Neil Bendle

Biography:

Neil Bendle is Assistant Professor of Marketing and David G. Burgoyne Faculty Fellow at the Ivey Business School. He blogs on decision-making and management at www.neilbendle.com. He can be reached at nbendle@ivey.ca.

The Profitability of Proof

by , et al.Issue: May / June 2017

Don’t be fooled by the popularity of alternative facts. The case for having evidence back up corporate claims has never been more compelling.