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Author: Ranjay Gulati Publisher: John Wiley & Sons ISBN: 0471273082 Category : Business & Economics Languages : en Pages : 370
Book Description
Ein Buch der Kellogg School of Management. Geschrieben von renommierten Professoren. "Kellog on Technology and Innovation" ist eine umfassende Betrachtung über innovative Technologien und ihre Konsequenzen für Unternehmens- und Finanzwelt. Bei der Untersuchung der neuen Technologien gehen die Autoren ausschließlich von einer unternehmensbezogenen Perspektive aus. Sie vermitteln dabei aber nicht nur einen Überblick über die vielversprechenden Verlockungen dieser Technologiebereiche, sondern geben auch eine fundierte Darstellung über gewinnbringende Geschäftschancen und potentielle Gewinne für Investoren, die sich aus der Kommerzialisierung dieser Technologien ergeben können.
Author: Ranjay Gulati Publisher: John Wiley & Sons ISBN: 0471273082 Category : Business & Economics Languages : en Pages : 370
Book Description
Ein Buch der Kellogg School of Management. Geschrieben von renommierten Professoren. "Kellog on Technology and Innovation" ist eine umfassende Betrachtung über innovative Technologien und ihre Konsequenzen für Unternehmens- und Finanzwelt. Bei der Untersuchung der neuen Technologien gehen die Autoren ausschließlich von einer unternehmensbezogenen Perspektive aus. Sie vermitteln dabei aber nicht nur einen Überblick über die vielversprechenden Verlockungen dieser Technologiebereiche, sondern geben auch eine fundierte Darstellung über gewinnbringende Geschäftschancen und potentielle Gewinne für Investoren, die sich aus der Kommerzialisierung dieser Technologien ergeben können.
Author: Dashun Wang Publisher: Cambridge University Press ISBN: 1108492665 Category : Computers Languages : en Pages : 315
Book Description
This is the first comprehensive overview of the exciting field of the 'science of science'. With anecdotes and detailed, easy-to-follow explanations of the research, this book is accessible to all scientists, policy makers, and administrators with an interest in the wider scientific enterprise.
Author: Alice M. Tybout Publisher: John Wiley & Sons ISBN: 111804603X Category : Business & Economics Languages : en Pages : 413
Book Description
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Author: Dawn Iacobucci Publisher: John Wiley & Sons ISBN: 9780471204763 Category : Business & Economics Languages : de Pages : 344
Book Description
This cutting-edge book-with contributions by the star faculty of the Kellogg School of Management and the Medill School of Journalism's Integrated Marketing Communications department at Northwestern University-offers the latest thinking on the art and science of integrated marketing. A must for today's marketing professional, Kellogg on Integrated Marketing addresses the daily activities of marketing managers and helps them enhance brand equity with new techniques and strategies from the experts. You'll hear from: - Eric G. Berggren - Stephen Burnett - Bobby J. Calder - Tom Collinger - Adam Duhachek - Lisa Fortini-Campbell - Nigel Hopkins - Dawn Iacobucci - Richard I. Kolsky - Maria Flores Letelier - Edward C. Malthouse - Francis J. Mulhern - Lisa A. Petrison - Andrew Razeghi - Don E. Schultz - Charles Spinosa - Paul Wang
Author: Bobby J. Calder Publisher: John Wiley & Sons ISBN: 1118429117 Category : Business & Economics Languages : en Pages : 324
Book Description
In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.
Author: Raj Venkatesan Publisher: Stanford University Press ISBN: 1503628043 Category : Business & Economics Languages : en Pages : 295
Book Description
This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success—regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands—including Google, Lyft, Ancestry.com, and Coca-Cola—that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders—for your team and culture.
Author: Robert Wolcott Publisher: McGraw Hill Professional ISBN: 0071598332 Category : Business & Economics Languages : en Pages : 240
Book Description
Create Business and Generate Profits in New Markets through Innovation! “The best account I have read about how companies can enable and support internal entrepreneurs to achieve innovation-led growth.” Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management “An essential resource for both private and public sector leaders seeking to align new business creation with an organization’s mission and strategy . . . and achieve results.” William J. Perry, former U.S. Secretary of Defense “Wolcott and Lippitz are not only insightful, they are spot on. This is exactly the book corporate leaders—from CEOs and functional executives to corporate entrepreneurial teams—need to help them navigate the exceptional challenges of organic growth and innovation.” Betsy Holden, Senior Advisor, McKinsey & Company, and former Co-CEO, Kraft Foods, Inc. About the Book: IBM reports $15 billion of annual new revenues from 22 Emerging Business Opportunities. In 2008, $4 billion in revenues from companywide innovation efforts allowed Whirlpool to maintain its top line, despite global recession and the steep drop in housing markets. A DuPont business group leader, Ellen Kullman, backed an ambitious new business creation program and later became DuPont’s CEO. Each of these companies has learned how to create new businesses on a repeatable basis. In Grow from Within, two leading scholars from the Kellogg School of Management explain how your company can discover the right approach to corporate entrepreneurship and make it profitable. Taking innovation to the next level, corporate entrepreneurship is the process of building new businesses within an established organization— new businesses that are distinct from the core company but that leverage some of its most powerful assets. Grow from Within examines: The fundamentals of designing a new business The four dominant models of corporate entrepreneurship Ways to align your innovation program with your strategy Leadership requirements for developing new businesses Innovation is critical to business success and growth, but it’s only the first step. Without strategically driven processes to turn insights into growing businesses, even the best ideas can fail. Creativity is often serendipitous; innovation management should not be. Grow from Within provides the knowledge you need to conceive and design valuable new businesses that breathe life into ideas and dramatically improve your top and bottom lines.
Author: Robert C. Wolcott Publisher: ISBN: Category : Technology & Engineering, Petroleum Languages : en Pages : 10
Book Description
The (A) case describes the evolution between 1999 and 2005 of an unusual innovation team within the office of the chief information officer at oil and gas giant BP. This team helped business units conceive, develop, and implement novel, value-added applications for emerging information technologies. The team leader, vice president and chief technology officer Phiroz Darukhanavala ("Daru"), eschewed a large group and venture budget in favor of a small, lean team intimately engaged with BP's business units. The case describes several mechanisms created by the CTO office during its early evolution: "Blue Chalk" events that expanded executives' appreciation of emerging technology capabilities, a network of relationships through which emerging technologies were scouted and vetted, a structured technology transfer process, and annual "game-changer" projects. The (B) case describes how the CTO office team members in 2011 again solicited advice from their ecosystem of thought leaders and held workshops to significantly enhance their impact. As a result, they began developing solutions for broader, more fundamental business problems that came to be known as Grand Challenges: extremely difficult business problems whose solutions could potentially create hundreds of millions--or billions--of dollars in business value. After reading and analyzing the case, students will be able to: - Understand the management challenges associated with realizing the business value of new technologies - Explore how innovation management evolves as an innovation team learns from its successes and failures and, more importantly, builds a reputation within and outside the company - Examine a prototypical "advocate" model of corporate entrepreneurial practice - Explore a leading example of a successful internal innovation program.
Author: David C. Mowery Publisher: Stanford University Press ISBN: 080479636X Category : Business & Economics Languages : en Pages : 264
Book Description
Since the early 1980s, universities in the United States have greatly expanded their patenting and licensing activities. The Congressional Joint Economic Committee, among other authorities, have argued that this surge contributed to the economic boom of the 1990s. And, many observers have attributed this trend to the Bayh-Dole Act of 1980. Using quantitative analysis and detailed case studies, this book tests that conventional wisdom and assesses the effects of the Act, examining the diverse channels through which commercialization has occurred over the 20th century and since the passage of the Act.
Author: Ranjay Gulati
Author: Ranjay Gulati
Author: Dashun Wang
Author: Alice M. Tybout
Author: Dawn Iacobucci
Author: Bobby J. Calder
Author: Raj Venkatesan
Author: Robert Wolcott
Author: Robert C. Wolcott
Author: David C. Mowery
Author: Bob W. Lord