Content Library

Technical Note: Quantitative Analysis in Marketing (Gupta)

Effective marketing decision making often requires both qualitative and quantitative analysis. Many marketing analyses across the 4Ps can be supported by quantitative analyses, for example market size estimation, determining economic value to customers, demand generation and customer acquisition with the help of customer lifetime value analysis, channel economics, product cannibalization, market share analysis, and pricing. In this technical Harvard Business School note, Sunil Gupta summarizes how these core metrics are calculated and applied.

June 15, 2020

McKinsey: Diversity Wins: How Inclusion Matters

A report published by McKinsey (in May) on inclusion is highly relevant right now. In this report, McKinsey discusses the business case for inclusion and diversity. This report discussed concrete steps companies should take in order to increase diversity among their talent. In this report, four short case studies are included as well (Citigroup, Pentair, Target, and Lockheed Martin).

June 10, 2020

AIM Institute: Guessing at B2B Customer Needs

The AIM Institute studied 50 new product development teams from 20 B2B companies that had conducted B2B customer interviews. Five in six teams reported that these customer interviews impacted their product design. This means that if you don’t interview B2B customers to formulate new product objectives, your customer insight is probably lacking. Most new product development teams would develop substantially different products if they truly understood their B2B customer needs. In the report ‘Guessing at B2B Customer Needs’, the AIMS Institute discussed the method of interviewing customers.

June 8, 2020

Godfrey: How to Adapt Your B2B Messaging During COVID-19

The COVID-19 crisis affects many functions of an organization. Focusing on messaging, Godfrey formulated advice on how to adapt communication. Varying from email campaigns to (virtual) sales calls and social media plans, both content and tone require attention. The advice has been summarized by five tips.

June 5, 2020

McKinsey: The COVID-19 Recovery Will Be Digital

McKinsey has published a report on the recovery following the COVID-19 crisis. According to the consultancy company, digital technologies will be on the forefront. The report discusses digitalization trends emerging from the COVID=19 crisis, and offers guidelines for preparing for recovery – taking into account digital transformation – for the first 90 days.

June 1, 2020

Ten Guidelines for Creating Opportunities in a Time of Crisis

Crises offer opportunity. In this opinion piece from Knowledge at Wharton by Jerry Wind, emeritus professor of marketing at Wharton, and Nitin Rakesh, CEO of Mphasis, an IT firm headquartered in Bangalore, India, ten guidelines are discussed that can help organizations to effectively create opportunities in times of crisis.

May 28, 2020

Sustainability Focus after the COVID-19 Crisis

In this article, several insights that may inspire marketers in considering sustainability opportunities and challenges are covered. Examples are offered on how marketers innovate at hyperspeed and demonstrate agility in rethinking products and business models. Even though this article is written based on many B2C examples, changing consumer preferences will ultimately affect B2B processes as well.

May 26, 2020

Current Financial Economic Outlooks

This report composed by by the Chief Investment Office by Merrill Lynch describes how a double exogenous shock from the coronavirus and the oil price war led to historic volatility and liquidity concerns. In this report, economic developments are covered, including the economic recovery in China as well as American trade with Asia, consumer spending developments, demographic developments, and industry developments.

May 21, 2020

The Hard Truth About Innovative Cultures

In this Harvard Business Review article, Gary Pisano shines a light on innovative cultures and analyzes why it is so hard to achieve an innovative organizational culture. According to Pisano, innovative cultures are paradoxical, having two sides of the coin. Innovative cultures have attractive, even ‘fun’ aspects, but are married with some tougher and less fun behaviors. Attempts to create innovative cultures will fail, unless these tensions are carefully managed:

May 15, 2020

McKinsey: Reskill Your Workforce to Emerge from the Crisis Stronger

As a result of the COVID-19 crisis, across industries, the workforce needs to adapt to changing conditions. Workers get new roles, activities change. The workforce need to be upskilled in order to deliver adapted business models. This article by McKinsey drafts how companies can develop a talent strategies that develops employees’ capabilities and resilience.

May 12, 2020

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