For decades, finance functions allocated resources based on historical data, intuition and a fixed annual budget cycle. This approach provided a stable foundation in predictable markets but lacked the ...

Ideas ignite startups, but it’s disciplined allocation that determines if they survive the journey. We celebrate product-market fit, hustle and 10-times growth mantras, but often overlook what truly ...

Marketing resource allocation has been a topic of intense scrutiny, yet the literature on the topic has not paid adequate attention to the fact that the effectiveness of marketing-mix elements varies ...