Publications

  • How CMOs Can Get—and Keep—Their Marketing Mix Right

    February 07, 2018 | Bain Brief

    All CMOs have access to the same tools, but the leaders focus on the full range of conditions necessary for results.

  • How to Make Your Drug Launch A Success

    October 23, 2017 | IN VIVO

    The pain is becoming all too common for many pharmaceutical executives. After a decade or more of investment in drug development and clinical trials, a company launches a promising new product only to see sales fall far short of expectations.

  • Running the Business through Your Customer's Eyes

    July 07, 2017 | Bain Brief

    To create a truly excellent customer experience, more companies are turning to new key unit of management: the episode.

  • You Cut Your Prices. So Why Didn’t Consumers Notice?

    February 20, 2017 | WSJ.com

    Companies’ actual prices are often at odds with how consumers perceive their prices.

  • Segment-of-One Marketing: Steps to Follow to Make It Pay Off

    September 14, 2016 | The Business Times (Singapore)

    With the proliferation of smart phones and Big Data, the "segment of one" marketing and sales approach is rapidly becoming a reality.

  • The Elements of Value

    August 09, 2016 | Harvard Business Review

    Understanding the 30 elements of value can help managers creatively add value to their brands, products and services and thereby gain an edge with consumers.

  • Do Your Industrial Customers Love Their Experience?

    August 07, 2016 | Bain Brief

    That was the essence of feedback from an automaker that had bought equipment from a plant-engineering company. The equipment installed in one factory had been assembled by three of the engineering company’s departments, and each department’s technical documentation used different standards.

  • Pearls Not Spam: Avoiding the Pitfalls of Personalized Marketing

    August 01, 2016 | Forbes.com

    A "segment of one" marketing and sales approach is rapidly becoming reality. But it's all too easy to build a personalized program that falls short.

  • Distributed Ledgers in Payments: Beyond the Bitcoin Hype

    June 13, 2016 | Bain Brief

    Distributed ledgers present banking executives with intriguing opportunities. Forward-thinking institutions are starting to move beyond experimentation to realize the potential for faster, more efficient payments.

  • Distributed Ledgers in Payments: Beyond the Bitcoin Hype - Bain Santiago

    June 13, 2016 | Bain Brief

    By removing central intermediaries, simplifying connections between counterparties and recording data on a tamper-proof block chain, distributed ledger technology has the potential to improve the speed, transparency and efficiency with which payments are made.