Articles

A multi-cultural study of salespeople's behavior in individual pay-for-performance compensation systems: when managers are more equal and less fair than others

D. ROUZIES, Vincent ONYEMAH, Dawn IACOBUCCI

Journal of Personal Selling & Sales Management

septembre 2017, vol. 37, n°3, pp.198-212

Départements : Marketing, GREGHEC (CNRS)

Mots clés : financial incentives; fairness; salespeople; international compensation; culture

http://www.tandfonline.com/doi/full/10.1080/08853134.2017.1337519


In this research, we examine salespeople’s behavior in individual pay-for-performance compensation systems and show how perceived management fairness seems to energize sales employees in some environments but not in others. We use alarge multicountry database of individual-level remuneration for more than 2,500 salespeople across four B2B industrysectors to demonstrate cultural adaptations of the effect of perceived management fairness. The results indicate that topmanagement should be concerned with employees’ perceptions of fairness in addition to the more typical concerns ofcontrol and motivation widely acknowledged in the microeconomics-based sales-force compensation literature. Inparticular, we show that perceptions of management fairness are key to salespeople’s proportion of total pay generated by pay-for-performance formulas.

An Experience-Utility Explanation of the Preference for Larger Assortments

A. AYDINLI, Y. GU, M. PHAM

International Journal of Research in Marketing

septembre 2017, vol. 34, n°3, pp.746-760

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Assortment size; Affect; Emotion; Consumer decision making

http://www.sciencedirect.com/science/article/pii/S0167811617300526


Although choosing from large assortments has often been found to be demotivating, a robust finding in the marketing literature is that consumers generally prefer larger product assortments. Standard explanations for this preference for larger assortments have focused on reason-based considerations revolving around large assortments enabling potentially “better” choices. This paper offers a different and novel, affect-based explanation. We argue that the relative preference for larger assortments is driven in part by the greater experience utility that consumers derive from reviewing such assortments. Because most products are carriers of positive affect, consumers tend to derive greater experience utility from reviewing larger assortments compared to smaller assortments. Support for this general proposition was found across four experimental studies using different strategies to document the role of affect-based experience utility in driving the preference for larger assortments. Theoretical and substantive implications are discussed

Beyond the Target Customer: Social Effects of CRM Campaigns

E. ASCARZA, P. EBBES, O. NEDZER, M. DANIELSON

Journal of Marketing Research

juin 2017, vol. 54, n°3, pp.347-363

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Customer Relationship Management (CRM), Field experiments, Targeting, Churn, Retention, Mobile

http://journals.ama.org/doi/10.1509/jmr.15.0442


Customer Relationship Management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. We demonstrate that, in business settings that are characterized by network externalities, a CRM campaign that is aimed at changing the behavior of specific customers propagates through the social network, thereby also affecting the behavior of non-targeted customers. Using a randomized field experiment involving nearly 6,000 customers of a mobile telecommunications provider, we find that the social connections of targeted customers increase their consumption and are less likely to churn due to a campaign that was neither targeted at them nor offered them any direct incentives. We estimate a social multiplier of 1.28. That is, the effect of the campaign on first-degree connections of targeted customers is 28% of the effect of the campaign on the targeted customers. By further leveraging the randomized experimental design we show that, consistent with a network externality account, the increase in activity among the non-targeted but connected customers is driven by the increase in communication between the targeted customers and their connections, making the local network of the non-targeted customers more valuable. Our findings suggest that in targeting CRM marketing campaigns, firms should consider not only the profitability of the targeted customer, but also the potential spillover of the campaign to non-targeted but connected customers

Comment le bien-être des salariés génère de la rentabilité

M. ERTZ, D. ROUZIES, E. SARIGOLLU

Harvard Business Review

18 juillet 2017, vol. hbrfrance.fr

Départements : Marketing, GREGHEC (CNRS)

http://www.hbrfrance.fr/chroniques-experts/2017/07/16331-bien-etre-salaries-genere-de-rentabilite/


Incorporating hidden costs of annoying ads in display auctions

V. STOURM, Eric BAX

International Journal of Research in Marketing

septembre 2017, vol. 34, n°3, pp.622-640

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Online advertising, Pricing, Mechanism design

http://www.sciencedirect.com/science/article/pii/S0167811617300071


Media publisher platforms often face an effectiveness-nuisance tradeoff: more annoying ads can be more effective for some advertisers because of their ability to attract attention, but after attracting viewers’ attention, their nuisance to viewers can decrease engagement with the platform over time. With the rise of mobile technology and ad blockers, many platforms are becoming increasingly concerned about how to improve monetization through digital ads while improving viewer experience.We study an online ad auction mechanism that incorporates a charge for ad impact on user experience as a criterion for ad selection and pricing. Like a Pigovian tax, the charge causes advertisers to internalize the hidden cost of foregone future platform revenue due to ad impact on user experience. Over time, the mechanism provides an incentive for advertisers to develop ads that are effective while offering viewers a more pleasant experience. We show that adopting the mechanism can simultaneously benefit the publisher, advertisers, and viewers, even in the short term.Incorporating a charge for ad impact can increase expected advertiser profits if enough advertisers compete. A stronger effectiveness-nuisance tradeoff, meaning that ad effectiveness is more strongly associated with negative impact on user experience, increases the amount of competition required for the mechanism to benefit advertisers. The findings suggest that the mechanism can benefit the marketplace for ad slots that consistently attract many advertisers

Le management face au judiciaire: Un nouveau domaine d’enseignement et de recherche

R. LAUFER, Y. MULLER-LAGARDE

Revue Française de Gestion

novembre-décembre 2017, vol. 43, n°269, pp.11-17

Départements : Marketing

https://rfg.revuesonline.com/articles/lvrfg/abs/2017/08/rfg00209/rfg00209.html


Payment Evasion

S. BUEHLER, D. HALBHEER, M. LECHNER

Journal of Industrial Economics

décembre 2017, vol. 67, n°4, pp.804-832

Départements : Marketing, GREGHEC (CNRS)

http://onlinelibrary.wiley.com/doi/10.1111/joie.2017.65.issue-4/issuetoc


This paper shows that a firm can use the purchase price and the fine imposedon detected payment evaders to discriminate between unobservable con-sumer types. Assuming that consumers self-select into regular buyers andpayment evaders, we show that the firm typically engages in second-degreeprice discrimination in which the purchase price exceeds the expected fine.In addition, we find that higher fines do not necessarily reduce paymentevasion. We illustrate with data from fare dodging on public transportation

The friend or foe fallacy: Why your best customers may not need your friendship

F. DALSACE, S. JAP

Business Horizons

juillet-août 2017, vol. 60, n°4, pp.483-493

Départements : Marketing

Mots clés : Organizational relationships, Customer partnerships, Relational strategies, Mutual value creation, Value co-creation, Customer strategy

https://www.sciencedirect.com/science/article/pii/S0007681317300307


Organizational transactions are handled along a continuum of the firm’s customer relationships, ranging from relational and friendly to more adversarial and us-versus-them in demeanor. For top customers, the approach is almost always close and relational. In this article, we question this view and suggest that it is beneficial to condition the firm’s relationship development efforts on an understanding of the true value to be gained from partnering and increased closeness. We provide a framework with which managers can diagnose their current portfolio of relationships with key customers or suppliers and offer suggestions for action. We provide an empirical illustration of the typical distribution of responses among five regions of the framework and discuss its implications

The Role of Cultural Communication Norms in Social Exclusion Effects

J. LEE, L.-J. SHRUM, Y. YI

Journal of Consumer Psychology

janvier 2017, vol. 27, n°1, pp.108-116

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Social exclusion; Culture; Communication norms; Helping; Conspicuous consumption

http://www.sciencedirect.com/science/article/pii/S1057740816300432


Previous research suggests that when social exclusion is communicated in an explicit manner, consumers express preferences for helping, whereas when it is communicated in an implicit manner, they express preferences for conspicuous consumption. However, this may not always hold true. In the present research, we put forward a theoretical framework explaining that exclusion effects depend on the extent to which exclusion is communicated in a culturally normative or counter-normative manner, rather than whether it is communicated in an explicit or implicit manner. We show that exclusion communicated in a cultural norm-congruent manner produces preferences for helping, whereas exclusion communicated in a cultural norm-incongruent manner produces preferences for conspicuous consumption. We further show that the differential needs self-esteem and power threatened by normative and counter-normative exclusion explain these distinct preferences.

Uncertainty, Art and Marketing - Searching for the Invisible Hand

R. LAUFER

Philosophy of Management

novembre 2017, vol. 16, n°3, pp.217–240

Départements : Marketing

Mots clés : Institution, Art, Marketing, Legitimacy, Pragmatism, Uncertainty

https://link.springer.com/article/10.1007/s40926-017-0063-0#citeas


The development of art marketing as a new field of management occurs in a context of great confusion as to what constitutes the very definition of art, one aspect of this confusion being nothing else but the confusion between art and marketing itself. This confusion leads to conflicts between those who consider that art should be defined by a clear aesthetic criterion and those who accept the absence of such a criterion as a legitimate consequence of the principle of freedom which applies both to the creation of the artist and to the taste of the public. This state of confusion does not seem to be experienced in the same way in France where it has tended to be considered as a symptom of crisis in the world of art and in the United States where it has raised as a dominant force in contemporary art. Hence the confusion of art and marketing varies as a function of time (as shown by the emergence of a new field of management) and of space (as shown by the comparison of the French and American cases). It will be proposed that it is possible to account for these historical fluctuation thanks to an institutional approach based on the notion of system of legitimacy. We shall propose the essentially dynamic institutional foundations of modernity leading to the proliferation of innovations which consequences are ever more difficult to anticipate as a reason why, in America, philosophers coming from the analytic tradition found it meaningful to address questions such as “What is art” (Arthur Danto) or “When is there art” (Nelson Goodman”) expressing the need to go beyond pragmatism as expressed by John Dewey’s Art as Experience to promote a positive attitude towards contemporary art, while, in France confusion between art and marketing has been commonly considered negatively as the sign of the triumph of the most radical form of rhetoric, i.e. sophism


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