Publications
Publications
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- Faculty Publications (161)
ROI
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- March 2017 (Revised May 2019)
- Case
Marketing Transformation at Mastercard
By: Sunil Gupta, Srinivas K. Reddy and David Lane
Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details
- March 2017 (Revised December 2018)
- Case
Reawakening the Magic: Bob Iger and the Walt Disney Company
By: David Collis and Ashley Hartman
Mickey Mouse, Snow White, and Buzz Lightyear strolled down Main Street at the grand opening of Hong Kong Disney in the fall of 2005, pausing to snap selfies with enthusiastic children in Mickey Mouse ears. Bob Iger, newly appointed CEO of The Walt Disney Company,... View Details
Keywords: Franchise Management; Brand Management; Culture Change; Business Units; Acquisition Strategy; Technological Change; Disney; ESPN; Cord-cutting; Bob Iger; Strategy; Corporate Strategy; Competitive Advantage; Diversification; Integration; Media; Media and Broadcasting Industry; Entertainment and Recreation Industry; Consumer Products Industry
- September 2016
- Article
Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising
By: Pavel Kireyev, Koen Pauwels and Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard... View Details
- January 2016
- Supplement
ClearEyes Cataracts Clinic, Spreadsheet for Instructors (Brief Case)
By: Roy Shapiro
- January 2016
- Supplement
ClearEyes Cataracts Clinic, Spreadsheet for Students (Brief Case)
By: Roy Shapiro
- Article
Done but Not Published: The Dissertation Journeys of Roy J. Lewicki and J. Keith Murnighan
By: Shirli Kopelman, Anne L. Lytle, Cynthia S. Wang, Roy J. Lewicki, J. Keith Murnighan and Max Bazerman
This article explores the tumultuous path to publication that begins for many of us with trying to publish our dissertation. We invited Roy J. Lewicki and J. Keith Murnighan—the 2013 and 2015 recipients of the International Association for Conflict Management (IACM)... View Details
- September 2015 (Revised October 2017)
- Case
Vistron Inc.: The Z Glass Project
By: Roy Shapiro and Marco Iansiti
Keywords: Technology Industry
- March 2015 (Revised May 2018)
- Case
JPMorgan Chase: Tapping an Overlooked Talent Pool
By: Boris Groysberg and Katherine Connolly
By the spring of 2014, the pilot had come to an end for JPMorgan Chase's ReEntry Program, a program designed for women coming back to the workforce after a period of time away. Mary Callahan Erdoes, CEO of Asset Management, and her team had to evaluate whether or not... View Details
- December 2014
- Article
The Discipline of Business Experimentation
By: Stefan Thomke and Jim Manzi
The data you already have can't tell you how customers will react to innovations. To discover if a truly novel concept will succeed, you must subject it to a rigorous experiment. In most companies, tests do not adhere to scientific and statistical principles. As a... View Details
- November 2014
- Case
BRAC in 2014
By: Tarun Khanna, Rachna Tahilyani, Reeti Roy and Aldo Sesia
In the early 1970s BRAC was a startup nongovernmental organization (NGO) working in Bangladesh. By 2014, it was the world's largest NGO. It had a strong presence in Bangladesh and had begun to deliver social development programs in nine other countries. Its founder and... View Details
- September 2013 (Revised August 2024)
- Exercise
Process Analytics Simulation: Solutions
A set of exercises and instructions to be used with the Process Simulator software made by Pro Model. These exercises allow students to investigate the impact of variable processing times on the performance of simple in-line processes. Includes color exhibits. View Details
- 2013
- Working Paper
Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising
By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details
- December 2012
- Case
Delwarca Software Remote Support Unit
By: Roy D. Shapiro and Paul E. Morrison
Delwarca Software provides business software to large corporate clients around the world. The firm serves customers who prefer to assemble corporate solutions using a combination of software programs from various suppliers rather than implementing a single enterprise... View Details
- December 2012
- Teaching Note
Delwarca Software Remote Support Unit (Brief Case)
By: Roy D. Shapiro and Paul E. Morrison
- December 2012
- Supplement
Delwarca Software Remote Support Unit, Spreadsheet for Instructors (Brief Case)
By: Roy D. Shapiro and Paul E. Morrison
- December 2012
- Supplement
Delwarca Software Remote Support Unit, Spreadsheet for Students (Brief Case)
By: Roy D. Shapiro and Paul E. Morrison
- April 2012
- Case
Bayonne Packaging, Inc.
By: Roy D. Shapiro and Paul E. Morrison
A printer and paper converter produces customized packaging used by industrial customers to deliver promotional materials, software, luxury beverages, and gift food and candy. The company specializes in creating innovative packaging solutions for its customers and... View Details
- April 2012
- Teaching Note
Bayonne Packaging, Inc. (Brief Case)
By: Roy D. Shapiro and Paul E. Morrison