In the Media

Adobe: How To Dominate The Subscription Economy

This post was co-authored with Nikita Avdiushko, a second year MBA student, and Caroline Vincent, a former MBA student, both from the Fuqua School of Business, Duke University. The Subscription Economy, a term that was relatively...

Why Apple is Still a Great Marketer and What You Can Learn

This post was co-authored with Nikita Avdiushko, a first year MBA student at the Fuqua School of Business, Duke University, Shiwani Kumar, a former MBA student from the Fuqua School of Business, and Ben Richman, Business Development...

The Link Between Organic Growth and Talent

Companies report that approximately 73% of their growth will come organically—that is taking actions on their own to grow their business rather than partnering, engaging in acquisitions, or licensing their products and services. These figures should...

From Transaction to Value: Using Channel Strategy for Competitive Advantage

This post was co-authored with Anne T. Coughlan, Polk Bros. Chair in Retailing and Professor of Marketing, Kellogg School of Management, Northwestern University and Sylvia Yang, Senior Consultant, Deloitte LLP. Today’s consumers want more, they want...

Tweet this: Social media important to company performance but difficult to prove

New results from The CMO Survey point to this disconnect. Social media spending is currently 9.4% of marketing budgets and is expected to increase 128% to 21.4% in the next five years (see Figure 1). However,...