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While the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What does it mean to measure a brand? It is about the worth of the brand? Is it about the target consumer's perception? Or is it about how well known the brand is? The purpose of this tech note is to: (1) create a conceptual model framing the ways in which brands can be measured, (2) describe the key measurement methods, and (3) provide commonly used examples for each measurement method.

Knowledge, creativity, adaptability, and the ability to learn are critical necessities in a world in which the pace of change is accelerating. Many of us will choose to or be required to make a career pivot, in which we must reassess our aptitudes, interests, and priorities. It is in these junctures that significant, positive change is possible. This is where transformational learning can occur. This note offers a framework that encourages the deep learning required for transformational change. Specifically, this note argues for a holistic approach that explicitly focuses on the four aspects of being: body, mind, heart, and soul. Learning typically follows one of four modalities: lecture/discussion, physical/recreational, experiential/relational, and reflective/meditative. This note proposes a two-dimensional transformational learning matrix for generating ideas about the kinds of topics, issues, and activities to be considered in a holistic learning approach.

This note explores the first principles of pricing financial contracts. Debt contracts go by many names, but the term bond is used in this note to denote any market-traded debt contract. The note is divided into three sections. The first section examines the simplest of financial contracts-the zero-coupon risk-free bond contract. The second section examines bonds with the additional complexity of coupon payments. The third section examines the expectations theory, the fundamental theory for why yields vary over different maturities, and introduces the construct of a yield curve. The basic concepts and principles associated with the risk-free bonds discussed in this note provide an important foundation for understanding more complex securities.

Industry note for case IMB753

This case study illustrates various incentives in the healthcare system using recent research in economics. Healthcare is important but it is difficult to objectively measure it from the perspective of providers, patients and third parties. Hence, incentives are used to motivate behavior in both providers and patients. The design of incentives is an enduring challenge and the case study tries to motivate managers to think through this problem in more detail.

This note provides a description of international flows and positions data, a way to identify extreme capital flow episodes (such as surges and stops), and a straightforward technique to predict whether a country should receive more or fewer portfolio inflows in the coming year based on a notion of benchmark inflows.

This technical note discusses the potential of Blockchain technologies in Africa, particularly to overcome institutional voids in trust and transactions.

One of the fastest-growing areas in business is socially responsible investment (SRI), which incorporates environmental, social, and governance concerns. From 2007 to 2017, SRI increased from $2.71 trillion to over $21 trillion, and in 2017, 84% of all millennials were interested in SRI. Given these trends, how should an entrepreneur with a social mission proceed? One of the first decisions is choosing an appropriate legal entity. This technical note presents an array of legal entities that a business with a social mission could consider, with special emphasis on a relatively recent option: the benefit corporation.

Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important part of managing brands in the contemporary brandscape, as today, we live in a world filled with an ever-expanding panoply of physical and virtual media spaces and places within which to create and tell stories with and to our consumers. This technical note outlines how and why consumers respond to brand stories, illuminates the four elements that make up good stories, discusses the use of archetypal plots and characters and other storytelling appeals, and provides guidance and a template for creating resonant, relevant, authentic, and differentiated brand stories.

This primer provides an overview of the implications of automation technology based on state-of-the-art "Artificial Intelligence" (AI) in the late 2010s: including the trends leading to the surge in AI, applications of AI categorized by the type of work performed, limitations of the technology, discussion about AI adoption, and key concerns the technology brought about.

This note can be used at the undergraduate or graduate level to accompany a case on strategy or international business. It is especially helpful when analyzing an emerging market company expanding into developed economies and the challenges associated with this.

This note addresses the key concepts of food security and sustainability, non-linear innovation, and open innovation models such as incubators and accelerators.

This note can be used at the undergraduate or graduate level to accompany a case on strategy or international business. It is especially helpful when analyzing an emerging market company expanding into developed economies and the challenges associated with this.

This note addresses the key concepts of food security and sustainability, non-linear innovation, and open innovation models such as incubators and accelerators.

This case describes the history of the United Kingdom's domestic energy industry and the country's efforts to create a more competitive, greener, and distributed power sector. On July 24, 2017, the United Kingdom government and the industry regulator, the Office of Gas and Electricity Markets (Ofgem), published a report listing 29 actions to be taken to "remove barriers to smart technologies," "enable smart homes and businesses," and "improve access to energy markets for new technologies and business models." The report promised yet more disruption for the 60 suppliers who provided energy for the UK's 27.1 million households. How welcome the proposals would be to the players in the industry was not clear. The "Big Six" vertically-integrated generators and retailers, which accounted for more than 80% of the market, were facing declining sales and market share in the face of a huge number of new entrants: 30 in the last three years alone. The recent threat of a price cap on bills-or even a government take-over-did little to encourage further investment. Meanwhile, a group of six mid-tier challengers, accounting for 12% of the market, had grown big enough to be burdened with the many social and environmental charges faced by the Big Six and their growth had slowed. Several of them were now diversifying into other service offerings such as broadband or homeowner's insurance, or were looking for opportunities overseas. Then there were more than 50 small players, mostly recent entrants. While many were growing fast, often using their customers' deposits to fund growth, they were not profitable and had limited capacity for investment in "smarter energy." Meanwhile, the UK government was keen to encourage players such as Google and Amazon into the market to drive disruption. Just how quickly the UK energy market would get smarter remained to be seen.

Industry note for case NTU226