Category: Marketing

Displaying 32 results

How do you take a brand global?

In 2005, Lenovo, China’s largest PC maker, acquired IBM’s worldwide PC business. The company inherited nearly $10 billion in annual sales, but faced the challenge of introducing itself to millions of consumers.
Opinion
Global Business Marketing

How do you face the unknown?

Nature abhors a vacuum. Air invades emptiness. Water floods open space. What happens when a wall is breached and markets are allowed to enter countries where they’d previously been banned? In the 1990s, Rosemary Ripley participated in the infusion of private enterprise into former command economies.
Feature
Global Business Economics Marketing

Do markets need integrity?

For almost 40 years, Professor Michael C. Jensen has been a leader in elucidating the complex system of incentives and limitations that underlies business trends. Dean Joel Podolny spoke with Jensen about the market for corporate control, agency theory, and the benefits of integrity.
Opinion
Marketing

What does it take to create a market?

Creating a new market is different from developing a new product or service — it requires convincing an array of customers, partners, and other constituencies to see the world differently. And the effects can be far reaching, as markets are capable of taking on a life of their own. A media and technological innovator, a leader in the use of finance to address social problems, and a creator of housing futures discuss the risks and rewards of attempting the trick.
Opinion
Marketing

Can we fix discrimination in markets?

Studies and anecdotal evidence suggest that 40 years after the civil rights era, African Americans still find themselves under scrutiny in retail stores and women pay higher prices at car dealerships. How can we ensure fair treatment in markets?
Opinion
Marketing

What moves markets?

Markets bend to forces on the immense scale of macroeconomics. But they’re also nudged, poked, and even redirected by the individuals who work in them. In a 20-plus-year career, Teresa Barger has hit nearly every financial sector and every continent.
Feature
Marketing

Are markets always efficient?

Legendary investor Martin Whitman describes the factors that push markets toward efficiency — and how inefficiency presents opportunities for investors.
Research
Marketing

What is trust worth?

Steve LaVoie founded Arrowstream to improve supply-chain management in the restaurant business. He discovered that the benefits of trust in markets have been overlooked, in part because of an overemphasis on individual actors as opposed to relationships. He also learned that building and maintaining trust is hard work.
Feature
Operations Marketing

Are markets local or universal?

A market is a place (virtual or tangible) where buyers and sellers meet. Markets exist everywhere people do. But each market has its particular customs, as simple as a handshake or as intricate as a 40-page contract.
Feature
Global Business Marketing

Can markets help the poor?

A loan might allow you to buy a bike to commute to a new job or to nurse your business through an unexpected setback. But billions of people around the world have little or no access to financial markets. Microfinance is one potential solution to this dilemma.
Q & A
Social Enterprise Marketing