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
December 8, 2021
January 19, 2022
JM Webinars On Demand
- Households Under Economic Change: How Micro- and Macroeconomic Conditions Shape Grocery Shopping Behavior
- 9/22/2021 | This 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.
- Examining Why and When Market Share Drives Firm Profit
- 9/22/2021 | This study examines the link between market share and profits in depth by exposing when and why the link occurs.
- Wage Inequality: Its Impact on Customer Satisfaction and Firm Performance
- 7/7/2021 | This study finds that a firm can improve its short-term profitability by increasing wage inequality. However, the firm jeopardizes its customer relationships in the process and profitability suffers in the long run.
- The Concept of Authenticity: What it Means to Consumers
- 7/7/2021 | Many marketers do not know what consumers mean by “authenticity.” This webinar explores this issue by identifying how consumers assess the authenticity of consumption experiences.
- Better Marketing for a Better World: An Invitation
- 5/12/2021 | This webinar launches the BMBW initiative—and the BMBW Special Issue—by addressing the many challenges we face as a field in developing new BMBW knowledge, and the many opportunities we have to overcome them.
- Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing
- 4/28/2021 Webinar for Scholars | The current research faculty incentive system in business schools is broken and unsustainable in the long run – here’s how to fix it.
- Marketing Ideas: How to Write Research Articles that Readers Understand and Cite
- 4/28/2021 Webinar for Scholars | Scholars write unclearly in part because they forget that they know more about their research than readers, a phenomenon called “the curse of knowledge.”
- Do Nudges Reduce Disparities? Choice Architecture Compensates for Low Consumer Knowledge
- 3/17/2021 | Automatic enrollment (defaults) and other nudges reduce gaps between low- and high-socioeconomic status Americans.
- How Marketing Perks Influence Word of Mouth
- 3/17/2021 | Commonly used marketing perks can effectively foster WOM if they are framed in a way that lowers their perceived contractuality.
- Reality Check: Infusing Ecological Value into Academic Marketing Research
- 3/9/2021 Webinar for Scholars | Harald van Heerde and Christine Moorman discuss ways to enhance the real-world relevance of academic marketing research by focusing on ecological value.
- What if Customers are Not Into Your Brand? How to Leverage Existing Consumer–Brand Relationships
- 1/27/2021 | This research is the first to examine how marketers can more effectively manage existing brand relationships by focusing on the psychological distance between consumers and brands.
- Using Visual Elicitation of Brand Perception for Brand Management
- 1/27/2021 | The authors propose a new platform that uses the power of visuals to depict detailed representations of customers’ relationships with a brand.
- Caring for the Commons: Strategies to Enhance Stewardship of our Public Lands
- 11/19/2020 | This study identifies a simple psychological mechanism that can be used to increase stewardship behaviors for the benefit of public goods.
- Maximizing the Effectiveness of AI Coaches for Sales Agents
- 11/19/2020 |This study explores the growing use of AI to coach sales agents to determine how such coaches can be deployed to maximize their sales effectiveness.
- Managing Digital Advertising Inefficiencies
- 10/14/2020 | This research seeks to help marketers and policymakers understand four pervasive issues in digital advertising markets and how they impact market efficiency.
- Managing Marketing Agility
- 10/14/2020 | Leveraging a review of the academic literature and in-depth interviews with practicing marketers, this webinar reviews the essential features of marketing agility.
- Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time
- 9/23/2020 | There’s a common notion that in order to truly enjoy a live event, an eventgoer should put their phone away and live in the moment. But is this actually true?
- Do Spoilers Really Spoil? Measuring the Effect of Spoiler Reviews on Box Office Revenue
- 9/23/2020 | The film industry tends to discourage spoilers in movie reviews, but this study finds that spoiler reviews actually have a positive effect on box office revenue.
- When Does Corporate Social Irresponsibility Become News? Evidence from More than 1,000 Brand Transgressions Across Five Countries
- 7/15/2020 | Media outlets do not report corporate misconduct consistently and independently; instead, media are influenced by their own interests, including advertising revenues paid by offending companies.
- Does Company Sociopolitical Activism Influence Company Performance?
- 7/15/2020 | The authors analyze 293 corporate sociopolitical activism events to understand the impact on the firm’s stock market performance.
- The Customer Experience Secrets of Leisure Brands
- 5/27/2020 | The world’s top leisure brands have built empires by creating sticky journeys that keep customers as engaged as possible.
- Branding Cultural Products in International Markets
- 5/27/2020 | Reframing a brand name in overseas markets may be necessary if it is culturally distant to foreign consumers.
- Writing an Outstanding Review
- 4/22/2020 Webinar for Scholars | Journal of Marketing editors Christine Moorman and Harald van Heerde share ideas and advice for academics looking to write an outstanding review for a journal.
- Business-to-Business E-Negotiations and Influence Tactics
- 3/18/2020 | In B2B e-sales, increasing buyer attention by 30% increases the likelihood of a contract award sevenfold.
- Personalized Cancer Outreach Saves Both Lives and Money
- 3/18/2020 | A JM study demonstrates that using machine learning to personalize marketing to cancer patients can improve ROI by 74%-96%.
- Creating Boundary-Breaking, Marketing-Relevant Consumer Research
- 1/22/2020 | How can marketing researchers create boundary-breaking consumer research that has impact beyond a narrow set of marketing academics?
- Using Text for Marketing Insight
- 10/29/2019 | How can marketing managers and academics best use textual data to derive marketing insight?
- How Marketer-Generated Content Can Drive Customer Engagement
- 9/11/2019 | Can event marketers effectively engage customers and enhance the sentiment of customers’ social media contributions even after a poor event performance?
- How to Sell to Barricaded Buyers in B2G and B2B Settings
- 9/11/2019 | Suppliers are only allowed limited contact with their buying team once their requests for proposals (RFPs) hit the streets. How can suppliers effectively sell to buyers who are sheltered by these barricades?
- Brand Coolness
- 8/7/2019 | This presentation offers insights on the key qualities of brand coolness and how it can be measured and managed by companies.
- How to Drive Better Engagement From Sponsored Blogging
- 8/7/2019 | This presentation offers insights on steps companies can take to increase the effectiveness of sponsored blogging campaigns.
- The Hidden Secrets of Creating a Viral YouTube Ad
- 6/7/2019 | Using results from the ads of 109 top brands, measures of emotion, and over 60 ad characteristics, this webinar offers insight into which ads go viral and why.
- The Common Wisdom About Marketing Cocreated Innovations Is Wrong
- 6/7/2019 | While adopted by nearly 78% of companies, cocreation has yielded disappointing results to date. This webinar offers insights into why some cocreated products succeed and others fail – focusing on marketing communications as a lever that can help drive success.
- 5 Ways to Reduce Consumption and Slow Climate Change
- 5/2/2019 | Recent climate reports indicate we are fast spoiling our natural environment, which will have consequences for this and future generations. This webinar provides a framework driven by psychological research to help marketers, policy makers, and sustainability leaders guide consumers to more sustainable behaviors.
- How to Extinguish an Online Brand Firestorm
- 5/2/2019 | More than 65 million firms leverage online brand communities, but these communities are vulnerable to online firestorms and negative electronic word of mouth (eWOM). This webinar provides online community managers with advice regarding the conditions that make eWOM go viral and how to detect and prevent online firestorms.
- Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies
- 3/7/2019 | Venture capitalists are constantly looking for new startups to invest in, and research labs are their hunting grounds. This Journal of Marketing study explores the process of market scoping for early-stage technologies—a critical but underexplored marketing challenge of science commercialization.
- Paywalls: Monetizing Online Content
- 3/7/2019 | These researchers examined the New York Times‘ paywall implementation to study how paywalls are deployed, how they impact engagement, and what effect they have on offline (print) subscriptions.
- Does It Pay to Be Real? Understanding Authenticity in TV Advertising
- 2/7/2019 | Researchers analyzed 323 television ads across 67 brands and four years to measure the impact of authenticity on the sales of fast-moving consumer goods (FMCG).
- Does a Customer on the Board of Directors Affect Business-to-Business Firm Performance?
- 2/7/2019 | A Journal of Marketing article examines the little-studied practice of putting a customer on a board of directors to determine whether it positively or negatively impacts firm performance.
- Selling the Premium in Freemium
- 12/6/2018 | When done right, the freemium business model can help drive massive traffic to companies’ websites, provide a “try before you buy” experience that overcomes user resistance to paying, and convert free users to paying customers.
- How Consumers’ Political Ideology and Status-Maintenance Goals Interact to Shape Their Desire for Luxury Goods
- 12/6/2018 | Is there such a thing as Rolex Republicans? A new study in the Journal of Marketing decidedly says yes.
- When and How Board Members with Marketing Experience Facilitate Firm Growth
- 10/4/2018 | Companies looking to accelerate growth should appoint senior marketers to their boards. New research explains how companies can take advantage of marketing experience.
- Why the Future of Online Shopping Is Multi-Device, Not Mobile
- 10/4/2018 | Find out why marketers and businesses should encourage multidevice shopping with tools such as cross-device shopping carts.
- In-Store Mobile Phone Use and Customer Shopping Behavior
- 8/2/2018 | An international research team reports on the impact of mobile phone use on in-store behavior and spending.
- Optimizing Video Content for Views and Sales
- 8/2/2018 | A breakthrough analytics-based methodology to help marketers edit trailers for online movies.