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Other Teaching and Training Material | 2015

Marketing Reading: Marketing Intelligence

by Robert J. Dolan and Leslie K. John

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Abstract

This reading provides the basic knowledge a marketing manager needs in order to choose the right combination of research methods, as well as the best way to present research findings to stakeholders. Furthermore, this Reading shows how effective decision making hinges on marketing intelligence, which is defined as a deep and informed understanding of the relationship among the customer, the marketing environment, and the company's offerings.

Keywords: marketing research; Marketing;

Language: English Format: Print Purchase

Citation:

Dolan, Robert J., and Leslie K. John. "Marketing Reading: Marketing Intelligence." Core Curriculum Readings Series. Harvard Business Publishing 8191, 2015.

About the Authors

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Robert J. Dolan
Baker Foundation Professor
Marketing

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Leslie K. John
Marvin Bower Associate Professor
Negotiation, Organizations & Markets

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More from these Authors

  • Article | Management Science | November 2019

    Procedural Justice and the Risks of Consumer Voting

    Tami Kim, Leslie John, Todd Rogers and Michael I. Norton

    Firms are increasingly giving consumers the vote. Eight studies demonstrate that when firms empower consumers to vote, consumers infer a series of implicit promises—even in the absence of explicit promises. We identify three implicit promises to which consumers react negatively when violated: representation (Experiments 1A–1C); consistency (Experiment 2), and non-suppression (Experiment 3). However, when firms honor these implicit promises, voting can mitigate the disappointment that arises from receiving an undesired outcome (Experiment 4). Finally, Experiment 5 identifies one instance when suppressing the vote outcome is condoned: when voters believe that the process of voting has resulted in an unacceptable outcome. More generally, we show that procedural justice plays a key mediating role in determining the relative success or failure of various empowerment initiatives—from soliciting feedback to voting. Taken together, we offer insight into how firms can realize the benefits of empowerment strategies while mitigating their risks.

    Keywords: consumer empowerment; voting; procedural justice; promises; Customer Relationship Management; Voting; Perception; Fairness; Risk Management;

    Citation:

    Kim, Tami, Leslie John, Todd Rogers, and Michael I. Norton. "Procedural Justice and the Risks of Consumer Voting." Management Science 65, no. 11 (November 2019): 5234–5251.  View Details
    CiteView DetailsFind at Harvard Read Now Related
  • Case | HBS Case Collection | June 2018 (Revised October 2019)

    Back to the Roots

    Elizabeth A. Keenan and Leslie K. John

    Email mking@hbs.edu for a courtesy copy.

    Back to the Roots (BTTR) is a start-up with a social mission to “undo food”—to reconnect people to where their food comes from. In late 2017, Back to the Roots cofounders Nikhil Arora and Alex Velez were contemplating their next move. The company had an eclectic portfolio of products, including ready-to-grow products, which included gardens in a can, and ready-to-eat products, which included cereals, and was being courted by two major players in each category. With an award-winning cereal-based snack bar in their hands, the duo was debating whether they should delve further into the ready-to-eat category. But it was a competitive space. They wondered whether they were ready to launch yet another new product and, if so, what this move would mean for their ready-to-grow product line. Which path would enable them to best achieve their growth goals?

    Keywords: organic food; Startup; crowdfunding; sustainability; transparency; Entrepreneurship; Business Startups; Product Development; Product Marketing; Growth and Development Strategy; Decision Making; Food; Food and Beverage Industry;

    Citation:

    Keenan, Elizabeth A., and Leslie K. John. "Back to the Roots." Harvard Business School Case 518-073, June 2018. (Revised October 2019.) (Email mking@hbs.edu for a courtesy copy.)  View Details
    CiteView DetailsEducatorsPurchase Related
  • Case | HBS Case Collection | September 2019 (Revised October 2019)

    Aura Biosciences: Bringing a Breakthrough Drug to Market

    Robert J. Dolan and Navid Mojir

    Citation:

    Dolan, Robert J., and Navid Mojir. "Aura Biosciences: Bringing a Breakthrough Drug to Market." Harvard Business School Case 520-032, September 2019. (Revised October 2019.)  View Details
    CiteView DetailsEducatorsPurchase Related
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