Publications

06 Oct 2020
Sharpening Your Skills

18 Tips Managers Can Use to Lead Through COVID's Rising Waters

marketing communications should not ignore or turn a deaf ear to the crisis, but rather make sure to recognize it and acknowledge the impact it was having on people’s lives. Consumers also warned against View Details

Keywords: by Sean Silverthorne

20 Apr 2015
Research & Ideas

The 5 Strategy Rules of Bill Gates, Andy Grove, and Steve Jobs

the most highly valued companies in the world. But how were they able to steer their companies through the volatile ups and downs of decades of changing technologies? What did they have in common? And what can we learn from them about successful strategy? “The notion... View Details

Keywords: by Michael Blanding; Computer

12 Dec 2005
Research & Ideas

Using the Law to Strategic Advantage

"bridge the communications gap" between lawyers and managers. Sean Silverthorne: You argue that managers shouldn't just view the law as a compliance issue, but rather something that can be used actively to increase the firm's... View Details

Keywords: by Sean Silverthorne; Legal Services

10 Jan 2012
First Look

First Look: January 10

cross-sectional differences in communication patterns: relative to people in the line organization, staff members are more central in the corporate e-mail network and possess broader networks. However, much of this difference is... View Details

Keywords: Sean Silverthorne

November 2018 (Revised January 2022)
Case

JUUL and the Vaping Revolution

By: Michael W. Toffel, John Masko and Sarah Mehta

In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details

05 Feb 2013
First Look

First Look: Feb. 5

concentrated among firms with high growth opportunities or firms confronting adverse circumstances, consistent with boardroom connections mattering most for firms that stand to benefit most from the information communicated and resources... View Details

Keywords: Sean Silverthorne

12 Feb 2013
First Look

First Look: Feb. 12

Preannouncements under Market Uncertainty Authors:Ofek, Elie, and Ozge Turut Publication:Marketing Science Abstract A firm may want to preannounce its plans to develop a new product in order to stimulate future demand. But given that such View Details

Keywords: Sean Silverthorne

17 Aug 2010
First Look

First Look: August 17

display promotions away from smaller revenue brands toward larger ones following periods of poor financial performance. This indicates the behavior is determined by parties above brand managers in the firm.... View Details

Keywords: Martha Lagace

22 May 2012
First Look

First Look: May 22

an excitement and willingness to explore new insights and new angles on how to explain and cultivate social change within or across organizations. This edited volume will be of interest to an international community that seek to... View Details

Keywords: Sean Silverthorne

13 Nov 2018
First Look

New Research and Ideas, November 13, 2018

the variety of sources of communications about the Prizes, the advent of new high-value awards, and the effects on the Nobel brand of recent troubling events in partner organizations. The “essence of the... View Details

Keywords: Dina Gerdeman

23 Jan 2013
Research & Ideas

Three-Dimensional Strategy: Winning the Multisided Platform

third party. By contrast, a grocery store also creates a space for consumers and multiple brands to meet—but the store controls the transaction, serving as a reseller. Done right, the MSP model has proven extremely lucrative, throwing off... View Details

Keywords: by Julia Hanna

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

the world's largest advertising and marketing-services firms, describes the $4 billion spent last year as "chicken feed." What he finds interesting about the Web is the impact it is having on the wider area of communication... View Details

Keywords: by Susan Young

14 Jul 2014
Research & Ideas

Pay Attention To Your ‘Extreme Consumers’

four Porsches in the garage and who join online brand communities to share in their love for the brand. When Porsche tried to appeal to female consumers with its Porsche Cayenne SUV, these fanatics howled in... View Details

Keywords: by Michael Blanding

June 2011 (Revised May 2012)
Case

L'Oréal: Global Brand, Local Knowledge

By: Rebecca M. Henderson and Ryan Johnson

Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details

Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States

March 2016 (Revised May 2018)
Case

ASOS PLC

By: John R. Wells and Gabriel Ellsworth

Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand... View Details

Keywords: ASOS; AsSeenOnScreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Digital Marketing; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet and the Web; Mobile and Wireless Technology; Apparel and Accessories Industry; Fashion Industry; Retail Industry; United Kingdom; England; London