Still a Major Player: Marketing’s Role in Today’s FirmsJan 01, 1999
What is marketing’s level of influence within the organization relative to other functional groups?
Taking Stock of Consumers’ In-store DecisionsJan 01, 1999
How do grocery shoppers decide what to buy? This study takes a close look at in-store activity and how it affects consumer purchase behavior.
More Variety, Less Cost? Component-sharing Strategies Put to the TestJan 01, 1999
For manufacturers of assembled products, component sharing is one way to increase product variety and reduce costs. But what are the real costs and benefits of the strategy? Here, researchers develop a framework for evaluation.
Beyond EDLP/HiLo: A New Look at Retailer PricingJan 01, 1999
Contrary to popular thought, grocery retailers’ pricing strategies are diverse and complex. This study examines pricing across stores and markets, and uncovers the rules of thumb that guide retailer decision making.
The Idea Itself: Predicting New Product SuccessJan 01, 1999
How can managers separate new product winners from losers early in the development process? Examine the product idea, suggests this new study. Researchers have developed a framework for classifying new ideas that offers a powerful predictor of the product’s eventual fate.