Strategy

This article explains how the metric, Customer Value Added (CVA), can be applied to develop effective marketing and branding strategies. Strategies that are successful against competitors should focus on creating CVA that is greater than those produced by competitors. To do so, one must first regularly measure and monitor CVA by examining its components, perceived value and variable costs per unit. Next, one must develop strategies and tactics to increase CVA effectively and efficiently. In the long run, the organization that succeeds in achieving and maintaining the highest CVA wins.

Why companies have had difficulties determining marketing ROI and how they should approach evaluating marketing ROI. (Reprinted from Columbia Ideas at Work, "Many Happy Returns on Marketing," 8/31/2009, pp. 1-2.)

As we contemplate the raft of regulatory reforms currently being proposed, it is important not only to consider the content of regulation, but also its structure. In particular, it is important to ask how the role of the Fed as a regulator should change, and how the targets and the tools of monetary and regulatory policy should adapt to new regulatory mandates. For example, some reform proposals envision a dramatic expansion of Fed regulatory authority, while others do not, and some proposals envision the Fed's using monetary policy to prick asset bubbles, while others do not.

Companies in a variety of industries (e.g., airlines, hotels, theaters) often use last-minute sales to dispose of unsold capacity. Although this may generate incremental revenues in the short term, the long-term consequences of such a strategy are not immediately obvious: More discounted last-minute tickets may lead to more consumers anticipating the discount and delaying the purchase rather than buying at the regular (higher) prices, hence potentially reducing revenues for the company.

This paper studies the connection between risk taking and executive compensation in financial institutions.

The banking legislation of the 1930s took very little time to pass, was unusually comprehensive, and unusually responsive to public opinion. Ironically, the primary motivations for the main bank regulatory reforms in the 1930s (Regulation Q, the separation of investment banking from commercial banking, and the creation of federal deposit insurance) were to preserve and enhance two of the most disastrous policies that contributed to the severity and depth of the Great Depression — unit banking and the real bills doctrine.

We review a selected set of tools and frameworks for customer-centric new product development. We structure our review around the typical steps of the new product development process: opportunity identification, idea generation, design, testing, and launch. The list of topics addressed in this chapter is by no means exhaustive. We focus on topics which tend to be more recent and to present opportunities for further development and research.

We consider a general infinite horizon inventory control model which combines demand and supply risks and the firm's ability to mitigate the supply risks by diversifying its procurement orders among a set of N potential suppliers. Supply risks arise because only a random percentage of any given replenishment order is delivered as useable units. The suppliers are characterized by the price they charge and the distribution of their yield factor.