Articles

Social Control in Online Communities of Consumption: A Framework for Community Management

O. SIBAI, K. DE VALCK, A. FARRELL, J. M. RUDD

Psychology and Marketing

mars 2015, vol. 32, n°3, pp.250-264

Départements : Marketing, GREGHEC (CNRS)


Online communities of consumption (OCCs) represent highly diverse groups of consumers whose interests are not always aligned. Social control in OCCs aims to effectively manage problems arising from this heterogeneity. Extant literature on social control in OCCs is fragmented as some studies focus on the principles of social control, while others focus on the implementation. Moreover, the domain is undertheorized. This article integrates the disparate literature on social control in OCCs providing a first unified conceptualization of the topic. The authors conceptualize social control as a system, or configuration, of moderation practices. Moderation practices are executed during interactions operating under different governance structures (market, hierarchy, and clan) and serving different purposes (interaction initiation, maintenance, and termination). From this conceptualization, important areas of future research emerge and research questions are developed. The framework also serves as a community management tool for OCC managers, enabling the diagnosis of social control problems and the elaboration of strategies and tactics to address them

Suppliers caught in supermarket price wars: Victims or victors? Insights from a Dutch Price War

F. SOTGIU, K. GIELENS

Journal of Marketing Research

décembre 2015, vol. 52, n°6, pp. 784-800

Départements : Marketing

Mots clés : Retailing, Price wars, Retailer–supplier relationships, Consumer packaged goods


During retailer-initiated price wars (PWs), hundreds of brands are involved simultaneously, affecting brands’ and retailers’ positioning and ultimately making the performance outcome for individual brands difficult to predict. Likewise, the impact on brand performance after the PW, when prices are restored, is unclear. The authors use a natural-experiment approach to track brand sales and shares before, during, and after a long-lasting supermarket PW in the Dutch grocery market. They find that PWs are not truly revenue, sales, or share generators for most brands unless prices remain reduced permanently by the retailer. Only after the PW, when rivals’ prices are restored and the focal brand’s reduced retail price is maintained, can substantial sales, revenues, and share gains be realized. Moreover, restoring prices without additional price promotion support can severely damage brands’ performance. Overall, national brands can gain share, sales, and revenue, but at the cost of not restoring regular prices, while private labels can benefit even when prices are restored after the PW ends

The Chief Marketing Officer Matters!

F. GERMANN, P. EBBES, R. GREWAL

Journal of Marketing

mai 2015, vol. 79, n°3, pp.1-22

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Chief marketing officer performance implications, Marketing–finance interface, Panel data, Endogeneity, Instrumental variable


Marketing academics and practitioners alike remain unconvinced about the Chief Marketing Officer's (CMO's) performance implications. While some propose that firms benefit financially from having a CMO in the C-Suite, others conclude that the CMO has little or no effect on firm performance. Accordingly, strong calls for additional academic research regarding the CMO's performance implications exist. In response to these calls, we employ model specifications with varying identifying assumptions (i.e., rich data models, unobserved effects models, instrumental variable models, and panel internal instruments models) and use data from up to 155 publically traded firms over a 12 year period (i.e., 2000 – 2011) to find that firms can indeed expect to benefit financially from having a CMO at the strategy table. Specifically, our findings suggest that the performance (measured in terms of Tobin's q) of the sample firms that employ a CMO is, on average, about 15% greater than that of the sample firms that do not employ a CMO. This result appears to be quite robust to the type of model specification used. Marketing academics and practitioners should find our results intriguing given the existing uncertainty surrounding the CMO's performance implications. We also contribute to the methodology literature by collating diverse empirical model specifications, which can be used to model causal effects with observational data, into a coherent and comprehensive framework

The Evolution of Marketing Channel Research Domains and Methodologies: An Integrative Review and Future Directions

M. KRAFFT, O. GÖTZ, M. MANTRALA, F. SOTGIU, S. TILLMANNS

Journal of Retailing

décembre 2015, vol. 91, n°4, pp.569–585

Départements : Marketing

Mots clés : Marketing channels, Literature review, Research trends, Methodologies (conceptual, empirical, microeconomic model-based research), Future research


Marketing channels are among the most important elements of any value chain. This is because the bulk of a nation's manufacturing output flows through them. The intermediaries (e.g., distributors, wholesalers, retailers) constituting marketing channels perform specific distribution functions, such as transportation, storage, sales, financing, and relationship building, better than most manufacturers. Over his distinguished career, Louis P. Bucklin investigated many questions about the structuring and functioning of marketing channels using conceptual, empirical, and microeconomics model-based methodologies. Today, the academic marketing literature contains hundreds of articles that have employed these three broad classes of methodologies to investigate issues of channel intermediaries’ interorganizational relationships, for example, power-dependence, relational outcomes, conflict and negotiations, and manufacturing firms’ channel strategy, for example, channel structure, selection, coordination and control. So far, however, there has been no review of how the three different methodologies have contributed to advancing knowledge across this set of channels research domains. This paper is the first that aims to (1) chart how channels research employing each of the three classes of methodologies – conceptual, empirical, microeconomics model-based – has evolved over seven decades along with current trends; (2) review the contributions and shortcomings of research to date using these methodologies; and (3) suggest future research opportunities using these methodologies, separately or in an integrated fashion

The future of luxury: Challenges and opportunities

J.-N. KAPFERER

Journal of Brand Management

avril 2015, vol. 21, n°9, pp.716-726

Départements : Marketing

Mots clés : luxury branding; fashion; premium; growth; China; digital


Luxury branding has changed significantly over recent years and many say that it will never be what it once was: a discreet and tiny economic sector aimed at the rich. The rapid growth of emerging countries, led by China, has created new context for luxury growth that changes its essence and behaviour. The industry also faces challenges from technological advances and the increasing shift towards digitalization. The purpose of this article is to highlight the main areas of concern for the future of the luxury industry and how changes within it are affecting the notion of luxury itself. We hope to offer insight into the directions brand management can take to address this while proposing new areas for academic research to focus on

The Role of Comprehension Processes in Communication and Persuasion

R. S. WYER, L. SHRUM

Media Psychology

avril 2015, vol. 18, n°2, pp.163-195

Départements : Marketing, GREGHEC (CNRS)


The impact of media communications on attitude formation and change clearly depends on how the messages are comprehended. Although the role of comprehension processes in communication and persuasion has a long history in social psychology (cf. Hovland, Janis, & Kelley, 1953; McGuire, 1964, 1968, 1972; Wyer, 1974), it has received little attention in media research. In this article, we discuss both theory and research that have implications for how the comprehension of communication at early stages of processing can impact attitudinal responses to media communications, including print and broadcast advertising, narrative television programming, newspaper articles, political messages, and donation appeals

Choosing a Digital Content Strategy: How Much Should be Free?

D. HALBHEER, F. STAHL, O. KOENIGSBERG, D. LEHMANN

International Journal of Research in Marketing

juin 2014, vol. 31, n°2, pp.192-206

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Information Goods, Sampling, Content Pricing, Advertising, Dorfman- Steiner Condition


This paper studies content strategies for online publishers of digital informationgoods. It examines sampling strategies and compares their performance to paidcontent and free content strategies. A sampling strategy, where some of the contentis offered for free and consumers are charged for access to the rest, is knownas a “metered model” in the newspaper industry. We analyze optimal decisionsconcerning the size of the sample and the price of the paid content when samplingserves the dual purpose of disclosing content quality and generating advertisingrevenue. We show in a reduced-form model how the publisher’s optimal ratio ofadvertising revenue to sales revenue is linked to characteristics of both the contentmarket and the advertising market. We assume that consumers learn about contentquality from the free samples in a Bayesian fashion. Surprisingly, we find that itcan be optimal for the publisher to generate advertising revenue by offering freesamples even when sampling reduces both prior quality expectations and contentdemand. In addition, we show that it can be optimal for the publisher to refrainfrom revealing quality through free samples when advertising effectiveness is lowand content quality is high

Claiming the credit

M. BERTINI, D. HALBHEER, O. KOENIGSBERG

Business Strategy Review

2014, vol. 25, n°8

Départements : Marketing

Mots clés : *BUSINESS -- Decision making *RESEARCH *EXECUTIVES *CORPORATE profits


Impartial decisions in the best interests of the organisation are more elusive than you might think

Consumer Attitude Metrics For Guiding Marketing Mix Decisions

D. HANSSENS, K. PAUWELS, S. SRINIVASAN, M. VANHUELE, G. YILDIRIM

Marketing Science

juillet-août 2014, vol. 33, n°4, pp.534-550

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Consumer attitude metrics, Responsiveness, Potential, Stickiness, Sales conversion, Hierarchical linear model, Cross-effects model, Empirical generalizations, Dynamic programming model, Optimal marketing resource allocation

http://dx.doi.org/10.1287/mksc.2013.0841


Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand's health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mix decisions. We propose four criteria—potential, responsiveness, stickiness, and sales conversion—that determine the connection between marketing actions, attitudinal metrics, and sales outcomes.We test our approach with a rich data set of four-weekly marketing actions, attitude metrics, and sales for several consumer brands in four categories over a seven-year period. The results quantify how marketing actions affect sales performance through their differential impact on attitudinal metrics, as captured by our proposed criteria. We find that marketing–attitude and attitude–sales relationships are predominantly stable over time but differ substantially across brands and product categories. We also establish that combining marketing and attitudinal metrics criteria improves the prediction of brand sales performance, often substantially so. Based on these insights, we provide specific recommendations on improving the marketing mix for different brands, and we validate them in a holdout sample. For managers and researchers alike, our criteria offer a verifiable explanation for differences in marketing elasticities and an actionable connection between marketing and financial performance metrics

Does luxury have a minimum price? An exploratory study into consumers' psychology of luxury prices

J.-N. KAPFERER, C. KLIPPERT, L. LEPROUX

Journal of Revenue & Pricing Management

février 2014, vol. 13, n°1, pp.2-11

Départements : Marketing


Consumer studies show that luxury evokes high prices. However, the remarkable growth of this sector is based on its extension to the middle class, with affordable prices. This is a paradox: luxury needs to be expensive, yet grew being accessible. Hence the question: If consumers want to access to luxury, below what price would they consider that it is no more luxury? Is there a minimum price? This research explores how consumers decode luxury prices, how are lower prices compatible with luxury. Strong brands have indeed a larger latitude for accessible pricing than new luxury brands


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