MKT 397 Marketing Management and Strategy Srinivasan.doc

8/12/2019 MKT 397 Marketing Management and Strategy Srinivasan.doc

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Research proposal.You will be required to develop a research proposal. The proposal

developed must have a strategic marketing focus and include the following:

1. Introduction - An Overview of the Proposed Research2. Literature Review - Concepts and Principles, Theory, Empirical Studies (ideally this

section should be sufficient in depth and breadth so as to lead to a publishable reviewarticle).

3. Proposed Research Design and Methodology, including: study rationale, researchobjectives, theory development, statement of hypotheses, research design, model

specification, statistical tests, dummy tables (if you dont have the necessary data).

4. References (provided in a bibliography).You must submit a 3-page outline of the proposed research by March 28

th, 2011 and the

complete proposal by May 9, 2011. You should be prepared to make a presentation of your

proposed research (about 15 minutes) in class on May 2, 2011. Details will be discussed in class.

Final exam. There will be a take-home final exam that will account for 25 % of your grade.

The exam will be given to you on Wednesday May 4, 2011 and is due back on Friday May 6,2011.

Grading

There will be four components of your grade:

Class participation 25%

Weekly written submissions 25%Research proposal 25%In class final exam 25%

Total 100%


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Marketing Management and Strategy Seminar

Spring 2011: Course Outline

Date Topic

Jan 24, 2011 Introduction to Marketing Strategy

Jan 31, 2011 Theories of the Firm

Feb 7, 2011 Theories of Competition

Feb 14, 2011 Organizational Learning

Feb 21, 2011 Sales Management

Feb 28, 2011 Distribution Channels

March 7, 2011 Pricing Strategy

March 21, 2011 New Product Development

March 28, 2011 Market Entry Strategies

April 4, 2011 Branding and Brand Equity

April 11, 2011 Customer Service and Service Quality

April 18, 2011 Marketing Metrics

April 25, 2011 Contemporary Readings

May 2, 2011 Final Exam


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Assigned Readings

January 24, 2011

Introduction to Marketing Strategy

Webster, Frederick E. Jr. (1992), The Changing Role of Marketing in the Corporation,Journal

of Marketing, 56 (October), 1-17.

Day, George S. and David B. Montgomery (1999), Charting New Directions for Marketing,Journal of Marketing, 63 (Special Issue), 3-13.

Srivastava, Rajendra K., Tassaduq A. Shervani and Liam Fahey (1998), Market-based Assets

and Shareholder Value: A Framework for Analysis,Journal of Marketing, 52(January): 2-18.

P. Rajan Varadarajan, Satish Jayachandran, and J. Chris White (2001), Strategic

Interdependence in Organizations: Deconglomeration and Marketing Strategy,Journal of

Marketing, 65 (January), 15-28.

Jan 31, 2011

Theories of the Firm

Wernerfelt, Birger (1984), A Resource-based View of the Firm,Strategic Management

Journal, 5(2), 171-180.

Barney, Jay (1991), Firm Resources and Sustained Competitive Advantage,Journal ofManagement, 17 (1), 99-120.

Bergen, Mark, Dutta, Shantanu, and Orville C. Walker, Jr. (1992), Agency Relationships in

Marketing: A Review of the Implications and Applications of Agency and Related Theories,

Journal of Marketing, 56 (July), 1-24.

Rindfleisch, Aric and Jan B. Heide (1997), Transaction Cost Analysis: Past, Present, and FutureApplications,Journal of Marketing, 61 (October), 30-54.

Feb 7, 2011

Theories of Competition

Day, George S. and Robin Wensley (1988), Assessing Advantage: A Framework for

Diagnosing Competitive Superiority,Journal of Marketing, 52 (April), 1-20.

Dierickx, Ingemar and Karel Cool (1989), Asset Stock Accumulation and Sustainability ofCompetitive Advantage,Management Science, 35 (December), 1504-1511.

Dickson, Peter R. (1992), Toward a General Theory of Competitive Rationality,Journal ofMarketing, 56 (January), 69-83.

Hunt, Shelby D. and Robert M. Morgan (1995), The Comparative Advantage Theory of

Competition,Journal of Marketing, 59 (April), 1-15.
http://web3.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+D712A20D%2D7290%2D407E%2D8BF8%2D24DC3F86D316%40sessionmgr5+95F8&_us=bs+AU++wernerfelt+cst+0%3B1+db+0+ds+AU++wernerfelt+dstb+ES+fh+0+gl+RV++Y+hd+0+hs+%2D1+or+Date+ri+KAAACBXA00161636+sl+0+sm+ES+ss+SO+7E03&fn=41&rn=41http://web3.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+D712A20D%2D7290%2D407E%2D8BF8%2D24DC3F86D316%40sessionmgr5+95F8&_us=bs+AU++wernerfelt+cst+0%3B1+db+0+ds+AU++wernerfelt+dstb+ES+fh+0+gl+RV++Y+hd+0+hs+%2D1+or+Date+ri+KAAACBXA00161636+sl+0+sm+ES+ss+SO+7E03&fn=41&rn=41http://web3.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+D712A20D%2D7290%2D407E%2D8BF8%2D24DC3F86D316%40sessionmgr5+95F8&_us=bs+AU++wernerfelt+cst+0%3B1+db+0+ds+AU++wernerfelt+dstb+ES+fh+0+gl+RV++Y+hd+0+hs+%2D1+or+Date+ri+KAAACBXA00161636+sl+0+sm+ES+ss+SO+7E03&fn=41&rn=41http://web3.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+D712A20D%2D7290%2D407E%2D8BF8%2D24DC3F86D316%40sessionmgr5+95F8&_us=bs+AU++wernerfelt+cst+0%3B1+db+0+ds+AU++wernerfelt+dstb+ES+fh+0+gl+RV++Y+hd+0+hs+%2D1+or+Date+ri+KAAACBXA00161636+sl+0+sm+ES+ss+SO+7E03&fn=41&rn=41http://web3.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+D712A20D%2D7290%2D407E%2D8BF8%2D24DC3F86D316%40sessionmgr5+95F8&_us=bs+AU++wernerfelt+cst+0%3B1+db+0+ds+AU++wernerfelt+dstb+ES+fh+0+gl+RV++Y+hd+0+hs+%2D1+or+Date+ri+KAAACBXA00161636+sl+0+sm+ES+ss+SO+7E03&fn=41&rn=41


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Feb 14, 2011

Organizational Learning

Jaworski, Bernard J. and Ajay K. Kohli (1993), Market Orientation: Antecedents and

Consequences,Journal of Marketing, 57 (July), 53-70.

Day, George S. (1994), The Capabilities of Market-Driven Organizations,Journal ofMarketing, 58 (October), 37-52.

Moorman, Christine (1995), Organizational Market Information Processes: Cultural

Antecedents and New Product Outcomes,Journal of Marketing Research, 32 (August), 318-

335.

Clark, Bruce H. and David B. Montgomery (1999), Managerial Identification of Competitors,Journal of Marketing, 63 (July), 67-83.

Feb 21, 2011

Sales Management

John, George and Barton Weitz (1989), Salesforce Compensation: An Empirical Investigation

of the Use of Salary Versus Incentives,Journal of Marketing Research, 26(February), 1-14.

Spiro, Rosann and Barton Weitz (1990), Adaptive Selling: Conceptualization, Measurement,

and Nomological Validity,Journal of Marketing Research, 27(February), 51-60.

Chowdhury, Jhinuk (1993), "The Motivational Impact of Sales Quota on Effort,Journal ofMarketing Research, 30 (February), 28-41.

Kohli, Ajay K., Tasadduq A. Shervani, Goutam N. Challagalla (1998), Learning and

Performance Orientation of Salespeople: The Role of Supervisors,Journal of Marketing

Research, 35 (May), 263-274.

Feb 28, 2011

Distribution Channels

Bergen, Mark, Shantanu Dutta, and Orville Walker (1992), Agency Relationships in Marketing:

A Review of the Implications and Applications of Agency and Related Theories,Journal of

Marketing, 56(July), 1-24.

Rindfleisch, Aric, and Jan. B. Heide (1997), Transaction Cost Analysis: Past, Present, & Future

Applications, Journal of Marketing, 61(4), 30-54.

Jap, Sandy D (2001), "Pie Sharing" in Complex Collaboration Contexts,Journal of MarketingResearch, 38(1), 86-99.

Srinivasan, Raji (2006), Dual Distribution and Firm Intangible Value: Insights from Restaurant

Chains,Journal of Marketing, 70(3), 120-135.
http://web20.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+3CA3450D%2D483F%2D47B8%2D820F%2D40B3CF4FD0EE%40Sessionmgr4%2DSessionmgr3+8713&_uh=btn+Y+fst+Journal++of++Marketing++Research++%28JMR%29+idb+buhish+jdb+buhjnh+lst+Journal++of++Organizational++Change++Management+md+B+op+scan+shn+1+ss+journal++of++marketing++research+3747&_us=bs+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+cst+0%3B1+db+0+ds+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+dstb+ES+fcl+Aut+hd+0+hs+%2D1+or+Date+ri+KAAACB3B00341655+sl+0+sm+ES+ss+SO+F4CA&fn=1&rn=8http://web20.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+3CA3450D%2D483F%2D47B8%2D820F%2D40B3CF4FD0EE%40Sessionmgr4%2DSessionmgr3+8713&_uh=btn+Y+fst+Journal++of++Marketing++Research++%28JMR%29+idb+buhish+jdb+buhjnh+lst+Journal++of++Organizational++Change++Management+md+B+op+scan+shn+1+ss+journal++of++marketing++research+3747&_us=bs+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+cst+0%3B1+db+0+ds+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+dstb+ES+fcl+Aut+hd+0+hs+%2D1+or+Date+ri+KAAACB3B00341655+sl+0+sm+ES+ss+SO+F4CA&fn=1&rn=8http://web20.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+3CA3450D%2D483F%2D47B8%2D820F%2D40B3CF4FD0EE%40Sessionmgr4%2DSessionmgr3+8713&_uh=btn+Y+fst+Journal++of++Marketing++Research++%28JMR%29+idb+buhish+jdb+buhjnh+lst+Journal++of++Organizational++Change++Management+md+B+op+scan+shn+1+ss+journal++of++marketing++research+3747&_us=bs+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+cst+0%3B1+db+0+ds+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+dstb+ES+fcl+Aut+hd+0+hs+%2D1+or+Date+ri+KAAACB3B00341655+sl+0+sm+ES+ss+SO+F4CA&fn=1&rn=8http://web20.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+3CA3450D%2D483F%2D47B8%2D820F%2D40B3CF4FD0EE%40Sessionmgr4%2DSessionmgr3+8713&_uh=btn+Y+fst+Journal++of++Marketing++Research++%28JMR%29+idb+buhish+jdb+buhjnh+lst+Journal++of++Organizational++Change++Management+md+B+op+scan+shn+1+ss+journal++of++marketing++research+3747&_us=bs+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+cst+0%3B1+db+0+ds+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+dstb+ES+fcl+Aut+hd+0+hs+%2D1+or+Date+ri+KAAACB3B00341655+sl+0+sm+ES+ss+SO+F4CA&fn=1&rn=8http://web20.epnet.com/citation.asp?tb=1&_ug=dbs+0+ln+en%2Dus+sid+3CA3450D%2D483F%2D47B8%2D820F%2D40B3CF4FD0EE%40Sessionmgr4%2DSessionmgr3+8713&_uh=btn+Y+fst+Journal++of++Marketing++Research++%28JMR%29+idb+buhish+jdb+buhjnh+lst+Journal++of++Organizational++Change++Management+md+B+op+scan+shn+1+ss+journal++of++marketing++research+3747&_us=bs+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+cst+0%3B1+db+0+ds+%7BJN++%22Journal++of++Marketing++Research++%28JMR%29%22++and++DT++20010201%7D+dstb+ES+fcl+Aut+hd+0+hs+%2D1+or+Date+ri+KAAACB3B00341655+sl+0+sm+ES+ss+SO+F4CA&fn=1&rn=8


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March 7, 2011

Pricing

Noble, Peter and Thomas Gruca (1999), "Industrial Pricing: Theory and Managerial Practice,

Marketing Science, 18 (3), 435-454.

Nijs, Vincent R., Marnik G Dekimpe, Jan-Benedict Steenkamp. E.M. and Dominique M.Hanssens (2001), The Category-Demand Effects of Price Promotions,Marketing Science, 20(1), 1-21.

Soman, Dilip and John Gourville (2001), Transaction Decoupling: How Price Bundling Affects

the Decision to Consume,Journal of Marketing Research, 38 (1), 30-44.

Bolton, Ruth N. and Matthew B. Myers (2003), Price-Based Global Market Segmentation forServices,Journalof Marketing, 67(July), 108-28.

March 21, 2011

New Product Development

Chandy, Rajesh K. and Gerard J. Tellis (2000), The Incumbent's Curse? Incumbency, Size, and

Radical Product Innovation, Journal of Marketing, 64 (3), 1-17.

Putsis Jr., William P. and Barry L. Bayus (2001), An Empirical Analysis of Firms' Product Line

Decisions,Journal of Marketing Research, 38 (1), 110-118.

Dahl, Darren W. and Page Moreau (2002), The Influence and Value of Analogical ThinkingDuring New Product Ideation,Journal of Marketing Research, 39 (1), 47-60.

Urban, Glen L. and John R. Hauser (2004), Listening In to Find and Explore New

Combinations of Customer Needs,Journal of Marketing, 68 (2), 72-87.

Hauser, John, Gerard J. Tellis, and Abbie Griffin (2006), Research on Innovation: A Reviewand Agenda for Marketing Science,Marketing Science, 25(6), 687-717.

Proposal for Research Proposal Due

28 March 2011

Market Entry Strategies

Carpenter,Gregory S. and Kent Nakamoto (1989), Consumer Preference Formation and

Pioneering Advantage,Journal of Marketing Research, 26(3), 285-298.

Golder, Peter and Gerald Tellis (1993), Pioneer Advantage: Marketing Logic or Marketing

Legend?Journal of Marketing Research, 30(May), 158-171.

Shankar,Venkatesh; Gregory S. Carpenter and Lakshman Krishnamurthy (1998), Late Mover

Advantage: How Innovative Late Entrants Outsell Pioneers, Journal of Marketing Research,35(1), 54-70.
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7/8

7

Chandrashekaran, Deepa and Gerard J. Tellis (2008), Global Takeoff of New Products: Culture,

Wealth, or Vanishing Differences?Marketing Science, 27(5), 844-860.

April 4, 2011

Branding and Brand Equity

Keller, Kevin (1993), Conceptualizing, Measuring, and Managing Customer-Based BrandEquity,Journal of Marketing, 57(1), 1-23.

Deborah Roedder, Barbara Loken, and Christopher Joiner (1998), The Negative Impact of

Extensions: Can Flagship Products Be Diluted,Journal of Marketing, 62 (January), 19-32.

Lemon, Katherine N and Stephen M. Nowlis (2002), Developing Synergies Between

Promotions and Brands in Different Price-Quality Tiers,Journal of Marketing Research39 (2),171-186.

Erdem,Tlin and Baohong Sun (2002), An Empirical Investigation of the Spillover Effects of

Advertising and Sales Promotions in Umbrella Branding,Journal of Marketing Research,

39(4), 408-420.

April 11, 2011

Customer Service and Service Quality

Boulding, William; AjayA Kalra, Richard Staelin and Valarie Zeithaml (1993), Dynamic

Process Model of Service Quality: From Expectations to Behavioral Intentions,Journal of

Marketing Research, 30 (1), 7-27.

Bergen, Mark, Shantanu Dutta, and Steven Shugan (1996) Branded Variants: A Retailer

Perspective,Journal of Marketing Research, 33(February), 9-19.

Fournier, Susan and David Mick (1999), Rediscovering Satisfaction,Journal of Marketing,

63(4), 5-23.

Bendapudi,Neeli and Robert P. Leone (2002), Managing Business-to-Business Customer

Relationships Following Key Contact Employee Turnover in a Vendor Firm,Journal ofMarketing, 66 (2), 83-101.

Kamakura, Wagner A.; Mittal, Vikas; De Rosa, Fernando; Mazzon, Jos Afonso (2002),

Assessing the Service-Profit Chain,Marketing Science, 21 (3). 294-317.

April 18, 2011

Marketing Metrics

Boulding, William (1990), Unobservable Effects and Business Performance: Do Fixed Effects

Matter,Marketing Science, 9 (Winter), 88-91.

Srivastava, Rajendra, Tassaduq Shervani, and Liam Fahey (1998), Market-Based Assets andShareholder Value: A Framework for Analysis,Journal of Marketing, 62 (1), 1-14.
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8/8

8

Reinartz, Werner J. and V. Kumar (2000), On the Profitability of Long-Life Customers in a

Noncontractual Setting: An Empirical Investigation and Implications for Marketing,Journal of

Marketing, 64 (4), 17-38.

Mizik, Natalie and Jacobson, Robert Jacobson (2003), Trading Off Between Value Creation andValue Appropriation: The Financial Implications of Shifts in Strategic Emphasis,Journal of

Marketing, 67(January), 63-76.

Rao, Vithala R., Manoj K. Agarwal, and Denise Dahlhoff (2004), How Is Manifest Branding

Strategy Related to the Intangible Value of a Corporation?Journal of Marketing, 68 (4), 126-41.

April 25, 2011

Contemporary Readings

Students to decidewill be discussed on first day of class

May 2, 2011

Student Presentations
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MKT 397 Marketing Management and Strategy Srinivasan.doc