How my research impacts research practice
Regarding marketing capabilities, my current research shows that the marketing function's capabilities are different depending on whether the firm differentiates or is a cost leader and depending on whether marketing is a line function or a staff function. We should not expect a staff marketing function to be able to measure marketing's impact on marketplace outcomes.
How I have worked with businesses
I developed a program, originally with P&G, 3M and Motorola that focused on the ability of multi-functional customer teams (vs. salesperson only) to achieve significant outcomes. Students in summer internships solved real problems on real customer teams and many of those students went on to join the sponsoring company.
How I like to collaborate
I would like to engage in research collaboration that yielded real benefits to the business partner and resulted in publishable results for me.
