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Full-Text Articles in Business
Measuring Marketing Productivity: Current Knowledge And Future Directions, Roland T. Rust, Tim Ambler, Gregory S. Carpenter, V. Kumar, Rajendra Kumar Srivastava
Measuring Marketing Productivity: Current Knowledge And Future Directions, Roland T. Rust, Tim Ambler, Gregory S. Carpenter, V. Kumar, Rajendra Kumar Srivastava
Research Collection Lee Kong Chian School Of Business
For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers' credibility, threatened the standing of the marketing function within the firm, and even threatened marketing's existence as a distinct capability within the firm. This article proposes a broad framework for assessing marketing productivity, cataloging what is already known, and suggesting areas for further research. The authors conclude that it is possible to show how marketing expenditures add to shareholder value. The effective dissemination of new methods of assessing marketing productivity …
Integrating Product Platform Development With Supply Chain Configuration In A Global Environment, Soumen Ghosh, Nagesh Murthy, Byung Joon Park
Integrating Product Platform Development With Supply Chain Configuration In A Global Environment, Soumen Ghosh, Nagesh Murthy, Byung Joon Park
Research Collection Lee Kong Chian School Of Business
In this research, we have investigated the interaction between product platform development and supply chain configuration in a global environment. A comprehensive decision support model has been developed to simultaneously determine product strategy and supply chain configuration. By Products we refer to the bundle of module option alternatives offered to market segments, and product platform development is a means of looking for the opportunity of sharing module option alternatives among products. A scenario analysis has been performed to gain insights on how platform development is influenced by market conditions and current supply chain configuration. The analysis shows that different supply …
The Effect Of Competitive Advertising Interference On Sales For Packaged Goods, Andre Bonfrer, Peter J. Danaher, Sanjay K. Dhar
The Effect Of Competitive Advertising Interference On Sales For Packaged Goods, Andre Bonfrer, Peter J. Danaher, Sanjay K. Dhar
Research Collection Lee Kong Chian School Of Business
Competitive advertising interference arises when viewers of advertising for a focal brand are also exposed to advertising messages for competing brands within a short time period, say one week for TV advertising. Although competitive advertising interference has been shown to reduce ad recall and recognition and brand evaluation measures, no studies have examined the impact on sales. In this research we use a market response model of sales for two grocery categories in the Chicago area to investigate possible advertising interference effects. The results show that competitive interference effects are strong. When one or more competing brands advertise in the …
Entry Mode And Performance In A Transitional Economy: A Framework For Foreign-Invested Enterprises In China, Howard Davies, Jin K. Han, Namwoon Kim, Jae H. Pae
Entry Mode And Performance In A Transitional Economy: A Framework For Foreign-Invested Enterprises In China, Howard Davies, Jin K. Han, Namwoon Kim, Jae H. Pae
Research Collection Lee Kong Chian School Of Business
A conceptual framework is developed, bringing together entry mode, the influence of state officials, and the adoption of a customer-driven orientation in order to explain the performance of foreign-invested firms in a transitional economy. The model is tested on a sample of firms in China across eight provinces and cities, spread across the relatively developed South Coast, the Central Belt formed by Shanghai and the Yangzi basin and the less-developed North and West. We find that the decision to enter through a joint venture reduces the customer focus of the enterprise. Contrary to expectation, however, we find no positive relationship …
Challenges To Academic Marketing: Toward The Next Decade, David B. Montgomery
Challenges To Academic Marketing: Toward The Next Decade, David B. Montgomery
Research Collection Lee Kong Chian School Of Business
At the turn of the century and millennium, the Marketing Science Institute and the American Marketing Association undertook in a conference and a special issue of the Journal of Marketing to examine what were seen as fundamental issues and directions for marketing in the dawning millennium. A series of competitively commissioned papers addressed such questions as: How do customers and consumers really behave? How do markets function and evolve? How do firms relate to their markets? And what are the contributions of marketing to organizational performance and societal welfare? These questions were thought to best satisfy the criteria of differentiation, …
Procedural Priming Effects On Spontaneous Inference Formation, Kirmani Amma, Michelle P. Lee, Carolyn Yoon
Procedural Priming Effects On Spontaneous Inference Formation, Kirmani Amma, Michelle P. Lee, Carolyn Yoon
Research Collection Lee Kong Chian School Of Business
Procedural priming refers to how the frequent or recent use of certain cognitive procedures on one task can lead to a greater propensity to use the same procedures on a subsequent task. In this paper, we demonstrate how procedural priming may be used to assess spontaneous inference formation in situations where the inference involves a relationship or rule. We do so in the context of the advertising cost–product quality rule, i.e., that higher advertising expense implies higher product quality. Prior research suggests that underlying the advertising cost–quality rule is a basic human attribution (the effort investment rule) that says, if …