Four marketing lessons from the sad fate of Crystal Pepsi
Are the wrong people buying your new product? How to avoid “harbingers of failure.”
Faculty
Duncan Simester is a professor at the MIT Sloan School of Management where he holds the NTU Chair in Management Science. He is an expert on how economics and artificial intelligence can contribute to the understanding and practice of marketing and strategy. His work is widely published in the academic literature. The studies rely heavily on industry participation, and often include large-scale field experiments conducted with cooperating firms. Simester regularly consults with a variety of organizations on topics related to marketing strategy, go-to-market strategies, and the use of artificial intelligence and experiments to improve business decisions.
Prior to joining the faculty at MIT, Duncan was a professor at the University of Chicago’s Graduate School of Business. He is also a qualified lawyer and member of the bar in his native New Zealand.
Duncan holds a PhD from MIT.
Anderson, Eric, Song Lin, Duncan Simester and Catherine Tucker. Journal of Marketing Research Vol. 52, No. 5 (2015): 580-592. Appendix.
Anderson, Eric, Benjamin A. Malin, Emi Nakamura, Duncan Simester, and Jón Steinsson. Journal of Monetary Economics Vol. 90, No. 1 (2017): 64-83.
Parker, Jonathan A., Antoinette Schoar, Allison Cole, and Duncan Simester, MIT Sloan Working Paper 6226-20. Cambridge, MA: MIT Sloan School of Management, March 2022. Appendix.
Donnelly, Grant E., Michael I. Norton, and Duncan Simester. Journal of Economic Behavior and Organization Vol. 192, (2021): 616-637.
Belloni, Alexandre, Robert M. Freund, Matthew Selove, and Duncan Simester. Management Science Vol. 54, No. 9 (2008): 1544-1553.
Anderson, Eric T. and Duncan Simester. Harvard Business Review, March 2011.
Are the wrong people buying your new product? How to avoid “harbingers of failure.”
This joint program with IMD helps business leaders successfully manage innovation from concept to commercialization. Drawing on a dynamic and integrative value chain framework created at MIT, participants learn how to build organizational relationships that facilitate knowledge transfer, both within the firm and across the value chain.