Der Chief Marketing Officer

2020 ◽  
pp. 555-574
Author(s):  
Benedikt Müller-Stewens ◽  
Günter Müller-Stewens ◽  
Jessica Müller-Stewens
Keyword(s):  
Chief Marketing Officer

Harley-Davidson: Rejuvenating an Iconic Brand

2020 ◽  
pp. 1-15
Author(s):  
Neal J. Roese ◽  
Alexander Chernev
Keyword(s):  
Brand Strategy ◽  
Customer Base ◽  
Chief Marketing Officer

Harley-Davidson's first-ever chief marketing officer has his work cut out for him as the classic American motorcycle manufacturer seeks to curb slowing sales from aging customers. The dilemma: what to do with its less known and unprofitable Buell brand, which has a younger customer base? Which of five options continue its dual-brand strategy, double down on Buell, operate Buell as an endorsement brand, sell it, or discontinue the brand entirely will best attract younger buyers without alienating current diehard customers?

Trilogy Corporation: Customer Value-Based Pricing

2017 ◽  
pp. 1-25
Author(s):  
Mohanbir Sawhney
Keyword(s):  
Customer Value ◽  
Enterprise Software ◽  
Gain Sharing ◽  
Chief Marketing Officer

Steve Meyer, the chief marketing officer at Trilogy, was evaluating the best way to move forward with an innovative, customer value-based pricing approach for its enterprise software solutions. Trilogy had radically transformed its business from a product-centric organization to a customer-centric one, and value-based pricing was a pillar of this transformation. Meyer had to evaluate three pricing approaches: traditional license based, subscription based, and gain sharing. He had to assess which pricing approach Trilogy and Trilogy's clients would prefer and the conditions under which gain-sharing pricing would work. Meyer also had to address several adoption barriers that prevented customers from embracing the gain-sharing pricing approach.

Chief marketing officer and internationalization—a resource-based view

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cher-Min Fong ◽  
Hsing-Hua Stella Chang
Keyword(s):  
Emerging Market ◽  
Work Organization ◽  
Alternative Strategy ◽  
Executive Succession ◽  
Mediation Model ◽  
Developed Country ◽  
Content Type ◽  
Chief Marketing Officer ◽  
Brand Competitiveness ◽  
Positive Effect

PurposeThis study aims to examine whether the selection of a new outsider chief marketing officer from a developed-country incumbent firm with an established brand can serve as an alternative strategy to the acquisition of developed-country firms in benefiting the internationalization of a postselection emerging-market brand marketer that suffers from late-mover disadvantages.Design/methodology/approachA pretest (survey) and two main studies (experiments) were conducted to examine the proposed mediation model of “Chief Marketing Officer background—enhancement of capabilities—brand competitiveness”.FindingsAn emerging-market brand marketer gains enhanced resources and capabilities when a new chief marketing officer is recruited from a developed-country incumbent with a superior reputation, leading to improved brand competitiveness. This positive effect accrues from the new chief marketing officer's background (i.e. prior work organization) spilling over to his/her new emerging-market employer.Originality/valueThis research integrates the research streams of emerging-market firm internationalization, chief marketing officer and executive succession to provide an alternative strategy for emerging-market firms to overcome late-mover disadvantages in global markets.

scholarly journals Marketing accountability and marketing automation: evidence from Portugal

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Susana C. Silva ◽  
Leonardo Corbo ◽  
Božidar Vlačić ◽  
Mariana Fernandes
Keyword(s):  
Design Methodology ◽  
Content Type ◽  
Marketing Automation ◽  
A Value ◽  
Operational Level ◽  
Chief Marketing Officer ◽  
Marketing Activities ◽  
Marketing Accountability ◽  
Return On Marketing

PurposeThe present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing.Design/methodology/approachTo investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory study among ten key informants located in Portugal.FindingsBased on the results of the qualitative analysis, a conceptual framework is proposed, which includes both strategic- and operational-level factors with the goal of creating a value-based agenda. In this agenda, executives such as the Chief Marketing Officer emerge as value creators, fostering business scalability, and further arguments are provided to justify budget allocation to MA activities.Originality/valueThrough careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to a better understanding of MA and accountability within the current business paradigm.

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