Tag Archives: Harvard Business Review

In sales, social media’s indirect benefits matter most

By Raj Agnihotri, PhD, Asst. Professor at Ohio State University | Published: May 16, 2013
In sales, social media’s indirect benefits matter most

Want your sales department to get results with social media? Telling sales staff to blog or jump on LinkedIn or Facebook is not the answer. New research by Raj Agnihotri shows that there’s a better way — one with a proven and impressive upside.

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How to calculate the value of a like

By Dan Zarrella, Social Media Scientist at Hubspot | Published: May 8, 2013
How to calculate the value of a Facebook "like"

So, your customers like you on Facebook … but what is the true mathematical value of a like? Dan Zarella, award-winning social media scientist at Hubspot, shares his formula for breaking social media connections down into dollars-and-cents ROI.

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‘Best of’ customer intelligence insights from HBR

By Anne-Lindsay Beall, Editor | Published: August 17, 2012
Argyle conversations: how the role of the CMO is evolving

You’re busy, we know, so we’ve checked out the new Harvard Business Review Customer Intelligence Center for you and have the top takeaways right here.

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Who’s your brand’s Editor-in-Chief?

By David Edelman, McKinsey & Company | Published: August 3, 2012
Five ways to evaluate influence without using Web site graders

Macy’s mBlog offers “news, reviews, magic and more,” Target’s got an online style monthly, and L.L.Bean promotes “Share Your Story” where customers emote about its products. If you’re a retailer and you’re not generating a non-stop flow of customized, interactive content, the writing’s on the wall: Publish or perish, says David Edelman.

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Patagonia’s ‘buy less’ campaign may lead to more revenue

By Eric Lowitt | Published: July 19, 2012
Patagonia's 'Buy Less' campaign may lead to more revenue

Patagonia is now actively encouraging consumers to buy less of Patagonia’s new apparel. It’s part of the company’s ongoing sustainabilty initiative, but could a message of “buy less” actually lead to growth for the company? If so, could other companies follow a similarly counterintuitive approach to growth? The answers are “yes” and “maybe” says Eric Lowitt.

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Three questions that lead to profitable growth

By Chris Zook, partner at Bain & Company | Published: March 27, 2012
Three questions that lead to profitable growth

Hubris, false confidence and the tendency to downplay contrary data are at the root of many great business blunders and missed opportunities, says author and strategist Chris Zook. The solution? Your management team should know the answers to these three questions.

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How new payment options can drive revenue

By Rafi Mohammed, founder of Culture of Profit | Published: March 23, 2012
How new payment options can drive revenue

Guess what’s back? Layaways. Media coverage on the revival of layaways has focused on its reflection of the dismal economy. But there’s another lesson here. Pricing expert Rafi Mohammed explains.

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What Steve Jobs taught me about growth

By Nilofer Merchant, author of The New How | Published: March 16, 2012
What Steve Jobs taught me about growth

While she was in charge of Apple’s channel program, Nilofer Merchant learned much and more from Steve Jobs, including these five key things that the best leaders do well.

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Five ways to keep your clients loyal — from wherever you are

By Dorie Clark, author and CEO of Clark Strategic Communications | Published: March 8, 2012
Keeping your clients loyal from wherever you are

These days, you’re just as likely to be doing business across the world as down the street. So how do you cultivate loyal, trusting — and lasting — client relationships when you can’t always pop in for a meeting or take clients out to dinner? Author and communication strategist Dorie Clark tells you how.

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Why Nokia’s Collapse Should Scare Apple

By Patrick Barwise, Emeritus Professor of Management and Marketing at London Business School | Published: November 17, 2011
Nokia's Collapse

Nokia used to be at the head of the mobile phone industry – what happened? Now, Apple is riding high, and it, and other market leaders, should take time to reflect on Nokia’s downfall and learn from it.

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