Cost Center Marketing Strategy Technology 
Harvard Business Review
JUNE 26, 2013
Carr predicted that an organization''s ability to compete through investing in information technology was about to change dramatically. The IT boom of the 1980s and early ''90s had brought information technology to the corporate masses, unleashing the first full-scale technology revolution in the enterprise. Why is this?
Harvard Business Review
FEBRUARY 7, 2018
We also supplemented the survey with well-known brand rankings, Net Promoter Scores (NPS), and an analysis of their marketing expenditures and strategies. Vail Resorts remade their entire marketing strategy with a program called EpicMix. In many organizations, marketing comes after product development.
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Harvard Business Review
JULY 16, 2014
Recently I’ve been having a very hard time talking to students, executives, and business leaders about information technology. In too many companies, IT leaders, relegated to their cost centers, are subordinate to other C-level executives. With the cloud, business units can take responsibility for their own technology.
Harvard Business Review
SEPTEMBER 8, 2017
These executives have responsibilities we might expect to reside within marketing. That leaves Chief Marketing Officers with a decision — do you see the rise of these roles as an opportunity or a threat? Marketing faces a particular challenge since customer engagement has traditionally been considered its domain.
Harvard Business Review
SEPTEMBER 13, 2012
An impatient marketing or finance manager would, on the sly, secure some extra budget money and hire a contractor to build a little database that tracked mailing addresses or top-line financials. Slowly but surely, as the little database grew bigger and bigger, the manager would wedge the cost into her operating budget.
Harvard Business Review
FEBRUARY 2, 2016
In this excerpt from their new book, Strategy That Works , Paul Leinwand and Cesare Mainardi explain why distinctive capabilities are vital to success, and address a fundamental question that many companies overlook: How to bring these capabilities to scale, so that every part of the enterprise can call on them.
Harvard Business Review
OCTOBER 12, 2011
It helps students see that Kodak did not understand or invest in the digital technologies that were to sweep away its business, a failure usually attributed to incumbent executive myopia. IT was viewed as noncore, a cost to be outsourced like janitorial services and security. So it had no voice.
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