Category «Marketing»

Intangible Capital: Culture of Innovation and its Impact on the Cash Flow Multiple

Intangible assets are growing exponentially as a component of company value, but these assets are often unmanaged due to generally accepted accounting principles (GAAP), which provide no accountability. This research paper reaffirms and expands a proven alternative approach, which utilizes the CoreBrand Index┬« to measure, value, and manage intangible assets, and their financial impact on …

Which Drivers of User Engagement Support the Cost-Effectiveness of Online Self-Help Programs? Amazon Turkers Tell Web Managers What Matters.

Open Forest is a provider of online mental health self-help programs and, in this context, it is crucial to understand the needs of potential users. With a high prevalence of ADHD, user needs to establish commitment and loyalty centered on the ability to engage with others online.

And a Miracle Happens!

Firms struggle with transforming sales teams and sometimes resort to replacing sales people to accomplish business objectives. Sustainability theory provides a framework for analyzing the effects of replacing salespeople for all stakeholders. By applying sustainability theory to sales transformation, managers can improve understanding of externalities and thus the total cost of the hiring cycle.