Marketing Commons^™

Bridging The Data Divide Between Practitioners And Academics: Approaches To Collaborating Better To Leverage Each Other's Resources, Sabine Benoit, Sonja Klose, Jochen Wirtz, Tor Wallin Andreassen, Timothy L. Keininghas

Research Collection Lee Kong Chian School Of Business

Purpose: Organizations (data gatherers in the context) drown in data while at the same time seeking managerially relevant insights. Academics (data hunters) have to deal with decreasing respondent participation and escalating costs of data collection while at the same time seeking to increase the managerial relevance of their research. The purpose of this paper is to provide a framework on how, managers and academics can collaborate better to leverage each other's resources. Design/methodology/approach: This research synthesizes the academic and the managerial literature on the realities and priorities of practitioners and academics with regard to data. Based on the literature, reflections …

The Who, Where, What, How And When Of Market Entry, Gideon Markman, Peter Gianiodis, G. Tyge Payne, Christopher Tucci, Igor Filatotchev, Reddi Kotha, Eric Gedajlovic

Research Collection Lee Kong Chian School Of Business

This introductory, along with the eight articles contained within this Special Issue, highlights and brings greater clarity to entrant-incumbent interactions and to firm movement – when entrants traverse market territories for the creation and/or delivery of offerings, where ‘markets’ include service or product categories, technology or resource spaces, industries, sectors and/or geographies. Collectively, this Special Issues explains that firm movement across market boundaries is highly consequential, influencing resource-capability mixes inside firms, interfirm relations, market logic and industry value chains, and of course, people, communities and even nations. Specifically, we develop a field-wide perspective of market entry by expanding on the …

When "More" Seems Like Less: Differential Price Framing Increases The Choice Share Of Higher-Priced Options, Thomas Allard, David J. Hardisty, Dale Griffin

Research Collection Lee Kong Chian School Of Business

Four experiments supported by six supplemental studies show that premium but higher-priced products (e.g., direct flights, larger-capacity data storage devices) are more popular when the additional cost is made explicit using differential price framing (DPF; e.g., "for $20 more") rather than being left implicit, as in standard inclusive price framing (IPF; e.g., "for $60 total"). The DPF effect is driven by pricing focalism: relative to IPF, DPF creates a focus on the price difference, which, because it is smaller than the total price, leads to lower perceived expensiveness and thus greater choice share for the premium option. This price framing …

Marketing: It’S All About The Experience, Singapore Management University

Perspectives@SMU

Experiential marketing delivers high recall. You can now even do it with blockchain

When Individual Goal Pursuit Turns Competitive: How We Sabotage And Coast, Szu-Chi Huang, Stephanie C. Lin, Ying Zhang

Research Collection Lee Kong Chian School Of Business

People working toward individual goals often find themselves surrounded by others who are pursuing similar goals, such as at school, in fitness classes, and through goal-oriented network devices like Fitbit. This research explores when these individual goal pursuits can turn into competitions, why it happens, and the downstream consequences of this pseudo-competition on goal pursuers. We found that people were more likely to treat their goal pursuit as a competition when they were near the end (vs. at the beginning) of their individual goal and thus prioritized relative positional gain (i.e., performing better than others sharing similar pursuits) over making …

The Perception Of Variety, Singapore Management University

Perspectives@SMU

CUHK research shows that superficial features such as readability can influence variety perceptions

Location, Location, Location? Not Any More, Singapore Management University

Perspectives@SMU

The retail industry faces a future where convenience and value-added services will be the deciding factors

Retail Format Selection In On-The-Go Shopping Situations, Sabine Benoit, Heiner Evanschitzky, Christoph Teller

Research Collection Lee Kong Chian School Of Business

Consumers patronize different store formats to purchase products. Prior literature describes store and format choices for big, multi-item shopping baskets, but limited insights determine consumers' unique shopping routines when they seek to buy just one or a few items while on the go. Such shopping situations might affect consumers' format selections for both search and experience goods. This study uses multi-attribute utility theory to develop a framework, tested with a scenario-based experiment. For search goods, a format's economic utility (price level, speed) is more important; its functional utility (quality, variety) and psychological utility (atmosphere, service) become less important considerations. Furthermore, …

Securing The Corporate Sustainability Advantage, Havovi Joshi

Asian Management Insights

The UN Global Compact is the largest sustainable business initiative in the world, with more than 70 local chapters that work with close to 10,000 companies, large and small, across the world. With 3,000 stakeholders, we are a true multi-stakeholder initiative. We were founded 19 years back by former UN Secretary-General, Kofi Annan, with a view to giving the organisation a human face. So Mr. Annan put forward Ten Principles relating to UN conventions—spanning human rights, labour, environment and anti-corruption. These principles constitute the foundation of what we think of as corporate sustainability, and all companies that join the UN …

Profit People And Planet, Havovi Joshi

Asian Management Insights

On behalf of the Editorial Board of Asian Management Insights, its authors and readers, I would like to thank our outgoing Editor-in-Chief, Dr Philip Zerrillo, who founded the magazine and invested signifi cant efforts to advance its profi le these past five years.

Empirical Investigation Of Digital Strategies In Online Retail, Yong Chin Tan

Dissertations and Theses Collection (Open Access)

This dissertation examines digital strategies used by online retailers to engage customers and increase sales. The first essay investigates the impact of offering incentives to recapture lost sales from abandoned online shopping carts (i.e., customers adding items to their carts, but leaving without purchasing). Collaborating with an online fashion retailer, I conducted a randomized field experiment by manipulating the presence of incentives in recovery interventions. Findings reveal that incentives facilitate purchase conversion, but responsiveness to the incentives differs across various customer and cart characteristics.

In the second essay, I explore how retailers can leverage Augmented Reality (AR), a technology that …

Information Sampling, Judgment And The Environment: Application To The Effect Of Popularity On Evaluations, Gaël Le Mens, Jerker Denrell, Balázs Kovacs, Hülya Karaman

Research Collection Lee Kong Chian School Of Business

If people avoid alternatives they dislike, a negative evaluative bias emerges because errorsof under-evaluation are unlikely to be corrected. Prior work that analyzed this mechanismhas shown that when the social environment exposes people to avoided alternatives (i.e. itmakes them resample them), then evaluations can become systematically more positive. In this paper, we clarify the conditions under which this happens. By analyzing a simple learning model, we show that whether additional exposures induced by the social environment lead to more positive or more negative evaluations depends on how prior evaluations and the social environment interact in driving resampling. We apply these …

Financial Market Implications Of Marketing Actions And The Disclosure Of Marketing Information, Sungkyun Moon

Dissertations and Theses Collection (Open Access)

This dissertation contributes to marketing literature by examining the effects of marketing actions and the disclosure of marketing information through the financial market perspective that has high managerial relevance and policy implications. Specifically, the first essay provides the first empirical examination of the effects of the disclosure of advertising spending on investors’ and analysts’ uncertainty. It is responsive to calls by Marketing Science Institute and Marketing Accountability Standard Board to examine the consequences of disclosure of marketing metrics. The second essay examines the effect of advertising spending on firm value and explores firm and market level contingency effects. By doing …

Do Mobile Banner Ads Increase Sales? Yes, In The Offline Channel, Ernst C. Osinga, Menno Zevenbergen, Mark W. G. Van Zuijlen

Research Collection Lee Kong Chian School Of Business

Firms allocate increasingly large budgets to mobile banner advertising. Yet, existing research paid only scant attention to the sales effects of mobile banner ads. In this paper, we fill this gap by determining the offline and online sales impact of a large-scale mobile banner advertising campaign. As part of a geographical field experiment, over 3.5 million mobile banner ads were served to a predetermined geographical area. We determine the offline and online sales effects of the mobile banner ad campaign by analyzing twenty months of sales data for regions covering the entire country of the Netherlands. Relying on a difference-in-difference …

How Some New Products Succeed While Others Flop, Singapore Management University

Perspectives@SMU

The Ford Edsel, the Apple Newton and New Coke are all well-known examples of product launch failures.

Support For Resettling Refugees: The Role Of Fixed Versus Growth Mind-Sets, Shilpa Madan, Shankha Basu, Aneeta Rattan, Krishna Savani

Research Collection Lee Kong Chian School Of Business

In six studies (N = 2,340), we identified one source of people’s differential support for resettling refugees in their country—their beliefs about whether the kind of person someone is can be changed (i.e., a growth mind-set) or is fixed (i.e., a fixed mind-set). U.S. and UK citizens who believed that the kind of person someone is can be changed were more likely to support resettling refugees in their country (Studies 1 and 2). Study 3 identified a causal relationship between the type of mind-set people hold and their support for resettling refugees. Importantly, people with a growth mind-set were more …

Luxury Branding For Asia, Singapore Management University

Perspectives@SMU

Asian brands must aim to be aspirational; having employees who really understand the brand is crucial

“Woke” Advertising And The Best Men Can Be, Singapore Management University

Perspectives@SMU

Gillette’s latest ad has generated lots of conversation. But has the world’s largest shaving products brand lost more than it has gained?

Perceived Product Creativity And Mental Contrasting: Desired Future On Consumers’ Product Replacement Decisions, Yong Seok Sohn, Kun Woo Yoo, Jin K. Han

Research Collection Lee Kong Chian School Of Business

Consumers often imagine what it would be like to own a new product. Does engaging in such thoughts on desired future impact consumers’ purchase intentions, and if so, what is the underlying process? This study sets out to investigate the posed questions by assessing self-regulatory strategies consumers employ upon pondering on a desired future. Based on Oettingen’s fantasy realization model, the authors take a comparative approach of two modes on desired future—mental contrasting and indulging—en route to purchase intentions. In mental contrasting, an individual juxtaposes a desired future with his/her present reality, whereas, indulging is simply envisioning a desired future. …

Managing Patient Expectations Through Understanding Health Service Experiences, Benedetta Crisafulli, Mohammad Wasil, Jaywant Singh, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

The ever-increasing demand for health care services, together with heightened expectations for quality care, continue to put pressures on health care professionals. In this editorial, we introduce our perspective on managing patient expectations through gaining research insights on health service experiences of patients and their support network. Drawing upon research from social psychology, we examine the types of threat that typically confront patients during health care service experiences, and their subsequent coping strategies. We call for enhanced focus on social science research for effective delivery of high-quality health care services.

Professionalism Kills The Trading Star: Explaining Member Participation In Trading Communities, Sabine Benoit, Jens Hogreve, Christina Sichtmann, Nicola Bilstein

Research Collection Lee Kong Chian School Of Business

Trading communities provide non-commercial members with an online platform on which to exchange goods. Its success depends on member participation; however, little is known about its drivers. Based on literature we identify five drivers. To capture their impact over time,we test a latent growth curve model with longitudinal data, comparing the effects at an initial point of time with their impact on the growth of member participation over three subsequent periods. The results show that providers’ responsiveness and community identification have a positive effect on the initial level, but not on growth. Members’ enjoyment has no level effect, but a …

S-D Logic-Informed Customer Engagement: Integrative Framework, Revised Fundamental Propositions, And Application To Crm, Linda D. Hollebeek, Rajendra K. Srivastava, Tom Chen

Research Collection Lee Kong Chian School Of Business

Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE …

Men’S Cosmetics: Challenging Conventional Marketing Wisdom, Dae Ryun Chang

Asian Management Insights

The marketing of men’s cosmetics is challenging conventional wisdom in Asia.

Men and beauty seem to be two contradictory domains because we often rely on an outdated assumption that men only want to appear manly and nothing more. The reality for modern men, however, is significantly different from that perception.

The Transformation Of Globe Telecom, Havovi Joshi, Christopher Dula, Philip Zerrillo

Research Collection Lee Kong Chian School Of Business

Redefining telecommunications in the Philippines. Globe Telecom—a major telecommunications service provider in the Philippines—had a long, pioneering history in the communications business. Incorporated in 1935, it was the first international wireless communications company connecting the Philippines to the rest of the world.

What's In A Name? The Impact Of Subcategory Salience On Value Perception And Upgrade Intention For Multicategory Products, Jin K. Han, Seh-Woong Chung, Yong Seok Sohn

Research Collection Lee Kong Chian School Of Business

Despite many convergence products rapidly approaching market saturation, academic research yet lags behind with the focus still on the primary demand in the introduction stage. The authors close this gap by focusing on how the labeling of convergence products may impact on value perception and upgrade intentions for these products. Convergence products, which combine multiple categories of products into a single device, create a unique naming dilemma for manufacturers and retailers: Whether to opt for (a) a subordinate label—a lower‐level descriptor or name that embodies its subcategory elements (e.g., smartphone or Apple’s iPhone) or (b) a superordinate label—a higher‐level descriptor …

An Exploratory Study Of How To Navigate Brand Management And Improve Sales Performance Through Control Policies, Pavuth Sriaranyakul

Dissertations and Theses Collection (Open Access)

The aim of this study was to examine the effects of alcohol and tobacco control policies on sales performance when two central elements of marketing, communication and promotion programs, are significantly restricted. The study took place in Thailand, which has some of the strongest tobacco control regulations in the world, along with moderately strong alcohol control regulations. Under these regulations, tobacco firms operate in a dark market, with near-total regulatory prohibition on advertising, promotion, and even the display of their products. Alcohol firms operate in a less restrictive or “grey” market, as they face restrictions on advertising and promotion content, …

Impact Of Culture On The Pursuit Of Beauty: Evidence From Five Countries, Shilpa Madan, Shankha Basu, Ng Lim, Elison Ai Ching Lim

Research Collection Lee Kong Chian School Of Business

Human beings have always coveted beautiful objects, but the desire to look good is reaching new heights worldwide. Although the pursuit of beauty appears universal, industry evidence suggests that it is particularly strong in Asia. This research examines the effect of culture on the pursuit of beauty. Three studies provide converging evidence that interdependent self-construal increases the likelihood of using appearance-enhancing products. Study 1 operationalizes culture through nationality and self-construal and shows that Easterners (more interdependent) are more likely to use appearance-enhancing products than Westerners (less interdependent). This use is driven by interdependents’ tendency to conform to societal norms, which …

Future Scenarios Of The Collaborative Economy: Centrally Orchestrated, Social Bubbles Or Decentralized Autonomous?, Julia A. Fehrer, Sabine Benoit, Lerzan Aksoy, Thomas L. Baker, Simon J. Bell, Roderick J. Brodie, Malliga Marimuthu

Research Collection Lee Kong Chian School Of Business

Purpose: The collaborative economy (CE), and within it, collaborative consumption (CC) has become a central element of the global economy and has substantially disrupted service markets (e.g. accommodation and individual transportation). The purpose of this paper is to explore the trends and develop future scenarios for market structures in the CE. This allows service providers and public policy makers to better prepare for potential future disruption. Design/methodology/approach: Thought experiments - theoretically grounded in population ecology (PE) - are used to extrapolate future scenarios beyond the boundaries of existing observations. Findings: The patterns suggested by PE forecast developmental trajectories of CE …

Operating A Digital Marketing Agency Out Of China, Singapore Management University

Perspectives@SMU

Mobile Now has to contend with the Great Firewall of China but the opportunities for growth outweigh the technical obstacles

Motivations To Engage In Word Of Mouth From Non-Market Participants: A Study Using Automotive Business As The Field Of Investigation, Yao Han Kwan

Dissertations and Theses Collection (Open Access)

Word of mouth (WOM) can have significant impacts on businesses. Positive WOM can go a long way in helping to grow a brand while negative WOM may cause considerable damages. Managers have constantly attempted to actively manage WOM but often find it difficult to control. Extensive academic research has also been conducted in this field, with a significant amount of literature built up over the last few decades. The advent of the Internet, social media and consequently electronic WOM (eWOM) further intensified practice and research interest in this area.

Despite decades of research and managerial precepts about WOM, the full …