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MSI Reports 2003

Includes all working papers, conference summaries, commentaries, and other material issued in the quarterly 2003 MSI Reports.

Branding Strategy and the Intangible Value of the Firm
Vithala R. Rao, Manoj K. Agarwal, and Denise Dahlhoff, 2003  [03-126]
Examines branding strategies in 113 U.S. firms to determine which of three strategies (corporate branding, house of brands, or mixed branding) is associated with higher values of Tobin's q for the firm. MSI Best Paper Award Winner.

Does Distance Still Matter? Geographic Proximity in New Product Development
Shankar Ganesan, Alan J. Malter, and Aric Rindfleisch, 2003  [03-125]
Investigates 155 firms in U.S. optics industry to examine the role proximity plays in enhancing new product creativity and development speed.

Adoption and Effectiveness of Loyalty Programs: The Retailer's Perspective
Jorna Leenheer and Tammo H.A. Bijmolt, 2003  [03-124]
Surveys 180 retail companies to better understand the drivers of retailers' adoption programs, as well as their perceptions regarding program effectiveness.

Assessing the Impact of Dedicated New Product Development Resources on Firm Return on Investment
David H. Henard, M. Ann McFadyen, and Keven C. Malkewitz, 2003  [03-123]
Uses a longitudinal approach (22 firms over seven years) to examine the relationship between dedicated human and financial resources and return on investment

Cultural Differences in Consumer Impatience
Haipeng (Allan) Chen, Sharon Ng, and Akshay R. Rao, 2003  [03-122]
Examines cross-cultural differences in how Easterners and Westerners value time, framed as willingness to pay more for expedited product delivery.

Does Employee Turnover Predict Customer Satisfaction?
Hooman Estelami and Robert F. Hurley, 2003  [03-121]
Using two convenience store chains, tests how well employee turnover statistics predict customer satisfaction.

Cascades, Diffusion, and Turning Points in the Product Life Cycle
Peter N. Golder and Gerard J. Tellis, 2003  [03-120]
Develops a framework of the product life cycle that incorporates information on sales patterns and consumer price sensitivity, as well as theory about informational cascades. Includes metrics for predicting sales takeoff and slowdown.

Integrating Social Responsibility and Marketing Strategy
Weimin Dong, Shuili Du, and Daniel Korschun, 2003  [03-119]
Summarizes proceedings of MSI conference, "Integrating Social Responsibility and Marketing Strategy," held September 17-19, 2003, at Boston University. Co-sponsored by the London Business School, Boston University School of Management, University of California Haas School of Business, and The Aspen Institute Business and Society Program.

Who Introduces More Radical Innovations and Who Gains More from Them?
Alina B. Sorescu, Rajesh K. Chandy, and Jaideep C. Prabhu, 2003  [03-118]
Using pharmaceutical industry data over 10-year period, examines the role firm dominance, financial value, and product support and scope play in the commercial success of radical innovations.

Minimum Prices and Product Valuations in Auctions
Gerald Häubl and Peter T. L. Popkowski Leszczyc, 2003  [03-117]
Examines the effect of seller-specified minimum price on a consumer’s formulation of an item’s value and his/her bid in an Internet auction.

Global Marketing
Joep W.C. Arts, Sumitro Banerjee, and Jeroen L. G. Binken, 2003  [03-116]
Summarizes proceedings of MSI conference, "Global Marketing," held June 8-10, 2003, in Noordwijk, the Netherlands.

Should Firms Increase Advertising Expenditures during Recessions?
Kristina D. Frankenberger and Roger C. Graham, 2003  [03-115]
Assesses the effects of changes in advertising spending during a recession on financial performance and firm value; compares consumer products, industrial products, and service industries.

Preempting Competitive Risk via Customer Focus: Entrepreneurial Firms in Japan and the U.S.
Rohit Deshpandé, Sang-Hoon Kim, and Elie Ofek, 2003  [03-114]
Uses sample of entrepreneurial ventures in U.S. and Japan to consider how each of three strategic focuses—R&D/technology, cost minimization, and customer focus—affects business performance.

Can Marketing Regain Its Seat at the Table?
Frederick E. Webster, Jr., Alan J. Malter, and Shankar Ganesan, 2003  [03-113]
Surveys the current state of marketing management, based on interviews with senior executives at a broad sample of firms; outlines future challenges. MSI Best Paper Award Winner.

Using Customer Lifetime Value in Customer Selection and Resource Allocation
Rajkumar Venkatesan and V. Kumar, 2003  [03-112]
Analyzes customer lifetime value as a metric for identifying profitable customers and compares to other customer-selection metrics; develops CLV-based model for optimizing marketing communications.

Which Marketing Metrics Are Used and Where?
Patrick Barwise and John U. Farley, 2003  [03-111]
Reports findings of a study of leading marketing firms in the U.S., U.K., Germany, Japan, and France.

Long-term Performance Impact of New Products and Promotions in the Auto Industry
Koen Pauwels, Jorge Silva-Risso, Shuba Srinivasan, and Dominique M. Hanssens, 2003  [03-110]
Uses time-series analyses to investigate the impact of new product introductions on revenue, income, and stock market performance in the auto industry; examines the impact of promotional incentives and compares with effects of new product introductions.

Marketing's Impact on Firm Value: The Value-Sales Differential
Victor J. Cook, Jr., 2003  [03-109]
Proposes a risk-adjusted measure of the difference between a firm's capitalized value and its share of net sales revenue, based on financial statements of 100 firms in five markets.

New Approaches for New Products
Gary Gebhart, Harikesh Nair, Sridhar Narayanan, and Jeff Shulman, 2003  [03-108]
Summarizes proceedings of MSI conference, "New Approaches for New Products" held May 1-2, 2003 in Chicago, Illinois.

Online Channel Use and Satisfaction in a Multichannel Service Context
Mitzi Montoya-Weiss, Glenn B. Voss, and Dhruv Grewal, 2003  [03-107]
Develops a model of online channel use and overall customer satisfaction, and tests the model in a services context via three online surveys.

Customer Satisfaction, Cash Flow, and Shareholder Value
Thomas S. Gruca and Lopo L. Rego, 2003  [03-106]
Examines the impact of customer satisfaction on future cash flow and cash-flow variability for the firm; also examines whether market concentration or firm size explain differences.

The Relevance of Rigor
Donald R. Lehmann, 2003  [03-105]
Discusses the importance of academic rigor and empirical generalization to the development of accurate knowledge and effective marketing practice.

Ten Lessons for Improving Service Quality
Leonard Berry, A. Parasuraman, and Valarie Zeithaml, 2003  [03-104]
Re-issue, with new introduction, of 1993 commentary. Based on 10-year study of service quality in America (1983-1993), offers guidelines for improving service quality.

Bottoms up! How Container Shapes Influence Pouring and Consumption Volume
Brian Wansink and Koert van Ittersum, 2003  [03-103]
In three experiments, demonstrates the effect of the "elongation bias" on the pouring and consumption behavior of children and adults and on the pouring behavior of "expert" subjects (professional bartenders).

Marketing Meets Design
Lily Just and Rommel Salvador, 2003  [03-102]
Summarizes the proceedings of conference on "Marketing Meets Design," co-sponsored by the Marketing Science Institute and the Yaffe Center at the University of Michigan, held January 16-17, 2003, in New Orleans, Louisiana.

Creating a Superior Customer-relating Capability
George S. Day, 2003  [03-101]
Based on survey of 342 managers in medium-to-large firms and in-depth interviews with managers in 14 companies, delineates the capabilities that distinguish firms with superior capabilities in customer relationship management.

Knowledge as a Strategic Resource in Logistics and Purchasing
G. Tomas M. Hult, S. Tamer Cavusgil, and Roger J. Calantone, 2003  [03-100]
Examines the strategic role of knowledge in the supply chain functions of purchasing and logistics. Develops and tests a knowledge "path-flow" model using a sample of 545 logistics and 368 purchasing professionals, and assesses outcomes on order fulfillment processes.

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