MSI Reports. >
Includes all working papers, research notes, and other material issued in the quarterly 2005 MSI Reports.
Do Slotting Allowances Enhance Efficiency or Hinder Competition?
K. Sudhir and Vithala R. Rao, 2005 [05-122]
Using data on more than 1,000 new product offers to a retailer, examines whether and how slotting allowances facilitate new product introductions.
Selecting Valuable Customers Using a Customer Lifetime Value Framework
Rajkumar Venkatesan, V. Kumar, and Timothy Bohling, 2005 [05-121]
Examines the ROI implications of using the customer lifetime value (CLV) metric as compared to other customer metrics; develops a methodology for optimal marketing resource allocation.
Customer Perceptions of Product Quality: A Longitudinal Study
Debanjan Mitra and Peter N. Golder, 2005 [05-120]
Examines the relationship between objective and perceived quality—and the role of brand reputation—for 46 product categories over 12 years.
Firm Capabilities, Timing of Internet Adoption, and Performance
Larry Shi, John Hulland, Rabikar Chatterjee, and Dung Nguyen, 2005 [05-119]
Examines the individual and joint effects of market timing and two firm capabilities—operations capability and marketing capability—on firm profitability resulting from Internet adoption.
Can a Late Mover Use International Market Entry Strategy to Challenge the Pioneer?
Marc Fischer, Venkatesh Shankar, and Michel Clement, 2005 [05-118]
Using data from the pharmaceutical industry, examines the moderating effects of international market scope and speed of rollout on the connection between order of entry and market share and between marketing spending and market share.
The Curse of Innovation: Why Innovative New Products Fail
John T. Gourville, 2005 [05-117]
Develops a behavioral framework—based on reference dependence and loss aversion theory—to explain the failure of new products to gain marketplace acceptance.
How Relational Embeddedness Affects Retail Buyers' New Product Selection
Peter Kaufman, Satish Jayachandran, and Randall L. Rose, 2005 [05-116]
Examines the role of firm-firm and buyer-salesperson relationships in retailers' new product selections.
Leveraging Relationship Marketing Strategies for Better Performance: A Meta-analysis
Robert W. Palmatier, Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans, 2005 [05-115]
Conducts a meta-analysis of empirical research to determine which relationship marketing strategies are most effective, under what conditions RM strategies reliably produce positive performance outcomes, and the role of mediators such as trust, commitment, and relationship quality.
Do Satisfied Customers Buy More?
Kathleen Seiders, Glenn B. Voss, Dhruv Grewal, and Andrea L. Godfrey, 2005 [05-114]
Examines the relationships among satisfaction, three categories of moderators, and three measures of repurchase: self-reported repurchase intentions, actual repurchase visits, and level of repurchase spending.
Cross-Brand Pass-Through? Not in Grocery Retailing
Leigh McAlister, 2005 [05-113]
Examines whether retailers respond to whole promotional support by a target brand by changing the retail prices of competitive brands.
Brand Concept Maps: A Methodology for Identifying Brand Association Networks
Deborah Roedder John, Barbara Loken, Kyeong-Heui Kim, and Alokparna Basu Monga, 2005 [05-112]
Introduces a methodology to map consumer brand association networks, and tests its validity and reliability.
How Brand Attributes Drive Financial Performance
Natalie Mizik and Robert Jacobson, 2005 [05-111]
Develops a stock return response model that links changes in brand assets to accounting performance and stock market valuation.
Aligning the Organization with the Market
George S. Day, 2005 [05-110]
Based on in-depth studies of 15 firm reorganizations, identifies organizational and strategic challenges of structural realignment around markets.
Consumer Testimonials as Self-Generated Advertisements: Evaluative Reconstruction Following Product Usage
Terence A. Shimp, Stacy L. Wood, and Laura Smarandescu, 2005 [05-109]
In two studies, investigates whether writing product testimonials causes consumers to inflate their product evaluations.
Mapping the Domain of Subjective Value in Negotiation
Jared R. Curhan, Hillary Anger Elfenbein, and Heng Xu, 2005 [05-108]
In four-part study, develops a framework and survey instrument to measure subjective value—the social and emotional consequences of a negotiation.
Handling Missing Values in Marketing Data: A Comparison of Techniques
James Lemieux and Leigh McAlister, 2005 [05-107]
Using simulated and real customer data, compares six techniques for imputing missing information in customer databases.
How Firm Advertising Affects Employees’ Trust, Organizational Identification, and Customer Focus
Mary Wolfinbarger and Mary C. Gilly, 2005 [05-106]
In two studies, examines how advertising affects employees' attitudes toward the organization, particularly their trust in and sense of identification with the firm, and their customer focus.
Standard-Scape: An Agent-based Model of Competition in Markets with Network Externalities
Judy K. Frels, James A. Reggia, and Debra Heisler, 2005 [05-105]
Examines the evolution of network markets through a computer simulation using agent-based modeling.
Brand-level Effects of SKU Reductions
Jie Zhang and Aradhna Krishna, 2005 [05-104]
Investigates effects of SKU reduction on sales of individual brands; uses a joint model of purchase incidence, brand choice, and quantity.
Offering Online Recommendations to Impatient First-time Customers with Conjoint-based Segmentation Trees
Arnaud De Bruyn, John C. Liechty, Eelko K.R.E. Huizingh, and Gary L. Lilien, 2005 [05-103]
Uses conjoint-based techniques to design a recommender system that uncovers customers’ preferences based on demographics and product usage questions.
Determining the Payoff from Relationship Marketing Programs
Robert W. Palmatier and Srinath Gopalakrishna, 2005 [05-102]
Examine three types of relationship marketing programs (financial, social, and structural) to determine which ones offer positive economic returns to the firm in a business-to-business market.
Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing
Debora Viana Thompson, Rebecca W. Hamilton, and Roland T. Rust, 2005 [05-101]
In three studies, examines how consumers weigh product capability and product usability when evaluating products prior to use and when evaluating products after use.
First-mover Advantage on the Internet: Real or Virtual?
Rajan Varadarajan, Manjit S. Yadav, and Venkatesh Shankar, 2005 [05-100]
Delineates sources of competitive advantage accruing to a first mover in the physical marketplace and explores whether these will have greater, lower, or equal importance in the electronic marketplace and for digitized information products.
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