Tim Calkins
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Clinical Professor of Marketing at the Kellogg School of Management. Studies marketing, strategy and Super Bowl advertising.
A firm making a product with little profit won’t build new production facilities; it would not make financial sense. Most pharma companies have robust patient support programs; if someone has a question about a particular drug, they can easily get in touch with a nurse or counselor. The result is that patients don’t request generic drugs, and physicians don’t always think of them. A company isn’t going to invest in a $50 or $100 million clinical trial for a drug that has lost patent protection since there would be no possible way to recoup the investment.
Over the past few months I’ve been traveling around talking about my new book, How to Wash a Chicken – Mastering the Business Presentation. The first time through a presentation – any presentation – is a bit rough. I had a little time before my presentation, so I left my things in my rental car on a busy street in Venice and walked along the ocean for 20 minutes. And then I start thinking that I’m giving a presentation about giving a presentation, and that makes everything more intense.
KraftHeinz last week stunned the financial world with its announcement that earnings fell and the company was cutting its dividend. The company also wrote-down the value of some of its brands
Over the past two weeks I’ve been talking a lot about the Super Bowl ads. I hosted a webinar with my colleague Derek Rucker, did television interviews on NBC, ABC, and Fox, and talked with radio stations from San Diego to Memphis to Boston