Marketing Science articles from September 2005

Marketing Science archives from September 2005

Marketing and designing transaction games.(Editorial)
September 22, 2005... Past research reveals an extraordinary number and variety of transaction games, often with different rules. For example, buy and sell offers can be take-it-or-leave-it, irrevocable, of limited duration, negotiable, contingent on events, et...

Cheap talk and bogus network externalities in the emerging technology market.
September 22, 2005... Many emerging technologies exhibit path-dependent demands driven by positive network feedback. Such network effects profoundly impact marketing strategists' thinking in today's network economy. However, the significant network externalities...

Dual emphasis and the long-term financial impact of customer satisfaction.
September 22, 2005... This paper draws on the quality profitability emphasis framework of Rust, Moorman, and Dickson (2002) (Rust, Roland T., Christine Moorman, Peter R. Dickson. 2002. Getting returns from service quality: Revenue expansion, cost reduction, or both....

Generic and brand advertising strategies in a dynamic duopoly.
September 22, 2005... To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the...

Customized products: a competitive analysis.
September 22, 2005... This paper investigates the competitive market for mass-customized products. Competition leads to surprising conclusions: Manufacturers customize only one of a product s two attributes, and each manufacturer chooses the same attribute....

Globalization of authorship in the marketing discipline: does it help or hinder the field?
September 22, 2005... Marketing scholars have reflected upon the marketing discipline's internal evolution before. However, no prior study has assessed the globalization of authorship in our discipline, let alone assessed its consequences for the field. This paper...

Prediction in marketing using the support vector machine.
September 22, 2005... Many marketing problems require accurately predicting the outcome of a process or the future state of a system. In this paper, we investigate the ability of the support vector machine to predict outcomes in emerging environments in marketing,...

The effect of product assortment changes on customer retention.
September 22, 2005... This research investigates the impact of a large-scale assortment reduction on customer retention, utilizing a model we develop to explore the effect on sales at both the store level and the category level simultaneously. We apply our model to...

Understanding geographical markets of online firms using spatial models of customer choice.(geographical markets)
September 22, 2005... As the online channel matures, many firms are finding that an understanding of how their online customers' preferences and choices vary across geographical markets can be very useful. In this paper, we propose a spatial multinomial model of...

The lead-lag puzzle of demand and distribution: a graphical method applied to movies.
September 22, 2005... Understanding the lead-lag relationship between distribution and demand is an important and challenging issue for all marketers. It is particularly challenging in the movie industry, where the very short lifespan and decaying revenue and...