Many young firms use strategic actions to attract partners who help them increase the size of their operations quickly. This article examines the use of strategic actions to attract partners and increase system size in the context of franchising. We build on research in entrepreneurship,...

To what extent do firms engage in product line actions simultaneously with actions in other marketing variables? What are the determinants of product line actions? To what extent are product line actions proactive? To what degree are they reactive? How can a firm's product line action elasticity...

We discuss the development and implementation of , a sales forecasting model, by pack size, category, channel, region, customer account and a Web-based decision support system (DSS) for consumer packaged goods. In addition to capturing the effects of such variables as past sales, trend, own and...

Pioneers' marketing mix reactions to new entries are recognized as important determinants of the outcome of pioneerlate mover competition, particularly in price-inelastic markets such as those for pharmaceuticals, cigarettes, and luxury goods. Managers in such markets are interested in better...

This paper empirically investigates the determinants of retailers' pricing decisions. It finds that competitor factors explain the most variance in retailer pricing strategy. Only in the cases of price-promotion coordination and relative brand price do category and chain factors explain much...

We develop a robust model for estimating, tracking, and managing brand equity for multicategory brands based on customer survey and financial measures. This model has two components: (1) offering value (computed from discounted cash flow analysis) and (2) relative brand importance (computed from...

Interorganizational alliances are widely recognized as critical to product innovation, particularly in high-technology markets. Many new product development (NPD) alliances tend to be asymmetric, that is, they are formed between a larger firm and a smaller firm. As is the case with alliances in...