Harvard Business Review

JULY 16, 2014

In too many companies, IT leaders, relegated to their cost centers, are subordinate to other C-level executives. As a consequence, CIOs work on go-to-market strategies as well as on acquiring and retaining new customers. To borrow a computer-science term, the denotational semantics are all wrong.

CIO 10

CIO Information Technology Forrester Technology 10

Harvard Business Review

OCTOBER 12, 2011

But surveys show that more than 25% of firms still think of IT as a cost center, 53% of CIOs' time is focused on cost control, and 54% of companies outsource their IT services. It's easy to fall into the Kodak trap, especially in austere times when there's almost overwhelming pressure to cut costs.

CIO 9

CIO Outsourcing Cost Center Film 9

Harvard Business Review

FEBRUARY 7, 2018

Vail Resorts remade their entire marketing strategy with a program called EpicMix. Typically at purchase brands, customer service and loyalty take a back seat to marketing campaigns and lead generation. Purchase brands emphasize promotion; usage brands emphasize advocacy.

Brand 8

Brand Succession B2B Advertising 8

Harvard Business Review

OCTOBER 4, 2012

For example, many brands that have made unsuccessful and unprofitable attempts to market to Hispanic consumers using inauthentic tactics have now decided to lump Hispanics into what they call " total market " strategies. Think profit center, not cost center.

Policies 15

Policies Short-term Education Diversity 15

Harvard Business Review

OCTOBER 4, 2012

For example, many brands that have made unsuccessful and unprofitable attempts to market to Hispanic consumers using inauthentic tactics have now decided to lump Hispanics into what they call " total market " strategies. Think profit center, not cost center.

Policies 8

Policies Short-term Education Diversity 8