Executive Education Marketing

Working remotely isn’t a new idea, but roughly a third of all companies have little, if any, existing remote working processes. According to Remote.co, as of 2019, 66 percent of companies allowed remote work while only 16 percent were fully remote. Having mandates aimed at combating a deadly virus compel companies to establish a distributed workforce may not be optimal, but there may be a long-term silver lining.

As more companies integrate social purpose into their brand promise, sustainability concerns have become paramount for many CEOs. However, the integration of environmental or community benefits into the growth strategies of firms is lacking behind other areas. Some Chief Marketing Officers perceive it as a distraction, or are more concerned with digital transformation than social integration.

Getting in on the ground floor of a new stock, during its IPO, can be immensely rewarding or result in massive losses, depending on the accuracy of the company’s valuation. Daniel McCarthy, assistant professor at Emory University’s Goizueta Business School, and Peter Fader, professor at the Wharton School at the University of Pennsylvania, describe how corporations can more accurately determine their underlying value using customer metrics, and why investors need access to that information.

Firms have traditionally viewed social media as a channel to reach their customers. David A. Schweidel, professor of marketing, and co-author Wendy Moe (Smith) argue that while this promotional use of social media is important, user-generated data is a vastly under exploited resource that has still-unlocked potential for proactive marketers.