Papers by Arvind Rangaswamy
International Journal of Research in Marketing, 2000
Are brand names more valuable online or in traditional supermarkets? Does the increasing availabi... more Are brand names more valuable online or in traditional supermarkets? Does the increasing availability of comparative price information online make consumers more price-sensitive? We address these and related questions by first conceptualizing how different store environments (online and traditional stores) can differentially affect consumer choices. We use the liquid detergent, soft margarine spread, and paper towel categories to test our hypotheses. Our hypotheses and the empirical results from our choice models indicate that: (1) Brand names become more important online in some categories but not in others depending on the extent of information available to consumers -brand names are more valuable when information on fewer attributes is available online, (2) Sensory search attributes, particularly visual cues about the product (e.g., paper towel design), have lower impact on choices online, and factual information (i.e., non-sensory attributes, such as the fat content of margarine) have higher impact on choices online (3) Price sensitivity is higher online, but this is due to online promotions being stronger signals of price discounts. The combined effect of price and promotion on choice is weaker online than offline. A dynamic analysis of market structure based on panel data. Marketing Science 15, 359-78. Financial Times, 1998. Marketing and Media section. February 18, 13. Heckman, J.J., 1976. The common structure of statistical models of truncation, sample selection and limited dependent variables and a simple estimator for such models. Annals of Economic and Social Measurement 5, 475-92.
In this conceptual paper, we propose that the next stage of evolution of mass customization is cu... more In this conceptual paper, we propose that the next stage of evolution of mass customization is customerization -a buyer-centric company strategy that combines mass customization with customized marketing. Spurred by the growth of Internet and related technologies, many leading companies (e.g., Dell) are beginning to deploy customerization on a large scale. In this paper we define customerization, and describe how it is different from the related strategies of mass customization, personalization, and one-to-one marketing. We also describe the opportunities and challenges companies face in deploying a customerization strategy, and the potential benefits that they might realize.
Journal of Interactive Marketing, 2001
J e r r y W i n d A r v i n d R a n g a s w a m y f A B S T R A C T In this conceptual paper, we ... more J e r r y W i n d A r v i n d R a n g a s w a m y f A B S T R A C T In this conceptual paper, we propose that the next stage of evolution of mass customization is customerization-a buyer-centric company strategy that combines mass customization with customized marketing. Spurred by the growth of Internet and related technologies, many leading companies (e.g., Dell) are beginning to deploy customerization on a large scale. In this paper we define customerization, and describe how it is different from the related strategies of mass customization, personalization, and one-to-one marketing. We also describe the opportunities and challenges companies face in deploying a customerization strategy, and the potential benefits that they might realize.
Journal of Interactive Marketing, 2005
Journal of Interactive Marketing, 2005
Network externalities are playing an increasingly important role in the economy, with significant... more Network externalities are playing an increasingly important role in the economy, with significant implications for marketing strategies of firms. We study the effects of network externalities, in conjunction with other product and firm characteristics, on the survival of pioneers. We apply an accelerated failure time model to data on forty-five office products and consumer durables. We find evidence that network externalities have a negative main effect on the survival duration of pioneers. However, for more radical products, and for technologically intense products, increases in network externalities are associated with increased survival duration. The larger the pioneer, the more network externalities increase its survival duration, while incumbent pioneers see a decrease in survival duration relative to non-incumbents. The findings of this paper contribute to theory in marketing strategy and have important implications for firms developing market entry strategies for products with network externalities.
Abstract Inthis paper we review managerial applications of diffusion models in marketing. We firs... more Abstract Inthis paper we review managerial applications of diffusion models in marketing. We first develop definitions for the basic Bass model and some of its key extensions. Following this, we briefly review a number of applications from which we draw some lessons on building and using diffusion models for predictive and normative applications. We also provide a Microsoft Excel- based
The rapid growth in computer and communication technologies has vastly expanded the potential sco... more The rapid growth in computer and communication technologies has vastly expanded the potential scope and impact of computer systems designed to improve negotiation process and outcomes. Negotiation Support Systems (NSS) are evolving in a number of innovative directions. In this review article, we explore several related questions: (1)
Group Decision and Negotiation, 1992
We test the relative effectiveness of alternative preparation aids in the context of an internati... more We test the relative effectiveness of alternative preparation aids in the context of an international negotiation. We consider three forms of training: reading material, a course on negotiation, and an expert system (NEGOTEX) expressly designed to train negotiators. We conducted a laboratory experiment involving 66 pairs of negotiators—one of each pair being American and the other Chinese. Results suggest that in this context, the course had the greatest effect on performance, followed by NEGOTEX, and then followed by reading material. In addition, we found that training effects were additive: multiple forms of training lead to better results than individual forms of training, suggesting that (1) training forms complement and do not substitute for one another, and (2) multiple forms of training should be considered, especially when stakes are high.
Information Systems Research, 2004
W e study the process by which model-based decision support systems (DSSs) influence managerial d... more W e study the process by which model-based decision support systems (DSSs) influence managerial decision making in the context of marketing budgeting and resource allocation. We focus on identifying whether and how DSSs influence the decision process (e.g., cognitive effort deployed, discussion quality, and decision alternatives considered) and, as a result, how these DSSs influence decision outcomes (e.g., profit and satisfaction both with the decision process and the outcome). We study two specific marketing resource allocation decisions in a laboratory context: sales effort allocation and customer targeting. We find that decision makers who use high-quality, model-based DSSs make objectively better decisions than do decision makers who only have access to a generic decision tool (Microsoft Excel). However, their subjective evaluations (perceptions) of both their decisions and the processes that lead to those decisions do not necessarily improve as a result of DSS use. And expert judges, serving as surrogates for top management, have a difficult time assessing the objective quality of those decisions.
International Journal of Research in Marketing, 2005
Recessions can severely affect the performance and even the survival of firms. However, all firms... more Recessions can severely affect the performance and even the survival of firms. However, all firms are not equally affected by a recession. In fact, some firms even prosper during recessions. Anecdotal evidence suggests that some firms view a recession as a disguised opportunity, and develop an aggressive marketing response, whereas others cut back, waiting for the recession to pass. Why do some firms view the recession as an opportunity, and develop an aggressive marketing response to it? What are the effects of such a marketing response on the performance of the firm? These are the two central questions we address in this paper.
Journal of Marketing, 2004
Network externalities are playing an increasingly important role in the economy, and they have si... more Network externalities are playing an increasingly important role in the economy, and they have significant implications for firms' marketing strategies. The authors study the effects of network externalities in conjunction with other product and firm characteristics on the survival of pioneers. They apply an accelerated failure time model to data on 45 office products and consumer durables. The authors find evidence that network externalities have a negative main effect on the survival duration of pioneers. However, for more radical products and for technologically intense products, increases in network externalities are associated with increased survival duration. The larger the pioneer, the more network externalities increase its survival duration, whereas incumbent pioneers experience a decrease in survival duration compared with nonincumbents. The findings of this article contribute to theory in marketing strategy and have important implications for firms that are developing market entry strategies for products with network externalities.
Journal of Business Research, 2002
New developments in marketing management support systems (MMSSs) have provided the marketer with ... more New developments in marketing management support systems (MMSSs) have provided the marketer with a growing supply of tools that can enrich decision making. In this paper, we describe the concept of marketing engineering -an approach to solving marketing decision problems -popularized by Lilien and Rangaswamy [Lilien GL,Rangaswamy A. Marketing engineering: computer-assisted marketing analysis and planning. Reading, MA: Addison-Wesley, 1998.]. We describe how marketing engineering harnesses marketing data and knowledge to facilitate decision making. We provide several illustrations of the successful application of the marketing engineering concept. We also summarize developments that we believe will further encourage the adoption of the marketing engineering concept and tools for both teaching about marketing decision making, and for improving the practice of marketing decision making. We conclude with some challenges for the academic research community. D
... CONTENTS xi Chapter 5 Strategic Market Analysis: Conceptual Framework and Tools 155 Strategic... more ... CONTENTS xi Chapter 5 Strategic Market Analysis: Conceptual Framework and Tools 155 Strategic ... Summary 212 ICI Americas R&D Project Selection Case 213 Product Planning Using the ... at Addison Wesley Longman Case 216 Background 216 The new marketing texts 217 ...
Journal of Marketing, 2002
Using the resource-based view of the firm, the authors hypothesize that differences in adoption o... more Using the resource-based view of the firm, the authors hypothesize that differences in adoption of radical tech-nologies among firms can be attributed to a sense-and-respond capability of firms with respect to new technolo-gies, which is termed technological opportunism. ...
Uploads
Papers by Arvind Rangaswamy