Consumer Preference Formation and Pioneering Advantage

TL;DR: In this paper, a structural Bayesian learning model was developed to estimate prior and dynamic perception spillovers across competing brands only when brands are sufficiently similar, and no evidence of spillover effects across brands that are highly dissimilar.

TL;DR: In this paper, the authors assess strategic CSR initiatives, inquiring into the conditions that might give rise to a sustainable competitive advantage in social performance, and propose that for a CSR initiative to lead to sustainable first-mover advantage, it must be central to the firm's mission, provide firm-specific benefits, and be made visible to external audiences.

TL;DR: A meta-analysis is performed to formulate generalizations on the effectiveness of pharmaceutical promotional instruments, finding that DTP elasticities are higher than DTC elasticities, but the relative effectiveness of DTP instruments depends on the disease category.

TL;DR: In this article, the authors investigate managerial and organizational factors associated with engaging in a market pioneering strategy and find that top management risk taking and the firm-level capability of market responsiveness are associated with market pioneering.

TL;DR: In this paper, the six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research, which may be used for both upper-division undergraduate and graduate level courses.

TL;DR: In this paper, a review of empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge is provided by two fundamental distinctions: consumer expertise is distinguished from product-related experience and five distinct aspects, or dimensions, of expertise are identified.

TL;DR: Theoretical and empirical literature on mechanisms that confer advantages and disadvantages on first-mover firms are surveyed and recommendations are given for future research.

TL;DR: A context theory of classificatio n is described in which judgments are assumed to derive exclusively from stored exemplar information, and the main idea is that a probe item acts as a retrieval cue to access information associated with stimuli similar to the probe.