Areas of Interest

Brand Management and Customer Relationship Management

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

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

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

Understanding the drivers and outcomes of consumer to consumer interactions.

Motivation

Consumer to consumer interactions increasingly influences outcomes such as product adoption, price sensitivity, consumer to consumer helping behavior and product performance. Furthermore, the consumer communities in which these interactions frequently occur create value for firms, and sometimes destroy it. Understanding the psychological and social processes that drive these processes is critical if marketers are to successfully engage and leverage these communities. This research provides insights into what marketing actions may enhance consumer-to-consumer interactions through consumer communities, prosocial behavior and word-of mouth (offline and online).

Methods/Data

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

Sample Papers

  • Xiong, Guiyang, Bharadwaj, Sundar (forthcoming). Pre-Release Buzz Evolution Patterns and New Product Performance. Marketing Science.
  • Irmak, Caglar, Vallen, Beth, Sen, Sankar (forthcoming). You Like What I Like but I Don’t Like What You Like: The Role of Uniqueness Motivations in Product Preferences. Journal of Consumer Research, 37 .
  • Cheema, A., Kaikati, A. M. , . The Effect of Need for Uniqueness on Word of Mouth. Journal of Marketing Research.
  • Thompson, Scott A., Sinha, Rajiv K. , . Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty. Journal of Marketing, 72: 65–80.
  • Lam, Shun Yin, Vandenbosch, Mark, Hulland, John, Pearce, Michael , . Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects. Marketing Science, 20(2): 194–215.

Consumption, Nutrition and Health

Understanding the factors that influence consumption, product perceptions and effectiveness.

Motivation

This stream of research investigates how consumers decide what and how much to consume, what factors affect their enjoyment and satiation associated to these experiences, how perceptions of product healthiness and quantity are formed, and how consumption influences people’s performance. This body of research has relevant public policy and consumer wellbeing implications, such as helping design product offerings that can effectively mitigate the obesity epidemic and increase the benefits that consumers derive from these.

Methods/Data

Laboratory and Field Experiments, Surveys

Sample Papers

  • Sevilla, Julio, Redden , Joseph P. , . Limited Availability Reduces the Rate of Satiation. Journal of Marketing Research, 51: 205–217.
  • Sevilla, Julio, Kahn, Barbara E. , . The Completeness Heuristic: Product Shape Completeness Influences Size Perceptions, Preference and Consumption. Journal of Marketing Research, 51: 57–68.
  • Irmak, Caglar, Vallen, Beth, Robinson, Stefanie Rosen , . The Impact of Food Names on Dieters’ and Non-Dieters’ Food Evaluations and Consumption. Journal of Consumer Research, 38 (August): 390–405.
  • Irmak, Caglar, Block, Lauren G., Fitzsimons, Gavan J. , . The Placebo Effect in Marketing: Sometimes You Just Have to Want It to Work. Journal of Marketing Research, 42: 406–409.

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

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

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,Jr., Marcus, Shulman, Jeffrey D. , . Assimilation and Contrast in Price Evaluations. Journal of Consumer Research, 37 (February): 822–835.
  • Irmak, Caglar, Walker Naylor, Rebecca, Bearden, William O. , . The Out-Of-Region Bias: Distance Estimations Based-on Geographic Categorization. Marketing Letters, 22: 181–196.
  • Nielsen, J., Shapiro, S., Mason, C. H. , . Emotionality and Semantic Onsets: Exploring Orienting Attention Responses in Advertising. Journal of Marketing Research.
  • Cunha,Jr., Marcus, Laran, Juliano , . Asymmetries in the Sequential Learning of Brand Associations: Implications for the Early Entrant Advantage. Journal of Consumer Research, 35 (February): 788–799.
  • Cunha,Jr., Marcus, Janiszewski, Chris, Laran, Juliano , . Protection of Prior Learning in Complex Consumer Learning Environments. Journal of Consumer Research, 35 (June): 850–64.
  • Nenkov, Gergana, Inman, Jeffrey, Hulland, John , . Expectations about the Future: The Conceptualization and Measurement of Elaboration on Potential Outcomes. Journal of Consumer Research, 35 (June): 126–141.
  • Lurie, Nicholas H., Mason, Charlotte , . Visual Representation: Implications for Decision Making. Journal of Marketing, 71 (January): 160–77.

Innovation and New Product Management

Motivation

Innovation is the life blood of organizations and is highly valued in the financial markets. This stream of research address the following types of questions: What are the drivers of innovation in firms? What organizational and design factors lead to successful new product management? What are the pay-offs of innovation?

Method/Data

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

Sample Papers

  • Xiong, Guiyang, Bharadwaj, Sundar , . Social Capital of Young Technology Firms and Their IPO Values: The Complementary Role of Relevant Absorptive Capacity. Journal of Marketing, 75 (November): 87–104.
  • Grewal, Rajdeep, Chakravarty, Anindita, Ding, Min , Liechty, John , . Counting Chickens Before the Eggs Hatch: Associating New Product Development Portfolios with Shareholder Expectations in the Pharmaceutical Sector. International Journal of Research in Marketing, 25: 261–272.
  • Tuli, Kapil, Kohli, Ajay, Bharadwaj, Sundar , . Rethinking Customer Solutions: From Product Bundles to Relational Processes. Journal of Marketing, 71(July): 1–17.
  • Menon, Anil, Bharadwaj, Sundar, Adidam, Phani Tej, Edison, Steven W. , . Antecedents and Consequences of Marketing Strategy Making: A Model and a Test. Journal of Marketing, 63(2): 18–40.

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?

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, Bharadwaj, Sundar , . Asymmetric Roles of Advertising and Marketing Capability in Financial Returns to News: Turning Bad to Good and Good to Great. Journal of Marketing Research, 50: 706–724.
  • Hulland, John, Nenkov, Gergana Y., Barclay, Donald W. , . Perceived Marketing / Sales Relationship Effectiveness: A Matter of Justice. Journal of the Academy of Marketing Science, 40 (3): 450–467.
  • Xiong, Guiyang, Bharadwaj, Sundar , . Social Capital of Young Technology Firms and Their IPO Values: The Complementary Role of Relevant Absorptive Capacity. Journal of Marketing, 75 (November): 87–104.
  • Gooner, Richard A., Morgan, N. A., Perreault,Jr., W. D. , . Is Category Management Worth the Effort and Do Category Captains Help or Hinder?. Journal of Marketing, 75 (5): 18–33.
  • Lam, S. K., Ahearne, M., Hu, Y., Schillewaert, N. , . Resistance to Brand Switching When a Radically New Brand Is Introduced: A Social Identity Theory Perspective. Journal of Marketing.
  • Grewal, R., Chakravarty, A., Saini, A. , . Governance Mechanisms and the Making of Business-to-Business Electronic Markets. Journal of Marketing.
  • Bharadwaj, S. G. , . Ties that Bind: The Role of Relationship Multiplexity in increasing sales and reducing volatility. Journal of Marketing Research.
  • Lam, Son K., Kraus, Florian, Ahearne, Michael , . The Diffusion of Market Orientation Throughout the Organization: A Social Learning Theory Perspective. Journal of Marketing, 74: 61–79.
  • Wieseke, Jan, Ahearne, Michael, Lam, Son K., Van Dick, Rolf , . The Role of Leaders in Internal Marketing. Journal of Marketing, 73: 123–145.
  • Bahadir, Cem, Bharadwaj, Sundar, Srivastava, Raj , . Financial Value of Brands in Mergers and Acquisitions: Does Value Lie in the Eyes of the Beholder. Journal of Marketing, 72: 49–64.
  • Kumar, Piyush , . Brand Counter-extensions: The Impact of Extension Success versus Failure. Journal of Marketing Research.

Marketing Performance and the 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?

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

  • Kurt, Didem, Hulland, John , . Aggressive Marketing Strategy Following Equity Offerings and Firm Value: The Role of Relative Strategic Flexibility. Journal of Marketing, 77: 57–74.
  • Bharadwaj, Sundar, Tuli, Kapil, Bonfrer, Andre , . Brand Quality and Shareholder Wealth. Journal of Marketing, 75 (September): 88–104.
  • Chakravarty, Anindita, Grewal, Rajdeep , . The Stock Market in the Driver’s Seat! Implications for R&D and Marketing. Management Science, 57 (9): 1594–1609.
  • Tuli, Kapil, Bharadwaj, Sundar , . Examining the Relevance of Customer Satisfaction for Wall Street: The Case of Systematic and Idiosyncratic Risk of Stock Returns. Journal of Marketing, 73: 97–184.
  • Swaminathan, Vanitha, Murshed, Feisal, Hulland, John , . Value Creation Following Merger and Acquisition Announcements: The Role of Strategic Emphasis Alignment. Journal of Marketing Research, 45: 33–47.
  • Neslin, Scott A., Gupta, Sunil, Kamakura, Wagner, Lu, Junxiang, Mason, Charlotte H. , . Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models. Journal of Marketing Research, 43: 204–211.
  • Grullon, Gustavo, Kanatas, George, Kumar, Piyush , . The Impact of Capital Structure on Advertising Competition: An Empirical study. Journal of Business, 79: 3101–3124.

Sales Force Management and Strategy

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

  • Ahearne, Michael, Lam, Son K., Kraus, Florian (forthcoming). Performance Impact of Middle Managers’ Adaptive Strategy Implementation: The Role of Social Capital. Strategic Management Journal.
  • Ahearne, Michael, Lam, Son K., Kraus, Florian , . Intrafunctional Competitive Intelligence and Sales Performance: A Social Network Perspective. Journal of Marketing, 41: 234–257.
  • Ahearne, M., MacKenzie, S. B., Podsakoff, P. M., Mathieu, J. E., Lam, S. K. , . The Role of Consensus in Sales Team Performance. Journal of Marketing Research.
  • Ahearne, M., Lam, S. K., Mathieu, J. E., Bolander, W. , . Why Are Some Salespeople Better at Adapting to Organizational Change?. Journal of Marketing.
  • Plouffe, C., Hulland, J. S., Wachner, T. , . Customer-Directed Selling Behaviors and Performance: A Comparison of Existing Perspectives. Journal of the Academy of Marketing Science.