Research Highlight

Showing 41-60 of 209

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How to Create Brand Engagement on Facebook

Brands have embraced Facebook Inc. as a key marketing channel to drive engagement and brand awareness. The question is whether some brand content creates more brand engagement on Facebook than others. A recent study coded more than 1,000 wall posts from 98 global brands, aiming for a better understanding of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives. This article offers up the results of that study, for brand managers to act on.

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The Advantages of Digital Maturity

  • Research Highlight
  • Read Time: 5 min 

New research suggests that companies with well-managed investments in digital technology and transformation management can achieve up to 26% more profits than their industry average. A digital maturity model developed by MIT’s Center for Digital Business and Capgemini Consulting combines two elements: digital intensity (the level of technology investment directed towards changing how a company operates) and transformation management intensity.

Image courtesy of Flickr user iriss.org.uk.

The Digital Capabilities Your Company Needs

  • Research Highlight
  • Read Time: 5 min 

Companies need to invest in four kinds of digital capabilities to achieve digital transformation. They must start with a unified digital platform to integrate data and processes across sales channels. They need a way to revamp solution delivery to adapt new technologies into their operations. They need to develop analytics capabilities, which often requires a change in corporate culture. And they need good working relationships and tight integration between business executives and information technology executives.

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The Role of the Chief Strategy Officer

The Chief Strategy Officer (CSO) is a comparatively new but increasingly important role in many organizations. This article proposes a typology of four CSO archetypes – Internal Consultant, Specialist, Coach and Change Agent – who carry out a variety of responsibilities in the CSO role. By understanding how the duties of the CSO can vary significantly from organization to organization, boards and CEOs can make better decisions about which type of CSO is necessary for their leadership teams.

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How to Compete in China’s E-Commerce Market

A surprising number of high-profile Western companies have stumbled in e-commerce in China, including Amazon and Google. This article offers a list of workable strategies to succeed in Chinese e-commerce, gleaned from U.S. companies’ experiences.

There is no one-size-fits-all solution. However, in a market like China’s, where local knowledge and culture are crucial to success, more thought should be given to how to better serve local customers and adapt in a rapidly changing market.

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The Gap Between the Vision for Marketing and Reality

The growing number of chief marketing executives reflects the increasing importance companies attach to marketing. Yet the average tenure of a chief marketing officer (CMO) is three and a half years, well below that of the typical CEO. Both the prevalence of the CMO position and its precariousness give rise to the question,“Has marketing realized the vision to which its adherents have long aspired?” This article asks if that question is an important one — and where marketing goes from here.

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Why Showing Your Face at Work Matters

Working from home or other remote work arrangements can be beneficial to both employees and companies. However, these nontraditional arrangements also have hidden pitfalls. Employees who work remotely may end up getting lower performance evaluations, smaller raises and fewer promotions than their colleagues in the office — even if they work just as hard and just as long. The difference is something called “passive face time” -- the simple act of merely being seen in the workplace.

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When Is an Outsider CEO a Good Choice?

On average, CEOs recruited from outside the company perform about the same as those who come up through the ranks, the authors’ research suggests. But there are certain circumstances in which outsider CEOs tend to do better: CEOs recruited from outside the company outperform those who come up through the ranks at companies with a recent history of poor performance. The author studied CEO succession in 90 single-business organizations over 30 years in the U.S. airline and chemical industries.

Image courtesy of Flickr user KJGarbutt.

Finding Value in the Information Explosion

Today’s companies process more than 60 terabytes of information annually, about 1,000 times more than a decade ago. But how well are companies managing the data and capitalizing on the opportunities it presents? To answer these questions, seven IT research centers studied data-related activities at 26 corporations and large nonprofit organizations. The research shows that while the IT unit is competent at storing and protecting data, it cannot make decisions that turn data into business value.

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Enhancing Relationships With Customers Through Online Brand Communities

Online brand communities can bring customers closer to a brand, generate “buzz” and enhance brand loyalty. Yet, important as online brand communities are to consumer markets, little is known about the role they play in consumer decision-making. Although the popularity of online brand communities as a means of gathering pre- and post-purchase information continues to grow, knowledge about how to effectively manage those conversations remains scant.

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The Perils of Social Coupon Campaigns

Social coupons have become a popular form of marketing promotion. Businesses such as restaurants, car washes and dry cleaners pitch coupon discounts through Internet sites such as Groupon and LivingSocial in hopes of attracting a new crop of customers. But a poorly designed coupon campaign can do serious harm to a business’s profit margin. While the coupons can generate value for customers and the social coupon service providers themselves, they can lead businesses into a thicket of problems.

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The Case for Standard Measures of Patent Quality

The current balkanized approach to measuring patent quality is not serving the users of the world’s patent systems. Like those advocating for the metric standard two centuries ago, we have an incompatibility problem today in the international patent system. But how the global patent system is organized and managed has far-reaching implications for innovation, consumer choice and corporate profits.

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Are CEOs Getting the Best From Corporate Functions?

At too many large companies, corporate functions like HR and IT don’t get enough strategic direction from the CEO. The result of this undermanagement is mixed performance. While some corporate functions fulfill their roles highly effectively and win praise from the heads of operating units, most do not. Without sufficient guidance, corporate functions can become — often unintentionally — self-serving.

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Image courtesy of Flickr user utpal.

Should Top Management Relocate Across National Borders?

International relocations of entire corporate headquarters are rare. But the relocation of top management team members is happening more and more. For instance, a desire to be close to its major global customers led Halliburton Co., an international oil services group, to relocate the company’s CEO from Houston to Dubai. But there are strategic costs and benefits of such decisions. Deciding which option to pursue depends on the strength and interplay of the relocation drivers and barriers.

Image courtesy of Flickr user Electrolux Design Lab.

Should You Have a Global Strategy?

Senior executives weighing strategies appropriate for today’s global economy will hear contradictory advice. Some say you need to move quickly, before competitors, to establish a worldwide presence; others cite data showing that this approach is often less profitable. The reality is that neither approach is appropriate for every circumstance. Therefore, executives need to understand when to pursue one route and when to pursue the other.

Image courtesy of Flickr user alvazer.

The Business Models Investors Prefer

Why are investors so bullish on companies like Apple and Disney? Is it metrics, management, industry prowess, good investor relations or good timing? Probably all of these. But something else may be at work, too. According to research conducted at the MIT Sloan School of Management, the stock market consistently values certain types of business models more highly than others. In recent years, investors have favored models focused on intellectual property and highly innovative manufacturing.

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Can Marketing Lift Stock Prices?

Traditional marketing practices are increasingly viewed with skepticism. In many organizations, marketers struggle to document the return on investment for expenditures; as a result, marketing has less influence in the boardroom — and marketing is viewed as a questionable cost rather than a worthy investment. This article is based on a study that found that certain marketing techniques can influence a company’s stock market valuation — if the techniques increase customer lifetime value.

Showing 41-60 of 209