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MSI Reports 2009

2009 [09-000]

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Includes all working papers, research notes, and other material issued in the quarterly 2009 MSI Reports. Articles will be posted as they are released.

No Second Chance to Make a First Impression: A Field Study of Relationship Initiation and Development
Michael Lewis, Kimberly Whitler, and JoAndrea Hoegg, 2009  [09-122]
Examines the relative importance of developing psychological connections versus attempting to influence consumers’ perceptions of functional value in email advertising campaigns.

Dynamic Marketing Investment Strategies for Platform Firms
Shrihari Sridhar, Murali K. Mantrala, Prasad A. Naik, and Esther Thorson, 2009  [09-121]
Develops normative budgeting and allocation rules using a two-sided dynamic sales response model; tests the model using data from a daily newspaper company.

Service Productivity Strategy
Roland T. Rust and Ming-Hui Huang, 2009  [09-120]
Develops a theory of service productivity; uses it to derive empirical propositions that are tested using data from over 700 service companies in two time periods.

Balancing Risk and Return in a Customer Portfolio
Crina O. Tarasi, Ruth N. Bolton, Michael Hutt, and Beth Walker, 2009  [09-119]
Applies risk-return concepts and methods to a large B2B customer database; demonstrates that an efficient portfolio (that has either maximum return for a certain level of risk or minimum risk for a desired level of return) outperforms a profit-maximizing portfolio.

The Role of Marketing and Sales in Organizations and Its Impact on Performance
Oliver Götz, Ann-Kristin Hansen, A-Ram Jo, and Manfred Krafft, 2009  [09-118]
Explores whether powerful marketing and sales departments strengthen the performance of market orientation; uses email questionnaire across industries.

A Cross-national Investigation into the Marketing Department’s Influence within the Firm
Peter C. Verhoef, Peter S. H. Leeflang, Martin Natter, William Baker, Amir Grinstein, Anders Gustafsson, Pamela Morrison, and John Saunders, 2009  [09-117]
Uses data from the Netherlands, Germany, Sweden, United Kingdom, United States, Australia, and Israel to investigate how the marketing department’s capabilities relate to business performance across countries.

Assessing the Total Financial Performance Impact of Marketing Assets with Limited Time-series Data: A Method and an Application to Brand Equity Research
Natalie Mizik, 2009  [09-116]
Presents an approach for estimating the total financial impact of marketing assets with limited time-series data; demonstrates the approach with an application to brand equity research and derives insights.

Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-based Compensation Plans
Doug Chung, Thomas Steenburgh, and K. Sudhir, 2009  [09-115]
Proposes a structural model of salespeople’s response to different compensation instruments at various earnings levels; uses individual-level data of salesforce performance during a three-year period at a Fortune 500 firm.

Investigating the Effect of New Store Openings in a Dynamic Environment
Joseph Pancras, S. Sriram, and V. Kumar, 2009  [09-114]
Develops a model that accounts for dynamics in brand preferences and competition between retail outlets located near each other following a new store opening; uses data from a fast-food chain in a large U.S. city.

Fishing for Compliments and Complaints: The Influence of Solicited Customer Feedback and Company Acknowledgment on Customer Attitudes and Intentions
Sterling A. Bone, Katherine N. Lemon, Katie A. Liljenquist, R. Bruce Money, and Kristen B. DeTienne, 2009  [09-113]
Examines the effect of soliciting and acknowledging compliments and complaints on customer attitudes and intentions; tests hypotheses in lab and field studies.

Relationships Take Two: Customer Attachment Styles’ Influence on Consumers’ Desire for Close Relationships and Loyalty to the Firm
Martin Mende, Ruth N. Bolton, and Mary Jo Bitner, 2009  [09-112]
Develops a theoretical framework of consumers’ desire for closeness with a firm as their systematic preference for frequent, diverse, and mutually influential CRM-related interactions; tests framework with cross-sectional data from 932 insurance customers.

Strategic Planning of Brand Extensions Using Fit and Atypicality Measures
Rajeev Batra, Peter Lenk, and Michel Wedel, 2009  [09-111]
Examines the success of brand extensions based on measures of the extending brand's product category fit and atypicality; develops a methodology to estimate brand- and category-personality structures and levels.

Survival in Markets with Network Effects: Product Compatibility and Order-of-Entry Effects
Qi Wang, Yubo Chen, and Jinhong Xie, 2009  [09-110]
Using data from 45 markets, suggest that a pioneer’s survival (dis)advantage is jointly affected by network effects and two different types of product compatibility: cross-generation and within-generation.

Price Skimming's Unintended Consequences
Gary F. Gebhardt, 2009  [09-109]
Drawing on social justice theory, proposes an endogenous price-skimming effect of perceived unfairness; suggests that most-favored customer pricing can moderate or eliminate those effects.

Measuring Interpersonal Influence in Online Conversations
Paul Dwyer, 2009  [09-108]
Develops a hybrid metric derived from two text content analysis systems to identify the primary influencers in an online conversation.

First Impressions: Status Signaling Using Brand Prominence
Young Jee Han, Joseph C. Nunes, and Xavier Drèze, 2009  [09-107]
Using data from two luxury brands of handbags, develops a model of status signaling behavior based on expertise, need for status, and brand prominence.

The “Right” Consumers for the Best Concepts: Identifying and Using Emergent Consumers in Developing New Products
Donna L. Hoffman, Praveen K. Kopalle, and Thomas P. Novak, 2009  [09-106]
Develops and validates a scale to measure the construct of "emergent nature"; compares product concepts developed by consumers high in emergent nature with those developed by other consumers.

Marketing of the Life Sciences: A New Framework and Research Agenda for a Nascent Field
Stefan Stremersch and Walter Van Dyck, 2009  [09-105]
Identifies industry-specific decision areas for life sciences marketers; formulates preliminary generalizations in these areas to evaluate early streams of research and to develop propositions to direct future research.

Boundaries of Self-Expression: Identity Saturation and Brand Preferences in Consumer Choice
Alexander Chernev and David Gal, 2009  [09-104]
Investigates the ways in which consumers use brands for self-expression, and how identity saturation—the proliferation of alternate means of self-expression—may diminish that benefit and decrease brand preference.

The Effect of Brand Acquisition and Disposal on Stock Returns
Michael A. Wiles, Neil A. Morgan, and Lopo L. Rego, 2009  [09-103]
Using an event study methodology, examines stock market reactions to hundreds of brand acquisition and disposal announcements made by 49 firms in nine consumer markets in the U.S.; covers 232 brand acquisitions and 163 brand disposals from 1994 to 2006.

How Important Are Brands? A Cross-category, Cross-country Study
Marc Fischer, Franziska Voelckner, and Henrik Sattler, 2009  [09-102]
Develops a diagnostic metric,category brand relevance (CBR), to measure the overall role brands play in customer decision-making in a specific category; tests framework with a sample of 5,769 consumers to show how the construct varies across 20 categories and five countries.

Spending on the Fly: Mental Budgets, Promotions, and Spending Behavior
Karen M. Stilley, J. Jeffrey Inman, and Kirk L. Wakefield, 2009  [09-101]
In field study of more than 300 consumers, examines the effectiveness of promotional savings in increasing spending while incorporating consumers’ mental budgets.

How Corporate Social Performance Influences Financial Performance: Cash Flow and Cost of Capital
Manoj K. Agarwal and Guido Berens, 2009  [09-100]
Provides and tests a framework to show how corporate social performance affects cash flow, cost of equity (market risk and firm-specific risk), cost of debt (debt ratings), and company value; uses data on U.S. firms from 1995 to 2005.

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