Revistas
Revista:
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
ISSN:
0092-0703
Año:
2023
Vol.:
51
N°:
1
Págs.:
50 - 65
This paper clarifies why context-specific studies have scientific merit and provides recommendations to authors and journal stewards on how to develop them well. A context-specific study is a study in a unique setting yielding conclusions that can be considered to have limited generalizability to other settings. A firm's industry-think of pharmaceuticals, video games, movies, platform markets, sharing economy-may represent an unambiguous example of a specific context. Unfortunately, the generalizability-specificity dilemma is often misunderstood. Generalizability is excessively heralded as the ideal, and studies in specific contexts are too often denigrated, while both intrinsically can be valuable to the advancement of knowledge. The present paper aims to (1) provide a more nuanced system of beliefs for marketing scholarship to adopt in favor of specificity; (2) offer a helping hand to authors and editors when developing and publishing context-specific studies; (3) review successful examples from the prior literature; and (4) offer clear implications for scholars.
Autores:
Avagyan, V. (Autor de correspondencia); Camacho, N.; Van der Stede, W. A.; et al.
Revista:
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
ISSN:
0167-8116
Año:
2022
Vol.:
39
N°:
3
Págs.:
907 - 926
Innovation project selection is a decision of major relevance to firms. Errors in this decision may have serious consequences for firms, especially as many firms struggle with optimizing innovation project selection decisions. In their pitches to innovation decision-makers, project teams invariably present financial projections on their innovation projects, which often include best- and worst-case scenario presentation. Despite the potential influence the presentation of such financial projections has on firms¿ innovation project selection decisions, this topic has not received sufficient attention in the literature. This study examines the role of scenario presentation on financial projections in innovation project selection by conducting two conjoint experiments among 2,425 managers and 11 follow-up interviews with senior executives. First, the findings of this study suggest that firms should help project teams present small- rather than large-range scenarios. This is important for at least the 57% of firms surveyed in this study where project teams are reported to present `too wide¿ and `too extreme¿ scenarios. Second, firms seeking to promote transformational innovation in their innovation pipeline should make the presentation of small-range scenarios required for an innovation proposal to be presented to a project selection committee. This is relevant for 79% of surveyed firms that would like to select more transformational than core innovation projects and especially for the half of which that currently do not require scenario presentation. Third, project teams with less expertise should develop scenarios analytically rather than intuitively and convey the project's strategic merit to decision-makers to help increase innovation project selection likelihood.
Revista:
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
ISSN:
0167-8116
Año:
2022
Vol.:
39
N°:
2
Págs.:
396 - 414
An increasing number of firms engage in grassroots innovation, i.e., the voluntary generation and development of innovations by any member of an organization, regardless of function or seniority. However, no empirical study to date identifies the determinants of success or failure of grassroots innovation initiatives. We execute a survey study among 3,728 managers in 14 countries, 2,353 of which (63.1%) had already engaged in grassroots innovation. We find that, on average, firms that adopt grassroots innovation outperform firms that do not. We also find that firms that enable (1) employee autonomy, (2) competence development, and (3) relatedness (i.e., helping employees establish mutually beneficial relationships with trusted colleagues) in their grassroots innovation initiatives outperform firms that do not. We document that such effects are contingent on a firm's institutional environment (i.e., leadership style and market orientation). For instance, the lower the market orientation and the higher the hierarchical leadership of the firm, the higher the performance returns the firm obtains from fostering autonomy and relatedness in grassroots innovation. These findings encourage managers and firms to adopt (or persist in their) grassroots innovation initiatives, to infuse them with sufficient autonomy, competence, and relatedness and match them with the right leadership style.
Revista:
JOURNAL OF MARKETING
ISSN:
0022-2429
Año:
2022
Vol.:
86
N°:
1
Págs.:
1 - 6
Revista:
JOURNAL OF MARKETING RESEARCH
ISSN:
0022-2437
Año:
2021
Vol.:
58
N°:
2
Págs.:
299 - 320
This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online search and sales. Increasing the emotional content of ads leads to increases in online search, but increasing the informational content does not. Both informational and emotional content positively influence sales. However, increases in informational content lead to more incremental sales for low-price and low-quality cars than for high-price and high-quality cars. In turn, increases in emotional content generate more incremental sales for high-price cars than for low-price cars. Analyses of the results suggest that managers of high-price and high-quality cars should prioritize emotional rather than informational content in ads. However, managers of low-price and low-quality cars should emphasize emotional content if their objective is to increase online search and informational content if their objective is to increase sales.
Revista:
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
ISSN:
0167-8116
Año:
2021
Vol.:
38
N°:
1
Págs.:
12 - 17
This paper details how marketing scholars can address important marketing issues. It starts by clearly distinguishing importance from relevance and, on that basis, discerns four types of research projects: (1) thought leadership; (2) science leadership; (3) applied science; and (4) puzzling science. It proposes to funnel more resources from applied and puzzling science to thought leadership and to sustain science leadership. To do so, it offers a research funnel (awareness-consideration-choice-execution) and how ability and motivation throughout the funnel guide a scholar towards more important research. It offers three key takeaways on how to achieve more important research: (1) socialize with practice; (2) embrace residual ambiguity; and (3) do not get bored or boring from hyperspecialization.
Revista:
JOURNAL OF MARKETING
ISSN:
0022-2429
Año:
2020
Vol.:
84
N°:
3
Págs.:
122 - 141
This article examines the effects of collective layoff announcements on sales and marketing-mix elasticities, accounting for supply-side constraints. The authors study 205 announcements in the automotive industry using a difference-in-differences model. They find that, following collective layoff announcements, layoff firms experience adverse changes in sales, advertising elasticity, and price elasticity. They explore the moderating role of announcement characteristics on these changes and find that collective layoff announcements by domestic firms and announcements that do not mention a decline in demand as a motive are more likely to be followed by adverse marketing-mix elasticity changes. On average, sales for the layoff firm in the layoff country are 8.7% lower following a collective layoff announcement than their predicted levels absent the announcement. Similarly, advertising elasticity is 9.8% lower and price elasticity is 19.2% higher than absent the announcement. Conversely, layoff firms typically decrease advertising spending in the country where collective layoffs have occurred, yet they do not change prices. These findings are relevant to marketing managers of firms undergoing collective layoffs and to analysts of collective layoff decisions.
Revista:
JOURNAL OF MARKETING
ISSN:
0022-2429
Año:
2019
Vol.:
83
N°:
3
Págs.:
126 - 144
Several manufacturers make substantial investments to compete in sports contests, using the gear they develop and market. However, no systematic analysis of the breeding (i.e., innovation) and branding (i.e., marketing) returns from such investments exists. In this study, the authors conceptualize and empirically estimate the breeding and branding returns that such manufacturers obtain. The authors gather data for 30 car brands of 16 manufacturers over the period 2000-2015 regarding their participation, spending, and performance in Formula One championships, annual patent citations, and research-and-development (R&D) budgets as well as monthly vehicle registrations, advertising expenditures, and Formula One TV viewership. The authors find that only gear manufacturers with relatively high levels of R&D spending obtain a positive and significant breeding return from competing in sports contests. While most brands obtain positive branding returns, the lower the level of advertising spending for the brand, the greater the branding returns they obtain from competing in these contests. Thus, research-intense (compared with advertising-intense) gear manufacturers have more to gain from competing in sports contests. These findings can help guide manufacturers in budget allocation decisions on sports competitions, R&D, and advertising.
Revista:
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
ISSN:
0167-8116
Año:
2018
Vol.:
35
N°:
3
Págs.:
471 - 489
Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as "advertising up" and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45 months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time. (C) 2018 The Authors. Published by Elsevier B.V.
Revista:
JOURNAL OF MARKETING RESEARCH
ISSN:
0022-2437
Año:
2017
Vol.:
54
N°:
5
Págs.:
720 - 736
This article introduces a new data enrichment method that combines revealed data on consumer demand and competitive reactions with stated data on competitive reactions to yet-to-be-enacted, unprecedentedmarketing policy changes. The authors extend the data enrichment literature to include stated competitive reactions, collected from subject-matter experts through a conjoint experiment. The authors apply theirmethod to investigate hypothetical and unprecedented sales force policy changes of pharmaceutical companies. The results from the data enrichment method have high face validity and lead to various unique insights compared with using revealed data only. The authors find that only a very large sales force decrease initiated by the market leader triggers all competitors to decrease their sales force as well, leading to substantial profit increases for each firm. With respect to sales force allocation, when competitors decrease their sales force, they mainly decrease the reach of detailing across doctors, rather than decreasing the number of details to the most-visited doctors. The proposed data enrichment method provides managers with a powerful tool to, ex ante, predict the consequences of unprecedented marketing policy changes.
Revista:
MARKETING SCIENCE
ISSN:
0732-2399
Año:
2013
Vol.:
32
N°:
1
Págs.:
89-110
Patients increasingly request their physicians to prescribe specific brands of pharmaceutical drugs. A popular belief is that requests are triggered by direct-to-consumer advertising (DTCA). We examine the relationship between DTCA, patient requests, and prescriptions for statins. We find that although the effect of requests on prescriptions is significantly positive, the mean effect of DTCA on patient requests is negative, yet very small. More interestingly, both effects show substantial heterogeneity across physicians, which we uncover using a hierarchical Bayes estimation procedure. We find that specialists receive more requests than primary care physicians but translate them less into prescriptions. In addition, we find that the sociodemographic profile of the area a physician practices in moderates the effects of DTCA on requests and of requests on prescriptions. For instance, physicians from areas with a higher proportion of minorities (i.e., blacks and Hispanics) receive more requests that are less triggered by DTCA and are accomodated less frequently than physicians from areas with a lower proportion of minorities. Our results challenge managers to revisit the role of DTCA in stimulating patient requests. At the same time, they may trigger public policy concerns regarding physicians' accommodation of patient requests and the inequalities they may induce.
Revista:
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY
ISSN:
0022-3514
Año:
2012
Vol.:
103
N°:
3
Págs.:
543-564
Answers to sensitive questions are prone to social desirability bias. If not properly addressed, the validity of the research can be suspect. This article presents multigroup item randomized response theory (MIRRT) to measure self-reported sensitive topics across cultures. The method was specifically developed to reduce social desirability bias by making an a priori change in the design of the survey. The change involves the use of a randomization device (e.g., a die) that preserves participants' privacy at the item level. In cases where multiple items measure a higher level theoretical construct, the researcher could still make inferences at the individual level. The method can correct for under- and overreporting, even if both occur in a sample of individuals or across nations. We present and illustrate MIRRT in a nontechnical manner, provide Win Bugs software code so that researchers can directly implement it, and present 2 cross-national studies in which it was applied. The first study compared nonstudent samples from 2 countries (total n = 927) on permissive sexual attitudes and risky sexual behavior and related these to individual-level characteristics such as the Big Five personality traits. The second study compared nonstudent samples from 17 countries (total n = 6,195) on risky sexual behavior and related these to individual-level characteristics, such as gender and age, and to country-level characteristics, such as sex ratio.
Revista:
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
ISSN:
0167-8116
Año:
2012
Vol.:
29
N°:
1
Págs.:
81-92
Prior international segmentation studies have been static in that they have identified segments that remain stable over time. This paper shows that country segments in new product growth are intrinsically dynamic. We propose a semiparametric hidden Markov model to dynamically segment countries based on the observed penetration pattern of new product categories. This methodology allows countries to switch between segments over the life cycle of the new product, with time-varying transition probabilities. Our approach is based on penalized splines and can thus be flexibly applied to any nonstationary phenomenon, beyond the new product growth context. For the penetration of six new product categories in 79 countries, we recover the dynamic membership of each country to segments over the life cycle. Our findings reveal substantial dynamics in international market segmentation, especially at the beginning of the product life. Finally, we exploit the dynamic segments to predict the national penetration patterns of a new product before its launch and show that our forecasts outperform forecasts derived from alternate parametric and/or static methods. Our results should encourage multinational corporations to adopt dynamic segmentation methods rather than static methods. (C) 2011 Elsevier B.V. All rights reserved.
Revista:
MARKETING SCIENCE
ISSN:
0732-2399
Año:
2011
Vol.:
30
N°:
2
Págs.:
305 - 320
Experimental and survey-based research suggests that consumers often rely on their intuition and cognitive shortcuts to make decisions. Intuition and cognitive shortcuts can lead to suboptimal decisions and, especially in high-stakes decisions, to legitimate welfare concerns. In this paper, we propose an extension of a Bayesian learning model that allows us to quantify the impact of salience¿the fact that some pieces of information are easier to retrieve from memory than others¿on physician learning. We show, using data on actual prescriptions for real patients, that physicians' belief formation is strongly influenced by salience effects. Feedback from switching patients¿the ones the physician decided to switch to a clinically equivalent treatment¿receives considerably more weight than feedback from other patients. In the category we study, salience effects slowed down physicians' speed of learning and the adoption of a new treatment, which raises welfare concerns. For managers, our findings suggest that firms that are able to eliminate, or at least reduce, salience effects to a greater extent than their competitors can speed up the adoption of new treatments. We explore the implications of these results and suggest alternative applications of our model that are relevant for policy makers and managers.
Autores:
Goldenberg, J.; Libai, B.; Muller, E.; et al.
Revista:
MARKETING SCIENCE
ISSN:
0732-2399
Año:
2010
Vol.:
29
N°:
3
Págs.:
561 - 567
The interest in social networks among marketing scholars and practitioners has sharply increased in the last decade. One social network of which network scholars increasingly recognize the unique value is the academic collaboration (coauthor) network. We offer a comprehensive database of the collaboration network among marketing scholars over the last 40 years (available at http://mktsci. pubs. informs. org). Based on the ProQuest database, it documents the social collaboration among researchers in dozens of the leading marketing journals, enabling us to create networks of active marketing researchers. Unlike most of the published academic collaboration research, our database is dynamic and follows the evolution of the field over many years. In this paper, we describe the database and point to some basic network descriptives that lead to interesting research questions. We believe this database can be of much value to researchers interested in the evolution of social networks over time, as well as the specific evolution of the marketing discipline
Revista:
MARKETING LETTERS
ISSN:
0923-0645
Año:
2010
Vol.:
21
N°:
2
Págs.:
103 - 120
The academic literature on the growth acceleration of new products presents a paradox. On the one hand, the diffusion literature concludes that more recently introduced products show faster diffusion than older ones. On the other hand, technology generation literature argues that growth rate, at least as measured by diffusion parameters, remains constant across generations. We resolve this apparent paradox by testing whether growth acceleration occurs across technology generations while controlling for the passing of time. We check acceleration across 39 distinct technology generations in 12 product markets. The results show that intergeneration acceleration occurs in time to takeoff but not with respect to diffusion parameters (i. e., p and q). We show that takeoff acceleration is mostly driven by technology vintage (i. e., the passage of time) rather than generational shifts. Thus, time is a factor that accelerates early growth, but generational shifts do not. This result also holds when controlling for the effects of market vintage when the market is either business-to-business or business-to-consumer as well as when the technology is process-or product-based
Revista:
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
ISSN:
0167-8116
Año:
2010
Vol.:
27
N°:
2
Págs.:
161 - 163