This paper by Assistant Professor Catherine Yang and co-author Chunhui Hao of the Chinese Academy of Sciences addresses a very important question—how to select the right products to promote in order to maximize promotional benefit.
In this paper, Associate Professor Ayako Yasuda and co-author Andrew Metrick from the Yale School of Management review the theory and evidence on venture capital (VC) and other private equity: why professional private equity exists, what private equity managers do with their portfolio companies, what returns they earn, who earns more and why, what determines the design of contracts signed between (i) private equity managers and their portfolio companies and (ii) private equity managers and their investors (limited partners), and how/whether these contractual designs affect outcomes.
Current models posit that awareness of advertising declines immediately and gradually once it is over, although anecdotal evidence from managers suggests that awareness stays constant for a while and then decays rapidly. This pattern arises because consumers remember advertisements for a finite time before they forget.
Few studies address the marketing budgeting problems of platform firms operating in two-sided markets with cross-market network effects, i.e., the demand from one customer group of the platform influences the demand from its other customer group. Yet such firms, e.g., media firms like newspapers whose customers are subscribers and advertisers, are prevalent in the marketplace and invest significantly in marketing.
UPDATE: Andrew Barkett is leaving his post as senior engineer at Facebook to bring his decade of experience in Silicon Valley to become the first-ever chief technology officer for the Republican National Committee.The June 4 announcement has stirred a whirlwind of media coverage, including the Huffington Post and Washington Post.Bark
Agilent Technologies’ Electronic Measurement Group is a $3.6 billion business that over the past decade has seen a dramatic shift in its customer base from U.S., and Western European customers to predominantly Asia-based customers. Today, the majority of the division’s revenues are generated outside of the U.S., with an increasing concentration in China.
(Davis, CA) — The UC Davis Graduate School of Management’s full-time MBA program has been ranked among the top six percent of AACSB International-accredited programs nationwide, according to U.S. News & World Report’s latest graduate business school rankings released today.