Join the MIT Industrial Liaison Program (ILP) this fall for our second digital transformation webinar series. In this series, we will continue to explore key digital transformation topics of corporate interest, including digital strategies, operational agility, customer experience, and new technologies.
The digital future is here, and the threat of disruption looms large. The COVID-19 crisis has contributed to this disruption and notably accelerated the transition to a digital future. In our current rapidly expanding digital marketplace, what does digital transformation mean for your company and your business model? How can you stay on top, and even ahead, of these rapid changes? What challenges will your company face, and how can you prepare to successfully tackle what’s ahead? Please join MIT ILP alongside MIT faculty [and startups] to discuss and address these key issues in facing our digital future.
Sharmila C. Chatterjee is a Senior Lecturer in Marketing and is the Academic Head for the MBA Track in Enterprise Management (EM) launched at MIT Sloan in Fall 2012. Chatterjee teaches the graduate course in B2B Marketing and is deeply engaged in Action Learning as a faculty mentor for G-Lab, China/India Lab, and as an instructor for the Enterprise Management (EM) Lab.
A business-to-business marketing expert, Chatterjee examines issues in the domains of channels of distribution, sales force management, and relationship marketing using survey research coupled with econometric methods for analysis. In the area of sales force management, she carried out some of the first studies in the critical area of sales-marketing interface, specifically, sales lead management. She is interested in effective management of the sales/marketing interface with a view towards appropriate allocation of resources between customer acquisition and retention activities. Lately, Chatterjee has become interested in the diffusion of technological innovations among users at client organizations under the rubric of value based management. In B2C, Chatterjee has done research in the areas of brand trust, financial literacy and multicultural marketing.
Chatterjee has published in Behaviormetrika, Industrial Marketing Management, Journal of the Academy of Marketing Science, Journal of Brand Strategy, Journal of Cultural Marketing Strategy, Journal of Marketing, Journal of Retailing, Marketing Letters, Marketing Management Journal, and Marketing Report. She is an award winning case writer with several of her cases placing first in the case writing competitions sponsored by the educational wing of Direct Marketing Association, DMEF.
Chatterjee graduated from the Birla Institute of Technology and Science (BITS), Pilani and worked briefly in Faridabad, India before earning her PhD in marketing from the Wharton School, University of Pennsylvania.
In an era of unprecedented technological disruption, spending by companies on digital transformation is forecast to surge. The desire to deliver superior customer experience is at the core of many of these investments. The potential for returns is real, but in practice, resources are often wasted due to poor planning and execution. For instance, a recent study finds that only 11 percent of firms are obtaining significant returns on their AI investments.
In this webinar, we will explore:
Customer Engagement & Technlogy