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Working Paper Series 2002

Superiority in Customer Relationship Management: Consequences for Competitive Advantage and Performance
George S. Day and Christophe Van den Bulte, 2002  [02-123]
Draws on a resource-based view of the firm to specify a customer-relating capability (comprising firm orientation, information, and configuration components), and investigates its effects on sales growth, customer retention, and profitability.

What Will the Future Bring? Dominance, Technology Expectations, and Radical Innovation
Rajesh K. Chandy, Jaideep C. Prabhu, and Kersi D. Antia, 2002  [02-122]
Examines the effects of (1) investments and market share in current technology, (2) overall wealth, and (3) managers' technology expectations on dominant firms' propensity to innovate.

The International Takeoff of New Products: The Role of Economics, Culture, and Country Innovativeness
Gerard J. Tellis, Stefan Stremersch, and Eden Yin, 2002  [02-121]
Uses data on 137 products in 10 categories across 16 European countries to examine new product takeoff, including inter-country differences in time-to-takeoff and impact of "waterfall" (sequential) versus "sprinker" (simultaneous) introduction strategies.

Referral Infomediaries
Yuxin Chen, Ganesh Iyer, and V. Padmanabhan, 2002  [02-120]
Uses game-theoretic analysis to examine the impact of Internet referral services, or infomediaries, on consumer behavior, retail competition and performance, contractual mechanisms, and overall channel coordination.

Measuring Marketing Productivity: Linking Marketing to Financial Returns
Suleyman Cem Bahadir and Kapil R. Tuli, 2002  [02-119]
Summarizes the proceedings of MSI conference on "Measuring Marketing Productivity: Linking Marketing to Financial Returns" held October 3-4, 2002, in Dallas, Texas.

The Social Capital of the Top Marketing Team, Inter-firm Market Learning Capability, and Business Performance: A Test of a Mediating Model
Kwaku Atuahene-Gima, 2002  [02-118]
Explores how the top marketing team's relationships with internal functions, and with managerial contacts in other firms, influence the organization's inter-firm market learning capability, and examines the effect of this capability on performance.

"You Are Where You Shop": Channel Associations and Drivers of Cross-channel Variation in Shopping Behavior
J. Jeffrey Inman, Venkatesh Shankar, and Rosellina Ferraro, 2002  [02-117]
Examines consumers' product category-channel associations, attribute-channel associations, and channel patronage behavior.

The Brand Switching Fraction of Promotion Effects: Unit Sales versus Elasticity Decompositions
Harald J. van Heerde, Sachin Gupta, and Dick R. Wittink, 2002  [02-116]
Assesses the secondary demand effects (i.e., brand switching) of promotions via a unit sales decomposition.

Customer Expectations' Management and Optimal Firm Behavior for New Products
Praveen Kopalle and Donald R. Lehmann, 2002  [02-115]
Develops a model to determine the optimal level of advertised quality to maximize current and future profits.

Trading Off Value Creation and Value Appropriation: The Financial Implications of Shifts in Strategic Emphasis
Natalie Mizik and Robert Jacobson, 2002  [02-114]
Develops a measure of a firm’s strategic emphasis on value appropriation versus value creation and assesses the effect that changes in this measure have on stock return; examines the extent to which this effect is moderated by firm financial situation, past strategic choices, and technological environment.

Are Customer Information Systems Worth It? Results from B2B Services
Debra Zahay and Abbie Griffin, 2002  [02-113]
Examines the relationship between a business unit's strategy, its ability to manage customer information, and achieving competitive advantage. Uses a business-to-business service context.

Customer Relationship Management: Strategies and Company-wide Implementation
Mauricio Mittelman and Vincent Onyemah, 2002  [02-112]
Summarizes the proceedings of MSI/INSEAD conference on "Customer Relationship Management: Strategies and Company-wide Implementation" held July 11-12, 2002, in Fontainebleau, France.

The Market Evolution and Sales Take-off of Product Innovations
Rajshree Agarwal and Barry L. Bayus, 2002  [02-111]
Examines how price decreases and new firm entry (and the resulting outward shifts in the demand curve) affect initial sales take-off time for product innovations.

Bilingual Consumers and the Web: Moderators of Language Effects in Website Navigation
David Luna, Laura A. Peracchio, and Maria D. de Juan, 2002  [02-110]
Examines how website design and language interact to mediate the effect of language on users' attitudes twaord the website and products offered on the website, using Spanish-English bilingual subjects.

The Effect of Store Brand Share on Retail Margins: An Empirical Analysis
Kusum L. Ailawadi and Bari A. Harlam, 2002  [02-109]
Uses sales, share and profit margin data from two major retail chains as well as data on product-category-level characteristics to examine the impact of store brand market share on retail margins.

What Is the True Value of a Lost Customer?
John E. Hogan, Katherine N. Lemon, and Barak Libai, 2002  [02-108]
Incorporates social effects such as word-of-mouth into customer profitability framework; develops a method for estimating the effect of disadoptions on the value of a lost customer. Demonstrates how customer profitability changes over the product lifecycle. MSI Best Paper Award Winner

Flexible Decomposition of Price Promotion Effects Using Store-level Scanner Data
Harald J. van Heerde, Peter S.H. Leeflang, and Dick Wittink, 2002  [02-107]
Develops a method—based on store scanner data—that offers detailed estimates of the unit sales effects of promotions.

From Density to Destiny: Using Spatial Analysis for Early Prediction of New Product Success
Tal Garber, Jacob Goldenberg, Barak Libai, and Eitan Muller, 2002  [02-106]
Develops a model that uses spatial distribution of sales data to obtain a predictive assessment of the success of a new product shortly after launch time.

A Hard and a Soft Look at Building Strong Brands
Allison Johnson and Matthew Thomson, 2002  [02-105]
Summarizes the proceedings of MSI's conference on "A Hard and a Soft Look at Building Strong Brands" held March 14-15, 2002, in Santa Monica, California.

Assessing When Increased Media Weight Helps Sales of Real-World Brands
Deborah J. MacInnis, Ambar G. Rao, and Allen M. Weiss, 2002  [02-104]
Examines under what conditions increased media weight for real-world ads increases aggregate-level sales; focuses on mature brands in frequently purchased categories.

Decision Difficulty in Bundle Choice: The Role of Complexity, Uniqueness, and Similarity
Manoj K. Agarwal and Subimal Chatterjee, 2002  [02-103]
Investigates the impact of three variables—bundle size, number of unique services between competing bundles, and perceived similarity between competing bundles—on perceived decision difficulty in bundle choice.

A Product-Market-Based Measure of Brand Equity
Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin, 2002  [02-102]
Proposes a product-market-level measure of brand equity; examines its behavior for brands in 23 packaged goods categories over seven years.

Customer Relationship Management: Customer Behavior, Organizational Challenges, and Econometric Models
Julian Villanueva and Rex Du, 2002  [02-101]
Summarizes the proceedings of the conference on "Customer Relationship Management: Customer Behavior, Organizational Challenges, and Econometric Models" co-sponsored by the Marketing Science Institute and the Teradata Center for Customer Relationship Management at Duke University, held January 31-February 1, 2002, in Durham, North Carolina.

.comQ: Dimensionalizing, Measuring, and Predicting Quality of the E-tail Experience
Mary Wolfinbarger and Mary C. Gilly, 2002  [02-100]
Addresses the measurement and prediction of consumer ratings of online quality; uses (1) focus groups to identify attributes important to online consumers, (2) a sorting task to rank and categorize these attributes, and (3) an online survey of consumer ratings of online quality.

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