Connecting Research to the Practice of Business
- Posted by Kati on June 18th, 2005 filed in mktg brainlog
An interesting initiative by Columbia University’s Business School: they launched a new magazine/website, called Ideas at Work where they publish articles that highlight the applicable insight gained from research papers published by the business school’s faculty. A couple of excellent articles to start with: why sports events sponsorship is not as hot as marketers think, how showing your customers your products in the context of your competitors can actually help sales, and why opt-out mentality can be better than opt-in.
I wish more business schools would produce such high quality, applicable and real world out-put in addition to their academic work.
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