Academic Trustees Reading List
Jacob Goldenberg’s Journal Must-Reads from 2014
Jacob Goldenberg is Professor of Marketing at the School of Business Administration at the Hebrew University of Jerusalem and a visiting professor at the Columbia Business School. His research focuses on creativity, new product development, diffusion of innovation, complexity in market dynamics, social networks effects, and social media.
His recommendations for our 2014 reading list:
“Social Networks, Personalized Advertising, and Privacy Controls” by Catherine Tucker, Journal of Marketing Research, October 2014
Goldenberg: Since the internet descended on the marketplace, rapid changes have sometimes forced us to update our traditional wisdom. One field that has been revolutionized in many ways is personalized advertising. A new question has emerged: Are consumers willing to sacrifice their privacy in order to allow ads that “fit” better? This article powerfully combines a natural field experiment and experimental work to offer insights about consumer responses to privacy concerns, pointing to the many research questions we need to address around this new paradigm.
“The Importance of the Raw Idea in Innovation: Testing the Sow's Ear Hypothesis” by Laura Kornish and Karl Ulrich, Journal of Marketing Research, February 2014
Goldenberg: How critical is the initial idea to a new product or service success? This fascinating question is difficult to answer: Due to the continuous nature of product development, it is difficult to distinguish the idea from the product concept from the final product itself. The authors of this article address this question empirically. They show that the good ideation matters, and that the quality of the idea can even predict success. As firms invest expenditures and time design, R&D, and testing processes, the authors offer important insights on the value of a good idea and the wisdom of investing in better “starting points” for new product development.
“Going for Gold: Investigating the (Non)sense of Increased Advertising Around Major Sports Events” by Maarten Gijsenberg, International Journal of Research in Marketing, March 2014
“The Role of Sponsorship Fit for Changing Brand Affect: A Latent Growth Modeling Approach” by Marc Mazodier and Pascale Quester, International Journal of Research in Marketing, March 2014
Goldenberg: These two articles, published jointly in IJRM, examine the long-term effects of marketing activities – both “classical” marketing and exposure in new media – for sports events. Despite the colossal amount of money spent by firms around such events, there is not enough research on these activities. Since long-term effects are difficult to estimate, many decisions are based on intuition. These articles – which use different methods, measures, and focus (sales vs. brand effects) – may spark interest and managerial attention. Despite different results and conclusions, they complement each other and suggest new and important research directions.
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