Curations from Our Academic Trustees

3 Must-Reads for Marketers from Dartmouth’s Peter Golder

Peter Golder is Professor of Marketing at Dartmouth College’s Tuck School, where his research and teaching focus on innovation and global marketing strategy. His work on market entry timing, new products, long-term market leadership, and quality has won many best paper and best book awards, and in 2012, he received the Elsevier Distinguished Scholar Award. Prior to joining Tuck, he was Professor of Marketing, George and Edythe Heyman Faculty Fellow, and marketing department doctoral program coordinator at New York University's Stern School of Business. 

“The items on my reading list present provocative ideas on emerging trends in marketing,” he says. “They can help managers incorporate these trends into their decision making, thus enabling them to work with these trends rather than fight against them.”

Recommended reading


Co-producing with Consumers: How Varying Levels of Control and Co-production Impact Affect by Jennifer Stevens, Carol L. Esmark, Stephanie M. Noble, and Na Young Lee, Marketing Letters

“This article provides insights on consumer co-production. The prevailing view is that consumers’ perception of control during co-production enhances their experience. Therefore, the authors define and evaluate three types of control (cognitive, behavioral, and decisional). They find that different types of control result in customers feeling better or worse about their experience depending on whether there is a high-level of co-production or a low-level of co-production.”


Online Relationship Formation by Irina V. Kozlenkova, Robert W. Palmatier, Eric (Er) Fang, Bangming Xiao, and Minxue Huang, Journal of Marketing

"This article provides insights on how sellers form online relationships with their customers and then presents evidence on the most effective types of relationships. The authors find that sellers benefit most by establishing reciprocal relationships (as opposed to unilateral relationships) with their customers. Then, the authors describe the best way for firms to identify the most likely customers to form these reciprocal relationships.”


Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information by Itamar Simonson and Emanuel Rosen (HarperCollins)

“This book nicely complements the previous article by describing how customers make decisions using information outside of companies’ control. Today, we live in a world proliferating with user-generated reviews, expert opinions, price comparison apps, and social media sharing. The authors explore the implications of this new information world on companies’ market research, segmentation analysis, and communications strategy. Marketers must adapt to these trends in order to succeed.”

Related links

Curations from Our Academic Trustees (2017) [Article]


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