Marketing Science articles from January 2005

Marketing Science archives from January 2005

Marketing science--growth and evolution.(Editorial)(Editorial)
January 1, 2005... In June of 2004, this committee unanimously and enthusiastically recommended to the INFORMS Publications Committee that Prof. Steven M. Shugan be reappointed as Editor in Chief for Marketing Science. The committee further recommended that...

Comments on competitive responsiveness.(Editorial)
January 1, 2005... Marketing Science features many and diverse articles that analyze competitive responsiveness. Although recent Marketing Science editorials (e.g., Shugan 2002) suggest that competitive responsiveness is only a part of a comprehensive competitive...

Competitive responsiveness.(Editorial)(Editorial)
January 1, 2005... Key words: marketing strategy; competitive strategy; game theory; competitiveness Marketing strategy and tactics depend on the firm's strengths and weaknesses, including marketing activities relative to those of current and potential...

Predicting competitive response to a major policy change: combining game-theoretic and empirical analyses.
January 1, 2005... This research uses Procter & Gamble's value pricing initiative as a context for testing whether actual competitor and retailer response to a major policy change can be predicted using a game-theoretic model. We first estimate demand functions...

Planning marketing-mix strategies in the presence of interaction effects.
January 1, 2005... Companies spend millions of dollars on advertising to boost a brand's image and simultaneously spend millions of dollars on promotion that many believe calls attention to price and erodes brand equity. We believe this paradoxical situation...

Competitive reactions to advertising and promotion attacks.
January 1, 2005... How do competitors react to each other's price-promotion and advertising attacks? What are the reasons for the observed reaction behavior? We answer these questions by performing a large-scale empirical study on the short-run and long-run...

Competitor see, competitor do: incumbent entry in new market niches.
January 1, 2005... The ability to keep up with changing technology is critical for a company's long-term survival. However, companies have to balance the risk of rushing into new areas and potentially cannibalizing their existing business against the risk of...

Strategic pricing and detailing behavior in international markets.
January 1, 2005... We study three determinants of the levels of price and detailing effort across geographic markets: the within-market response to each variable, the nature of interfirm strategic interactions both within that market and across markets. We...

Differences in dynamic brand competition across markets: an empirical analysis.
January 1, 2005... We investigate differences in the dynamics of marketing decisions across geographic markets empirically. We begin with a linear-quadratic game involving forward-looking firms competing on prices and advertising. Based on the corresponding...

Time-varying competition.
January 1, 2005... Normative models typically suggest that prices rise in periods of high demand and cost. However, in many markets, prices fall when demand or costs rise. This inconsistency occurs because the normative models assume that competitive intensity...

A general theory of pass-through in channels with category management and retail competition.
January 1, 2005... I provide a general formulation of the channel pass-through problem as a comparative static of the retail price equilibrium, and I analyze the impact of category management and retail competition on pass-through, focusing on brand and retailer...

Own-brand and cross-brand retail pass-through.
January 1, 2005... In this paper we describe the pass-through behavior of a major U.S. supermarket chain for 78 products across 11 categories. Our data set includes retail prices and wholesale prices for stores in 15 retail price zones for a one-year period. For...

Reasoning about competitive reactions: evidence from executives.
January 1, 2005... Much of the empirical research on competitive reactions describes how or why rivals react to a firm's past actions, but stops short of examining whether managers attempt to predict such reactions, which we call strategic competitive reasoning....

A prelaunch diffusion model for evaluating market defense strategies.
January 1, 2005... This paper describes the development and application of a marketing model to help set an incumbent's defensive marketing strategy prior to a new competitor's launch. The management problem addressed is to assess the market share impact of a new...

Research issues at the boundary of competitive dynamics and market evolution.
January 1, 2005... Building on the observation that competitive dynamics and market evolution are inextricably linked and underresearched, we propose a road map to guide and stimulate future research in the area. A number of rationales have been proposed to...