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February 2009, Vol. 6, No. 2
Marketing Thought Leadership
Published monthly exclusively for AMA members, this e-newsletter provides readers with an update on the latest AMA journal and magazine articles on issues and concepts that shape marketing today--and tomorrow.
Pay What You Want: A New Participative Pricing Mechanism
For the consumer, there is perhaps no better pricing model than Pay What You Want. PWYW is an innovative pricing model in which the buyer can set any price above or equal to zero, and the seller cannot reject it. Results from three independent experiments indicate that prices paid are significantly greater than zero. Ultimately, the research suggests PWYW might be suitable as a price promotion tool and may also help improve the seller’s credibility.
Gender Dimensions of Brand Personality
Positioning strategies frequently aim to associate brands with masculine or feminine personality traits. Consumers draw on these gender dimensions of brand personality to enhance their own degree of masculinity or femininity when they use brands for self-expressive purposes. Based on the results of eight studies conducted to develop and validate a two-dimensional scale measuring masculine and feminine brand personality, the author found that the scale is applicable to both utilitarian and symbolic brands across a wide range of product categories.
Radical Innovation Across Nations: The Preeminence of Corporate Culture
There’s no doubt that radical innovation is critical to the growth of both firms and economies but what are the key drivers of innovation? In this Journal of Marketing article, the authors find that corporate culture is the strongest driver of radical innovation across nations. Culture consists of three attitudes (the willingness to cannibalize, tolerance for risk sand future orientation) and three practices (empowerment of product champions, internal competition and incentives for enterprise. The findings suggest that firms are special forms of organization that increasingly transcend national boundaries and constraints.
Package Design as a Communications Vehicle in Cross-Cultural Values Shopping
To improve the efficiency of package decisions, firms need to understand consumers' decision-making processes and, in particular, whether consumer response to brand packages is influenced more by cultural or individual characteristics. Based on research which tests a universal model across cultural groups, the authors found that consumers infer brand values from packages and form their purchase intentions on the basis of those values.
Understanding the Marketing Department’s Influence Within the Firm
How influential is a marketing department in a firm’s overall performance? New research tends to support the growing concerns about a decreased influence of marketing. The results indicate that accountability and innovativeness of the marketing department are the key drivers of its influence. Further, the research findings reveal the influence of the marketing department is not tied to any incremental value of firm performance beyond the effect of market orientation.
Announcements
New Member Renewal Center Allows AMA Members to Easily Renew Their Membership Online
In addition to the fresh new look of MarketingPower.com, AMA has added a new application, the MEMBERSHIP RENEWAL CENTER, allowing members to easily renew their membership online and update their subscriptions and community group selections.
AMAF Awards 2009 Collegiate Chapter Community Service Grants
The AMA Foundation awards grants to support the community service of Collegiate Chapters while helping to strengthen the marketing capacity of nonprofits in their communities. This year, the Foundation awarded 10 grants to AMA Collegiate Chapters to support nonprofit organizations and their respective causes through marketing.
AMAF Awards 2009 Professional Chapter Community Service Grants
The AMA Foundation awarded the Lincoln AMA and Reno/Tahoe AMA chapters AMA Professional Chapter Community Service Grants to help increase the marketing capacity of nonprofit organizations in their community.
AMAF Announces Call for Nominations for Marketing Research Award
The AMA Foundation announces a Call for Nominations for the 2009 Charles Coolidge Parlin Marketing Research Award. The annual award honors distinguished academics and practitioners who have demonstrated outstanding leadership and sustained impact on advancing the evolving profession of marketing research over an extended period of time.
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