Journal of Marketing最新文献_第7页

EXPRESS: Group or Individual Sales Incentives? What Is Best for Brand-Managed Retail Sales Operations? 快递：团体还是个人销售激励？什么最适合品牌管理的零售销售业务？

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-04-12 DOI: 10.1177/00222429241249424

Wenshu Zhang, Jia Li, Subramanian Balachander

引用次数: 0

EXPRESS: Can Words Speak Louder than Actions? Using Top Management Teams’ Language to Predict Myopic Marketing Spending 快讯言胜于行吗？利用高层管理团队的语言预测近视营销支出

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-03-21 DOI: 10.1177/00222429241244804

Andre Martin, Tarun Kushwaha

{"title":"EXPRESS: Can Words Speak Louder than Actions? Using Top Management Teams’ Language to Predict Myopic Marketing Spending","authors":"Andre Martin, Tarun Kushwaha","doi":"10.1177/00222429241244804","DOIUrl":"https://doi.org/10.1177/00222429241244804","url":null,"abstract":"Myopic marketing spending—curtailing marketing and research and development expenses to boost earnings—damages firms’ long-term value. Despite this, Top Management Teams (TMTs) are often myopic and by the time investors or boards detect such short-termism, it is too late to react or intervene. This research introduces a novel prediction method by analyzing the language TMTs use in earnings’ calls, specifically focusing on marketing and earnings emphasis, to predict future instances of myopic marketing spending. Through linguistic dependency parsing of almost 11 million sentences extracted from nearly 25,000 quarterly earnings call transcripts of 1,197 firms between 2008–2019, we demonstrate the proposed approach can predict myopic marketing spending at a quarterly frequency for up to one year in advance. We find that one standard deviation increase in earnings emphasis is associated with 23.68% increase in the likelihood of future myopic marketing spending. Investments based on the proposed approach produce 1.61% additional annual abnormal returns compared to models that exclusively use known predictors of myopic marketing spending, while offering earlier foresight and more frequent opportunities for interventions. This reduces information asymmetry for investors and boards of directors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"41 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140196161","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India 快讯不造成伤害？印度药品价格监管的意外后果

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-03-14 DOI: 10.1177/00222429241242685

Saravana Jaikumar, Pradeep K. Chintagunta, Arvind Sahay

{"title":"EXPRESS: Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India","authors":"Saravana Jaikumar, Pradeep K. Chintagunta, Arvind Sahay","doi":"10.1177/00222429241242685","DOIUrl":"https://doi.org/10.1177/00222429241242685","url":null,"abstract":"The Drug Price Control Order 2013 (DPCO) in India, regulated the prices of certain essential and life-saving drugs to ensure their affordability and availability; with the expectation that this would translate into boosting the sales of those drugs. To assess whether such a sales increase was achieved, we study the effects of the regulation on sales volumes of each regulated drug using a synthetic control approach with sales data from a comparable country which did not experience a regulatory change. We assess the robustness of our results via multiple empirical approaches to triangulate our findings. Contrary to the order’s objectives, we find that sales volumes decline for regulated drugs. Since the order placed restrictions on production levels and on drugs exiting the market, the lowered margins of regulated drugs could have pushed pharmaceutical firms to reduce their marketing expenditures on them. We provide evidence of such a reduction using detailing data from a large pharmaceutical firm. We illustrate that this shift in detailing adversely affected prescriptions from physicians without formal medical degrees who treat the poor and disadvantaged in India; patients that the DPCO was intended to help the most. A survey we conducted shows that these physicians rely on detailing more than medically trained doctors. Taken together, our results provide insights into the strategic actions of firms when faced with regulations, and highlights their unintended consequences. The generalizable nature of our study’s findings across a broad set of medications, has implications for governmental agencies in terms of the need to account for the entire ecosystem of patients, physicians, pharmaceutical firms and pharmacies when implementing such regulations.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"32 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140142183","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

p-Values as QWERTY: Curating Evidence in the Computational Era 作为 QWERTY 的 p 值：在计算时代收集证据

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-02-19 DOI: 10.1177/00222429231221698

Fred Feinberg

引用次数: 0

EXPRESS: Consequences of Marketing Asset Accountability – a Natural Experiment 快讯：营销资产责任制的后果--一个自然实验

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-02-16 DOI: 10.1177/00222429241236142

Peter Guenther, Miriam Guenther, Bryan A. Lukas, Christian Homburg

{"title":"EXPRESS: Consequences of Marketing Asset Accountability – a Natural Experiment","authors":"Peter Guenther, Miriam Guenther, Bryan A. Lukas, Christian Homburg","doi":"10.1177/00222429241236142","DOIUrl":"https://doi.org/10.1177/00222429241236142","url":null,"abstract":"Marketing scholars have extensively studied marketing’s effect on firm value and developed metrics and dashboards to help establish marketing accountability. However, empirical evidence of marketing accountability’s specific outcomes is scarce and mainly derived from surveys. It also lacks consideration of outcomes beyond the marketing function’s standing in the firm, thus overlooking possible downsides and outcomes with regard to external stakeholders such as investors. Using a natural experiment — Australia’s change from a non-restrictive to a restrictive accounting regime — this study investigates how accountability for the financial value of marketing assets (marketing asset accountability) affects a firm’s marketing management focus on short-term vis-à-vis long-term marketing efficiency, its cost of capital, and the degree to which its stock price reflects actual future performance (i.e., stock price informativeness). The results show that marketing asset accountability improves long-term marketing efficiency, reduces cost of equity, and improves stock price informativeness, but does not consistently affect short-term marketing efficiency and cost of debt. Moreover, although marketing-intensive firms are commonly assumed to benefit most from marketing asset accountability, this is not the case. These results have implications for researchers, managers, and public policy decision-makers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"39 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139939000","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: More Likely to Pay but Less Engaged: the Effects of Switching Online Courses from Scheduled to On-Demand Release on User Behavior 快讯更有可能付费但参与度较低：将在线课程从计划发布改为按需发布对用户行为的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-01-08 DOI: 10.1177/00222429241227145

Joy Lu, Eric T. Bradlow, J. W. Hutchinson

{"title":"EXPRESS: More Likely to Pay but Less Engaged: the Effects of Switching Online Courses from Scheduled to On-Demand Release on User Behavior","authors":"Joy Lu, Eric T. Bradlow, J. W. Hutchinson","doi":"10.1177/00222429241227145","DOIUrl":"https://doi.org/10.1177/00222429241227145","url":null,"abstract":"Following trends in entertainment streaming services, online educational platforms are increasingly offering users flexible “on-demand” content options. It is important to understand how the timing of content release affects learning behaviors and firm revenue drivers. The current research studies over 67,000 users taking a marketing course before vs. after a natural experiment where the platform switched the course from a scheduled weekly-release format to an on-demand format with all content immediately available. The switch to on-demand positively impacted short-term firm revenue by increasing the number and proportion of certificate-paying users, suggesting that on-demand content can attract a broader set of consumers who value flexibility. On the downside, the switch resulted in users exhibiting lower lecture completion rates and quiz performance, and taking fewer additional business courses on the platform, representing a long-term cost. The results were robust to propensity score matching and stratification. The analyses also revealed that on-demand content enabled learning patterns that deviated from a standard evenly-paced schedule, including “strategic” binge learning and stretching out engagement past the recommended course period. Thus, while on-demand formats can boost revenues by bringing in more paying users, managers must consider new strategies for maintaining performance and engagement levels within these environments.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"37 9","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139446344","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: The Caring Machine: Feeling AI for Customer Care 快讯关爱机器：感受人工智能的客户服务

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-12-21 DOI: 10.1177/00222429231224748

Ming-Hui Huang, R. Rust

{"title":"EXPRESS: The Caring Machine: Feeling AI for Customer Care","authors":"Ming-Hui Huang, R. Rust","doi":"10.1177/00222429231224748","DOIUrl":"https://doi.org/10.1177/00222429231224748","url":null,"abstract":"Customer care is important for its role in relationship-building. This role has traditionally been performed by human customer agents, given the less mature feeling intelligence of AI. The emergence of interactive generative AI (GenAI) shows the potential for using AI for customer care in such emotionally charged interactions. Bridging practice and the academic literatures in marketing and computer science, this paper develops an AI-enabled customer care journey, beginning from accurate emotion recognition to empathetic response, emotional management support, and finally, the establishment of an emotional connection. Marketing requirements for each of the stages are derived from in-depth top manager interviews and a CMO survey. By juxtaposing these requirements against the current feeling capabilities of GenAI, the technological challenges that need to be tackled by engineers are highlighted. This paper wraps up with a set of marketing tenets for implementing and researching the caring machine. These marketing tenets encompass verifying emotion recognition accuracy using marketing emotion theories through multiple emotion signals and methods, utilizing prompt engineering to let customers reveal their thinking and feeling to enhance emotion understanding, employing “response engineering” for knowledge of customer preferences to personalize emotion management recommendation, and strategically deploying GenAI for emotional connection to simultaneously enhance customer emotional well-being and customer lifetime value.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"60 13","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138950855","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Developing Strengths or Remedying Weaknesses? How Perceived Social Mobility Affects Parents’ Purchase Preferences for Children’s Educational Products 快讯：发展优势还是弥补劣势？感知到的社会流动性如何影响家长对儿童教育产品的购买偏好

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-12-20 DOI: 10.1177/00222429231224333

Qihui Chen, Yajin Wang, Ying Zhang

{"title":"EXPRESS: Developing Strengths or Remedying Weaknesses? How Perceived Social Mobility Affects Parents’ Purchase Preferences for Children’s Educational Products","authors":"Qihui Chen, Yajin Wang, Ying Zhang","doi":"10.1177/00222429231224333","DOIUrl":"https://doi.org/10.1177/00222429231224333","url":null,"abstract":"Does parents’ status motivation affect their educational product choices for their children? Across seven studies, we find that when parents believe that society provides enough opportunities for individuals to achieve higher social status through hard work (i.e., high social mobility), they prioritize the status advancement goal and prefer products to help maximize a child’s strengths. However, when parents believe that even if one works hard, the opportunity to climb up the social ladder is limited (i.e., low social mobility), they focus on maintaining their current status and prefer products that help remedy a child’s weaknesses. Moreover, the research demonstrates that this effect diminishes when the strength and weakness are in the domains that have low relevance to status. Finally, we find that when parents believe that children with specialties are more likely to succeed, they prefer products for maximizing strengths; whereas when they believe that well-rounded children are more likely to succeed, they prefer products for remedying weaknesses, regardless of their perception of social mobility.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"71 10","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138954342","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Targeting Nearby Influencers: the Acceleration of Natural Triadic Closure by Leveraging Interconnectors 快讯：瞄准附近的影响者：利用互联器加速自然三体闭合

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-12-14 DOI: 10.1177/00222429231223420

Jacob Goldenberg, Andreas Lanz, Daniel Shapira, Florian Stahl

{"title":"EXPRESS: Targeting Nearby Influencers: the Acceleration of Natural Triadic Closure by Leveraging Interconnectors","authors":"Jacob Goldenberg, Andreas Lanz, Daniel Shapira, Florian Stahl","doi":"10.1177/00222429231223420","DOIUrl":"https://doi.org/10.1177/00222429231223420","url":null,"abstract":"On user-generated content platforms, individuals and firms alike seek to build and expand their follower base to eventually increase the reach of the content they upload. The bulk of the seeding literature in marketing suggests targeting users with a large follower base—the high-status influencers. In contrast, some recent studies find targeting lower-status influencers to be a more effective seeding policy. In this multi-method paper, we shift the focus from the follower base of the seeding target to the focal content creator. We propose accelerating natural triadic closure by leveraging the first-degree followers as interconnectors to target the second-degree followers––i.e., the nearby (low-status) influencers (who are interconnected with the focal content creator). Empirical studies document that this seeding target is much more effective for building and expanding the follower base, compared to targeting influencers who are not interconnected with the focal content creator––i.e., the remote (both high- and low-status) influencers by 2,300% and 46%, respectively. These studies on the acceleration of natural triadic closure are augmented by a pre-registered field experiment to obtain convergent validity of the findings.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"60 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138971347","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Collaborating to Innovate: Balancing Strategy Dividend and Transactional Efficiencies 快讯：合作创新：平衡战略红利与交易效率

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-12-11 DOI: 10.1177/00222429231222269

Nehal Elhelaly, Sourav Ray

{"title":"EXPRESS: Collaborating to Innovate: Balancing Strategy Dividend and Transactional Efficiencies","authors":"Nehal Elhelaly, Sourav Ray","doi":"10.1177/00222429231222269","DOIUrl":"https://doi.org/10.1177/00222429231222269","url":null,"abstract":"When a firm collaborates with its suppliers, it expands its access to external know-how, and thus, can enhance its innovation performance. Such collaborations are common and argued to have significant impact on the firm’s market outcomes. However, such collaborations also expose the firm to various transactional hazards including knowledge spillovers and opportunism. This trade-off looms over the firm’s commitment to a market positioning strategy and the functional capabilities it draws upon to generate its strategy dividend. Recent accounts suggest the verdict on supplier collaborations is noisy and that partner perceptions of these collaborations do not align on key issues of governance, strategy, and value generation. To investigate this, we study 202 formal co-development contracts of high-tech original equipment manufacturers that collaborated with suppliers from 1985 to 2016. Drawing upon the governance value analysis framework, we show how misalignment between the firm’s co-development contracts, capabilities, and market positioning strategy significantly erodes its innovation performance. Thus, blanket prescriptions for one or the other types of contracts are misdirected, their effectiveness being a contingent outcome dependent on the firm’s market positioning strategy and functional capabilities. Our paper presents one of the most complete tests of the governance value analysis framework to date.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"11 9","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138980338","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0