Marketing modeling reality and the realities of marketing modeling

This paper shows how analytic modeling research in the Marketing field is focused on answering questions of “How?” and “Why?” It describes the disciplines involved in analytic modeling; examines how the key criteria of parsimony and robustness help to define a good model; and discusses other goodness criteria, including appropriate use of analytic techniques, applicability of the model to institutionally rich, real-world problems, non-obvious results, generalizability, and ability to provide insight where other research techniques do not work. The paper defines and discusses key concepts in analytic models of distribution channels, including double marginalization, coordination, incentive alignment and contract design, strategic substitutability and complementarity, externalities, and principal–agent problems. Next, the paper summarizes research presented in the session on analytic models in channels at the Erin Anderson conference; and finally, the paper suggests avenues for future analytic modeling research.     

“I won't leave you although you disappoint me”: The interplay between satisfaction,investment, and alternatives in determining consumer–brand relationship commitment

While commitment is among the key constructs of consumer–brand relationships, past research has regarded the impact of predictors of brand commitment as being linear and has ignored potential interactive effects among the different antecedents. Applying the investment model of interpersonal relationship, the present research examines the dynamic interplay among the key determinants of consumers' commitment to their relationship with brands (satisfaction, alternatives, and investment) and substantiates the roles of the antecedents in consumer–brand relationship contexts. Results of two studies demonstrate that greater consumer satisfaction and investment and less attractive alternatives lead to a higher level of consumers' commitment to their relationship with a brand. Most important, the results suggest that the perceived size of investment exerts a stronger impact on brand relationship commitment when satisfaction is low while making no significant difference in the commitment level when satisfaction is high. Conversely, the influence of alternative attractiveness on brand relationship commitment appeared to be largely monotonic. © 2010 Wiley Periodicals, Inc.     

Collective Dynamics of Citizenship Behaviour: What Group Characteristics Promote Group‐Level Helping?

A basic tenet of research on organizational citizenship behaviour (OCB) is that OCB aggregated across individuals improves organizational performance. Departing from the typical focus on individual-level OCB, the construct of group-level OCB (GOCB) recently emerged as a critical group function that affects various group effectiveness measures. Despite the clear link between GOCB and team performance, the existing literature provides a limited understanding with regard to the antecedents of GOCB, mostly focusing on leadership variables. Establishing helping behaviour (a core dimension of OCB) as a collective construct, this study substantially expands the antecedents of group-level helping, and empirically tests their effects using three different operationalizations of group-level helping. The results, based on a sample of 96 work units, show that membership diversity in gender and education decreased group-level helping, whereas diversity in tenure increased it. Group-level helping was also positively related to leadership characteristics (supportive unit manager, transformational top management) and perceived competence of unit members. In addition, the analysis further indicated that perceived competence is a positive predictor of group-level helping only when the unit members also believe that others are trustworthy in terms of integrity and benevolent motivation. From a methodological standpoint, the study provides important insights by comparing different ways of operationalizing collective constructs.     

The role of intermediaries on technological risk management and business development performance in Korea

This paper examines the strategic use of intermediaries by companies to better meet their technology needs from the resource-based theory and network theory perspectives. The results of this study are based on a sample of Korean IT companies and indicate the particular importance of cooperation with government support organizations and public R&D institutions in building relational assets. Intermediaries played a crucial role in enabling and facilitating joint development projects and promoting technology transfer among the companies in general.The results of this study suggest that intermediaries, as they are linked to other organizations within networks and are centrally situated within those networks where information and resource flow, can coordinate and control the exchange of information and resources within networks and enjoy timely and privileged access to such information, giving them the means to expand their strategic social capital.     

Dissecting Foreign Bank Lending Behavior During the 2008–2009 Crisis

This paper analyzes the lending behavior of foreign‐owned banks during the recent global crisis. Using bank‐level panel data for 51 countries, the paper explores the role of affiliate and parent financial characteristics, host location, as well as the impact of parent geographic origin and reach on foreign banks’ credit growth. Overall, the analysis finds robust evidence that foreign banks curtailed the growth of credit relative to other banks, independent of the host region in which they operate. Banks from the United States reduced loan growth less than other parent banks. Neither the global nor regional reach of parent banks influenced the lending growth of foreign affiliates. Parent capitalization and not parent funding explained the behavior of foreign bank credit growth during the global crisis. However, funding did affect the lending behavior of domestic and foreign banks in host countries, with those relying more heavily on deposits suffering a smaller decline in bank lending. Although not the focus of the paper, we also find that government‐owned banks played a countercyclical role in all regions.     

Strategic Second Sourcing by Multinationals*

Multinationals often serve foreign markets by exporting as well as by investing directly in foreign production facilities. We argue that if the multinational competes in an oligopolistic market characterized by strategic complements then there are strategic reasons to use two production facilities—committing to a second source allows the firm to keep average cost low while increasing its marginal cost. The increase in marginal cost softens product market competition resulting in higher profits. We argue that this theory also has implications for the “make or buy” literature in production management and the literature on second sourcing in industrial organization.     

Group Contests with Internal Conflict and Power Asymmetry

We investigate simultaneous inter‐ and intra‐group conflict in the shadow of within‐group power asymmetry and complementarity in members' group‐conflict efforts. A more symmetric group faces a higher degree of internal conflict, and might expend more effort in external conflict when the group‐conflict effort technology is highly complementary. Depending on the degree of complementarity, the stronger player's relative contribution to external conflict might be higher in a more asymmetric group and, as a result, it is possible for the weaker player to earn a higher payoff. In the absence of any complementarity, the rent‐dissipation is non‐monotonic with the within‐group power asymmetry.     

The Role of Fashion Brand Authenticity in Product Management: A Holistic Marketing Approach

This study explores the multidimensional construct of brand authenticity and the effect of each component on brand attachment, brand commitment, and brand loyalty by focusing on fashion brands in sporting goods. For this study, two global sports brands, Nike and Adidas, were selected, and brand stimuli (cartoons with scenarios) were designed based on a qualitative analysis of brand cases. A total of 207 usable responses were obtained from Korean consumers who had purchased the selected brands. The findings show that fashion brand authenticity consisted of seven factors: authority, fashionability, consistency, innovativeness, sustainability, origin, and heritage. Of these factors, authority, fashionability, innovativeness, and sustainability were significant predictors of brand attachment, and authority, consistency, and innovativeness were significant predictors of brand loyalty. There were differences in the effects of brand authenticity on brand attachment and brand commitment between Nike and Adidas. From a managerial and holistic marketing perspective, implications are suggested regarding the importance of managing brand authenticity in product innovation and management approaches.     

The relation between stock returns and short-term interest rates

This study examines the relation between the expected returns on common stocks and short-term interest rates. Using a two-factor model of stock returns, we show that the expected returns on common stocks are systematically related to the market risk and the interest-rate risk, which are estimated as the sensitivity of common-stock excess returns to the excess return on the equally weighted market index and to the federal fund premium, respectively. We find that the interest-rate risk for small firms is a significant source of investors' portfolio risk, but is not properly reflected in the single-factor market risk. We also find that the interest-rate risk for large firms is “negative” in the sense that the market risk estimated from the single-factor model overstates the true risk of large firms. An application of the Fama-MacBeth methodology indicates that the interest-rate risk premium as well as the market's risk premium are significant, implying that both the market risk and the interest-rate risk are priced. We show that the interest-rate risk premium explains a significant portion of the difference in expected returns between the top quintile and the bottom quintile of the NYSE and AMEX firms. We also show that the turn-of-the-year seasonal is observed for the interest-rate risk premium; however, the risk premium for the rest of the year is still significant, although small in mangitude.     

A multilevel factor model: Identification,asymptotic theory and applications

This paper studies a multilevel factor model with global and country factors. The global factors affect all individuals, whereas the country factors affect only those within each specific country. A sequential procedure to identify the global and country factors separately is proposed. In the initial step, the global factors are estimated by canonical correlation analysis. Using this initial estimator, the principal component estimators (PCEs) of the global and country factors are constructed. It is shown that the PCEs estimate the spaces of the global and country factors consistently and are normally distributed in the limit. Several information criteria that can estimate the number of country factors are proposed. The number of global factors is assumed to be known. Extensive simulation results demonstrate that the sequential procedure and information criteria work well in finite samples. The method of this paper is applied to 25 OECD countries to identify an international business cycle. It is reported that the method extracts a global factor reasonably well.