In North American academic marketing the area of strategy research seems to be losing its place. [Written in 2015 some are a bit more positive now]. We need to ensure strategic thinking is rigorous. Critically, it also need to be seenas rigorous by managers and fellow academics. One way to do this is by forming…
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Using Marketing Analytics
Two of my MBA professors, Paul Farris and Ron Wilcox, along with a newer Darden professor Raj Venkatesan, have a new book. This examines using marketing analytics through cases. (Raj also runs the marketing analytics initiative at Darden). Numbers-Based Marketing The cases describe scenarios relevant to numbers-based marketing. For example, they allow readers to see the…
Natural Monopoly And The Beer Store
A natural monopoly occurs when an industry gives the best social outcome if it is run by a single firm. For instance, building two railways lines to a small town wastes resources. the two lines, therefore, don’t increase public welfare. What can we say about natural monopoly and the Beer Store? The Problem Of Monopoly…
Evaluating Evaluations Of Evaluations
Stark and Freishat (2014) are pretty negative about student evaluations of teaching. To be fair the more you study evaluations the more problems you see. I agree that we have a problem with bias in student evaluations of teaching. Still many of the criticisms of evaluations, however, seem to be about the general problems of…
Measuring Research Quality
One of marketing academics’ favorite recommendations is to measure outcomes. Still, measurement problems make it hard for academics to take our own advice. Let’s give academics the benefit of the doubt and assume they genuinely want to measure their achievements. How then do we go about measuring research quality? Measuring Research Quality A major part…
The Flutie Effect
Brand building advertising invests money into creating goodwill with a customer. Without further spending such goodwill declines. There are other ways to create goodwill. For example, US universities do so through the funding of sports. Such funding has its payoff through things like the Flutie effect. The Flutie Effect Doug Chung looked at the impact…
Valuing Brands In Accountancy
Valuing brands in accountancy has been a challenge for a long time. The Challenge Of Valuing Brands In Accountancy Brand valuation is a challenging topic. Still, it is a critical one for marketers. It is hard to look at corporate accounts without noticing that marketing is poorly accounted for. The accounts largely omit the value…
The Balanced Scorecard
Today’s post is about a classic of business literature. The Balanced Scorecard from Robert Kaplan and David Norton is an approach to business strategy. It is hard to argue with the basic idea that businesses should regularly monitor a variety of success factors and report how they are succeeding on each factor. Four Perspectives In…
Marketing Accountability Standards Board (MASB)
Marketing has an accountability problem. This is widely accepted even by marketers. The Marketing Accountability Standards Board (MASB) is working on this. Trust Me, I’m A Marketer Marketers argue that their actions are vital to their organization’s success but often the proof offered ends up being: “trust me, we need to do this”. It isn’t hard to see why…
Canada’s Top Brands
Like a doughnut the survey in Canadian Business magazine that placed Tim Hortons as Canada’s Top Brand is enjoyable. That said, it is not necessarily the most nutritious thing in the world. What do we know about Canada’s Top Brands In 2014? Loving Tim Hortons We find out that Canadian’s love Tim Hortons’ coffee and…