Markets and Marketing Strategy
When and How Does Board-Level Marketing Experience Impact Firm Performance?May 26, 2015 Kimberly A. Whitler, Ryan Krause, and Donald R. Lehmann, 2015, 15-109
MSI's 2017 Best Paper shows that a board member with marketing expertise can help the board and firm convert knowledge related to competitors, consumers, and the broader market into successful strategies and plans.
Reputation as a Strategic DifferentiatorMay 05, 2015
“With public trust in business at an all-time low, companies should think of reputation as the most valuable asset they have,” says Dartmouth’s Paul Argenti. As Professor of Corporate Communication at the Tuck School of Business, he is one of the world’s leading experts on the topic of corporate reputation.
The New Emerging Market Multinationals: Disrupting Markets and Building BrandsFeb 25, 2015 Amitava Chattopadhyay, INSEAD
Emerging markets have created a new breed of savvy and serious multinational competitors (EMNCs). Amitava Chattopadhyay examines key drivers of EMNCs' success and competitive approaches for incumbent MNCs.
Robert Kozinets’ Journal Must-Reads from 2014Jan 09, 2015
Robert Kozinets is Professor of Marketing at York University’s Schulich School of Business.
Should Ad Spending Increase or Decrease Prior to a Product Recall Announcement?Oct 8, 2014 Haibing Gao, Jinhong Xie, Qi Wang, and Kenneth C. Wilbur, 2014, 14-112
Investigates how advertising before a product harm crisis announcement affects post-recall stock prices; based on 110 automakers’ product recall announcements and stock prices between 2005 and 2012.
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