Volume 2 - Number 2

Product vs. Corporate Branding: What’s the Right Mix?

Product brand managers are often at odds with their corporate brand counterparts over the allocation of limited advertising budgets - with brand managers pressing product messages over the corporate branding. But product managers should take note of new research that finds important efficiencies in corporate branding when multiple products are involved.

http://www.rhsmith.umd.edu/research/ras/may2007/biehal.html

ARTICLE    AUDIO PODCAST 

Eye-Tracking Technology Helps Marketers Design Better Advertisements

Advertisements in supermarket circulars are particularly prone to the negative effects of visual clutter because multiple ads appear in the same space, all competing for viewer attention. But advanced eye-tracking technology is helping marketers model the effects of such clutter. And these new models can help marketers calculate how to maximize the effectiveness of such display ads.

http://www.rhsmith.umd.edu/research/ras/may2007/wedel-zhang.html

ARTICLE    AUDIO PODCAST 

The Downside of Relying on “Who You Know” for Future Business

It is often said that to be successful in Hollywood, “it’s not what you know, but who you know.” But a new study shows this approach to business may keep the film industry from maximizing its profit potential. The research also reveals why managers in other industries may be limiting their own success by relying on the own networks and past successes.

http://www.rhsmith.umd.edu/research/ras/may2007/waguespack.html  

  ARTICLE    AUDIO PODCAST 

Smith Video Views

Going Global: What Marketers Need to Know About Personality

Brand personality is a critical component to any successful international brand strategy. What is brand personality and why do today’s marketers need to know about it? In this Smith Business Video View Amna Kirmani, marketing professor at the Robert H. Smith School of Business and a recognized expert on product branding, explores how personality impacts the global brand.

AUDIO/VIDEO PODCAST 

Electronic Medical Records: Insight Into Stalled Legislation

Health information technology legislation, which Congress came close to passing last year, has fallen to a low priority for this year. CongressionalDaily reports widespread support on Capitol Hill for legislation to create standards for electronic medical records, and to provide some kind of incentive to get medical providers to make the initial investment. However, time and money appear to be huge barriers to doing anything this year. Corey Angst, associate director of the Center for Health Information and Decision Systems, offers insight in this Smith Business Video View.

AUDIO/VIDEO PODCAST 

Leadership Development

The Business Behind the Magic at Disney

The Disney Institute brings its renowned Keys to Excellence program to the Robert H. Smith School of Business June 6, 2007. This one-day conference is a must for members of any organization focused on customer and employee loyalty and retention. As the host of this event, the Smith School is able to offer the Disney program to readers of Leading the Digital Economy for $349 per person. Be sure to use discount code UMCPDISNEY07 when you register at http://www.disneydc.com.

Entrepreneurship in China

Interested in what's happing in business in the world's fastest growing economy? Check out news and articles from China Entrepreneur, a media sponsor for the 2007 Robert H. Smith School of Business China Business Plan Competition at http://www.cnemag.com/en.

Other Resources from the Robert H. Smith School of Business

■ Leading the Digital Economy Archives

■ Smith Video and Audio Podcasts

■ Smith Video and Audio Podcasts (Mandarin Chinese)

■ Research@Smith Newsletter

■ Smith Business Magazine

■ Executive Education Programs

Leading the Digital Economy is your source for business intelligence from the University of Maryland’s Robert H. Smith School of Business. No time to read? Log on to Smith Podcasts to download video and audio directly to your iPod or other MP3 player. Read it here, or get Smith business intelligence when and where you want it! If you have questions or feedback, send e-mail to leading@rhsmith.umd.edu. 

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