| 2012 | BelBrandTheLaughingCowChallenge Rucker, Derek D and David DuBois. 2012. Bel Brand: The Laughing Cow Challenge. Case 5-311-505. Abstract The case features Bel-Brand’s efforts to position its flagship brand The Laughing Cow in the US. The challenges in this case are twofold. First, choose a viable position for a brand after a period of high growth following the South Beach Craze. The difficulty here is that the initial driver of the brand’s position, the South Beach Craze, an environmental factor, is dwindling and is not sustainable. Second, the brand was receiving pressure from global stakeholders to try to unify the positioning in the US with the global brand positioning. These are both challenges that were faced by the marketing team and raised in the case.
| Case |
| 2012 | SuperSizeMeProductSizeasaSignalofStatus DuBois, David, Derek D Rucker and Adam D. Galinsky. 2012. Super Size Me: Product Size as a Signal of Status. Journal of Conusmer Research. 38(6): 1047-1062. | Article |
| 2012 | SupplierDevelopmentResponsibilityandNPDProjectOutcomesTheRolesofMonetaryQuantificationofDifferencesandSupporting-DetailGathering Wynstra, Finn, James Anderson, James A. Narus and Marc Wouters. Forthcoming. Supplier Development Responsibility and NPD Project Outcomes: The Roles of Monetary Quantification of Differences and Supporting-Detail Gathering. Journal of Product and Innovation Management. | Article |
| 2012 | TheFrontiersofMarketingintheThirdMillenium Kotler, Philip and Ravi Achrol. Forthcoming. The Frontiers of Marketing in the Third Millenium. Journal of the Academy of Marketing Science. | Article |
| 2011 | ABayesianVariableSelectionApproachtoMajorLeagueBaseballHittingMetrics McShane, Blake, A. Braunstein, J. Piette and S. T. Jensen. 2011. A Bayesian Variable Selection Approach to Major League Baseball Hitting Metrics. Journal of Quantitative Analysis in Sports. 7(4): 1-24. | Article |
| 2011 | AdvertisingStrategy | Book |
| 2011 | ADynamicModelofSponsoredSearchAdvertising Yao, Song and Carl F. Mela. 2011. A Dynamic Model of Sponsored Search Advertising. Marketing Science. 30: 447-468. | Article |
| 2011 | AMouth-WateringProspectSalivationtoMaterialReward Gal, David. Forthcoming. A Mouth-Watering Prospect: Salivation to Material Reward. Journal of Consumer Research. | Article |
| 2011 | AnsweringtheUnaskedQuestionResponseSubstitutioninConsumerSurveys Gal, David and Derek D Rucker. 2011. Answering the Unasked Question: Response Substitution in Consumer Surveys. Journal of Marketing Research. 48(1): 185-195. Abstract
Researchers and practitioners alike frequently survey
consumers to gain insights into their attitudes, preferences, and beliefs. The authors propose a potentially pervasive, but as of yet
unidentified, source of bias in survey responding.
Specifically, they propose that respondents' answers to questions might
sometimes reflect attitudes that respondents want to convey but that the
researcher has not asked about, a phenomenon termed 'response substitution.' The authors examine this proposition in a series of three
experiments that demonstrate the phenomenon, provide support for the process
account, and identify boundary conditions. They also
discuss general theoretical, methodological, and practical implications as well
as specific implications for research on attitudes and contingent valuation. | Article |
| 2011 | APlaceMarketingandBrandManagementPerspectiveRevisited Kotler, Philip and David Gertner. 2011. "A Place Marketing and Brand Management Perspective Revisited." In Destination Brands: Managing Place Reputation, 3rd ed., edited by Nigel Morgan, Annette Pritchard and Roger Pride, Burlington, MA: Elsevier BUtterworth-Heinemann. | Book Chapter |
| 2011 | APlaceMarketingandBrandManagementPerspectiveRevisited Kotler, Philip and David Gertner. 2011. "A Place Marketing and Brand Management Perspective Revisited." In Destination Brands: Manageing Place Reputation, edited by Nitel Morgan, Annette Prichard, and Roger Pride, Oxford, United Kingdom: Butterworth Heineman, 3. | Book Chapter |
| 2011 | AStatisticalAnalysisofMultipleTemperatureProxiesAreReconstructionsofSurfaceTemperaturesOvertheLast1000YearsReliable McShane, Blake and A. J. Wyner. 2011. A Statistical Analysis of Multiple Temperature Proxies: Are Reconstructions of Surface Temperatures Over the Last 1000 Years Reliable?. Annals of Applied Statistics. 5(1): 5-44. | Article |
| 2011 | AStep-by-StepGuidetoSmartBusinessExperiments Anderson, Eric T. and Duncan Simester. 2011. A Step-by-Step Guide to Smart Business Experiments. Harvard Business Review. 89(3): 98. | Article |
| 2011 | AsymmetricOptionEffectsonEaseofChoiceCriticismandDefense Maimaran, Michal. Forthcoming. Asymmetric Option Effects on Ease of Choice Criticism and Defense. Organizational Behavior and Human Decision Processes. Abstract Individuals often criticize others’ choices and seek to defend their own. In theory, the ease of criticizing a particular choice should correspond to the ease of defending it. However, we demonstrate that differences in the types of arguments put forth in choice criticism and defense result in a systematic discrepancy in the ease with which these tasks are performed. Specifically, criticism arguments tend to be based on norms or conventions, and defense arguments on idiosyncratic tastes or circumstances; accordingly, whether the chosen option is perceived as un/conventional significantly affects ease of choice criticism but has little or no impact on ease of choice defense. Furthermore, assessing the ease of choice defense increases the choice share of unconventional options, whereas judging the ease of choice criticism has only a small impact on choice. We discuss the implications of our findings with respect to research on reason-based choice in socially-intensive environments.
| Article |
| 2011 | BringingusTogetherorDrivingusApartTheEffectofSolicitingConsumerInputonConsumersPropensitytoTransactwithanOrganization Liu, Wendy and David Gal. 2011. Bringing us Together or Driving us Apart: The Effect of Soliciting Consumer Input on Consumers’ Propensity to Transact with an Organization. Journal of Consumer Research. 38(2): 242-259. | Article |
| 2011 | ChoiceByValueEncodingandValueConstructionProcessesofLossAversion Willemsen, Martijn C, Ulf Böckenholt and Eric J. Johnson. 2011. Choice By Value Encoding and Value Construction: Processes of Loss Aversion. Journal of Experimental Psychology: General. 140 | Article |
| 2011 | CiscoSystemsLaunchingtheASR1000SeriesRouterUsingSocialMediaMarketing Sawhney, Mohanbir. 2011. Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing. Case 5-111-008 (KEL579). Abstract This case focuses on Cisco Systems’ innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Cisco’s bold plan to launch the ASR 1000 Series “virtually, visually, and virally” and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Business marketers normally adopt a more serious and traditional approach to marketing its products but in this case Cisco had decided to buck that trend by exploring digital tools and social gaming avenues which its target client – the technical community – were increasingly frequenting. Cisco’s challenge lay in whether this new approach and resultant value proposition would resonate with its technical audience and give the ASR 1000 Router the kind of publicity it needed to have. The case is set at a time when social media was burgeoning as a promising way to engage consumers more deeply with brands and products, but marketers were still experimenting with the tools and tactics of social media for marketing.
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| 2011 | CognitiveandAffectiveMatchingEffectsinPersuasionAnAmplificationPerspective Clarkson, Joshua, Zakary Tormala and Derek D Rucker. 2011. Cognitive and Affective Matching Effects in Persuasion: An Amplification Perspective. Personality and Social Psychology Bulletin.(37): 1415-1427. | Article |
| 2011 | CompetingforaConsumersIdentityLimitstoSelf-ExpressionandthePerilsofLifestyleBranding Chernev, Alexander, Ryan Hamilton and David Gal. 2011. Competing for a Consumer’s Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal of Marketing. 75: 66-82. | Article |
| 2011 | CustomerRelationshipManagement Calder, Bobby and Edward Malthouse. 2011. "Customer Relationship Management." In Wiley International Encyclopedia of Marketing , edited by N.J. Sheth and N. Malhotra, 44-52. Hoboken, NJ: Wiley-Blackwell. | Book Chapter |
| 2011 | DesignTheoryDemarketingandBehavioralEconomicsFosteringInterdisciplinaryGrowthinSocialMarketing Lefebvre, R. Craig and Philip Kotler. 2011. "Design Theory, Demarketing, and Behavioral Economics: Fostering Interdisciplinary Growth in Social Marketing." In The Sage Handbook of Social Marketing, edited by Gerald Hastings, Kathryn Angers, and Carol Bryant, Thousand Oaks, CA: Sage. | Book Chapter |
| 2011 | ForecastingDenosumab Calkins, Timothy and Nayna Aggarwal. 2011. Forecasting Denosumab. Case 5-111-004 (KEL531). Abstract This case looks at an important business task: forecasting a new product. The case can be used to teach finance, marketing (new product introduction), and healthcare strategy. The product is one of Amgen’s most important new products: denosumab. On the surface, the case is fairly easy; students simply have to do some simple mathematical calculations. However, the challenges of forecasting quickly become apparent; every forecast depends on some critical assumptions and the answer can vary dramatically.
| Case |
| 2011 | FromRumorstoFactsandFactstoRumorsTheRoleofCertaintyDecayinConsumerCommunications DuBois, David, Derek D Rucker and Zakary Tormala. 2011. From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications. Journal of Marketing Research.: 1020-1032. | Article |
| 2011 | GenerousPaupersandStingyPrincesPowerDrivesConsumerSpendingonSelfandOthers Rucker, Derek D, David DuBois and Adam D. Galinsky. 2011. Generous Paupers and Stingy Princes: Power Drives Consumer Spending on Self and Others. Journal of Consumer Research. 37(6): 1015-1029. | Article |
| 2011 | HindsightbiasvisualaidsandlegaldecisionmakingTimingiseverything Fessel, F. and Neal Roese. 2011. Hindsight bias, visual aids, and legal decision making: Timing is everything. Social Psychology and Personality Compass. 5/4: 180-193. | Article |
| 2011 | IndiaJournalWhyIndiasDemographicDividendWillLagChinas Krishnamurthi, Lakshman and Sugandha Khandelwal. "India Journal: Why India’s Demographic Dividend Will Lag China’s." Wall Street Journal, April 8, 2011. | Other |
| 2011 | IngredientBrandingMakingtheInvisibleVisible Kotler, Philip and Waldermar Pfoertsch. 2011. Ingredient Branding: Making the Invisible Visible. New York: NY: Springer. | Book |
| 2011 | LowesCompaniesInc.OptimizingtheMarketingCommunicationsMix Sawhney, Mohanbir, Aarti Kumar, Hilary Meyer, Coby Neuenschwander, Sang' ona Oriedo, Mallika Pradhan, Garima Sethi. 2011. Lowe’s Companies, Inc.: Optimizing the Marketing Communications Mix. Case 5-111-010 (KEL563). Abstract Lowe’s, the second largest home improvement retailer in the world, had launched an ambitious new program in early 2009 and entered the arena of kitchen remodeling service providers. With this decision, Lowe’s was making a concerted effort to move beyond its traditional DIY customer base and capture the attention of the do-it for-me customer. Lowe’s chief competitors were the market leader Home Depot, Sears, Menards, and IKEA along with an assortment of smaller independent service contractors. The case describes the challenges Lowe’s faced as it embarked on this transition to the services sector. It illustrates how consumer insights lead to customer experience mapping which then forms the basis of an integrated marketing communications program. It also illustrates how to build a quantitative framework for allocating marketing investments across the marcomm mix. The Lowe’s marketing team had the task of creating the optimal marketing communication mix and successfully engaging those consumers interested in kitchen remodeling.
| Case |
| 2011 | ManagingConsumerReturnsinaCompetitiveEnvironment Shulman, Jeffrey D., Anne Coughlan and R. Canan Savaskan-Ebert. 2011. Managing Consumer Returns in a Competitive Environment. Management Science. 57(2): 347-362. | Article |
| 2011 | MarketingChannelStrategy Coughlan, Anne. 2011. "Marketing Channel Strategy." In Wiley International Encyclopedia of Marketing, edited by Robert A. Peterson and Roger A. Kerin, vol. Volume 1, 133-142. West Sussex: UK: John Wiley and Sons, Ltd. . | Book Chapter |
| 2011 | MediationAnalysisinSocialPsychologyCurrentPracticesandNewRecommendations Rucker, Derek D, Kristopher Preacher, Zakary Tormala and Richard Petty. 2011. Mediation Analysis in Social Psychology: Current Practices and New Recommendations. Social and Personality Psychology Compass . 5(6): 359-371. | Article |
| 2011 | MultipleRoutestoSelfversusOther-ExpressioninConsumerChoice Maimaran, Michal and Itamar Simonson. 2011. Multiple Routes to Self versus Other-Expression in Consumer Choice. Journal of Marketing Research. 48: 755-765. Abstract Studies of consumer decision making often begin with the identification of a dimension on which options differ, followed by an analysis of the factors that influence preferences along that dimension. Building on a conceptual analysis of a diverse set of problems, we identify a class of related consumers choices (e.g., extreme versus compromise, hedonic versus utilitarian, risky versus safe) that can all be classified based on their levels of self- versus other-expression (or un/conventionality). As we show in four studies, these problem types respond similarly to manipulations that trigger or suppress self-expression. Specifically, priming self-expression systematically increases the share of the self-expressive options across choice problems. Conversely, expecting to be evaluated decreases the share of the self-expressive options across the various choice dilemmas. Additionally, priming risk-seeking increases only choice of risky gambles, but not of other self-expressive options. Our findings highlight the importance of seeking underlying shared features across different consumer choice problems, instead of treating each type in isolation.
| Article |
| 2011 | OldSpiceRevitalizingGlacialFalls Rucker, Derek D and David DuBois. 2011. Old Spice: Revitalizing Glacial Falls. Case 5-411-752 (KEL619). Abstract This case features Old Spice’s efforts to reposition Glacial Falls after sales stagnated in the United States. The challenges in this case are twofold. First, it sets the stage for deciding whether and how to reposition a brand after a period of significant stagnation. This entails a targeting dilemma about whether to keep existing customers or take the risk of losing them to go after a new target. Second, this case examines whether the company should make a sensory change in the product (i.e., the scent) or whether it should undertake a cognitive change in the positioning of the product instead.
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| 2011 | OrchestrationProcessesinNetwork-CentricInnovationEvidencefromtheField Nambisan, Satish and Mohanbir Sawhney. 2011. Orchestration Processes in Network-Centric Innovation: Evidence from the Field. Academy of Management Perspectives. 25(3) Abstract
Companies have increasingly shifted from innovation initiatives that are centered on internal resources to those that are centered on external networks—a shift from our current focus on firm-centric innovation to network-centric innovation. In this paper, we combine insights from product development and network theory with evidence from an extensive field study to describe the nature of a hub firm’s orchestration processes in network-centric innovation. Our analysis indicates that network orchestration processes reflect the interplay between elements of innovation design and network design. Promising directions for future research related to network-centric innovation are discussed.
| Article |
| 2011 | PackagingandBrandConcepts Calder, Bobby and Steven Dupui. 2011. "Packaging and Brand Concepts." In Wiley International Encyclopedia of Marketing , edited by N.J. Sheth and N. Malhotra, Hoboken, NJ: Wiley-Blackwell. | Book Chapter |
| 2011 | PhilipKotlersContributionstoMarketingTheoryandPractice Kotler, Philip. 2011. "Philip Kotler's Contributions to Marketing Theory and Practice." In Special Issue: Marketing Legends (Review of Marketing Research), edited by Naresh K. Malhotra, vol. 8, West Yorkshire, UK: Emerald Group Publishing. | Book Chapter |
| 2011 | PositioningtheTataNanoA Tybout, Alice and Natalie Fahey. 2011. Positioning the Tata Nano (A). Case 5-311-506(A) (KEL602). Abstract
The case focuses on positioning a new brand, the Tata Nano. The car has been widely publicized as the world’s cheapest car at Rs.1 lakh. Students must consider the gap between the ultimate target, the huge emerging middle class of Indian consumers, and the limited capacity and distribution available in choosing a target. They also must select between alternative competitive frames and the various points of difference they highlight. The case unfolds in two stages. The first decision point is in 2009, at the launch of the time of the product launch. The second decision point is 18 months later, after production capacity has increased and some product safety issues have arisen.
| Case |
| 2011 | PositioningtheTataNanoB Tybout, Alice and Natalie Fahey. 2011. Positioning the Tata Nano (B). Case 5-311-506(B) (KEL603). Abstract
The case focuses on positioning a new brand, the Tata Nano. The car has been widely publicized as the world’s cheapest car at Rs.1 lakh. Students must consider the gap between the ultimate target, the huge emerging middle class of Indian consumers, and the limited capacity and distribution available in choosing a target. They also must select between alternative competitive frames and the various points of difference they highlight. The case unfolds in two stages. The first decision point is in 2009, at the launch of the time of the product launch. The second decision point is 18 months later, after production capacity has increased and some product safety issues have arisen.
| Case |
| 2011 | PowerandChoiceTheirDynamicInterplayinQuenchingtheThirstforPersonalControl Inesi, M. Ena, Simona Botti, David DuBois, Derek D Rucker and Adam D. Galinsky. 2011. Power and Choice: Their Dynamic Interplay in Quenching the Thirst for Personal Control. Psychological Science.(22): 1042-1048. | Article |
| 2011 | ProfitsareApparent.BrandHealthIsNot Calkins, Timothy. "Profits are Apparent. Brand Health Is Not!." Strategic Innovators, March 8, 2011. | Other |
| 2011 | RegretsofthetypicalAmericanFindingsfromanationallyrepresentativesample Morrison, M. and Neal Roese. 2011. Regrets of the typical American: Findings from a nationally representative sample. Social Psychological and Personality Science. 2: 576-583. | Article |
| 2011 | Re-InventingMarketingtoManagetheEnvironmentalImperative Kotler, Philip. 2011. Re-Inventing Marketing to Manage the Environmental Imperative. Journal of Marketing. 75: 4. | Article |
| 2011 | RejoinderAStatisticalAnalysisofMultipleTemperatureProxiesAreReconstructionsofSurfaceTemperaturesOvertheLast1000YearsReliable McShane, Blake and A. J. Wyner. 2011. Rejoinder: A Statistical Analysis of Multiple Temperature Proxies: Are Reconstructions of Surface Temperatures Over the Last 1000 Years Reliable?. Annals of Applied Statistics. 5(1): 99-123. | Article |
| 2011 | SemanticAnchoringinSequentialEvaluationsofVicesandVirtues Chernev, Alexander. 2011. Semantic Anchoring in Sequential Evaluations of Vices and Virtues. Journal of Consumer Research. 37(5): 761-774. | Article |
| 2011 | SocialMarketingforPublicHealthGlobalTrendsandSuccessStories Cheng, Hong, Philip Kotler and Nancy Lee. 2011. Social Marketing for Public Health: Global Trends and Success Stories. Sudbury: MA: Jones and Bartlett. | Book |
| 2011 | SonyTargetsLaptopConsumersinChinaSegmentGlobalorLocal Grayson, Kent and Sachin Waikar. 2011. Sony Targets Laptop Consumers in China: Segment Global or Local?. Case 5-311-500 (KEL614). Abstract The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is country-specific and product-specific. The other is a global segmentation study, which covers all regions and all of Sony’s many consumer electronics. Which segmentation study should the manager rely on—or is there a way to rely on both? After deciding which study is best, which consumer should the manager target, and with what position?
| Case |
| 2011 | StrategicMarketingManagement | Book |
| 2011 | StuckintheMiddleThePsychophysicsofGoalPursuit Bonezzi, Andrea, Miguel Brendl and Matteo De Angelis. Forthcoming. Stuck in the Middle: The Psychophysics of Goal Pursuit. Psychological Science. | Article |
| 2011 | TechnicalNotePresentingWell Abstract Presenting is a critical skill for anyone in business. The ability to get up in front of a group and present an analysis or recommendation is a core, basic skill. Many students, however, struggle with presentations. This short technical note lays out best practices on presenting. It focuses on four keys to success. The note is well suited for any course in which students are expected to present.
| Case |
| 2011 | TheCambodianNationalHIVAIDSProgramSuccessfulScale-UpthroughInnovation Wolcott, Robert C., Alex Hurd and Stephanie Wolcott. 2011. The Cambodian National HIV/AIDS Program: Successful Scale-Up through Innovation. Case 5-311-502 (KEL606). Abstract In January 2005 Dr. Mean Chhi Vun, director of the Cambodian National Center for HIV/AIDS, Dermatology and STDs (NCHADS), needed to decide how to control the spread of HIV/AIDS and save the lives of thousands of Cambodians who were dying from it each year. In the seven years since Dr. Vun had been appointed director, NCHADS had built an organization that was transparent and efficient, had implemented a nationwide 100 percent Condom Use Program, had established a system that allowed individuals to voluntarily seek confidential counseling and testing, and had instituted a set of guidelines and procedures for staff at health facilities to refer HIV-positive patients to treatment clinics and link them with NGOs providing financial and psychosocial support.
Now, however, Dr. Vun faced decisions about three initiatives that were critical to expanding care and treatment programs in his country. First, he needed to decide how to quickly and cost-effectively improve the national HIV/AIDS laboratory support infrastructure. Second, Dr. Vun needed to improve logistics and supply management in order to get the best prices and ensure patients had access to life-saving medicines. Finally, he needed to figure out how to provide sustainable care and treatment to the thousands of Cambodian children living with HIV/AIDS.
| Case |
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