Module 3 of the L2 Focus clinic discusses the impact of the enterprise effect on brands.
MAUREEN MULLEN ' Director of Research & Advisory, L2
SONIA MARCIANO ' Clinical Full Professor of Management and Organizations, NYU Stern
Sonia Marciano joined New York University Stern School of Business as a Clinical Associate Professor of Management and Organizations in July 2007.
Prior to joining NYU Stern, Professor Marciano taught Strategy at Columbia Business School and was an Institute Fellow and Senior Lecturer at Harvard University's Institute for Strategy and Competitiveness. In Chicago, Professor Marciano also was a Clinical Professor of Management and Strategy at Northwestern University's Kellogg School of Management for eight years, as well as an Adjunct Professor of Strategy at the University of Chicago. Marciano has worked in the consulting, banking and insurance industries, and has taught executive education courses for Ernst & Young and Abbott Laboratories, among others.
Marciano received her BA with honors, her MBA, and her PhD in Business Economics and Industrial Organization, all from the University of Chicago.
Maureen Mullen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initiatives for over 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed care payment review and payment bench- marking projects for hospitals including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts focused on digital media, private banking, M&A, insurance industry risk management, and renewable energy economics for professional firms and academics. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern.
Sonia Marciano, Clinical Full Professor of Management and Organizations at New York University Stern School of Business, argues that commoditization and competition are corrupting businesses by taking the focus away from the consumer.