Journal articleJournal of Marketing · July 1, 2026
Knowledge is a key resource in marketing, and an assumption across literatures is that a firm must prevent valuable knowledge from leaking to competitors. This research develops a theoretical framework that calls for rethinking this view by offering a fres ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleMarketing 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 ...
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Journal articleAcademy 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 ...
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Journal articleMarketing 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 ...
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Journal articleAntitrust 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 ...
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Journal articleInternational 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 ...
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Journal articleJournal 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 ...
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Journal articleMarketing 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 ...
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Journal articleMarketing 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleEuropean 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 ...
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Journal articleJournal 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 ...
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Journal articleMarketing 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- ...
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Journal articleJournal 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 ...
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Journal articleInternational 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleAdministrative 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleAcademy 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleJournal 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 ...
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Journal articleKnowledge 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 ...
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Journal articleJournal 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 ...
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