Managing Advertising and Promotion for Long-run Profitability
Kamel Jedidi, Carl F. Mela, and Sunil Gupta, 1998 [98-132]
Examines short- and long-term effects of promotions and advertising on consumers' purchase behavior (choice and quantity) and, thus, on long-run profitability. Tests model using eight years of panel data. MSI Best Paper Award Winner
Transaction Decoupling: The Effects of Price Bundling on the Decision to Consume
Dilip Soman and John T. Gourville, 1998 [98-131]
Investigates consumer evaluation of costs associated with service products sold as part of a bundle, and the effect of this evaluation on willingness to consume. Examines the role of motivation to consume on the consumption decision.
Stuck in the Past: Why Managers Persist with New Product Failures
Eyal Biyalagorsky, William Boulding, and Richard Staelin, 1998 [98-130]
Examines the phenomenon of escalation bias in the context of managing new product development; tests a model of how a manager makes a decision and reevaluates that decision in light of new knowledge.
Marketing Spending for New Product Introduction: Entrant Strategy and Incumbent Response
Venkatesh Shankar, 1998 [98-129]
Examines the determinants (i.e., entrant, incumbent, and market/industry environment characteristics) of both new product introduction strategies and incumbent response strategies. Provides a profile of the most aggressive and passive entrants and incumbents.
Brand Constructs: The Complementarity of Consumer Associative Networks and Multidimensional Scaling
Geraldine R. Henderson, Dawn Iacobucci and Bobby J. Calder, 1998 [98-128]
Compares two methods-multidimensional scaling and associative networks-for measuring consumers' perceptions of products and loyalty to brand names. Uses both techniques to examine the primary brand concepts of positioning, complementarity, and substitutability.
Managerial Identification of Competitors
Bruce H. Clark and David B. Montgomery, 1998 [98-127]
Develops a model of the competitor identification process; examines the attributes by which managers identify competitors and their mental models of the
Marketing's Influence within the Firm
Christian Homburg, John P. Workman, Jr., and Harley Krohmer, 1998 [98-126]
Uses a survey of marketing managers in U.S. and German companies to investigate marketing's level of influence within the firm and the circumstances under which the marketing sub-unit has higher levels of influence.
Implementing the Marketing Concept One Employee at a Time: Pinpointing Beliefs about Customer Focus as a Lever for Organizational Renewal
Chris T. Allen, Edward F. McQuarrie, and Terri Feldman Barr, 1998 [98-125]
Develops and tests a customer-focus construct that is formulated at the level of the individual employee or manager, rather than at the division or SBU level.
New But Not Improved: Factors That Affect the Development of Meaningful Line Extensions
Jonlee Andrews and George S. Low, 1998 [98-124]
Uses a survey of 166 product managers in packaged goods firms to identify the organizational characteristics that promote or inhibit the development of meaningful line extensions.
Behavioral Explanations for Asymmetric Price Competition
Makoto Abe, 1998 [98-123]
Examines three behavioral explanations for the well-known phenomenon of asymmetric price competition; finds that this pattern arises mainly from the loss aversion effect (i.e., that the same price cut is perceived to be more favorable for high quality than low quality brands).
Where the Rubber Meets the Road: A Model of In-store Consumer Decision Making
J. Jeffrey Inman and Russell S. Winer, 1998 [98-122]
Develops a model of consumer decision making that identifies the characteristics of the consumer and the characteristics of the specific shopping trip that affect in-store purchases; uses data on over 30,000 choices by 4,200 consumers in 14 cities.
Bargain Hunting or Star Gazing? How Consumers Choose Mutual Funds
Ronald T. Wilcox, 1998 [98-121]
Examines how consumers evaluate key attributes of a mutual fund, i.e., past performance metrics and fund fee structures.
Management Control of Product Development Projects
Joseph Bonner, Robert W. Ruekert, and Orville C. Walker, Jr., 1998 [98-120]
Examines the tension between team empowerment and management control over new product development projects; uses data from 97 projects across a variety of industries.
From Decision Support to Decision Automation: A 2020 Vision
Randolph E. Bucklin, Donald R. Lehmann, and John D. C. Little, 1998 [98-119]
Discusses the forces that will drive the increasing automation of marketing decision making; describes the market and product characteristics that will determine the extent of decision automation.
Organizational Capacities for Sustained Product Innovation
Deborah Dougherty, 1998 [98-118]
Develops new constructs defining the work of innovation within an organization; explores the organizational capacities of a variety of companies that range in their innovative abilities in order to articulate how to organize for sustained product innovation.
Trust and Concern in Consumers' Perceptions of Marketing Information Management Practices
George R. Milne and MarÃa-Eugenia Boza, 1998 [98-117]
Demonstrates that improving consumer trust and reducing consumer concern are two distinct approaches to consumer information management; suggests that improving trust may be the
Divide and Prosper: Effects of Partitioned Prices on Consumers' Price Recall and Demand
Vicki G. Morwitz, Eric A. Greenleaf, and Eric J. Johnson, 1998 [98-116]
Examines how consumers process partitioned prices (i.e., those divided into base price and surcharge) and how partitioned-pricing strategies affect consumers' demand and their recalled prices.
Field Experiments with Uni-and Multi-inventory Adaptive Survey Designs for Likert-type Data
Jagdip Singh, 1998 [98-115]
Examines the performance of adaptive survey designs in field settings; applies this approach to constructs in marketing that use Likert-type response scales; develops an ASD approach for multi-inventory surveys.
Shopping Behavior and Consumer Preference for Store Price Format: Why Large Basket Shoppers Prefer EDLP
David R. Bell and James M. Lattin, 1998 [98-114]
Investigates whether consumers' shopping patterns (large vs. small basket, frequent vs. infrequent trips) influences their choice of stores using everyday low pricing vs. high-low price formats. Examines characteristics of large and small basket shoppers. Uses market basket scanner panel data from 1,042 panelists.
Using Conjoint Analysis to Help Design Product Platforms
William L. Moore, Jordan L. Louviere, and Rohit Verma, 1998 [98-113]
Demonstrates how conjoint analysis can be used to improve product platform decisions by combining demand-side forecasting methods and supply-side cost estimates. Using two product lines in electronic test equipment market, develops optimal design software that finds a profit-maximizing configuration of product features.
Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies
David Glen Mick and Susan Fournier, 1998 [98-112]
Develops a framework of consumer experiences with technology; identifies and organizes the behavioral strategies consumers use to cope with the "paradoxes" (e.g., control/chaos) offered by technology ownership.
Variety for Sale: Mass Customization or Mass Confusion?
Cynthia Huffman and Barbara E. Kahn, 1998 [98-111]
Uses experimental evidence to suggest ways that a retailer can mitigate the perceived complexity and frustration that may result from high variety strategies.
A Business Perspective on Database Marketing and Consumer Privacy Practices
George R. Milne and Maria-Eugenia Boza, 1998 [98-110]
Examines the issue of consumer privacy from the perspective of 365 direct marketing organizations; investigates how privacy practices in these companies differ.
Backward Framing Through Memory Reconstruction
Kathryn A. Braun and Gerald Zaltman, 1998 [98-109]
Describes two experiments that investigate whether information following consumption experience can alter consumer recall of the earlier experience.
Climbing the Commitment Ladder: The Impact on Customer Commitment of Disconfirmation of Service Expectations
Susan S. White and Benjamin Schneider, 1998 [98-108]
Investigates the relation of disconfirmation of expectations for specific facets of service quality to customers' levels of commitment to an organization.
Antecedents and Consequences of Customer Value: Testing an Expanded Framework
Douglas B. Grisaffe and Anand Kumar, 1998 [98-107]
Explores influences on, and consequences of, customer perceived value using customer satisfaction datasets in the financial services and office products industries.
A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction
Ruth N. Bolton and Katherine N. Lemon, 1998 [98-106]
Develops and tests a model of customers' usage of continuously provided services; proposes that customers seek to maintain equity in a service relationship over time, and that perceptions of equity affect satisfaction and subsequent usage.
Brand Managers' Perceptions of the Marketing Communications Budget Allocation Process
George S. Low and Jakki J. Mohr, 1998 [98-105]
Identifies the product, market, and organizational factors that are related to advertising and sales promotion budget allocations. Investigates the relationship between budget allocations and sales, market share, consumer attitudes, and profits.
Preproduction Market Potential Assessment of Innovative Consumer Products
Rajiv Grover and Muammer Ozer, 1998 [98-104]
Proposes a method that uses expert decision makers to infer individual purchase probabilities—and hence, market potential—for innovative consumer products at the concept stage of development.
Commercial Adoption of Advances in the Analysis of Scanner Data
Randolph E. Bucklin and Sunil Gupta, 1998 [98-103]
Examines the commercial use and adoption of state-of-the-art methods for analyzing UPC scanner data by the consumer packaged goods industry in the U.S.
Organizing for Radical Product Innovation
Rajesh K. Chandy and Gerard J. Tellis, 1998 [98-102]
Proposes an explanation for radical innovation that is based on organizational and strategic factors; suggests that key factor is willingness to cannibalize specialized investments.
The Impact of Marketing Policy on Promotional Price Elasticities and Baseline Sales
Michael J. Zenor, Bart J. Bronnenberg, and Leigh McAlister, 1998 [98-101]
Uses weekly store sales data for three product categories to investigate the relationships between manufacturers' and retailers' marketing policies, promotional price response, and baseline sales.
A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery
Amy K. Smith, Ruth N. Bolton, and Janet Wagner, 1998 [98-100]
Examines how customers' responses to service failure and recovery encounters are influenced by the type and magnitude of the failure and by the nature of the recovery efforts. Focuses on level of compensation, speed of response, presence or absence of apology, and whether recovery was customer- or organization-initiated.
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