Vol. 72, No. 3
May 2008
Drivers of Success for Market Entry into China and India
Joseph Johnson & Gerard J. Tellis
Executive Summary and Biography Full Text
Moving from Free to Fee: How Online Firms Market to Change Their Business Model Successfully
Koen Pauwels & Allen Weiss
Executive Summary and Biography Full Text
The Curse of Competitiveness: How Advice from Experienced Colleagues and Training Can Hurt Marketing Profitability
Ajay Kalra & David A. Soberman
Executive Summary and Biography Full Text
Delight by Design: The Role of Hedonic Versus Utilitarian Benefits
Ravindra Chitturi, Rajagopal Raghunathan, & Vijay Mahajan
Executive Summary and Biography Full Text
Holistic Package Design and Consumer Brand Impressions
Ulrich R. Orth & Keven Malkewitz
Executive Summary and Biography Full Text
Instant Customer Base Analysis: Managerial Heuristics Often “Get It Right”
Markus Wübben & Florian v.Wangenheim
Executive Summary and Biography Full Text
Competitive Response to Radical Product Innovations
Khaled Aboulnasr, Om Narasimhan, Edward Blair, and Rajesh Chandy
Executive Summary and Biography Full Text
Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects
Jing Lei, Niraj Dawar, & Jos Lemmink
Executive Summary and Biography Full Text
Segmented Switchers and Retailer Pricing Strategies
Cenk Koçaş & Jonathan D. Bohlmann
Executive Summary and Biography Full Text