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Digital Marketing
Sales
Voice AI is a complementary channel that can boost a...
Spotlight Chenshuo Sun  
Digital Platforms
Established companies should follow a multi-layered governance model that addresses...
In-Depth Maximilian Schreieck et al.  
Digital Transformation
Assessing the impacts of digitalization on corporate responsibility.
In-Depth Leena Lankoski and N. Craig Smith et al.  
Digital Marketing
Digital-era leadership requires bold governance that drives meaningful innovation and...
Insight Stephen J. Andriole et al.  



Exploring Generative AI’s Role in Digital Advertisement Creation
Insight Generative AI   02 Jun 2025 JungYun Han and Jelena Tiu
Reimagining Service Contracts Using Predictive Technology in Business to Business (B2B) Domains
Insight Predictive Modeling   19 May 2025 Amit Joshi
Redefining Marketing in the Era of Data
Insight Marketing Strategy   07 May 2025 Rae Yule Kim
Sales AI: Unlocking Growth by Balancing Human-Led Relationships and AI Effectiveness
Insight Sales   07 May 2025 Anita Anbu and Venkat Tummalapalli
Bringing Digital Designs to Light
Insight Digital Marketing   11 Feb 2025 Crystal Reeck, Nathaniel Posner, Kellen Mrkva, and Eric J. Johnson
When Should Incumbent Consumer Goods Producers Ally with Digital Platforms?
In-Depth Digital Platforms   01 Feb 2025 Charles Baden-Fuller, John Blair, and David Teece
Leveraging Livestreaming to Enrich Influencer Marketing
In-Depth Digital Marketing   01 Feb 2025 Oliver Buckley, Rachel Ashman, and Michael Haenlein
Master Gender Identity in Consumer Behavior: Boost Your Marketing Connection
Insight Marketing Strategy   30 Jan 2025 Jorge Pena Marin, Micayla Downey, Ayalla Ruvio, and G. Tomas M. Hult
Achieving Operational Excellence Through Intelligent and Interactive Ecosystems
Insight Digital Marketing   10 Dec 2024 Annika Steiber and J. Mark Munoz
When and Why Do Investors Prefer Copycats?
Insight Marketing Strategy   25 Nov 2024 Mokter Hossain
Is User-Generated Content (UGC) a double edged sword for Marketers?
Insight Marketing Strategy   13 Nov 2024 Rajeshwari Krishnamurthy and Rohit Kumar Mukherjee
Unlocking the Persuasive Power of Numbers
Insight Marketing Strategy   12 Nov 2024 Jorge Pena Marin, Ellen Lahn, and G. Tomas M. Hult
Open Innovation’s Potential in the Metaverse: Leveraging Digital Features to Build Trust with Partners
In-Depth Open Innovation   01 Nov 2024 Lukas Falcke and Ann-Kristin Zobel
Legitimizing Digital Technologies in Open Innovation Ecosystems: Overcoming Adoption Barriers in Healthcare
In-Depth Open Innovation   01 Nov 2024 Krithika Randhawa, Wim Vanhaverbeke, and Paavo Ritala
Cultivate a Reservoir of Customer Goodwill
Insight Marketing Strategy   14 Oct 2024 G. Tomas M. Hult
Factors to Consider While Choosing to Advertise Through the Metaverse
Insight Brand Management   03 Sep 2024 Rajeshwari Krishnamurthy and Rushikesh Borse
Essential Capabilities for Successful Digital Service Innovation at the Bottom of the Pyramid
In-Depth Digital Marketing   01 May 2024 Vijaya Sunder M and Siddhartha Modukuri
Digital Transformation in Corporate Banking: Toward a Blended Service Model
In-Depth Digital Marketing   01 May 2024 Gergely Lóska and Juha Uotila
Digital Platform Grafting: Strategies for Entering Established Ecosystems
In-Depth Digital Platforms   01 May 2024 Joakim Björkdahl, Marcus Holgersson, and David J. Teece
From Debriefing Management to Briefing Management: Pioneering Future-Oriented Strategies in the Digital Age
Insight Digital Transformation   26 Mar 2024 Thierry Warin
There’s Hope for the Metaverse – Just Not the Metaverse We Thought
Insight Digital Transformation   26 Mar 2024 Robert D. Austin, Rob Gleasure, and Stefan Henningsson
Strategic Insights for Improved Performance: Leveraging Data in CEO CSR Communications
Insight Marketing Strategy   29 Feb 2024 Ananya Hadadi Raghavendra, Pradip Kumar Bala, and Arindam Mukherjee
The Business Value of Gamification
In-Depth Marketing Strategy   01 Feb 2024 Michael G. Jacobides, M. Dalbert Ma, Konstantinos Trantopoulos, Vasilis Vassalos
How to Get More from the Cloud: Three Talent Strategies You’re Probably Neglecting
Insight Digital Marketing   16 Jan 2024 Kenneth Munie, Wang Jin, Sebastian Steffen, and Prashant P. Shukla
Stop Saying “We Live in VUCA Times”
Insight Marketing Strategy   28 Nov 2023 Alessandro Lanteri
Scarcity as Strategy: Innovative Business Models for a Resilient Future
Insight Marketing Strategy   30 Oct 2023 Christopher P. Blocker, Jonathan Zhang, Ronald Paul Hill, and Caroline Roux
Strategies for Value Reconfiguration in Online Platforms
In-Depth Digital Platforms   30 Oct 2023 Kuchi Sanchita, Sumeet Gupta
From Buzzword to Biz World: Realizing Blockchain’s Potential in the International Business Context
In-Depth Blockchain   30 Oct 2023 Juan Du, Bo Bernhard Nielsen, and Catherine Welch
The Era of ‘Open Brands’
Insight Open Innovation   25 Sep 2023 Estevan Vilar
Embarking on a Business Agility Journey: Balancing Autonomy Versus Control
In-Depth Digital Transformation   01 Aug 2023 Michela Beretta and Pernille Smith
Digital Entrepreneurship: Navigating the Maze Leading to Success
Insight Entrepreneurship   24 Jul 2023 Ritesh Jain and J. Mark Munoz
A Promising Future of Balloons for Internet and Other Services
Insight Digital Marketing   12 Jun 2023 Mokter Hossain
Leveraging Digital Twins to Attain a Competitive Edge
Insight Digital Marketing   08 May 2023 Thierry Warin
Sweden Is Top In Pop – Five Business Takeaways
Insight Marketing Strategy   10 Apr 2023 G. Tomas M. Hult and Daniel T. Hult
TruthCRM Competitive Auction in Mergers and Acquisitions Simulation
Case Study Digital Marketing   01 Apr 2023 Berkeley Haas Case Series
Are Customer Expectations Skyrocketing – What Can Companies Do?
Insight Customer Relationships   20 Mar 2023 G. Tomas M. Hult and Forrest Morgeson
Dilemmas of ChatGPT in Content Creation Industry
Insight Digital Marketing   06 Mar 2023 Mark Esposito, Terence Tse, and Tahereh Saheb
Boosting Persuasion: The Attention Benefits of Multiple Narrating Voices
Insight Marketing Strategy   06 Feb 2023 Hannah H. Chang, Anirban Mukherjee, and Amitava Chattopadhyay
The Digital Workplace: Navigating in a Jungle of Paradoxical Tensions
In-Depth Organizational Behavior   01 Feb 2023 Olga Kokshagina and Sabrina Schneider
Transforming Your Brand Using the Metaverse: Eight Strategic Elements to Plan For
Insight Brand Management   18 Dec 2022 Rajeshwari Krishnamurthy, Vaibhav Chawla, Ashok Venkatramani, and Gayathri Jayan
A Value-Driven Digital Strategy Framework for Healthcare Firms
Insight Digital Marketing   05 Dec 2022 Vijaya Sunder M, Siddhartha Modukuri, and Rajendra Srivastava
Harnessing Alternative Data for Competitive Advantage
Insight Data Management   07 Nov 2022 Anil K. Gupta, Jon Norberg, Evan Schnidman, and Kai Wu
Optimizing Customer Involvement: How Close Should You Be to Your Customers?
In-Depth Marketing Strategy   01 Nov 2022 Scott E. Sampson and Richard B. Chase
Blended Value Creation: The Mediating Role of Competences
In-Depth Entrepreneurship   01 Nov 2022 Rama Krishna Reddy Kummitha
Realizing and Overcoming the Digital Myopia
Insight Digital Transformation   08 Aug 2022 Vijaya Sunder M and Siddhartha Modukuri
Value Impedance and Dynamic Capabilities: The Case of MedTech Incumbent-Born Digital Healthcare Platforms
In-Depth Digital Platforms   01 Aug 2022 Asta Pundziene, Tobias Gutmann, Marc Schlichtner, and David J. Teece
How to Build Network Effects on Online Platforms for Mental Health
In-Depth Digital Platforms   01 Aug 2022 Junjie Zhou and Xing Wan
“Digital Colonization” of Highly Regulated Industries: An Analysis of Big Tech Platforms’ Entry into Health Care and Education
In-Depth Digital Platforms   01 Aug 2022 Hakan Ozalp, Pinar Ozcan, Dize Dinckol, Markos Zachariadis, and Annabelle Gawer
Why the Future Belongs to Empathetic Technologists
Insight Marketing Strategy   18 Jul 2022 Carsten Lund Pedersen
Securing the Upside of Digital Transformation BEFORE Implementation
Insight Digital Transformation   07 May 2022 Işık Biçer
How Can Large Manufacturers Digitalize Their Business Models? A Framework for Orchestrating Industrial Ecosystems
In-Depth Data Management   01 May 2022 David Sjödin, Vinit Parida, and Ivanka Visnjic
“Controlled Escalation”: A Spiral Model of Continuous Change in Platform Competition
Insight Digital Platforms   19 Apr 2022 Feng Li
The ABCs of Making Executives Digitally Literate
Insight Business Intelligence   05 Apr 2022 Carsten Lund Pedersen
Why Digital Strategy & Operational Technology Must Remain Perfect Strangers
Insight Technology Strategy   08 Mar 2022 Stephen J. Andriole and Noah P. Barsky
Artificial Intelligence-Driven Customer Experience: Overcoming The Challenges
Insight Customer Relationships   01 Mar 2022 Rijul Chaturvedi
The Future of Global Supply Chains in a Post-COVID-19 World
In-Depth Global Supply Chains   14 Feb 2022 Rajat Panwar, Jonatan Pinkse, and Valentina De Marchi
Certainty Satiation Marketing for Disrupted Supply Chains
Insight Global Supply Chains   17 Jan 2022 Daniel J. Finkenstadt, Rob Handfield, and Tojin Thomas Eapen
Share and Share Alike: How Inner Source Can Help Create New Digital Platforms
In-Depth Open Innovation   10 Nov 2021 Lorraine Morgan, Rob Gleasure, Abayomi Baiyere, and Hong Phuc Dang
Digital Smallness at Work – Shrinking the Enterprise?
Insight Social Media   25 Oct 2021 Terence Tse, Olaf J. Groth, Mark Esposito, and Dan Zehr
Integrating the Digital World with Therapeutic Services
Insight Digital Transformation   26 Sep 2021 Lydia Poon
Getir: A Remarkable Example of a Digital Disrupter from An Emerging Market
Insight Open Innovation   13 Sep 2021 M. Mithat Üner, T. Cuneyt Evirgen, and S. Tamer Cavusgil
Four Ways to Improve Risk Reporting
In-Depth Risk Management   12 Aug 2021 Ruchi Agarwal and Sanjay Kallapur
Will Netflix Become the Next Blockbuster?
Insight Digital Marketing   12 Jul 2021 Richin Jose
Leveraging the Physical Store to Boost Customer Value - Providing the Right Engagement at the Right Time
Insight Marketing Strategy   24 Jun 2021 Jonathan Zhang and Scott Neslin
Building Marketing Capabilities on Real-time Customer Conversations for Revenue and Growth
Insight Marketing Strategy   24 Jun 2021 Jifeng Mu
Brand Owners, Be Careful to Manage Your Brand's E-Commerce Presence
Insight Digital Marketing   25 Apr 2021 Jifeng Mu
From Financial Management to Financial Health: The Role of AI in Fostering the Financial Relationship Model
Insight Customer Relationships   25 Apr 2021 Monica Hovsepian, Simon Masterman, and J. Mark Munoz
Ready or Not: Managers’ and Employees’ Different Perceptions of Digital Readiness
In-Depth Digital Transformation   01 Feb 2021 Anne Gfrerer, Katja Hutter, Johann Füller, and Thomas Ströhle
Open Innovation’s “Multiunit Back-End Problem”: How Corporations Can Overcome Business Unit Rivalry
In-Depth Digital Transformation   01 Feb 2021 Thuy Seran and Sea Matilda Bez
Do Digital Technology Firms Earn Excess Profits?
Insight Digital Transformation   19 Nov 2020 Shivaram Rajgopal, Anup Srivastava, and Rong Zhao
Corona-blues: The next hollowing-out of the economy
Insight Digital Marketing   26 Oct 2020 Olaf J. Groth, Mark Esposito, and Terence Tse
Medinas Health: Building a Medical Equipment Marketplace
Case Study Digital Marketing   01 Aug 2020 Berkeley Haas Case Series
Enel X: Driving Digital Transformation in the Energy Sector
Case Study Digital Transformation   01 Aug 2020 Berkeley Haas Case Series
Mastering the Digital Transformation of Sales
In-Depth Digital Marketing   01 Aug 2020 Paolo Guenzi and Johannes Habel
Implementing a Digital Strategy: Learning from the Experience of Three Digital Transformation Projects
In-Depth Digital Transformation   01 Aug 2020 Alessia Correani, Alfredo De Massis, Federico Frattini, Antonio Messeni Petruzzelli, and Angelo Natalicchio
Managing Digital Transformation: Scope of Transformation and Modalities of Value Co-Generation and Discovery
In-Depth Digital Marketing   01 Aug 2020 Carmelo Cennamo, Giovanni Battista Dagnino, Alberto Di Minin, and Gianvito Lanzolla
Strategies for Digitalization in Manufacturing Firms
In-Depth Digital Transformation   01 Aug 2020 Joakim Björkdahl
Who should care about the Facebook ad boycott?
Insight Advertising   31 Jul 2020 Vasilis Theoharakis, Nikos Mylonopoulos, and Pavlos Vlachos
Coronavirus and the widening educational digital divide: The perfect storm for inequalities?
Insight Social Impact   31 Jul 2020 Nathalie de Marcellis-Warin, J. Mark Munoz, and Thierry Warin
Strategically engaging with China's Relational Digital Ecosystem
Insight Globalization   28 Apr 2020 Dan Prud'homme, Xiaoyuan Zhao, and Tony Tong
Doubling Down on Double Sandwich Tax Schemes
Insight Globalization   30 Mar 2020 Anup Srivastava, Hussein Warsame, and Luminita Enache
Embracing Digital Transformation as-a-Service
Insight Digital Platforms   19 Feb 2020 Jonathan Zhang and Hsiao-Wuen Hon
How to Harness AI Technology for Marketing Success
Insight Marketing Strategy   26 Nov 2019 Jonathan Zhang, Jifeng Mu, and David Gilliland
Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
In-Depth Marketing Strategy   01 Aug 2019 V. Kumar, Bharath Rajan, Rajkumar Venkatesan, Jim Lecinski
Letting the Computers Take Over: Using AI to Solve Marketing Problems
In-Depth Marketing Strategy   01 Aug 2019 Gijs Overgoor, Manuel Chica, William Rand, Anthony Weishampel
Demystifying AI: What Digital Transformation Leaders Can Teach You about Realistic Artificial Intelligence
In-Depth Digital Transformation   01 Aug 2019 Jürgen Brock, Florian Wangenheim
Amazon: Convenience at a Cost
Insight Social Media   10 Apr 2019 Priscila Aoki
Using AI to Give Customers What They Want
Insight Artificial Intelligence   04 Feb 2019 Nikolas Jintri
Simple Rules for a Network Efficiency Business Model: The Case of vizio
In-Depth Business Models   01 Feb 2019 Sayan Chatterjee, Kurt Matzler
How Managers Perceive Real-Time Management: Thinking Fast & Flow
In-Depth Change Management   01 Feb 2019 Pernille Ryden, Omar El Sawy
Configuring the Last-Mile in Business-to-Consumer E-Retailing
In-Depth Global Supply Chains   01 Feb 2019 Stanley Lim, Matthias Winkenbach
Business Model Responses to Digital Piracy
In-Depth Digital Marketing   01 Feb 2019 Paolo Aversa, Andres Hervas-Drane, Morgane Evenou
Innovation, Co-Creation, and Design Thinking: How Salesforce's Ignite Team Accelerates Enterprise Digital Transformation
Case Study Customer Relationships   01 Oct 2018 Berkeley Haas Case Series
BAYCAT: How a New Hybrid Nonprofit Model is Creating Sustainability and Driving Social Change
Case Study Business Models   01 Oct 2018 Berkeley Haas Case Series
Targeted Ads: The Good, the Bad, the Unavoidable
Insight Advertising   28 Apr 2018 Kimberly Rotter
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Case Study Advertising   01 Apr 2018 Berkeley Haas Case Series
Internet-Based Entrepreneurial Finance: Lessons from Germany
In-Depth Digital Marketing   01 Feb 2018 Lars Hornuf, Armin Schwienbacher
Value Propositions for Disruptive Technologies: Reconfiguration Tactics in the Case of Electric Vehicles
In-Depth Marketing Strategy   01 Aug 2017 Jonatan Pinkse, Rene Bohnsack
Strategies for Higher Education in the Digital Age
In-Depth Technology Strategy   01 Aug 2017 Pankaj Ghemawat
Neuromarketing: Inside the Mind of the Consumer
In-Depth Customer Relationships   01 Aug 2017 Ming Hsu
In Pursuit of Product Modularity: Impediments and Stimulants
In-Depth Product Development   01 Aug 2017 Bardia Kamrad, Glen Schmidt, Sezer Ulku
Entering Conscious Consumer Markets: Toward a New Generation of Sustainability Strategies
In-Depth Marketing Strategy   01 Aug 2017 Boyd Cohen, Pablo Munoz
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Case Study Marketing Strategy   01 Jul 2017 Berkeley Haas Case Series
Seeding, Referral, and Recommendation: Creating Profitable Word-of-Mouth Programs
In-Depth Marketing Strategy   01 Feb 2017 Michael Haenlein, Barak Libai
Consumer Electronics Show (CES) Showcases Latest in Self-Driving Cars
Insight Digital Marketing   23 Jan 2017 Michael Eliot
Millennials and the Rising Demand for Corporate Social Responsibility
Insight Marketing Strategy   20 Jan 2017 Kelsey Chong
Rewarding Consumers for Recycling Packaging: Kimberly-Clark Seeks Shared Value
Case Study Digital Marketing   01 Jan 2017 Berkeley Haas Case Series
Kode for Kids: A New Era of Computer Literacy
Insight Digital Platforms   26 Oct 2016 Michael Pollack
Digital Data Streams: Creating Value from Real-Time Flow of Big Data
In-Depth Data Management   01 May 2016 Richard Watson, Federico Pigni, Gabriele Piccoli
Crowdfunding: A Grassroots Revolution in Startup Investment
Insight Entrepreneurship   11 Mar 2016 Adelia Gregory
What Problems Does Crowdfunding Solve?
In-Depth Digital Platforms   01 Feb 2016 Peter Younkin, Keyvan Kashkooli
In the Spirit of Holiday Marketing: The Wants and Needs of American Consumers
Insight Marketing Strategy   22 Dec 2015 Danielle Miguel
4 Reasons Why Businesses Should Transition to the Cloud
Insight Information Technology   19 Oct 2015 Jocelyn Shieh
Maersk: The Value of Social Media
Insight Social Media   05 Oct 2015 Lillian Dong
Crowdsourcing-Based Business Models: How to Create and Capture Value
In-Depth Business Models   01 Aug 2015 Thomas Kohler
CGIP: Managing Consumer Generated Intellectual Property
In-Depth Brand Management   01 Aug 2015 Pierre Berthon, Leyland Pitt, Jan Kietzmann, Ian McCarthy
Castlight Health: Disrupting the Health Care Industry
In-Depth Digital Marketing   01 Aug 2015 Kristiana Raube
HCL's Digital Open Innovation: Enhancing Business Model Effectiveness through Talent and Customer Acquisition, Development, and Retention
Case Study Technology Strategy   01 Jul 2015 Berkeley Haas Case Series
A Service Lens on Value Creation: Marketing's Role in Achieving Strategic Advantage
In-Depth Marketing Strategy   01 Nov 2014 Lance Bettencourt, Robert Lusch, Stephen Vargo
Castlight Health: Disrupting the Health Care Industry
Case Study Digital Marketing   14 Sep 2014 Berkeley Haas Case Series
Theaster Gates: Artist as Catalyst for Community Development
Case Study Entrepreneurship   30 Jun 2014 Berkeley Haas Case Series
J. C. Penney: Activist Investors and the Rise and Fall of Ron Johnson
Case Study Marketing Strategy   29 Jun 2014 Berkeley Haas Case Series
Maersk Line: B2B Social Media - "It's Communication, Not Marketing"
In-Depth Social Media   01 May 2014 Miklos Sarvary, Zsolt Katona
Thrive or Revive? The Kaiser Permanente 'Thrive' Marketing Programs
Case Study Marketing Strategy   09 Mar 2014 Berkeley Haas Case Series
Maersk Line: B2B Social Media - 'It's Communication, Not Marketing'
Case Study Marketing Strategy   10 Feb 2014 Berkeley Haas Case Series
Annie's: Growing Organically
Case Study Brand Management   03 Feb 2014 Berkeley Haas Case Series
People Operations at Mozilla Corporation: Scaling a Peer-to-Peer Global Community
Case Study Open Innovation   31 May 2013 Berkeley Haas Case Series
Building Brands Together: Emergence and Outcomes of Co-Creation
In-Depth Brand Management   01 May 2013 Majken Schultz, Nicholas Ind, Oriol Iglesias
Zoosk: Pivoting to Win the Dating Game
Case Study Marketing Strategy   09 Feb 2013 Berkeley Haas Case Series
Doing Business Without Exchanging Money: The Scale and Creativity of Modern Barter
In-Depth Digital Marketing   01 Feb 2013 Jack Kaikati, Andrew Kaikati
Netflix: Pricing Decision 2011
Case Study Digital Marketing   20 Jan 2013 Berkeley Haas Case Series
Alphabet Energy: Thermoelectrics and Market Entry
In-Depth Brand Management   01 Nov 2012 Beverly Alexander, Adam Boscoe, Mason Cabot, Philip Dawsey, Luc Emmanuel Barreau, Russell Griffith
Democratizing Strategy: How Crowdsourcing Can Be Used for Strategy Dialogues
In-Depth Teams & Collaboration   01 Aug 2012 Sayan Chatterjee, Daniel Stieger, Kurt Matzler, Florian Ladstaetter-Fussenegger
Wallit
Case Study Digital Platforms   31 Jul 2012 Berkeley Haas Case Series
PixSense: Go-to-Market Strategy
Case Study Technology Strategy   31 Jul 2012 Berkeley Haas Case Series
Alphabet Energy
Case Study Brand Management   31 Jul 2012 Berkeley Haas Case Series
B2B Brand Architecture
In-Depth Brand Management   01 Feb 2012 Steve Muylle, Niraj Dawar, Deva Rangarajan
McDonald's 55 Cent Promotion
Case Study Marketing Strategy   01 Dec 2011 Berkeley Haas Case Series
How to Foster and Sustain Engagement in Virtual Communities
In-Depth Shareholder Engagement   01 Aug 2011 Constance Porter, Naveen Donthu, William MacElroy, Donna Wydra
Conscious Capitalism: A Better Way to Win
In-Depth Brand Management   01 May 2011 Rajendra Sisodia
Marketing Technological Innovation to LDCs: Lessons from One Laptop Per Child
In-Depth Technology Strategy   01 Feb 2011 Betsy Gelb, Emmanuel Yujuico
Challenges in Marketing Socially Useful Goods to the Poor
In-Depth Marketing Strategy   01 Aug 2010 Aneel Karnani, Bernard Garrette
MasterCard vs. Visa: The Fight for Mobile Payments
Case Study Digital Marketing   31 May 2010 Berkeley Haas Case Series
The Impact of Illegal Peer-to-Peer File-Sharing on the Media Industry
In-Depth Digital Marketing   01 May 2010 Sanjay Goel, Paul Miesing, Uday Chandra
Ambient Communication: How to Engage Consumers in Urban Touch-Points
In-Depth Digital Marketing   01 May 2010 Rossella Gambetti
Refining Virtual Co-Creation from a Consumer Perspective
In-Depth Open Innovation   01 Feb 2010 Johann Fueller
Where’s the Fine Print? Advertising and the Mortgage Market Crisis
In-Depth Advertising   01 Nov 2009 Vanessa Perry, Carol Motley
From Volume to Value: Managing the Value-Add Reseller Channel at Cisco
In-Depth Marketing Strategy   01 Nov 2009 Kirthi Kalyanam, Surinder Brar
Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand
In-Depth Brand Management   01 Nov 2009 Pierre Berthon, Leyland Pitt, Michael Parent, Jean-Paul Berthon
Marketing in a Silo World: The Challenge for Chief Marketing Officers
In-Depth Brand Management   01 Nov 2008 David Aaker
Managing Proprietary and Shared Platforms
In-Depth Digital Platforms   01 Aug 2008 Thomas Eisenmann
Ad Lib: When Customers Create the Ad
In-Depth Advertising   01 Aug 2008 Pierre Berthon, Leyland Pitt, Colin Campbell
New Product Blockbusters: The Magic and Science of Prediction Markets
In-Depth Open Innovation   01 Nov 2007 Teck-Hua Ho, Kay-Yut Chen
A Dashboard for Online Pricing
In-Depth Marketing Strategy   01 Nov 2007 John Morgan, Michael Baye, J. Gatti, Paul Kattuman
The Mirage of Marketing to the Bottom of the Pyramid: How the Private Sector Can Help Alleviate Poverty
In-Depth Entrepreneurship   01 Aug 2007 Aneel Karnani
DreamCycles: Sustaining Growth
Case Study Global Supply Chains   31 May 2007 Berkeley Haas Case Series
Finding, Forming, and Performing: Creating Networks for Discontinuous Innovation
In-Depth Alliances & Mergers   01 May 2007 Julian Birkinshaw, John Bessant, Rick Delbridge
Architecture and Communication among Product Development Engineers
In-Depth Communication   01 Feb 2007 Thomas Allen
PAX Scientific
Case Study Product Development   30 Nov 2006 Berkeley Haas Case Series
Dolby Laboratories, Inc.
Case Study Digital Marketing   30 Nov 2006 Berkeley Haas Case Series
Craigslist Online Community
Case Study Digital Marketing   30 Nov 2006 Berkeley Haas Case Series
Reputation in Online Auctions: The Market for Trust
In-Depth Digital Marketing   01 Nov 2006 Jennifer Brown, John Morgan
Yahoo! Connected Life
Case Study Digital Marketing   30 Oct 2006 Berkeley Haas Case Series
Realizing the Promise of E-Business: Developing and Leveraging Electronic Partnering Options
In-Depth Digital Marketing   01 Aug 2006 Richard Watson, Debabroto Chatterjee, Albert Segars
Merging Brands after Mergers
In-Depth Brand Management   01 Aug 2006 Kunal Basu
Logistics Service Providers in Internet Supply Chains
In-Depth Supply Chain Management   01 Aug 2006 Elliot Rabinovich, A. Knemeyer
Diffusion of Web-Based Product Innovation
In-Depth Customer Relationships   01 Aug 2006 Emanuela Prandelli, Gianmario Verona, Deborah Raccagni
Making the Case Method Work for You
Case Study Research & Development   30 Jul 2006 Berkeley Haas Case Series
Tellme Networks, Inc.
Case Study Growth Strategy   01 Feb 2006 Berkeley Haas Case Series
The Value Palette: A Tool for Full Spectrum Strategy
In-Depth Marketing Strategy   01 Feb 2006 Jed Emerson, Seb Beloe, John Elkington
How to Delight Your Customers
In-Depth Quality Management   01 Nov 2005 Barry Berman
Consuming Technology: Why Marketers Sometimes Get it Wrong
In-Depth Digital Marketing   01 Nov 2005 Pierre Berthon, James Hulbert, Leyland Pitt
Transferring 'Marketing Knowledge' to the Nonprofit Sector
In-Depth Marketing Strategy   01 Aug 2005 Alan Andreasen, Ronald Goodstein, Joan Wilson
De-Marketing Obesity
In-Depth Brand Management   01 Aug 2005 Brian Wansink
WorldCom: 'Generation D'
Case Study Digital Marketing   30 Nov 2004 Berkeley Haas Case Series
Valuing the Cause Marketing Relationship
In-Depth Marketing Strategy   01 Nov 2004 John Gourville, V. Rangan
Integrating Social Responsibility and Marketing Strategy: An Introduction
In-Depth Marketing Strategy   01 Nov 2004 David Vogel, N. Smith, C. Bhattacharya
Understanding Customer Choices in E-Financial Services
In-Depth Digital Marketing   01 Aug 2004 Zafar Iqbal, Rohit Verma, Gerhard Plaschka
The Three Faces of Consumer Promotions
In-Depth Marketing Strategy   01 Aug 2004 Hans Grande, Priya Raghubir, J. Inman
Stealth Marketing: How to Reach Consumers Surreptitiously
In-Depth Marketing Strategy   01 Aug 2004 Jack Kaikati, Andrew Kaikati
Advance Selling for Services
In-Depth Digital Marketing   01 May 2004 Steven Shugan, Jinhong Xie
Making Sense of Emerging Market Structures in B2B E-Commerce
In-Depth Marketing Strategy   01 Nov 2003 B. Mahadevan
The Gift Exchange in the Social Networks of Silicon Valley
In-Depth Alliances & Mergers   01 Aug 2003 Michael Ferrary
The Blended Value Proposition: Integrating Social and Financial Returns
In-Depth Digital Marketing   01 Aug 2003 Jed Emerson
Developing Productive Customers in Emerging Markets
In-Depth Emerging Markets   01 Aug 2003 Fernando Flores, Maria Flores-Letelier, Charles Spinosa
Unleashing the Power of Yield Management in the Internet Era: Opportunities and Challenges
In-Depth Supply Chain Management   01 May 2003 Howard Marmorstein, Jeanne Rossomme, Dan Sarel
The Role of Differentiation in Markets Driven by Advertising
In-Depth Marketing Strategy   01 May 2003 David Soberman
Shakeouts in Digital Markets: Lessons from B2B Exchanges
In-Depth Digital Marketing   01 Feb 2003 Adam Fein, Gregg Ruppersberger, George Day
Beyond Online Search: The Road To Profitability
In-Depth Digital Marketing   01 Feb 2003 Ming Zeng, Werner Reinartz
The MU Chip
Case Study Technology Strategy   19 Oct 2002 Berkeley Haas Case Series
Marketing Financial Services to the African-American Consumer: A Comparative Analysis of Investment Portfolio Composition
In-Depth Finance   01 Aug 2002 Thomas Stevenson, D. Plath
Leveraging Internet Technologies in B2B Relationships
In-Depth Technology Strategy   01 Aug 2002 Sandy Jap, Jakki Mohr
NTT DoCoMo and Its i-mode Success: Origins and Implications
In-Depth Technology Strategy   01 May 2002 John Ratliff
zipRealty: Leading a Start-up to the Next Level
Case Study Entrepreneurship   30 Nov 2001 Berkeley Haas Case Series
E-Business: Revolution, Evolution, or Hype?
In-Depth Technology Strategy   01 Nov 2001 Tim Coltman, Timothy Devinney, Alopi Latukefu, David Midgley
Uncovering Patterns in Cybershopping
In-Depth Digital Marketing   01 Aug 2001 Wendy Moe, Peter Fader
A Framework for Customer Relationship Management
In-Depth Customer Relationships   01 Aug 2001 Russell Winer
Technological Mediation and Commercial Development in the Early Internet Access Market
In-Depth Digital Marketing   01 Feb 2001 Shane Greenstein
Shopping Online for Freedom, Control, and Fun
In-Depth Digital Marketing   01 Feb 2001 Mary Wolfinbarger, Mary Gilly
Palm Computing in 1994
Case Study Digital Marketing   30 Nov 2000 Berkeley Haas Case Series
Business Models for Internet-Based E-Commerce: An Anatomy
In-Depth Business Models   01 Aug 2000 B. Mahadevan
E-Retail: Gold Rush or Fool's Gold?
In-Depth Digital Marketing   01 May 2000 Kenneth Rosen, Amanda Howard
The Race to Build Next-Generation Networks
In-Depth Technology Strategy   01 Feb 2000 Richard McGinn
Beating the Clock: Corporate Responses to Rapid Change in the PC Industry
In-Depth Supply Chain Management   01 Nov 1999 James Curry, Martin Kenney
Managing Brands for the Long Run: Effective Brand Reinforcement and Revitalization Strategies
In-Depth Brand Management   01 May 1999 Kevin Keller
The Art of Standards Wars
In-Depth Technology Strategy   01 Feb 1999 Carl Shapiro, Hal Varian
Organizing Knowledge
In-Depth Organizational Design   01 May 1998 John Brown, Paul Duguid
Attractors: Building Mountains in the Flat Landscape of the World Wide Web
In-Depth Digital Marketing   01 Feb 1998 Leyland Pitt, Richard Watson, Sigmund Akselsen
Creativity as Investment
In-Depth Marketing Strategy   01 Nov 1997 Robert Sternberg, Linda O’Hara, Todd Lubart
Crisis in the Arts: The Marketing Response
In-Depth Talent Management   01 Nov 1996 Philip Kotler, Joanne Scheff
Competing in the Age of Digital Convergence
In-Depth Technology Strategy   01 Aug 1996 David Yoffie
Technology and Strategic Advantage
In-Depth Technology Strategy   01 May 1996 Robert Price
Measuring Brand Equity Across Products and Markets
In-Depth Brand Management   01 May 1996 David Aaker
Marketing and Discontinuous Innovation: The Probe and Learn Process
In-Depth Product Development   01 May 1996 Gary Lynn, Joseph Morone, Albert Paulson
Total Quality Research: Integrating Markets and the Organization
In-Depth Quality Management   01 Nov 1995 Robert Hurley, Jukka Laitamäki
Too Close for Comfort?: The Strategic Implications of Getting Close to the Customer
In-Depth Customer Relationships   01 Aug 1995 Stuart Macdonald
Managing Corporate and Brand Identities in the Asia Pacific Region
In-Depth Brand Management   01 Aug 1994 Bernd Schmitt, Yigang Pan
Examining the Practices of United States and Japanese Market Research Firms
In-Depth Research & Development   01 Aug 1994 Donald Jackson, Earl Naumann, William Wolfe
Continuous Learning About Markets
In-Depth Marketing Strategy   01 Aug 1994 George Day
Strategies for Change in the Service Sector: The Global Telecommunications Industry
In-Depth Globalization   01 May 1994 Michael Dowling, William Boulton, Sidney Elliott
Get Closer to Your Customers by Understanding How They Make Choices
In-Depth Marketing Strategy   01 Aug 1993 Itamar Simonson
Quality, Strategy, and Competitiveness
In-Depth Quality Management   01 May 1993 James Belohlav
Agendas, Incubators, and Marketing Organization
In-Depth Marketing Strategy   01 Nov 1990 Frank Cespedes
Swimming in Newstreams: Mastering Innovation Dilemmas
In-Depth Open Innovation   01 Aug 1989 Rosabeth Kanter
Responding to the Challenge of HDTV
In-Depth Technology Strategy   01 Aug 1989 Jeffrey Hart, Laura Tyson
Telecommunications Policy in Japan: Lessons for the U.S.
In-Depth Technology Strategy   01 May 1989 Robert Harris
Channel Management Is General Management
In-Depth Marketing Strategy   01 Nov 1988 Frank Cespedes
Altering Corporate Strategic Criteria to Reflect the Changing Environment: The Role of Life Satisfaction and the Growing Senior Market
In-Depth Marketing Strategy   01 Nov 1988 Philip Cooper, George Miaoulis
Off-Site Workers: At Home and Abroad
In-Depth Information Technology   01 May 1988 Robert Metzger, Mary Ann Von Glinow
Information Technology, Organization, and Response to Strategic Challenges
In-Depth Alliances & Mergers   01 Nov 1987 John Child
Technological Pioneering and Competitive Advantage: The Birth of the VCR Industry
In-Depth Technology Strategy   01 Aug 1987 Richard Rosenbloom, Michael Cusumano
The Fitful Career of Advocacy Advertising: Political Protection, Client Cultivation, and Corporate Morale
In-Depth Advertising   01 Feb 1987 Roland Marchand
Organizations: New Concepts for New Forms
In-Depth Organizational Design   01 May 1986 Raymond Miles, Charles Snow
Market Positioning in High Technology
In-Depth Marketing Strategy   01 May 1985 Regis McKenna
BOOK REVIEW: Silicon Valley Fever
In-Depth Research & Development   01 May 1985 Anthony Branch
The Image of Business on Prime Time Television
In-Depth Entertainment   01 Feb 1984 Todd Gitlin
Marketing to the Hispanic Community
In-Depth Marketing Strategy   01 Nov 1983 Madhav Segal, Lionel Sosa
How to Conduct a Successful Media Interview
In-Depth Quality Management   01 Aug 1983 Mary Munter
Marketing Information Systems: Uses in the Fortune 500
In-Depth Marketing Strategy   01 Nov 1982 Raymond McLeod, John Rogers
Improving Marketing Productivity: The 80/20 Principle Revisited
In-Depth Marketing Strategy   01 Nov 1982 Alan Dubinsky, Richard Hansen
Deceptive Practices in Marketing Research: The Consumer's Viewpoint
In-Depth Business Ethics   01 May 1982 Kenneth Schneider, Cynthia Holm
What Product Benefits To Offer to Whom: An Application of Conjoint Segmentation
In-Depth Marketing Strategy   01 Nov 1981 Saul Sands, Kenneth Warwick
Sales Force Management: Integrating Research Advances
In-Depth Marketing Strategy   01 Nov 1981 Adrian Ryans, Charles Weinberg
Marketing Dilemma: Change in the Eighties
In-Depth Marketing Strategy   01 Nov 1981 Joseph Mason, Alan Resnik, Harold Sand
The Information Seekers: Multinational Strategy Target
In-Depth Marketing Strategy   01 Nov 1980 Hans Thorelli, Helmut Becker
Response Errors in Survey Research
In-Depth Marketing Strategy   01 Nov 1980 F. Dwyer
Increasing the Effectiveness of Marketing Research
In-Depth Marketing Strategy   01 Feb 1980 David Aaker, George Day
Consumerism and Health Care Marketing
In-Depth Marketing Strategy   01 Feb 1979 Alan Andreasen
From More to Better to Different to Less
In-Depth Marketing Strategy   01 Nov 1978 Nelson Foote
Advocacy Advertising--The American Experience
In-Depth Advertising   01 Nov 1978 S. Sethi
Marketing Quality Control: An Alternative to Consumer Affairs
In-Depth Quality Management   01 Aug 1978 Salvatore Divita
Innovation and Industrial Product Life Cycles
In-Depth Marketing Strategy   01 Nov 1977 Cornelis De Kluyver
The SCHEDULE Model and the Salesman's Effort Allocation
In-Depth Marketing Strategy   01 Aug 1976 Gary Armstrong
California Real Estate Brokerage--2000
In-Depth Shareholder Engagement   01 May 1976 Fred Case
The Cost of Being an Artist
In-Depth Talent Management   01 Aug 1975 Ichak Adizes
Notes: Analyzing a Marketing Strategy
In-Depth Marketing Strategy   01 May 1975 R. Finn
New York City: A Portrait in Marketing Mania
In-Depth Marketing Strategy   01 Feb 1975 William Shanklin
Getting More Information from Customer Surveys
In-Depth Marketing Strategy   01 Feb 1975 James Myers, Edward Forgy
Self-Regulation by the Advertising Industry
In-Depth Advertising   01 May 1974 Howard Bell
Recent Failures in Consumer Protection
In-Depth Digital Marketing   01 May 1974 Nicholas Mammana, Jagdish Sheth
Psychological Considerations in Advertising Regulation
In-Depth Advertising   01 May 1974 Donald Kanter
BOOK REVIEW: New Look at Budgeting
In-Depth Brand Management   01 May 1974 Roger Bolton
Advertising: Consumer Information and Consumer Deception
In-Depth Advertising   01 May 1974 Channing Lushbough
Marketing to Heterogeneous Black Consumers
In-Depth Marketing Strategy   01 Feb 1974 Thomas Barry, Michael Harvey
Industry Viewpoints in Advertising
In-Depth Marketing Strategy   01 Feb 1974 Francesco Nicosia
Business and the Consumer: Whither Goes the Confrontation?
In-Depth Regulatory Compliance   01 Feb 1974 S. Sethi
New Product Planning in an Age of Future Consciousness
In-Depth Product Development   01 Nov 1973 Marvin Jolson
Product Management in High Technology Defense Industry Marketing
In-Depth Marketing Strategy   01 May 1973 Bart Petrini, Philip Grub
Reading the Fine Print in the Social Contract
In-Depth Advertising   01 Feb 1973 Mervin Field
Consumer Reality and Corporate Image
In-Depth Brand Management   01 Feb 1973 William Wilson
Consumer Behavior: Can Economics and Behavioral Science Converge?
In-Depth Marketing Strategy   01 Feb 1973 Francesco Nicosia
The Reliability of Input/Output Analysis for Marketing
In-Depth Marketing Strategy   01 Aug 1972 James Rothe
Market Intelligence for Modern Merchants
In-Depth Marketing Strategy   01 Aug 1972 M. Moyer
BOOK REVIEW: Consumerism: Search for the Consumer Interest
In-Depth Marketing Strategy   01 May 1972 Esther Peterson
The Needs of Motion Picture Audiences
In-Depth Entertainment   01 Feb 1972 Lee Garrison
Profiles of Users and Nonusers of the Los Angeles Music Center
In-Depth Digital Marketing   01 Feb 1972 Lee Garrison, Christina Kaali-Nagy
Do Products Really Have Life Cycles?
In-Depth Marketing Strategy   01 Nov 1971 George Field
Consumption Behavior Across Ethnic Categories
In-Depth Marketing Strategy   01 Nov 1971 Douglas Dalrymple, M. Yoshino, Thomas Robertson
BOOK REVIEW: The Marketing Mode: Pathways to Corporate Growth
In-Depth Marketing Strategy   01 May 1970 Lee Preston
Classification Merchandising: An Overlooked Opportunity for Increasing Merchandising Profitability
In-Depth Data Management   01 Nov 1969 Cyrus Wilson, Charles Greenidge
Beyond Marketing: The Furthering Concept
In-Depth Marketing Strategy   01 Feb 1969 Philip Kotler, Sidney Levy
Innovation in Marketing: An Organizational Behavior Perspective
In-Depth Change Management   01 Nov 1968 Kenneth Knight, Yoram Wind
DEMON: A Management Model for Marketing New Products
In-Depth Marketing Strategy   01 Nov 1968 J. DeVoe, D. Learner, A. Charnes, W. Cooper
An Executive Looks At--Marketing in the Money Card Society
In-Depth Digital Marketing   01 Nov 1968 Lawrence Chait
Marketing and Management Science--A Marriage on the Rocks?
In-Depth Marketing Strategy   01 Aug 1968 John Cardwell
Toward an Interpersonal Theory of Consumer Behavior
In-Depth Marketing Strategy   01 May 1968 Joel Cohen
The Role of Generalizations in the Marketing of Consumer Goods
In-Depth Marketing Strategy   01 Feb 1968 Joe Kerby
Self-Concealment and Self-Disclosure in Two Group Contexts
In-Depth Inclusivity & Transparency   01 Feb 1968 Daphne Bugental, Robert Tannenbaum, H. Bobele
Evaluation of Trade Show Exhibitions
In-Depth Advertising   01 Feb 1968 James Carman
Corporate Objective and Marketing Aim: What Is the Relationship?
In-Depth Marketing Strategy   01 Feb 1968 Norton Paley
Satellite TV: India As A Case Study
In-Depth Technology Strategy   01 Nov 1967 Neil Hurley
Methods of Estimating Consumer Preference Distributions
In-Depth Marketing Strategy   01 Aug 1967 Ralph Day
Major Household Appliances: A Lesson in Distribution
In-Depth Marketing Strategy   01 May 1966 Jerome Kernan
The Human Element in Communications
In-Depth Technology Strategy   01 Feb 1966 Harold Geneen
Marketing Objectives for the Satellite City
In-Depth Marketing Strategy   01 Nov 1965 Louis Bucklin
Cognitive Dissonance and Consumer Behavior: Reactions to the Surgeon General's Report on Smoking and Health
In-Depth Organizational Behavior   01 Nov 1965 Joel Cohen, Harold Kassarjian
The Role of the Consumer in Image Building
In-Depth Brand Management   01 May 1965 William Reynolds
The Competitive Marketing Simulator--a New Management Tool
In-Depth Marketing Strategy   01 May 1965 Philip Kotler
Visual Design and the Marketing Manager
In-Depth Marketing Strategy   01 Feb 1965 John Mertes
Dual Distribution and Its Impact on Marketing Organization
In-Depth Global Supply Chains   01 Feb 1965 Lee Preston, Arthur Schramm
The Intelligence Function and Business Competition
In-Depth Business Intelligence   01 May 1964 Ralph Cassady
The Prismatic Image of the Organization
In-Depth Brand Management   01 May 1963 T. Stephenson
Planned Innovation as a Marketing Tool
In-Depth Marketing Strategy   01 Aug 1962 Leland Howell
Competition as a Dynamic Process
In-Depth Competitive Advantage   01 Aug 1962 E. Grether
The Anatomy of Retail Price Competition: A Study of Advertised Food Prices
In-Depth Advertising   01 May 1962 Reed Hertford, Lee Preston
Organizing the Marketing Function in a Growth Industry
In-Depth Marketing Strategy   01 Feb 1962 Louis Bucklin
Service Center Data Processing for the Business Community
In-Depth Information Technology   01 Nov 1961 Joseph Fischbach
Framework for Marketing Strategy
In-Depth Marketing Strategy   01 Nov 1961 Harry Allison
Market Measurement in a Free Society
In-Depth Marketing Strategy   01 Feb 1960 Ralph Cassady
EDP and the Disenchanted
In-Depth Data Management   01 Aug 1959 Felix Kaufman
Psychology and the Invisible Sell
In-Depth Entertainment   01 Feb 1959 Michael Goldstein, Richard Barthol

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Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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