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Articles 151 - 180 of 319
Full-Text Articles in Marketing
Does Brand Licensing Increase A Licensor's Shareholder Value?, Adina B. Robinson, Kapil R. Tuli, Ajay K. Kohli
Does Brand Licensing Increase A Licensor's Shareholder Value?, Adina B. Robinson, Kapil R. Tuli, Ajay K. Kohli
Research Collection Lee Kong Chian School Of Business
This study examines 171 brand licensing announcements and subsequent changes in the licensor firms' shareholder values using the event study method. We find that although brand licensing announcements lead to positive abnormal returns on average, nearly 44% of the announcements in our sample are followed by negative abnormal returns. We argue that investors react more favorably to a brand licensing announcement when they believe (i) the brand has greater ability to stimulate licensee product sales (and thus generate higher royalties for the licensor) and (ii) the licensor firm has greater ability to limit licensee opportunism (and thus limit brand dilution …
Marketing Mix And Brand Sales In Global Markets: Examining The Contingent Role Of Country-Market Characteristics, S. Cem Bahadir, Sundar G. Bharadwaj, Rajendra K. Srivastava
Marketing Mix And Brand Sales In Global Markets: Examining The Contingent Role Of Country-Market Characteristics, S. Cem Bahadir, Sundar G. Bharadwaj, Rajendra K. Srivastava
Research Collection Lee Kong Chian School Of Business
Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands from 14 emerging and developed markets that account for 62% of the global GDP, that country-market characteristics moderate the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. …
China’S Digital Landscape: Breaking Barriers To Innovation, Srinivas K. Reddy, Zack Zheng Wang, Deckie He Dong
China’S Digital Landscape: Breaking Barriers To Innovation, Srinivas K. Reddy, Zack Zheng Wang, Deckie He Dong
Research Collection Lee Kong Chian School Of Business
When e-commerce giant Alibaba went public on the New York Stock Exchange in September 2014, its market capitalisation rocketed to roughly US$219 billion - a sum greater than any record previously set by its American contemporaries, Facebook, eBay and Amazon. It was a historic event that led many to believe that China’s digital economy was echoing the Middle Kingdom’s own meteoric rise onto the world-stage. China ranks high in digital connectivity. In 2015, almost half of the country’s population, or 649 million people, were online. It’s fast-growing Internet economy generates about US$100 billion annually and is predicted to reach US$277 …
Rinse, But No Need To Repeat, Srinivas K. Reddy
Rinse, But No Need To Repeat, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
Unilever promotes water sustainability through product innovation. By October 2007, it had become apparent that competition in the laundry products segment in Vietnam was heating up rapidly. Huyen Bui, the senior brand manager for Comfort at Unilever Vietnam, was contemplating how to stay ahead of long-time rival, Procter & Gamble (P&G), in terms of market share. In April 2007, Unilever launched Comfort One Rinse, a fabric conditioner designed to reduce water use in hand-washed laundry by 66 percent. Six months later, P&G responded by launching Downy One Rinse, a nearly identical product.
Innovation And Leadership: When Does Cmo Leadership Improve Performance From Innovation?, Adam J. Bock, Andreas B. Eisengenrich, Dmitry Sharapov, Gerard George
Innovation And Leadership: When Does Cmo Leadership Improve Performance From Innovation?, Adam J. Bock, Andreas B. Eisengenrich, Dmitry Sharapov, Gerard George
Research Collection Lee Kong Chian School Of Business
Ensuring that organizational innovation generates value increasingly requires effective marketing management. Prior studies, however, report conflicting effects of chief marketing officer (CMO) leadership on how well the firm exploits innovation. These inconsistencies may be associated with firm-level innovation effort, customer focus, and industry type. We analyze archival data from 587 interviews with global CEOs to explain the effect of CMO leadership on outcomes of organizational innovation. CMO leadership of the firm's primary innovation mode is positively associated with product-market innovation effort but not marginal revenue from innovation. CMO leadership also moderates the relationship between customer focus and innovation revenue. Predictive …
Money, Time, And The Stability Of Consumer Preferences, Leonard Lee, Michelle P. Lee, Marco Bertini, Gal Zauberman, Dan Ariely
Money, Time, And The Stability Of Consumer Preferences, Leonard Lee, Michelle P. Lee, Marco Bertini, Gal Zauberman, Dan Ariely
Research Collection Lee Kong Chian School Of Business
Consumers often make product choices that involve the consideration of money and time. Building on dual-process models, the authors propose that these two basic resources activate qualitatively different modes of processing: while money is processed analytically, time is processed more affectively. Importantly, this distinction then influences the stability of consumer preferences. An initial set of three experiments demonstrates that, compared with a control condition free of the consideration of either resource, money consideration generates significantly more violations of transitivity in product choice, while time consideration has no such impact. The next three experiments use multiple approaches to demonstrate the role …
I Follow My Heart And We Rely On Reasons: The Impact Of Self-Construal On Reliance On Feelings Versus Reasons In Decision Making, Jiewen Hong, Hannah H. Chang
I Follow My Heart And We Rely On Reasons: The Impact Of Self-Construal On Reliance On Feelings Versus Reasons In Decision Making, Jiewen Hong, Hannah H. Chang
Research Collection Lee Kong Chian School Of Business
Results from six experiments support the hypothesis that an accessible independent self-construal promotes a greater reliance on feelings in making judgments and decisions, whereas an accessible interdependent self-construal promotes a greater reliance on reasons. Specifically, compared to an interdependent self-construal, an independent self-construal increases the relative preference for affectively superior options as opposed to cognitively superior options (experiments 1A and 1B) and strengthens the effects of incidental mood on evaluations (experiment 2). Further, valuations of the decision outcome increase when independent (interdependent) consumers adopt a feeling-based (reason-based) decision strategy (experiment 3). Finally, these effects are moderated by decision focus (whether …
Pricing Information Goods: A Strategic Analysis Of The Selling And Pay-Per-Use Mechanisms, Sridhar Balasubramanian, Shantanu Bhattacharya, Vish V. Krishnan
Pricing Information Goods: A Strategic Analysis Of The Selling And Pay-Per-Use Mechanisms, Sridhar Balasubramanian, Shantanu Bhattacharya, Vish V. Krishnan
Research Collection Lee Kong Chian School Of Business
We analyze two pricing mechanisms for information goods. These mechanisms are selling, where up-front payment allows unrestricted use, and pay-per-use, where payments are tailored to use. We analytically model a market where consumers differ in use frequency and where use on a pay-per-use basis invokes a psychological cost associated with the well known "ticking meter" effect. We demonstrate that pay-per-use yields higher profits in a monopoly provided the associated psychological cost is low. In a duopoly, one firm uses selling and the other uses pay-per-use. Here, in contrast to the monopoly, selling yields higher profits than pay-per-use. We demonstrate that, …
Building Relationships Through Integrated Online Media Platforms: Analysis Of Top 100 Global Brands, Wonsun Shin, Augustine Pang, Hyo Jung Kim
Building Relationships Through Integrated Online Media Platforms: Analysis Of Top 100 Global Brands, Wonsun Shin, Augustine Pang, Hyo Jung Kim
Research Collection Lee Kong Chian School Of Business
Many studies have examined organizations’ use of specific types of online media, but few studies have examined how organizations generate dialogues and develop relationships by using multiple online communication platforms. This study takes an integrated approach by examining how top global organizations incorporate brand Web sites, Facebook, and Twitter to cultivate relationships with stakeholders. Its findings suggest that those particular online media are used similarly, that is, more for information dissemination than user engagement and more for one-way than two-way communication. The findings also suggest that the types of products promoted can affect the way that organizations use different online …
Does Service Employees' Appearance Affect The Healthiness Of Food Choice?, Tabea: Benoit Huneke, Sabine Benoit, Anders Gustafsson
Does Service Employees' Appearance Affect The Healthiness Of Food Choice?, Tabea: Benoit Huneke, Sabine Benoit, Anders Gustafsson
Research Collection Lee Kong Chian School Of Business
Derived from previous research on social influence on food consumption and social comparison theory, this article examines the effect of service employees’ appearance on consumers’ food choice using an experimental study, involving a video manipulation and eye-tracking technique. The video shows a menu being proffered by a waitress whose degree of apparent healthiness varies (healthy, overweight, unhealthy lifestyle). The menu contains both healthy and unhealthy meal alternatives. The analysis of participants’ eye movements demonstrated that exposure to the overweight employee did not stimulate greater (i.e., earlier or longer) attention to unhealthy meal alternatives, whereas exposure to the employee who displayed …
A Network Bidder Behavior Model In Online Auctions: A Case Of Fine Art Auctions, Mayukh Dass, Srinivas K. Reddy, Dawn Iacobucci
A Network Bidder Behavior Model In Online Auctions: A Case Of Fine Art Auctions, Mayukh Dass, Srinivas K. Reddy, Dawn Iacobucci
Research Collection Lee Kong Chian School Of Business
The marketing literature provides a solid understanding of auctions regarding final sales prices and many aspects of the processes that unfold to result in those outcomes. This research complements those perspectives by first presenting a new bidder behavior model that shows the role of emergent network ties among bidders on the auction outcome. Dyadic ties are identified as the bid and counter-bid patterns of interactions between bidders that unfold throughout the duration of an auction. These structures are modeled using network analyses, which enables: (1) a richer understanding of detailed auction processes, both within auctions and across auctions of multiple …
Where There’S A Will: Can Highlighting Future Youth-Targeted Marketing Increase Support For Soda Taxes?, Sungjong Roh, Jonathon P. Schuldt
Where There’S A Will: Can Highlighting Future Youth-Targeted Marketing Increase Support For Soda Taxes?, Sungjong Roh, Jonathon P. Schuldt
Research Collection Lee Kong Chian School Of Business
Objective: Amid concern about high rates of obesity and related diseases, the marketing of nutritionally poor foods to young people by the food industry has come under heavy criticism by public health advocates, who cite decades of youth-targeted marketing in arguing for reforms. In light of recent evidence that the same event evokes stronger emotional reactions when it occurs in the future versus the past, highlighting youth-targeted marketing that has yet to occur may evoke stronger reactions to such practices, and perhaps, greater support for related health policy initiatives. Method: In a between-subjects experiment, Web participants (N = 285) read …
It’S Alive! How Kinetic Property In Ads Shapes Novelty Perceptions, Junghan Kim, Arun Lakshmanan
It’S Alive! How Kinetic Property In Ads Shapes Novelty Perceptions, Junghan Kim, Arun Lakshmanan
Research Collection Lee Kong Chian School Of Business
We propose that speed and direction changes in moving ad elements influence product novelty perceptions. Three studies show thatinanimate but moving elements within an advertisement enhance novelty perceptions due to their kinetic property. Further, we showthat this effect is driven by perceptions of ad aliveness and product atypicality.
Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady
Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady
Research Collection Lee Kong Chian School Of Business
Although the conditions that motivate individuals to buy, sell, search, and post on the Internet are diverse, the information generated as a byproduct of these activities has the potential to help marketers develop a better understanding of consumer and firm behavior. In this paper, we utilize online product search data to build a model that links sales to marketing mix activity. The objectives of this research are threefold: first, to incorporate secondary data collected from online sources into a model of demand, thus improving our ability to forecast sales; second, to develop a better understanding of the role of marketing …
Impact Of Component Supplier Branding On Profitability, Stefan Worm, Rajendra K. Srivastava
Impact Of Component Supplier Branding On Profitability, Stefan Worm, Rajendra K. Srivastava
Research Collection Lee Kong Chian School Of Business
In recent years, many business-to-business (B2B) component supplier (CS) firms have added branding to their marketing toolbox. By extending the logic of ingredient branding to B2B components, they aim to create “pull” from B2B end customers by building a strong CS brand image among their customers' customers. In contrast with the established “push” approach of building strong relationships with original equipment manufacturers (OEMs), it is unclear whether and under which conditions CS branding is a worthy strategy. On the one hand, anecdotal evidence suggests that suppliers can leverage strong CS brand image in negotiations with increasingly powerful OEMs to enhance …
Getting Into The Minds Of Consumers, Hannah H. Chang
Getting Into The Minds Of Consumers, Hannah H. Chang
Research Collection Lee Kong Chian School Of Business
Under what circumstances are our decisions influenced by emotions? And when are we more likely to make rational, logical choices? Assistant Professor Hannah Chang of the SMU Lee Kong Chian School of Business studies the science behind how consumers make decisions.
Of Accessibility And Applicability: How Heat-Related Primes Affect Belief In “Global Warming” And “Climate Change”, Jonathon P. Schuldt, Sungjong Roh
Of Accessibility And Applicability: How Heat-Related Primes Affect Belief In “Global Warming” And “Climate Change”, Jonathon P. Schuldt, Sungjong Roh
Research Collection Lee Kong Chian School Of Business
Research shows that exposure to heat-related cues (e.g., warm temperatures, “fry” and “boil”) influences the belief that global warming exists and poses a serious threat to humans. Drawing on social-cognitive principles of concept accessibility and applicability, we hypothesized that these effects may depend on how the issue is framed, given that heat-related concepts are more compatible with “global warming” than “climate change.” Exploring this possibility, we asked campus passersby about their belief in global warming or climate change shortly after a real-life unseasonably cold weather event (i.e., snowfall during Spring; Study 1). A controlled Web experiment …
An Oreo With Chinese Characteristics, Srinivas K. Reddy
An Oreo With Chinese Characteristics, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."
Social Networks Among Auction Bidders: The Role Of Key Bidders And Structural Properties On Auction Prices, Mayukh Dass, Srinivas K. Reddy, Dawn Iacobucci
Social Networks Among Auction Bidders: The Role Of Key Bidders And Structural Properties On Auction Prices, Mayukh Dass, Srinivas K. Reddy, Dawn Iacobucci
Research Collection Lee Kong Chian School Of Business
Auctions have been studied extensively as an economic marketplace. The economist’s focus is on modeling final sales prices, but the processes that give rise to those outcomes are rarely studied in great detail. This research is intended to provide that complementary perspective. We show how the interactions between bidders in an auction unfold in a dynamic pattern of bids and counter-bids, and thereby over the duration of an auction, create a network structure. The auction network contributes significantly to models of price dynamics and the network predicts final sales prices better than economic (non-network) indicators alone. In addition, network analyses …
Facing Global Economic Crisis: Foreign Sales, Ownership Groups, And Corporate Value, Xufei Ma, Daphne W. Yiu, Nan Zhou
Facing Global Economic Crisis: Foreign Sales, Ownership Groups, And Corporate Value, Xufei Ma, Daphne W. Yiu, Nan Zhou
Research Collection Lee Kong Chian School Of Business
This study extends the research on internationalization to a new organizational context emerging market firms (EMF), and a new time context global economic crisis. We propose a U-shaped relationship between foreign sales intensity and firm value for EMFs during global economic crisis. Further, we distinguish between EMFs' relational owners (i.e., business groups) and transactional owners (i.e., institutional investors) to investigate their different moderating effects. We find empirical support for our hypotheses using a sample of Chinese firms during the global economic crisis in 2008. Moreover, we provide research and practice implications.
Ratings Lead You To The Product, Reviews Help You Clinch It? The Dynamics And Impact Of Online Review Sentiments On Products Sales, Nan Hu, Noi Sian Koh, Srinivas K. Reddy
Ratings Lead You To The Product, Reviews Help You Clinch It? The Dynamics And Impact Of Online Review Sentiments On Products Sales, Nan Hu, Noi Sian Koh, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
It is generally assumed that ratings are a numeric representation of text sentiments and their valences are consistent. This however may not always be true. Using a panel of data on over 4000 books from Amazon.com, we develop a multiple equation model to examine the inter-relationships between ratings, sentiments, and sales. We find that ratings do not have a significant direct impact on sales but have an indirect impact through sentiments. Sentiments, however, have a direct significant impact on sales. Our findings also indicate that the two most accessible types of reviews - most helpful and most recent - play …
Uncovering Collaborative Value Creation Patterns And Establishing Corresponding Customer Roles, Sabine Moeller, Robert Ciuchita, Dominik Mahr, Gaby Odekerken-Schroder, Martin Fassnacht
Uncovering Collaborative Value Creation Patterns And Establishing Corresponding Customer Roles, Sabine Moeller, Robert Ciuchita, Dominik Mahr, Gaby Odekerken-Schroder, Martin Fassnacht
Research Collection Lee Kong Chian School Of Business
Research on value creation traditionally has focused on value created by the company, though customers increasingly serve as active partners, able to create value with firms in a collaborative manner. Despite interest by both scholars and managers, existing research has not yet clarified the interdependencies of service offerings and customer role patterns. This article explores value creation rooted in three generic offerings (configuration, solution, and network) and identifies differences in their prerequisites, customer activities, challenges, abilities, ability enhancers, and perceived benefits that arise in collaborative value creation (CVC). Data from 105 collaborations, collected through in-depth interviews, support the qualitative and …
Diaspora Marketing, Nirmalya Kumar, Jan-Benedict E. M. Steenkamp
Diaspora Marketing, Nirmalya Kumar, Jan-Benedict E. M. Steenkamp
Research Collection Lee Kong Chian School Of Business
Despite the rising power of developing economies, few corporations from emerging markets have succeeded in establishing brands in the West. The problem isn't just that they're late to enter the global market; the perception is that they offer poor-quality products, not next-generation ones. Conventional wisdom holds that they'll have. to spend huge sums to overcome these obstacles.But some emerging giants, such as the Indian bank ICICI and the maker of the Mexican beer Tecate, are figuring out ways to build global brands on a shoestring. They are learning to outsmart, rather than outspend, their multinational rivals. One powerful strategy they're …
Sustainable Business Models: The Contribution Of Network Organization And Governance Modes, Sudhi Seshadri, Michael Ehret
Sustainable Business Models: The Contribution Of Network Organization And Governance Modes, Sudhi Seshadri, Michael Ehret
Research Collection Lee Kong Chian School Of Business
We provide a framework for the design of sustainable business models. While extant literature on business models focuses on unlocking positive externalities, we propose a business model framework that effectively addresses negative externalities. A taxonomy-based on transorganizational models and governance modes - classifies instruments that counsel behaviour patterns. Sustainability strategies that deal with externalities often merge instruments to manage multi-stakeholder responsibilities and exchanges. The framework draws upon three established research themes - network organizational models, governance modes, and instrumental stakeholder theory - to distinguish between six instrument classes. To illustrate its potential for analysis the paper compiles instruments within these …
The Sustainability Syndicate: Shared Responsibility In A Trans-Organizational Business Model, Sudhi Seshadri
The Sustainability Syndicate: Shared Responsibility In A Trans-Organizational Business Model, Sudhi Seshadri
Research Collection Lee Kong Chian School Of Business
This paper proposes design principles for the ‘sustainability syndicate’: shared responsibility among diverse stakeholders for sustainability; an agenda for unifying economic and ethical rationales; and plural governance based primarily on markets, contracts and collaborative relationships. The paper suggests a research agenda directed at issues that constrain sustainability syndicates. Syndication's contributions to sustainability build upon its trans-organizational structures for shared responsibility. Syndication works as an insurance cooperative that reduces the financial burden of risk. In addition, members could rent skill sets from other stakeholders, reduce barriers to entry into bigger projects, and improve efficiencies. As underlying sustainability are both economic and …
We Are The Champions, Nirmalya Kumar, Jan-Benedict E. M. Steenkamp
We Are The Champions, Nirmalya Kumar, Jan-Benedict E. M. Steenkamp
Research Collection Lee Kong Chian School Of Business
From China Mobile to Coal India, state-supported firms are on the march. The authors map out the route from being a national champion to becoming a global brand.
Affect As A Decision-Making System Of The Present, Hannah H. Chang, Michel Tuan Pham
Affect As A Decision-Making System Of The Present, Hannah H. Chang, Michel Tuan Pham
Research Collection Lee Kong Chian School Of Business
We review a variety of empirical findings consistent with the general thesis that the affective system of judgment and decision making is inherently anchored in the present. Building on this thesis, we advance the specific hypothesis that affective feelings are relied upon more (weighted more heavily) in judgments whose outcomes and targets are closer to the present than in those whose outcomes and targets are temporally more distant. Consistent with this hypothesis, results from five experiments show that temporal proximity (a) amplifies the relative preference for options that are affectively superior, and (b) increases the effects of incidental affect on …
Firms' Intentions To Use Nonownership Services, Kristina Wittkowski, Sabine Moeller, Jochen Wirtz
Firms' Intentions To Use Nonownership Services, Kristina Wittkowski, Sabine Moeller, Jochen Wirtz
Research Collection Lee Kong Chian School Of Business
In this study, we investigate why companies intend to use nonownership services by conducting qualitative interviews with 10 experts to develop our hypotheses, then using a survey to test them. Our findings show that, as hypothesized, firms’ intentions to use nonownership services are affected by both financial (i.e., tax efficiency and cash and liquid asset management) and nonfinancial (i.e., control over assets and access to the latest technology and tools) factors, with access to the latest technology and tools being the most important driver. Furthermore, we show that the effect that the desire to gain access to the latest technology …
The Effect Of Crm Outsourcing On Shareholder Value: A Contingency Perspective, Kalaignanam Kartik, Tarun Kushwaha, Jan-Benedict E. M. Steenkamp, Kapil R. Tuli
The Effect Of Crm Outsourcing On Shareholder Value: A Contingency Perspective, Kalaignanam Kartik, Tarun Kushwaha, Jan-Benedict E. M. Steenkamp, Kapil R. Tuli
Research Collection Lee Kong Chian School Of Business
CRM refers to processes that involve interaction with end-users or customers. The increased emphasis on CRM today stems from changes in the business environment, availability of large amounts of data and advances in information technology.Outsourcing of customer relationship management (CRM) processes is rapidly becoming a competitive imperative for firms. However, there is little evidence on why the performance implications of outsourcing CRM processes differ so much across firms. In this study, the authors examine the impact of CRM outsourcing on shareholder value. The authors draw on insights from agency theory and the resource-based view of the firm in an international …
Adding Small Differences Can Increase Similarity And Choice, Jongmin Kim, Nathan Novemsky, Ravi Dhar
Adding Small Differences Can Increase Similarity And Choice, Jongmin Kim, Nathan Novemsky, Ravi Dhar
Research Collection Lee Kong Chian School Of Business
Similarity plays a critical role in many judgments and choices. Traditional models of similarity posit that increasing the number of differences between objects cannot increase judged similarity between them. In contrast to these previous models, the present research shows that introducing a small difference in an attribute that previously was identical across objects can increase perceived similarity between those objects. We propose an explanation based on the idea that small differences draw more attention than identical attributes do and that people’s perceptions of similarity involve averaging attributes that are salient. We provide evidence that introducing small differences between objects increases …