Harvard Business Review

DECEMBER 23, 2013

If you were looking for a theme song that captures marketing today, you could do worse than pick Queen’s anthem “Under Pressure.” Marketing is under pressure to show results, cut costs, and drive growth. Marketers should welcome it. In our experience, marketing can increase marketing ROI (MROI) by 15 – 20 percent.

Marketing 11

Marketing NPV Short-term Net Present Value 11

Harvard Business Review

FEBRUARY 7, 2011

For decades multinational corporations have poured hundreds of billions of dollars of foreign investments into emerging markets , sometimes preferring the investment climate of "stable" authoritarian regimes over "messy" democracies. In both places, we know the instability will worsen macroeconomic performance in the short term.

NPV 12

NPV Short-term Discount Politics 12

Harvard Business Review

APRIL 27, 2017

” Laying out their data, they find that long-term oriented companies create more financial value and more jobs. I agree with their vision of a future in which more companies focus on the long term and become more productive for the world (their findings accord with my own work on the dangers of short-termism ).

Hedge 9

Hedge Short-term Long-term NPV 9

Harvard Business Review

SEPTEMBER 21, 2015

Lotta Tindal, the chief marketing officer for the Dutch hospitality group Ervaring Hotels & Resorts, hadn’t wanted to come to the presentation, but Gerard Bakker, Ervaring’s CFO, had twisted her arm. But Lotta wasn’t yet ready to gamble a significant portion of her marketing budget on it.

Case Study 8

Case Study Travel Hotels NPV 8