Bart J. Bronnenberg, Sanjay K. Dhar, and Jean-Pierre Dubé
The authors respond to the comments of three experts regarding the article "Consumer Packaged Goods in the United States: National Brands, Local Branding." They summarize several general directions for further research that have emerged from this discussion. Practitioners appear to be aware of the striking geographic differences in performance that many brands face across U.S. markets.
Although the sources of these differences remain unclear, marketers nevertheless routinely take great care to tailor their marketing to local brand performance. Determining the sources and the economic consequences of these differences presents an excellent opportunity for future academic research which, to date, has studied geography only in a very limited context.
Two general themes for further research emerge from the discussion: identifying the origins of the persistent share differences and answering questions about the spatial scale at which geography might be expected to matter and, perhaps more important, the scope of an "independent market."
Biography
Bart J. Bronnenberg is Professor of Marketing in the Anderson School of Management at University of California, Los Angeles. He received his PhD from INSEAD (France) and his BA from Twente University (the Netherlands). He has published in several peer-reviewed journals, including Marketing Science, Management Science, Journal of Marketing Research, Journal of Consumer Research, and International Journal of Research in Marketing. His areas of research interest include multimarket aspects of firm strategy, new products, sustainability of local advantages, and long-term effectiveness of branding. Bart Bronnenberg has won the John D.C. Little Award for best paper in Marketing Science/Management Science in 2004, the Paul Green Award for best paper in the Journal of Marketing Research in 2003, and the International Journal of Research in Marketing best-paper award in 2003.
Sanjay K. Dhar is James H. Lorie Professor of Marketing in the Graduate School of Business at the University of Chicago, where he has also been a faculty member since 1992. Professor Dhar’s research and teaching focuses on strategic marketing management, advanced marketing strategy, brand management, new product development, pricing strategy, promotion strategy, retail price advertising strategies, retail management best practices, consumer and retail sales promotions, trade promotions, private labels, category management, loyalty reward programs, everyday low pricing, assortment management, purchase incidence, and brand choice. He is on the editorial board of Marketing Science, Quantitative Marketing and Economics, International Journal of Research in Marketing, and Review of Marketing Science, and he also serves as a reviewer for several other journals in marketing. He has published several articles in Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Management Science, Marketing Letters, Quantitative Marketing and Economics, and Pricing Theory and Practice.
Jean-Pierre Dubé is Professor of Marketing and Neubauer Faculty Fellow in the Graduate School of Business at the University of Chicago, where he has been a faculty member since 2000. Professor Dubé’s research applies economic models of empirical industrial organization to study marketing problems. His current areas of research include the competitive dynamics associated with pricing and advertising, switching costs, price discrimination, industrial market structure for branded goods, and Internet marketing. He is on the editorial board of Marketing Science, Product and Operations Management, and Recherche et Application en Marketing. He has also served as a reviewer for several journals in marketing and economics. He has published several articles in Journal of Marketing Research, Management Science, Marketing Science, Marketing Letters, and Quantitative Marketing and Economics.
Journal of Marketing Research, Vol. XLIV, No. 1, February 2007
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