Scholars@Duke
Christine Moorman

Christine Moorman

T. Austin Finch, Sr. Distinguished Professor of Business Administration in Fuqua School of Business
Fuqua School of Business
moorman@duke.edu
100 Fuqua Drive, Box 90120, Durham, NC 27708-0120
A308 Fuqua Sch of Bus, Durham, NC 27708
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Selected Publications

Brands in the Labor Market: How Vertical and Horizontal Brand Differentiation Impact Pay and Profits Through Employee–Brand Matching

Journal Article Journal of Marketing Research · April 1, 2024 The primary focus of brand equity research has been on how brand knowledge creates value for firms through customer behavior in product markets. Using archival data and five experiments, this article tests a framework that outlines the unique role brands p ... Full text Cite

How to Be a Pro–Social Impact Scholar in Marketing

Journal Article Journal of Public Policy and Marketing · January 1, 2024 Full text Cite

Innovation Imprinting: Why Some Firms Beat the Post-IPO Innovation Slump

Journal Article Journal of Marketing · March 1, 2023 Growth and innovation are primary arguments for firms that aim to go public and access resources from the stock market. So it is ironic that going public is, for a majority of firms, associated with a pronounced slump in breakthrough innovation. This artic ... Full text Cite

Reaching for rigor and relevance: better marketing research for a better world

Journal Article Marketing Letters · March 1, 2023 Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This pap ... Full text Cite

From Vision to Reality: Lessons in Creating a Marketplace of Ideas

Journal Article Journal of Marketing · November 1, 2022 Full text Cite

Better Marketing for a Better World

Journal Article Journal of Marketing · May 1, 2021 Full text Cite

Marketing Thinking and Doing

Journal Article JOURNAL OF MARKETING · 2021 Full text Cite

Commentary: Brand Activism in a Political World

Journal Article Journal of Public Policy and Marketing · October 1, 2020 Full text Cite

Four more years: Presidential elections, comparative mindset, and managerial decisions

Journal Article Academy of Management Journal · October 1, 2020 Presidential elections reflect societal-level events that expose citizens to large amounts of comparative political information. We suggest that this exposure activates a “comparative mindset” that changes managers’ business decisions in nonpolitical domai ... Full text Cite

The View from Bob Lusch’s Shoulders

Journal Article Journal of Macromarketing · September 1, 2020 Full text Cite

The past, present, and future of innovation research

Journal Article Marketing Letters · September 1, 2020 The goal of a business is to enhance profitable revenue. Often this mission is accomplished by innovation, commonly by the process of bringing new products or services to market. This paper identifies major trends in the literature and practice and provide ... Full text Cite

Challenging the Boundaries of Marketing

Journal Article Journal of Marketing · September 1, 2019 Full text Cite

JM as a Marketplace of Ideas

Journal Article Journal of Marketing · January 1, 2019 Full text Cite

Introduction to the Handbook on Customer Centricity

Chapter · January 1, 2019 This opening chapter provides a critical reflection on customer centricity and synthesizes academic and managerial research, to develop a comprehensive definition of customer centricity. By introducing each of the subsequent twelve chapters in this handboo ... Full text Cite

Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization

Book · January 1, 2019 Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-term ma ... Full text Cite

Incorporating quality considerations in merger analysis: Why, what, when, and how?

Journal Article Antitrust Bulletin · June 1, 2018 Mergers are common occurrences reshaping the competitive landscape in many industries. Traditionally, merger analysis has focused on the impact of the merger on price. However, price analysis ignores the other half of the value proposition for customers, n ... Full text Cite

Organizing for marketing excellence

Conference Journal of Marketing · November 1, 2016 Marketing organization is the interface of the firm with its markets and where the work of marketing gets done. This review of the past 25 years of scholarship on marketing organization examines the individual and integrative roles of four elements of mark ... Full text Cite

Celebrating marketing’s dirty word

Journal Article Journal of the Academy of Marketing Science · September 1, 2016 Full text Cite

Brands in the Labor Market: How Vertical and Horizontal Brand Differentiation Impact Pay and Profits Through Employee–Brand Matching

Journal Article Journal of Marketing Research · April 1, 2024 The primary focus of brand equity research has been on how brand knowledge creates value for firms through customer behavior in product markets. Using archival data and five experiments, this article tests a framework that outlines the unique role brands p ... Full text Cite

How to Be a Pro–Social Impact Scholar in Marketing

Journal Article Journal of Public Policy and Marketing · January 1, 2024 Full text Cite

Innovation Imprinting: Why Some Firms Beat the Post-IPO Innovation Slump

Journal Article Journal of Marketing · March 1, 2023 Growth and innovation are primary arguments for firms that aim to go public and access resources from the stock market. So it is ironic that going public is, for a majority of firms, associated with a pronounced slump in breakthrough innovation. This artic ... Full text Cite

Reaching for rigor and relevance: better marketing research for a better world

Journal Article Marketing Letters · March 1, 2023 Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This pap ... Full text Cite

From Vision to Reality: Lessons in Creating a Marketplace of Ideas

Journal Article Journal of Marketing · November 1, 2022 Full text Cite

Better Marketing for a Better World

Journal Article Journal of Marketing · May 1, 2021 Full text Cite

Marketing Thinking and Doing

Journal Article JOURNAL OF MARKETING · 2021 Full text Cite

Commentary: Brand Activism in a Political World

Journal Article Journal of Public Policy and Marketing · October 1, 2020 Full text Cite

Four more years: Presidential elections, comparative mindset, and managerial decisions

Journal Article Academy of Management Journal · October 1, 2020 Presidential elections reflect societal-level events that expose citizens to large amounts of comparative political information. We suggest that this exposure activates a “comparative mindset” that changes managers’ business decisions in nonpolitical domai ... Full text Cite

The View from Bob Lusch’s Shoulders

Journal Article Journal of Macromarketing · September 1, 2020 Full text Cite

The past, present, and future of innovation research

Journal Article Marketing Letters · September 1, 2020 The goal of a business is to enhance profitable revenue. Often this mission is accomplished by innovation, commonly by the process of bringing new products or services to market. This paper identifies major trends in the literature and practice and provide ... Full text Cite

Challenging the Boundaries of Marketing

Journal Article Journal of Marketing · September 1, 2019 Full text Cite

JM as a Marketplace of Ideas

Journal Article Journal of Marketing · January 1, 2019 Full text Cite

Introduction to the Handbook on Customer Centricity

Chapter · January 1, 2019 This opening chapter provides a critical reflection on customer centricity and synthesizes academic and managerial research, to develop a comprehensive definition of customer centricity. By introducing each of the subsequent twelve chapters in this handboo ... Full text Cite

Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization

Book · January 1, 2019 Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-term ma ... Full text Cite

Incorporating quality considerations in merger analysis: Why, what, when, and how?

Journal Article Antitrust Bulletin · June 1, 2018 Mergers are common occurrences reshaping the competitive landscape in many industries. Traditionally, merger analysis has focused on the impact of the merger on price. However, price analysis ignores the other half of the value proposition for customers, n ... Full text Cite

Organizing for marketing excellence

Conference Journal of Marketing · November 1, 2016 Marketing organization is the interface of the firm with its markets and where the work of marketing gets done. This review of the past 25 years of scholarship on marketing organization examines the individual and integrative roles of four elements of mark ... Full text Cite

Celebrating marketing’s dirty word

Journal Article Journal of the Academy of Marketing Science · September 1, 2016 Full text Cite

Quality mental model convergence and business performance

Journal Article International Journal of Research in Marketing · March 1, 2016 Firms can focus on increasing customer satisfaction and retention (revenue emphasis) and/or on decreasing costs (cost emphasis) when managing quality to achieve better business performance. Although previous research has shown the superiority of a revenue ... Full text Cite

Going public: How stock market listing changes firm innovation behavior

Journal Article Journal of Marketing Research · October 1, 2015 Although going public allows firms access to more financial capital that can fuel innovation, it also exposes them to a set of myopic incentives and disclosure requirements that constrain innovation. This tension is expected to produce a unique pattern of ... Full text Cite

Firm innovation and the ratchet effect among consumer packaged goods firms

Journal Article Marketing Science · November 1, 2012 We consider how public firms influence their stock market valuations by timing the introduction of innovative new products. Our focus is on innovation ratchet strategy-firms timing the introduction of innovations in order to demonstrate an improvement in t ... Full text Cite

Unintended nutrition consequences: Firm responses to the nutrition labeling and education act

Journal Article Marketing Science · September 1, 2012 This paper investigates how firms responded to standardized nutrition labels on food products required by the Nutrition Labeling and Education Act (NLEA). Using a longitudinal quasi-experimental design, we test our predictions using two large-scale samples ... Full text Cite

From consumer information regulation to nutrition competition: A response

Journal Article Marketing Science · September 1, 2012 Full text Cite

Commentaries and reply to "unintended nutrition consequences: Firm responses to the nutrition labeling and education act"

Journal Article Marketing Science · September 1, 2012 This series of discussions presents commentaries and a response on the impact the Nutrition Labeling and Education Act of 1990 has had on brand nutritional quality and taste as raised in Moorman et al. © 2012 INFORMS. ... Full text Cite

What is quality? An integrative framework of processes and states

Journal Article Journal of Marketing · July 1, 2012 Quality is a central element in business strategy and academic research. Despite important research on quality, an opportunity for an integrative framework remains. The authors present an integrative framework of quality that captures how firms and custome ... Full text Cite

The bright side and dark side of embedded ties in business-to-business innovation

Journal Article Journal of Marketing · September 1, 2011 Although the number and importance of joint innovation projects between suppliers and their customers continue to rise, the literature has yet to resolve a key question: Do embedded ties with customers help or hurt supplier innovation? Drawing on both the ... Full text Cite

Strategy from the Outside In: Profiting from Customer Value

Book · July 23, 2010 These are not flash-in-the-pan companies—world-beaters one year and stragglers the next. They are companies like Johnson & Johnson, Procter & Gamble, Fidelity, Cisco, Philips, Walmart, and Amazon. ... Cite

Rethinking marketing

Journal Article Harvard Business Review · January 1, 2010 Cite

Marketing alliances, firm networks, and firm value creation

Journal Article Journal of Marketing · September 1, 2009 Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation In a high-tech context. This article reexamines this issue and Investigates whether the characteristics of a firm's network of alliances ... Full text Cite

Cross-sectional versus longitudinal survey research: Concepts, findings, and guidelines

Journal Article Journal of Marketing Research · January 1, 2008 Marketing academics and practitioners frequently employ cross-sectional surveys. In recent years, editors, reviewers, and authors have expressed increasing concern about the validity of this approach. These validity concerns center on reducing common metho ... Full text Cite

"Evolving Health Guidelines: How Do Consumers Fare While Science Marches On?"

Conference ADVANCES IN CONSUMER RESEARCH, VOL 35 · January 1, 2008 Link to item Cite

An empirical examination of the complex relationships between entrepreneurial orientation and stakeholder support

Journal Article European Journal of Marketing · October 10, 2005 Purpose - This paper seeks to integrate stakeholder theory with the entrepreneurial orientation literature to explore relationships between distinct entrepreneurial behaviors and support from stakeholders with divergent interests. Design/methodology/approa ... Full text Cite

Strategic firm commitments and rewards for customer relationship management in online retailing

Journal Article Journal of Marketing · October 1, 2005 Academic studies offer a generally positive portrait of the effect of customer relationship management (CRM) on firm performance, but practitioners question its value. The authors argue that a firm's strategic commitments may be an overlooked organizationa ... Full text Cite

The Effect of Standardized Information on Firm Survival and Marketing Strategies

Journal Article Marketing Science · May 2005 We argue that standardized information disclosure (information using a common format and uniform metrics) creates asymmetric opportunities for firms, which affects their strategies and survival. We test our predictions using a longitudinal, quasi- ... Full text Cite

Subjective knowledge, search locations, and consumer choice

Journal Article Journal of Consumer Research · December 1, 2004 This article demonstrates that subjective knowledge (i.e., perceived knowledge) can affect the quality of consumers' choices by altering where consumers search. We propose that subjective knowledge increases the likelihood that consumers will locate themse ... Full text Cite

Tradeoffs in marketing exploitation and exploration strategies: The overlooked role of market orientation

Journal Article International Journal of Research in Marketing · January 1, 2004 Marketing strategy can improve a firm's current expertise (marketing exploitation strategy) and/or require the development of new knowledge and skills (marketing exploration strategy). Research in strategy and organizational learning suggests that utilizin ... Full text Cite

The convergence of planning and execution: Improvisation in new product development

Chapter · January 1, 2003 The fields of marketing strategy in general and new product development in particular appear to assume that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm information and then executing ... Full text Cite

Interfirm Cooperation and Customer Orientation

Journal Article Journal of Marketing Research · January 1, 2003 This article examines the implications of interfirm cooperation for a firm's level of customer orientation. Drawing on research in marketing, organizational theory, and economics, the authors suggest that firms engaged in cooperative alliances with competi ... Full text Cite

The role of firm resources in returns to market deployment

Journal Article Journal of Marketing Research · January 1, 2003 Researchers in marketing tend to adopt one of two approaches to examining competitive advantage: a focus on a firm's resources or a focus on a firm's strategic or tactical actions. The authors suggest that neither of these approaches by itself fully captur ... Full text Cite

Getting return on quality: Revenue expansion, cost reduction, or both?

Journal Article Journal of Marketing · October 1, 2002 Financial benefits from quality may be derived from revenue expansion, cost reduction, or both simultaneously. The literature on both market orientation and customer satisfaction provides considerable support for the effectiveness of the revenue expansion ... Full text Cite

Consumer Health under the Scope

Journal Article Journal of Consumer Research · June 1, 2002 This essay offers two new lenses for studying consumer health. Theories of psychoimmunology and Institutional environments bring a wider array of individual, social, cultural, and organizational drivers Into view, and they expose how higher- stakes and mor ... Full text Cite

The acquisition and utilization of information in new product alliances: A strength-of-ties perspective

Journal Article Journal of Marketing · April 1, 2001 In this article, the authors examine the acquisition and utilization of information in new product alliances. Drawing from research in social network theory with a focus on the strength-of-ties literature, the authors suggest that horizontal alliances have ... Full text Cite

Organizational improvisation and learning: A field study

Journal Article Administrative Science Quarterly · January 1, 2001 An inductive study of improvisation in new product development activities in two firms uncovered a variety of improvisational forms and the factors that shaped them. Embedded in the observations were two important linkages between organizational improvisat ... Full text Cite

The Role of Marketing

Journal Article Journal of Marketing · October 1, 1999 As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. Specifically, what role sh ... Full text Cite

The Contingency Value of Complementary Capabilities in Product Development

Journal Article Journal of Marketing Research · May 1, 1999 Current interdisciplinary research suggests that organizational capabilities have a direct, unconditional impact on firm performance. The authors extend this literature by developing a framework that proposes a contingency approach to the value of organiza ... Full text Cite

The contingency value of complementary capabilities in product development

Journal Article Journal of Marketing Research · January 1, 1999 Current interdisciplinary research suggests that organizational capabilities have a direct, unconditional impact on firm performance. The authors extend this literature by developing a framework that proposes a contingency approach to the value of organiza ... Full text Cite

The role of marketing

Journal Article Journal of Marketing · January 1, 1999 As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. Specifically, what role sh ... Full text Cite

The Convergence of Planning and Execution: Improvisation in New Product Development

Journal Article Journal of Marketing · July 1, 1998 The field of marketing strategy often makes the important assumption that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm information and then executing that plan. However, there are case ... Full text Cite

Market-Level Effects of Information: Competitive Responses and Consumer Dynamics

Journal Article Journal of Marketing Research · February 1, 1998 Information flowing into a market from firms can stimulate competitive activity and consumer dynamics that ultimately improve the functioning of that market (e.g., improve product quality). However, prior research has provided limited empirical evidence re ... Full text Cite

Market-Level Effects of Information: Competitive Responses and Consumer Dynamics

Journal Article Journal of Marketing Research · January 1, 1998 Information flowing into a market from firms can stimulate competitive activity and consumer dynamics that ultimately improve the functioning of that market (e.g., improve product quality). However, prior research has provided limited empirical evidence re ... Full text Cite

Organizational improvisation and organizational memory

Journal Article Academy of Management Review · January 1, 1998 We define organizational improvisation as the degree to which the composition and execution of an action converge in time, and we examine the theoretical potential of this definition. We then propose that both organizational procedural memory (skill knowle ... Full text Cite

The convergence of planning and execution: Improvisation in new product development

Journal Article Journal of Marketing · January 1, 1998 The field of marketing strategy often makes the important assumption that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm information and then executing that plan. However, there are case ... Full text Cite

The Impact of Organizational Memory on New Product Performance and Creativity

Journal Article Journal of Marketing Research · February 1, 1997 Arguing that organizational memory affects key new product development processes by influencing the (1) interpretation of incoming information and (2) the performance of new product action routines, the authors introduce four dimensions of organizational m ... Full text Cite

The impact of organizational memory on new product performance and creativity

Journal Article Journal of Marketing Research · January 1, 1997 Arguing that organizational memory affects key new product development processes by influencing the (1) interpretation of incoming information and (2) the performance of new product action routines, the authors introduce four dimensions of organizational m ... Full text Cite

A quasi experiment to assess the consumer and informational determinants of nutrition information processing activities: The case of the nutrition labeling and education act

Journal Article Journal of Public Policy and Marketing · January 1, 1996 The author reports a longitudinal quasi experiment that uses the implementation of the Nutrition Labeling and Education Act (NLEA) to examine the consumer and information determinants of nutrition information processing activities. Over 1000 consumers from ... Full text Cite

Factors Affecting Trust in Market Research Relationships

Journal Article Journal of Marketing · 1993 Cite

A framework for the conceptualization, design, and strategic management of planned change systems

Journal Article Knowledge in Society · March 1, 1990 This article extends a framework for conceptualizing, designing, and managing planned change-systems. The framework argues that the adoption of social innovations is best facilitated when change organizations manage how target adopters perceive and enact t ... Full text Cite

Consumer Segment Interactions and Consumer Policy Remedies

Journal Article Journal of Public Policy and Marketing · 1989 Cite

The Management and Use of Advertising Research

Journal Article Journal of Advertising Research · 1989 Cite

The Importance of Personal Trust in the Use of Research

Journal Article Journal of Advertising Research · 1988 Cite

Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes

Journal Article Journal of Marketing Research Organizational research suggests that the way information is used is likely to be a function of the presence of organizational systems or processes, in addition to individual manager activities. The author suggests that firms vary their emphasis on certain ... Cite