Patrick Barwise
London Business School, Marketing, Emeritus
Most of the leadership advice aimed at senior functional managers is how to build, align, energize, and guide a world-class team. This is a challenging task in its own right, but we all know it isn't the whole story. Leaders, even those... more
Most of the leadership advice aimed at senior functional managers is how to build, align, energize, and guide a world-class team. This is a challenging task in its own right, but we all know it isn't the whole story. Leaders, even those in the C-suite, must also extend their influence upward and horizontally. Organization theory suggests that managing upward and sideways is good for both the company and the individual leader's career: CEOs need the insights and pushback of trusted executives to help sharpen strategy. And complex modern organizations benefit when people engage with their peers across functional and business-unit boundaries to bring a range of perspectives and drive change and innovation. Our research confirms this theory, and then some. In a wide-ranging study of the leadership actions of chief marketing officers (CMOs)—a good proxy, we believe, for the skills and behaviors of functional leaders in general—we've shown how " managing " the CEO and mobilizing colleagues increases business impact and career success.
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MANY MARKETERS ARE GREAT AT DOING MARKETING. THEY EXCEL AT THINGS LIKE CUSTOMER UNDERSTANDING, BRAND COMMUNICATIONS, AND SOCIAL MEDIA CAMPAIGNS. Nonetheless, many wish they had more traction inside their own companies. They work hard to... more
MANY MARKETERS ARE GREAT AT DOING MARKETING. THEY EXCEL AT THINGS LIKE CUSTOMER UNDERSTANDING, BRAND COMMUNICATIONS, AND SOCIAL MEDIA CAMPAIGNS. Nonetheless, many wish they had more traction inside their own companies. They work hard to help the company grow, but their e orts don’t always translate into inter- nal influence and stellar careers. Our research bears this out. 71% of the senior marketers in the study believed that their business impact was high, but just 44% were satisfied with their career paths. The marketers’ bosses took an even
bleaker view... In our research we found 12 important factors for the explicable variation in marketers' business impact and career success.
bleaker view... In our research we found 12 important factors for the explicable variation in marketers' business impact and career success.
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Patrick Barwise and Thomas Barta’s study of marketers shows us all how we can help change perceptions and increase our business impact.
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Great ideas achieve nothing unless they’re executed. Based on large-scale research on functional leadership, this inspirational paper explores how leaders get things done.
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part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission... more
part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the publisher of this book. The greatest care has been taken in compiling this book. However, no responsibility can be accepted by the publishers or compilers for the accuracy of the information presented. Where opinion is expressed it is that of the author and does not necessarily coincide with the editorial views of The Economist Newspaper. Typeset in EcoType by MacGuru
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The House of Lords Select Committee on Communications begins taking oral evidence next Tuesday in its Inquiry on Media Convergence and its Public Policy Impact. It is a broad inquiry, attempting to take in some of the high level issues... more
The House of Lords Select Committee on Communications begins taking oral evidence next Tuesday in its Inquiry on Media Convergence and its Public Policy Impact. It is a broad inquiry, attempting to take in some of the high level issues that the Communications Review and the Leveson Inquiry are unwilling, or unable, to cover. It proposes to cover very general issues related to convergence of media asking whether there should be some kind of over-arching regulatory framework for broadcasting and the internet, and asks for suggestions for a ‘guiding principle’ for policy on convergence.
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A study of marketing expenditure in five industrial countries found that most firms regularly report one or more of six marketing metrics to the Board. Market share (79 per cent) and perceived product/service quality (77 per cent) are... more
A study of marketing expenditure in five industrial countries found that most firms regularly report one or more of six marketing metrics to the Board. Market share (79 per cent) and perceived product/service quality (77 per cent) are most used, while estimated customer or segment lifetime value is reported used by only 40 per cent of firms. There are significant country differences, with German firms claiming to be the heaviest users and Japanese firms the lightest. There is a consistent pattern of intended increased use in the future for all metrics in all countries. Statistical analysis suggests that the six metrics are complementary in practice: most firms adopting metrics tend to measure several rather than picking just one, the average being 3.9 out of the six studied here. The paper concludes with suggested areas for future research.
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... In some ways this runs counter to brand extension, the aim being to achieve broader market access and participation using the strength of a brand portfolio rather than by extend ing a singlebrand. Here then is our focus: on the logic... more
... In some ways this runs counter to brand extension, the aim being to achieve broader market access and participation using the strength of a brand portfolio rather than by extend ing a singlebrand. Here then is our focus: on the logic and benefits of brand portfolios. ...
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This paper reports an empirical study of the state of interactive marketing (IM) in five large developed markets (United States, Japan, Germany, UK, and France) and two key emerging markets (China and Brazil). Expenditure on IM is growing... more
This paper reports an empirical study of the state of interactive marketing (IM) in five large developed markets (United States, Japan, Germany, UK, and France) and two key emerging markets (China and Brazil). Expenditure on IM is growing fast, already accounting for over 8% of total marketing spent. It is significantly higher in services versus products and B2B versus B2C markets but varies surprisingly little (as a percentage of marketing expenditure) between countries. It is growing especially fast in the United Kingdom, United States, and China, and more slowly in France and Japan. The fastest-growing IM activities are permission e-mail and online promotions/incentives. Other IM activities include Web advertising and sponsorship, marketing Web sites and extranets, and new media such as wireless and iDTV. Qualitative data suggest that the rapid growth of IM, mainly at the expense of traditional media advertising, seems likely to continue for the foreseeable future.
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ABSTRACT Conventional wisdom holds that companies must offer their customers something truly unique in order to win their business and loyalty. In truth, successful businesses offer them something simpler but much more important
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P1: JYS c02 JWBK449-Nutt February 21, 2010 10: 30 Printer Name: Yet to Come 2 Research on Strategic Decisions: Taking Stock and Looking Ahead VASSILIS PAPADAKIS, IOANNIS THANOS, AND PATRICK BARWISE INTRODUCTION Twelve years ago, Papadakis... more
P1: JYS c02 JWBK449-Nutt February 21, 2010 10: 30 Printer Name: Yet to Come 2 Research on Strategic Decisions: Taking Stock and Looking Ahead VASSILIS PAPADAKIS, IOANNIS THANOS, AND PATRICK BARWISE INTRODUCTION Twelve years ago, Papadakis and ...
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Research Interests: Business and The Internet
... Authors : Barwise, P. ; Higson, C. ; Likierman, A. ; Corporate author : London Business School (LBS) (United Kingdom) ; Institute of Chartered Accountants in England and Wales (ICA), London (United Kingdom) ; Copyright : 1989 Language... more
... Authors : Barwise, P. ; Higson, C. ; Likierman, A. ; Corporate author : London Business School (LBS) (United Kingdom) ; Institute of Chartered Accountants in England and Wales (ICA), London (United Kingdom) ; Copyright : 1989 Language : English ; Pagination/Size : 84 p ...
Research Interests: Business and Accounting
ABSTRACT Traducción de: Simply Better: Winning and Keeping Costumers by Delivering what Matters Most Planteamiento mercadológico cuyos autores sostienen que la clave para captar y mantener a los clientes estriba fundamentalmente en darles... more
ABSTRACT Traducción de: Simply Better: Winning and Keeping Costumers by Delivering what Matters Most Planteamiento mercadológico cuyos autores sostienen que la clave para captar y mantener a los clientes estriba fundamentalmente en darles lo que es más importante para ellos, como son productos de calidad, un buen servicio o la entrega puntual de los bienes adquiridos, aunque ello parezca menos atractivo que centrarse en la novedad tecnológica, la diferenciación de marca o las estrategias publicitarias. Patrick Barwise y Sean Meehan, cuya propuesta no supone renunciar en absoluto a la innovación, desarrollan su exposición en los siguientes capítulos: 1) La importancia de la diferenciación; 2) Cómo ven realmente la marca los consumidores; 3) Identificar los beneficios de la categoría genérica; 4) Los retos de innovar para conducir el mercado; 5) Cuidado: la publicidad dentro de las pautas establecidas no funciona; 6) Mentalidad centrada en el consumidor y 7) Cómo ser simplemente el mejor.
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Una gestion eficaz de marca y unas caracteristicas suplementarias pueden reforzar las ventajas competitivas de un producto o servicio. Sin embargo, salvo en productos como, por ejemplo, cervezas, fragancias y productos de lujo, la base... more
Una gestion eficaz de marca y unas caracteristicas suplementarias pueden reforzar las ventajas competitivas de un producto o servicio. Sin embargo, salvo en productos como, por ejemplo, cervezas, fragancias y productos de lujo, la base principal del valor de la marca y el valor para los accionistas es la experiencia de los usuarios con respecto a en que medida y con que fiabilidad la marca proporciona los beneficios genericos de la categoria.
Research Interests: Marketing and Philosophy
Muchos directores dan por sentada la relevancia futura de sus productos y servicios, y creen estar recibiendo informacion de valor y certera sobre los consumidores, sin tener en cuenta que los empleados suelen ocultar problemas y que los... more
Muchos directores dan por sentada la relevancia futura de sus productos y servicios, y creen estar recibiendo informacion de valor y certera sobre los consumidores, sin tener en cuenta que los empleados suelen ocultar problemas y que los mercados cambian.
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... School) Michael Svennevig (Leeds University) The ... Programme. Michael Svennevig is Research Director of the Research Centre for Future Communications at University of Leeds, Worsley Building Level 6, Leeds LS2 9JT, UK London ...
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Research Interests: Business and Future Media
... Based on their results, in line with Clay, Krishnan and Wolff (2001), they concluded that, "while there is lower friction in many ... Degeratu, Rangaswamy and Wu (1999), investigating online versus traditional grocery stores,... more
... Based on their results, in line with Clay, Krishnan and Wolff (2001), they concluded that, "while there is lower friction in many ... Degeratu, Rangaswamy and Wu (1999), investigating online versus traditional grocery stores, found that price sensitivity was higher online in the sense ...
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Research Interests: Marketing, Psychology, Ethnography, Advertising, Qualitative Research, and 13 moreInternet Routing Protocol, New Technology, Qualitative market research, Design Methodology, nothing, Emerging Technology, Backup, Video on Demand, Mobile Tv, Consumer Behaviour, Quantitative Method, Video Recording, and Small Sample Size
The research reported here takes a complementary approach to the direct user/consumer studies, by measuring experts’ perceptions of the likely impact of new interactive media (NIM) on different product markets. This has two benefits.... more
The research reported here takes a complementary approach to the direct user/consumer studies, by measuring experts’ perceptions of the likely impact of new interactive media (NIM) on different product markets. This has two benefits. First, it provides a different (and, arguably, better‐informed) perspective on consumers’ likely future response to NIM from the perspective obtained by direct consumer research. Second, the perceptions of these and other experts will strongly influence firms’ investment in NIM and their applications, which will in turn strongly influence the impact on consumers.
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... Television and its audience. Post a Comment. CONTRIBUTORS: Author: Barwise, TP. Author: Ehrenberg, ASC. PUBLISHER: Sage Publications (London and Newbury Park, Calif.). SERIES TITLE: YEAR: 1988. PUB TYPE: Book (ISBN 0803981546 ).... more
... Television and its audience. Post a Comment. CONTRIBUTORS: Author: Barwise, TP. Author: Ehrenberg, ASC. PUBLISHER: Sage Publications (London and Newbury Park, Calif.). SERIES TITLE: YEAR: 1988. PUB TYPE: Book (ISBN 0803981546 ). VOLUME/EDITION: ...
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The concept of brand equity is barely ten years old and has only recently become the subject of much academic research. This has largely focused on the short-term responses of US consumers to hypothetical brand extensions, with many... more
The concept of brand equity is barely ten years old and has only recently become the subject of much academic research. This has largely focused on the short-term responses of US consumers to hypothetical brand extensions, with many findings of great potential interest to ...
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Question 9 in the UK Government’s recent Green Paper on the BBC Charter review asked, “Is the BBC’s content sufficiently high quality and distinctive from that of other broadcasters?”. Patrick Barwise, Visiting Senior Fellow in the... more
Question 9 in the UK Government’s recent Green Paper on the BBC Charter review asked, “Is the BBC’s content sufficiently high quality and distinctive from that of other broadcasters?”. Patrick Barwise, Visiting Senior Fellow in the Department for Media and Communications at the LSE, Emeritus Professor of Management and Marketing at London Business School, and former Chairman of Which?, provides his response.
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The downside of digital giants like Facebook and Google includes the increase in fake news, political polarisation, the dumbing down of debate and the long-term decline in print journalism as newspapers lose readers and advertising to... more
The downside of digital giants like Facebook and Google includes the increase in fake news, political polarisation, the dumbing down of debate and the long-term decline in print journalism as newspapers lose readers and advertising to these platforms. But a combination of problems with digital advertising – fraud, mismeasurement, and programmatic ad placement on undesirable sites – means that advertisers and traditional media are starting to push back. The battle for advertising may be entering a new phase, with a better balance between old and new media. This post is based on a presentation by Patrick Barwise (London Business School) at the Oxford Media Convention 2017.