Publications

June 2023 (Revised September 2023)
Simulation

Managing the Customer Journey Marketing Simulation: Adobe's Data-Driven Operating Model (DDOM)

By: Sunil Gupta, Rajiv Lal and Celine Chammas

Adobe started monitoring Annual Recurring Revenue (ARR), one of its primary metrics, when it shifted from selling its software in a box to selling the software as a subscription-based cloud service. They wanted to know when, where, and how much to invest in marketing.... View Details

Keywords: Customer Acquisition; Customer Journey; Marketing Strategy; Marketing; Customer Focus and Relationships; Budgets and Budgeting

February 5, 2009
Comment

In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning

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May 2015 (Revised May 2017)
Case

Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste

By: John A. Quelch and Margaret L. Rodriguez

In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details

Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States

July 2010 (Revised January 2017)
Background Note

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)

By: Thomas Steenburgh and Jill Avery

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset... View Details

Keywords: Customer Lifetime Value; Return On Investment; Customer Acquisition; Customer Retention; Customer Churn; ＂Marketing Analytics＂; Marketing; Customer Relationship Management; Customer Focus and Relationships; Customer Value and Value Chain; Management Analysis, Tools, and Techniques; Marketing Strategy; Measurement and Metrics; Strategic Planning; Value

21 Jan 2015
Lessons from the Classroom

Managing the Family Business: Market Basket’s Lessons About Buyouts

family and business. And when buyouts do happen, they usually come late. "Buyouts of family owners rarely happen—even when it is clearly a good option" The Case Of Market Basket Market Basket, a... View Details

Keywords: Retail

1977
Article

The Management of Marketing Conflict: Implications for Public Policy

By: Rohit Deshpandé and Rajendra K. Srivastava

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August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

December 2014
Article

Market Competition, Earnings Management, and Persistence in Accounting Profitability Around the World

By: Paul M. Healy, George Serafeim, Suraj Srinivasan and Gwen Yu

We examine how cross-country differences in product, capital, and labor market competition, and earnings management affect mean reversion in accounting return on assets. Using a sample of 48,465 unique firms from 49 countries, we find that accounting returns mean... View Details

Keywords: Corporate Performance; Valuation; Equity Valuation; Persistence; Competitive Advantage; Institutions; Earnings Management; Labor Market; Capital Markets; Competition; Profit; Performance; Supply and Industry; Financial Statements; Government and Politics; Globalized Markets and Industries

SSRN

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March 2020
Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli

Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details

Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Advertising Industry; Consumer Products Industry

21 Jan 2015
News

Managing the Family Business: Market Basket’s Lessons About Buyouts

May 2016
Case

OPET: Precision Marketing in Uncertain Times

By: Rajiv Lal, Esel Çekin and Eren Kuzucu

During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in... View Details

Keywords: Customer Satisfaction; Customer Service; Emerging Market; Focusing On Customers; Competition; Turkey; Loyalty Program; Marketing Strategy; Downstream Distribution; Customer Relationship Management; Energy Industry; Turkey

2014
Other Teaching and Training Material

Marketing Reading: Sales Force Design and Management (Teaching Note)

By: Doug J. Chung and Das Narayandas

January 2012 (Revised March 2013)
Case

Ctrip: Scientifically Managing Travel Services

By: David A. Garvin and Nancy Hua Dai

Ctrip is a $437 million Chinese on-line travel services company with a scientific, data driven approach to management. The case explores Ctrip's founding and early growth, its expansion into multiple market segments including hotel reservations, air ticketing, leisure... View Details

Keywords: Scientific Management; Data-driven Management; Management; Expansion; Business Growth and Maturation; Market Entry and Exit; Mathematical Methods; Business Processes; Information Management; Travel Industry; China

June 1983 (Revised February 1984)
Background Note

Managing Marketing Programs, Introductory Note -- Textual Note 3

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June 17, 2016
Comment

Companies Need to Start Marketing Security to Customers

By: John A. Quelch

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details

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2017
Working Paper

Management as a Technology?

By: Nicholas Bloom, Raffaella Sadun and John Van Reenen

Are some management practices akin to a technology that can explain firm and national productivity, or do they simply reflect contingent management styles? We collect data on core management practices from over 11,000 firms in 34 countries. We find large cross-country... View Details

Keywords: Management Practices; Productivity; Competition; Management Practices and Processes; Performance Productivity

SSRN

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May 2018 (Revised July 2018)
Case

EY China (A): Strengthening Presence in a Critical Market

By: Ashish Nanda, Das Narayandas and Lisa Rohrer

Soon after being named regional managing partner for Ernst & Young (EY) China in September 2009, Albert Ng reflects on the enormity of challenges facing EY China. Despite EY Global's commitment to the China practice, EY China’s growth agenda has been reversed, post... View Details

Keywords: Professional Services; International Management; Big Four; Strategy And Execution; Emerging Market; Strategy; Leadership; Global Range; Growth and Development Strategy; Emerging Markets; Accounting Industry; China