Marketing Science articles from September 2006

Marketing Science archives from September 2006

Erratum.(Correction notice)
September 1, 2006... In the May-June 2006 Issue of Marketing Science, Vol. 25, No. 3, "Incorporating Satisfaction into Customer Value Analysis: Optimal investment in Lifetime Value" by Teck-Hua Ho, Young-Hoon Park, and Yong-Pin Zhou, pp. 260-277, was incorrectly...

Editorial: who is afraid to give freedom of speech to marketing folks?(Editorial)
September 1, 2006... Despite the invaluable contribution of marketing folks (e.g., making markets work), they fail to enjoy the same freedom of speech as others. This fact is particularly egregious because unlike other groups that can use threats, force, or...

Idea generation, creativity, and incentives.(Company overview)
September 1, 2006... Idea generation (ideation) is critical to the design and marketing of new products, to marketing strategy, and to the creation of effective advertising copy. However, there has been relatively little formal research on the underlying incentives...

The value of different customer satisfaction and loyalty metrics in predicting business performance.
September 1, 2006... Managers commonly use customer feedback data to set goals and monitor performance on metrics such as "Top 2 Box" customer satisfaction scores and "intention-to-repurchase" loyalty scores. However, analysts have advocated a number of different...

Effects of brand preference, product attributes, and marketing mix variables in technology product markets.
September 1, 2006... We develop a demand model for technology products that captures the effect of changes in the portfolio of models offered by a brand as well as the influence of the dynamics in its intrinsic preference on that brand's performance. To account for...

Market entry and consumer behavior: an investigation of a Wal-Mart supercenter.(Wal-Mart Stores Inc.)
September 1, 2006... This paper provides an empirical study of entry by a Wal-Mart supercenter into a local market. Using a unique frequent-shopper database that records transactions for over 10,000 customers, we study the impact of Wal-Mart's entry on consumer...

Returns on business-to-business relationship marketing investments: strategies for leveraging profits.
September 1, 2006... Firms invest heavily in different types of business-to-business relationship marketing activities in the belief that such programs bolster their bottom line. In this study, we develop and test a conceptual model that links customer-specific...

Estimating heterogeneous EBA and economic screening rule choice models.(elimination by aspects)
September 1, 2006... Consumer choice in surveys and in the marketplace reflects a complex process of screening and evaluating choice alternatives. Behavioral and economic models of choice processes are difficult to estimate when using stated and revealed...

Absorptive capacity in high-technology markets: the competitive advantage of the haves.
September 1, 2006... The rapid rate of knowledge obsolescence in many high-technology markets makes it imperative for firms to renew their technological bases constantly. Given its critical importance, excellence in renewal of technological base would serve as a...

On customized goods, standard goods, and competition.
September 1, 2006... In this study, we examine firms' incentive to offer customized products in addition to their standard products in a competitive environment. We offer several key insights. First, we delineate market conditions in which firms will (will not)...

A comment on "is having more channels really better? A model of competition among commercial television broadcasters".
September 1, 2006... This paper shows that the analysis of Liu et al. (2004) contains a substantive error--the asserted pure-strategy Nash equilibrium leading to their Theorems 1 and 2 is really not an equilibrium. We show that in their model, either pure-strategy...

A reply to "a comment on 'is having more channels really better? A model of competition among commercial television broadcasters'".
September 1, 2006... Liu et al. [Liu, Y., D. S. Putler, C. B. Weinberg. 2004. Is having more channels really better? A model of competition among commercial television broadcasters. Marketing Sci. 23(1) 120-133] examine the television broadcast industry using a...