Marketing Science articles from May 2007

Marketing Science archives from May 2007

Erratum.(Correction notice)
May 1, 2007... In the March-April 2007 issue of Marketing Science, Vol. 26, No. 3, two errors occurred in "Bayesian Estimation of Bid Sequences in Internet Auctions Using a Generalized Record-Breaking Model" by Eric T. Bradlow and Young-Hoon Park, pp....

Thanks to the many individuals who make publication of Marketing Science possible.(Marketing Science )(Editorial)
May 1, 2007... Announcements and Journal Statistics Marketing Science continues as a bimonthly journal. We are planning a greatest-hits issue and implementing the data report later this year. During the transition from quarterly to bimonthly publication,...

Performance regimes and marketing policy shifts.
May 1, 2007... Even in mature markets, managers are expected to improve their brands' performance year after year. When successful, they can expect to continue executing on an established marketing strategy. However, when the results are disappointing, a...

Designing price contracts for boundedly rational customers: does the number of blocks matter?
May 1, 2007... When designing price contracts, one of the major questions confronting managers is how many blocks there should be in the contract. We investigate this question in the setting of a manufacturer-retailer dyad facing a linear deterministic...

Deconstructing each item's category contribution.
May 1, 2007... Retailers and manufacturers believe that the mere presence of certain items in a retail assortment increases the sales volume of the whole assortment. This paper provides an empirical study of the role of every item in an assortment. Our...

Adaptive idea screening using consumers.
May 1, 2007... Following a successful idea generation exercise, a company might easily be left with hundreds of ideas generated by experts, employees, or consumers. The next step is to screen these ideas and identify those with the highest potential. In this...

Myopic marketing management: evidence of the phenomenon and its long-term performance consequences in the SEO context.(seasoned equity offering)
May 1, 2007... Managers often have incentives to artificially inflate current-term earnings by cutting marketing expenditures, even if it comes at the expense of long-term profits. Because investors rely on current-term accounting measures to form...

Representation and inference of lexicographic preference models and their variants.
May 1, 2007... The authors propose two variants of lexicographic preference rules. They obtain the necessary and sufficient conditions under which a linear utility function represents a standard lexicographic rule, and each of the proposed variants, over a...

New product diffusion with influentials and imitators.
May 1, 2007... We model the diffusion of innovations in markets with two segments: influentials who are more in touch with new developments and who affect another segment of imitators whose own adoptions do not affect the influentials. This two-segment...

Modeling page views across multiple websites with an application to Internet reach and frequency prediction.
May 1, 2007... In this study, we develop a multivariate generalization of the negative binomial distribution (NBD). This new model has potential application to situations where separate NBDs are correlated, such as for page views across multiple websites. In...

Mean-centering does not alleviate collinearity problems in moderated multiple regression models.
May 1, 2007... The cross-product term in moderated regression may be collinear with its constituent parts, making it difficult to detect main, simple, and interaction effects. The literature shows that mean-centering can reduce the covariance between the...