Marketing-Finance Interface

Do brand (e.g., brand equity, brand relevance, brand quality etc.), consumer (consumer satisfaction, engagement etc.) and other firm level marketing metrics drive financial market metrics and vice versa? What marketplace or firm level factors amplify or mitigate these effects?

Relevant Faculty

• Sundar Bharadwaj
• Sue Ryung Chang
• Anindita Charkravarty
• John Hulland
• Charlotte Mason
• Piyush Kumar
• Guiyang Xiong

Motivation

For marketing to retain a seat at the top management table it needs to demonstrate its value in metrics that matter to senior managers in firms. These metrics could be accounting or financial metrics and reflect both the risk and return faced by firms. At the same time, the metrics also influence firm marketing strategy.

Methods/Data

Utilize panel data and test using econometric and statistical models

Sample Papers

• Sundar Bharadwaj, Kapil Tuli and Andre Bonfrer (2011), Brand Quality and Shareholder Wealth, Journal of Marketing, 75 (September), 88–104.
• Kapil Tuli and Sundar Bharadwaj (2009), Examining the Relevance of Customer Satisfaction for Wall Street: The Case of Systematic and Idiosyncratic Risk of Stock Returns, Journal of Marketing, 73 (November), 184–97.
• Anindita Chakravarty, Rajdeep Grewal (2011), “The Stock Market in the Driver's Seat! Implications for R&D and Marketing,” Management Science, (Forthcoming).
• Vanitha Swaminathan, Feisal Murshed, and John Hulland (2008), “Value Creation Following Merger and Acquisition Announcements: The Role of Strategic Emphasis Alignment,” Journal of Marketing Research, 45 (February), 33–47.
• Neslin, Scott A., Sunil Gupta, Wagner Kamakura, Junxiang Lu and Charlotte H. Mason (2006), “Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models,” Journal of Marketing Research, (43), 204–211.
• Gustavo Grullon, George Kanatas and Piyush Kumar (2006), “The Impact of Capital Structure on Advertising Competition: An Empirical study,” Journal of Business, 79, 3101–24.

Top of Page

Marketing Assets and Capabilities in Intra- and Inter-Firm Contexts

What is the role of brand, relational and other marketing assets and capabilities in inter-firm, intra-firm relationships?

Relevant Faculty

• Sundar Bharadwaj
• Sue Ryung Chang
• Rich Gooner
• John Hulland
• Son K. Lam
• Guiyang Xiong

Motivation

Brand, relational and other assets either internally developed or accessed from firm networks could serve as sources of competitive advantage. Leveraging internal resources and the choice of candidates and partners for inter-firm relationships and the performance of these strategic actions are in many cases influenced by marketing assets and capabilities.

Methods/Data

Archival data, primary and secondary data and econometric and statistical methods.

Sample Papers

• Xiong, Guiyang and Sundar Bharadwaj, “Social Capital of Young Technology Firms and Their IPO Values: The Complementary Role of Relevant Absorptive Capacity”, Journal of Marketing, 75(December), 87–104.
• Gooner, Rich, Neal A. Morgan and William Perreault (2011), “Is Retail Category Management Worth the Effort (And Does a Category Captain help or hinder),” Journal of Marketing, 75 (September),18–33.
• Tuli, Kapil, Sundar Bharadwaj, and Ajay Kohli (2010), “Ties That Bind: The Impact of Multiple Types of Ties with a Customer on Sales Growth and Sales Volatility”, Journal of Marketing Research, Vol. XLVII (Feb), 36–50.
• Cem Bahadir, Sundar Bharadwaj and Raj Srivastava (2008), Financial Value of Brands in Mergers and Acquisitions: Does Value Lie in the Eyes of the Beholder. Journal of Marketing, 72 (November), 49–64.
• Son K. Lam, Florian Kraus, and Michael Ahearne (2010), “The Diffusion of Market Orientation Throughout the Organization: A Social Learning Theory Perspective,” Journal of Marketing , 74 (September), 61–79.
• Son K. Lam, Michael Ahearne, Ye Hu, and Niels Schillewaert (2010), “Resistance to Brand Switching When a Radically New Brand Is Introduced: A Social Identity Theory Perspective,” Journal of Marketing, 74 (December), 128–146.
• Jan Wieseke, Michael Ahearne, Son K. Lam, and Rolf Van Dick (2009), “The Role of Leaders in Internal Marketing,” Journal of Marketing, 73 (2), 123–145.
• Piyush Kumar (2005), "Brand Counter-extensions: The Impact of Extension Success versus Failure," Journal of Marketing Research.
• John Hulland, Gergana Y. Nenkov, and Donald W. Barclay (2011) “Perceived Marketing / Sales Relationship Effectiveness: A Matter of Justice,” Journal of the Academy of Marketing Science, in press

Top of Page

Brand Management and Customer Relationship Management

Relevant Faculty

• Sundar Bharadwaj
• Sue Ryung Chang
• John Hulland

Motivation

This stream of research focuses on understanding consumer choice and firm behavior and discovering its implications for marketing strategies. By investigating the impact of marketing strategies on consumers and retailers, we provide valuable insights into various firm decisions.

Methods/Data

Utilize panel data and firm-level data and test using econometric and statistical methods

Sample Papers

• Tulin Erdem and Sue Ryung Chang (2012), “A Cross-Category and Cross-Country Analysis of Umbrella Branding for National and Store Brands,” Journal of the Academy of Marketing Science, 40(1): 86–101.
• Sundar Bharadwaj, Kapil Tuli and Andre Bonfrer (2011), Brand Quality and Shareholder Wealth, Journal of Marketing, 75 (September), 88–104.
• Cem Bahadir, Sundar Bharadwaj and Raj Srivastava (2008), Financial Value of Brands in Mergers and Acquisitions: Does Value Lie in the Eyes of the Beholder. Journal of Marketing, 72 (November), 49–64.
• Thomas Gruen, Daniel Corsten and Sundar Bharadwaj (2002), “Retail Out-of-Stocks: A Worldwide Examination of Extent, Causes, and Consumer Responses,” Food Marketing Institute and Grocery Manufacturers of America.
• Anil Menon, Sundar Bharadwaj, Phani Tej Adidam, and Steven W. Edison (1999), “Antecedents and Consequences of Marketing Strategy Making: A Model and a Test,» Journal of Marketing, 63(2), 18–40.
• Shun Yin Lam, Mark Vandenbosch, John Hulland, and Michael Pearce (2001), “Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects,” Marketing Science, 20(2): 194-215.
• Laurence Capron and John Hulland (1999), “Redeployment of Brands, Sales Forces, and General Marketing Management Expertise Following Horizontal Acquisitions: A Resource-Based View,” Journal of Marketing, 63(April): 41-54.

Top of Page

Consumer to Consumer Interaction: Consumer Communities, Prosocial Behavior and Word-of-Mouth

Understanding the drivers and outcomes of consumer to consumer interactions

Relevant Faculty

• Andrew Kaikati
• Anindita Chakravarty
• Scott Thompson
• Guiyang Xiong

Motivation

Consumer to consumer interactions increasingly influences outcomes such as product adoption, price sensitivity, consumer to consumer helping behavior and product performance. Understanding how psychological, social factors and marketing actions enhance consumer-to-consumer interactions through consumer communities, prosocial behavior and word-of mouth (offline and online) is therefore of critical interest to marketing researchers.

Methods/Data

Archival data, experimental data, online data, secondary data and econometric and statistical methods.

Sample Papers

• Cheema, Amar and Andrew M. Kaikati (2010), “The Effect of Need for Uniqueness on Word of Mouth,” Journal of Marketing Research, (47): 553–63.
• Torelli, Carlos J., Alokparna Monga, and Andrew M. Kaikati, “Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts,” Journal Of Consumer Research, forthcoming.
• Thompson, Scott A. and Rajiv K. Sinha (2008), “Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty,” Journal of Marketing, (72): 65–80.

Top of Page

Sales Force Management and Strategy

Relevant Faculty

• Sundar Bharadwaj
• John Hulland
• Son K. Lam

Motivation

How do firms motivate and manage sales forces? How do we develop sales force to be more effective?

Method/Data

Econometric and Statistical modeling using combination of primary and secondary data; qualitative research

Sample papers

• Michael Ahearne, Scott B. MacKenzie, Philip M. Podsakoff, John E. Mathieu, and Son K. Lam (2010), “The Role of Consensus in Sales Team Performance,” Journal of Marketing Research, 47 (June), 458–469.
• Michael Ahearne, Son K. Lam, John Mathieu, and Willy Bolander (2010), “Why Are Some Salespeople Better at Adapting to Organizational Change,” Journal of Marketing, 74 (May), 65–79.
• Kapil Tuli, Ajay Kohli and Sundar Bharadwaj (2007), Rethinking Customer Solutions: From Product Bundles to Relational Processes, Journal of Marketing, 71(July), 1–17.
• Christopher Plouffe, John Hulland, and Trent Wachner (2009), “Customer-Directed Selling Behaviors and Performance: A Comparison of Existing Perspectives,” Journal of the Academy of Marketing Science, 37 (4), 422–439.

Top of Page

Information Processing, Information Integration, Associative Learning, Perception and Self Control

How consumers acquire, process, and act in response to stimuli available in the environment.

Relevant Faculty

• Marcus Cunha
• John Hulland
• Charlotte Mason

Motivation

This stream of research investigates how consumers integrate different pieces of information (both consciously and unconsciously) to make predictions and judgments about their environment and target stimuli to inform their consumption decisions. Moreover, individuals who not consider the full set of consequences that may result from their actions risk the danger of making serious decision failures. How do differences in the extent to which individuals generate and evaluate potential outcomes affect their decisions? What individual level factors amplify or mitigate these effects?

Methods/Data

Experimental, Surveys, and Archival Data

Sample Papers

• Cunha, Marcus, Jr. and Jeffery D. Shulman (2011), “Assimilation and Contrast in Price Evaluations”, Journal of Consumer Research, 37 (February), 822–835.
• Cunha, Marcus, Jr. and Juliano Laran (2009), “Asymmetries in the Sequential Learning of Brand Associations: Implications for the Early Entrant Advantage,” Journal of Consumer Research, 35 (February), 788–799.
• Cunha, Marcus, Jr., Chris Janiszewski, and Juliano Laran (2008), “Protection of Prior Learning in Complex Consumer Learning Environments,” Journal of Consumer Research, 34 (April), 850–64.
• Gergana Nenkov, Jeffrey Inman, and John Hulland (2008), “Expectations about the Future: The Conceptualization and Measurement of Elaboration on Potential Outcomes,” Journal of Consumer Research, 35 (June), 126–141.
• Nielsen, Jesper, Stewart Shapiro and Charlotte Mason (2010), “Emotionality and Semantic Onsets: Exploring Orienting Attention Responses in Advertising,” Journal of Marketing Research.
• Lurie, Nicholas H. and Charlotte H. Mason (2007), “Visual Representation: Implications for Decision Making,” Journal of Marketing, 71 (January), 160–77.

Top of Page