Harvard Business Review

DECEMBER 23, 2013

Overcoming “short-term-ism”. One major blind spot for marketers to be aware of is “short-term-ism” that most analytics engender. The reality is that the majority of marketing activities have both a short- and long-term impact on sales. One consumer food brand almost fell into this short-term trap.

Marketing 11

Marketing NPV Short-term Net Present Value 11

Harvard Business Review

MAY 4, 2017

How can you continuously defer short term profitability to grow your network effect? Next time you're deciding about a big investment, NPV can help you make a more informed decision. Invest today to build an ecosystem, demonstrate value, drive network effects, and create customer loyalty. Risk losing short-term.

Collison 9

Collison Net Present Value Company Short-term 9

Harvard Business Review

SEPTEMBER 21, 2015

” “I have Carly running the ROI — both short-term and long-term,” he said, referring to Carly Janssen, his finance director, “but I have to say that I find it intriguing. In her short time at Ervaring, she’d come to rely on him for help with investment decisions. ” Negative NPV.

Case Study 8

Case Study Travel Hotels NPV 8