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- 12 Mar 2008
- Working Paper Summaries
Allocating Marketing Resources
Keywords: by Sunil Gupta & Thomas J. Steenburgh
- 2019
- Chapter
Resource Allocation Theory
By: Joseph L. Bower
This article considers the process of resource allocation, whereby an organization determines how best to apportion its factors of production between the various productive activities in which it wishes to engage. It is suggested that none of the academic approaches to... View Details
Keywords: Resource Allocation
Bower, Joseph L. "Resource Allocation Theory." In The Palgrave Encyclopedia of Strategic Management. Continuously updated edition, edited by Mie Augier and David J. Teece. Palgrave Macmillan, 2017. Electronic. (Pre-published, July 2016.)
- 2008
- Chapter
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
- October 1984
- Background Note
Allocating Resources
By: Richard R. Ellsworth and Joseph L. Badaracco Jr.
Keywords: Resource Allocation
Ellsworth, Richard R., and Joseph L. Badaracco Jr. "Allocating Resources." Harvard Business School Background Note 385-172, October 1984.
- 2008
- Working Paper
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008.
- October 1988 (Revised May 1991)
- Background Note
Managing Resource Allocation
By: Joseph L. Bower
Bower, Joseph L. "Managing Resource Allocation." Harvard Business School Background Note 389-040, October 1988. (Revised May 1991.)
- January 2011 (Revised April 2012)
- Case
BBVA Compass: Marketing Resource Allocation
By: Sunil Gupta and Joseph Davies-Gavin
BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing... View Details
Keywords: Advertising; Resource Allocation; Marketing Channels; Marketing Strategy; Performance Evaluation; Banking Industry; United States
Gupta, Sunil, and Joseph Davies-Gavin. "BBVA Compass: Marketing Resource Allocation." Harvard Business School Case 511-096, January 2011. (Revised April 2012.)
- September 1991 (Revised January 1992)
- Case
Allegheny Ludlum: Research and Engineering Resource Allocation
By: Dorothy Leonard-Barton and Geoffrey K. Gill
Allegheny Ludlum's (AL) technical vice president, Jack Shilling faces the task of determining how to allocate engineering resources among five areas of technology. AL's technology organization has great strategic importance and has therefore been untouched by the... View Details
Keywords: Engineering; Resource Allocation; Information Technology; Policy; Leadership; Decisions; Competency and Skills; Projects; Joint Ventures; Strategy; Electronics Industry; Technology Industry
Leonard-Barton, Dorothy, and Geoffrey K. Gill. "Allegheny Ludlum: Research and Engineering Resource Allocation." Harvard Business School Case 692-027, September 1991. (Revised January 1992.)
- 06 Nov 2013
- What Do You Think?
Is Top-Down Resource Allocation on the Rise?
Summing Up Is Business Agility a Product of Top-Down or Bottom-Up Resource Allocation? Respondents to this month's column provided possible explanations for greater reliance on top-down resource View Details
Keywords: by James Heskett
- Research Summary
Fairness and Efficiency in Resource Allocation
In studying the relationship of fairness and efficiency, Professor Trichakis takes the novel approach of looking at varied industries for unifying factors, and he pays special attention to inequities by incorporating both quantitative work in social welfare and the... View Details
- 2005
- Chapter
Linking Resource Allocation to Strategy
By: Joseph L. Bower and Clark Gilbert
Bower, Joseph L., and Clark Gilbert. "Linking Resource Allocation to Strategy." In From Resource Allocation to Strategy, edited by Joseph L. Bower and Clark Gilbert. U.K.: Oxford University Press, 2005.
- 2005
- Book
From Resource Allocation to Strategy
By: Joseph L. Bower and Clark Gilbert
Bower, Joseph L. and Clark Gilbert, eds. From Resource Allocation to Strategy. U.K.: Oxford University Press, 2005.
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to advertising managers to generate returns. But do marketing managers allocate... View Details
Keywords: by Sean Silverthorne
- 2005
- Chapter
Corporate Intervention in Resource Allocation
By: T. R. Eisenmann
Eisenmann, T. R. "Corporate Intervention in Resource Allocation." Chap. 12 in From Resource Allocation to Strategy, edited by Joseph L. Bower and Clark Gilbert. U.K.: Oxford University Press, 2005.
- December 2011 (Revised April 2012)
- Teaching Note
BBVA Compass: Marketing Resource Allocation (TN)
By: Sunil Gupta
- 2006
- Working Paper
Manage Resource Allocation to Craft Strategy
By: Joseph L. Bower and Clark Gilbert
- 2019
- Article
Fair Algorithms for Learning in Allocation Problems
By: Hadi Elzayn, Shahin Jabbari, Christopher Jung, Michael J Kearns, Seth Neel, Aaron Leon Roth and Zachary Schutzman
Settings such as lending and policing can be modeled by a centralized agent allocating a scarce resource (e.g. loans or police officers) amongst several groups, in order to maximize some objective (e.g. loans given that are repaid, or criminals that are apprehended).... View Details
Elzayn, Hadi, Shahin Jabbari, Christopher Jung, Michael J Kearns, Seth Neel, Aaron Leon Roth, and Zachary Schutzman. "Fair Algorithms for Learning in Allocation Problems." Proceedings of the Conference on Fairness, Accountability, and Transparency (2019): 170–179.
- May 2024
- Case
Shell's Balancing Act: Resource Allocation and the Green Transition
By: David Collis and Haisley Wert
In mid-2023, amid pressure from climate change activists, shareholder activists, and confronting enormous uncertainty about the future demand for and price of fossil fuels, new Shell CEO Wael Sawan (Harvard MBA 2003) announced a change in strategy for the U.K. oil... View Details
Keywords: Portfolio Analysis; Climate; Oil; Oil And Gas; Oil Companies; Renewables; Petroleum; Investor Demand; Investors; Corporate Strategy; Resource Allocation; Climate Change; Corporate Social Responsibility and Impact; Organizational Change and Adaptation; Organizational Culture; Business and Stakeholder Relations; Business and Shareholder Relations; Energy Industry; United Kingdom
- July 2024 (Revised September 2024)
- Case
Shell’s Balancing Act: Resource Allocation and the Green Transition (Abridged)
By: David Collis and Haisley Wert
In mid-2023, amid pressure from climate change activists, shareholder activists, and confronting enormous uncertainty about the future demand for and price of fossil fuels, new Shell CEO Wael Sawan (Harvard MBA 2003) announced a change in strategy for the U.K. oil... View Details
- 18 Mar 2019
- Podcast
30. Revisiting Resource Allocation in the Firm
Before returning to our Jobs to Be Done theme, we thought we'd share a little about how some of Clay's theories came to be. On the show today, hear Clay talk with one of his mentors, Joe Bower, the Donald K. David Professor Emeritus, about the origins of Resource... View Details