Mission 4 Media
Mr. Marketing – 06/02/17
Article discusses how both Professor Phil Kotler and Professor Emeritus Sidney Levy worked together at Kellogg to bring groundbreaking concepts to light. While Kotler published his theories in textbooks, Levy’s 1959 paper was the first to say that marketing sells symbols, not just merchandise. The two professors became fast friends as a result of their shared love for marketing. While Levy retired in 1991 he continues to visit Professor Kotler’s classes from time to time. By questioning each other’s ideas, they were able to cultivate revolutionary ideas that came to life in Kellogg classrooms.
Student babysitting service wins at business pitch – 06/01/17
Article describes last week’s Business Incubator Pitch night at Lake Forest High School, emceed by Adjunct Lecturer Dean DeBiase. The event was the culmination of a yearlong honors business class for juniors; 16 proposed businesses presented to a board of businesspeople that selected four proposals that might make valuable businesses. A service that allows parents to find babysitters online won $17,500.
Kyle Schwarber’s slump may also ding his brands – 05/30/17
Article examines how the Cubs outfielder Kyle Schwarber’s slump this season is negatively impacting the brand campaigns of his endorsers. “Brands want to align with compelling players. One of the things that makes someone compelling is when they deliver outstanding results. No question a slump does bad things for marketability,” said Professor Tim Calkins.
What Does The U.S. Pay For Trade Deals? – 05/26/17
Article by Adjunct Professor Phil Levy points out four recent examples demonstrating that reciprocity does not automatically imply concessions against other industries. He notes that it is wrong to conclude that the United States must lose because of reciprocity, as the point of reciprocity is that both countries perceive a gain.
Data-Driven Marketing: The Moneyball Method – 05/26/17
Article provides an in-depth exploration of data-driven marketing, highlighting why it’s important, why companies are hesitant to employ it, and the best way to approach understanding and implementing it. “Organizations that embrace marketing metrics and create a data-driven marketing culture have a competitive advantage that result sin significantly better financial performance than that of their competitors,” said Adjunct Professor Mark Jeffery.
Working at Kraft Heinz means competition, cost-cutting, and for some, reward – 05/25/17
Article discusses Kraft Heinz’s company culture of vigorous cost-cutting and high levels of competition; in this type of environment, the “young and hungry” can thrive, those who don’t buy into the culture are left behind, and results are the utmost priority. Professor Nicholas Pearce notes that a merit-based system for pay and promotions that is perceived as transparent can help the bottom line, but does not eradicate the potential for bias and favoritism in determining which employees advance.
For insurers, CBO sees more flexibility and instability in GOP’s revised health-care bill – 05/25/17
Article discusses the positive and negative implications of the Congressional Budget Office’s report on the House’s revised American Health Care Act for health insurers. “There’s nothing in the CBO that suggests that it’s going to be easier for insurers to be in the non-group market. It becomes very hard to offer any comprehensive insurance in those markets because you’re going to attract all the sick people. You can charge them more, but you better hope that you’re getting it right,” said Professor Craig Garthwaite.
Should you buy a home in 2017? Here’s what 3 experts say – 05/24/17
Article offers advice from a financial planner, a real estate broker, and Professor Charles Nathanson about purchasing a home in 2017; although there are caveats, all three say that if you’re financially stable, it’s best to make a purchase before the year is over. “Historically, when prices have been rising in, say, the previous year, they usually continue to rise at least for the next year, about maybe 70 percent as much as they did the previous year, on average,” said Nathanson.
CBO’s report card on Obamacare repeal bill could add more fuel to health-care debate – 05/24/17
Article explores the Obamacare repeal bill, noting that previous versions of the bill were expected to result in 24 million more people being uninsured, and that the House may have to re-vote on the GOP bill if the new Congressional Budget Office report does not show large enough budget savings. The article includes an interview with Professor Craig Garthwaite, who does not expect the new report to significantly impact the debate over the bill.
The academics who study the secrets of work – 05/24/17
Article asks five leading business school professors who specialize in researching the world of work to nominate the academic peers with the most innovative and original research on the professional future. Wharton professor Adam Grant nominates Professor Nicole Stephens for her work on the impact of students’ social background at universities and socio-economy diversity in the workplace.