Volume 74, Number 2
March 2010
Megamarketing: The Creation of Markets as a Social Process
Ashlee Humphreys
Executive Summary and Biography Full Text Web Appendix
An Empirical Examination of the “Rule of Three”: Strategy Implications for Top Management, Marketers, and Investors
Can Uslay, Z. Ayca Altintig, & Robert D. Winsor
Executive Summary and Biography Full Text
Don't Think Twice, It's All Right: Music Piracy and Pricing in a DRM-Free Environment
Rajiv K. Sinha, Fernando S. Machado, & Collin Sellman
Executive Summary and Biography Full Text
Customer Reactions to Service Separation
Hean Tat Keh & Jun Pang
Executive Summary and Biography Full Text
Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki, & Sarah J.S. Wilner
Executive Summary and Biography Full Text
Trying Harder and Doing Worse: How Grocery Shoppers Track In-Store Spending
Koert van Ittersum, Joost M.E. Pennings, & Brian Wansink
Executive Summary and Biography Full Text
Contract Specificity and Its Performance Implications
Erik A. Mooi & Mrinal Ghosh
Executive Summary and Biography Full Text
Does Exclusivity Always Pay Off? Exclusive Price Promotions and Consumer Response
Michael J. Barone & Tirthankar Roy
Executive Summary and Biography Full Text
Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics
Feng Zhu & Xiaoquan (Michael) Zhang
Executive Summary and Biography Full Text