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Path dependencies and the long-term effects of routinized marketing decisions
Farris, Paul W.; Verbeke, Willem J. M. I.; Dickson, Peter; … - 2008
Persistent link: https://www.econbiz.de/10003721552
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How and Why Decision Models Influence Marketing Resource Allocations
Lilien, Gary L.; Rangaswamy, Arvind; Starke, Katrin; … - 2011
We study how and why model-based Decision Support Systems (DSSs) influence managerial decision making, in the context … "good?"; (2) What is the relationship between an anchor or reference condition, DSS-supported recommendation and decision … quality? (3) How does a DSS influence the decision process, and how does the process influence outcomes? (4) Is the effect of …
Persistent link: https://www.econbiz.de/10014092571
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Why, How and When Do Prices Land? Evidence from the Videogame Industry
H. Mireles, Carlos - 2008
We examine how new products are priced over time, where we particularly look at sharp decreases in prices. New durable products like fashion, apparel, and videogames often show a significant price cut some time after the product's introduction. We call this a price landing and we examine its...
Persistent link: https://www.econbiz.de/10012770742
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Persistence Modeling for Assessing Marketing Strategy Performance
Dekimpe, M. G.; Hanssens, Dominique M - 2005
The question of long-run market response lies at the heart of any marketing strategy that tries to create a sustainable competitive advantage for the firm or brand. A key challenge, however, is that only short-run results of marketing actions are readily observable. Persistence modeling...
Persistent link: https://www.econbiz.de/10014074269
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Modeling Dynamic Effects of the Marketing Mix on Market Shares
Fok, D.; Paap, Richard; Franses, Philip Hans - 2012
To comprehend the competitive structure of a market, it is important to understand the short-run and long-run effects of the marketing mix on market shares. A useful model to link market shares with marketing-mix variables, like price and promotion, is the market share attraction model. In this...
Persistent link: https://www.econbiz.de/10014076333
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What is the Predictive Power of Market Orientation?
Langerak, Fred - 2012
The majority of studies on market orientation claim that compelling evidence exists that market orientation has a positive effect on business performance. This study takes a closer look at forty studies that have addressed the relationship between market orientation and business performance in...
Persistent link: https://www.econbiz.de/10014031449
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The Powerful Triangle of Marketing Data, Managerial Judgment, and Marketing Management Support Systems
Bruggen, G.H. van; Smidts, A.; Wierenga, Berend - 2011
In this paper we conceptualize the impact of information technology on marketing decision-making. We argue that … developments in information technology affect the performance of marketing decision-makers through different routes. Advances in … information technology enhance the possibilities to collect data and to generate information for supporting marketing decision …
Persistent link: https://www.econbiz.de/10014031530
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Measuring Customer Value and Market Dynamics for New Products of a Firm : An Analytical Construct for Gaining Competitive Advantage
Rajagopal, Dr - 2015
on maximizing total customer value and customer satisfaction which are inter-dependent in the decision making process …
Persistent link: https://www.econbiz.de/10014028311
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Experts' Stated Behavior
Boulaksil, Youssef - 2010
We ask various experts, who produce sales forecasts that can differ from earlier received model-based forecasts, what they do and why they do so. A questionnaire with a range of questions was completed by no less than forty-two such experts who are located in twenty different countries. We...
Persistent link: https://www.econbiz.de/10012759584
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Privacy-preserving personalized revenue management
Lei, Yanzhe; Miao, Sentao; Momot, Ruslan - 2020
This paper examines how data-driven personalized decisions can be made while preserving consumer privacy. Our setting is one in which the firm chooses a personalized price based on each new customer's vector of individual features; the true set of individual demand-generating parameters is...
Persistent link: https://www.econbiz.de/10012311912