Faculty Achievements
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Recent Achievements
Rajdeep Grewal and Alok Kumar Have Had the Article, "Marketing Channels in Foreign Markets: Control Mechanisms and the Moderating Role Multinational Corporation Headquarters-Sibsidiary Relationship" Accepted to the Journal of Marketing Research. (January 2013)
Abstract
To manage marketing channels, subsidiaries of multinational corporations (MNCs) must balance headquarters’ (HQ) mandates with the local realities of the foreign markets. The performance implications of subsidiary–distributor relationship efforts thus are contingent on the HQ–subsidiary relationship. Drawing on marketing channels, economics, and organization theory literatures, the authors (1) describe the complex performance properties of output and process control mechanisms that MNC subsidiaries deploy to manage foreign distributors and (2) conceptualize the HQ–subsidiary nexus along three attributes that should moderate the performance effects of control mechanisms: task coordination – HQ’s central coordination of processes across subsidiaries; subsidiary decision involvement – two-way communications and consensual decision making between HQ and subsidiary; and relational disharmony – extent of HQ–subsidiary conflict. The authors test the hypotheses using field data from German and Japanese MNCs in the United States, and Bayesian models that account for measurement error, endogeneity in the control mechanisms, heterogeneity in country-of-origin, and nonlinear and interactive terms for the latent constructs. The results demonstrate the importance of the HQ–subsidiary relationship for managing subsidiary–distributor relationship.
"When Does Recognition Increase Charitable Behavior? Toward a Moral Identity-Based Model," by Karen Winterich, Vikas Mittal, and Karl Aquino has been accepted at the Journal of Marketing! (January 2013)
Lisa Bolton's "Judging the Book by It's Cover? How Consumers Decode Conspicuous Consumption Cues in Buyer-Seller Relationships," Accepted at the Journal of Marketing Research! (January 2013)
2012
"Effects of Opening and Closing Stores on Chain Retailer Performance" by Raji Srinivasan, Hari Sridhar, Sriram Narayanan and Debika Sihi Accepted at the Journal of Marketing! (December 2012)
Duncan Fong Appointed Associate Editor of the Journal of Business & Economic Statistics! (December 2012)
Karen Winterich and Hari Sridhar Have Been Selected as 2013 Marketing Science Institute's Young Scholars! (November 2012)
Accepted at Journal of Marketing: "When Value Trumps Health in a Supersized World" by Karen Winterich and Kelly Haws. (November 2012)
"Performance Implications of Deploying Marketing Analytics" by Gary Lilien, Arvind Rangswamy, and Frank Germann (recent Ph.D. graduate now working at University of Notre Dame) Accepted for Publication in International Journal of Research in Marketing. (October 2012)
Raj Grewal Appointed Associate Editor of the Journal of Marketing Research. (September 2012)
Gary Lilien, John Robert, & Venky Shankar Have Had Their Paper, "Effective Marketing Science Applications: Insights from the ISMS Practice Prize Finalist Papers and Projects," Accepted for Publication in Marketing Science Magazine. (September 2012)
Raj Grewal & Alok Saboo's "Stock Market Reactions to Customer and Competitor Orientations: The Case of Initial Public Offerings" Accepted for Publication in Marketing Science Magazine. (September 2012)
Raj Grewal and Gary Lilien Had a Paper Accepted for Publication in the Journal of Marketing Called, "The Sales Lead Black Hole: On Sales Reps' Follow-Up of Marketing Leads" (August 2012)
A Paper " IT Implementation Contract Design: Analytical and Experimental Investigation of IT Value, Learning, and Contract Structure," Written in Collaboration with D.J. Wu, Min Ding, and Lorin Hitt Has Been Accepted at Information Systems Research.
Karen Winterich & Woo Jin Choi's "Can Brands Move In from the Outside?: How Moral Identity Enhances Out-group Brand Attitudes" has been Accepted for Publication in the Journal of Marketing. (August 2012)
Gary Lilien Honored with the 2012 MR SIG Gilbert Churchhill Lifetime Achievement Award (August 2012)
In the News
Marketing Class Puts Theory to Work at a Local Business with Karen Winterich (January 2013)
Recent Articles
Why Charities Need To Consider Donors' Politics (January 2013)
Article on research by Karen Winterich, assistant professor of marketing. “Research suggests that the way the charity presses certain ideological buttons predicts whether liberals or conservatives will pony up a donation. ... I spoke with Karen Winterich – she’s a researcher at Penn State – and she is finding that, in fact, different kinds of charitable appeals do appeal to liberals and conservatives.” (Why Charities Need to Consider Donors’ Politics)
Marketing Analytics: A Must for Retailers and Manufacturers by Gary Lilien (January 2013)
Podcast featuring Gary Lilien discusses his research on how few companies actually use marketing analytics to better target their companies, and why they should. (Marketing Analytics: A Must for Retailers and Manufacturers)
Strategy+Business: New Support for Marketing Analytics by Gary Lilien and Arvind Rangaswamy (January 2013)
Skeptics abound, but the high-tech approach to consumer data seems to pay off.
The Consumer-Brand Relationship by Dr. Rajdeep Grewal (March 2012)
Despite extensive research into the role of branding and its impact on the consumer-brand relationship, much of what is implied about this relationship is that all consumers react similarly to brand advertising. However, a recent study from a professor at the Penn State Smeal College of Business finds that consumers are as much the co-creator in the consumer-brand relationship as the marketers because of the way they organize and use brand information based on their own unique biases and traits.
The Helpfulness of Hope by Dr. Karen Winterich (February 2012)
Most of us are aware that we often fall victim to emotional eating, but isn’t that only when we’re feeling bad? Not so, according to a study conducted by a professor at the Penn State Smeal College of Business.
The Downside of Debt Consolidation by Dr. Lisa Bolton (January 2012)
It is hard to turn on the TV, flip through a magazine or browse the Web without seeing advertisements for debt relief services. Typically, these ads tell consumers that their monthly payments will be low, their debt will be reduced, and that the loans are no-hassle. However, lenders often gloss over the fact that lower monthly payments may be achieved through longer loan lengths, especially for those with a lot of debt who don’t qualify for lower interest rates. While longer loan terms may lower monthly payments, consumers might face a significant increase in total payments over the life of the loan.
