by Doug J. Chung, Thomas Steenburgh - Publications - Faculty & Research

paywall sales strategy, you have to make sure you have the reputation and the uniqueness of content to do it ” “We look at the whole picture—both the digital and print channels, and the two revenue sources of the firms, advertising and subscriptions,” says study author... View Details

Keywords: by Kristen Senz; Journalism & News; Media & Broadcasting

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

to the effectiveness of their marketing instruments” Thomas J. Steenburgh, an associate professor in the Marketing Unit at Harvard Business School, has developed a new analytical tool that more accurately... View Details

Keywords: by Dina Gerdeman

28 Jan 2015
Research & Ideas

Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections

utilization of ground forces—the personal selling and get-out-the-vote strategy.” "I think this research connects beautifully with a normal business operation within a corporation," says Doug J. View Details

Keywords: by Dina Gerdeman

29 Apr 2013
Research & Ideas

Diagnosing the ‘Flutie Effect’ on College Marketing

Assistant Professor of marketing Doug J. Chung. Oddly, little academic research has been done on the subject. And even some BC administrators would rather credit educational excellence than a gridiron... View Details

Keywords: by Sean Silverthorne; Education; Advertising; Sports

26 Oct 2015
Research & Ideas

What’s the Value of a Win in College Athletics?

and payday is courtesy of Assistant Professor Doug J. Chung, who reviewed 117 schools with Division I football and basketball teams, matching athletic performance with revenue... View Details

Keywords: by Roberta Holland; Sports; Education

28 May 2008
First Look

First Look: May 28, 2008

Effort or Timing: The Effect of Lump-Sum Bonuses Authors:Thomas J. Steenburgh Publication:Quantitative Marketing and Economics (forthcoming) Abstract This article addresses the question of whether lump-sum... View Details

Keywords: Martha Lagace

22 Mar 2017
Research & Ideas

What's the Ideal Frequency for a Sales Quota?

from a Field Experiment, authored by Harvard Business School marketing professors Doug J. Chung and Das Narayandas. “With so many people and resources at stake, the design of... View Details

Keywords: by Carmen Nobel

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Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation Plans

Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation Plans

Measuring Consumer and Competitive Impact with Elasticity Decompositions

The IPS Property

An Investigation of Earnings Management through Marketing Actions

Allocating Marketing Resources

The Comprehensive Effects of a Digital Paywall Sales Strategy

Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure

Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure

Do All Your Detailing Efforts Pay Off? Dynamic Panel Data Methods Revisited

Where Should We Build a Mall? The Formation of Market Structure and Its Effect on Sales

The Comprehensive Effects of Sales Force Management: A Dynamic Structural Analysis of Selection, Compensation, and Training

Crafting Integrated Multichannel Retailing Strategies

Are Paywalls Saving Newspapers?