How do successful scholars get their best research ideas? An exploration

@article{Cao2019HowDS,
  title={How do successful scholars get their best research ideas? An exploration},
  author={Cathy Y Cao and Xinyu Cao and Matthew Cashman and Madhav Kumar and Artem Timoshenko and Jeremy Yang and Shuyi Yu and Jerry Zhang and Yuting Zhu and Birger Wernerfelt},
  journal={Marketing Letters},
  year={2019},
  volume={30},
  pages={221-232}
}
Abstract We interview 24 marketing professors to ask how they got the ideas for 64 of their papers. More than three-quarters of the papers were inspired by holes in the literature, by a “stylized fact” that the current literature cannot explain, or by an interaction with a manager. The rest fall into several smaller categories that to a large extent can be seen as special cases of the three big ones. We describe how papers from each of the three big categories help move the literature forward… 
View via Publisher
dspace.mit.edu

Tables from this paper

References

SHOWING 1-10 OF 43 REFERENCES
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
TLDR
It is found that although opinion leadership is useful in identifying potentially effective spreaders of WOM among very loyal customers, it is less useful for the sample of less loyal customers.
Prominent Attributes Under Limited Attention
TLDR
A model in which firms selectively promote one of two attributes before competing in price implies that making the same attribute prominent can arise in equilibrium, and shows how the dilution effect can be a disincentive for investments in quality improvements.
Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize
Why are some firms more successful at introducing radical product innovations than others? Following Schumpeter (1942), many researchers have suggested that firm size is the key organizational…
The online laboratory: conducting experiments in a real labor market
TLDR
The views on the potential role that online experiments can play within the social sciences are presented, and software development priorities and best practices are recommended.
Individual Marketing with Imperfect Targetability
Our research investigates the competitive ramifications of individual marketing and information management in today's information-intensive marketing environments. The specific managerial issues we…
Reviews without a Purchase: Low Ratings, Loyal Customers, and Deception
The authors document that approximately 5% of product reviews on a large private label retailer's website are submitted by customers with no record of ever purchasing the product they are reviewing.…
Referral Programs and Customer Value.
Abstract Referral programs have become a popular way to acquire customers. Yet there is no evidence to date that customers acquired through such programs are more valuable than other customers. The…
Harbingers of Failure
The authors identify customers, termed “Harbingers of failure,” who systematically purchase new products that flop. Their early adoption of a new product is a strong signal that a product will…
Consumer Packaged Goods in the United States: National Brands, Local Branding:
Abstract The authors document several striking general geographic patterns in the performance of national brands using a large longitudinal scanner database that spans many consumer packaged goods…
Referral Programs and Customer Value
Referral programs have become a popular way to acquire customers. Yet there is no evidence to date that customers acquired through such programs are more valuable than other customers. The authors…
...
1
2
3
4
5
...