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1997 Working Paper Series Subscription

Research Frontiers in Interactive Marketing
Lisa Klein and Nicholas Lurie, 1997  [97-129]
Summarizes 13 presentations on current research and practice on topics including interactive channels as substitutes for and complements to existing channels, customer behavior in the interactive arena, customer valuation, and network perspectives.

The Ownership Effect in Consumer Responses to Brand Line Stretches
Amna Kirmani, Sanjay Sood, and Sheri Bridges, 1997  [97-128]
Examines the effects of ownership in consumer response to higher- and lower-priced extensions of prestige and functional brand names.

Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables
Peter N. Golder and Gerard J. Tellis, 1997  [97-127]
Analyzes takeoff-or dramatic increase in sales-in really new consumer durables. Examines time-to-takeoff as well as price reduction, nominal price, and penetration at takeoff. Offers a model for predicting takeoff one year ahead and at product's introduction.

Why Do Consumers Pay More for National Brands than for Store Brands?
Raj Sethuraman and Catherine Cole, 1997  [97-126]
Investigates the relationship between perceived quality differential and the price premium consumers are willing to pay for national brands over store brands; identifies factors besides quality differential (e.g., purchase frequency, demographics) that influence the size of the price premium.

Consumers' Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction
Susan M. Broniarczyk, Wayne D. Hoyer, and Leigh McAlister, 1997  [97-125]
Examines the link between SKU count and consumers' perceptions of assortment. Suggests that other cues, such as availability of favorite products and amount of shelf space devoted to the category, influence shoppers' assortment perceptions.

New Frontiers in Competitive Decision Making: Toward a Research Agenda
Alan J. Malter, 1997  [97-124]
Summarizes a conference on competitive decision making cosponsored by MSI; presentations addressed market dynamics, competitive reactions and conjecture, judgmental error, and decision support systems.

The Effects of Brand Name Suggestiveness on Advertising Recall
Kevin Lane Keller, Susan E. Heckler, and Michael J. Houston, 1997  [97-123]
Examines the costs and benefits of choosing a suggestive brand name. Demonstrates that although a suggestive brand name may facilitate initial brand positioning, it may hamper subsequent efforts to reposition the brand in new, unrelated directions.

Brands, Brand Managers, and the Management of Brands: Where to Next?
Pierre Berthon, James M. Hulbert, and Leyland F. Pitt, 1997  [97-122]
Develops a framework for considering the future of brands and brand management. Suggests that current pressures-e.g., information technology, changing customer values, and brand proliferation-are changing brands' historical function of acting as symbols around which buyers and sellers can establish a relationship.

Competitive Responses to External Market Information Flows: The Case of the Nutrition Labeling and Education Act
Christine Moorman, 1997  [97-121]
Investigates competitive responses to increased flow of market information following the Nutrition Labeling and Education Act of 1990.

Point-of-Purchase Promotions That Sell More Units
Brian Wansink, Robert J. Kent, and Stephen J. Hoch, 1997  [97-120]
Demonstrates that promotions with suggested quantities anchor consumers' quantity decisions. Offers suggestions for execution and improvement of anchor-based promotions.

Market-based Assets and Shareholder Value: A Framework for Analysis
Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey, 1997  [97-119]
Develops a framework explicating marketing's relationship to market-based assets—such as customer, channel, and partner relationships—that can increase shareholder value through accelerating and enhancing cash flows, reducing volatility and vulnerability, and increasing residual value of cash flows. MSI Best Paper Award Winner

A Different Game: Really New Products, Evolving Markets, and Responsive Organizations
Page Moreau, 1997  [97-118]
Summarizes 10 presentations on the development of really new products including organizational challenges, generating and refining breakthrough concepts, understanding market response and evolution, and building responsive organizations.

Research, Development, and Engineering Metrics
John R. Hauser, 1997  [97-117]
Suggests that metrics-based evaluation and management of research, development and engineering should vary based on type of R,D,& E activity (i.e., applied projects, development of core technologies, or basic research). Uses interviews at 10 research-intensive organizations, literature review, and formal mathematical models to develop insights.

Antecedents and Consequences of Marketing Managers' Conflict-handling Behaviors: A Five-country Comparative Study and Strategic Implications
X. Michael Song, Jinhong Xie, and Barbara Dyer, 1997  [97-116]
Investigates the impact of marketing managers' conflict-handling behaviors on cross-functional integration in new product development, as well as the impact of organizational structures and management styles on those behaviors. Uses data from companies in Japan, Taiwan, Hong Kong, the United States, and the United Kingdom.

Asymmetric Quality Tier Competition: An Alternative Explanation
K. Sivakumar, 1997  [97-115]
Examines the nature of competition between brands in different quality tiers; proposes that consumers consider price and quality tradeoffs before making a choice decision. Using scanner panel data, demonstrates that short-term price reductions do benefit high quality brands more than low quality brands.

Why Store Brand Penetration Varies by Retailer
Sanjay K. Dhar and Stephen J. Hoch, 1997  [97-114]
Analyzes the across-retailer variation in store brand performance, using data from 34 food categories for 106 major supermarket chains.

Organizational Team Learning for Really New Product Development
Gary S. Lynn, 1997  [97-113]
Examines team learning patterns in 13 successful and unsuccessful new product projects in three companies from 1977 to the mid-1990s.

When Do Purchase Intentions Predict Sales?
Vicki G. Morwitz, Joel H. Steckel, and Alok Gupta, 1997  [97-112]
Identifies factors that affect the predictive accuracy of purchase intentions data; offers recommendations to managers to maximize the predictive validity of purchase intentions.

Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models
Vicki G. Morwitz and David C. Schmittlein, 1997  [97-111]
Examines the effectiveness of managers' test/roll decisions regarding new direct marketing offerings; demonstrates how managerial performance could be improved using simple statistical models.

Organizational Improvisation in New Product Development
Anne S. Miner, Christine Moorman, and Paula Bassoff, 1997  [97-110]
Investigates organizational improvisation by observing new product development projects in two firms over a period of ten months; describes short- and long-term improvisational outcomes.

Managing Retailer Cooperation with Manufacturer-Sponsored Promotions: An Empirical Examination
Jan B. Heide and John P. Murry, Jr., 1997  [97-109]
Examines the influence of four factors on retailers' cooperation with manufacturer-sponsored point-of-purchase displays: strength of interpersonal relationship between manufacturer and retailer personnel, incentive premiums, use of performance-based payment method, and manufacturers' monitoring of retail compliance.

Factors Affecting Organizational Performance: A Five-country Comparison
Rohit Deshpandé, John U. Farley, and Frederick E. Webster, Jr., 1997  [97-108]
Investigates how organizational culture and climate, customer orientation, and innovativeness affect performance in firms in the U.S., England, France, Germany, and Japan. Finds that successful firms transcend national culture differences to develop common drivers of business performance.

Market Orientation in U.S. and Scandinavian Companies: A Cross-cultural Study
Fred Selnes, Bernard J. Jaworski, and Ajay K. Kohli, 1997  [97-107]
Examines how a country context affects the organizational factors that drive a market orientation, the levels of market orientation, and the strength of linkages between market orientation and its antecedents and consequences. Suggests that the core framework for market orientation proposed in earlier U.S.-based work does generalize to Scandinavia.

Managing the Corporate Brand: The Effects of Corporate Marketing on Consumer Evaluations of Brand Extensions
Kevin Lane Keller and David A. Aaker, 1997  [97-106]
Examines several different types of corporate marketing activities (i.e., offering information that characterizes a firm as innovative, environmentally concerned, or community involved) that may influence corporate credibility and, thus, consumers' evaluations of brand extensions introduced under the firm's name.

Interactive Home Shopping and the Retail Industry
Joseph Alba, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer, and Stacy Wood, 1997  [97-105]
Analyzes the factors that are likely to affect the diffusion of interactive home shopping (IHS), assuming that fully interactive systems are available to a significant number of households. Also examines the potential impact of IHS on the retail industry.

Information Search Style and Business Performance in Dynamic and Stable Environments: An Exploratory Study
Stanley F. Slater and John C. Narver, 1997  [97-104]
Investigates the relationship between different modes of information search behavior (market-focused information search, learning from others, experimentation, and learning from experience) and business performance in the electronics and paint-manufacturing industries.

The Influence of Market Orientation on Channel Relationships: A Dyadic Examination
Judy A. Siguaw, Penny M. Simpson, and Thomas L. Baker, 1997  [97-103]
Examines the influence of market orientation on factors that may influence the performance of the channel of distribution relationship, most notably trust, cooperation, and commitment.

Sustained Spending and Persistent Response: A New Look at Long-term Marketing Profitability
Marnik G. Dekimpe and Dominique M. Hanssens, 1997  [97-102]
Outlines four possible strategic scenarios for product markets, and proposes a measure of long-term marketing effectiveness. Tests this measure using data from the packaged food and pharmaceuticals industries.

Use and Usability: Business-Focused Market Research
Prepared by Puneet Manchanda, Columbia University, 1997  [97-101]
Summarizes nine presentations on the assessment, management, and improvement of market research capabilities through attention to implementation issues and strategic directions.

Brand Alliances as Information About Unobservable Product Quality
Akshay R. Rao, Lu Qu, and Robert W. Ruekert, 1997  [97-100]
Examines the conditions under which brand alliances "signal" unobservable product quality to quality-sensitive buyers; suggests that the credibility of the primary brand ally is driven in part by its vulnerability to punishment should the claim of high quality turn out to be false.

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