Journal Authors: Heinonen, K; Campbell, C. and Ferguson, S. L. Journal: Strategies for creating value through individual and collective customer experiences. Business Horizons (2019) 62, 95-104. Reviewer Dr. Luciano Thome e Castro, Clinical Associate Professor Summary...
The first cup of coffee I can remember drinking was with my grandad at the Farmers Co-op in Laverne, Oklahoma. Every Wednesday for the past few decades, he’s brought the donuts and gossiped with the other farmers and ranchers. I’m pretty sure that’s where he gets most...
Book Zook, Chris and James Allen. “The Founder’s Mentality: How to Overcome the Predictable Crises of Growth.” (2016). Harvard Business Review Press. Reviewer Dr. Michael Boehlje, Professor Emeritus Department of Agricultural Economics Summary The start-up and early...
Article Ye Dai, John C. Goodale, Gukdo Byun, and Fangsheng Ding. “Strategic Flexibility in New High-Technology Ventures.” 55:2 Journal of Management Studies (2018): 265-294 Reviewer Brady Brewer, Assistant Professor Summary Strategic flexibility is the process of...
Article Whittington, Richard. “Greatness Takes Practice: On Practice Theory’s Relevance to Great Strategy.” Strategy Science, Vol. 3, No. 1, March 2018, pp. 343-351. Reviewer Dr. Allan Gray, Executive Director and Professor Summary The author explores strategy as...
Book Lewis, Michael. “The Undoing Project: A Friendship that Changed our Minds.” (2016). WW Norton & Co. Reviewer Dr. Scott Downey, Associate Director and Professor Summary Michael Lewis (who wrote “Moneyball” and “The Big Short”) presents this terrific story of...
Article Sull, Donald; Stefano Turconi, Charles Sull, and James Yoder. “Turning Strategy into Results.” 59:3 MIT Sloan Management Review (Spring 2018): 9-20. Reviewer Dr. Michael Gunderson, Director and Professor Summary This paper addresses how best to turn complex...
In preparation for our summer and fall marketing courses, I’ve been thinking a lot about how marketing strategy has changed in my career. If we think about marketing decisions as being structured around four (or five) Ps—product, price, place (distribution), and...
For the first 20 years of its history, Purdue University’s Center for Food and Agricultural Business offered a program called “Marketing for Field Marketers.” For three or four days, salespeople would come to the Purdue campus and learn how to approach the marketplace...
For better or worse, marketing and sales efforts affect not only the profitability of a firm but also the firm’s liquidity, or its ability to meet short-term financial obligations. More formally, liquidity refers to the structure of a firm’s balance sheet. A firm is...
