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We examine the relative roles of marketing actions and product quality in determining commercial success. Using the motion picture context, in which product quality is difficult for consumers to anticipate and information on product success is available for different points in time, we model the effects of studio actions and movie quality on a movie's sales(More)
The authors contributed equally to this research, and their names are listed in alphabetical order. The authors gratefully acknowledge the Marketing Science Insti-tute's financial support for this research. Murali Mantrala thanks the Robert J. Trulaske, Sr., College of Business at the University of Missouri for providing salary support for his time on this(More)
When deciding about changes in levels of multiple marketing investments aimed at improving profits, managers need to know whether they are on the uphill side or the downhill side of the profit function with respect to each investment variable. Spending errors made by an uphill-located firm that believes that it is a downhill-located firm can have serious(More)
MSI working papers are distributed for the benefit of MSI corporate and academic members and the general public. Reports are not to be reproduced or published in any form or by any means, electronic or mechanical, without written permission. Report Summary Over the past decade, 22% of Fortune 500 firms—acting on the assumption that structuring divisions(More)
ACCEPTANCE This dissertation was prepared under the direction of Kihyun Hannah Kim's Dissertation Committee. It has been approved and accepted by all members of that committee, and it has been accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Business Administration in the J. Business to Business (B2B) firms spend(More)
Firms' spending on R&D, advertising, and inventory holding affect firm performance, which in turn affects future spending in each of these three areas. Effective allocation of resources across R&D, advertising, and inventory holding is challenging since an understanding of their dynamic interrelationships is necessary. Past research has not examined these(More)
Efficiency analysis is commonly used to assess and compare the productivity of similar decision-making units (DMUs). In this research, we broaden the applicability of efficiency analysis to situations where each DMU comprises interconnected sub-DMUs (e.g., departments). Extant research espouses that embracing the connectedness between sub-DMUs (e.g.,(More)
The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a(More)