Marketing Science articles from June 2005

Marketing Science archives from June 2005

A thanks to the many individuals who make publication of Marketing Science possible.(Editorial)(Editorial)
June 22, 2005... A Personal Note First, on a personal note, this year Marketing Science published a special issue on competitive responsiveness. David J. Reibstein and Dick R. Wittink edited this distinguished special issue. Sadly, Dick tragically died...

The 2004 ISMS Practice Prize Competition.(Brief Article)
June 22, 2005... The 2004 ISMS Practice Prize Competition Chairman Gary L. Lilien, Chairman: "Special Section Introduction: The 2004 ISMS Practice Prize Competition" The 2004 ISMS Practice Prize Winner Andris A. Zoltners, Prabhakant Sinha: "Sales...

Special section introduction: the 2004 ISMS Practice Prize Competition.(The 2004 ISMS Practice Prize Competition Chairman)
June 22, 2005... The two reports and two articles (as well as a Commentary) that follow are the finalists from the 2004 ISMS Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces. Key words:...

Sales territory design: thirty years of modeling and implementation.(The 2004 ISMS Practice Prize Winner)
June 22, 2005... Sales territory alignment is the assignment of accounts and their associated selling activities to salespeople and teams. Models, systems, processes, and wisdom have evolved over 1,500 project implementations for 500 companies with 500,000...

A business school should combine academic research and its application to the real world.(Commentary on the 2004 ISMS Practice Prize Winner)
June 22, 2005... I am pleased to comment on the article by Zoltners and Sinha, which summarizes a very fruitful combination of academics and entrepreneurship. This article illustrates the added value that can occur if academic research is taken to the next...

CHAN4CAST: a multichannel, multiregion sales forecasting model and decision support system for consumer packaged goods.(Practice Prize Article)
June 22, 2005... We discuss the development and implementation of CHAN4CAST, a sales forecasting model, by pack size, category, channel, region, customer account and a Web-based decision support system (DSS) for consumer packaged goods. In addition to capturing...

Attribute drivers: a factor analytic choice map approach for understanding choices among SKUs.(Practice Prize Report)(stock keeping units )
June 22, 2005... We describe the implementation of Attribute Drivers (AD), a flagship panel product of Information Resources Incorporated, at Campbell Soup Company. AD combines the parsimony of a factor analytic choice map approach with the ability to...

Modeling the microeffects of television advertising: which ad works, when, where, for how long, and why?(Practice Prize Report)
June 22, 2005... Most past research has focused on how aggregate advertising works in field settings. However, the information most critical to managers is which ad works, in which medium or vehicle, at what time of the day, at what level of repetition, and for...

Conditioning prices on purchase history.
June 22, 2005... The rapid advance in information technology now makes it feasible for sellers to condition their price offers on consumers' prior purchase behavior. In this paper we examine when it is profitable to engage in this form of price discrimination...

Overchoice and assortment type: when and why variety backfires.
June 22, 2005... Almost universally, research and practice suggest that a brand that increases its product assortment, or variety, should benefit through increased market share. In this paper, we show this is not always the case. We introduce the construct...

Collaborative product and market development: theoretical implications and experimental evidence.
June 22, 2005... In alliances jointly developing product and market, we first investigate how (a) the number of networks competing to develop a product, (b) the number of alternative technology platforms, and (c) market sensitivity to product development...

Generalized robust conjoint estimation.
June 22, 2005... We introduce methods from statistical learning theory to the field of conjoint analysis for preference modeling. We present a method for estimating preference models that can be highly nonlinear and robust to noise. Like recently developed...

Promotion effect on endogenous consumption.
June 22, 2005... Over the years, researchers have found that promotion makes consumers switch brands and purchase earlier or more. However, it is unclear how promotion affects consumption, especially for product categories that are perceived to be versatile and...

Accounting for primary and secondary demand effects with aggregate data.
June 22, 2005... Discrete choice models of aggregate demand, such as the random coefficients logit, can handle large differentiated products categories parsimoniously while still providing flexible substitution patterns. However, the discrete choice assumption...

The targeting of advertising.
June 22, 2005... An important question that firms face in advertising is developing effective media strategy. Major improvements in the quality of consumer information and the growth of targeted media vehicles allow firms to precisely target advertising to...

Optimizing the marketing interventions mix in intermediate-term CRM.
June 22, 2005... We provide a fully personalized model for optimizing multiple marketing interventions in intermediate-term customer relationship management (CRM). We derive theoretically based propositions on the moderating effects of past customer behavior...

Delegating pricing decisions in competitive markets with symmetric and asymmetric information.
June 22, 2005... Delegating pricing decisions to the salesforce has been a salient issue for marketing academics and practitioners. We examine this issue in a competitive market using standard agency theory with symmetric and asymmetric information. Under...

The impact of utility balance and endogeneity in conjoint analysis.
June 22, 2005... Adaptive metric utility balance is at the heart of one of the most widely used and studied methods for conjoint analysis. We use formal models, simulations, and empirical data to suggest that adaptive metric utility balance leads to partworth...

Modeling movie life cycles and market share.
June 22, 2005... We examine box-office sales in the context of a market share model. This is accomplished by developing a combination of a sliding-window logit model and a gamma diffusion pattern in a hierarchical Bayes framework. We show that accounting for...

Erratum.(Correction Notice)
June 22, 2005... The corrected version of Table 2 "Empirical Results" (Gerard J. Tellis, Fred S. Zufryden. 1995. Tackling the retailer decision maze: Which brands to discount, how much, when and why? Marketing Science 14 (3, Part 1 of 2) 271-279) is reprinted...