Faculty & Research

HEC Paris is one of the world’s top research schools in economics and management. Our faculty push the boundaries of knowledge by producing the highest quality research. They aim to have an impact on pedagogy, management practices, public policies and society at large.

Research conducted at HEC Paris comprises both disciplinary and cross-disciplinary work, with a unique combination of scientific excellence and business relevance.

Accounting and Management Control Economics and Decision Sciences Finance Information Systems and Operations Management Languages and Cultures

Management and Human Resources Marketing Strategy and Business Policy Tax and Law

Events

Feb 09

2023

Naufel Vilcassim - On campus - Room T025

11:00 am

Jouy-En-Josas

English

MARKETING

Speakers:

Naufel Vilcassim | Head of Department LSE Vice Dean TRIUM Executive MBA Program

Professor of Marketing Department of Management London School of Economics and Political Science

https://www.lse.ac.uk/management/people/academic-staff/nvilcassim

Title:
Virtual Collaboration Technology and International Business Coaching:
Examining the Impact on Marketing Strategies and Sales.

Abstract:
This paper studies the impact of international business coaching via virtual collaboration technology on the strategies and sales of emerging market entrepreneurs. It sheds light on three novel research questions:
(1) What is the effect of virtual business coaching on firm sales?
(2) What is the mechanism through which this effect occurs; specifically, does virtual coaching stimulate shifts in marketing strategy?
(3) Do entrepreneurs benefit more from virtual coaching when they are less strategic in their decision-making? We conducted a randomized controlled field experiment with 930 entrepreneurs in Uganda to examine the impact of a virtual coaching intervention that connects management professionals in primarily advanced markets and entrepreneurs in emerging markets with the aim of improving business performance.
The analysis finds a positive and significant main effect on firm sales – treatment entrepreneurs increase monthly sales by 27.6% on average. In addition, entrepreneurs who receive virtual coaching are 52.8% more likely to have shifted their marketing strategy in a new direction.
And consistent with this mechanism of inducing strategic business changes, the results show that entrepreneurs who receive virtual coaching tend to do better when they (ex ante) lack strategic focus.
These results have important implications for the development of marketing strategies by entrepreneurs and multinational managers, as well as for policymakers interested in improving the performance of small firms in emerging markets and beyond.