Customer engagement in a Big Data world

Marketing | April 21st, 2017 posted
Yakov-Bart

Yakov Bart

In the following post, D’Amore-McKim School of Business Assistant Professor Yakov Bart explains the advantages that companies can receive if they invest in improving customer engagement.

Marketing managers have long recognized customer engagement as an important driver of a firm’s financial success. By creating a highly engaged customer base, firms can increase their market power through enhanced loyalty of their customers, and get access to market insights based on customer behaviors, which is critical for any company looking to sustain value creation over time.

In parallel, major improvements in communication and information technologies have provided firms with new data-driven capabilities to capture, analyze, and exchange customer intelligence data at increasingly high volumes, varieties, and speeds. Traditionally, companies could gather such data only from observed transactions and market research surveys. Now, however, customers are constantly sharing information through social media platforms, by interacting with smart products, and by letting firms obtain other information about their locations and usage of online and mobile media through digital intermediaries. Advanced analytic capabilities also allow firms to apply obtained insights instantaneously to decisions on product design and communication strategies.

Nevertheless, despite both the recognized importance of and enhanced access to opportunities related to customer engagement data, firms often find it challenging to leverage these opportunities in a sustainable and long-lasting fashion. Read more…

Why Tech Leaders Need Business Smarts

Entrepreneurship and Innovation | April 7th, 2017 posted
Samina Karim

Samina Karim

In the following post, D’Amore-McKim School of Business Associate Professor Samina Karim explains the importance of a strong business foundation for technology and innovation leaders in today’s evolving business world.

How is the role of the Chief Information Officer (CIO) changing in today’s evolving business world?

Traditionally, the CIO role served internally to help other parts of the organization achieve their goals; it was predominantly a passive function that was thought of synonymously with “information technology” or hardware “computer systems.” In our current business environment, a CIO is often the one setting the strategy for how and what data can and should be gathered, which is then interpreted and transformed into information. This information may either be used strategically by the firm or may even be a product or service sold by the firm. Today’s CIO enables his or her organization to be proactive about handling information. Read more…

Design and Entrepreneurship in Action

Entrepreneurship and Innovation | March 30th, 2017 posted
Tucker Marion

Tucker Marion

In the following post, D’Amore-McKim School of Business Professor Tucker Marion outlines a unique new learning model and partnership being used to teach innovation in our Masters of Technological Entrepreneurship program.

This semester, Master’s in Technological Entrepreneurship students in the Lean Design and Development course are trying something new.

We partnered with the Autodesk BUILD Space to give venture teams access to their state-of-the-art maker space. BUILD is located in the innovation district, in the same building as MassChallenge and Continuum’s new studio space. It is a research and development workshop and makerspace designed to spur collaboration and innovation using the latest fabrication technology, software, and materials. Our students are being trained on 3D printers, laser cutters, and other advanced equipment to help them realize their projects. BUILD is also providing materials and technical assistance. This is an amazing opportunity for Northeastern. And we could not be more grateful to Autodesk. In addition to BUILD, we have continued to maintain a close relationship with the Massachusetts College of Art and Design (MassArt). MassArt designers are a part of each team, as are many students from the Engineering Management Masters program in the College of Engineering. Each team has technical skills, business skills, and design skills. The course is taught by myself and Janos Stone, from the College of Arts Media and Design. Together we are taking the journey from opportunity assessment to functioning prototype. Read more…

Strategic Extremes: Trump’s Negotiating Style 

Edward Wertheim

Edward Wertheim

In the following post, D’Amore-McKim School of Business Associate Professor Edward Wertheim examines the unique and sometimes extreme negotiating style of President Donald Trump.

Most politicians make a great effort to present a public persona that highlights characteristics they feel are viewed positively in their culture. Other characteristics, some of which may be critical to being a successful politician, are hidden behind a “mask.” President Trump is not a traditional politician; he exhibits traits and behaviors most others would try to hide. While he seems to relish displaying his public persona, his actions (including his Twitter posts) present a window through the “mask” (assuming there is one in this case).

For instance, his negotiation style is easy to understand, because we have his ghost-written book, The Art of the Deal, and we have his many public actions. While most negotiations take place behind the scenes, Trump seems to prefer to do at least some of his negotiating in public, which is different from how most other politicians and business people act. Read more…

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