Marketing & Communications Publications

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2011

  1. 2011 Customer Loyalty Conference KeyNotes Report

    March 2012 | Conference KeyNotes

    The keys to having loyal customers include knowing your customers personally, knowing what they want, and delivering it to them, sometimes before they even realize they want it.

  2. 2011 Senior Corporate Communications Management Conference KeyNotes Report

    March 2012 | Conference KeyNotes

    Communicators have become closer strategic partners with senior management as they work together to enable the organization to respond and adapt to rapid change.

2013

  1. 2013 Senior Corporate Communication Management Conference KeyNotes Report

    March 2014 | Conference KeyNotes

    Today’s corporate communications departments are the equivalent of an internal media company that helps roll out new strategies, enhance customer experience, and increase employee engagement.

A

  1. Are You Talking to Your People or at Them?

    March 2009 | The Conference Board Review

    Learning to focus both your message and your presentation.

  2. Are Your Opinions Really Your Own?

    July 2012 | The Conference Board Review

    HR departments increasingly require disclaimers be appended to employees' Twitter posts. But disclaimers are a flawed solution to a dubious problem.

B

  1. Beyond the Hype: E-nabling the Sales and Marketing Force

    December 2002 | Research Report

    This report describes the impact of e-nabling, defined as the implementation of digital and communication technologies for the purposes of improving performance and creating the real-time enterprise.

  2. Brand Evolution

    January 2009 | The Conference Board Review

    Signaling dramatic change or keeping it under wraps?

  3. Branding Challenges in the Great China Breakout

    December 2003 | Executive Action Report

    The domestic market in China for many manufactured goods is heavily saturated in several sectors, leading to stiff competition and squeezing profit margins. This is causing Chinese manufacturers to launch their brands on the world market.

  4. Branding on Site: Customer Relationships in the Digital Marketplace

    December 2001 | Research Report

    Done in collaboration with a Working Group of branding / marketing executives from 12 U.S. companies, this study examines how major firms are adjusting their branding strategies to embrace the Web as a new communications channel.

  5. Business Environment Abounds with Angry Questions: How to Answer a Zinger

    January 2004 | Executive Action Report

    Forget the office-speak, euphemisms, circumlocutions, and spin control. The key to dealing with challenging questions in the workplace is to understand that they often have a genuine emotional component.

C

  1. A Crisis of Confidence

    January 2009 | Executive Action Report

    Despite ongoing concerns that the current economic crisis could end up resembling The Great Depression, data so far shows that this recession is in far better shape than the circumstances of 1929.

  2. Can U.S. Corporations Change the Way People Think About America?

    June 2005 | Executive Action Report

    There has been a gradual global erosion of faith in the United States and its government, and in turn consumers worldwide are losing trust in American corporations. Is it time for U.S. corporations to help change the way the U.S. is viewed?

  3. Communicating For Global Competitive Advantage

    August 1997 | Research Report

    If companies want to win global competitive advantage faster than the competition, they need to communicate better than their competitors to all stakeholders and have a global state of mind.

  4. Communicating in the Future

    June 1999 | Research Report

    What's the best way to manage your company's relations with the media? What about using your intranet to reach your employees? The answers are here.

  5. Communication Capital, Metcalfe’s Law, and U.S. Productivity Growth

    March 2011 | Economics Program Working Paper Series

    by Carol Corrado, March 2011. - EPWP #11 – 01

  6. Community Connections: Strategic Partnerships in the Digital Industries

    November 1999 | Research Report

    This report presents the business case for digital industry companies to partner with nonprofits and governments in strategic community investment activities.

  7. Company Approaches to Green Products and Services: What's Working and What's Not

    May 2008 | Executive Action Report

    Companies that go “green” and promote those efforts must be informed on the environmental impacts of all processes throughout a product’s lifecycle and commit to transparency in marketing and advertising.

  8. Competitive Intelligence: A Critical Tool for Innovation

    April 2011 | Council Perspectives

    The “next big thing” could hit at any time and revolutionize your industry, leaving you with outdated products, processes, partners, and business models. Competitive intelligence (CI) can provide critical insights into what your competitors are doing.

  9. Connecting Emotions and Personality to Your Corporate Image and Brands

    August 2007 | Executive Action Report

    When it comes to building and maintaining a corporate brand, today's democratized market is no place for top-down, hierarchical thinking. In this climate, an authoritative tone is as apt to cause resentment as it is to increase sales.

  10. Connecting to Customers

    February 2011 | The Conference Board Review

    Corporate leaders too often keep their distance from the people that are the most important.

  11. Consumer Trends...Why People Shop Online

    January 2004 | Executive Action Report

    Online retail appears to be mostly about the price, with nearly half of all online shoppers claiming bargain hunting as their motive.

  12. Coping With the Coming Wave of Web Communication

    April 2002 | Executive Action Report

    Looks at Web conferencing and collaboration systems: how they work, how to create a successful enterprise strategy for them, and their outlook.

  13. Corporate Brands: Meeting the Challenges of Changing Times

    February 2010 | Council Perspectives

    This report, based on a September 2009 meeting of The Conference Board Council on Corporate Brand Management, discusses the challenges facing the corporate brand and what the new operating landscape—the new normal—will look like once the recession ends.

  14. Corporate Brands: Strategies for the New Normal

    March 2010 | Council Perspectives

    This report is an issue-specific excerpt from Council Perspectives (CP-015) Corporate Brands: Meeting the Challenges of Changing Times.

  15. Corporate Communications Trends... Ruling in Nike Case May Lead to Increased Corporate Self-Censorship

    January 2004 | Executive Action Report

    The repercussions from the lawsuit against Nike concerning its international employment practices, may cause the loss of free speech protection for businesses and an increase in false advertisement suits.

  16. Cracking the Financial Code

    March 2010 | Council Perspectives

    This report is an issue-specific excerpt from Council Perspectives (CP-015) Corporate Brands: Meeting the Challenges of Changing Times.

  17. Crafting a Strategy for Virtual Worlds: Eight Questions to Ask

    August 2007 | Executive Action Report

    Virtual worlds are emerging fast on the business landscape, but few companies have developed a strategy to deal with them. How can you take advantage of this new technology?

  18. Customer Relationship Management: New Ways of Keeping the Customer Satisfied

    August 2001 | Research Report

    This report examines planning and implementation practices for Customer Relationship Management and pinpoints keys to success among B2C and B2B practitioners across a range of industries.

  19. Challenge of Meeting Public Expectations on Sustainable Development

    March 2006 | Executive Action Report

    As the public becomes increasingly concerned with health, safety, and the environment, companies are adopting new approaches and involving stakeholders in more open, transparent, and constructive dialogues.

  20. Communication Patterns of Corporate Social Responsibility within and across Industries

    April 2012 | Director Notes

    This report examines how American corporations collectively describe their corporate social responsibility (CSR) activities based on an analysis of data collected from 103 Fortune 500 websites.

D

  1. Defining The Values-Based Enterprise

    June 2004 | Executive Action Report

    A renewed interested in the concept of a values-based enterprise has emerged. At the heart of the values based enterprise is the belief that companies need both “private” and “public” capital to survive and prosper.

  2. Defining the Corporate Ethics Brand

    November 2005 | Executive Action Report

    Companies usually place corporate ethics and corporate social responsibility in different departments with different lines of responsibility, but merging them into a coherent corporate ethics brand could reap benefits.

  3. Disconnect: The company you think you're running is not the company for which your people work.

    July 2012 | The Conference Board Review

    CEOs rarely know much about how work actually gets done below the C-suite level.

  4. Duty to Monitor under Delaware Law: from Caremark to Citigroup

    February 2010 | Director Notes

    Have corporate governance laws struck the right balance between risk taking and risk mitigation? This report provides an overview of Delaware law developments on the fiduciary duty to monitor.

E

  1. E-mail Management and Distribution Tools—A Primer

    August 2003 | Executive Action Report

    Overcoming the challenges of customer email, such as 24-hour access, meeting expectations for timely responses, and archival and access capabilities, can become costly without the appropriate strategy and management tools.

  2. Employee Communication During Mergers

    June 2000 | Research Report

    During a merger, the new strategic directions, business priorities, organization dynamics, and values combine with employees' strong personal concerns to create an enormous demand for accurate and timely information.

  3. Employee Engagement in a VUCA World: A Review of Current Research and Its Implications

    July 2011 | Research Report

    This report combines analysis of some of the most important employee engagement research of today and puts it into perspective for members.

  4. Employee Engagement
    A Review of Current Research and Its Implications

    November 2006 | Research Report

    This literature review summarizes what is known on the topic of "Employee Engagement" and what companies can do to foster true engagement in the workplace.

  5. Engaging Employees Through Your Brand

    April 2001 | Research Report

    Branding is well established as a marketing strategy, and, for most enterprises today, no market is more competitive than the market for employees.

  6. Exploring Innovation with Firm Level Data

    December 2008 | Economics Program Working Paper Series

    by Samuel Kortum, December 2008. - EPWP #08 - 11

  7. Extending Your Brand to Employees Conference KeyNotes Report

    August 2012 | Conference KeyNotes

    Over the last two years, companies have become more focused on employer branding, but determining the one meaningful brand message to communicate remains a challenge.

F

  1. A Failure to Communicate . . .Twelve Habits of Effective Writers

    May 2004 | Executive Action Report

    With the advances in media and technology, getting your message delivered has never been easier. However, it is also easier than ever to be misunderstood or overlooked in today's deluged inboxes.

  2. Finding Direction . . .Taking Control of the Sustainability Agenda: Broadening the Role of Business

    December 2003 | Executive Action Report

    For business to adopt an enhanced corporate responsibility strategy and expect to realize short-term business benefits in the face of long-term global needs is likely unrealistic. This report explains why it is still important to develop such a strategy.

  3. Finding a Definition of Employee Engagement

    June 2007 | Executive Action Report

    Determining a practical definition of employee engagement is a personal exercise. Companies must determine, “What is employee engagement to us?” based on drivers such as company pride and manager relationships.

  4. Forging an Effective Sales Organization

    February 1999 | Research Report

    Without a solid sales organization, your corporation could be out of luck or even out of business. What steps are companies taking to boost their sales organizations?

  5. Frameworks for Integrating Citizenship and Sustainability into Business Strategies and Operations

    June 2009 | Key Findings

    This report explores the approaches of 11 North American companies with well-established citizenship and sustainability practices.

  6. From Like to Love

    October 2011 | The Conference Board Review

    According to Adrian Slywotzky, "very good" isn't good enough anymore—your product needs something extra.

  7. First Customers

    July 2011 | The Conference Board Review

    In a new market, you need to secure a foothold. World domination can come later.

G

  1. A Global Barometer for Measuring Employee Engagement

    December 2009 | Research Report

    This report shows that a robust measure of employee engagement can be constructed with just eight basic questions—termed The Conference Board Employee Engagement Barometer.™

  2. Get Social: A Guide to Creating Your Company's Social Media Strategy

    October 2011 | Executive Action Report

    Most organizations realize the importance of participating in social media but do not have a formal plan on how to make the most of it. This report discusses specifics and best practices for planning a social media strategy.

  3. Global Trends in Board-Shareholder Engagement

    October 2013 | Director Notes

    Notwithstanding the potential benefits of engaging shareholders, board directors hesitate to do it—sometimes, rightly so. Real-world examples serve as guidance for those trying to develop an effective engagement program.

  4. Going Green: Corporate Commitment to Citizenship and Sustainability Issues Takes on a Greater Role

    March 2008 | Executive Action Report

    North American companies have placed increased emphasis on corporate citizenship and sustainability issues over the past three years, leading to numerous changes within their organizations.

  5. Guidelines for Engagement

    March 2014 | Research Report

    Direct engagement between companies and their investors is in early stages, but is likely to become a permanent, although less formal, part of governance of US public companies.

H

  1. Handling a Corporate Crisis

    August 2012 | Director Notes

    In today’s climate, securities and financial firms are likely to face some enforcement proceedings that create a situation fraught with potential pitfalls. This report discusses 10 prescriptions for handling these situations well.

  2. Harnessing the Power Within: Using Your Employees to Help Deliver the Brand Promise

    May 2010 | Executive Action Report

    This report discusses how creating an internal branding model will help employees understand and connect to your core brand, then communicate that brand message to your customers.

  3. How Growth Creates Value: Aligning Your Enterprise

    September 1998 | Research Report

    Here's how some companies have planned for growth—and succeeded.

  4. Hispanic Market in 2010

    January 2005 | Executive Action Report

    By the close of the decade, Hispanics in the US are expected to represent more than $670 billion in spending power. Marketers will wish to take advantage of this opportunity, but do they understand this population well enough to do so?

  5. Hispanic Market in 2010

    November 2004 | Research Report

    This report profiles these consumers and predicts how their demographics will change by 2010.

I

  1. Improving Communications Between Companies and Investors

    November 2004 | Research Report

    Based on The Conference Board’s Global Corporate Governance Research Center’s first transnational Corporate/Investor Summit, this report represents a unique consensus on best practices to improve communications between companies and investors.

  2. Innovation and Intangible Assets Gaining the Competitive Edge in Economic Recovery

    January 2011 | Executive Action Report

    Intangible assets drive innovation and contribute much to a firm’s and a country’s competitive edge in the knowledge economy. It is time for a fresh look at how businesses look at these critical assets.

  3. Innovation as Viewed from Within the Corporation

    December 2008 | Economics Program Working Paper Series

    by Jim Lichtenberg and Christopher Woock, December 2008. - EPWP #08 - 08

  4. Innovation, Intangibles and Economic Growth: Towards A Comprehensive Accounting of the Knowledge Economy

    December 2007 | Economics Program Working Paper Series

    by Bart van Ark and Charles R. Hulten, December 2007. - EPWP #07 – 02

  5. Investing in CSR to Enhance Customer Value

    February 2011 | Director Notes

    This report, which is based on the analysis of 163 articles from the most relevant empirical literature on the subject, offers a number of practical recommendations to business leaders embarking in CSR programs for their companies.

  6. Investing in Profitable Customer Relationships

    October 1997 | Research Report

    Companies are discovering that loyal customers are profitable customers. The challenge is deiciding which customers and products to invest in when looking to increase loyalty.

  7. Issues in Intangibles, Vol. 1, No. 1

    February 2012 | Periodical

    This first release in a new series from The Conference Board focuses on intangible assets—why they matter, how they are measured, and their importance to both national economies and individual firms.

  8. Issues in Intangibles, Vol.1 No. 2, Spring 2012

    May 2012 | Periodical

    Intangible assets are key to competitiveness in the knowledge economy. In this edition of Intangibles Quarterly, Professor Baruch Lev discusses how a firm can keep effective records of intangible assets and how they may affect decision making.

  9. It's Not Just Your Children's Facebook Anymore

    May 2011 | Executive Action Report

    Companies that use social media to improve knowledge transfer will see employees benefit from more informed thinking, better ideas, and big steps forward in innovation.

  10. Identity Recession

    January 2010 | The Conference Board Review

    Why are companies so cautious about rebranding themselves?

M

  1. A Marketer's Guide to Discretionary Income

    November 2007 | Research Report

    About 73 million households in the United States have some discretionary income at their disposal, up from nearly 57 million in 2002.

  2. Managing Brands in a Topsy-Turvy Marketing Environment

    February 2011 | Executive Action Report

    To create excitement for a new brand, or refresh a tired brand, bring together networks of satisfied customers and user groups to share their experiences and generate word-of-mouth.

  3. Managing Culture in Mergers and Acquisitions

    November 2001 | Research Report

    This study of cultural issues is designed to provide executives with a range of ideas and practices to improve the management of mergers and acquisitions and to contribute to the overall success of post-merger integration.

  4. Managing Customer Data for Strategic Advantage

    December 2003 | Research Report

    This report presents the findings of a recent survey of 45 companies on the goals, effectiveness, and importance of their customer data management programs.

  5. Managing Domain Names

    October 2003 | Executive Action Report

    A clear domain name policy coupled with a basic program to manage and secure domain names helps companies rationalize their digital assets, improve security, and strengthen the value of their brand on the Internet.

  6. Managing Great Expectations: Reshaping Engagement Strategies to Address Stakeholders' Citizenship and Sustainability Concerns

    March 2008 | Executive Action Report

    It is critical that a company understand the citizenship and sustainability issues relevant to its products, services, and operations, and know how stakeholders perceive its responsiveness to those issues.

  7. Managing Reputation Risk and Reward

    March 2009 | Research Report

    After witnessing several companies take well-publicized hits to their reputations over the past few years, senior managers have started to pay greater attention to reputation risks.

  8. Managing Reputation with Image and Brands

    April 1998 | Research Report

    How can you take full advantage of one of your company's biggest assets? This report captures the experience of some of Europe and the United States' best known companies.

  9. Managing and Measuring Return on Marketing Investment

    October 2008 | Research Report

    Measuring a company’s return on marketing investment is a young science, but the longer a company works at measuring MROI, the more successful it will be.

  10. Managing the Conversation

    March 2012 | Council Perspectives

    While branding has always been about shaping experiences, today, in the age of 24/7 communication and social media, the challenge has shifted from shaping the message to managing an active conversation.

  11. Managing the Corporate Brand

    May 1998 | Research Report

    Companies want more out of their brand—and this report looks at successful methods for getting it.

  12. Marketing Without Marketing: Consumers are harder than ever to reach, but don't make it obvious that you're trying harder than ever to reach them.

    October 2013 | The Conference Board Review

    Brand journalism is one way smart marketers rise above the clutter of internet advertising. As a marketer, the key is to figure out where people's interests and your competencies overlap.

  13. Marketing's New Path to Profitability

    April 2003 | Executive Action Report

    With budgets shrinking, the pressure is on marketers to demonstrate real and immediate returns on their investments. (Download Spanish version)

  14. Measuring the Effects of Corporate Social Responsibility

    April 2011 | Director Notes

    This report discusses a model for measuring the efficient and effective use of corporate resources allocated to CSR activities.

  15. Mission Critical: Controlling Costs ... Marketing Costs: The Efficiencies Provided by Targeted Approaches

    July 2002 | Executive Action Report

    One danger in attempting to contain marketing costs: If a company's value proposition is compromised then cost-cutting becomes counterproductive.

  16. Mission Critical: Controlling Costs ... Overview: Cut the Costs, But Not the Trust

    July 2002 | Executive Action Report

    When it comes to costs, crash dieting does not make companies stronger in the long run—developing a "cost-conscious culture" does.

N

  1. New Corporate Reality: External and Market Considerations

    July 2005 | Research Report

    This report focuses on anticipating the requirements of the variety of shareholders and stakeholders—including government agencies, the press, and the general public—who will examine your offshoring operations.

O

  1. One Year After: The Leadership and Communication Dilemma of 9-11-02

    August 2002 | Executive Action Report

    For corporate leaders on the anniversary of 9/11, listening may become more important than speaking.

  2. Our Brands, Ourselves: The power of attachment

    July 2012 | The Conference Board Review

    As both marketers and consumers attach more meaning to brands, it's important to understand their context in society and business.

P

  1. Precision Marketing: Five Ways to Make Better Marketing Investment Decisions

    October 2008 | Executive Action Report

    As customers tune out the torrent of information and messages, traditional measures to determine the effectiveness of marketing campaigns are no longer reliable.

  2. Priorities vs. Time: How to regain control of your schedule—and your flow of information

    January 2012 | The Conference Board Review

    No strategy will add hours to the workweek or the ability to work 24/7, and you can’t just offload half your key decisions to someone else. But the chances of success improve greatly with some rethinking of use of time and priorities.

  3. Power of Marketing Innovation

    March 1999 | Research Report

    Will interactive marketing give your company the edge? Can you revive "lost" customers? These and other questions are answered in this report featuring the experience of Colgate-Palmolive, IBM, and Kodak, among others.

R

  1. Ready or Not: Companies and the Sustainability Tipping Point

    February 2010 | Executive Action Report

    The challenge for companies is how to make sustainability-centric approaches deliver not only on the financial bottom line but also on a broader platform of ecological and social accountabilities and goals that make up the sustainability blend.

  2. Rebuilding Trust in Business . . .Corporate Social Responsibility in the 21st Century

    January 2004 | Executive Action Report

    The business of doing business affects the larger society. If all commercial decisions had an indisputable social benefit, choices would be easy, but sometimes trade-offs have to be made.

  3. Recommendations of the Task Force on Corporate/Investor Engagement

    March 2014 | Research Report

    The task force examined the facts, the issues, and the policy implications of the current state of US corporate governance and here offers their recommendations.

  4. Redefining the Employee Value Proposition: New Developments in Asia-Pacific

    February 2005 | Executive Action Report

    Companies in Asia-Pacific who want to have a successful employee value proposition should embed corporate governance as well as diversity and inclusion policies into corporate culture.

  5. Reengaging Lost Customers

    February 2010 | Executive Action Report

    What can be done to win back customers that have proven loyal in the past and who may account for a significant portion of profits? A Mid-market Conversation Starter.

  6. Reputation Risk: A Corporate Governance Perspective

    December 2007 | Research Report

    Corporate boards can and should assess their fiduciary responsibilities in the area of reputation risk management--and they should do it long before it's necessary. Here's how.

S

  1. Shaping a Superior Corporate Image

    July 1996 | Research Report

    These excerpts from discussions with CEOs and other pros show you how to grow a strong brand image and steer through a crisis.

  2. Shifting the Focus: Updating Your Work-Life Approach to Integrate Employee Engagement and Talent Management

    May 2008 | Executive Action Report

    To recruit and retain a new generation joining the workforce, companies need to understand that work-life balance has moved beyond flextime, and adjust their work-life programs accordingly.

  3. Social Media and Word-of-Mouth Marketing

    March 2010 | Council Perspectives

    What will the operating landscape - the new normal - look like post-recession? It will be a tougher place to manage a corporate brand. Companies simply won't be able to do things the way they always have. But that may not be such a bad thing.

  4. Step Up to Solutions-Selling

    October 2007 | Executive Action Report

    Some small and midsize companies are getting organized to sell solutions, not just products. Why aren't all the others?

  5. Strategic Planning for the Time-challenged

    May 2004 | Executive Action Report

    For many smaller and mid-sized companies, whose management resources tend to be stretched thin, a simplified approach to planning works best.

  6. Strategy Struggles in the Boardroom

    November 2004 | Executive Action Report

    Corporate strategist Donald V. Potter finds board meetings do not do justice to strategy discussions. Are separate meetings with a set agenda the answer?

  7. Sustainability Matters 2014: How Sustainability Can Enhance Corporate Reputation

    January 2014 | Research Report

    Brand recognition and reputation are among the most valuable intangible assets of any company. In turn, sustainability initiatives have the potential to significantly impact corporate brand and reputation.

  8. Sustaining Customer Care in a Rapidly Changing Business World: A Snapshot of Practices

    September 2003 | Research Report

    This study attempts to gauge the fast-changing technologies and approaches taken in maximizing customer and, hence, corporate value.

  9. Social Media for Human Resources Conference KeyNotes Report

    November 2013 | Conference KeyNotes

    As companies look to increase productivity of human capital, HR’s responsibility for innovation, talent development, and engagement has risen. Firms are using social media to excel in these areas.

T

  1. Taking Global Brands to Japan: A Luxury Goods Market that is as Profitable as it is Unique

    February 2004 | Executive Action Report

    This report delves into how the profound social changes in Japan - brought about by a decade long recession - have allowed global luxury brands to blossom there.

U

  1. Using Market Mechanisms in Environmental Regulation

    June 1998 | Research Report

    Will the market drive companies to "better" behavior regarding the environment? Here's a look at answers to that question.

W

  1. "What Do You Make Here?"

    May 2009 | The Conference Board Review

    In Chinese import/export, it's all about getting customers in the door.

  2. Worst Thing About Best Practices

    July 2010 | The Conference Board Review

    Companies should look to others' best practices only as a last resort, not as a first idea.

  3. Webcasting on the Corporate Intranet

    April 2004 | Executive Action Report

    Many large and medium sized companies are using webcasting to communicate with their employees, courtesy of high-bandwidth network connections.

  4. What Others Think of You Matters: Manage and Boost Your Corporate Reputation Using Social Media

    November 2007 | Executive Action Report

    Podcasts. Blogs. Virtual Worlds. Today's media landscape is evolving, stretching far beyond traditional radio, television, and print, and the days of managing your company's reputation with just a press release are history.

  5. What's the Story?

    April 2011 | The Conference Board Review

    Narrative, character, drama—Peter Guber knows how to get your attention.

  6. Wherefore Art Thou, Brand?

    January 2009 | The Conference Board Review

    Adjusting to marketing's new realities.

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