Marketing Science articles from September 2004

Marketing Science archives from September 2004

The impact of advancing technology on marketing and academic research.(Editorial)
September 22, 2004... Academic research in marketing often and rightfully tends to either build on well-established past research topics or follow well-established practices in industry. However, as technology advances, it might be possible to foresee some more...

An empirical analysis of territorial encroachment within franchised and company-owned branded chains.
September 22, 2004... Franchisees within large branded chains loudly complain of a form of channel conflict known as "encroachment" or "impact." Encroachment occurs when franchisors add new units of their brand proximately to their franchisees' existing units....

Buyer search costs and endogenous product design.
September 22, 2004... Buyer search costs for price are changing in many markets. Through a model of buyer and seller behavior, I consider the effects of changing search costs on prices both when product differentiation is fixed and when it is endogenously determined...

Market roll-out and retailer adoption for new brands.
September 22, 2004... This paper proposes a descriptive model of the spatial and temporal evolution of retail distribution for new packaged goods. The distribution model postulates separate processes for local market entry by manufacturers, and adoption by retailers...

Multicollinearity and measurement error in structural equation models: implications for theory testing.
September 22, 2004... The literature on structural equation models is unclear on whether and when multicollinearity may pose problems in theory testing (Type II errors). Two Monte Carlo simulation experiments show that multicollinearity can cause problems under...

Social contagion and income heterogeneity in new product diffusion: a meta-analytic test.
September 22, 2004... Standard diffusion models capture social contagion only coarsely and do not allow one to operationalize different contagion mechanisms. Moreover, there is increasing skepticism about the importance of contagion and, as has long been known,...

Using online conversations to study word-of-mouth communication.
September 22, 2004... Managers are very interested in word-of-mouth communication because they believe that a product's success is related to the word of mouth that it generates. However, there are at least three significant challenges associated with measuring word...

Customizing promotions in online stores.
September 22, 2004... The main objective of this paper is to provide a decision-support system of micro-level customized promotions, primarily for use in online stores. Our proposed approach utilizes the one-on-one and interactive nature of the Internet shopping...

Modeling online browsing and path analysis using clickstream data.
September 22, 2004... Clickstream data provide information about the sequence of pages or the path viewed by users as they navigate a website. We show how path information can be categorized and modeled using a dynamic multinomial probit model of Web browsing. We...

How dynamic consumer response, competitor response, company support, and company inertia shape long-term marketing effectiveness.
September 22, 2004... Long-term marketing effectiveness is a high-priority research topic for managers, and emerges from the complex interplay among dynamic reactions of several market players. This paper introduces restricted policy simulations to distinguish four...

Do returns policies intensify retail competition?
September 22, 2004... The paper "Manufacturer's Returns Policies and Retail Competition" by Padmanabhan and Png (1997) argues that returns policies intensify retail competition and therefore raise the manufacturer's profits. They reach that result through a...

Reply to "do returns policies intensify retail competition?".
September 22, 2004... Returns policies are common in many sectors of retail distribution. Padmanabhan and Png (1997) showed that with demand uncertainty, a returns policy could improve manufacturer profitability under certain conditions. Wang (2004) showed that...

Advertising in a distribution channel.
September 22, 2004... Conventional wisdom suggests that one of the goals of manufacturer advertising is to reduce the cross-price elasticity between products (make one's own and rivals' products appear to be less substitutable in the eyes of consumers). Conventional...