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The Trouble with CMOs
Whitler, Kimberly A; Morgan, Neil A.; Boyd, D. Eric; McGinn, Daniel; Tripodi, Joe; Welch, Greg; Fleit, CarenArticle HBS-R1704B-EMarketingThe top marketing job in the company is a minefield where many talented executives fail. In this issue we examine what makes the position so risky--and how firms can set CMOs up for success. In "Why CMOs Never Last," marketing professors Kimberly A. Whitler and Neil Morgan argue that something is deeply amiss between chief executives and their chief marketing officers. Eighty percent of CEOs don't trust or are unimpressed by their CMOs. Not surpr...Starting at €8.20
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SodaStream's CEO on Turning a Banned Super Bowl Ad into Marketing Gold
Birnbaum, DanielArticle HBS-R1401A-EMarketingWhen Birnbaum joined SodaStream, in 2007, it was a sleepy company whose managers liked to boast that they had an 85% share of the "home carbonation business." He and his all-new management team brought enthusiasm and vision--and shortly began talking about a new cola war to grow SodaStream's share of the $260 billion global soda business. The ad they created for the 2013 Super Bowl reached more than 100 million viewers--but in an unexpected twist...Starting at €8.20