- Research Highlight
- Read Time: 7 min
Recommendation engines are an easy way to reach new customers, but marketers may encounter unintended consequences due to the inherent biases in the algorithms.
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Rather than trying to sell standardized products or services to the biggest possible set of buyers, B2B companies need to develop ways to help specific customers achieve better outcomes. Instead of describing their solutions, companies first need to understand customers’ specific challenges, objectives, operating practices, and competitive environment, then create offerings to deliver value within a customer’s specific business context and culture.
Anindya Ghose, Heinz Riehl Chair Professor of Business at New York University’s Stern School of Business, is one of the pioneering explorers of the intersection of mobile and marketing. In his new book, Tap, he collects his findings and weaves them together into a set of nine forces that marketers can wield to drive sales via mobile technologies.
Professor Theodore Stank, co-author of “Integrating Supply and Demand” from MIT SMR’s Summer 2015 issue, joined contributing editor Steven Paul to present his research on how some companies have bridged the perennial divide between demand generation and the supply chain in a way that maximizes the value to their customers and to themselves. Professor Stank described how to avoid having sales generation become disconnected from the operations required to fulfill that demand.
At the alcohol beverage company Constellation Brands, graphic presentations of data are making it easier for sales people to see how they’re performing. In an interview with MIT Sloan Management Review, Joseph D. Bruhin, the company’s CIO, says that measuring marketing and sales efforts is a particular challenge in the alcohol industry — but one that his team has come up with a solution to. “Visibility of data is a critical piece,” he says. “We came up with a solution that’s really driven predominantly by information technology.”
To compete in different strategic segments at the same time, companies need close coordination between the sales side of the company and supply chain operations. Just as importantly, joining the supply and demand sides of an enterprise presents an opportunity for efficiency and value creation. “A company may have an excellent sales and marketing team and a top-flight operations team and still deliver the wrong benefits to a customer,” the authors note. This article includes an online questionnaire for assessing the current stage of your company’s demand and supply integration, with suggestions for how to improve.
The new Summer 2009 issue of MIT Sloan Management Review includes an interesting article on websites that “morph” — by adjusting their content to the cognitive style of their visitors.
Kellogg‘s profit margins and the stature of its brands both declined throughout the 1990s. A wake-up call came in 1999 when the venerable company lost market leadership. The author describes how it embarked upon an ambitious and, for the food industry, novel strategy, emphasizing profit and value over volume and employing compensation and organization strategies to help cascade the change through the company and re-establish its innovativeness, profitability and reputation.
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