JM Webinar Series: Insights for Managers

Journal of Marketing Editorial Staff
 

 

 
Key Takeaways

Listen to insights from leading professors discussing their research published in the Journal of Marketing.​

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Join us for an upcoming webcast of authors sharing research insights from their recently published Journal of Marketing articles. We encourage you to invite your colleagues, students, and managerial colleagues that might be interested in these topics.

Date: February 7, 2019 

Time: 1:00 PM - 2:00 PM (Eastern)

Register for the Webinar Here

Topics and Authors:   

Does a Customer on the Board of Directors Affect Business-to-Business Firm Performance?

  • Presenters: Michael Ahearne (University of Houston) and Raghu Bommaraju (Iowa State University)

  • Summary“Improve the customer experience” is the rallying call of companies everywhere. Leaders know that a better customer experience drives sales, increases retention, and decreases price sensitivity. Companies go to great lengths to gain insight into their customers’ needs, using data analytics, surveys, focus groups, and interviews. One novel way to achieve this objective is to have a customer on the board of directors (COB), something only one in three B2B companies in the U.S. currently do. A new article in the Journal of Marketing examines this little-studied practice to determine whether having a customer on the board of directors positively or negatively impacts firm performance. Listen in for insights.

  • Read the full article

“Does It Pay to Be Real? Understanding Authenticity in TV Advertising”

  • PresentersMaren Becker and Nico Wiegand (both from Cologne University, Germany)

  • Summary“Be authentic!” is the watchword of today’s social sharing era. In fact, a recent survey found that 87% of global consumers said it was more important for companies to be authentic than innovate (72%) or deliver unique products (17%). But is authenticity truly a driver of product sales? A new study in the Journal of Marketing analyzes 323 television ads across 67 brands and four years to measure the impact of authenticity on the sales of fast-moving consumer goods (FMCG). Join the webinar for findings.

  • Read the full article

Register for the Webinar Here​

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Journal of Marketing Editorial Staff

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