Marketing Science articles from March 2004

Marketing Science archives from March 2004

Consulting, research, and consulting research.(Editorial)
March 22, 2004... Consulting and scholarly research often have very different objectives with respect to advancements in practice, theory, and observation (e.g., data collections). For example, consulting often emphasizes immediate benefits, specialized...

The inaugural ISMS Practice Prize Competition.(INFORMS Society for Marketing Science)
March 22, 2004... ISMS Practice Prize Competition Chairman Gary L. Lilien: "Special Section Introduction by the ISMS Practice Prize Competition Chairman" Finalists Joseph A. Foster, Peter N. Golder, Gerard J. Tellis: "Predicting Sales Takeoff for...

Predicting sales takeoff for Whirlpool's new Personal Valet.
March 22, 2004... The introduction of really new products creates many dilemmas for managers. Initially, they must develop a launch strategy in the face of great uncertainty about the product's potential. After launch, they need guidance about whether to pull...

Implementing a prelaunch diffusion model: measurement and management challenges of the Telstra switching study.
March 22, 2004... This paper describes the challenge of applying a marketing science model in practice and the benefits from doing so. There have been many tools developed in marketing science, but their use and impact have often been disappointing (e.g., see...

The 2003 ISMS practice prize winner: optimizing Rhenania's direct marketing business through Dynamic Multilevel Modeling (DMLM) in a multicatalog-brand environment.(Rhenania)
March 22, 2004... We introduce Dynamic Multilevel Modeling (DMLM) to a multicatalog-brand environment to determine the optimal frequency, size, and customer segmentation of direct marketing activities. This optimization method leverages multicatalog-brand...

Growing, growing, gone: cascades, diffusion, and turning points in the product life cycle.
March 22, 2004... Research on the product life cycle (PLC) has focused primarily on the role of diffusion. This study takes a broader theoretical perspective on the PLC by incorporating informational cascades and developing and testing many new hypotheses based...

"Let me talk to my manager": haggling in a competitive environment.(economic policy)
March 22, 2004... Although negotiating over prices with sellers is common in many markets such as automobiles, furniture, services, consumer electronics, etc., it is not clear how a haggling price policy can help a firm gain a strategic advantage or whether it...

The Additive Risk Model for purchase timing.
March 22, 2004... This paper proposes the Additive Risk Model (ARM), first used by Aalen (1980), to explain households' interpurchase times. Unlike the Proportional Hazard Model (PHM), first proposed by Cox (1972), the ARM incorporates the effects of covariates...

Product strategy for innovators in markets with network effects.
March 22, 2004... This paper examines four alternative product strategies available to an innovating firm in markets with network effects: single-product monopoly, technology licensing, product-line extension, and a combination of licensing and product-line...

Implications of reduced search cost and free riding in e-commerce.
March 22, 2004... This paper examines a market where the provision of information service is costly, but information service has the characteristics of a public good. Consumers, on the other hand, can use the information service to make an informed purchase...

Modeling multiple sources of state dependence in random utility models: a distributed lag approach.
March 22, 2004... We propose a utility-theoretic brand-choice model that accounts for four different sources of state dependence: 1. effects of lagged choices (structural state dependence), 2. effects of serially correlated error terms in the random utility...