Rajendra K. Srivastava

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For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers’ credibility, threatened the standing of the marketing function within the firm, and even threatened marketing’s existence as a distinct capability within the firm.(More)
Firms interested in servicing foreign markets face a difficult decision with regards to the choice of an entry mode. The options available to a firm include exporting, licensing, joint venture and sole venture. Several factors that determine the choice of a specific foreign market entry mode have been identified in previous literature. These factors can be(More)
While there is recognition that market-based capabilities contribute to a firm’s financial performance, the exposition is largely conceptual (Srivastava et al. Journal of Marketing 62:2–18, 1998; Journal of Marketing 63:168–179, 1999). Using a resource based view of the firm, the present study proposes that (1) market-based assets and capabilities of a firm(More)
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Firms spend considerable efforts to build brand awareness and associations among consumers. Yet there is a limited understanding of the financial returns of such investments. In this article, the authors present a framework that uses trademarks as measures of firms’ branding efforts. They classify trademarks into two categories—brandidentification(More)
Dual distribution systems where firms simultaneously use vertical integration and market governance are widely used across diverse marketing contexts (e.g., restaurants, retailing, and industrial selling). A prominent example of dual distribution includes business format franchising, where firms, the franchisors, license operation of some of its units to(More)
Dominique M. Hanssens is Bud Knapp Professor of Marketing, Anderson School of Management, University of California, Los Angeles (e-mail: dominique.hanssens@anderson.ucla.edu). Roland T. Rust is Distinguished University Professor, David Bruce Smith Chair in Marketing, and Chair of the Department of Marketing, Robert H. Smith School of Business, University of(More)
market factors. A multistage model to explain the stock returns of a measures such as profitability and market share. For example, representative set of U.S. companies is developed. Monthly returns data for the strategy literature has primarily been concerned with how individual securities are obtained and the cross-sectional interdependencies organizations(More)
The term stromal tumor was coined in 1983 by Clark and Mazur for smooth muscle neoplasm of the gastrointestinal tract (GIT). Gastrointestinal stromal tumors (GIST) are nonepithelial tumors arising from the interstitial cells of Cajal, which express KIT protein-CD117 on immunohistochemistry. GIST can arise anywhere in the GIT, including the mesentery,(More)