Research: Post-Doctoral

Alexander Krasnikov | Jiayo Chen

Alexander Krasnikov’s research examines marketing capabilities and their impact on firm performance, with specific focus on firm-customer relationships.  His research is relevant to several research streams in the marketing academic literature, including marketing capabilities, return on marketing investments, and customer relationship management (CRM).  Krasnikov’s current research portfolio addresses the following points: (1.) What drives heterogeneity in the relationship between a firm’s capabilities and its performance? (2.) What explains the complex impact of the implementation of relationship marketing on a firm’s operational efficiency and profitability? (3.) How shareholder value is affected by investments in technologies (such as CRM) that enhance marketing capability; (4.) How can firms leverage marketing campaign management competences for superior return on marketing investment? (5.) How do marketing capabilities contribute to the evolution of a firm’s brand equity?  Given the broad scope of research interests, Krasnikov is following a multidisciplinary approach that is grounded in economic, financial, law, managerial and marketing theories. As a researcher, he is addressing managerially relevant topics through theoretical and methodologically rigorous approaches. Supporting that point is a recent paper of his that was accepted for publication in the Journal of Marketing and Marketing Science Institute, which also has funded of one of his more recent projects.

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Jiayo Chen’s primary research interest is in new product development (NPD) and innovation management. His early researches address two questions: (1.) Under what circumstances is a time-based strategy most effective? (2. )Which NPD processes and practices lead to NPD speed and success, especially under conditions of uncertainty? His current research focuses on holistic view of innovation and value-driven strategies. The research aims to widen our perception and understanding of the innovation to any dimensions of business, to build innovation strategies driven by the customer values, and to develop several paths for organizations to succeed. Chen is also interested in the linkage of innovation and marketing, especially in these directions: relative importance of product attributes, marketing variables, and customer characteristics on dynamic brand preference of technology products; the influence of functional value, economical value, and emotional value of technology products on their brand equity and market structure.

Chen holds a doctorate in technology management from Stevens Institute of Technology. His article at IEEE Transactions of Engineering and Management won the Bright Idea Award as one of top publications written by NJ Business Faculty in 2005. His paper won the Portland International Center for Management of Engineering and Technology “best student paper award,” and another three papers won the Institute for the Study of Business Markets’ “working paper support” honor. He is a member of editorial board of Industrial Marketing Management and has served as an ad hoc reviewer for IEEE Transactions of Engineering and Management, Technovation, and several conferences.

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