Strategy

Anthropologists who work in advertising and marketing research often make profound strategic contributions. However, many of them do not take an active part in strategy codification, specifically in the hands-on crafting of strategic documents, unless they are employed by advertising agencies as account planners or in strategy consulting firms that institutionalize the process. A concern throughout this chapter is that when anthropologists are absent throughout the process of strategy formulation, the power and influence of their contributions is curtailed.

This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development. A dataset of 257 television commercials from 23 countries was used in the analysis. The researchers found that the experiential (emotional) appeal had a stronger relationship with the components of brand knowledge in countries with medium and high gross domestic product (GDP).

How do firms repair their reputations after a serious accounting restatement? To answer this question, we review firms' press releases and identify 1,765 reputation-building actions taken by: (1) 94 restating firms in the periods before and after their restatement; and (2) a set of matched control firms during contemporaneous periods.

Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand switching, stockouts, and self-control. We integrate these perspectives into a common framework for understanding consumer substitution decisions; their specific drivers (availability of new alternatives, internal vs.

Why are banking systems unstable in so many countries—but not in others? The United States has had twelve systemic banking crises since 1840, while Canada has had none. The banking systems of Mexico and Brazil have not only been crisis prone but have provided minuscule amounts of credit to business enterprises and households.

What kinds of credit substitution, if any, occur when changes to banks' minimum capital requirements induce them to change their willingness to supply credit? The question is of first-order importance given the emergence of "macro-prudential" policy regimes in the wake of the global financial crisis, under which regulatory tools — in particular, minimum capital ratio requirements for banks — will be employed to control the supply of bank credit as part of the effort to improve the resilience of the financial system.

What does it take to drop ten strokes from your golf score? What part of Tiger Woods' game makes him a winner? Traditional golf stats can't answer these questions. Broadie, a professor at Columbia Business School, helped the PGA Tour develop its cutting-edge strokes gained putting stat. In this eye-opening new book, Broadie uses analytics from the financial world to uncover the secrets of the game of golf. He crunches mountains of data to show both professional and amateur golfers how to make better decisions on the course.

Rarely need one justify a topic as much as online entertainment for Africa. There is a lot of headshaking and muttering that it is not really important for Africans to watch TV shows on the Internet and that in any event their basic networks are too far behind to make this a realistic issue.

We study a scenario in which a firm designs the compensation contract for a salesperson who exerts unobservable effort to increase the level of uncertain demand and, jointly, the firm also decides the inventory level to be stocked. We use a newsvendor-type model in which actual sales depend on the realized demand but are limited by the inventory available, and unfulfilled demand cannot be observed. In this setup, under the optimal contract, the agent is paid a bonus for meeting a sales quota.