David J. Reibstein

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Cannondale, a producer of premium mountain bikes, offers 22 models ranging in price from $500 to $3000. VooDoo, a competitor, offers 672. Each mountain bike from National is offered in 104 different colors. A bike from Specialized is offered in only one. Why are the variety practices of these four companies so different? Given differences in their product(More)
J. Andrew Petersen a,∗, Leigh McAlister b, David J. Reibstein c, Russell S. Winer d, V. Kumar e, Geoff Atkinson f a Kenan-Flagler Business School, The University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, United States b McCombs School of Business, University of Texas at Austin, Austin, TX 78712, United States c Wharton School, University of(More)
Marketing strategy and tactics depend on the firm’s strengths and weaknesses, including marketing activities relative to those of current and potential competitors, and on customer demand. The impact of marketing often depends on how a firm’s own activities compare to those of competitors (Day and Reibstein 1997). For example, a customer’s willingness to(More)
What evidence exists on the value of formal planning for strategic decision-making in marketing? This paper reviews the evidence. This includes two tests of face validity. First, we use the market test: Are formal procedures used for marketing planning? Next, we examine expert prescriptions: What do they say is the best way to plan? More important than face(More)
key tools and techniques across many measurement landscapes—from the consumer, to the sales force, to the ever-changing media environment. It's a 'must-read' for any business leader who wants to optimize the way they measure business activities and results in order to grow their business. " —Kimberley B. Dedeker, Vice President, Global Consumer & Market(More)