Category Archives: Marketing

Factors affecting the long-term survival of eBay ventures: a longitudinal study

Dawn Gregg and Madhavan Parthasarathy
Small Business Economics, Vol. 49, Issue 2, August 2017 pp. 405–419

With 40% of the world able to access the internet, online marketplaces provide the small entrepreneur with a hitherto incomprehensible opportunity to reach a global audience with very low barriers to entry and low risk. Yet, academic research has not studied the factors unique to online businesses that affect their long-term survival. This study is the first of its kind that does so using data gathered from eBay’s feedback system in 2004, 2009, and 2013. The results present data on the rate of discontinuance of eBay ventures. Further, a logistic regression analysis suggests that unique factors such as venture size, age, and feedback reputation positively influence the likelihood of long-term survival of an eBay venture. Based on these results and the ensuing discussion, implications for researchers and practitioners are provided.

The Impact of the Internet on Values in India: Shifts in Self-Enhancement and Self-Transcendence Amongst Indian Youth

Vicki R Lane, Jiban Khuntia, Madhavan Parthasarathy, Bidyut B Hazarika
Journal of Global Information Management (JGIM),Vol. 25, Issue 3, Pages: 98-120.

In this study, the authors examine how the internet is changing two critical personal value dimensions of India’s youth. Based on values theory, and using data that spans a decade from 2004-2014, they contend that time spent on the internet is an influential factor in changing self-enhancement and self-transcendence values. Given the tremendous increase in exposure to western products, ideals, and people-to-people interaction via internet connectivity (India has over 275 million internet users who communicate in the …
[Full Text]

Product returns, asymmetric information, and firm performance

Ruiliang Yan, Zixia Cao
International Journal of Production Economics,Vol. 185, Pages: 211-222.

There has been a scarcity of research that studies the value of product return information to supply chain firms. In this research, we assume that the online retailer has the product return information but the manufacturer does not. Our results show that a two-part price contract can motivate the online retailer to share its private information only under certain condition, but the revenue sharing contract plus profit split mechanism always is a valuable strategy to be utilized to seek sharing the online retailer’s private information and …
[Full Text]

A Technical/Strategic Paradigm for Online Executive Education

Marlene A Smith, Susan M Keaveney
Decision Sciences Journal of Innovative Education,Vol. 15, Issue 1, Pages: 82-100.

This article discusses the development and delivery of online courses for the executive education audience. The goal is to introduce a new framework, the technical/strategic paradigm, that will help educators to identify the pedagogical needs of disparate executive groups and adjust their online course development plans accordingly. We describe how four key elements of online courses (course structure, content-based learning materials, assignments, and learning assessment) should be fashioned in a way …
[Full Text]

Is brand alliance always beneficial to firms?

Ruiliang Yan, Zixia Cao
Journal of Retailing and Consumer Services,Vol. 34, Pages: 193-200.

In this research, we develop a fresh analytical model to examine the impact of brand quality on the firms’ performances when two firms selling substitute products form a brand alliance. Our results indicate that when two products have equal brand qualities, brand alliance is always a beneficial strategy for two firms to employ. However, when two products have different brand qualities, brand quality differential shows a positive relationship with the profit of the firm with the low-quality brand but demonstrates a …
[Full Text]

Revisiting the causes of organizational discontinuance: A diffusion theory approach offers new insights

Madhavan Parthasarathy, David Forlani
Journal of Business Market Management,Vol. 9, Issue 2, Pages: 650-676.

The purpose of this research was to develop a framework capable of classifying the reasons behind the discontinuance of supplier-distributor relationships. Using a sample of CEO’s who manage intra-national and multi-national firms, a study was run to test a typology of discontinuance built around diffusion theory’s source of influence construct (eg, the origin and valence of the information that initiates a discontinuance decision). The three types are called New Day, Strike 3 and Greener Grass. Results support the proposed typology and …
[Full Text]

An Exploratory Study of Conflict over Paying Debian Developers

James H Gerlach, Chorng-Guang Wu, Lawrence F Cunningham, Clifford E Young
International Journal of Open Source Software and Processes (IJOSSP),Vol. 7, Issue 3, Pages: 20-38.

This article reports on an exploratory study of the causes and effects of conflict within the open source software project, Debian. Conflict arose when the project leader decided to introduce payment for select volunteers within an all-volunteer project to speed up the release of Debian. The study utilized the theoretical framework of Boltanski and Thvenot for understanding disputes. The results of the survey of Debian developers show that the conditions for conflict were complex and were driven by perception of misuse of …
[Full Text]

Health Creates Wealth? The Use of Nutrition Claims and Firm Financial Performance

Zixia Cao, Ruiliang Yan
Journal of Public Policy & Marketing,Vol. 35, Issue 1, Pages: 58-75.

Prior research has investigated consumers’ perceptions of nutritional information but does not detail how the use of nutrition claims on product packages may be associated with a manufacturer’s financial performance. Using data from 38 firms, the authors find evidence that a firm’s stock market performance and sales relate significantly and positively to both the degree of nutritional emphasis and the specificity of nutrition claims on product packages but relate negatively to the diversity of nutrition claims the company uses across …
[Full Text]

Manufacturer’s cooperative advertising, demand uncertainty, and information sharing

Ruiliang Yan, Zixia Cao, Zhi Pei
Journal of Business Research,Vol. 69, Issue 2, Pages: 709-717.

We assume a manufacturer-retailer supply chain where the manufacturer opens an online channel and provides a monetary support to the retailer to implement a local advertising campaign. Both the manufacturer and the retailer have their own information about the state of market demand. We thus examine the value of manufacturer’s cooperative advertising and its strategic influence on information sharing of the manufacturer and the retailer. Our results show that the manufacturer’s cooperative advertising coordinates the …
[Full Text]

Unraveling religious advertisements’ effectiveness in a multi-religious society

Rajeev Kumra, Madhavan Parthasarathy, Shafiullah Anis
Journal of Indian Business Research,Vol. 8, Issue 2, Pages: 122-142.

The key research issue addressed in this paper is whether individuals perceive advertisements featuring themes from their own religion more positively, and advertisements featuring religious themes from other religions less positively, than neutral ads. In the process, this paper aims to test whether the in-group bias theory (IGBT) and the polarized appraisal theory (PAT) apply in a religious context. Design/methodology/approach Respondents in a large Indian University were shown advertisements featuring Hindu and …
[Full Text]

Brands Defined as Semiotic Marketing Systems

Francisco Conejo and Ben Wooliscroft
Journal of Macromarketing, Volume 35 Issue 3, pp. 287-301

Brands are one of marketing’s main foci. But while the American Marketing Association’s official marketing definition continues to evolve, its brand definition has remained stagnant for nearly 80 years. This article argues that the AMA’s simplistic trademark conceptualization of brands is increasingly out of touch with marketing theory and practice. Integrating the consumer culture, marketing semiotics, and General Systems Theory literatures, we re-conceptualize brands as semiotic marketing systems. This follows marketing systems being core to macromarketing. It also obeys marketing systems needing to contemplate their meaning infrastructures given today’s progressively symbolic markets. The antecedents, operation and benefits of this new systems approach to brands are discussed. Brands are re-defined as complex multidimensional constructs with varying degrees of meaning, independence, co-creation and scope. Brands are semiotic marketing systems that generate value for direct and indirect participants, society, and the broader environment, through the exchange of co-created meaning.

Time-based Analysis of Changing Consumer Values in India

Madhavan Parthasarathy, Vicki Lane, Mary Lee Stansifer
Journal of Indian Business Research, Volume 7, Issue 3, Pp. 271-291

Purpose – This paper aims to document changes in values of young Indian consumers over a 10-year period from 2004 to 2014. Given increases in per-capita income and living standards and, particularly, the tremendous increase in exposure to global products and ideals via media advertising, and greater one-to-one interaction with Americans and other English-speaking people from individualistic cultures (India has over 250 million Internet users who communicate in the English language), it was proposed that young Indian consumers would adopt values associated with self-enhancement and individualism, forsaking self-transcendence-related ideals such as benevolence and universalism.

Design/methodology/approach – Data pertaining to the Rokeach value scale (RVS) were collected in New Delhi in 2004 and 2014 and tested using MANOVA.

Findings – The results strongly support the contentions, save a couple of surprises. Implications of this dramatic change in values in a relatively short period are discussed from a marketing perspective.

Originality/value – This is the first paper that empirically measures changing consumer values in India.

A time-based analysis of changing consumer values in India

Madhavan Parthasarathy, Vicki Lane, Mary Lee Stansifer
Journal of Indian Business Research,Vol. 7, Issue 3, Pages: 271-291.

Purpose-This paper aims to document changes in values of young Indian consumers over a 10-year period from 2004 to 2014. Given increases in per-capita income and living standards and, particularly, the tremendous increase in exposure to global products and ideals via media advertising, and greater one-to-one interaction with Americans and other English-speaking people from individualistic cultures (India has over 250 million Internet users who communicate in the English language), it was proposed that young Indian …
[Full Text]

Measuring the financial value of marketing strategy with excess stock market return

Vicki Lane
International Journal of Risk and Contingency Management (IJRCM), Volume 3, Issue 4, Pp. 16

This paper proposes excess stock market return as a way to measure the impact of marketing strategy on firm value. First, it provides an overview of event study method. An event study examines the excess return to a firm’s stock price after the release of information that is relevant to the firm’s financial success. Second, it shows how excess return captures a marketing strategy’s impact on firm value. It presents a model that illustrates how a marketing strategy impacts consumers, future cash flows, firm value, investor’s expectations, and excess return. Third, a comparison shows that excess return stacks up well against standard marketing metrics. Excess return yields unbiased estimates, allows direct causal inference, is future oriented, includes all cash flows, accounts for opportunity costs, factors in risk, and takes into account the time value of money.

Apology Strategies for Informal Complaints in Service Recovery and CRM Systems

Deborah L. Kellogg and Lawrence F. Cunningham
International Journal of Information Systems and Social Change, Volume 5 Issue 3

This paper reports the results of a quasi-experiment designed to identify linkages between customer attributes and apology types in service recovery in informal resolution settings. Understanding these relationships is critical for enabling more effective and dynamic social relationships between the service provider and the customer/client with the use of technology, namely Customer Relationship Management Systems (CRM). The authors find that simple apologies decrease anger, restore distributive and interactional justice, and increase satisfaction. More importantly, the paper suggests that there are significant nuances in apology types and complex relationships between customer types and effective deployment of the apology in informal resolution settings. Further, the analysis suggests that apologies with explanations are more effective among customers with service experience and that apologies with compensation are most effective for all customers. When apologies are used with successive failures there is some evidence that the apology explanations are not equally effective for all customer types. The paper concludes with a discussion of the linkages between apology, service recovery and CRM systems in informal complaint resolution to improve senior level decision making, employee performance in service recovery, and customer satisfaction in for profit and non-profit organizations.

Service Perceptions in China

Lawrence F. Cunningham, Clifford E. Young and Hongxia Zhang
Journal of International Marketing Strategy,Vol. 1, Issue 2, pp. 39-XX

This study investigates customer-based views of generic services from a Chinese consumer perspective. The data for the study were collected using students in a university setting as surrogates for Chinese consumers and were analyzed using a multidimensional scaling technique. The study indicates that only two dimensions, customization/standardization and person/object are responsible for most of the variance in the classifications. The paper discusses the implications of the findings in both the context of theory and for service businesses operating in the Chinese environment. The study is limited by the use of university students as surrogates for consumer and the limitations of multi-dimensional scaling. Despite these limitations, the study is useful to Chinese managers of service organizations because it provides information on how Chinese consumers view generic services in general and in relation to each other in the Chinese environment. Chinese managers may gain insight into the possible ways that these managers may reposition their service in relation to other services. For Chinese service managers, this information may lead to the formulation of better strategy especially in the area of non-technical services.
[Full Text]

How Task Structure and Outcome Comparisons Influence Women’s and Men’s Risk-Taking Self-Efficacies: A Multi-Study Exploration

David Forlani
Psychology & Marketing, Vol, Issue 12, pages 1088–1107, December 2013

To explore inconsistent findings in the perceived self-efficacy and entrepreneurship literatures as they relate to the type of complex, risky decisions (i.e., those that commit financial resources to generate new revenue) made by marketing managers, entrepreneurs, and corporate intrapreneurs, this paper uses a series of four theoretically driven, empirical studies to investigate gender differences in risk-taking self-efficacies (i.e., one’s perceived abilities to make financially risky, business development decisions). The results indicate the following: (1) no gender differences in risk-taking self-efficacies absent a task; (2) after performing a complex, risk-laden task, the risk-taking self-efficacies of subjects receiving negatively valenced outcome information and women were less than those of subjects receiving positively valenced outcome information and men; (3) this effect remains for women when experience in the task domain is high and when diagnostic information about prior outcomes is provided; (4) the reason for the effect appears to be that men and women use information about their prior decision’s outcomes differently when assessing their risk-taking self-efficacies; and (5) the effect disappears when social cues intended to facilitate accurate performance comparisons are introduced into the task environment. These findings support existing theories, identify areas needing development, and show how these effects can limit participation in both complex, risk-laden tasks and careers that are thought to involve performing such tasks.

Comparing Hybrid Services in the United States and China

Lawrence F Cunningham, Clifford E Young, Zuohao Hu
International Journal of Information Systems in the Service Sector (IJISSS), Vol 5 Issue 1, 2013, 17-32

This paper examines how customers view a set of hybrid services (eleven generic and self-service technologies) in the US and China. The data are collected using questionnaires on location in the US and China and are analyzed using multidimensional scaling. The study indicates that two dimensions, customization/standardization and high/low contact, explain over 80% of the variance in the classifications. Although there are differences when comparing the results of the US and China samples, the results are very …

Wedded bliss or tainted love? Stock market reactions to the introduction of cobranded products

Zixia Cao, Alina Sorescu
Marketing Science,Vol. 32, Issue 6, Pages: 939-959.

We examine whether cobrandingthe practice of using two established brand names on the same productincreases the market value of parent firms. Using data from the consumer packaged goods industry, we document that the average stock market reaction to the announcement of cobranded new products is approximately+ 1.0%. We hypothesize that this reaction is significantly higher than it would have been if these same products were single branded, and we find evidence consistent with this hypothesis. We also examine …
[Full Text]

Personifying brands to improve their design, management and effectiveness

Francisco Conejo
INCAE Business Review, Volume 2 Issue 7, p2-8.

Brands have evolved into complex symbols which are difficult to manage. Personify the brand reconciles brand’s abstract meanings with practitioner’s pragmatism. That is, conceptualizing brands as if they were people, attributing human qualities to them. This approach not only allows the development of more competitive brands.