1,781 research outputs found
Getting Marketing Back in the Boardroom: Understanding the Drivers of Marketing’s Influence within the Firm
No full textExplaining Choice and Share of Category Requirements of Biologic Meat
Full text linkIn this paper we examine factors determining choice and consumption of biologic or organic meat. In our model explaining choice and share of category requirements, we consider economic/marketing variables (quality, price, and distribution), emotions (fear, empathy, andguilt), social norms, environmental variables (environmental concern, green behavior, and perceived consumer effectiveness) as main antecedents of the choice and share of categoryrequirements of bio-meat. We also control for the effect of socio-demographics. Using a sample of 269 Dutch consumers we estimate a Tobit (2) model explaining choice and share of category requirements. Our results show that the choice for biologic meat is mainly affected by perceived quality of bio meat, in addition to the price-perception and fear of the health consequences of eating regular meat. Price perceptions and fear are also important determinants of share of category requirements, but beyond these factors empathy and social norms are also determinants of share of category requirements. Theoretical and policy implications of our results are discussed.modeling;consumers;environmentalism;organic products
Predicting Customer Potential Value: an application in the insurance industry
Full text linkFor effective Customer Relationship Management (CRM), it is essential to have information on the potential value of customers. Based on the interplay between potential value and realized value, managers can devise customer specific strategies. In this article we introduce a model for predicting the potential value of a current customer. Furthermore, we discuss and apply different modeling strategies for predicting this potential value.marketing models;customer potential;customer relationship management;insurance industry
The Quest for Citations: Drivers of Article Impact
Full text linkWhy do some articles become building blocks for future scholars, while many others remain unnoticed? We aim to answer this question by contrasting, synthesizing and simultaneously testing three scientometric perspectives – universalism, social constructivism and presentation – on the influence of article and author characteristics on article citations. To do so, we study all articles published in a sample of five major journals in marketing from 1990 to 2002 that are central to the discipline. We count the number of citations each of these articles has received and regress this count on an extensive set of characteristics of the article (i.e. article quality, article domain, title length, the use of attention grabbers and expositional clarity), and the author (i.e. author visibility and author personal promotion). We find that the number of citations an article in the marketing discipline receives, depends upon “what one says†(quality and domain), on “who says it†(author visibility and personal promotion) and not so much on “how one says it†(title length, the use of attention grabbers, and expositional clarity). Our insights contribute to the marketing literature and are relevant to scientific stakeholders, such as the management of scientific journals and individual academic scholars, as they strive to maximize citations. They are also relevant to marketing practitioners. They inform practitioners on characteristics of the academic journals in marketing and their relevance to decisions they face. On the other hand, they also raise challenges towards making our journals accessible and relevant to marketing practitioners: (1) authors visible to academics are not necessarily visible to practitioners; (2) the readability of an article may hurt academic credibility and impact, while it may be instrumental in influencing practitioners; (3) it remains questionable whether articles that academics assess to be of high quality are also managerially relevant.Impact;Citation Analysis;Referencing;Scientometrics;Cite
Interview With P.C. Hodgell
Full text linkP.C. Hodgell, author of God Stalk and Dark of the Moon, was one of the many authors who attended Mythcon XIX in Berkeley last summer. She was good enough to meet with the Mythic Circle writers\u27 roundtable and share some of her experiences with us. The following is transcribed from a low-quality tape; when it was possible to recognize a speaker’s voice I have identified them - others are noted as ct. Hope you enjoy it
Predicting Customer Lifetime Value in Multi-Service Industries
Full text linkCustomer lifetime value (CLV) is a key-metric within CRM. Although, a large number of marketing scientists and practitioners argue in favor of this metric, there are only a few studies that consider the predictive modeling of CLV. In this study we focus on the prediction of CLV in multi-service industries. In these industries customer behavior is rather complex, because customers can purchase more than one service, and these purchases are often not independent from each other. We compare the predictive performance of different models, which vary in complexity and realism. Our results show that for our application simple models assuming constant profits over time have the best predictive performance at the individual customer level. At the customer base level more complicated models have the best performance. At the aggregate level, forecasting errors are rather small, which emphasizes the usability of CLV predictions for customer base valuation purposes. This might especially be interesting for accountants and financial analysts.forecasting;value;customer relationship management;customer lifetime value;customer segmentation;database marketing;interactive marketing
Nonequilibrium and classical dissipation scalings in DNS of homogeneous isotropic decaying turbulence
No full textWe present data from direct numerical simulations of homogeneous isotropic decaying turbulence showing both the non-equilibrium and the classical dissipation scalings reported in wind-tunnel experiments of both regular and fractal grid-generated turbulence, i.e. Cε ∼ (Re0/Reλ)n with n of order unity and Cε ∼ constant, respectively (Re0 and Reλ are global and local Reynolds numbers). These two dissipation behaviours lead to different power-law decay exponents in both regimes also in accord with the experiments. Finally, we show that in both regimes the maximum non-linear energy cascade flux, Π, reasonably satisfies the classical expectation that Π ∼ K3/2/l
- …
