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Publications

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  • 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. Chung, an... View Details
Keywords: by Dina Gerdeman
  • 29 Apr 2013
  • News

Diagnosing the ‘Flutie Effect’ on College Marketing

  • 26 Oct 2015
  • Research & Ideas

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

College and the University of Miami that culminated with a last-minute Hail Mary pass by BC quarterback Doug Flutie. “I was totally blown away. I’ve been a fan ever since,” View Details
Keywords: by Roberta Holland; Sports; Education
  • 22 Oct 2019
  • Research & Ideas

Use Artificial Intelligence to Set Sales Targets That Motivate

employee’s goal slightly higher than their sales for the previous year, a term known as “ratcheting the quotas.” But that, too, can have its drawbacks. “Suppose I got over the quota by 20 percent, then my quota next year will be 120... View Details
Keywords: by Michael Blanding
  • 17 Jan 2017
  • First Look

First Look at New Research: January 17

in goods, services, investments, and ideas led by multinational firms. Extensive research has sought to understand the geographic patterns of foreign direct investment (FDI). This chapter reviews existing theories and evidence... View Details
Keywords: Sean Silverthorne
  • 05 Feb 2013
  • First Look

First Look: Feb. 5

Authors:Chung, Doug J. Abstract I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known... View Details
Keywords: Sean Silverthorne
  • 18 Nov 2014
  • First Look

First Look: November 18

television advertising influences online shopping. We construct a massive dataset spanning $3.4 billion in spending by 20 brands, including measures of brands' website traffic and transactions as well as ad content measures for 1,224... View Details
Keywords: Sean Silverthorne
  • 13 Jun 2017
  • First Look

First Look at New Research and Ideas, June 13

Efforts Pay Off? Dynamic Panel Data Methods Revisited By: Chung, Doug J., Byungyeon Kim, and Byoung Park Abstract—We estimate a sales response model to evaluate the short- and long-term value of pharmaceutical sales representatives'... View Details
Keywords: Sean Silverthorne
  • 20 Aug 2013
  • First Look

First Look: August 20

Publications August 2013 Marketing Science Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation Plans By: Chung, Doug J., Thomas Steenburgh, and K. Sudhir Abstract—We estimate a dynamic... View Details
Keywords: Anna Secino
  • 28 Aug 2018
  • First Look

New Research and Ideas, August 28, 2018

important for fundamental firm value and is only revealed following the information-rich dual trading by insiders and linked institutions Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=54904 The Effects of Quota... View Details
Keywords: Dina Gerdeman
  • 14 Feb 2017
  • First Look

First Look at New Research: February 14

important role in reducing both the real and financing frictions faced by small businesses. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=52278 Where Should We Build a Mall? The Formation of Market Structure and... View Details
Keywords: Sean Silverthorne
  • 16 Jun 2003
  • Research & Ideas

Researchers Contribute Globalization of Markets Papers

Twenty years has provided time to judge the success or failure of Theodore Levitt's predictions of a global economy populated by standardized products and marketing approaches. For the colloquium, a number of Harvard Business School and... View Details
Keywords: by Working Knowledge editors
  • 19 Jul 2016
  • First Look

July 19, 2016

in press Journal of Systems and Software Technical Debt and System Architecture: The Impact of Coupling on Defect-related Activity By: MacCormack, Alan, and Daniel J. Sturtevant Abstract—Technical debt is created when design decisions... View Details
Keywords: Sean Silverthorne
  • Web

Marketing - Doctoral

field exam, and then another three years on dissertation research and writing. The Marketing program draws on computer science, economics, behavioral science, and psychological methods to focus on marketing problems faced by the firm and... View Details
  • Web

Placement - Doctoral

Placement: University of Minnesota, Carlson School of Management Dissertation: Essays on Sales Management Advisors: Doug Chung , Sunil Gupta , and Elie Ofek 2021 Ximena Garcia-Rada Marketing, 2021 Placement:... View Details
  • February 2016 (Revised June 2016)
  • Case

Janalakshmi Financial Services' HR Dilemma

By: Doug J. Chung and Radhika Kak
Janalakshmi Financial Services (JFS), an Indian microfinance institution, had grown rapidly by providing financial products to its main customer base, the urban poor. However, the company was facing several challenges. JFS’s productivity was declining, and it was... View Details
Keywords: Microfinance; Salesforce Management; Compensation and Benefits; Sales; Strategy; Financial Services Industry
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  • September–October 2020
  • Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections

By: Lingling Zhang and Doug J. Chung
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign... View Details
Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States
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  • February 2018
  • Case

Qualtrics (A)

By: Doug J. Chung and James M. Lattin
Qualtrics was an online survey research platform and since the beginning, the company had relied entirely on an inside sales model—sales done remotely without face-to-face contact with clients. The low-cost inside sales model, along with an emphasis on a strong sales... View Details
Keywords: Sales Strategy; Inside Sales Model; Sales; Strategy; Growth and Development Strategy; Organizational Change and Adaptation
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  • January 2019 (Revised October 2019)
  • Case

Commercial Sales Transformation at Microsoft

By: Doug J. Chung
Industry leaders should adapt to changes in the business context and consider different ways to grow. Advances in technology had shifted software demand to the cloud. As a result, Microsoft announced a strategic shift in direction from its existing ‘Windows first’... View Details
Keywords: Sales; Strategy; Transformation
Related
  • 22 Jun 2011
  • Sharpening Your Skills

Sharpening Your Skills: Motivation

Thomas Steenburgh and Doug J. Chung and K. Sudhir of the Yale School of Management. Can Companies Inspire Heroism In Employees? HBS Cases: Terror at the Taj Under terrorist... View Details
Keywords: Re: Multiple Faculty