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CHAPTER 8 • IMPLEMENTING STRATEGIES: MARKETING, FINANCE/ACCOUNTING, R&D, AND MIS ISSUES 281

5. Laura Petrecca, “Negative PR Travels Fast Online,” 11. Ralph Biggadike, “The Contributions of Marketing to
USA Today, December 8, 2008; Emily Steel, “MySpace Strategic Management,” Academy of Management Review
Weds the Wider Web,” Wall Street Journal (December 6, no. 4 (October 1981): 627.
9, 2008): B5; Bruce Horowitz, “Domino’s Nightmare 12. Jilian Mincer, “Small Businesses Find a New Source of
Holds Lessons for Marketers,” Wall Street Journal Funding,” Wall Street Journal (March 3, 2009): B7.
(April 16, 2009): 3B. 13. Phyllis Plitch, “Companies in Many Sectors Give Earnings
6. Tom Wright, “Poor Nations Go Online on Cell Phones,” a Pro Forma Makeover, Survey Finds,” Wall Street Journal
Wall Street Journal (December 5, 2008): B8. (January 22, 2002): A4.
7. Ellen Byron, “A New Odd Couple: Google, P&G Swap 14. Michael Rapoport, “Pro Forma Is a Hard Habit to Break,”
Workers to Spur Innovation,” Wall Street Journal Wall Street Journal (September 18, 2003): B3A.
(November 19, 2008): A1. 15. Amy Merrick, “U.S. Research Spending to Rise Only
8. Emily Steel, “Ad-Spending Forecasts Are Glum,” Wall 3.2 Percent,” Wall Street Journal (December 28,
Street Journal (December 8, 2008): B5. 2001): A2.
9. Susanne Vranica, “Veteran Marketer Promotes a New Kind 16. Pier Abetti, “Technology: A Key Strategic
of Selling,” Wall Street Journal (October 31, 2008): B4. Resource,” Management Review 78, no. 2 (February
10. Betsy McKay and Suzanne Vranica, “Coca-Cola Ads Will 1989): 38.
Employ Optimism to Sell Coke,” Wall Street Journal 17. Adapted from Edward Baig, “Welcome to the Officeless
(January 14, 2009): B6. Office,” BusinessWeek (June 26, 1995).

Current Readings

Balmer, John M., Helen Stuart, and Stephen A. Greyser. Harrington, Richard J., and Anthony K. Tjan. “Transforming
“Aligning Identity and Strategy: Corporate Branding at Strategy One Customer at a Time.” Harvard Business
British Airways in the Late 20th Century.” California Review (March 2008): 62.
Management Review (Spring 2009): 6–23. Kumar, Minu, and Charles H. Noble. “Using Product Design
Bartol, Kathryn M., Dmitry M. Khanin, Michael D. Pfarrer, Ken Strategically to Create Deeper Consumer Connections.”
G. Smith, and Xiaomeng Zhang. “CEOs on the Edge: Business Horizons 51, no. 5 (September–October 2008): 441.
Earnings Manipulation and Stock-Based Incentive Levitas, Edward, and Ann McFadyen. “Managing Liquidity in
Misalignment.” The Academy of Management Journal 51, Research-Intensive Firms: Signaling and Cash Flow
no. 2 (April 2008): 241. Effects of Patents and Alliance Activities.” Strategic
Choi, Jaepil, and Heli Wang. “Stakeholder Relations and the Management Journal (June 2009): 659–678.
Persistence of Corporate Financial Performance.” Strategic Morgan, Neil, Douglas Vorhies, and Charlotte Mason. “Market
Management Journal (August 2009): 895–907. Orientation, Marketing Capabilities and Firm
Fernando, Chitru S., and Mark P. Sharfman. “Environmental Risk Performance.” Strategic Management Journal (August
Management and the Cost of Capital.” Strategic 2009): 909–920.
Management Journal 29, no. 6 (June 2008): 569. Chowdhury, Shamaud, and Eric Wang. “Institutional Activism
Finkbeiner, Carl, Dominique M. Hanssens, and Daniel Thorpe. Types and CEO Compensation: A Time-Series Analysis of
“Marketing When Customer Equity Matters.” Harvard Large Canadian Corporations.” Journal of Management
Business Review (May 2008): 117. (February 2009): 5–38.