Forecasting and Prediction →
- 20 Oct 2011
- Research & Ideas
Getting the Marketing Mix Right
Marketers have a wide array of selling tools at their disposal, but lack an effective method for predicting their success. Associate Professor Thomas J. Steenburgh and collaborators offer a new model for guiding their marketing investments. Key concepts include: Discrete choice models commonly used to evaluate marketing strategies often provide misleading results, leaving managers with the inability to accurately measure how they can get the best bang for their buck. A new model could help managers figure out which marketing efforts work best, and therefore decide which strategies to invest in. Open for comment; 0 Comments.
- 25 Jan 2010
- Research & Ideas
A Macroeconomic View of the Current Economy
Concerned or confused by the economic environment? Take some lessons from history and concepts from macroeconomics to get a better understanding of how the economy works. A Q&A with HBS professor David A. Moss, author of A Concise Guide to Macroeconomics: What Managers, Executives, and Students Need to Know. Closed for comment; 0 Comments.
- 06 Oct 2008
- Research & Ideas
Updating a Classic: Writing a Great Business Plan
Harvard Business School professor William A. Sahlman's article on how to write a great business plan is a Harvard Business Review classic, and has just been reissued in book form. We asked Sahlman what he would change if he wrote the article, now a decade old, today. Key concepts include: A business plan can't be a tightly crafted prediction of the future but rather a depiction of how events might unfold and a road map for change. The people making the forecasts are more important than the numbers themselves. What matters is having all the required ingredients (or a road map for getting them), not the exact form of communication. The best money comes from customers, not external investors. Closed for comment; 0 Comments.
How to Predict if a New Business Idea is Any Good
Professor Pian Shu tackles one of the most difficult questions in the startup world: How can you tell if a new business will succeed? Open for comment; 0 Comments.