Assessment centers: A contrast of usage in diverse environments

The assessment center technique for sales force selection, promotion, career development, and training has received substantial attention. In addition to being cited as having substantial potential for more traditional sales management applications, the approach has been identified as well-suited for cross-cultural and multinational sales environments. This study appraises assessment center applications in two divergent settings: the United States and Europe. Expectations of greater awareness and utilization among European marketing managers were confirmed. © 1995 John Wiley & Sons, Inc.     

Offering value and capturing surplus: A strategy for private label sales in a new customer loyalty building scenario

The competition between private label brand and national brands in the diaper category is investigated from the view of the private label brand manager. In this category, new customers routinely enter the category buying entry-level diaper sizes (for infants) and then progress to buy larger diaper sizes over time (as their child grows older). Thus, consumer comparisons between the private label brand and national brands are focused on single diaper sizes during any single purchase scenario. Because private label brands are known to suffer from low quality perceptions that often understate the true quality levels of private label brands, this paper advances a pricing strategy to optimize private label performance in the category. The private label brand should price significantly low for small diaper sizes (maintaining a sizeable price gap from national brand competitors). Then, in most cases, the private label brand should shrink the size of this price gap for large diaper size offerings. This strategy will successfully offer initial value to new customers, build private label brand quality perceptions and loyalty, and then capitalize on these gains through higher dollar sales in the late stages of the customer relationship. The price gap shrinking strategy is found to be generally effective, but high national brand competition and too high of an initial price gap diminish the effectiveness of the strategy.     

An Assessment of When,Where and Under What Conditions In-Store Sampling is Most Effective

In-store product sampling is a commonly used promotional technique designed to give prospective consumers an opportunity to experience a product prior to purchase. While prior research has documented a positive relationship between short-term sales and perceptual measures of the customer shopping experience, little is known about the long-term impact of sampling or factors that moderate its success. In this paper, we develop an empirical approach that allows us to study the short-term and long-term effects of in-store sampling on both own and competitive products. We apply our approach to six store-level scanner data sets across four different product categories and show that in-store sampling has both an immediate (short-term) and sustained (long-term) impact on sales. We also show that the impact of sampling on sales is moderated by the characteristics of the store conducting the event, and that repeated sampling for a single product leads to a multiplicative increase in its long-term sales performance. We find that, unlike many types of in-store promotion, sampling results in a category expansion effect as opposed to a pure substitution effect. We contrast the immediate and long-term sales patterns for in-store sampling to those of product displays and discuss managerially relevant differences. Finally, we demonstrate incremental profit implications and store selection scenarios for different incremental costs of conducting the in-store events using constrained optimizations.     

The impact of the yuan‐dollar exchange rate on Mexican manufacturing exports to the US: A cointegration approach

This paper makes use of three econometric methods and three time intervals to evaluate the long‐term effects of several key variables on Mexican manufacturing exports to the US . The evidence across econometric techniques and sample periods systematically indicates that: (i) a real depreciation of the yuan‐dollar exchange rate reduces Mexican manufacturing exports by lowering the price of Chinese goods in the US market; (ii) a depreciation of the peso‐dollar real exchange rate generates a strong supply‐side effect due to the high import content of Mexican manufacturing exports, which ultimately leads to lower (rather than higher) sales in the US ; and (iii) external demand and labour productivity are positively related to manufacturing exports, whereas real wages are negatively related. Therefore, a falling external demand for Mexican manufacturing products or a real depreciation of the Chinese currency could, to some extent, be offset by increasing labour productivity faster than wages. These findings reflect two fundamental problems of the Mexican economy: (i) low investment in high‐quality formal instruction and proper training programs, which gives rise to severe bottleneck points for faster labour productivity growth and (ii) excessive reliance of the export‐oriented manufacturing industry on foreign suppliers of intermediate inputs.     

销售标准化的创建执行及对销售绩效的影响

通过描述与分析销售标准化对销售绩效的影响,认为企业实施销售标准化有利于提高销售绩效;产品、顾客群体及销售渠道影响销售标准化的创建;销售人员的选拔、培训与考核及销售管理与控制体系影响销售标准化的执行,销售标准化、销售人员选拔培训与考核及销售管理与控制体系综合影响销售绩效;企业应根据所处的发展阶段及市场环境的变化,不断调整销售标准化的流程与构成要素,实现销售流程再造,实施新的销售标准化。     

The Choice of Exchange Rate Regime and the Volatility of Exchange Rates after the Asian Crisis: A Counterfactual Analysis

The objective of this paper is to carry out a counterfactual analysis of the impact of alternative exchange rate regimes on the volatility of the nominal effective exchange rate (NEER) and the bilateral rate against the US dollar for nine East Asian countries after the Asian financial crisis. Our hypothetical regimes include a unilateral basket peg (UBP), a common basket peg (CBP) and a hard peg against the dollar. We find that a UBP would minimise effective exchange rate volatility for all countries and provides the highest regime gains compared to actual. Although the gains for a CBP are always less than those for a UBP, the absolute differences between the two regimes appear to be small. In terms of the bilateral relationship against the dollar, the gains from a UBP or CBP could be quite significant for the non‐dollar peggers since a fall in effective instability would be accompanied by a fall in bilateral instability.     

Challenges in the education of the contemporary U.S. international manager

Failure rates of 30% for U.S. expatriate international managers relative to less than 10% for comparable Japanese and European international managers represent substantial costs to individuals, corporations, and U.S. global economic interests. The authors provide a profile of successful expatriate international managers and recommend four changes: (1) inclusion of international management development as a strategic U.S. corporate issue for global success; (2) alteration of current U.S. corporate selection procedures; (3) expanded implementation of rigorous leading edge international training programs; and (4) a renewed U.S. corporate-academic-government collaborative partnership to enhance international competitiveness.     

Enduring Attitudes and Contextual Interest: When and Why Attitude Surveys Still Matter in the Online Consumer Decision Journey

Consumers leave traces of key interest to managers on their journey to purchase. Next to traditional survey-based attitudes, readily available online metrics now show aggregate consumer actions. But how do survey response metrics and online action metrics relate to each other? To what extent do they explain and predict brand sales across consumer categories? This article shows that surveys and online behavior provide complementary information for brand managers. Times series data for 32 brands in 14 categories reveal low correlations but substantial dual causality between survey metrics and online actions. Combining both types of metrics greatly increases the model's power to explain and predict brand sales in low-involvement categories. By contrast, high-involvement categories do not gain much from adding survey-based attitudes to a model including online behavior metrics. The authors synthesize these generalizations in a new framework relating enduring attitudes to the contextual interest expressed by online actions. This new framework helps managers assess both types of metrics to drive brand performance depending on whether their goal is short-term sales or long-term brand health.     

Debt composition and balance sheet effects of exchange rate depreciations: a firm-level analysis for Chile

By studying the behavior of foreign currency borrowing, maturity, sales and the investment decisions of firms listed in the Chilean Stock Exchange from 1994 to 2001, this paper assesses whether in the aftermath of the Asian crisis of the late 1990s the depreciation of the local currency (Chilean peso) affected these firms’ real and financial decisions. At issue is the contrast between a negative net-worth effect and a potential expansionary competitiveness effect for the tradable sector. We find that there exists little evidence that devaluations cause a positive impact on investment and sales for firms with dollar denominated debt. The maturity structure of Chilean firms is mainly explained by the size of the companies. Large firms will have a debt structure biased to higher maturities. Analyzing dollar denominated debt composition the evidence shows that larger firms maintained a higher proportion of dollar denominated debt reflecting the development of the financial sector in Chile.     

Cannibalization vs. competition: An empirical study of the impact of product durability on automobile demand

Many durable product categories have well developed and organized secondary markets that make it easy for consumers to purchase used versions in lieu of new ones. Manufacturers in these categories therefore face a dilemma in deciding on how much durability to build into their new products. High durability levels increase the risk that future new product sales are lost to used versions (the cannibalization effect), but can also help the firm take sales from new and used versions produced by its rivals (the competition effect). However, there has been no empirical research to determine the relative sizes of these two effects.Our research seeks to fill this gap in the literature via an empirical study of the demand for new and used vehicles in the US automobile market. We analyze two datasets; the first from the mid-sized sedan segment in the Indianapolis DMA during 2004–2006 and the second from the Entry Sports Utility segment in the Los Angeles DMA during the period 2003–2005. We propose and implement a durability metric that is based on the over-time trajectory of used car prices and estimate a structural model of differentiated product demand with heterogeneous consumers who choose among new and used vehicles and consider durability in their choice decisions. Both datasets reveal that durability significantly impacts the demand for new and used vehicles with mean durability elasticities estimated to be about 1.7. Both datasets also show that the competition effect (85%) is significantly greater the cannibalization effect (15%). While the prior theoretical literature generally recommends that firms avoid cannibalization by reducing product durability, our findings imply that manufacturers who increase the durability of their products may see net sales gains as a result.     

Fundamental basket size patterns and their relation to retailer performance

This study uses a sample of approximately 60,000 US households to document fundamental shopping basket size patterns across a range of retail types, and examines them in relation to retailer performance metrics (unit sales and dollar revenue). Specifically, this research addresses two main questions: 1) how do shopping basket metrics (mean and median number of items, the distribution of one, two, three … n items) differ by retail type, and 2) how does the Pareto ratio (sales generated by the heaviest 20%, and lightest 80% of buyers) apply to shopping baskets. The results show that basket size patterns in retailers are predictable. Shoppers purchase more items on average in retailers that offer a greater variety of items, and the distribution of basket sizes follows the Poisson lognormal model. The results also show that the largest 20% of shopping baskets on average generate 50% of unit sales, and 40% of dollar revenue. These results set additional benchmarks of the patterns that can be expected when looking at data on a basket-level. This research offers implications to practitioners by showing the importance of small and large baskets for retailer revenue and growth, which can guide more informed decision making to better manage their stores and brands.     

The Retail Travels of the U.S. Greenback: A Comparative Study of Currency Substitution Along the U.S.-Canadian and U.S.-Mexican Borders

This currency substitution study explores the extent of retail firm-level U.S. dollar acceptance in Canada and Mexico. Employing a stratified random sampling approach of retail business in the border region, results demonstrate that all Mexican firms (N = 300/300) and nearly all Canadian (N = 257/261) firms accept the U.S. dollar in retail transactions. Of greater interest is the difference between firms in the two countries in how acceptance of the U.S. dollar is operationalized. On average, U.S. dollar sales of Canadian border firms comprise just 3.4% of total sales whereas U.S. dollar sales of Mexican firms encompass 23.7% of total sales. Our results also indicate a stark contrast as to the effective exchange rate for U.S. dollar acceptance— Canadian firms typically charge a premium (2.1% on average) while 69.3% of Mexican firms transacted business at a discount (?0.8% on average). Additional analyses further refine the currency substitution distinctions between Canadian and Mexican firms in the sample including a logistical regression which reveals significant differences as to firm-level predictors of U.S. dollar acceptance (whether at a discount or premium).     

Selection of telemarketing employees by standardized assessment procedures

Previous marketing research has focused on the optimal use of an existing salesforce, reflecting relatively little interest in the effects of salesforce selection on subsequent sales performance. A predictive validity study is described herein in which 85 telemarketing employees in a large telecommunications company were, prior to being hired, administered a battery of cognitive-ability and self-report trait measures. Three months later they were assessed on their job performance. Two cognitive-ability tests—one measuring perceptual speed and accuracy, the other, divergent thinking ability—and a number of scales from both a widely used personality questionnaire (the California Psychological Inventory [CPI]) and a special-purpose telemarketing selection instrument (the Telemarketing Applicant Inventory) yielded significant validities (of between 0.18 and 0.41) for at least one of several aggregated job-performance measures. A predictively-effective composite was derived, consisting of the two cognitive-ability tests noted and three CPI scales (Self-Acceptance, Socialization, and Achievement via Conformance). The composite yielded statistically-significant and useful predictive validities (of between 0.32 and 0.49) for several aggregated job-performance criteria. Utility analysis—a technique often used to examine the organizational consequences of selection strategies—was performed, with the present results reflecting substantial gains to the hiring organization. The reported research highlights the importance of effective hiring practices in achieving optimal subsequent salesforce performance. © 1997 John Wiley & Sons, Inc.     

Consumer perceptions of monetary and non-monetary introductory promotions for new products

Abstract

Little research has examined how consumers respond to sales promotions in new product categories. This article fills this gap by integrating research on reference prices with literature on sales promotions for new product categories. Existing research suggests that consumers respond more favourably to non-monetary promotions (e.g. extra free promotions) than monetary promotions (e.g. price discounts) because non-monetary promotions are framed as segregated gains rather than reduced losses. However, both kinds of promotions are widely used in practice, suggesting the importance of other contributory factors. With a consumer experiment on a national panel of consumers, this research demonstrates that extra free product promotions are most preferred for existing products, and introductory low-price promotions are preferred for innovative products. The moderating effect of a product's innovativeness is explained via a new relationship in the marketing literature, whereby perceived risk mediates the relationship between perceived innovativeness and a consumer's tendency to stockpile.     

Bridging the Energy Efficiency Gap: A Field Experiment on Lifetime Energy Costs and Household Appliances

Providing consumers with information that can lead to more energy-efficient choices can help reduce energy use and greenhouse gas emissions while reducing costs to consumers. A natural field experiment is conducted in collaboration with an electrical retailer to test strategies for influencing sales of household appliances. The experiment involves two product categories, fridge-freezers and tumble driers. Information on lifetime energy cost of appliances is provided through a label and training of sales staff. For fridge-freezers, the authors find no significant effects. For tumble driers, the combined treatment and training treatment reduce average energy use of tumble driers sold by 4.9% and 3.4%, respectively. The effect is strongest initially, over 12% on average for the first 3 months for the combined treatment but declines over time. The effect is significant at the 5% level for the combined treatment while not significant for sales staff training.     

The Effect of Single and Dual Sales Targets on Sales Call Selection: Quota versus Quota and Bonus Plan

Ross (1991) demonstrated that a salesperson's quota acts as a reference point (target or goal) and influences sales call selection. Ross, however, focused only on the effect of a single reference point. The use of multiple goals is quite common in the sales environment, for example in the quota plus bonus compensation structure and in the use of incentive plans. Our study compares and contrasts call selection when a single goal (quota) is given versus when dual targets are assigned (a quota plus bonus level). Consistent with our hypotheses, we find that call selection patterns are influenced by the number of targets assigned to the salesperson.     

The Effect of GATT/WTO on Export and Import Price Volatility

Despite much interest and discussion concerning the trade‐promoting effects of membership in multilateral trade agreements, little is known about the effect of membership on world trade prices. This paper fills this gap by studying the effects of membership on export and import price volatility. We document a surprisingly strong and robust empirical regularity: GATT/WTO membership reduces the volatility of prices over time for both import and export countries, with similar results found for free trade agreements. We show that results are not driven by sample selection or endogeneity concerns and that the effect is captured by members subject to rigorous accession procedures.     

Decomposing the sales promotion bump accounting for cross-category effects

Extant research on the decomposition of unit sales bumps due to price promotions considers these effects only within a single product category. This article introduces a framework that accommodates specific cross-category effects. Empirical results based on daily data measured at the item/SKU level show that the effects of promotions on sales in other categories are modest. Between-category complementary effects (20%) are, on average, substantially larger than between-category substitution effects (11%). Hence, a promotion of an item has an average net spin-off effect of (20 − 11 =) 9% of its own effect. The number of significant cross-category effects is low, which means that we expect that, most of the time, it is sufficient to look at within-category effects only. We also find within-category complementary effects, which implies that competitive items within the category may benefit from a promotion. We find small stockpiling effects (6%), modest cross-item effects (22%), and substantial category-expansion effects (72%). The cross-item effects are the result of cross-item substitution effects within the category (26%) and within-category complementary effects (4%). Approximately 15% (= 11% / 72%) of the category-expansion effect is due to between-category substitution effects of dependent categories.     

Sales promotion strategies and belief in luck

The effect of buyer belief in good luck on the propensity to select a sales promotion strategy involving a lucky draw (e.g., sweepstakes) is investigated using a sample of 699 individuals in Hong Kong. Using subscales from Darke and Freedman's (1997b) Belief in Good Luck Scale, it is found that a belief in being personally lucky is associated with selecting a lucky draw over other sales promotions options, but that a general belief in the phenomenon of luck is not. Moreover, it is found that perceived utility of the lucky‐draw prize is consistently associated with the option to select a lucky draw over other sales promotion strategies. © 2008 Wiley Periodicals, Inc.     

Data Science,Predictive Analytics,and Big Data in Supply Chain Management: Current State and Future Potential

While data science, predictive analytics, and big data have been frequently used buzzwords, rigorous academic investigations into these areas are just emerging. In this forward thinking article, we discuss the results of a recent large‐scale survey on these topics among supply chain management (SCM) professionals, complemented with our experiences in developing, implementing, and administering one of the first master's degree programs in predictive analytics. As such, we effectively provide an assessment of the current state of the field via a large‐scale survey, and offer insight into its future potential via the discussion of how a research university is training next‐generation data scientists. Specifically, we report on the current use of predictive analytics in SCM and the underlying motivations, as well as perceived benefits and barriers. In addition, we highlight skills desired for successful data scientists, and provide illustrations of how predictive analytics can be implemented in the curriculum. Relying on one of the largest data sets of predictive analytics users in SCM collected to date and our experiences with one of the first master's degree programs in predictive analytics, it is our intent to provide a timely assessment of the field, illustrate its future potential, and motivate additional research and pedagogical advancements in this domain.