Harvard Business Review

Harvard Business Review

July/August 2021

For over 80 years, Harvard Business Review magazine has been an indispensable and unrivaled source of ideas, insight, and inspiration for business leaders worldwide. Each issue contains breakthrough ideas on strategy, leadership, innovation and management. Now, newly redesigned, HBR presents these ideas in a smart new design with improved navigation and rich infographics. Become a more effective leader by subscribing to Harvard Business Review.

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United States
Harvard Business School Publishing
148,85 kr.(Inkl. moms)
697,59 kr.(Inkl. moms)
6 Udgivelser

i denne udgave

2 min
a brighter view of employee monitoring

Organizational psychologists have long held that monitoring workers saps their autonomy and reduces their effectiveness. Yet technology has intensified such surveillance in recent years: Among other things, managers now track clinicians’ handwashing, truck drivers’ efficiency, and customer service reps’ interactions, generally without ill effects. A new study suggests that the discrepancy between scholars’ warnings and companies’ experience can be explained by a previously unexamined factor: who has access to the data that’s gathered. Under the traditional top-down approach, it was usually available only to supervisors; today many systems grant access to multiple parties, including employees themselves. Because this lets workers show their perspective if questioned about their actions, the researchers reasoned, it should reduce the power differential between observer and observed, mitigating the fallout from reduced autonomy. To test their hypothesis,…

2 min
how “virtual watercoolers” can help new hires

With many firms planning for hybrid and remote-only workforces even after the pandemic subsides, one issue they are likely to face is the dearth of spontaneous interactions—the conversations and camaraderie that can spring up among colleagues who bump into one another at the office. Of particular concern is the effect on new employees, who often rely on such exchanges to help them learn their roles, understand the organization’s culture, and gain mentorship and support. A new study finds an intervention that can help. The researchers conducted a field experiment with a large global organization that pivoted its summer internship program to a fully virtual format in 2020. The firm’s new interns were randomly divided into five groups. Members of two groups were given chances to participate in real-time “virtual watercoolers”: 30-minute…

1 min
well-established ai applications in marketing

• Chatbots for lead development, customer support, and cross-selling or upselling• Inbound call analysis and routing, and customer comment and email analysis, classification, and response• Marketing campaign automation (including emails, landing page generation, and customer segmentation)• Marketing mix analysis• Online product merchandising• Pricing• Product or service recommendations and highly personalized offers• Programmatic digital ad buying• Sales lead scoring• Social-media planning, buying, and execution• Social-media sentiment analysis• Television ad placement (partial)• Web analytics narrative generation• Website operation and optimization (including testing)…

1 min
the four kinds of marketing ai

Categorizing potential applications according to their intelligence level and structure can help companies plan the rollout of their marketing AI. Simple stand-alone apps are a good place to begin because they’re easier to set up, but their benefits are limited. Once companies acquire AI skills and amass data, they can add apps that are more advanced and are part of other platforms, working their way up to integrated machine learning, which has the potential to create the most value. MORE ADVANCED Stand-Alone Machine-Learning Apps • Olay Skin Advisor • Behr color-discovery app • Vee24 chatbot Integrated Machine-Learning Apps • Predictive sales-lead scoring in CRM • CRM-based sales coaching • E-commerce product recommendations • Programmatic digital ad buying LESS ADVANCED Stand-Alone Task-Automation Apps • Basic consumer service chatbots (such as Facebook Messenger bots) • Email automation systems Integrated Task-Automation Apps • Inbound customer call routing • CRM-linked marketing…

3 min
martin baron

“Our organization was under tremendous pressure. We were being attacked regularly by the president of the United States.” HBR: How does it feel to step down after two high-profile, high-pressure stints? BARON: I feel liberated. I’ve been working flat-out for 45 years, 20 years as the top editor. I was looking for a bit of a break. How do you lead your teams to seek the truth, regardless of consequences, when they have strong personal beliefs? Journalists can cover anyone if they approach it in the correct way. I try to look at things from the perspective of people we cover and assess whether we’re doing a fair job. But fairness also means fairness to the public, by telling them what’s really going on. The core principle is to tell as near to the…

15 min
why you aren’t getting more from your marketing ai

AUTHORS WHEN A LARGE telecom company’s marketers set out to reduce customer churn, they decided to use artificial intelligence to determine which customers were most likely to defect. Armed with the AI’s predictions, they bombarded the at-risk customers with promotions enticing them to stay. Yet many left despite the retention campaign. Why? The managers had made a fundamental error: They had asked the algorithm the wrong question. While the AI’s predictions were good, they didn’t address the real problem the managers were trying to solve. That kind of scenario is all too common among companies using AI to inform business decisions. In a 2019 survey of 2,500 executives conducted by Sloan Management Review and the Boston Consulting Group, 90% of respondents said that their companies had invested in AI, but fewer than…