Columbia Business School

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Ideas and Insights

A Better Economic Plan for Japan

After a quarter-century of stagnation, Japan has an opportunity to boost growth and raise standards of living.

To Maximize Returns, Target the Network

In the age of the social network, customer lifetime value is an increasingly inadequate metric.

Case Study: Developing a Culture to Run Marketing As a Business

A two-part study that delves into how SAP's leadership worked to reinvigorate and evolve the company.

Could Streaming Music Prevent an Industry Swan Song?

How brand building has changed the game in the music streaming industry.

How Ann Mukherjee (PepsiCo) Keeps Whetting Consumers’ Appetites

In the fiercely competitive and fickle beverage and snack business, you need a marketing leader with a deep understanding of the consumer landscape, an eye for innovation and the ability to delight consumers. One might argue that Ann (Anindita) Mukherjee is a “consumer whisperer” of sorts; she gets consumers and seems to be in lockstep with the latest trends in the art and science of marketing.

Under Armour Shows “I Will,” Becoming Nike’s Chief US Rival

On the last day of August 2014, NBA player Kevin Durant tweeted, “Excited and humbled to sign back with the swoosh.” This highly anticipated announcement came after months of courtship from both Under Armour and Nike, with each offering escalating bids for the coveted endorsement of the NBA superstar. Under Armour ultimately lost the bid to Nike – but its aggressive tactics left a big impression.

Executing a Global Strategy, Locally: Lessons from The World’s Local Bank

If you are an international traveler, you’ve probably noticed HSBC’s advertising in jet bridges, baggage claim areas, and pretty much everywhere else in over 45 airports around the world. What makes this global campaign truly distinctive is the brilliant implementation of a “glocalized” strategy–keeping a consistent execution across multiple countries, while maintaining a local flavor in its message at each airport.