Speaking
Fresh thinking, deep insights and powerful advice on the toughest, most important issues in business.
Speaking Highlights
Was the lead academic speaker at the Wharton School at the University of Pennsylvania conference “Disruption in Retail,” attended by CXOs and key academics. The conference brought industry and academic thought leaders together to discuss disruptive developments that are impacting the retail industry.
Karen Katz, CEO and President, Neiman Marcus answered my questions before an auditorium full of students, faculty and staff at the Mays Business School, Texas A&M on April 2, 2014. Karen Katz started as an assistant buyer with the company took over as the CEO in 2010. She is continuously engaged in delivering customized experience to Neiman Marcus’ luxury customers. I had a chance to moderate her talk. She spoke on a range of topics. Below is a video link to the interview.
The effects of marketing spending and R&D spending on firms’ survival in the Fortune 500.
The effect of aisle adjacency and display of one product category on the sales of another.
Venkatesh Shankar, Pablo Azar, and Matthew Fuller
This work won a finalist award for the 2006 ISMS-MSI Marketing Science Practice Prize.
We develop a model for estimating, tracking, and managing brand equity for multicategory brands based on a combination of customer survey and financial measures for each product category. We apply this model to measure the equity of the flagship brand of a leading insurance company and its leading competitor with the same brand name in multiple product categories, allowing for spillover effects of the brand from one category to another. Furthermore, we examine the relationships between advertising and brand equity and between shareholder value and brand equity, using longitudinal data on advertising, brand equity, and shareholder value, and build a decision support simulator. Our model provides reliable estimates of brand equity and our results show that advertising has a strong long-term positive influence on brand equity. This brand equity model and simulator has enabled the company reallocate its advertising resources to improve brand equity and shareholder value, and offer better guidance to managers, analysts, and investors.