The Effects of B2B Service Innovations on Firm Value and Firm Risk: How Do They Differ from Those of B2C Service Innovations?Nov 21, 2016 Thomas Dotzel and Venkatesh Shankar, 2016, 16-132
What are the return and risk outcomes of B2B and B2C service innovations?
Beyond Advertising: Creating Value Through All Customer TouchpointsMay 18, 2016
Webinar featuring Jerry Wind and Catharine Hays, The Wharton School
In this webinar, Jerry Wind and Catharine Hays will describe a road map for an aspirational future.
A Marketer’s Roadmap to Sustainable InnovationsNov 23, 2015
Texas A&M professor Rajan Varadarajan addresses the “imperative” for legacy or established firms to invest in developing sustainable innovation capabilities.
How to Identify and Better Manage Hunters and Farmers in the Sales ForceDec 22, 2014 Thomas E. DeCarlo and Son K. Lam, 2014, 14-122
In three empirical studies, examines the antecedents and moderating factors that influence salesperson hunting and farming orientations, and effects of salesperson ambidextrous behavior (i.e., having both orientations) on individual salesperson-generated profit margins.
Marketing Return on Investment: Seeking Clarity for Concept and MeasurementSep 12, 2014 Paul W. Farris, Dominique M. Hanssens, James D. Lenskold, and David J. Reibstein, 2014, 14-108
Reviews current uses of ROI metric in marketing (MROI), covering marketing initiatives in different business sectors. Focuses on the connection between MROI and business objectives, highlighting different variants of MROI. Also discusses the importance of setting MROI hurdle rates that recognize marketing’s ability to drive revenue and firm’s cost of capital.
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