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MSI Reports 2007

2007 [07-000]

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Includes all working papers, research notes, and other material issued in the quarterly 2007 MSI Reports.

The Determinants and Outcomes of Internet Banking Adoption
Lorin Hitt, Mei Xue, and Pei-yu Chen, 2007  [07-122]
Develops a model that relates online banking adoption to customer demand for banking services, the availability of alternative channels, customers' efficiency in service coproduction, and network effects.

Global Takeoff of New Products: Culture's Consequences, Wealth of Nations, or Vanishing Differences?
Deepa Chandrasekaran and Gerard J. Tellis, 2007  [07-121]
Analyze how and why new product takeoff varies across products and countries based on examination of 16 new products across 31 countries (430 categories).

Superstars and Underdogs: An Examination of the Long-Tail Phenomenon in Video Sales
Anita Elberse and Felix Oberholzer-Gee, 2007  [07-120]
Analyzes sales distribution in the U.S. home video industry from 2000- 2005 to understand how online channels of distribution are shifting consumption patterns.

Customer Relationship Management in Virtual Communities
Constance Elise Porter and Naveen Donthu, 2007  [07-119]
Investigates how firms can cultivate customer trust and favorable beliefs via sponsored online communities; based on survey of online consumer panel.

What Drives Customer Relationship Value in Business-to-Business Exchanges?
Robert W. Palmatier, 2007  [07-118]
Develops a model that explores three drivers of customer relationship value: relational quality (caliber or nature of relational bonds), relational breadth (span or number of relational bonds), and relational composition (decision-making capability of relational contacts).

Patient- or Physician-oriented Marketing: What Drives Primary Demand for Prescription Drugs?
Marc Fischer and Sönke Albers, 2007  [07-117]
Using brand-level aggregate data, measures primary demand effects of marketing efforts directed at patients through DTC advertising versus marketing efforts directed at physicians through detailing or professional journal advertising.

The Impact of Organizational Values on the Effectiveness of Market-oriented Behaviors
Seán Meehan, Patrick Barwise, Mark Vandenbosch, and Willem Smit, 2007  [07-116]
Develops an integrated model to explore the relationships among market-oriented behaviors, market-oriented values, and business performance.

The Financial Markets and Customer Satisfaction: Reexamining the Value Implications of Customer Satisfaction from the Efficient Markets Perspective
Robert Jacobson and Natalie Mizik, 2007  [07-115]
Investigates the association between information in the American Customer Satisfaction Index and stock market performance.

Prerelease Forecasting via Functional Shape Analysis of the Online Virtual Stock Market
Natasha Foutz and Wolfgang Jank, 2007  [07-114]
Demonstrates how functional shape analysis, when applied to data from an online virtual stock market, can be used to forecast the movies’ release week box office.

The Branding of Next-generation Products
Marco Bertini, John T. Gourville, and Elie Ofek, 2007  [07-113]
Examines the effect of a firm’s naming strategy (i.e., a continuation of, or a deviation from, an established naming convention) on consumer perceptions of next-generation products.

As Time Goes By: Warm Intentions and Cold Feet for Really New versus Incrementally New Products
David L. Alexander, John G. Lynch, Jr., and Qing Wang, 2007  [07-112]
Examines how consumers’ thinking about really new versus incrementally new products affects (1) their formation of long-term new-product purchase intentions and (2) the likelihood of follow-through on product purchase and use intentions.

Growth Acceleration across Technology Generations
Stefan Stremersch and Eitan Muller, 2007  [07-111]
Examines two early-diffusion metrics—time-to-takeoff and saddle occurrence—in 41 technology generations in 13 markets to gain insight into the relative importance of vintage and generation to diffusion acceleration.

Managing the Future: CEO Attention and Innovation Outcomes
Manjit S. Yadav, Jaideep C. Prabhu, and Rajesh K. Chandy, 2007  [07-110]
Uses data from 176 retail banks to examine CEO’s attentional focus and subsequent innovation outcomes.

The Effects of Attrition on the Growth and Equity of Competitive Services
Barak Libai, Eitan Muller, and Renana Peres, 2007  [07-109]
Uses a multifirm model to investigate the complex dynamics of customer acquisition and retention in service markets, and the impact of these on financial performance.

BRAN*EQT: A Model and Simulator for Estimating, Tracking, and Managing Multicategory Brand Equity
Venkatesh Shankar, Pablo Azar, and Matthew Fuller, 2007  [07-108]
Develops a model for estimating, tracking, and managing brand equity for multicategory brands based on a combination of customer surveys and financial measures for each product category.

Valuing Brand Assets: A Cost-Effective and Easy-to-Implement Measurement Approach
Marc Fischer, 2007  [07-107]
Proposes a simplified measure of brand valuation that is consistent with current accounting standards.

Dancing with a Giant: The Effect of Wal-Mart’s Entry into the U.K. on the Stock Prices of European Retailers
Katrijn Gielens, Linda M. Van de Gucht, Jan-Benedict E.M. Steenkamp, and Marnik G. Dekimpe, 2007  [07-106]
Examines the effects of Wal-Mart’s entry into the United Kingdom on nearly 100 European retailers, using change in shareholder value at the time of the announcement as their measure of performance impact.

A Combined Approach for Segment-specific Analysis of Market Basket Data
Yasemin Boztuğ and Thomas Reutterer, 2007  [07-105]
Proposes a procedure that combines exploratory and explanatory approaches in a two-stage procedure for analyzing cross-category effects using shopping basket data.

Price War: What Is It Good For? Store Visit and Basket Size Response to the Price War in Dutch Grocery Retailing
Harald J. van Heerde, Els Gijsbrechts, and Koen Pauwels, 2007  [07-104]
Uses consumer hand scan and perceptual data for a national panel of 1,885 households to examine impact of price war on store patronage, spending patterns, and overall shopping behavior for Dutch grocery retailers.

Understanding Consumer Preferences for Complex Products: A Web-based Method
Young-Hoon Park, Min Ding, and Vithala R. Rao, 2007  [07-103]
Develops a Web-based upgrading method for eliciting consumer preferences for attributes and attribute levels in complex products; uses within-subjects experiment to demonstrate improved predictive performance over widely used self-explicated approach.

The Psychology of Category Design: How Product Groupings Influence Consumer Decision Making
Cait Poynor and Kristin Diehl, 2007  [07-102]
Investigates the effects of thematic, taxonomic, and brand-based product category structures on consumer decision-making processes, prices paid, and brand equity.

Managing Customer Relationships in Business Markets: The Role of Critical Incidents
Jenny van Doorn and Peter C. Verhoef, 2007  [07-101]
Examines the role of critical incidents, or service failures, in satisfying customers and developing customer loyalty over time in business-to-business markets.

Interaction Orientation: The New Measure of Marketing Capabilities
V. Kumar and Girish Ramani, 2007  [07-100]
Uses survey of marketing managers to identify four components of "interactive-oriented" firms, as well as the customer management and business performance benefits of fostering the interaction capability.

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