MITSloan Management Review
SUMMER 2012 • VolUME 53 • NUMbER 4
QUICK TAKES Notes on when negative information
about your brand may not be all that bad, how focusing
on what could drive demand tomorrow can be a powerful source of differentiation — plus other observations
and ideas in this issue.
10 WHY SHOWING YOUR FACE AT WORK MATTERS
Although it’s increasingly common, telecommuting may
be hazardous to employee evaluations. But employers
can take steps to ensure that remote workers are
— Kimberly Elsbach and Daniel Cable
13 THE PERILS OF SOCIAL COUPON CAMPAIGNS
To achieve benefits from social coupons, businesses
should design deals carefully — without giving too
— V. Kumar and Bharath Rajan
15 WHEN IS AN OUTSIDER CEO A GOOD CHOICE?
On average, CEOs recruited from outside the company
perform about the same as those who come up
through the ranks, the authors’ research suggests.
But there are certain circumstances in which outsider
CEOs tend to do better.
— Ayse Karaevli and Edward J. Zajac
18 FINDING VALUE IN THE INFORMATION EXPLOSION
The rapid growth of data creates new opportunities for
smart analytics and improved customer service — but
only if IT and business management can work together.
— Cynthia Beath, Irma Becerra-Fernandez, Jeanne Ross
and James Short
22 ENHANCING RELATIONSHIPS WITH CUSTOMERS
THROUGH ONLINE BRAND COMMUNITIES To make
their online brand communities more effective, companies should strive to improve the quality of four key
components of customer-to-customer communication.
— Mavis T. Adjei, Charles H. Noble and Stephanie M. Noble
From the Editor
Reflections on the human element in business — and insights contained in this issue.
BY MARTHA E. MANGELSDORF
For detailed summaries of
articles in this issue.
For a listing of people,
companies and institutions
mentioned in this issue.