Listen to leading professors and gain actionable insights based on peer-reviewed scientific studies published in the Journal of Marketing.
Date: September 22, 2021
Time: 1:00 PM – 2:00 PM (Eastern)
“Examining Why and When Market Share Drives Firm Profit”
Many firms use market share to set marketing goals and monitor performance. This Journal of Marketing study examines the link between market share and profits in depth by exposing when and why the link occurs. In a large multi-industry sample, the authors test the three primary mechanisms theorized to link market share with firm profits: market power (the ability to raise prices), quality signaling (reducing customer quality uncertainty), and the learning effect (experience improving operating efficiency). Results show when and why managers may be more or less advised to use market share to set goals and monitor marketing performance.
Presented by Abhi Bhattacharya (University of Alabama) and Lopo L. Rego (Indiana University)
“Households Under Economic Change: How Micro- and Macroeconomic Conditions Shape Grocery Shopping Behavior”
How does grocery shopping change with economic conditions? This Journal of Marketing study suggests that both micro (i.e., individual income) and macro (i.e., the business cycle) conditions substantially influence grocery shopping behavior in important ways. The authors examine more than 5,000 households over eight years to analyze grocery shopping behavior in terms of how they allocated their budget across brand types and store formats (shopping basket allocation), as well as how much they spend and purchase (shopping basket value). Results indicate that both micro and macroeconomic conditions have pronounced effects on households’ shopping behavior and should be used by retailers and manufacturers to adapt and navigate economic ups and downs.
Presented by Thomas P. Scholdra and Julian R. K. Wichmann (both of University of Cologne)
Future JM Webinar Dates
November 10, 2021
January 19, 2022
JM Webinars On Demand
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