The concept of brand equity is barely ten years old and has only recently become the subject
of much academic research. This has largely focused on the short-term responses of US …

As well as being generalizations based on repeated empirical evidence, good empirical
generalizations have five other characteristics: scope, precision, parsimony, usefulness, and …

A study of marketing expenditure in five industrial countries found that most firms regularly
report one or more of six marketing metrics to the Board. Market share (79 per cent) and …

This article reports the results of a study of permission-based advertising via mobile phones.
The study, part of the proof of concept for a UK startup, specifically explored the …

This book by two leading experts takes a fresh look at the nature of television, starting from
an audience perspective. It draws on over twenty years of research about the audience in the …

A pple, Alphabet (Google), Microsoft, Amazon, and Facebook are now the five most valuable
public companies in the world by market capitalization. 1 This is the first time ever that …

… the publication of these suggestions by Papadakis and Barwise (1997), and broadly under
the … Please note that our review focuses only on the issues raised by Papadakis and Barwise (…

Over the past ten years, there has been growing interest in the process of strategic decision-making
among both managers and researchers. Strategic decisions are important for five …

This research note explores the influence of both CEO and top‐management team (TMT)
characteristics on the process of making strategic decisions (SDs). Empirical testing is based …

HBR. oRg in successful new-media start-ups, including one specializing in customer advisory
panels and online brand communities. Our conclusion? The companies that will succeed …