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2000 Working Paper Series

Collecting and Using Market and Marketing Knowledge
Marion Debruyne, 2000  [00-121]
Summarizes seven presentations from the Marketing Science Institute's conference on "Collecting and Using Market and Marketing Knowledge" held December 7-8, 2000, in Naples, Florida.

Getting Returns from Service Quality: Is the Conventional Wisdom Wrong?
Roland T. Rust, Christine Moorman, and Peter R. Dickson, 2000  [00-120]
Uses survey of managers and secondary data across industries to examine the impact on customer relationship and financial outcomes of service quality improvements that (1) emphasize revenue expansion, (2) emphasize efficiency and cost reduction, and (3) emphasize both revenue expansion and cost reduction simultaneously. MSI Best Paper Award Winner

Marketing Metrics
Marion Debruyne and Katrina Hubbard, 2000  [00-119]
This report summarizes the proceedings of the Marketing Science Institute's conference on "Marketing Metrics" held October 5-6, 2000, in Toronto, Canada. It offers highlights from ten presentations on the current state of knowledge and practice regarding marketing metrics.

Capabilities for Forging Customer Relationships
George S. Day, 2000  [00-118]
Using a resource-based framework, examines the capabilities, resources, and processes that distinguish companies with superior customer-relating capabilities.

Justifying Profitable Pricing
Joel E. Urbany, 2000  [00-117]
Describes managers' pricing behavior, and role of accountability in their failure to account for marginal profitability and likely competitor reactions. Discusses key behaviors that focus greater attention on profit implications of pricing decisions.

Total Market Orientation, Business Performance, and Innovation
John C. Narver, Stanley F. Slater, and Douglas L. MacLachlan, 2000  [00-116]
Using sample of 41 business units, develops measure of proactive market orientation, and refines measure of reactive market orientation; analyzes the relationships between reactive, proactive, and total market orientation and business performance and innovation.

A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice
Valarie A. Zeithaml, A. Parasuraman, and Arvind Malhotra, 2000  [00-115]
Develops a framework for consumer evaluation of electronic service quality, based upon focus-group research. Compares to knowledge about traditional service quality and offers model for improving e-service quality.

Global Branding
Pedro Sousa, 2000  [00-114]
Summarizes nine presentations addressing the question of how to determine when a global brand is an appropriate goal for a company, and how best to implement this decision.

Ready, Set, Go! Creativity, Innovation, and New Products
Amar Cheema and Barney Pacheco, 2000  [00-113]
Summarizes nine presentations on how to convert firms' understanding of emerging customer needs into innovative products that will succeed in the marketplace.

A Linkage Model of Corporate New Ventures
Anurag Sharma, 2000  [00-112]
Analyzes case studies of nine internal ventures in eight large firms to provide insight on how new venture teams lead business initiatives in established companies.

Towards a System for Monitoring Brand Health from Store Scanner Data
C.B. Bhattacharya and Leonard M. Lodish, 2000  [00-111]
Defines brand health according to two dimensions—current wellbeing and resistance—and identifies a variety of measures managers can use to track it. Uses longitudinal, store-week data for two product categories.

What Makes Consumers Pay More for National Brands Than for Store Brands: Image or Quality?
Raj Sethuraman, 2000  [00-110]
Develops a model that separates the price premium that consumers are willing to pay for national brands into three components: perceived quality differential, consumer quality sensitivity, and nonquality utility.

The Short- and Long-run Category Demand Effects of Price Promotions
Vincent R. Nijs, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp, and Dominique M. Hanssens, 2000  [00-109]
Investigates the category-demand effects of consumer price promotions in the short and the long run, using a dataset of 560 product categories over a four-year period.

Customerization: The Next Revolution in Mass Customization
Jerry Wind and Arvind Rangaswamy, 2000  [00-108]
Discusses and offers examples of an emerging business paradigm in which firms adapt one-to-one marketing and personalization strategies to the digital environment.

Managing Customer Relationships
Simon Walls and Debra L. Zahay, 2000  [00-107]
Summarizes nine presentations on customer relationship management, including company case studies and research findings on how to measure customer equity, customer profitability in a supply chain, and customer satisfaction as an economic asset.

A Cross-national and Longitudinal Study of Product-Country Images with a Focus on the U.S. and Japan
Nicolas Papadopoulos, Louise A. Heslop, and IKON Research Group, 2000  [00-106]
Investigates product-country image from a multicountry and longitudinal perspective; uses findings from two cross-national empirical studies, one carried out a decade ago and one in 1997-98; specifically, compares international positions of the U.S. and Japan.

A Model-Based Approach for Planning and Developing a Family of Technology-Based Products
V. Krishnan, Rahul Singh, and Devanath Tirupati, 2000  [00-105]
Develops a model that integrates customer-demand and development-cost information in order to capture the costs and benefits of platform-based development of technology-based products.

Reprinted with permission from Manufacturing & Service Operations Management 1 (2), 1999, 132-56.

The Role of Package Color in Consumer Purchase Consideration and Choice
Lawrence L. Garber, Jr., Raymond R. Burke, and J. Morgan Jones, 2000  [00-104]
Using a computerized grocery store simulation, investigates how the color of a product's packaging affects consumer choice.

Implementing Global Account Management in Multinational Corporations
David Arnold, Julian Birkinshaw, and Omar Toulan, 2000  [00-103]
Examines global account management using information-processing theory; investigates which account structures result in improved account performance, based on a survey of 106 managers in 16 multinational companies.

The World According to E:
E-Commerce and E-Customers
Katy Haberkern, Katrina Hubbard, and Wendy Moe, 2000  [00-102]
Summarizes 11 presentations and 1 discussion session on challenges offered by the world of e-commerce: customer loyalty and retention, the role of "smart agents," the use of Internet panel data, and consumer privacy, among other topics.

Social Alliances: Company/Nonprofit Collaboration
Minette E. Drumwright, Peggy H. Cunningham, and Ida E. Berger, 2000  [00-101]
Investigates 11 social alliances involving 26 organizations; discusses problems and recommended solutions as well as best practice and the benefits of social alliances.

The Incumbent's Curse? Incumbency, Size, and Radical Product Innovation
Rajesh K. Chandy and Gerard J. Tellis, 2000  [00-100]
Critically examines the perception that large, incumbent firms rarely introduce radical product innovations; uses historical analysis of 93 radical innovations in the consumer durables and office products categories.

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