Role of Marketing/Market Orientation
Invest or Harvest: Dilemma ReexaminedAug 29, 2019 Ashish Sood, UC-Riverside, Vijay Govindarajan, Dartmouth College Anup Srivastava, University of Calgary, and Birendra Mishra, UC, 2019, 19-127-08
Analysis of companies listed on U.S. stock exchanges from 1971–2014 shows that companies' strategic shift from value creation (to produce future benefits) to value appropriation (to support current operations) is associated with negative stock returns. This finding runs contrary to the idea that shareholders are obsessed with current profits at the cost of long-term value.
Getting Beyond the Obvious: Finding Real Insight in a World Overflowing with DataAug 22, 2019
Liam Fahey, Partner, The Leadership Forum
Liam Fahey will outline an innovative process that can help your organization develop a richer understanding of your marketplace, leading to more effective strategies and action plans.
Moving Beyond Data and Analytics: Getting to an Insight CultureApr 05, 2019 Liam Fahey, Partner, Leadership Forum
Liam Fahey will describe some of the key elements of an insight-driven culture and how it enables marketers to be far more influential in their organizations.
The Scope of Marketing’s Decision Authority and Firm PerformanceNov 16, 2018 Raji Srinivasan, University of Texas at Austin
Raji Srinivasan will present empirical evidence that there is no one role for the marketing function across companies: companies differ in the scope of the marketing’s authority over decisions related to situation analysis, strategy, and the 4Ps.
Medicine Meets Marketing: Do Customer Insights Matter in Healthcare?May 16, 2018 Stuart A. Grant, Duke University
Stuart Grant will discuss how consumer behavior theory can help physicians better understand the choices of patients, health systems, and themselves
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