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DEPARTMENT OF MARKETING
2015-2016 Research Highlights (07/2015 to 06/2016)
Dear Colleagues,
It is my pleasure to present the research accomplishments of the tenure-track faculty members in the
Department of Marketing for the academic year 2015-2016. During this academic year, the work of the
faculty has been published (or accepted) in outlets, inclusive of, but not limited to, the Journal of
Marketing Research, Journal of Marketing, Marketing Science, Journal of the Academy of Marketing
Science, Journal of Retailing, International Journal of Research in Marketing, Journal of Advertising,
Journal of Services Research, the Journal of International Marketing, as well as outlets such as Harvard
Business Review. In addition, multiple faculty have been awarded prestigious grants from the Marketing
Science Institute.
This past academic year has also been a time of continued growth. Of specific note, Dr. Rebecca Wang
(Ph.D. Northwestern University) will join the department in the Fall Semester of 2016 as part of the
University’s Data X initiative. Dr. Wang’s research interests are in mobile and digital marketing,
customer relationship management, social media and technology, and causal inference methods. Her
work was most recently published in the Journal of Retailing (Rebecca Jen-Hui Wang, Edward C.
Malthouse, and Lakshman Krishnamurthi, (2015) “On the Go: How Mobile Shopping Affects Customer
Purchase Behavior,” Journal of Retailing, 91(2), 217-234.) I want to extend a warm welcome to Dr.
Wang.
The faculty of the Department of Marketing continues to not only share cutting-edge knowledge gained
from their research efforts through publication, but also bring these insights into their classrooms.
Consistent with the mission of Lehigh University, the Department of Marketing faculty is committed to
scholarly inquiry and research that adds value to instruction on our campus, and contributes to the
distinction of Lehigh University.
Kind regards,
David A. Griffith
Chairperson, Department of Marketing
Iacocca Chair, Professor of Marketing
Table of Contents
1. Published or accepted articles 2. Book chapters, reports, and magazine articles
3. Conference Presentations 4. Abstracts of published/accepted papers 5. Abstracts of conference presentations
6. Tenure-track marketing faculty and their research interests
1. PUBLISHED OR ACCEPTED ARTICLES (please see abstracts later in the report)
Ravindra Chitturi (co-authors: Franklin Carter and Thani Jambulingam) (2015),”Determinants
of Perceived Value of Direct to Consumer Advertising for Prescription Drugs: Do They Vary by
Disease Condition?” Journal of Marketing Management, 3(2), 1-10.
Ravindra Chitturi (co-authors: Pallavi Chitturi) (2016),”Aesthetics Versus Function: Assessing
Relative Customer Preference,” NMIMS Management Review, Volume XXIX, April-May, 11-22.
Beibei Dong, K. Sivakumar (Co-authors: Kenneth Evans, and Shaoming Zou) (Forthcoming)
(2016), “Recovering Coproduced Service Failures: Antecedents, Consequences, and
Moderators of Locus of Recovery,” Journal of Service Research.
Beibei Dong, K. Sivakumar (Forthcoming), “Customer Participation in Services: Domain,
Scope, and Boundaries,” Marketing Science Institute Working Paper.
Beibei Dong (2015), “How a Customer Participation Matters: 'I am Producing' versus 'I am
Designing',” Journal of Services Marketing, 29(6/7), 498-510.
Beibei Dong, K. Sivakumar (2015), “A Process-Output Classification for Customer
Participation in Services,” Journal of Service Management, 26(5), 726-750.
David A. Griffith (Co-authors: Jessica J. Hoppner, Hannah S. Lee and Tobias Schoenherr)
(Forthcoming), “The Influence of the Structure of Interdependence on the Response to Inequity
in Buyer-Supplier Relationships,” Journal of Marketing Research.
David A. Griffith (Co-authors: Carol Esmarkl, Stephanie M. Noble, and John Bell)
(Forthcoming), “The Effects of Behavioral, Cognitive, and Decisional Control in Collaborative
Service Experiences,” Marketing Letters.
David A. Griffith (Co-authors: Tereza Dean and Roger J. Calantone) (2016), “New Product
Creativity: Understanding Contract Specificity in New Product Introductions,” Journal of
Marketing, 80(2), 39-58.
David A. Griffith (Co-author: Jessica J. Hoppner) (2015), “Looking Back to Move Forward: An
Examination of Research in International Marketing Channels,” Journal of Retailing, 91(4), 610-
626.
David A. Griffith (Co-authors: Jessica J. Hoppner and Ryan C. White) (2015), “Reciprocity in
Relationship Marketing: A Cross-Cultural Examination of the Effects of Equivalence and
Immediacy on Relationship Quality and Satisfaction with Performance,” Journal of International
Marketing, 23(4), 64-83.
David A. Griffith (Co-author: Yanhui Zhao) (2015), “Contract Specificity, Contract Violation and
Relationship Performance in International Buyer-Supplier Relationships,” Journal of
International Marketing, 23(3), 22-40.
Nevena T. Koukova (Co-authors: Rajesh Bagchi, Haresh Gurnani, Mahesh Nagarajan and
Shweta S. Oza) (2016), “Walking in My Shoes: How Expectations of Role Reversal in Future
Negotiations Affect Present Behaviors,” Journal of Marketing Research, 53(3), 381-395.
Ju-Yeon Lee (Co-authors: Shrihari Sridhar and Robert W. Palmatier) (Forthcoming), “The Effect
of Firms’ Structural Designs on Advertising and Personal Selling Returns,” International Journal
of Research in Marketing.
Ju-Yeon Lee (Co-authors: Shrihari Sridhar, Conor M. Henderson, and Robert W. Palmatier)
(2015), “Effect of Customer-Centric Structure on Long-Term Financial Performance,” Marketing
Science, 34(2), 250-268.
Ju-Yeon Lee (Co-authors: Irina V. Kozlenkova, and Robert W. Palmatier) (2015), “Structural
Marketing: Using Organizational Structure to Achieve Marketing Objectives,” Journal of the
Academy of Marketing Science, 43(1), 73-99.
Marina Puzakova (Co-authors: Hyokjin Kwak, Suresh Ramanathan, Joseph F. Rocereto)
(Forthcoming), “Painting Your Point: The Role of Color in Firms’ Strategic Responses to Product
Failures,” Journal of Advertising.
Marina Puzakova (Co-authors: Hyokjin Kwak and Joseph F. Rocereto) (2015), “Better Not
Smile at the Price: The Differential Role of Brand Anthropomorphization on Price Fairness,”
Journal of Marketing, 79(4), 56-76.
Marina Puzakova (Co-authors: Hyokjin Kwak and Monique Bell) (2015), “Beyond Seeing
McDonald’s Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and
Brands,” Journal of Advertising, 44(3), 219-231.
K. Sivakumar (co-author: Cong Feng) (Forthcoming), “The Role of Collaboration in Service
Innovation across Manufacturing and Service Sectors,” Service Science.
K. Sivakumar (co-authors: Cong Feng and Scott Fay) (2016), “Overbidding in Electronic
Auctions: Factors Influencing the Propensity to Overbid and the Magnitude of Overbidding,”
Journal of the Academy of Marketing Science, 44 (2), 241-260.
K. Sivakumar (co-authors: Amit Arora and Anshu Saxena Arora) (2016), "Relationships among
Supply Chain Strategies, Organizational Performance, and Technological and Market
Turbulences," International Journal of Logistics Management, 27(1), 206-232.
K. Sivakumar (2016), “A Unified Conceptualization of the Attraction Effect,” AMS Review, 6 (1-
2, June), 39-58.
2. BOOK CHAPTERS, REPORTS, AND MAGAZINE ARTICLES
Ravindra Chitturi (2015), “Good Aesthetics is Great Business: Do We Know Why?” in The
Psychology of Design: Creating Consumer Appeal, Rajeev Batra, Colleen M. Seifert, and Diann
E. Brei, eds. Routledge: Taylor & Francis Group, Pages 252-262, (September 2015). Based on
the invited papers presented at the Psychology of Design conference at the University of
Michigan at Ann Arbor.
Ravindra Chitturi (2015), “Design for Affect: A Core Competency for the 21st Century,” GfK-
Marketing Intelligence Review, Fall 2015.
Griffith, David A. (Co-author) (Forthcoming), “Global Product Launch: A Perspective on Past,
Present and Future Research,” Handbook of New Product Development Research, Peter N.
Golder and Debanjan Mitra (eds.), Edward Elgar Publishing.
Ju-Yeon Lee (Co-authors: Mengzhou Zhuang, Irina V. Kozlenkova, and Eric Fang)
(Forthcoming), “The Dark Side of Mobile Channel Expansion Strategies,” Marketing Science
Institute (MSI) Working Paper Series.
Ju-Yeon Lee (Co-authors: Shrihari Sridhar, and Robert W. Palmatier) (2015), "Customer
Centricity and Performance," in Empirical Generalizations about Marketing Impact, Dominique
M. Hanssens, ed. 2nd edition, Cambridge, MA: Marketing Science Institute Relevant Knowledge
Series.
Ju-Yeon Lee (Co-authors: Shrihari Sridhar, and Robert W. Palmatier) (2015) “Customer-
Centric Org Charts Aren’t Right for Every Company,” Harvard Business Review, [available at
https://hbr.org/2015/06/customer-centric-org-charts-arent-right-for-every-company].
3. CONFERENCE PRESENTATIONS (please see abstracts later in the report)
Keith Botner (Co-authors: Arul Mishra, Himanshu Mishra) (May 2016), “How Discounted Price
Displays Affect Information Search Behavior,” 2016 Theory + Practice in Marketing Conference,
Houston, TX.
Keith Botner (Co-authors: Arul Mishra, Himanshu Mishra) (June 2016), “The Sound of a Word
and Its Subjective Influence on Risk Assessment,” INFORMS Marketing Science Conference,
Shanghai, China.
Beibei Dong (Co-author: Jun Ye) (June 2016), “The Long-term Impact of Service Empathy and
Responsiveness on Profitability: A Frontline Employee Learning Perspective,” the INFORMS of
Marketing Science Conference, Shanghai, China.
Beibei Dong (Co-author: Mei Li) (May 2016), “To Trust, or Not to Trust—That is the Question: A
Cross-Cultural Study of the Drivers and Moderators of Online Review Trustworthiness,” 2016
Academy of Marketing Science Conference, Orlando, FL.
Beibei Dong and K. Sivakumar (August 2015), “Customer Participation in Services: What is or
Should be the Domain?” American Marketing Association Summer Educators’ Conference,
Chicago, IL.
David A. Griffith (Co-author: Hannah S. Lee) (Forthcoming), “Building New Product Advantage
across Markets through Customer Participation: The Role of Cross-Country Collaboration with
Multinationals,” Institute for the Study of Business Markets Biennial Academic Conference,
Emory University, Atlanta, GA.
David A. Griffith (Co-author: Steven H. Dahlquist) (February 2015), “OEM and Component
Supplier Use of Explicit and Normative Contracting in Collaborative Joint Profit Generation,”
2016 American Marketing Association Winter Educators’ Conference, Las Vegas, NV.
Taewan Kim (June 2015), “The Impact of Product Concept Demonstration on the Product Line
Design” INFORMS Marketing Science Conference, Johns Hopkins University.
Nevena T. Koukova (Co-author: Reetika Gupta) (June 2016), “Designer Recyclable Bags:
Effects on Perceptions and Usage Behaviors,” INFORMS Marketing Science Conference,
Shanghai, China.
Ju-Yeon Lee (Co-author: Robert W. Palmatier) (Forthcoming), “Alliance Value Creation and
Appropriation through Customer-Centric Structure,” ISBM Academic Conference, Atlanta, GA.
Ju-Yeon Lee (Co-author: Shrihari Sridhar, and Robert W. Palmatier) (June 2015), “Influences
of Customer-Centric Structures on Marketing Mix Effectiveness,” MSI/JAMS Thought Leaders
Conference on Customer Engagement and Customer Relationship Management, Paris, France.
Marina Puzakova (Co-author: Hyokjin Kwak) (2016), "Chockablock with People: The Impact of
Social Crowdedness on Consumer Preference for Anthropomorphized Brands", Brand and
Brand Relationships Conference, Toronto, Canada.
Marina Puzakova (Co-Author: Monique Bell) (2016), “Y Usted? The Effects of Social Influence
on Consumers’ Service Language Preference”, Academy of Marketing Science, Orlando, FL.
Marina Puzakova (Co-author: Pankaj Aggarwal) (2015),"To Wink Or Not to Wink? The Role of
Anthropomorphism, Power, and Gender Stereotypes in Luxury Branding", Association for
Consumer Research, New Orleans, LA.
K. Sivakumar (November 2015), “New Product Introductions as Decoys: When are They
Effective,” Product Development and Management Association Research Forum, Anaheim.
K. Sivakumar (Co-authors: S.P. Raj and Byong-Duk Rhee) (August 2015), “A Model of
Unilateral Pricing Policy Decisions,” American Marketing Association Summer Educators’
Conference, Chicago, IL.
4. ABSTRACTS OF PUBLISHED/ACCEPTED PAPERS
Ravindra Chitturi (co-authors: Franklin Carter and Thani Jambulingam) (2015),”Determinants
of Perceived Value of Direct to Consumer Advertising for Prescription Drugs: Do They Vary by
Disease Condition?” Journal of Marketing Management, 3(2), 1-10.
Firms invest large amounts of money in direct to consumer (DTC) advertising for prescription
drugs. However, under what conditions consumers perceive DTC advertising to be valuable?
The results in this research show: 1) consumers with children who also seek advice from
pharmacists perceive DTC advertising to be valuable; 2) educated consumers who have visited
a doctor recently (in last 6 months) perceive DTC advertisements to be less valuable; and 3)
disease condition of the consumer significantly impacts perceived value of DTC advertising.
Ravindra Chitturi (co-authors: Pallavi Chitturi) (2016),”Aesthetics Versus Function: Assessing
Relative Customer Preference,” NMIMS Management Review, Volume XXIX, April-May, 11-22.
Should a design manager invest more in improving aesthetics (hedonic benefit) or function
(utilitarian benefit)? The answer depends upon the relative consumer preference for hedonic
attributes over utilitarian attributes, or vice versa. Therefore, it is important for designers to
understand how customers choose between competing products with different levels of hedonic
and utilitarian benefits. Choosing a product from a choice set requires customers to make
tradeoffs between design attributes such as aesthetics and functionality that make up the
product alternatives. This article introduces an experimental design methodology to estimate
tradeoff exchange rate between any two product attributes. The proposed method uses a
discrete choice experiment, combined with point allocation across the alternatives in the choice
set, to measure the preferences of the respondents. This approach combined with Fieller’s
theorem allows us to obtain information on the respondent’s most preferred product alternative
as well as information on his or her relative attribute preferences.
Beibei Dong, K. Sivakumar (Co-authors: Kenneth Evans, and Shaoming Zou) (Forthcoming)
(2016), “Recovering Coproduced Service Failures: Antecedents, Consequences, and
Moderators of Locus of Recovery,” Journal of Service Research.
This article focuses on the locus of recovery (LOR) when failures occur in coproduced services.
LOR refers to who contributes to the recovery. Based on the locus of recovery effort, recovery
can be classified into three types: firm recovery, joint recovery, and customer recovery. The
authors develop a conceptual framework to examine the antecedents, consequences, and
moderators of LOR and test the framework using three experiments. They find that the positive
effect of customers’ self-efficacy on their expectancy to participate in recovery is stronger when
they blame themselves for the failure than when they blame the service provider. Joint recovery
is most effective in generating favorable service outcomes of satisfaction with recovery and
intention for future coproduction. Furthermore, recovery urgency strengthens the effect of LOR;
however, when a customer’s preferred recovery strategy is offered, such matching offsets the
impact of recovery urgency. Our findings suggest several managerial implications for devising
recovery strategies for service failures. Although having customers do the recovery may appear
to be cost-effective, when customers are under time pressure, pushing them toward customer
recovery against their preferences is likely to backfire. If a firm’s only available option is
customer recovery, they should consider increasing customers’ sense of autonomy under
resource constraints by aligning available recovery options with customer preferences. In
contrast, joint recovery can be a win-win strategy—the customer is satisfied and the firm uses
only moderate resources. It is also a more robust strategy that works particularly well under
resource constraints and regardless of preference matching.
Beibei Dong, K. Sivakumar (Forthcoming) (2016), “Customer Participation in Services:
Domain, Scope, and Boundaries,” Marketing Science Institute Working Paper.
Service research considers several aspects of customer participation (CP) without a clear and
inclusive framework that delineates CP’s domain, scope, or boundaries. To address this gap,
we propose a framework to classify CP into three categories—mandatory, replaceable, and
voluntary—based on two dimensions: whether the activity is essential for service provision and
whether only the customer can perform the activity. We demonstrate the comprehensiveness
and utility of this inclusive framework by showing how it (1) relates to various terminologies used
in CP, (2) enables the distinction of CP from other concepts such as customer engagement, (3)
builds on and extends existing CP frameworks, (4) integrates prior empirical research, (5)
accommodates various service classification frameworks discussed in prior literature, (6)
incorporates customer contributions of various operand and operant resources articulated in the
service-dominant logic, and (7) addresses CP behaviors during different stages of service
production and delivery. The proposed framework advances CP research by clarifying and
synthesizing the conceptual domain of CP, reconciling conflicting empirical findings, and offering
guidelines for service management.
Beibei Dong (2015), “How a Customer Participation Matters: 'I am Producing' versus 'I am
Designing',” Journal of Services Marketing, 29 (6/7), 498-510.
This article conceptually and empirically differentiates two types of customer participation (CP):
CP as “producers” (CPP), when customers primarily contribute physical labor to produce a
service (e.g., assembling a frame), and CP as “designers” (CPD), when customers primarily
share information to design a service (e.g., designing a frame). Using two scenario-based
experiments, the research examines whether CPD and CPP influence customers’ perceptions
of value creation and choice of participation differently. Study 1 indicates that CPD creates
greater value and is a more preferred participation choice than CPP. Study 2 further suggests
that the differential advantage of CPD over CPP becomes weakened with a CPP expectation
and amplified with a CPD expectation. This research demonstrates that not all CPs are equal,
offers guidelines to design and manage CP, and suggests managing customer expectations so
as to enhance the appeal of CPP, in light of its productivity implications.
Beibei Dong, K. Sivakumar (2015), “A Process-Output Classification for Customer
Participation in Services,” Journal of Service Management, 26 (5), 726-750.
Building on the process-output framework, the paper explores the contingent nature of the effect
of customer participation magnitude on service outcomes (satisfaction and efficiency). The
research propositions suggest that specific output enhances the positive effect of CP magnitude
on satisfaction but also intensifies the negative effect of CP magnitude on efficiency; conversely,
generic output diminishes the positive effect of CP magnitude on satisfaction but mitigates the
negative effect of CP magnitude on efficiency. The effect of CP magnitude on satisfaction is
stronger for a structured participation process than for an unstructured process; while the
negative effect of CP magnitude on efficiency is stronger for an unstructured participation
process than for a structured process. Further, process structure has an asymmetric enhancing
effect on the negative link between CP magnitude and efficiency such that the enhancing effect
of process structure is stronger for specific output than for generic output; likewise, process
structure has an asymmetric enhancing effect on the positive link between CP magnitude and
satisfaction such that the enhancing effect of structure is stronger for generic output than for
specific output. The proposed classification offers a new method to visualize customer
participation in services. The framework is applicable to a wide variety of services, service
contexts, and resources contributed by customers during their participation.
David A. Griffith (Co-authors: Jessica J. Hoppner, Hannah S. Lee and Tobias Schoenherr)
(Forthcoming), “The Influence of the Structure of Interdependence on the Response to Inequity
in Buyer-Supplier Relationships,” Journal of Marketing Research.
This research investigates the conditions under which inequity in a buyer–supplier relationship
influences a supplier’s resource sharing with its buyer. More specifically, the authors examine
the effects of both positive inequity and negative inequity under varying levels of
interdependence magnitude and relative dependence. They further examine the effect of
inequity on perceived relationship performance. The study includes a longitudinal survey design,
with perceived relationship performance reported by a second informant. The study, conducted
within the context of Japanese suppliers reporting on their relationship with U.S. buyers, takes a
nuanced view of both inequity and relative dependence by employing spline variables to
disentangle potentially different effects of positive and negative inequity and relative
dependence of the supplier and buyer, respectively. The results reveal that firms’ reactions to
positive and negative inequity vary depending on the nature of the interdependence structure
and that positive and negative inequity differentially influence perceived relationship
performance. The findings are important for both further research and managerial action.
David A. Griffith (Co-authors: Carol Esmarkl, Stephanie M. Noble, and John Bell)
(Forthcoming), “The Effects of Behavioral, Cognitive, and Decisional Control in Collaborative
Service Experiences,” Marketing Letters.
Companies are encouraging customers to participate in the process of creating and delivering
their offering(s). In this strategy, not only do providers select a level of customer co-production,
but also the level of customer control. This study examines the effects of control types
(cognitive, behavioral, and decisional) and their interaction on customers’ affective responses in
service operations with varying levels of co-production. An extensive two-study design, across
two service contexts, tests the interaction of different levels of co-production and control types
on customers’ affective responses. Results show when decisional control is low, one additional
control type (behavioral or cognitive) in the operational process can compensate for low
decisional control. Theoretical and practical implications are discussed.
David A. Griffith (Co-authors: Tereza Dean and Roger J. Calantone) (2016), “New Product
Creativity: Understanding Contract Specificity in New Product Introductions,” Journal of
Marketing, 80(2), 39-58.
Introducing new products necessitates that manufacturers not only carefully craft the initial
contract terms with retailers but also consider how the specificity of the terms influences a
retailer’s relational behaviors throughout the duration of the contract, contingent upon the new
product’s success. The authors develop a series of hypotheses to investigate new product
introductions using a multimethod design consisting of a survey of manufacturers and a
repeated measures experiment with retailers. The results indicate that manufacturers craft
increasingly specific contract terms as new product creativity increases when frequency of new
product introductions and performance ambiguity are higher. When they are lower, the positive
influence of new product creativity on contract specificity weakens and can in some instances
become negative. The results also indicate that there is no significant change in a retailer’s
relational behaviors throughout a contract’s duration when contract specificity is lower,
regardless of the new product’s success. However, under the condition of higher contract
specificity, the retailer’s relational behaviors increase (decrease) over a contract’s duration
when the new product is successful (unsuccessful).
David A. Griffith (Co-author: Jessica J. Hoppner) (2015), “Looking Back to Move Forward: An
Examination of Research in International Marketing Channels,” Journal of Retailing, 91(4), 610-
626.
Over the past fifty years, the scope of research on international marketing channels has
significantly evolved. From an early focus on factors influencing the expansion of marketing
channels internationally, the literature now investigates a myriad of topics related to the
challenges of selecting channel structures and managing channel relationships. This article
investigates the evolution of international marketing channels research by reviewing 353
international channels-related articles published from 1965 to 2014 under a periodization
approach. The assessment of the state and evolution of the literature is used as a foundation for
the identification of emerging themes that will move the field of international marketing channels
forward.
David A. Griffith (Co-authors: Jessica J. Hoppner and Ryan C. White) (2015), “Reciprocity in
Relationship Marketing: A Cross-Cultural Examination of the Effects of Equivalence and
Immediacy on Relationship Quality and Satisfaction with Performance,” Journal of International
Marketing, 23(4), 64-83.
Effective relationship marketing (RM) in a firm's global operations necessitates that the
underlying aspect of reciprocity operate consistently across markets. Unfortunately, few studies
have empirically examined the role of reciprocity in RM, let alone whether the effects of
reciprocity in RM are universal across national cultures. To address these limitations, the
authors examine reciprocity as a multidimensional norm whose dimensions of equivalence
(what is exchanged) and immediacy (when the exchange occurs) influence relationship quality
and satisfaction with performance in cross-border U.S.–Japanese interfirm relationships. The
results indicate that the effects of reciprocity on relationship quality are conditional on national
culture. Specifically, uncertainty avoidance positively moderates the positive effect of
equivalence on relationship quality, while individualism and short-term orientation positively
moderate the negative effect of immediacy on relationship quality. Moreover, a supplemental
analysis indicates that the key mediating variable RM model may not hold across all cultures
when predicting satisfaction with performance. These findings underscore the importance of
adapting RM strategies across national cultures and provide managers with recommendations
for developing high-quality cross-border buyer–seller relationships.
David A. Griffith (Co-author: Yanhui Zhao) (2015), “Contract Specificity, Contract Violation and
Relationship Performance in International Buyer-Supplier Relationships,” Journal of
International Marketing, 23 (3), 22-40.
This work examines contractual governance in international buyer-supplier relationships by
examining the linkage among contract specificity, contract violation and relationship
performance, as well as the roles played by contract monitoring and a country’s institutional
factors (e.g., country business risk and country globalization). The findings, based upon a
survey of international buyer-supplier relationships, provide new insights into a “contract
specificity → contract violation → relationship performance” model. For instance, the results
indicate that contract specificity is not directly related to contract violation, but rather that
country-level factors moderate the effectiveness of contract specificity (i.e., contract specificity is
more effective in suppressing an international buyer’s contract violation if the buyer is from a
country characterized by low business risk or high country globalization). The results also
demonstrate that the negative association between contract violation and relationship
performance can be mitigated by contract monitoring.
Nevena T. Koukova (Co-authors: Rajesh Bagchi, Haresh Gurnani, Mahesh Nagarajan and
Shweta S. Oza) (2016), “Walking in My Shoes: How Expectations of Role Reversal in Future
Negotiations Affect Present Behaviors,” Journal of Marketing Research, 53(3), 381-395.
The authors focus on repeated distributive negotiations to investigate how expectations of role
reversal in future transactions (i.e., a buyer [seller] in one transaction is the seller [buyer] in the
next transaction) affect behaviors in the current negotiation. They demonstrate that when
negotiators expect a role reversal, they are likely to make more concessions and reach
agreement more quickly in the current negotiation. The authors find that this effect is driven by
negotiators’ beliefs that they will be able to recover these concessions, because negotiators
expect their counterparts to reciprocate in the later transaction when the parties reverse roles.
However, when the two negotiations occur in different “accounting” periods (i.e., fiscal periods)
or when the negotiating parties do not explicitly communicate their willingness to reverse roles
in the future, role-reversal expectations do not affect concession making. Implications arise in
both managerial and consumer contexts where the possibility of engaging in future
negotiations—as well as reversing roles—exists.
Ju-Yeon Lee (Co-authors: Shrihari Sridhar and Robert W. Palmatier) (Forthcoming), “The Effect
of Firms’ Structural Designs on Advertising and Personal Selling Returns,” International Journal
of Research in Marketing.
Firms make substantial investments in advertising and personal selling to improve their
performance, but it is unclear how returns on the promotional mix vary across different
corporate-level organizational structures. This article identifies and integrates two structural
designs that foster customer alignment, namely, structural type (i.e., organizing corporate-level
business units around customer instead of product groups) and structural granularity (i.e.,
dividing a firm into smaller business units), then investigates how these customer-aligned
structural designs moderate the effects of the promotional mix on firm performance. An analysis
of 14 years of longitudinal, multisource, secondary data reveals that the performance effect of
investments in advertising and personal selling are enhanced by customer-aligned structural
designs. However, the synergistic effects of joint investments in advertising and personal selling
get suppressed in customer-aligned structures, because functional fragmentation results from
internal inefficiencies and complexities. To specify the tensions involved across the different
structures, the authors conduct a post hoc analysis and thereby derive organizational structure–
specific guidelines.
Ju-Yeon Lee (Co-authors: Shrihari Sridhar, Conor M. Henderson, and Robert W. Palmatier)
(2015), “Effect of Customer-Centric Structure on Long-Term Financial Performance,” Marketing
Science, 34(2), 250-268.
Firms with a customer-centric structure—an organizational design that aligns each business unit
with a distinct customer group—are expected to exhibit superior performance compared to firms
that are internally structured. Top executives invoke these customer-centric beliefs when
initiating corporate reorganizations. However, a lack of empirical evidence linking these
customer-centric structures to better long-term financial performance raises doubts if corporate
structure can truly foster customer centricity and better position a firm to satisfy customers and
hence exhibit superior performance. The current research addresses this question by using
longitudinal data (1998–2010) that links Fortune 500 firms’ corporate-level structure to
performance. Utilizing a dueling mediator model with allowance for endogeneity in a firm’s
organizational structure choice, the study reveals that a corporate-level customer-centric
structure translates to greater customer satisfaction, but simultaneously adds coordinating
costs. Further explaining customer-centric structure’s record of mixed success, the benefits of
increased customer satisfaction diminish (1) as competitors have already adopted customer-
centric structures, (2) in fragmented markets where competitors leave few unique customer
needs unaddressed, and (3) in less profitable industries. Ultimately, we show that aligning
corporate structure around customers pays off only in specific competitive environments.
Ju-Yeon Lee (Co-authors: Irina V. Kozlenkova, and Robert W. Palmatier) (2015), “Structural
Marketing: Using Organizational Structure to Achieve Marketing Objectives,” Journal of the
Academy of Marketing Science, 43(1), 73-99.
Academics and business practitioners increasingly recognize the importance of organizational
structure in marketing. Yet research examining the effects of different organizational structure
design elements on marketing outcomes remains fragmented and scarce. Accordingly, this
article seeks to synthesize and extend understanding of how firms use their organizational
structural elements to achieve marketing objectives, and to offer a new perspective of structural
marketing. In support of this research goal, a cross-disciplinary review of organizational
structure, its types, and its characteristics, in combination with theories relevant to the field of
marketing, informs an assessment of empirical findings from marketing literature. This synthesis
introduces the concept of structural marketing; the article offers both theoretical tenets and
testable propositions in support of an initial framework for using organizational structure design
elements as strategic marketing variables. Illustrative business cases reinforce these tenets,
conceptual arguments, and managerial insights.
Marina Puzakova (Co-authors: Hyokjin Kwak, Suresh Ramanathan, Joseph F. Rocereto)
(Forthcoming), “Painting Your Point: The Role of Color in Firms’ Strategic Responses to Product
Failures,” Journal of Advertising.
Color plays a significant role in firm’s strategic marketing communications and advertising. This
research examines how color (red versus blue) in advertising and marketing communications
that follow a firm failure dynamically influences consumers’ interpretations of negative firm
information and sensitivity to the firm’s response to the failure. We find that the color red used in
post-failure advertising and firm marketing communications narrows the scope of consumers’
conceptual attention on the firm failure and makes consumers less sensitive to a firm’s response
to the failure. In contrast, exposure to the color blue expands the scope of consumers’
conceptual attention and makes them integrate the firm’s response in their firm evaluations. In
addition, the negative effect of red is mitigated via the use of a more benign cue, leading to the
broadening of the scope of conceptual attention and integration of a firm’s response that are
consistent with blue cues.
Marina Puzakova (Co-authors: Hyokjin Kwak and Joseph F. Rocereto) (2015), “Better Not
Smile at the Price: The Differential Role of Brand Anthropomorphization on Price Fairness,”
Journal of Marketing, 79(4), 56-76.
This research shows that brand anthropomorphization increases the perceived unfairness of
price increases and the perceived fairness of price decreases. First, analyzing a household
panel data set, the authors demonstrate the real-world consequences of brand humanization on
consumers’ price sensitivity. Second, building on the theoretical premise that fairness judgments
depend on consumer focus on the self-versus others, they find that brand humanization
enhances perceived unfairness of price increases for agency-oriented consumers, who tend to
maximize their own self-interests. However, for communion-oriented consumers, who generally
consider the needs of others, brand humanization increases perceived fairness of both price
increases and decreases. Furthermore, because consumers’ focus on the self-versus others
also depends on relationship goals, the nature of consumer–brand relationships interacts with
agency–communion orientation to influence the effect of brand humanization on perceived price
fairness. For example, exchange relationship norms reduce the power of brand
anthropomorphization to enhance perceived fairness of price changes for communion-oriented
consumers. In contrast, the communal nature of these relationships makes both agency- and
communion-oriented consumers infer greater positive intent from a humanized (vs.
nonhumanized) brand, thus leading to a more positive effect of brand humanization on price
fairness for price decreases.
Marina Puzakova (Co-authors: Hyokjin Kwak and Monique Bell) (2015), “Beyond Seeing
McDonald’s Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and
Brands,” Journal of Advertising, 44(3), 219-231.
Given the significant growth of ethnic consumers, firms attempt to utilize various marketing
communication strategies and tactics to promote their brands to these ethnically diverse groups.
Similarly, many marketers are striving for brand crossovers by introducing ethnic offerings to
new audiences. This research focuses on one such ethnic marketing communication strategy—
the use of accented spokespersons. Building on a prosodic theory of accent, we propose that
certain prosodic features (i.e., intonation) connote associations of sincerity and trustworthiness
and, thus, affect brand sincerity perceptions. The current research also demonstrates that the
effect of intonation depends upon the degree of congruity between product ethnicity and a
spokesperson’s accent. Our results reveal that when these variables are congruent, consumers
rely on the cues that are consistent with the advertising appeals. Thus, when a message uses a
sincerity appeal, falling (versus rising) intonation leads to greater attributions of brand sincerity,
whereas when a message uses a competence appeal, rising (versus falling) intonation triggers
higher perceptions of brand sincerity. In the condition of incongruity, consumers aim to resolve
the incongruity and rely on cues that connote the trustworthiness of a message (i.e., falling
intonation). Theoretical and managerial implications conclude the paper.
K. Sivakumar (co-author: Cong Feng) (Forthcoming), “The Role of Collaboration in Service
Innovation across Manufacturing and Service Sectors,” Service Science.
This study empirically demonstrates the impact of service innovation on innovation performance
for manufacturing and service firms and finds that the effect of service innovation on innovation
performance is greater for service firms than manufacturing firms. In addition, the results show
that the relationship between the propensity for service innovation and three types of
collaboration (vertical, horizontal, and third-party collaboration) is significant. Furthermore, the
study finds that vertical and third-party collaborations are more beneficial than horizontal
collaboration for service firms. This research advances the discourse on service innovation in
two ways. First, it offers a stronger justification for examining and fostering innovation
generation in service industries. Second, the findings regarding the comparative impact of
collaboration highlight the desirability of stronger collaborations with channel members (whose
interests are aligned with the firm) and neutral entities (whose interests are not in conflict with
the firm) than with competitors (whose interests are likely not aligned with the focal firm). In
short, the research presents a detailed and nuanced view of the antecedents and
consequences of service innovation.
K. Sivakumar (co-authors: Cong Feng and Scott Fay) (2016), “Overbidding in Electronic
Auctions: Factors Influencing the Propensity to Overbid and the Magnitude of Overbidding,”
Journal of the Academy of Marketing Science, 44(2), 241-260.
This research investigates the buyer and seller characteristics that impact overbidding in
electronic auctions. Specifically, the empirical analysis shows that customers with more total
experience are less likely to overbid and that overbidding is less frequent for auction items with
higher face values. When bidder experience pertains to the same product category, the
frequency and magnitude of overbids are further reduced. This research also finds that
consumers are more likely to overbid as the bidding environment becomes more competitive.
Furthermore, auction item attributes, such as starting price, day/time of the auction, and
shipping fees, are shown to impact the propensity to overbid and the magnitude of overbidding.
The empirical results have important implications for understanding bidder behavior and for
assisting online sellers in formulating more profitable selling strategies.
K. Sivakumar (co-authors: Amit Arora and Anshu Saxena Arora) (2016), "Relationships Among
Supply Chain Strategies, Organizational Performance, and Technological and Market
Turbulences," International Journal of Logistics Management, 27(1), 206-232.
This article proposes a relational view of supply chain management strategy (RSCMS) and its
impact on organizational performance and examines the moderating role of technological and
market turbulences on these relationships. We follow an interdisciplinary approach by
integrating insights from domains such as supply chain management (SCM), operations,
marketing, management, management information systems, and technology management. The
proposed RSCMS framework presents 15 propositions that examine SCM strategies and their
interrelationships, and examine how these strategies result in superior organizational
performance. Our research provides a better understanding of supply chain strategies of
collaboration, integration, and transformation, along with market and technological turbulences
for more efficient and effective supply chains.
K. Sivakumar (2016), “A Unified Conceptualization of the Attraction Effect,” AMS Review, 6(1-
2, June), 39-58.
This research focuses on the attraction effect, a phenomenon in which the share of the focal
alternative (called “target”), relative to a second alternative (called “competitor”), increases when
a third alternative (termed “decoy”) is introduced, such that the target dominates the decoy but
the competitor does not. On the one hand, research has demonstrated the existence of the
attraction effect in a wide variety of situations; on the other hand, more recent research has
questioned the existence of the effect under some circumstances. The purpose of this research
is to provide a unified conceptual framework using the reference dependence and loss aversion
principles of prospect theory to examine the circumstances under which the attraction effect
benefits the target, the competitor, or neither. With its unifying conceptualization of the attraction
effect, the research contributes to the literature by reconciling some contradictory findings and
viewpoints and offering directions for further exploration.
5. ABSTRACTS OF CONFERENCE PRESENTATIONS
Keith Botner (Co-authors: Arul Mishra, Himanshu Mishra) (May 2016), “How Discounted Price
Displays Affect Information Search Behavior,” 2016 Theory + Practice in Marketing Conference,
Houston, TX.
Marketers invest significantly in generating consumer action, with curiosity one of many ways to
pique interest. Curiosity can be viewed as the desire to close the gap between what is known
and what is sought to be known, with the magnitude of this gap affecting one’s information
seeking. In this research, the authors examine how discounted price displays (such as $9.99)
arouse curiosity. This research moves beyond the assumption that any pre-discounted price will
elicit the same consumer response, and considers four moderating factors in i) the effect of high
and low absolute prices, ii) one’s dispositional curiosity, iii) the role of expected price and iv) the
effect of innate drives like hunger. In a series of examinations, we propose that higher (lower)
prices result in greater (less) curiosity. Findings inform psychology-based accounts of curiosity
and provide implications for marketers in understanding the effects of price on subsequent
information seeking.
Keith Botner (Co-authors: Arul Mishra, Himanshu Mishra) (June 2016), “The Sound of a Word
and Its Subjective Influence on Risk Assessment,” INFORMS Marketing Science Conference,
Shanghai, China.
The sounds of words have a profound influence on decisions made in the world around us. In
this research, we explore how this inescapable, yet uninformative, factor can influence decision-
making under uncertainty. Findings suggest that the way in which humans experience words
influences risk assessment, with significant implications affecting everyday decisions involving
named entities. Grounded in linguistics and decision theory, we explore how the medium of
phonetic structure influences risky decisions in the investment and pharmaceutical domains. We
first examine real-world data involving investment decisions with monetary consequences.
Results suggest an influence of linguistic structure on decision-making, moderated by the level
of risk. We validate these findings via two controlled lab experiments that i) examine in a similar
(investments) domain the effect of varying risk levels on the same name, and ii) extend into a
new domain (pharmaceuticals) while taking into account individuals’ inherent risk tolerance.
Findings illuminate how the seemingly uninformative yet inescapable factor of the sound of a
word influences optimism amidst risky choice, with significant implications for marketers,
consumers and policy makers.
Beibei Dong (Co-author: Jun Ye) (June 2016), “The Long-term Impact of Service Empathy and
Responsiveness on Profitability: A Frontline Employee Learning Perspective,” the INFORMS of
Marketing Science Conference, Shanghai, China.
In these increased competitive markets, organizations are facing greater pressures to improve
productivity. In response, many organizations downgrade the importance of service empathy
and responsiveness, and reduce resource allocation in these quality dimensions to contain
costs. However, the sustainability of this strategy, and its long-term impact on profitability, is
unknown. Since empathy and responsiveness are important quality dimensions that stimulate
service employees a sense of autonomy and flexibility, which could enhance commitment to
new knowledge development. Frontline employee learning provides an interesting mediating
perspective to study the links among service attributes (empathy/responsiveness), learning
capability and financial performance. Hence, drawing on deliberate learning theories, this
research examines how downgrading empathy and responsiveness would affect learning
capability, an important organizational capability, which would affect organizations’ profitability.
A large U.S. physician group has provided the research context for this study, and multiple
sources of data were collected. Patient survey responses were used to measure the
performance of empathy and responsiveness; employee responses were surveyed to evaluate
the physician unit’s learning capability; and four-year monthly archival financial data were
obtained to measure profitability. We believe the use of multiple sources of data with both
primary survey and secondary archival data provides high quality data that avoids common
method bias. The findings suggest that empathy and responsiveness positively affect
employee’s learning capability, which in turn affects organization’s probability, indicating the
short-term cost benefits of downgrading service performance may hurt an organization’s
learning capability, and ultimately compromise future profitability.
Beibei Dong (Co-author: Mei Li) (May 2016), “To Trust, or Not to Trust—That is the Question: A
Cross-Cultural Study of the Drivers and Moderators of Online Review Trustworthiness,” 2016
Academy of Marketing Science Conference, Orlando, FL.
Consumers who transact online are increasingly aware of fake reviews posted online. It is
crucial for online retailers to understand what drives the trustworthiness of online reviews to
identify and promote them. Building on the three-factor trust model, this study investigates three
review attributes—valence, rationality, and source—and their influences on review
trustworthiness. It further examines the role of consumer uncertainty avoidance when
moderating the relationship between review attributes and review trustworthiness. This study
also analyzes data from the United States and China to explore cultural disparities. Using
scenario-based experiments, the study finds support for the influence of review attributes on
review trustworthiness, which was true in both cultural contexts. However, moderation by
uncertainty avoidance differed across cultures. This study provides online retailers with service
design insights to promote trustworthy reviews, and reiterates the importance of cultural
contexts.
Beibei Dong and K. Sivakumar (August 2015), “Customer Participation in Services: What is or
Should be the Domain?” American Marketing Association Summer Educators’ Conference,
Chicago, IL.
Extant service research considers several aspects of customer participation (CP) without a clear
delineation of its domain or boundaries. To address this gap, the authors examine the
boundaries of CP. After reviewing various terminologies and definitions used in CP research,
the authors consider whether the activity is essential for service provision and whether only the
customer can perform such activity, and classify CP into three categories: mandatory,
replaceable, and voluntary. The authors demonstrate the comprehensiveness and utility of the
framework in incorporating a wide variety of CP behaviors in various service contexts, providing
conceptual clarity and synthesis, reconciling conflicting empirical findings, and offering
guidelines for service management.
David A. Griffith (Co-author: Hannah S. Lee) (Forthcoming), “Building New Product Advantage
across Markets through Customer Participation: The Role of Cross-Country Collaboration with
Multinationals,” Institute for the Study of Business Markets Biennial Academic Conference,
Emory University, Atlanta, GA.
Customer participation as an information source and co-developer are becoming increasingly
important for multinational firms in establishing new product advantage. However, success of
building new product advantage through customer participation is contingent on a
multinational’s structure of cross-country collaboration of their marketing personnel. The findings
from a survey of global marketing managers indicates that customer participation as an
information source positively influences new product advantage, but contrary to expectations
this effect is dampened when cross-country collaboration within the multinational is high.
Furthermore, customer participation as a co-developer only positively influences new product
advantage when the level of cross-country collaboration is high. Moderated mediation testing
demonstrates the influence of both cross-country collaboration and new product advantage on a
multinational’s global performance when considering both types of customer participation.
Implications for international marketing theory and practice are discussed.
David A. Griffith (Co-author: Steven H. Dahlquist) (February 2015), “OEM and Component
Supplier Use of Explicit and Normative Contracting in Collaborative Joint Profit Generation,”
2016 American Marketing Association Winter Educators’ Conference, Las Vegas, NV.
Component suppliers (CSs) and original equipment manufacturers (OEMs) form dyads
designed to achieve joint market and profit objectives that vary in terms of requirements for the
investment of management and firm resources. These collaborations also vary in terms of the
firms’ alignment of importance and goals, and not all are successful. A failed collaboration can
result in a loss of market opportunities, unsatisfactory returns on investments, and opportunism
by each firm. Firms employ governance mechanisms including explicit and normative
contracting to safeguard and facilitate success. The authors conduct a two study, multi-model
empirical analysis of the indirect effects of collaborative magnitude and collaborative alignment
on joint profits. Results of structural equation modeling indicate that CSs and OEMs regard
explicit and normative contracting as full and distinctive mediators. Further, between-group
analyses suggest that CSs’ and OEMs’ regard for the effects of collaborative magnitude and
alignment on each governance mechanism differently, and their perception of the effects of
explicit and normative on joint profits also differs.
Taewan Kim (June 2015), “The Impact of Product Concept Demonstration on the Product Line
Design” INFORMS Marketing Science Conference, Johns Hopkins University.
Trade shows have become a popular venue for firms to demonstrate new products or new
product concepts to their industry cohorts and to the public in general. In particular, trade shows
provide an opportunity for a firm to communicate differentiating features of its new products on
the horizontal and vertical dimensions. However, little research has been done regarding how
the product concept demonstration activities interact with the firm's product line design strategy
in competitive markets. In this study, the author develops a game-theoretic model of duopoly in
which each firm produces two products with two product attributes that capture both vertical and
horizontal differentiation (e.g., quality and design). The equilibrium results indicate that product
concept demonstrations in trade shows may have the effect of preempting competition, as well
as expanding the market size for both high and low quality products under certain market
conditions.
Nevena T. Koukova (Co-author: Reetika Gupta) (June 2016), “Designer Recyclable Bags:
Effects on Perceptions and Usage Behaviors,” INFORMS Marketing Science Conference,
Shanghai, China.
Marketers are currently offering well designed and fashionable recyclable bags to encourage
consumers to use them on a regular basis (e.g., Athleta, TJ Maxx, Whole Foods). In this
research we examine whether “designer” recyclable bags are differentially likely to affect the
perceptions and the usage of recyclable shopping bags compared to regular recyclable bags.
Our results support our hypothesis that respondents are more likely to use and buy the regular
recyclable bag than the designer recyclable bag. This is especially true when the reusable bag
is described in concrete terms (e.g., how to use it, or feasibility considerations) - consumers are
more likely to choose the regular bag relative to the designer bag. However, when the reusable
bag is described in abstract terms (e.g., why to use it, desirability considerations), there is no
difference in relative preferences for the two bags. We also investigate gender differences
related to the attitudes towards and choice of designer and regular recyclable shopping bags.
Ju-Yeon Lee (Co-author: Robert W. Palmatier) (Forthcoming), “Alliance Value Creation and
Appropriation through Customer-Centric Structure,” ISBM Academic Conference, Atlanta, GA.
While business practitioners have long recognized that partner’s organizational structure affects
alliance success, little is known as to how allying with a “customer-centric” partner contributes to
business performance. This paper thus examines the effect of partners’ customer-centric
structure on both alliance and firm performance.
Ju-Yeon Lee (Co-author: Shrihari Sridhar, and Robert W. Palmatier) (June 2015), “Influences
of Customer-Centric Structures on Marketing Mix Effectiveness,” MSI/JAMS Thought Leaders
Conference on Customer Engagement and Customer Relationship Management, Paris, France.
Firms make substantial investments in advertising and personal selling to improve their
performance, but it is unclear how returns from promotional mix vary across different corporate-
level organizational structures. This article identifies and integrates two structural designs that
foster customer alignment to understand how these organizational structures moderate the
effects of promotional mix on financial performance: structural type (i.e., organizing corporate-
level business units around customer groups instead of product groups) and structural
granularity (i.e., dividing a firm into smaller business units at the corporate level). Analyzing 14
years of longitudinal multisource secondary data, the authors find that these customer-aligned
structural designs enhance the individual effect of advertising and personal selling on firm
performance. However, the synergistic effects of joint investment in advertising and personal
selling on firm performance are suppressed in customer-aligned structures, due to functional
fragmentation that ensue from their internal inefficiencies and complexities. To better
understand the tensions involved in the effectiveness of promotional mix across different
structures, the authors conduct a post hoc analysis that evaluates the net impacts and optimal
budget allocations of promotional mix spending.
K. Sivakumar (November 2015), “New Product Introductions as Decoys: When are They
Effective,” Product Development and Management Association Research Forum, Anaheim.
Companies sometimes introduce new products with the sole objective of favorably influencing
the sale of their current products. These products are termed decoys – meaning that these new
products themselves are not intended to garner more sales but their mere presence is aimed to
help increase the sale of the company’s current product(s). This context effect is known as the
“attraction effect” – the share of the target brand, relative to competitor brand, increases when a
decoy is introduced such that the target brand dominates the decoy but the competitor brand
does not. Using a conceptual framework based on prospect theory, this paper examines the
circumstances in which a new product as an asymmetrically dominated decoy is effective in
increasing the sale of an existing product.
K. Sivakumar (Co-authors: S.P. Raj and Byong-Duk Rhee) (August 2015), “A Model of
Unilateral Pricing Policy Decisions,” American Marketing Association Summer Educators’
Conference, Chicago.
The use of unilateral pricing policy (UPP), in which the manufacturer sets the common minimum
retail price for all retailers, is increasingly becoming popular in the United States as a result of
recent legal developments. Given the recent adoption of UPP, conceptual modeling of
managerial decisions associated with UPP is lacking in the literature. This paper develops an
analytical framework to model unilateral pricing. Several alternative decision frameworks are
modeled. The paper also examines conditions under which UPP benefits the manufacturer and
offline and online retailers compared to the conventional pricing mechanism in which the
manufacturer sets the wholesale price and retailers then set their retail prices independently.
Theoretical implications, managerial applications, and future research directions are discussed.
6. TENURE-TRACK MARKETING FACULTY 2015-2016
Keith Botner, Assistant Professor of Marketing
Marketing Decision Making, Consumer Judgment and Decision Making
Ravi Chitturi, Associate Professor of Marketing
Technology, Innovation & Sustainability, Design and Consumer Emotions, Brand Value &
Marketing Strategy
Beibei Dong, Assistant Professor of Marketing
Customer Participation, Co-production/Co-creation, Service Failure and Recovery, Service
Quality
David A. Griffith, Iacocca Chair, Professor of Marketing and Department Chair
Inter-organizational Relationship Marketing, Global Marketing Strategy, Innovation
Taewan Kim, Assistant Professor of Marketing
Modeling in Quantitative Marketing; New Product Development, Product Concept
Demonstrations, Pricing, Positioning Strategy, and Game Theory
Nevena Koukova, Associate Professor of Marketing
Pricing, Negotiations, Digital Products, Consumer Decision Making
Ju-Yeon Lee, Assistant Professor of Marketing
Customer-centric Organization, Marketing Strategy, Quantitative Empirical Modeling, Marketing
Channels
James Maskulka, Associate Professor of Marketing
Marketing Communications, Branding, Media Research
Marina Puzakova, Assistant Professor of Marketing
Brand Positioning Strategies, Brand Inference, Anthropomorphization, Negative Brand
Performance, International and Cross-Cultural Branding
K. Sivakumar (“Siva”), Arthur Tauck Chair and Professor of Marketing
Globalization, Innovation, Pricing, Services, Supply Chains