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Marketing Strategy(Keh Hean Tat)


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  • 1. 课 程 大 纲 课程编号: 02814680 授课对象:企业管理博士 课程名称: Special Topics in Marketing – Marketing Strategy 英文名称: Special Topics in Marketing – Marketing Strategy 周学时 /总学时: 3/36 学 分: 2 任课教师:郭贤达 (Keh Hean Tat) 开课学期: 2007-08 第一学期 先修课程: Study of Marketing Classics ( 02814610) 任课教师联系方式:, 6275-6281. 辅导、答疑时间: By appointment. 一、课程概述 Building on the seminar on marketing classics, this doctoral seminar reviews research on marketing strategy content, formulation process and implementation. The topics include: the relationship between marketing strategy and performance; market pioneering; market orientation; customer analysis; marketing mix strategies; and branding strategy. 二、课程目标(包括学生所提高的技能要求) To familiarize students with and develop an in-depth understanding of the theories, concepts, models, and paradigms that collectively form the foundation for marketing strategy. 三、内容提要及学时分配 See the end of this document. 四、教学方式 1
  • 2. Weekly Readings Summaries: You are assigned four readings each week. (For your interest, I also list down additional readings, but these are not mandatory.) For all readings (with the exception of Week 1), you are required to submit summaries for every article that is assigned as required reading in this course. For your individually assigned article, you will also need to prepare a 15-minute PPT presentation. The purpose of asking you to prepare reviews is to develop your ability to critically evaluate research and to integrate your knowledge of different research issues. Your review should be in the form of a two-page memo that summarizes your thoughts about the key issues in the paper. The questions below may be helpful in preparing your review. Be careful not to simply summarize the article, or to make superficial or general “textbook” comments. Your review should demonstrate the depth and breadth of your marketing knowledge. Term Paper or Research Proposal: The term paper can be a critical review of a body of literature, a proposal for a study, or an empirical analysis. It must focus on any one of the topics covered in the syllabus. Because of limited time, an empirical analysis is not necessary, though it may be feasible. When writing the paper, you should try to adopt the style and rigor of the best journal articles. The topic selected for the proposal developed must have a competitive strategy focus and include the following sections: • Introduction: This section should provide an overview of the proposed research (Specific questions that the research purports to address and significance of the proposed research). • Literature review: An overview of relevant concepts and principles, theories, and empirical studies (Ideally this section should be sufficient in depth and breadth so as to lead to a publishable review article). • Conceptual model, hypotheses and supporting rationale • Research design and methodology. • References You must submit a 2 to 3 page outline of the proposed paper (for instructor approval) by the seventh week. You should also be prepared to make a short presentation of your paper (about 15-20 minutes) during the final week. 五、教学过程中 IT 工具等技术手段的应用 ----- 六、教材 You will need to make copies of the required reading assignments. 2
  • 3. 七、参考书目 ----- 八、教学辅助材料,如 CD、录影等 ----- 九、课程学习要求及课堂纪律规范 Class participation is an important and integral part of doctoral level seminar. Everyone enrolled in the seminar is expected to play an active role in discussing the assigned readings. The evaluation of class participation will be based on your level of preparation and the quality of your contributions to the class discussion. 十、学生成绩评定办法(需详细说明评估学生学习效果的方法) Class Participation 25% Weekly Reading Summaries 25% Term Paper or Research Proposal 50% Seminar Schedule Week 1 -- Perspectives on Marketing Strategy 1. Atuahene-Gima, Kwaku and Janet Y. Murray (2004), “Antecedents and Outcomes of Marketing Strategy Comprehensiveness,” Journal of Marketing, 68 (October 2004), 33–46. 2. Bolton, Ruth et al. (2005), “Marketing Renaissance: Opportunities and Imperatives for Improving Marketing Thought, Practice, and Infrastructure,” Journal of Marketing, 69 (October 2005), 1–25. 3. Moorman, Christine and Roland T. Rust (1999), “The Role of Marketing,” Journal of Marketing, 63 (Special Issue), 180-197. 4. Vargo, Stephen L. and Robert F. Lusch (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January), 1-17. Background and Further Readings: 3
  • 4. Barney, Jay (1991), “Firm Resources and Sustained Competitive Advantage,” Journal of Management, 17 (1), 99-120. Bergen, Mark, Dutta, Shantanu, and Orville C. Walker, Jr. (1992), “Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories,” Journal of Marketing, 56 (July), 1-24. Bharadwaj, Sundar G., Varadarajan, P. Rajan, and John Fahey (1993), “Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions,” Journal of Marketing, 57 (October), 83-99. Day, George S. (1992), “Marketing’s Contribution to the Strategy Dialogue,” Journal of the Academy of Marketing Science, 20 (Fall), 323-329. Day, George S. and David B. Montgomery (1999), “Charting New Directions for Marketing,” Journal of Marketing, 63 (Special Issue), 3-13. Day, George S. and Robin Wensley (1983), “Marketing Theory with a Strategic Orientation,” Journal of Marketing, 47 (Fall), 79-89. Day, George S. and Robin Wensley (1988), “Assessing Advantage: A Framework for Diagnosing Competitive Superiority,” Journal of Marketing, 52 (April), 1-20. Dickson, Peter R. (1992), “Toward a General Theory of Competitive Rationality,” Journal of Marketing, 56 (January), 69-83. Hunt, Shelby D. and Robert M. Morgan (1995), “The Comparative Advantage Theory of Competition,” Journal of Marketing, 59 (April), 1-15. Jacobson, R. (1992), “The Austrian School of Strategy,” Academy of Management Review, 17 (October), 782-807. Makadok, Richard (2001), “Toward a Synthesis of the Resource-Based and Dynamic- Capability Views of Rent Creation,” Strategic Management Journal, 22 (5), 387-401. Menon, Anil, Sundar Bharadwaj, Phani Tej Adidam, and Steven Edison (1999), “Antecedents and Consequences of Marketing Strategy Making: A Model and Test,” Journal of Marketing, 63 (April), 18-40. Ramaswamy, Venkatram, Hubert Gatignon, and David J. Reibstein (1994), “Competitive Marketing Behavior in Industrial Markets,” Journal of Marketing, 58 (April), 45-54. Rindfleisch, Aric and Jan B. Heide (1997), “Transaction Cost Analysis: Past, Present, and 4
  • 5. Future Applications,” Journal of Marketing, 61 (October), 30-54. Teece, David J., Gary Pisano, and Amy Shuen (1997), “Dynamic Capabilities and Strategic Management,” Strategic Management Journal, 18 (7), 509-533. Varadarajan, P. Rajan (1992), “Marketing’s Contribution to Strategy: The View from a Different Looking Glass,” Journal of the Academy of Marketing Science, 20 (Fall), 335-343. Varadarajan, P. Rajan (1999), “Strategy Content and Process Perspectives Revisited,” Journal of the Academy of Marketing Science, 27 (Winter), 88-100. Varadarajan, P. Rajan and Terry Clark (1994), “Delineating the Scope of Corporate, Business and Marketing Strategy,” Journal of Business Research, 31(October-November), 93-106. Varadarajan, P. Rajan, and Satish Jayachandran (1999), “Marketing Strategy: An Assessment of the State of the Field and Outlook,” Journal of the Academy of Marketing Science, 27 (Spring), 120-143. Webster, Frederick E. Jr. (1992), “The Changing Role of Marketing in the Corporation,” Journal of Marketing, 56 (October), 1-17. Week 2 -- Market and Strategic Orientation 1. Gebhardt, Gary F., Gregory S. Carpenter, and John F. Sherry Jr. (2006), “Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation,” Journal of Marketing, 70 (October 2006), 37–55. 2. Han, Jin K., Namwoon Kim, and Rajendra K. Srivastava (1998), “Market Orientation and Organizational Performance: Is Innovation a Missing Link?” Journal of Marketing, 62 (October), 30-45. 3. Kirca, Ahmet H., Satish Jayachandran, and William O. Bearden (2005), “Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance,” Journal of Marketing, 69 (April 2005), 24–41. 4. Olson, Eric M., Stanley F. Slater, and G. Tomas M. Hult (2005), “The Performance Implications of Fit Among Business Strategy, Marketing Organization Structure, and Strategic Behavior,” Journal of Marketing, 69 (July 2005), 49–65. Background and Further Readings: 5
  • 6. Armstrong, J. Scott, and Fred Collopy (1996), “Competitor Orientation: Effects of Objectives and Information on Managerial Decisions and Profitability,” Journal of Marketing Research, 33 (May), 188-99. Baker, William E. and James M. Sinkula (1999), “The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance,” Journal of the Academy of Marketing Science, 27 (Fall), (In Press). Day, George S. (1994), “The Capabilities of Market-Driven Organizations,” Journal of Marketing, 59 (October), 37-52. Hurley, Robert F. and G. Thomas M. Hult (1998), “Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination,” Journal of Marketing, 62 (July), 42-54. Im, Subin and John P. Workman Jr. (2004), “Market Orientation, Creativity, and New Product Performance in High-Technology Firms,” Journal of Marketing, 68 (April), 114-132. Jaworski, Bernard J. and Ajay K. Kohli (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing, 57 (July), 53-70. Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research, Propositions, and Managerial Implications,” Journal of Marketing, 54 (April), 1-18. Kohli, Ajay K., Bernard Jaworski, and Ajith Kumar (1993), “MARKOR: A Measure of Market Orientation,” Journal of Marketing Research, 30 (November), 467-477. Narver, John C. and Stanley F. Slater (1990), “The Effect of Market Orientation on Business Profitability,” Journal of Marketing, 54 (October), 20-35. Slater, Stanley F. and John C. Narver (1998), “Customer-Led and Market-Oriented: Let’s Not Confuse the Two,” Strategic Management Journal, 19 (10), 1001-1006. Zheng, Kevin Zhou, Chi Kin (Bennett) Yim, and, David K. Tse (2005), “The Effects of Strategic Orientations on Technology- and Market-Based Breakthrough Innovations,” Journal of Marketing, 69 (April), 42-60. Week 3 -- Marketing Intelligence and Information 6
  • 7. 1. Jayachandran, Satish, Subhash Sharma, Peter Kaufman, and Pushkala Raman (2005), “The Role of Relational Information Processes and Technology Use in Customer Relationship Management,” Journal of Marketing, 69 (October), 177–192. 2. Keh, Hean Tat, Thi T.M. Nguyen and Hwei Ping Ng (2007), “The Effects of Entrepreneurial Orientation and Marketing Information on the Performance of SMEs,” Journal of Business Venturing, 22 (4), 592-611. 3. Le Bon, Joël and Dwight Merunka (2006), “The Impact of Individual and Managerial Factors on Salespeople's Contribution to Marketing Intelligence Activities,” International Journal of Research in Marketing, 23, 395–408. 4. Moorman, Christine and Anne S. Miner (1997), “The Impact of Organizational Memory on New Product Performance and Creativity,” Journal of Marketing Research, 34, 91-106. Background and Further Readings: Glazer, Rashi (1991), “Marketing in an Information Intensive Environment: Strategic Implications of Knowledge as an Asset,” Journal of Marketing, 55 (October), 1-19. Maltz, Elliot and Ajay K. Kohli (1996), “Market Intelligence Dissemination Across Functional Boundaries,” Journal of Marketing Research, 33 (February), 47-61. Menon, Anil and P. Rajan Varadarajan (1992), “A Model of Marketing Knowledge Use Within Firms,” Journal of Marketing, 56 (October), 53-71. Moorman, Christine (1995), “Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes,” Journal of Marketing Research, 32 (August), 318-335. Week 4 -- First-Mover Advantage 1. Golder, Peter N. and Gerald J. Tellis (1993), “Pioneer Advantage: Marketing Logic or Marketing Legend?” Journal of Marketing Research, 30 (May), 158-170. 2. Min, Sungwook, Manohar U. Kalwani, and William T. Robinson (2006), “Market Pioneer and Early Follower Survival Risks: A Contingency Analysis of Really New Versus Incrementally New Product-Markets,” Journal of Marketing, 70 (January), 15–33. 7
  • 8. 3. Robinson, William T. and Sungwook Min (2002), “Is the First to Market the First to Fail? Empirical Evidence for Industrial Goods Businesses,” Journal of Marketing Research, 39 (2002), 120-128. 4. Shankar, Venkatesh, Gregory S. Carpenter, and Lakshman Krishnamurthi (1998), “Late Mover Advantage: How Innovative Later Entrants Outsell Pioneers,” Journal of Marketing Research, 35 (February), 54-70. Background and Further Readings: Carpenter, Gregory and Kent Nakamoto, “Consumer Preference Formation and Pioneering Advantages,” Journal of Marketing Research, 26(August 1989), 285-298. Kerin, Roger A., P. Rajan Varadarajan, and Robert A. Peterson (1992), “First-Mover Advantage: A Synthesis, Conceptual Framework, and Research Propositions,” Journal of Marketing, 56 (October), 33-52. Lieberman, Marvin, B and David B. Montgomery (1998), “First-Mover Dis- Advantages: Retrospective and Link with the Resource-Base View” Strategic Management Journal, 19, 1111-1125. Srinivasan, Raji, Gary L. Lilien, and Arvind Rangaswamy (2004), “First in, First out? The Effects of Network Externalities on Pioneer Survival,” Journal of Marketing, 68 (January), 41-58. Szymanski, David M., Lisa Collins-Troy and Sundar G. Bharadwaj (1995), “Order of Entry and Business Performance: An Empirical Synthesis and Reexamination,” Journal of Marketing, 59 (October), 17-33 VanderWerf, Pieter, A. and John F. Mahon (1997), “Meta-Analysis of the Impact of Research Methods of Findings on First-Mover Advantage,” Management Science, 43(November), 1510-1519. Zhang, Shi and Arthur Markman (1998), “Overcoming the Early Entrant Advantage: The Role of Alignable and Nonalignable Differences” Journal of Marketing Research, 35(November), 413-426. Week 5 -- Customer Relationship Management 1. Cao, Yong and Thomas S. Gruca (2005), “Reducing Adverse Selection Through Customer Relationship Management,” Journal of Marketing, 69 (October), 219–229. 8
  • 9. 2. Johnson, Michael D. and Fred Selnes (2004), “Customer Portfolio Management: Toward a Dynamic Theory of Exchange Relationships,” Journal of Marketing, 68 (April), 1-17. 3. Keh, Hean Tat and Lee Yih Hwai (2006), “Do Reward Programs Build Loyalty for Services? The Moderating Effect of Satisfaction on Type and Timing of Rewards,” Journal of Retailing, 82 (2). 4. Payne, Adrian and Pennie Frow (2005), “A Strategic Framework for Customer Relationship Management,” Journal of Marketing, 69 (October), 167–176. Background and Further Readings: Fader, Peter S., Bruce G. S. Hardie, Ka Lok Lee (2005), “RFM and CLV: Using Iso-Value Curves for Customer Base Analysis,” Journal of Marketing Research, 42 (November), 415-430. Reinartz, Werner, Jacquelyn S. Thomas, and V. Kumar (2005), “Balancing Acquisition and Retention Resources to Maximize Customer Profitability,” Journal of Marketing, 69 (January), 63-79 Week 6 -- Product Strategy 1. Joshi, Ashwin W. and Sanjay Sharma (2004), “Customer Knowledge Development: Antecedents and Impact on New Product Performance,” Journal of Marketing, 68 (October), 47–59. 2. Sorescu, Alina B., Rajesh K Chandy, and Jaideep C. Prabhu (2003), “Sources and Financial Consequences of Radical Innovation: Insights from Pharmaceuticals,” Journal of Marketing, 67 (October), 82-102. 3. Sorescu, Alina, Venkatesh Shankar, and Tarun Kushwaha (2007), “New Product Preannouncements and Shareholder Value: Don’t Make Promises You Can’t Keep,” Journal of Marketing Research, 44 (August), 468–489. 4. Wu, Yuhong, Sridhar Balasubramanian, and Vijay Mahajan (2004), “When Is a Preannounced New Product Likely to Be Delayed?,” Journal of Marketing, 68 (April), 101-113. Background and Further Readings: 9
  • 10. Andrews, Jonlee and Daniel Smith (1996), “In Search of Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products,” Journal of Marketing Research, 33(May), 174-187. Ayers, Doug, Robert Dahlstrom, and Steven J. Skinner (1997), “An Exploratory Investigation of Organizational Antecedents to New Product Success,” Journal of Marketing Research, 34 (February), 107-116. Boulding, William, Ruskin Morgan, and Richard Staelin (1997), “Pulling the Plug to Stop the New Product Drain,” Journal of Marketing Research, 34 (February), 164-76. Chandy, Rajesh K. and Gerard J. Tellis (1998), “Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize,” Journal of Marketing Research, 35 (November), 474-487. Chandy, Rajesh K. and Gerard J. Tellis (2000), “The Incumbent’s Curse? Incumbency, Size, and Radical Product Innovation,”Journal of Marketing, 64 (July), 1-17. Gatignon, Hubert and Jean-Marc Xuereb (1997), “Strategic Orientation of the Firm and New Product Performance,” Journal of Marketing Research, 34 (February), 77-90. Hultink, Erik Jan, Susan Hart, Henry S.J. Robben, and Abbie Griffin (2000), “Launch Decisions and New Product Success: An Empirical Comparison of Consumer and Industrial Products,” Journal of Product Innovation Management, 17, 5-23. Olson, Eric, Orville Walker, and Robert Ruekert (1995), “Organizing for Effective New Product Development: The Moderating Role of Product Innovativeness,” Journal of Marketing, 59 (January), 48-62. Week 7 -- Pricing Strategy 1. Bolton, Lisa E., Hean Tat Keh, and Joseph W. Alba, “Price Fairness across Consumers and Culture: China and the USA,” Working Paper. 2. Howard, Daniel J. and Roger A. Kerin (2006), “Broadening the Scope of Reference Price Advertising Research: A Field Study of Consumer Shopping Involvement,” Journal of Marketing, 70 (October), 185–204. 3. Thomas, Manoj and Geeta Menon (2007), “When Internal Reference Prices and Price Expectations Diverge: The Role of Confidence,” Journal of Marketing Research, 44 (August), 401–409. 10
  • 11. 4. Xia, Lan, Kent B. Monroe, and Jennifer L. Cox, (2004), “The Price Is Unfair! A Conceptual Framework of Price Fairness Perceptions,” Journal of Marketing, 68 (October), 1-15. Background and Further Readings: Barone, Michael J., Kenneth C. Manning, and Paul W. Miniard (2004), “Consumer Response to Retailers' Use of Partially Comparative Pricing,” Journal of Marketing, 68 (July), 37-47. Guiltinan, Joseph (1976), “Risk-Aversive Pricing Policies: Problems and Alternatives,” Journal of Marketing, 40, 10-15. Oxenfeldt, Alfred (1973), “A Decision Making Structure for Price Decisions,” Journal of Marketing, 37, 48-53. Mazumdar, Tridib, S. P. Raj, and Indrajit Sinha (2005), “Reference Price Research: Review and Propositions,” Journal of Marketing, 69 (October), 84-102. Rao, Ram C. and Frank M. Bass (1985), “Competition, Strategy and Price Dynamics: A Theoretical and Empirical Investigation,” Journal of Marketing Research, 22(August), 283-296. Sprott, David E., Kenneth C. Manning, and Anthony D. Miyazaki (2003), “Grocery Price Setting and Quantity Surchages,” Journal of Marketing, 67 (July), 34-46. Tellis, Gerard (1986), “Beyond the Many Faces of Price: An Integration of Pricing Strategies,” Journal of Marketing, 50 (October), 146-60. Week 8 -- Branding Strategy 1. Berens, Guido, Cees B. M. van Riel, and Gerrit H. van Bruggen (2005), “Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance,” Journal of Marketing, 69 (July), 35-48. 2. Chu, Singfat and Hean Tat Keh (2006), “Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings,” Marketing Letters, 17 (Dec), 323-331. 3. Eng, Lili and Hean Tat Keh (2008), “The Effects of Advertising and Brand Value on Future Operating and Market Performance,” Journal of Advertising, forthcoming. 11
  • 12. 4. Rao, Vithala R., Manoj K. Agarwal, and Denise Dahlhoff (2004), “How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?,” Journal of Marketing, 68 (October), 126-41. Background and Further Readings: Boulding, William, Eunkyu Lee, and Richard Staelin (1994), “Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?” Journal of Marketing, 31 (May), 159-72. Chandon, Pierre, Brian Wansink, and Gilles Laurent (2000), “A Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing, 64 (October), 65-81. Chandy, Rajesh, Gerard Tellis, Deborah MacInnis, and Pattana Thaivanich (2001), “What to Say When: Advertising Execution in Evolving Markets,” Journal of Marketing Research, 38 (November). Lodish, Leonard M., Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, Mary Ellen Stevens (1995), “How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments,” Journal of Marketing Research, 32 (May), 125-39. Farris, Paul and Mark Albion (1980), “The Impact of Advertising on the Price of Consumer Products,” Journal of Marketing, 44, 17-35. Farris, Paul and Mark Albion (1981), “Determinants of the Advertising-to-Sales Ratio,” Journal of Advertising Research, 21, 19-27. Week 9 -- Channel Strategy 1. Palmatier, Robert W., Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans (2006), “Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis,” Journal of Marketing, 70 (October), 136–153. 2. Payan, Janice M. and Richard G. McFarland (2005), “Decomposing Influence Strategies: Argument Structure and Dependence as Determinants of the Effectiveness of Influence Strategies in Gaining Channel Member Compliance,” Journal of Marketing, 69 (July), 66-79. 3. Selnes, Fred and James Sallis (2003), “Promoting Relationship Learning,” Journal of Marketing, 67 (July), 80-95. 12
  • 13. 4. Van Bruggen, Gerrit H., Manish Kacker, and Chantal Nieuwlaat (2005), “The Impact of Channel Function Performance on Buyer–Seller Relationships in Marketing Channels,” International Journal of Research in Marketing, 22, 141–158. Background and Further Readings: Brown, James, Chekitan Dev, and Hong-Jin Lee (2000), “Managing Marketing Channel Opportunism: The Efficacy of Alternative Governance Mechanisms, Journal of Marketing, 64 (April), 51-65. Dant, Rajiv and Patrick Schul (1992), “Conflict Resolution Processes in Contractual Channels of Distribution,” Journal of Marketing, 56 (January), 38-54. Frazier, Gary and Ray Rody (1991), “The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels,” Journal of Marketing, 55 (January), 52-60. Garbarino, Ellen and Mark S. Johnson, “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63 (April 1999), 70-87. Gaski, John (1984), “The Theory of Power and Conflict in Channels of Distribution,” Journal of Marketing, 48 (Summer), 9-29. Heide, Jan (1994), “Interorganizational Governance in Marketing Channels,” Journal of Marketing, 58 (January), 71-85. Heide, Jan and George John (1992), “Do Norms Matter in Marketing Relationships?” Journal of Marketing, 56(April), 32-44. Inman, J. Jeffrey, Venkatesh Shankar, and Rosellina Ferraro (2004), “The Roles of Channel-Category Associations and Geodemographics in Channel Patronage,” Journal of Marketing, 68 (April), 51-71. Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58 (July), 20-38. Vinhas, Alberto Sa and Erin Anderson (2005), “How Potential Conflict Drives Channel Structure: Concurrent (Direct and Indirect) Channels,” Journal of Marketing Research, 42 (November), 507-515. Week 10 -- Marketing Performance 13
  • 14. 1. Ho, Yew Kee, Hean Tat Keh and Jin Mei Ong (2005), “The Effects of R&D and Advertising on Firm Value: An Examination of Manufacturing and Non- Manufacturing Firms,” IEEE Transactions on Engineering Management, 52 (1), 3-14. 2. Luo, Xueming and Naveen Donthu (2006), “Marketing’s Credibility: A Longitudinal Investigation of Marketing Communication Productivity and Shareholder Value,” Journal of Marketing, 70 (October), 70–91. 3. Luo, Xueming and Christian Homburg (2007), “Neglected Outcomes of Customer Satisfaction,” Journal of Marketing, 71 (April), 133–149. 4. O’Sullivan, Don and Andrew V. Abela (2007), “Marketing Performance Measurement Ability and Firm Performance,” Journal of Marketing, 71 (April), 79–93. Background and Further Readings: Glazer, Rashi, Joel Steckel, and Russell Winer (1989), “The Formation and Use of Key Marketing Variable Expectations and Their Impact on Firm Performance: Some Experimental Evidence,” Marketing Science, 8 (Winter), 18-34. Gruca, Thomas S. and Lopo L. Rego (2005), “Customer Satisfaction, Cash Flow, and Shareholder Value,” Journal of Marketing, 69 (July), 115-130. Jacobson, Robert, and David A. Aaker (1985), “Is Market Share All That It’s Cracked Up To Be?” Journal of Marketing, 49 (Fall), 11-22. Jacobson, Robert (1988), “Distinguishing among Competing Theories of the Market Share Effect,” Journal of Marketing, 52 (October), 68-80. Ross, William T. Jr, Marian Chapman Moore, Richard Staelin (2000), “Recurrent Marketing Decisions: Decision Complexity, Decision Focus, and Firm Performance,” Marketing Letters, 11(November), 283-297. Rust, Roland T., Katherine N. Lemon, and Valarie A. Zeithaml (2004), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, 68 (January), 109-127. Rust, Roland T., Anthony J. Zahorik and Timothy L. Keiningham (1995), “Return on Quality: Making Service Quality Financially Accountable,” Journal of Marketing, 59 (April), 58-70. Srivastava, Rajendra K., Tassaduq A. Shervani and Liam Fahey (1998), “Market-based Assets and Shareholder Value: A Framework for Analysis,” Journal of Marketing, 14
  • 15. 52(January): 2-18. Srivastava, Rajendra K., Tassaduq A. Shervani and Liam Fahey (1999), “Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded view of Marketing Activities and the Discipline of Marketing,” Journal of Marketing, 63 (October), 168-179. Szymanski, Bharadwaj, and Varadarajan (1993), “An Analysis of the Market Share – Profitability Relationship,” Journal of Marketing, 57 (July), 1-18. Week 11 – Student Proposal and Presentations 15