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Articles 361 - 390 of 476
Full-Text Articles in Marketing
A Red Devils-Inspired Parallel In The Re-Branding Of Aig?, Knowledge@Smu
A Red Devils-Inspired Parallel In The Re-Branding Of Aig?, Knowledge@Smu
Knowledge@SMU
AIG’s sponsorship of Manchester United has given the insurance giant a big boost in brand visibility. However, before more value can be extracted from the $107 million deal, the financial crisis hit. Coupled with the on-going outrage over AIG’s legal obligations to pay bonuses to the Financial Products division -- the same business unit that caused most of its financial issues, the company is suffering from unprecedented damage to its credibility and branding. Steps are being taken to re-brand the company. How can this be more effective?
India Unleashed, Nirmalya Kumar
India Unleashed, Nirmalya Kumar
Research Collection Lee Kong Chian School Of Business
Corporations in the developed world increasingly see India as a high-growth market and its companies as acquirers of their assets, global competitors, partners for enhancing the competitiveness of their global value chain and a source of new energy and dreams for the world economy. How did this all happen? The author shares the essence of what he learned from 10 trips to India to interview more than 30 CEOs and top executives who are unleashing the new global power of Indian firms.
Consumer Decision Making And Aging: Current Knowledge And Future Directions, Carolyn Yoon, Catherine A. Cole, Michelle P. Lee
Consumer Decision Making And Aging: Current Knowledge And Future Directions, Carolyn Yoon, Catherine A. Cole, Michelle P. Lee
Research Collection Lee Kong Chian School Of Business
We review existing knowledge about older consumers and decision making. We develop a conceptual framework that incorporates the notion of fit between individual characteristics, task demands and the contextual environment. When the fit is high, older consumers use their considerable knowledge and experience to compensate for the impact of any age-related changes in abilities and resources. When the fit is relatively low, older consumers feel increased need to adapt their decision making processes. We discuss these consumer adaptations and propose a number of research questions related to the processes underlying them in order to contribute to a better understanding of …
When Income Matters: Customers Evaluation Of Shopping Malls' Hedonic And Utilitarian Orientations, Thomas Allard, Barry J. Babin, Jean-Charles Chebat
When Income Matters: Customers Evaluation Of Shopping Malls' Hedonic And Utilitarian Orientations, Thomas Allard, Barry J. Babin, Jean-Charles Chebat
Research Collection Lee Kong Chian School Of Business
This study, based on 772 shopper's interviews in two shopping malls, establishes that malls can achieve differentiation from their competitors through the pursuit of singular orientations following the hedonic and utilitarian dimensions of shopping. Furthermore, perceived differentiation from competitors is found to positively influence customers’ attachment to the mall, a determining factor in the mall's evaluation. Interestingly, mall's orientation related to hedonic elements was found appealing by all subjects, although slightly more by those with lower income. However, utilitarian orientation appeared strictly effective on those with higher income. Theoretical and managerial implications along with limitations are discussed.
Decision Support Models For Movies: Making Science Out Of An Art, Knowledge@Smu
Decision Support Models For Movies: Making Science Out Of An Art, Knowledge@Smu
Knowledge@SMU
Can movie exhibitors, distributors and producers predict box office earnings apart from opening numbers, some good hunches, and a lot of luck? At a recent seminar on ‘Researching the Entertainment Industry’ at the Singapore Management University, Josh Eliashberg, Wharton professor of marketing and operations and information management, presented a set of decision support tools developed with an international team of researchers, which could help “to make a science out of an art”.
Defensive Relationship Marketing: Avoiding Decreasing Sales From Customers In Consumer Goods Mass Markets, Sabine Moeller, Martin Fassnacht, Sonja Klose
Defensive Relationship Marketing: Avoiding Decreasing Sales From Customers In Consumer Goods Mass Markets, Sabine Moeller, Martin Fassnacht, Sonja Klose
Research Collection Lee Kong Chian School Of Business
Enhancing customers' positive attitude towards a company does not exploit the whole potential of what can be done to increase sales. A more defensive approach focuses on the avoidance of customers' negative attitudes and behavior of withdrawal. Since research on this approach is scarce we aim to contribute by developing a model of how retailers can avoid decreasing sales in consumer goods mass markets. According to our aim we focus on customers who have already begun to decrease their sales. Our results show that core performance and trust in the future performance are the silver bullets to avoid decreasing sales.
Marketing Strategy And Wall Street: Nailing Down Marketing's Impact, Dominique M. Hanssens, Roland T. Rust, Rajendra Kumar Srivastava
Marketing Strategy And Wall Street: Nailing Down Marketing's Impact, Dominique M. Hanssens, Roland T. Rust, Rajendra Kumar Srivastava
Research Collection Lee Kong Chian School Of Business
Stock prices are based in large part on corporate financial statements, augmented by analysis by stock analysts. The ultimate goal of any marketing expenditure should be to increase the value of the firm, but the road from marketing expenditure to stock price is usually circuitous. This is because marketing’s path to financial impact is through revenues, and the road to revenues runs through the customer.
The Ceo's Marketing Manifesto, Nirmalya Kumar
The Ceo's Marketing Manifesto, Nirmalya Kumar
Research Collection Lee Kong Chian School Of Business
CEOs are frustrated by marketing's inability to deliver results. Has the profession lost its relevance? It is argued that, while the function of marketing has lost ground, the importance of marketing as a mind-set geared toward customer focus has gained momentum. Here we challenge marketers to change their role from tactical implementers of traditional marketing functions - the tactical 4 P's - to orchestrating organization-wide, transformational initiatives aimed at profitably delivering value to customers.
Customer Integration: A Key To An Implementation Perspective Of Service Provision, Sabine Moeller
Customer Integration: A Key To An Implementation Perspective Of Service Provision, Sabine Moeller
Research Collection Lee Kong Chian School Of Business
A paradigm shift in marketing seems to be underway. Inspired by Vargo and Lusch's (2004a) proposal of service dominant logic, customer integration is proposed as a key component of marketing. Three stages of service provision are identified: facilities, transformation. and usage. The stages differ in terms of resource origin (company or customer), autonomy of decision-making (integrative or autonomous), and value (potential value, value-in-transformation. and value-in-use). These perspectives, which are synthesized in the study framework, shed light on the process of service provision and direct or indirect knowledge application (Vargo and Lusch 2004a). The author aims to show that in the …
Book Review: Kfc In China: Secret Recipe For Success By Warren Liu, Knowledge@Smu
Book Review: Kfc In China: Secret Recipe For Success By Warren Liu, Knowledge@Smu
Knowledge@SMU
Colonel Harland Sanders, founder of Kentucky Fried Chicken, did not always enjoy the red carpet treatment in his two decades in China. The American fast food chain -- whose trademark Colonel is sometimes mistaken for Uncle Sam -- had to brave outbursts of Chinese nationalism, a food safety crisis and, sometimes, corrupt employees, according to Warren Liu, author of a new book, KFC in China: Secret Recipe for Success.
Real-Time Evaluation Of Email Campaign Performance, Andre Bonfrer, Xavier Dreze
Real-Time Evaluation Of Email Campaign Performance, Andre Bonfrer, Xavier Dreze
Research Collection Lee Kong Chian School Of Business
We develop a testing methodology that can be used to predict the performance of e-mail marketing campaigns in real time. We propose a split-hazard model that makes use of a time transformation (a concept we call virtual time) to allow for the estimation of straightforward parametric hazard functions and generate early predictions of an individual campaign's performance (as measured by open and click propensities). We apply this pretesting methodology to 25 e-mail campaigns and find that the method is able to produce in an hour and fifteen minutes estimates that are more accurate and more reliable than those that the …
Choice Models In Marketing: Economic Assumptions, Challenges And Trends, Chandukala, Sandeep R., Jaehwan Kim, Thomas Otter, Peter E. Rossi, Greg M. Allenby
Choice Models In Marketing: Economic Assumptions, Challenges And Trends, Chandukala, Sandeep R., Jaehwan Kim, Thomas Otter, Peter E. Rossi, Greg M. Allenby
Research Collection Lee Kong Chian School Of Business
Choice Models in Marketing examines recent developments in the modeling of choice for marketing and reviews a large stream of research currently being developed by both quantitative and qualitative researches in marketing. Choice in marketing differs from other domains in that the choice context is typically very complex, and researchers' desire knowledge of the variables that ultimately lead to demand in marketplace. The marketing choice context is characterized by many choice alternatives. The aim of Choice Models in Marketing is to lay out the foundations of choice models and discuss recent advances. The authors focus on aspects of choice that …
Create, Connect, Convince: Jörg Dietzel On Advertising, Branding And Communications, Knowledge@Smu
Create, Connect, Convince: Jörg Dietzel On Advertising, Branding And Communications, Knowledge@Smu
Knowledge@SMU
Advertising veteran, Jörg Dietzel, runs his own company, Jörg Dietzel Brand Consultants, in Singapore and Jakarta. He also teaches classes in branding, advertising and communications at the Singapore Management University, and is currently hosting a four-part TV series, “The Consultant”, produced by Channel News Asia. Knowledge@SMU spoke to Dietzel about his new book, Create l Connect l Convince.
John Davis On Sports Sponsorship And Branding, Knowledge@Smu
John Davis On Sports Sponsorship And Branding, Knowledge@Smu
Knowledge@SMU
Marketing professor John Davis is director of the Centre for Marketing Excellence at the Lee Kong Chian School of Business, Singapore Management University. In his new book, The Olympic Games Effect, to be published by John Wiley in the run up to the Beijing Olympics, Davis examines why companies and even host cities and countries invest so heavily in sports sponsorship and branding. He also offers valuable lessons -- drawn from a rich collection of real-lfe examples -- on the risks involved, and how to maximise returns from these investments should businesses decide to go down this route.
Through The Looking Glass: Singapore’S First Customer Satisfaction Survey, Knowledge@Smu
Through The Looking Glass: Singapore’S First Customer Satisfaction Survey, Knowledge@Smu
Knowledge@SMU
The Institute of Service Excellence (ISES) was established by the Singapore Management University (SMU) and Singapore’s Workforce Development Agency (WDA) in mid-2007. In April 2008, following a survey conducted across various sectors and subsectors, the Institute launched the nation’s first customer satisfaction index, known as the Customer Satisfaction Index of Singapore (CSISG). Singapore scored 68.7 out of 100 in the CSISG, lower than South Korea and the United States which scored 72 and 75 respectively.
Become A Value Merchant, James Anderson, Nirmalya Kumar, James A. Narus
Become A Value Merchant, James Anderson, Nirmalya Kumar, James A. Narus
Research Collection Lee Kong Chian School Of Business
Increasingly held accountable for reducing costs, purchasing and other customer managers don't have the luxury of simply believing suppliers' claims of cost savings. A relatively easy and quick way to obtain savings is for purchasing managers to focus on price and obtain price concessions from suppliers. To enhance their negotiating power, purchasing managers attempt to convince suppliers that their offerings are the same as their competitors, so that they could be easily replaced. In the face of such pressure, suppliers cave in and match competitor prices. Doing business based on demonstrating and documenting superior value is, indeed, a rare commodity. …
Brand Valuation: Why Measuring The Intangibles Makes Business Sense, Knowledge@Smu
Brand Valuation: Why Measuring The Intangibles Makes Business Sense, Knowledge@Smu
Knowledge@SMU
David Haigh, group chief executive of Brand Finance, is a well known author, speaker and authority on brand and intangible asset valuation. Haigh was the featured speaker earlier this year on the topic “Brand Valuation: What does it all mean to companies?” at the Center for Marketing Excellence, Singapore Management University. Haigh spoke to Knowledge@SMU about the concept of brand valuation, how it is carried out, and why companies need to value brands to meet strategic, due diligence and investor relations goals.
Certified Value Sellers, James Anderson, Nirmalya Kumar, James A. Narus
Certified Value Sellers, James Anderson, Nirmalya Kumar, James A. Narus
Research Collection Lee Kong Chian School Of Business
Some companies think that offering deep discounts to buyers is the only way to sell their products in business markets. The authors propose a better way.
Business Market Value Merchants, James Anderson, Nirmalya Kumar, James A. Narus
Business Market Value Merchants, James Anderson, Nirmalya Kumar, James A. Narus
Research Collection Lee Kong Chian School Of Business
To get a fair return on the superior value that their offerings deliver to customers, progressive B-to-B companies transform their sales forces from value spendthrifts into value merchants. These companies foster value merchants in more ways than simply compensating salespeople on profitability. As a result, their salespeople become value merchants, making business with customers more profitable by finding value drains and value leaks--rather than by seeking price cuts to retain or gain business.
International Ad Agencies Early Players In The Globalisation Game, Knowledge@Smu
International Ad Agencies Early Players In The Globalisation Game, Knowledge@Smu
Knowledge@SMU
Long before globalisation became a buzzword, large international advertising agencies had already gone down that road starting in the 1990s by aggressively expanded their domestic and international networks. According to Singapore Management University corporate communications professor Mark Chong, the preference of clients to streamline and integrate their brand communications across countries spurred communication agencies to gain a foothold in the international market under umbrella holding companies rather than individually.
Corporate Entrepreneurship As Resource Capital Configuration In Emerging Market Firms, Daphne W. Yiu, Chung-Ming Lau
Corporate Entrepreneurship As Resource Capital Configuration In Emerging Market Firms, Daphne W. Yiu, Chung-Ming Lau
Research Collection Lee Kong Chian School Of Business
Network-based resource capital such as political capital, social capital, and reputational capital are critical in providing firms with special access to various resources and legitimacy in emerging markets. However, how these generic nonmarket forms of capital are transformed into value-adding, industry-specific, and firm-specific uses, which subsequently enhance firm competitiveness, remained unanswered. Adopting a dynamic capability approach, this paper posits that corporate entrepreneurship performs a unique role of resource capital configuration and transformation in emerging market firms by continuously renewing firm competences so that congruence with the changing environment can be achieved. Building on this conceptualization, we argue that the positive …
Marketing On A Shoestring In Not-For-Profits: No Pain No Gain, Knowledge@Smu
Marketing On A Shoestring In Not-For-Profits: No Pain No Gain, Knowledge@Smu
Knowledge@SMU
Sarah Mavrinac is the founder and president of not-for-profit financial education organisation, aidha, which started operations in January 2007 in Singapore. aidha offers training courses to women migrant workers, in particular those in domestic service. Mavrinac delivered a talk recently on “Marketing on a Shoestring -- The Challenge of Not-for-Profit Outreach", organised by the Centre for Marketing Excellence of the Lee Kong Chian School of Business, Singapore Management University.
Monitor Group's Go-To-Market Methodology Advocates The 'Outside-In' Approach, Knowledge@Smu
Monitor Group's Go-To-Market Methodology Advocates The 'Outside-In' Approach, Knowledge@Smu
Knowledge@SMU
How can companies, especially those operating in end-consumer industries and saturated markets, become successful? By transforming themselves into truly marketing-led organisations, advises the Monitor Group, a global management services firm. Monitor has developed a finely tuned go-to-market approach which calls for a fundamental shift at the leadership level from an inside-out perspective to an outside-in view of the marketplace.
Prediction Software Identifies Cellphone, Cable And Internet Subscribers Who Are Likely To Defect And When, Knowledge@Smu
Prediction Software Identifies Cellphone, Cable And Internet Subscribers Who Are Likely To Defect And When, Knowledge@Smu
Knowledge@SMU
Winning new customers is expensive. More businesses are acting proactively to forestall losing existing clients by using predictive software to help pinpoint those likely to defect. Singapore Management University marketing professor Andre Bonfrer is working in partnership with George Knox (Tilburg University), Jehoshua Eliashberg (The Wharton School) and Jeongwen Chiang (Cheung Kong Graduate School of Business) to develop a predictive model targeted at the subscription-based service sector.
Forecasting In Rapidly Changing Environments: An Application To The Us Motion Picture Industry, Anirban Mukherjee, Kadiyali Vrinda
Forecasting In Rapidly Changing Environments: An Application To The Us Motion Picture Industry, Anirban Mukherjee, Kadiyali Vrinda
Research Collection Lee Kong Chian School Of Business
Markets with rapidly changing environments provide forecasting challenges because of fewer similarities between past and future outcomes. In this paper, we provide a methodology that enables forecasting with relatively short histories. The application is to the U.S. motion picture industry where we forecast revenues in theatrical, sales (DVD and VHS), and rental channels. Using short market histories of similar products, we account for (1) observed and unobserved movie-specific characteristics, (2) seasonality of demand, (3) competition within and across multiple distribution channels (4) market expansion, substitution and complementarity between movies inside and across distribution channels. We extend the multiplicative competitive interaction …
How Do Word-Of-Mouth Reviews Affect Product Sales? Applying The Stock Market Analogy To Online Stores, Knowledge@Smu
How Do Word-Of-Mouth Reviews Affect Product Sales? Applying The Stock Market Analogy To Online Stores, Knowledge@Smu
Knowledge@SMU
Online word-of-mouth communication -- such as product reviews by consumers -- has become a major information source about product quality. Singapore Management University information systems professor Nan Hu and his team investigated both quantitative and qualitative aspects of online reviews using Amazon.com as their study base. They found that, besides review scores, consumers do pay attention to other contextual information such as a reviewer’s reputation and exposure. Hu’s research also showed that the longer an item is on the market, the smaller the impact of online reviews on sales.
Mapping Better Business Strategies With Gis (Geographic Information Systems), Knowledge@Smu
Mapping Better Business Strategies With Gis (Geographic Information Systems), Knowledge@Smu
Knowledge@SMU
McDonald’s in Japan uses GIS (Geographic Information Systems) to help identify promising new store sites by overlaying demographic information on maps. The value of location as a business measure is fast becoming an important consideration for organisations, and GIS is emerging as a powerful location intelligence tool. Singapore Management University information systems professor Kam Tin Seong is a strong advocate and promoter of GIS for doing better business. Knowledge@SMU talked to Kam about GIS in general, and about his research project using GIS as a tool to better understand Singapore’s sizzling property market.
Mitch Joel On Social Media: 'A Tectonic Shift In How We Communicate', Knowledge@Smu
Mitch Joel On Social Media: 'A Tectonic Shift In How We Communicate', Knowledge@Smu
Knowledge@SMU
Mitch Joel is president of Twist Image, a Montreal-based multimarketing agency, vice-chairman (Quebec) for IAB Canada (Interactive Advertising Bureau), and an executive on the eMarketing Council of the CMA (Canadian Marketing Association). Joel was in Singapore to attend the country’s first ever PodCamp from 30-31 July, hosted by the Singapore Management University (SMU). SMU corporate communication professor Michael Netzley talked to Joel about emerging social media channels and networks, and the business opportunities for building and marketing brands to these new consumer communities.
An Infinite Number Of Niche Markets': The Long Tail And 21st Century Economics, Knowledge@Smu
An Infinite Number Of Niche Markets': The Long Tail And 21st Century Economics, Knowledge@Smu
Knowledge@SMU
Ever since Chris Anderson coined the term “long tail” in a Wired magazine article in 2004 -- expanding on this idea in a bestselling book lat year called The Long Tail: Why the Future of Business Is Selling Less of More -- people have been applying the Long Tail concept to businesses everywhere, both online and offline. At a lecture in May this year held at the Singapore Management University and organised by the Digital Media Academy of Singapore, Anderson talked about the long tail phenomenon and how it can be applied to everything from Amazon.com to LEGO robots.
The 'Big Think Strategy' For Creativity And Innovation: Bernd Schmitt's New Book, Knowledge@Smu
The 'Big Think Strategy' For Creativity And Innovation: Bernd Schmitt's New Book, Knowledge@Smu
Knowledge@SMU
Bernd Schmitt, professor of international business at Columbia Business School in New York, is a driving force behind the concept of customer experiential marketing. Schmitt, who also directs Columbia’s Center on Global Brand Leadership, has published six books on the subject, three of them co-authored, with translations in 16 languages. While on a visit to Singapore in June, Schmitt provided Knowledge@SMU with a sneak preview of his new book, Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind, to be published in December.