jerryking + john_quelch   6

Bark with bite
January 30, 2012 | FT | By John Quelch.

Academics succeed if their names are linked to one important idea that outlives them. Professor Theodore Levitt’s name is linked to many. The first was a blockbuster. “Marketing myopia” was published by Harvard Business Review (HBR) in 1960, one year after Harvard Business School plucked Prof Levitt, the son of a German immigrant cobbler, from the University of North Dakota.

The article famously asked: “What business are you in?” It critiqued railroads for “letting their customers get away from them because they assumed themselves to be in the railroad business rather than the transportation business”. They were product-orientated rather than market-orientated....the importance of tangible evidence to reassure customers choosing among suppliers of intangible services (the impressive bank building, the authoritative logo)....I gave him a wide berth until it was time for feedback on my thesis proposal after three months of hard labour. The meeting lasted five minutes, barely long enough for Prof Levitt, whose mentoring style was more tough love than hand-holding, to dismiss me with: “Throw this out, start again and come back in a week with something important!” Fortunately, I did.

Prof Levitt’s advice was always to work on important problems that are important to important people in important companies. It spurred me to get out into the field, talk to business people, write case studies and understand the messy complexity of the world, rather than work behind my desk on mathematical models based on unrealistic assumptions.
advice  discernment  feedback  hand-holding  HBR  HBS  John_Quelch  marketing  market-orientated  messiness  myopic  primary_field_research  product-orientated  reminiscing  sophisticated  Theodore_Levitt  tough_love  worthiness  worthwhile_problems 
december 2013 by jerryking
A Strategic Approach to Managing Product Recalls
September-October 1996 | HBR | N. Craig Smith, Robert J. Thomas, and John A. Quelch
product_recalls  HBR  John_Quelch 
june 2012 by jerryking
Mattel: Getting a Toy Recall Right — HBS Working Knowledge
August 27, 2007 | HBS Working Knowledge |John Quelch

Where Mattel has fallen short so far is in compensation. Mattel is offering equivalent value coupons good for other Mattel products in exchange for recalled products. Given the inconvenience caused to consumers and the need to motivate them to return the affected products, this offer may not be sufficient....Ultimately, the success of the recall will be determined by the percentage of affected products that are returned. Anything less than 90 percent within 3 months for a child safety hazard will represent failure.
product_recalls  Mattel  HBR  inconveniences  John_Quelch 
june 2012 by jerryking
How to Value the Advertising-Supported Internet - John Quelch - Harvard Business Review
John Quelch

10:15 AM Monday June 29, 2009 | Comments (13)

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valuations  performance_reviews  John_Quelch  unconventional  Haiti  HBR  motivations  social_media  advertising 
february 2010 by jerryking
Ambidextrous Marketing - WSJ.com
OCTOBER 11, 2005 | Wall Street Journal | by JOHN A. QUELCH.
(Charles Waud & WaudWare)
Many marketing managers are failing their employers, showing little
interest in the balance sheet impact of their promotional programs. Such
marketers lack the quantitative, analytical skills necessary to drive
marketing productivity; and resist being held accountable for marketing
performance. So what must a marketing manager be able to do to succeed
in a world where information rules?

* Start with gathering and analyzing basic data.
* Supplement and refine this big picture approach by analyzing the
profitability of each customer account.
* Even when you know which customers to target, today's media
fragmentation has increased the complexity of achieving an optimal
allocation of marketing expenditures.
* Measure what's important.
Today's boards want chief marketing officers who can talk the language
of productivity and return on investment and are willing to be held
accountable.
marketing  howto  ROI  managers  accountability  HBS  decision_making  growth_hacking  metrics  data_driven  CMOs  measurements  John_Quelch  fragmentation  advertising  the_big_picture 
january 2010 by jerryking

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