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MSI Reports 2006

Includes all working papers, research notes, and other material issued in the quarterly 2006 MSI Reports.

Multichannel Customer Management: Understanding Research Shopping
Peter C. Verhoef, Scott A. Neslin, and Björn Vroomen, 2006  [06-126]
Develops and estimates a model to explain research shopping in store, catalog, and Internet channels, and discusses how firms can decrease or increase research shopping.

Managing Marketing Relationships Through Qualification and Incentives
Kenneth H. Wathne and Jan B. Heide, 2006  [06-125]
Examines firm’s use of partner qualifications and incentives to support dedicated-relationship investments and their effects on relationship costs and potential for exploitation.

The Role of Expert versus Social Opinion Leaders in New Product Adoption
Jacob Goldenberg, Donald R. Lehmann, Daniella Shidlovski, and Michal Master Barak, 2006  [06-124]
Uses meta-analysis and three studies to explore the role of expert and social opinion leaders in new product adoption, and whether product innovativeness moderates choice of opinion leader.

Growing Small Brands: Does a Brand's Equity and Growth Potential Affect Its Long-term Productivity?
Rebecca J. Slotegraaf and Koen Pauwels, 2006  [06-123]
Using data from 43 brands, examines the extent to which brand-specific resources explain variations in the long-term sales from displays, feature advertising, and price promotion.

Building Long-term Firm Value Through Innovation
Alina A. Sorescu and Jelena Spanjol, 2006  [06-122]
Assesses long-term economic rents to firms’ aggregate innovation output, including competitors’ innovative activity, innovation type (incremental versus breakthrough), and how innovation are deployed in product categories in the analysis.

Closing the Growth Gap: Balancing "Big I" and "small i" Innovation
George S. Day, 2006  [06-121]
Describes the processes and strategies needed to support organic growth initiatives; offers examples from several organizations.

When and Where to Cherry Pick? Temporal and Spatial Dimensions of Price Search
Dinesh K. Gauri, K. Sudhir, and Debabrata Talukdar, 2006  [06-120]
Uses household data to examine variables that determine spatial and temporal dimensions of price search; examines which search patterns yield most savings and the impact of price search on store profits.

The Impact of Marketing-induced versus Word-of-Mouth Customer Acquisition on Customer Equity
Julian Villanueva, Shijin Yoo, and Dominique M. Hanssens, 2006  [06-119]
Develops a model to measure the impact of an additional customer on a firm's customer equity; compares the effects of marketing-induced versus spontaneous acquisition channels.

Measuring the Value of Word-of-Mouth and Its Impact in Consumer Communities
Paul Dwyer, 2006  [06-118]
Proposes a metric for word-of-mouth importance (adapted PageRank) and investigates impact of highly valued discourse on involvement in a network; models the relationship between involvement and growth and decay of product-oriented online communities.

Asymmetric New Product Development: Are Gains Symmetric across Partners?
Kartik Kalaignanam, Venkatesh Shankar, and Rajan Varadarajan, 2006  [06-117]
Develops a model of the short-term changes in shareholder value of larger and smaller firms in NPD alliances; examines characteristics that might affect changes after alliance announcement.

New Product Preannouncements and Shareholder Value: Don't Make Promises You Can't Keep
Alina Sorescu, Venkatesh Shankar, and Tarun Kushwaha, 2006  [06-116]
Using a calendar-time portfolio methodology, identifies the timing and determinants of abnormal stock returns to the firm from new product preannouncements.

A Word of Warning Clarified: Reactions to Peppers and Rogers’ Response
Tim Ambler and John Roberts, 2006  [06-115]
Responds to Peppers and Rogers' commentary (06-114).

Response to Ambler and Roberts’ “Beware the Silver Metric”
Don Peppers and Martha Rogers, 2006  [06-114]
Responds to "Beware the Silver Metric" (06-113) and discusses the advantages of Return on Customer as a marketing metric.

Beware the Silver Metric: Marketing Performance Measurement Has to Be Multidimensional
Tim Ambler and John Roberts, 2006  [06-113]
Argues that no single metric can adequately summarize marketing performance, and examines three current approaches: return on investment, discounted cash flow metrics, and Return on Customer.

Lifetime Value Prediction at Early Customer Relationship Stages
Florian v. Wangenheim, 2006  [06-112]
Based on a study of a major European airline, develops a model that predicts number of transactions per period, upgrading behavior, and customer lifetime value.

What Drives Word-of-Mouth? The Roles of Product Originality and Usefulness
Sarit Moldovan, Jacob Goldenberg, and Amitava Chattopadhyay, 2006  [06-111]
Explores how two dimensions of innovation—originality and usefulness—affect consumer word-of-mouth and, hence, the adoption of a new product.

Product Innovations, Advertising Spending, and Stock Returns
Shuba Srinivasan, Koen Pauwels, Jorge Silva-Risso, and Dominique M. Hanssens, 2006  [06-110]
Uses large-scale econometric analysis of the automobile industry to see how customer value creation (i.e., new product introductions) and customer value communication (i.e., advertising spending) lift stock returns by improving future cash flows.

Win-Win Strategies at Discount Stores
Barbara Deleersnyder, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp, and Oliver Koll, 2006  [06-109]
Examines the performance of 443 brands at discounters in Germany, Spain, and the U.K. to suggest how national-brand manufacturers and discount retailers can adjust pricing and product factors to align performance objectives.

Private-Label Marketing Strategies in Packaged Goods: Management Beliefs and Research Insights
Raj Sethuraman, 2006  [06-108]
Draws on a review of 56 academic studies to validate, refine, or contradict 11 common management beliefs and practices about selling private labels.

Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation
Gary F. Gebhardt, Gregory S. Carpenter, and John F. Sherry, Jr., 2006  [06-107]
Based on a study of seven firms, identifies four stages (initiation, reconstitution, institutionalization, and maintenance) that firms progress through as they adopt a market orientation.

The Short- and Long-term Impact of an Assortment Reduction on Category Sales
Laurens M. Sloot, Dennis Fok, and Peter C. Verhoef, 2006  [06-106]
With data from a Dutch retailer, analyzes the short- and long-term sales effects of reducing a category of products and differences between new and former buyers; also examines customer perceptions of assortment reduction.

Developing Optimal Store-level Pricing Strategies for an Automotive Aftermarket Retailer
Murali K. Mantrala, P. B. (Seethu) Seetharaman, Rajeeve Kaul, Srinath Gopalakrishna, and Antonie Stam, 2006  [06-105]
Uses two years’ worth of weekly store-level sales data from 800 automotive aftermarket retailers to develop a model of store-level demand and optimal pricing for three quality variants.

Market Orientation and Performance at the “Base of the Pyramid”: The Case of Zimbabwean Retailers
Steven Michael Burgess and Pfavai Nyajeka, 2006  [06-104]
Focuses on the retail industry in Harare, Zimbabwe, to investigate market orientation, its antecedents, and effects on firm performance in low income countries.

Effects of Capacity-Driven Service Experiences on Customer Usage Levels: Why Revenue Management Systems Are Due for Change
Florian v. Wangenheim and Tomás Bayón, 2006  [06-103]
Investigates the effect of revenue management (denials of service, downgrades, and upgrades) on the customer usage patterns of a major airline.

Integrated Marketing Communications at the Marketing-Sales Interface
Timothy M. Smith, Srinath Gopalakrishna, and Rabikar Chatterjee, 2006  [06-102]
Develops a three-stage model to capture the effects of sequential marketing communications on generating leads, securing appointments with customers, and closing sales.

Brand Portfolio Strategy and Firm Performance
Neil A. Morgan and Lopo Leotte do Rego, 2006  [06-101]
In a study of 149 companies, examines how brand portfolio characteristics (scope, positioning, and competition) affect a firm’s financial performance and marketing effectiveness and efficiency.

Myopic Marketing Management: The Phenomenon and Its Long-term Impact on Firm Value
Natalie Mizik and Robert Jacobson, 2006  [06-100]
Examines managers' use of short-term-oriented marketing strategies (i.e., cutting marketing expenditures) in order to inflate quarterly earnings and meet other short-term goals; analyzes long-term effects on firm value in the context of SEOs (seasoned equity offerings).

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