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MSI Reports 2004

Includes all working papers, conference summaries, commentaries, and other material issued in the quarterly 2004 MSI Reports.

Analogies and Imaginary Consumers: A Case Study of New Product Development
José Antonio Rosa, Steve Hoeffler, William Qualls, and Jonathan Bohlmann, 2004  [04-122]
Describes a qualitative study of the product development and evaluation process for a digital tablet and laptop computer integrated package.

Firm-Sponsored Satisfaction Surveys: Positivity Effects on Customer Purchase Behavior?
Utpal M. Dholakia, Vicki G. Morwitz, and Robert A.Westbrook, 2004  [04-121]
Based on a field study in a U.S. automotive services firm, examines effects of participation in a firm-sponsored survey on customer purchase activity.

A Spatial-Choice Model for Product Recommendations
Sangkil Moon and Gary J. Russell, 2004  [04-120]
Develops a product recommendation model based on the principle that customer preference similarity, as determined by prior purchase behavior, will predict purchase probability.

The Effect of Service Experiences over Time on a Supplier's Retention of Business Customers
Ruth N. Bolton, Katherine N. Lemon, and Matthew D. Bramlett, 2004  [04-119]
Develops a model of service contract renewal for an individual firm purchasing multiple contracts from the same supplier; based on data for business markets in Germany and the U.K.

Consumer Preferences for Mass Customization
Benedict G. C. Dellaert and Stefan Stremersch, 2004  [04-118]
Examines how four design parameters affect consumers’ perceptions of a product configuration’s complexity and product utility: extent of mass customization, range of choices, pricing of modules, and presence and nature of a default version.

Drivers of Technological Novelty and Superior Customer-Need Fulfillment in New Product Development
Stefan Wuyts and Shantanu Dutta, 2004  [04-117]
Investigates factors that generate technologically novel products and products that improve fulfillment of customers’ needs; focuses on roles of internal knowledge development and external knowledge sourcing.

The S-Curve of Technological Evolution: Strategic Law or Self-Fulfilling Prophecy?
Ashish Sood and Gerard J. Tellis, 2004  [04-116]
Examines product performance data for 23 technologies to shed light on the process of technological evolution.

Effects of Export Assistance on Pricing Strategy Adaptation and Export Performance
Luis Filipe Lages and David B. Montgomery, 2004  [04-115]
Examines how export assistance affects: (1) the decision to adapt or standardize the domestic pricing strategy for the foreign market, and (2) improvement in a firm’s short-term export performance.

Modeling a Brand’s Customer-Mix
Yung-Hsin Chien, Edward I. George, and Leigh McAlister, 2004  [04-114]
Develops and estimates a customer-mix model for 16 brands; compares customer-mix distributions across non-competing brands.

The Effect of Retailer Reputation and Response on Postpurchase Consumer Reactions to Price-Matching Guarantees
Hooman Estelami, Dhruv Grewal, and Anne L. Roggeveen, 2004  [04-113]
Examines the role of price-matching guarantees and specific contextual factors that may influence consumer judgments of a retailer following a purchase.

E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality
A. Parasuraman, Valarie A. Zeithaml, and Arvind Malhotra, 2004  [04-112]
Develops and tests a 22-item scale of four dimensions (efficiency, fulfillment, system availability, and privacy) to measure quality of customer service delivered by websites.

The Effects of Customization Procedure on Consumer Preferences and Satisfaction
Ana Valenzuela, Ravi Dhar, and Florian Zettelmeyer, 2004  [04-111]
Examines two commonly used methods to elicit customer preferences for product customization: choosing between full specified alternatives or configuring the preferred product attribute by attribute.

Advertising Spending and Market Capitalization
Amit Joshi and Dominique M. Hanssens, 2004  [04-110]
With 10 years of monthly data for five PC manufacturers, uses multivariate time-series methods to examine the long-run and short-run effects, as well as the direct and indirect effects, of advertising on firm valuation.

Weathering Tight Economic Times: The Sales Evolution of Consumer Durables over the Business Cycle
Barbara Deleersnyder, Marnik G. Dekimpe, Miklos Sarvary, and Philip M. Parker, 2004  [04-109]
Examines cyclical variability, as well as comovement with the general economy, of sales of 24 categories of consumer durables across different phases of the business cycle.

What Drives New Product Success? An Investigation across Products and Countries
Katrijn Gielens and Jan-Benedict E. M. Steenkamp, 2004  [04-108]
Investigates cross-national generalizability of impact of key drivers (product, competitive environment, and consumer) on first-year sales of consumer packaged goods in U.K., France, Germany, and Spain.

The Managerial Path to Return on Quality: How Individual and Collective Belief Systems Evolve in the Firm
Christine Moorman, Roland T. Rust, and Peter R. Dickson, 2004  [04-107]
In a longitudinal study, examines how a revenue emphasis toward return on quality is manifested in the beliefs of individual managers and in firms' collective knowledge systems.

Innovation: The Case of the Fosbury Flop
Jacob Goldenberg, Oded Lowengart, Shaul Oreg, Michael Bar-Eli, Shmuel Epstein, and Richard D. Fosbury, 2004  [04-106]
Examines the development of athlete Richard Fosbury's medal-winning high jump at the 1968 Olympics as a case study in innovation.

Are Physicians "Easy Marks"? Quantifying the Effects of Detailing and Sampling on New Prescriptions
Natalie Mizik and Robert Jacobson, 2004  [04-105]
Examines the effect of the pharmaceutical practices of detailing (sales representatives visiting physicians' offices) and sampling (providing free drug samples) on physicians' prescribing behavior.

The Impact of Values on Attitudes Toward Market Orientation
Olivier Furrer, Christian Lantz, and Amandine Perrinjaquet, 2004  [04-104]
Uses employee survey to examine the impact of individual employees' values on their attitudes toward three components of market orientation: customer orientation, competitor orientation, and interfunctional orientation.

The Difference Between Perceptual and Objective Performance Measures: An Empirical Analysis
Kusum L. Ailawadi, Rajiv P. Dant, and Dhruv Grewal, 2004  [04-103]
Investigates the effects of difference sources of common method variance in a study of channel performance; uses subjective and objective performance measures to separate the influence of measurement instrument format and response styles from respondents' psychological processes.

Market-based Assets and Capabilities, Business Processes, and Financial Performance
Sridhar N. Ramaswami, Mukesh Bhargava, and Rajendra Srivastava, 2004  [04-102]
Develops a framework to show how marketing contributes to business performance by bringing market-based assets and capabilities to bear on three business processes: new product development, customer relationship management, and supply chain management.

Brand Orchestration
Jill Avery and Mark DeFanti, 2004  [04-101]
Summarizes the proceedings of the Marketing Science Institute's conference on "Brand Orchestration" held December 4-5, 2003 in Orlando, Florida.

Can Incumbents Introduce Radical and Disruptive Innovations?
Vijay Govindarajan and Praveen K. Kopalle, 2004  [04-100]
Investigates what abilities a strategic business unit needs in order to foster innovations valued by emerging customer segments as well as mainstream customers; uses survey of 138 SBUs in 23 Fortune 500 corporations.

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