Marketing

How to Pursue Successful Digital Strategies

Conventional wisdom in strategy holds that companies need to choose between cost-cutting or revenue growth. Pursuing both strategies at the same time can result in incoherence — or getting stuck in the middle. But that conventional wisdom is challenged by a new study from the Smith School, which suggests that firms can pursue dual-focus or "ambidextrous" IT strategies successfully. Read more ...

Five Makeover Tips for the Avon Lady

Remember the Avon Lady? Back when neighbors still talked to each other face to face, she waited until the men went to work and then came calling with cosmetics and perfumes. That business model doesn’t work so well in 2016 — at least in the United States. But Smith School marketing professor P.K. Kannan says direct marketing companies are finding more success in emerging markets abroad. He lists at least five reasons for the shift. Read more...

In Today's Advertising Environment, Cleverness Can Backfire

One theory of advertising holds that display ads need a degree of nuance or visual complexity in order to capture the viewer's attention. But that fails to take into account the increasingly cluttered and hectic context in which ads are viewed today, according to Michel Wedel, distinguished university professor and PepsiCo Chair in Consumer Science at the Smith School. In many cases, Wedel argues, simple is better. Read more ...

Small Cans of Soda? You May Not Drink Less

For years soda servings have been ballooning. For its first half-century, Coke's main product was a 6.5-ounce bottle. Later came the reign of the 12-oz. can. In recent years, you couldn't get anything smaller than a 20 oz. behemoth bottle from many vending machines. A health-related backlash against sugary drinks has put the industry on the defensive, and one way soda companies are fighting back is by offering small portions. Read more...

Giving Day is March 3

Giving Day returns to the University of Maryland on Thursday, March 3, giving all members of the Robert H. Smith School of Business community the opportunity to boost their contributions through several hourly contests held across campus. From noon until 2 p.m., the Smith faculty and staff’s donations will be eligible for an extra $3,000 prize to be awarded to the Smith School - if they can donate the most money of any on-campus unit within that timeframe.

In Terror Case, Apple and FBI Square Off on Privacy Issues

img src="http://www.rhsmith.umd.edu/files/Images/SmithBrainTrust/iphone6s-2.1.jpg" width="200" height="100" style="float: left;" />In the most inflammatory chapter yet in the war between the government and tech companies over encryption, a federal magistrate judge has ordered Apple to create software that would help the government defeat the security mechanisms on an iPhone 5c owned by Syed Rizwan Farook, who with his wife killed 14 people in San Bernardino, in December. Apple is fighting the order. The Smith School's William Rand explains the logic behind Apple's controversial stand. Read more ...

Marketing Lessons from the Late Van Munching Jr.

Though it was Leo Van Munching Sr. who introduced Heineken to the United States, it was his son who brought the company’s marketing strategy into the modern age. “While his father felt that Heineken was a serious brand for serious beer drinkers, Van Munching Jr. encouraged a more fun, humorous take on the brand that attempted to appeal to a younger generation, while never losing Heineken's focus on quality,” says Smith School professor William Rand, reflecting on the recent death of the Smith School benefactor. Read more...

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