1ZM11 Marketing and Innovation Article summary - Overview of hypothesis/propositions and frameworks/models
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Course
Marketing and Innovation (1ZM11)
Institution
Technische Universiteit Eindhoven (TUE)
This summary gives a quick overview of the hypothesis/propositions and frameworks/models discussed in the articles.
Ideal for looking up things quickly during your exam.
Ff you come across any incorrectness please let me know!
Answer: - Marketing department power
- Internal and external sources of power enablers: CEO, power over customers, analyst coverage, institutional stock ownership
- Myopic management: myopic marketing spending and revenue management
Answer: - Endownment effect
- Status quo bias
- 9x effect
- Resistance
6.
Ramaswamy & Ozcan (2018)
Answer: - Digitalized interactive platform (DIP)
- APPI components
- Interactional value creation
7.
Woodruff (1997)
Answer: - Customer value delivery
- Customer value hierarchy model
- Customer satisfaction measures (CSM) to customer value determination (CVD).
- Customer value-oriented marketing information system (CVOMIS).
8.
Rosa and Spanjol (2005)
Answer: - Sharing of product knowledge -> Market stories (i.e. paperclip)
- Sensemaking
- Emerging and mature markets
9.
Tripsas & Gavetti (2000)
Answer: - Polaroid
- Cognition and inertia
- Capabilities and beliefs
10.
Chang & Taylor (2016)
Answer: - Involving customers in stages: ideation, launch development phase.
- Technologically turbulent NPD projects in: emerging countries, low-tech industries for business customers and small firms.
- Aspects of success: operational, financial and marketing performance
Content preview
Contents
Verhoef & Leeflang (2009)............................................................................................................................................................................................................. 2
Srinivasan & Ramani (2019)........................................................................................................................................................................................................... 3
Kirca, Jayachandran & Bearden (2005).......................................................................................................................................................................................... 4
Luca & Athuahene Gima (2007)..................................................................................................................................................................................................... 6
Gourville (2006)............................................................................................................................................................................................................................. 7
Ramaswamy & Ozcan (2018)......................................................................................................................................................................................................... 9
Woodruff (1997).......................................................................................................................................................................................................................... 10
Tripsas & Gavetti (2000).............................................................................................................................................................................................................. 11
Rosa and Spanjol (2005).............................................................................................................................................................................................................. 12
Chang & Taylor (2016)................................................................................................................................................................................................................. 13
Coviello & Joseph (2012)............................................................................................................................................................................................................. 14
Arts, Frambach & Bijmolt (2011)................................................................................................................................................................................................. 15
Zhenfeng, M. Tripad, Y. Ying (2015)............................................................................................................................................................................................. 17
Lee & Colarelli O’Connor (2003).................................................................................................................................................................................................. 19
Schuhmacher, Kuester & Hultink (2017)...................................................................................................................................................................................... 21
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001)......................................................................................................................................................22
Gupta, S., and Zeithaml, V. (2006)............................................................................................................................................................................................... 24
Rust, R.T., Lemon, K.N. & Zeithaml, V.A. (2004)........................................................................................................................................................................... 26
Fang, E., Palmatier, R. W. & Steenkamp, J. B. E., (2008)..............................................................................................................................................................27
Tuli, K. R., Kohli, A. K. & Bharadwaj, S. G., (2007)........................................................................................................................................................................ 28
, Verhoef & Leeflang (2009)
H# Effect of Influence On Result
H1 Accountability + Influence of marketing department Strong support
H2 Innovativeness + Influence of marketing department Strong support
H3 Customer connection + Influence of marketing department Not supported
H4 Integration/cooperation with other departments + Influence of marketing department Not supported
H5 Influence of marketing department + Market Orientation Supported
- Perceived influence
- Top management respect
H6 Market orientation + Business Performance Supported
H7 Influence of marketing department + Business Performance Not supported
UH Customer connection = Market orientation Significantly related
Conceptual model
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