Working Papers

In this paper we study retail price promotions and manufacturer trade deals in markets with single or multiple product retailers. We find that models that do not account for the existence of retailers overestimate the depth of promotions. In…

The Japan-America Alliances and Partnerships Project has been investigating business alliances and partnerships between U.S. high-technology ventures and Japanese corporations. The purpose of the project is to promote better understanding of the…

In the past few decades, a number of alternative media and promotion options have emerged by which marketers can communicate to consumers. A modern marketing communications program might consist of television, radio, magazine, and newspaper…

This paper studies the shelf space allocation decision for a store brand. We argue that since the store brand can play a unique role in the overall strategy of the retailer, traditional arguments for shelf space allocation decisions may not be…

In this paper we explore the relationship between brand advertising and wholesale and retail margins. We show that when the retail market is characterized by oligopolistic competition, higher level of brand advertising by a manufacturer can lead…

There has been much conceptual discussion of the interfaces between manufacturing and marketing (Hausman and Montgomery, 1985) and manufacturing strategy and tactics (Hayes and Wheelwright, 1984); however there has been a dearth of empirical…

Strategic management theorists face a dilemma in choosing methods for studying strategy formulation and strategic decision making. The choice of a research method involves inherent trade-offs of generalizability, control, and realism. This paper…

We examine the assumption of the probabilistic independence of consideration of different brands in the marketplace for a market with substantial product differentiation. Our hypothesis is that probabilistic independence may not hold in such a…

In this paper we analyze the price and advertising strategies for firms competing for the demand of an assortment of goods in an environment with imperfect information. We obtain advertising and loss-leader pricing as an equilibrium outcome.…

In an increasingly global business environment, the idea of strategic alliances has captured the imagination of marketing strategists. Yet, while much anecdotal wisdom exists on what makes a good or bad alliance, there are no broad-sample studies…

Institutional theory argues that organizational actions are often motivated by a desire to increase the organization’s legitimacy. We assess whether organizational actors’ perceptions of legitimacy (or the lack thereof) appear to impact a major…

We present one possible rationale for the emergence of everyday low pricing (EDLP) as a competitive strategy in grocery retailing. Using a game theoretic model, we show that under certain circumstances two competing retailers choose different…

This research hypothesizes important individual differences in response to promotions and tests for them using a cross-sectional multinomial logit choice model. Our hypotheses suggest interactions between individual brand preference and the…

A potentially serious threat to the validity of estimates of predictor variable impact in logistic models of brand choice is the omission of important explanatory variables from the empirical analysis. An obvious omission from most previous…

A laboratory experiment examines factors affecting evaluations of proposed extensions varying in similarity from a core brand that has or has not already been extended into other product categories. Specifically, the perceived quality of the core…

Abstract not available.

This paper updates and extends Green and Srinivasan’s (1978) review of conjoint analysis. In addition to a discussion of several new developments using the GS framework, we consider alternative approaches for measuring preference structures in…

In this paper, we study the effectiveness of cooperative advertising arrangements as a means to improve channel coordination. We analyze two types of cooperative advertising arrangements, lump sum payments and constant percentage payments, and…

The findings from a laboratory experiment supported three research propositions concerning the effects of processing goals at ad exposure and retrieval cues present during later recall of communication effects and ad and brand judgments. The…

The authors develop a survey-based approach to determine the extent to which brands in a pre-specified product class compete with each other. The approach, called the prefer- ence structure measurement (PSM) procedure, uses a household survey to…