MKTG 650 ("Marketing Management") Readings

***Course Syllabus and Full Readings List

***Assignment #1

Week 1: "Understanding and Publishing in Marketing Strategy"

(1) Porter, Michael E. (1996), “What is Strategy?” Harvard Business Review, 74 (November-December), 61-78.

(2) Varadarajan, P. Rajan, and Satish Jayachandran (1999), “Marketing Strategy: An Assessment of the State of the Field and Outlook,” Journal of the Academy of Marketing Science, 27 (Spring), 120-143.

(3) Summers, John O. (2001), “Guidelines for conducting research and publishing in Marketing: From conceptualization through the review process,” Journal of the Academy of Marketing Science, 29 (4), 405-415.

(4) Stewart, David, “Getting Published: Reflections of an Old Editor,” Journal of Marketing, 66 (October 2002), 1-6.

Week 2 (Jan. 23): Outside Influences on Marketing Strategy

(1) Betton, John and Gregory G. Dess (1985), “The Application of Population Ecology Models to the Study of Organizations,” Academy of Management Review, 10 (4), 750-757.

(2) Eisenhardt, Kathleen M. (1989), “Agency Theory: An Assessment and Review,” Academy of Management Review, 12 (January), 57-74.

(3) Barney, Jay (1991), “Firm Resources and Sustained Competitive Advantage,” Journal of Management, 17 (1), 99-120.

(4) Teece, David J., Pisano, Gary, and Amy Shuen (1997), “Dynamic Capabilities and Strategic Management,” Strategic Management Journal, 18 (7), 509-533.

(5) Makadok, Richard (2001), “Toward a Synthesis of the Resource-Based and Dynamic-Capability Views of Rent Creation,” Strategic Management Journal, 22 (5), 387-401.

Week 3 (Jan. 30): Marketing Theories of Strategy and Competition

Student Experts: (3) / (4)

(1) Day, George S. and Robin Wensley (1983), “Marketing Theory with a Strategic Orientation,” Journal of Marketing, 47 (Fall), 79-89.

(2) Dickson, Peter R. (1992), “Toward a General Theory of Competitive Rationality,” Journal of Marketing, 56 (January), 69-83.

(3) Kerin, Roger A., P. Rajan Varadarajan, and Robert A. Peterson (1992), “First-Mover Advantage: A Synthesis, Conceptual Framework, and Research Propositions,” Journal of Marketing, 56 (October), 3-52.

(4) Hunt and Morgan, “The Comparative Advantage Theory of Competition,” Journal of Marketing, 59 (April 1995), 1-15.

(5) Vargo and Lusch, “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January 2004), 1-17.

(6) Day, Deighton, Narayandas, Gummesson, Hunt, Prahalad, Rust, and Shugan, “Invited Commentaries on ‘Evolving to a New Dominant Logic for Marketing’,” Journal of Marketing, 68 (January 2004), 18-27.

Week 4 (Feb. 6): Marketing’s Influence in the Strategy Process

Student Experts: (5) / (6)

(1) Ruekert and Walker, “Marketing's Interaction with other Functional Units:  A Conceptual Framework and Empirical Evidence,” Journal of Marketing, 51 (January 1987), 1‑19.

(2) Webster, Frederick E. Jr. (1992), “The Changing Role of Marketing in the Corporation,” Journal of Marketing, 56 (October), 1-17.

(3) Frankwick, Ward, Hutt, and Reingen, “Evolving Patterns of Organizational Beliefs in the Formation of Strategy,” Journal of Marketing, 58 (April 1994), 96-110.

(4) Moorman and Rust, “The Role of Marketing,” Journal of Marketing, 63 (Special Issue 1999), 180-197.

(5) Homburg, Workman, and Krohmer, “Marketing’s Influence Within the Firm,” Journal of Marketing, 63 (April 1999), 1-17.

Week 5 (Feb. 13): Planning, Implementation, and Cross-Functional Coordination

Student Experts: (7) / (8)

(1) Hutt, Reingen and Ronchetto, “Tracing Emergent Processes in Marketing Strategy Formation,” Journal of Marketing, 52 (January 1988), 4‑19.

(2) Fisher, Maltz, and Jaworski, “Enhancing Communication Between Marketing and Engineering: The Moderating Role of Relative Functional Identification,” Journal of Marketing, 61 (July 1997), 54-70.

(3) Moorman and Miner, “The Convergence of Planning and Execution: Improvisation in New Product Development,” Journal of Marketing, 62 (July 1998), 1-20.

(4) Noble and Mokwa, “Implementing Marketing Strategies: Developing and Testing a Managerial Theory,” Journal of Marketing, 63 (October 1999), 57-73.

Week 6 (Feb. 20): Innovation and New Product Development

Student Experts: (9) / (10)

(1) Drucker, Peter (2002), “The Discipline of Innovation,” HBR (August), 5-10.

(2) Chandy, Rajesh K. and Gerard J. Tellis (1998), “Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize,” Journal of Marketing Research, 35 (November), 474-487.

(3) Chandy, Rajesh K. and Gerard J. Tellis (2000), “The Incumbent’s Curse? Incumbency, Size, and Radical Product Innovation,” Journal of Marketing, 64(July), 1-17.

(4) Chandy, Prabhu, and Antia, “What Will the Future Bring? Dominance, Technology Expectations, and Radical Innovation,” Journal of Marketing, 67 (July 2003), 1-18.

(5) Sorescu, Chandy, and Prabhu, “Sources and Financial Consequences of Radical Innovation: Insights from Pharmaceuticals,” Journal of Marketing, 67 (October 2003), 82-102.

*** Week 7 (Feb. 27): IDEA PITCHES (Conference Style) ***

Week 8 (March 5): Knowledge, Learning, and Capabilities

Student Experts: (1) / (2)

(1) Madhavan and Grover, “From Embedded Knowledge to Embodied Knowledge: New Product Development as Knowledge Management,” Journal of Marketing, 62 (October 1998), 1-12.

(2) Rindfleisch and Moorman, “The Acquisition and Utilization of Information in New Product Alliances: A Strength-of-Ties Perspective,” Journal of Marketing, 65 (April 2001), 1-18.

(3) Vorhies and Morgan (2005), Benchmarking Marketing Capabilities for Sustainable Competitive Advantage,” Journal of Marketing, 69 (1), 80-94

(4) Eisenstein & Hutchinson (2006), "Action-Based Learning: Goals and Attention in the Acquisition of Market Knowledge," Journal of Marketing Research (JMR), May, Vol. 43 Issue 2, p244-258.

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March 10-14: Spring Break

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Week 9 (March 19): Market Orientation and Culture

Student Experts: (3) / (4)

 (1) Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research, Propositions, and Managerial Implications,” Journal of Marketing, 54 (April), 1-18.

(2) Narver, John C. and Stanley F. Slater (1990), “The Effect of Market Orientation on Business Profitability,” Journal of Marketing, 54 (October), 20-35.

(3) Hurley, Robert F. and G. Thomas M. Hult (1998), “Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination,” Journal of Marketing, 62 (July), 42-54.

(4) Noble, Sinha, and Kumar, “Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications,” Journal of Marketing, 66 (October 2002), 25-39.

(5) Im and Workman, “Market Orientation, Creativity, and New Product Performance in High-Technology Firms,” Journal of Marketing, 68 (April 2004), 114-132.

Week 10 (March 26): Branding Issues

Student Experts: (5) / (6)

(1) Keller, "Conceptualizing, Measuring and Managing Customer-Based Brand Equity," Journal of Marketing, 57 (January 1993), 1-22.

(2) Jennifer L. Aaker, “Dimensions of Brand Personality,” Journal of Marketing Research, 34 (August 1997), 347-356.

(3) McAlexander, Schouten, and Koenig, “Building Brand Community,” Journal of Marketing, 66 (January 2002), 38-54.

Week 11 (April 2): Product Design

Student Experts: (7) / (8)

(1) "A Very Brief History of Industrial Design", (C. Noble) - read first!

(2) Bloch, Peter H. (1995), “Seeking the Ideal Form: Product Design and Consumer Response,” Journal of Marketing, 59 (July), 16-29.

(3) Swan, Scott K., Masaaki Kotabe and Brent B. Allred (2005), “Exploring Robust Design Capabilities, Their Role in Creating Global Products, and Their Relationship to Firm Performance,” Journal of Product Innovation Management, 22 (February), 144-164.

(4)  Sanchez, Ron (2003), "Using Modularity to Manage the Interactions of Technical and Industrial Design," Design Management Journal.

(5) Creusen & Schoormans (2005), "The Different Roles of Product Appearance in Consumer Choice," Journal of Product Innovation Management.

(6)  Noble, C. & Kumar, M. (in press, 2008 publication).  Exploring the Appeal of Product Design: A Grounded, Value-based Model of Key Design Elements and Relationships. Journal of Product Innovation Management.

Week 12 (April 9): Globalization and International Issues in Marketing

Student Experts: (9) / (10)

(1) Levitt, “The Globalization of Markets,” Harvard Business Review, 61 (May‑June 1983), 92‑102.

(2) Porter, “The Competitive Advantage of Nations,” Harvard Business Review, 68 (March‑April 1990), 73‑93.

(3) Szymanski, Bharadwaj, and Varadarajan, “Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation,” Journal of Marketing, 57 (October 1993), 1-17.

(4) Zou, Shaoming and Tamer S. Cavusgil (2002), “GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance,” Journal of Marketing, 66 (October), 40-56.

(5)  Price-Based Global Market Segmentation for Services.  By: Bolton, Ruth N.; Myers, Matthew B.. Journal of Marketing, Jul2003, Vol. 67 Issue 3, p108-128.

Week 13 (April 16): Electronic Commerce & Marketing

(1) Balasubramanian, Sridhar, Robert A. Peterson, and Sirkka L. Jarvenpaa (2002), "Exploring the Implications of M-Commerce for Markets and Marketing," Journal of the Academy of Marketing Science, 30 (Fall), 348-361.

(2) Geyskens, Inge, Katrijn Gielens, Marnik G. Dekempe (2002), "The Market Valuation of Internet Channel Additions," Journal of Marketing, 66 (April), 102-119.

(3) Varadarajan, P. Rajan and Manjit S. Yadav (2002), "Marketing Strategy and the Internet: An Organizing Framework," Journal of the Academy of Marketing Science," 30 (Fall), 296-312.

(4) Determinants of Perceived Web Site Interactivity. By: Song, Ji Hee; Zinkhan, George M. Journal of Marketing, Mar2008, Vol. 72 Issue 2, p99-113