Tuesday, September 26, 2023

A Grassroots Initiative to Bridge Practice, Education, and Research.

Contents at a Glance

12 The Rebirth of Marketing and the Role of Chief Marketing Officers

Yoram “Jerry” Wind and Nick Primola

The authors describe the role of the new CMO in today’s firms and propose a framework that makes the CMO directly responsible for the organization’s customer engagement and growth.

26 Racial and Ethnic Self-Expression Offer a Marketing Opportunity

Denise Dahlhoff and Ivan Pollard

The authors from The Conference Board find that, in an increasingly diverse America, creating brands and products that help consumers to express their racial and ethnic identity offers companies a growth opportunity, but only when these initiatives are part of a comprehensive, committed diversity strategy.

32 Can Artificial Intelligence Overshadow Human Intelligence in Marketing?

V Kumar, Ashutosh Dixit, Rajshekhar “Raj” G. Javalgi, and Nazli Z. Turken

The authors explain how AI uses real-time data, enhances connections, and sustains interest to make the process described as the purchase funnel both smart and precise. They discuss how AI affects a company’s bottom line, examine its downside, and offer thoughts on a better future for marketing.

41 Why Working Backwards Works Better

George S. Day

“Working backwards” is a signature method that Amazon uses to assess its innovation initiatives. The system works because the company has the essential ingredients: leadership commitment, investment in finding opportunities, empathy at all levels, and collective curiosity. The author explains how all firms can use working backwards to assess, challenge, and rethink how they innovate.

49 Visibility Isn’t Enough: Supply Chains Also Need Vigilance

Shardul S. Phadnis and Paul J.H. Schoemaker

Were you ill-prepared for COVID-19’s organizational upheavals and supply chain disruptions? The authors introduce supply chain vigilance, a system which brings a wide-angle view and disciplined scrutiny to scanning and managing the supply chain’s broader ecosystem.

61 Beyond Usual: How Leading Firms Diverge from Business as Usual

Ofer Mintz and Eric Knight

The authors draw on their interdisciplinary academic backgrounds and on what they learned as delegates on an innovation mission to Silicon Valley, CA and Seattle, WA to propose six principles firms should use to create industry-changing innovations.

70 The Reality Distortion Field in Care Delivery: Overcoming Obstacles to Improve Healthcare Delivery

Kyle Richardville, Bradley R. Staats, and Brian J. Miller

The authors explore how the healthcare industry is impeded by negative reality distortion fields. Examining the factors that contribute to inhibiting progress, they offer guidance to help healthcare organizations shift their reality distortion from negative to positive.

78 Make Your Business Quantum-Ready Today

ManMohan S. Sodhi and Sridhar R. Tayur

How can executives capitalize on the promise of quantum computing for their businesses? The authors suggest a low-risk approach using quantum-inspired computing.

86 Conflict Analytics: When Data Science Meets Dispute Resolution

Maxime C. Cohen, Samuel Dahan, and Colin Rule

The authors explore how data science research sheds new light on dispute resolution, whether it be for a customer, insurance, trademark, or employment dispute. They argue that data-driven models must be trained using both legal cases and negotiation data. They also review the current limitations of data science in the legal field, where outcomes are not always predictable.

94 MBR Announcements

95 Individual and Library Subscriptions

96 Prices and Customization for Corporations

97 Customizing MBR for Schools

98 Share the First Three Issues with Everyone You Know

99 Join MBR on Social Media

Cover -3 Papers to Appear in Future Issues of MBR