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- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and...
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Keywords:
Advertising;
Buzz Marketing;
Internet Marketing;
Marketing;
Marketing Management;
Social Media;
Social Networks;
Viral Marketing;
Word-of-mouth Marketing;
Digital;
Internet;
Marketing Channels;
Marketing Reference Programs;
Online Advertising;
Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- Research Summary
Overview
By: Tatiana Sandino
In studying management control systems, Professor Sandino aims to understand how different control mechanisms can help lead employees within an organization to achieve common goals. Her work builds on contingency theory by exploring environmental, strategic, and...
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- Research Summary
Overview
By: Ethan C. Rouen
Relying on empirical archival methodologies—as well as techniques in data science—to develop and structure new sources of data by which to approach questions of looming disclosure changes, Professor Rouen has focused on one of the Securities and Exchange Commission’s...
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- Research Summary
Research Thrust
By: Rakesh Khurana
I am trained in organizational sociology and my main areas of interest lie in macro-organizational theory and the dynamics of executive labor markets. To date, my research has focused on two themes. The first revolves around understanding the forces that govern the...
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- Research Summary
The Strategic and Performance Consequences of CEO Succession
By: Rakesh Khurana
The argument of this paper (with Nitin Nohria) is that research on executive turnover treats the departures of predecessors and the origin of successors as independent events. This approach has led to mixed empirical findings with respect to measuring the effects of...
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