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Decision Support Models For Movies: Making Science Out Of An Art, Knowledge@Smu
Decision Support Models For Movies: Making Science Out Of An Art, Knowledge@Smu
Knowledge@SMU
Can movie exhibitors, distributors and producers predict box office earnings apart from opening numbers, some good hunches, and a lot of luck? At a recent seminar on ‘Researching the Entertainment Industry’ at the Singapore Management University, Josh Eliashberg, Wharton professor of marketing and operations and information management, presented a set of decision support tools developed with an international team of researchers, which could help “to make a science out of an art”.
Book Review: Kfc In China: Secret Recipe For Success By Warren Liu, Knowledge@Smu
Book Review: Kfc In China: Secret Recipe For Success By Warren Liu, Knowledge@Smu
Knowledge@SMU
Colonel Harland Sanders, founder of Kentucky Fried Chicken, did not always enjoy the red carpet treatment in his two decades in China. The American fast food chain -- whose trademark Colonel is sometimes mistaken for Uncle Sam -- had to brave outbursts of Chinese nationalism, a food safety crisis and, sometimes, corrupt employees, according to Warren Liu, author of a new book, KFC in China: Secret Recipe for Success.
Create, Connect, Convince: Jörg Dietzel On Advertising, Branding And Communications, Knowledge@Smu
Create, Connect, Convince: Jörg Dietzel On Advertising, Branding And Communications, Knowledge@Smu
Knowledge@SMU
Advertising veteran, Jörg Dietzel, runs his own company, Jörg Dietzel Brand Consultants, in Singapore and Jakarta. He also teaches classes in branding, advertising and communications at the Singapore Management University, and is currently hosting a four-part TV series, “The Consultant”, produced by Channel News Asia. Knowledge@SMU spoke to Dietzel about his new book, Create l Connect l Convince.
John Davis On Sports Sponsorship And Branding, Knowledge@Smu
John Davis On Sports Sponsorship And Branding, Knowledge@Smu
Knowledge@SMU
Marketing professor John Davis is director of the Centre for Marketing Excellence at the Lee Kong Chian School of Business, Singapore Management University. In his new book, The Olympic Games Effect, to be published by John Wiley in the run up to the Beijing Olympics, Davis examines why companies and even host cities and countries invest so heavily in sports sponsorship and branding. He also offers valuable lessons -- drawn from a rich collection of real-lfe examples -- on the risks involved, and how to maximise returns from these investments should businesses decide to go down this route.
Through The Looking Glass: Singapore’S First Customer Satisfaction Survey, Knowledge@Smu
Through The Looking Glass: Singapore’S First Customer Satisfaction Survey, Knowledge@Smu
Knowledge@SMU
The Institute of Service Excellence (ISES) was established by the Singapore Management University (SMU) and Singapore’s Workforce Development Agency (WDA) in mid-2007. In April 2008, following a survey conducted across various sectors and subsectors, the Institute launched the nation’s first customer satisfaction index, known as the Customer Satisfaction Index of Singapore (CSISG). Singapore scored 68.7 out of 100 in the CSISG, lower than South Korea and the United States which scored 72 and 75 respectively.
Brand Valuation: Why Measuring The Intangibles Makes Business Sense, Knowledge@Smu
Brand Valuation: Why Measuring The Intangibles Makes Business Sense, Knowledge@Smu
Knowledge@SMU
David Haigh, group chief executive of Brand Finance, is a well known author, speaker and authority on brand and intangible asset valuation. Haigh was the featured speaker earlier this year on the topic “Brand Valuation: What does it all mean to companies?” at the Center for Marketing Excellence, Singapore Management University. Haigh spoke to Knowledge@SMU about the concept of brand valuation, how it is carried out, and why companies need to value brands to meet strategic, due diligence and investor relations goals.
International Ad Agencies Early Players In The Globalisation Game, Knowledge@Smu
International Ad Agencies Early Players In The Globalisation Game, Knowledge@Smu
Knowledge@SMU
Long before globalisation became a buzzword, large international advertising agencies had already gone down that road starting in the 1990s by aggressively expanded their domestic and international networks. According to Singapore Management University corporate communications professor Mark Chong, the preference of clients to streamline and integrate their brand communications across countries spurred communication agencies to gain a foothold in the international market under umbrella holding companies rather than individually.