Marketing managers and their companies are better served by spending less on building brand loyalty up front and maintaining a reserve for advertising during a post-crisis period. Further, ad spending after a crisis is more effective in building brand interest than before a crisis.
Update: In an opinion piece in the San Francisco Chronicle on July 20, 2012, after Yahoo hired Marissa Mayer as CEO, Dean Steven Currall writes that male executives in the retro TV drama “Mad Men” would still feel right at home in modern-day Silicon Valley, where more than a third of the companies have no women among top executives and board directors.
Much past research on commercialization activities by university scientists and engineers has focused on the role of resources in the extra-organizational commercialization environment, such as the availability of venture capital funding. By contrast, the theoretical and empirical interest of this paper by Professor Steven Currall and co-authors Emily M. Hunter of Baylor University and Sara Jansen Perry of University of Houston-Downtown was in intra-organizational dynamics impacting the context in which scientists and engineers work.
In this paper, Associate Professors Michelle and Robert Yetman examine the extent to which governance mechanisms affect the decision usefulness of nonprofit financial information as reported on the Internal Revenue Service Form 990 (hereafter IRS 990).
In the online world, customers can easily navigate to different online stores to make purchases. The products purchased on one site are often associated with product purchases on other sites (e.g., a hotel reservation on one site and a car rental on another site). Whereas market basket analysis is often used to discover associations among products for brick-and-mortar stores, it is rarely applied in the online setting where consumers navigate among different online stores to buy products.
How should forward-looking managers plan advertising if they envision a product-harm crisis in the future? To address this question, Professor Olivier Rubel, Professor Prasad Naik and Professor Shuba Srinivasan propose a dynamic model of brand advertising in which, at each instant, a nonzero probability exists for the occurrence of a crisis event that damages the brand’s baseline sales and may enhance or erode marketing effectiveness when the crisis occurs. Because managers do not know when the crisis will occur, its random time of occurrence induces a stochastic control problem, which they solve analytically in closed form. More importantly, the envisioning of a possible crisis alters managers’ rate of time preference: anticipation enhances impatience.
In this paper, Associate Professor Greta Hsu and co-authors Michael T. Hannan from the Stanford University Graduate School of Business and László Pólos from Durham University propose a formal theory of multiple category memberships which has the potential to unify two seemingly unconnected theories: typecasting and identity-based form emergence.
Though individual demand and supply equations can readily be expressed in logit models, closed-form solutions for equilibrium shares and prices are intractable due to the presence of products of polynomial and exponential terms. This hinders the employment of logit models in theoretical studies, and also makes it difficult to develop reduced-form expressions for share and price as a function of exogenous variables for use in empirical studies.
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.