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1994 Working Paper Series Subscription

And Now for Something Completely Different: Really New Products
Marjorie Adams and Joe LaCugna, 1994  [94-124]
Summarizes presentations dealing with the challenges involved in developing and introducing really new products.

Criteria for Assessing Research on the Effects of Marketing Communications
Paul N. Bloom, Julie Edell, and Richard Staelin, 1994  [94-123]
Provides a set of criteria to be used in determining the validity and implications of empirical marketing communication studies, especially those with public policy implications.

Measuring Young Children's Preferences: The Use of Behaviorally Anchored Rating Scales
Yvonne Cariveau Karsten and Deborah Roedder John, 1994  [94-122]
Describes a new scaling technique for assessing children's preferences that reduces the problems associated with traditional techniques by employing behavioral incidents rather than verbal labels or graphic devices to define scale points.

Selecting, Evaluating, and Updating Prospects in Direct Mail Marketing
Vithala R. Rao and Joel H. Steckel, 1994  [94-121]
Introduces a methodology that allows direct mail marketers to rank prospects according to expected return and shows them which prospects should receive multiple mailings (and how many).

A Segmentation Model for the Targeted Marketing of Consumer Durables
Barry L. Bayus and Raj Mehta, 1994  [94-120]
Proposes a segmentation model that can help manufacturers and retailers of durable goods identify households that are likely to make a durable goods purchase.

The Role of Communication Strategy in Channel Member Performance: Is More Collaborative Communication Better?
Jakki Mohr, Robert J. Fisher, and John R. Nevin, 1994  [94-119]
Compares two models of how communication strategy between channel members can affect channel performance; suggests the favorable implications for companies of adopting a frequent, formal, and noncoercive approach to communication.

Is Household-Specific Targeting Worth It?
Peter E. Rossi, Robert E. McCulloch, and Greg M. Allenby, 1994  [94-118]
Assesses the potential profitability of using household purchase histories to more fully customize direct marketing activities.

To Ally or Not to Ally? An Exploratory Study of Participation Options in Complementary Product Strategy
Sanjit Sengupta and Louis P. Bucklin, 1994  [94-117]
Presents a precriptive framework to help firms determine to what extent, and how, they should participate with other firms in the development of complementary products.

Integrating Mechanisms for Marketing and R&D
Abbie Griffin and John R. Hauser, 1994  [94-116]
Explores the challenges of integrating marketing and R&D activities; helps firms understand how cross-functional integration affects product development, describes techniques for achieving integration, and proposes a framework for future research.

The Nature and Consequences of Marketing Channel Intermediary Commitment
Nirmalya Kumar, Jonathan D. Hibbard, and Louis W. Stern, 1994  [94-115]
Describes three types of commitment that characterize relationships among market channel members and empirically examines the positive and negative effects of each type on channel relationships.

Moving Forward in Service Quality Research: Measuring Different Customer-Expectation Levels, Comparing Alternative Scales, and Examining the Performance-Behavioral Intentions Link
A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry, 1994  [94-114]
Reviews current literature on key conceptual and methodological issues pertaining to expectations in measuring service quality; discusses study designed to address unresolved issues and add to our knowledge of service quality measurement.

Consider Uncertainty and Implementation in Evaluating Market Information Systems
Elliot Maltz and Rajendra K. Srivastava, 1994  [94-113]
Describes a methodology for quantifying the value of interorganizational information systems; addresses the critical issue of implementation effectiveness.

Bridging the Gap Between Our Knowledge of "Who" Uses Coupons and "Why" Coupons Are Used
Banwari Mittal, 1994  [94-112]
Explores relationships between coupon usage and the demographics, self-perceptions, traits, and attitudes of consumers; suggests an approach for capturing the psychology of coupon use behavior.

A Review and Integration of Research on Organizational Buying Behavior
Wesley J. Johnston and Jeffrey E. Lewin, 1994  [94-111]
Integrates and summarizes what has been learned from the past twenty-five years of research on organizational buying behavior.

Increasing Environmental Sensitivity via Workplace Experiences
Ida E. Berger and Vinay Kanetkar, 1994  [94-110]
Considers how environmental protection programs in the workplace may heighten consumer awareness of environmentally safe product attributes and thereby influence product purchasing decisions.

Marketing Communications Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies
Corinne Faure and Lisa Klein, 1994  [94-109]
Summarizes presentations dealing with organizational and allocations issues in integrated marketing communications and the future of interactive marketing.

USER: A Scale to Measure Use of Market Research
Anil Menon and James B. Wilcox, 1994  [94-108]
Traces the development of a tool called USER that measures firms' use of market research studies in making policy and strategy decisions, developing knowledge, and promoting organizational learning.

A Niche Share Approach for Assessing Brand Performance and Identifying Competitive Groups
George R. Milne and Charlotte H. Mason, 1994  [94-107]
Proposes and tests a new measure of performance and competitive position called niche share, which measures a brand's success in capturing its target market; explains how niche share measures overcome limitations of traditional market share measures and suggests how managers can use the new approach.

Return on Quality (ROQ): Making Service Quality Financially Accountable
Roland T. Rust, Anthony J. Zahorik, and Timothy C. Keiningham, 1994  [94-106]
Describes a tool that managers can use to evaluate quality improvement expenditures as investments rather than as costs, thus helping them determine which aspects of quality are most worthy of resource allocation.

Using Information Technology to Reduce Coordination Breakdowns in Customer Support Teams
Sukumar Rathnam, Vijay Mahajan, and Andrew B. Whinston, 1994  [94-105]
Describes a framework that customer support team managers can use to determine the forms of information technology that will most effectively improve team coordination, given the characteristics of a team's problem-solving processes.

Channel Partnerships: A New Approach to Streamlining Distribution
Robert D. Buzzell and Gwen C. Ortmeyer, 1994  [94-104]
Examines partnerships between retailers and their suppliers, considering such issues as the key features of channel partnerships, the changes that must be made in traditional merchandising and distribution systems to gain the benefits of channel partnerships, the impact of partnerships on performance, and the requirements for forming and maintaining partnerships.

Market Oriented Isn't Enough: Build a Learning Organization
Stanley F. Slater and John C. Narver, 1994  [94-103]
Describes the key practices of organizations that develop new knowledge about markets, products, technologies, and processes and that change their behavior to improve performance. MSI Best Paper Award Winner

CRISP: Customer Response-Based Iterative Segmentation Procedures for Response Modeling in Direct Marketing
Wayne S. DeSarbo and Venkatram Ramaswamy, 1994  [94-102]
Presents a procedure that allows direct marketing analysts to account for customer heterogeneity in a database, thus enabling them to gain a more accurate picture of how customers respond to marketing offerings and to target future campaigns more effectively.

Measuring Social Values: A Multi-Item Adaptation to the List of Values (MILOV)
Joel Herche, 1994  [94-101]
Describes the development of a social values measurement scheme that can help marketing managers segment markets and predict consumer behavior.

How and Why Package Size Influences Usage Volume
Brian Wansink, 1994  [94-100]
Describes the findings and managerial implications of four studies exploring whether package size has any independent impact on usage volume and what factors mediate or moderate this impact.

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