Overview. Class Sessions and Readings. Drucker, Management, 1973, chapter 6. Porter, How Competitive Forces Shape Strategy, Harvard Business Review,

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1 NORTHWESTERN UNIVERSITY KELLOGG SCHOOL OF MANAGEMENT Marketing E560-0" Professor Gregory S. Carpenter Seminar in Marketing Strategy" Fall 2016 Overview This seminar will review major contributions and recent developments in marketing strategy. We will examine prevailing theories of competition and strategy, as well as emerging ones, to discuss their foundations and implications. We will discuss the research paradigms used in the field. We will explore purely analytical, empirical field studies, experimental methods, and observational or qualitative approaches. A principal purpose is to generate new ideas, new research topics, and new applications for existing concepts and theories, and to develop an understanding of different research paradigms in use on the field. The seminar will require that each participant be actively involved in each session. Seminar participants will be assigned readings to present or to discuss, but all participants will be expected to read every article assigned for every meeting. One short research proposals (5 to 7 page) paper and one longer one (15 to 20 page) are required. Both papers will be presented in the seminar. Dates for the presentations are noted on the schedule of classes. In addition, six shorter assignments are noted on the outline. These shorter assignments are due the day before class for use in class discussion. Class Sessions and Readings "September 22" MARKETING AND COMPETITIVE STRATEGY Drucker, Management, 1973, chapter 6. Porter, How Competitive Forces Shape Strategy, Harvard Business Review, Wernerfelt, A Resource-Based View of the Firm, Strategic Management Journal, Priem, Butler, and Li, Toward Reimagining Strategy Research: Retrospection and Prospection on the 2011 AMR Decade Award Article, Academy of Management Review, Jaworski, On Managerial Relevance, Journal of Marketing, 2011.

2 "September 29" MARKET ORIENTATION Narver and Slater, The Effect of Market Orientation on Business Profitability, Journal of Marketing, Kohli and Jaworski, Market Orientation: The Construct, Research Propositions, and Managerial Implications, Journal of Marketing, Homburg and Christian Pflesser, A multiple-layer model of marketoriented organizational culture: Measurement issues and performance outcomes, Journal of Marketing Research, Dutta, Narasimham and Rajeev, Success in High--Technology Markets: Is Marketing a Critical Capability?, Marketing Science, Gebhardt, Carpenter and Sherry, Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation, Journal of Marketing, " October 6" MARKET ORIENTATION II Kumar, Jones, Venkatesan and Leone, Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing, Journal of Marketing, Bendel and Vandenbosch, Competitor Orientation and the Evolution of Business Markets, Marketing Science, 2014 Guiso, Sapienza, and Zingales, The value of corporate culture, Journal of Financial Economics, forthcoming. Lee, Sridhar, Henderson, and Palmatier, Effect of Customer-Centric Structure on Long-Term Financial Performance, Marketing Science, Humphreys and Carpenter, Red White and Cru: Market Orientation, and Status Games in the U. S. Wine Industry, working paper, marketing strategy and firm performance? Identify three questions that remain open. Of the three, select one as most important and support your choice. " October 13" CUSTOMER SATISFACTION Fornell,, A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, 1992.

3 Gruca and Rego, Customer Satisfaction, Cash Flow, and Shareholder Value, Journal of Marketing, Fornell, Mithas, Morgeson, and Krishnan, Customer Satisfaction and Stock Prices: High Returns, Low Risk, Journal of Marketing, 2006, January, Tuli and Bharadwaj, Customer Satisfaction and Stock Returns Risk, Journal of Marketing, Jacobson and Mizik, The Financial Markets and Customer Satisfaction: Reexamining Possible Financial Mispricing of Customer Satisfaction, Marketing Science, 2009 (plus comments and rejoinder). Rego, Morgan and Fornell, Reexamining the Market Share-Customer Satisfaction Relationship, Journal of Marketing, customer satisfaction? Identify three questions that remain open. Of the three, select one as most important and support your choice. " October 20" MARKET PIONEERING AND LATE ENTRY Urban, Carter, Gaskin, and Mucha, Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications, Management Science, Carpenter and Nakamoto, Consumer Preference Formation and Pioneering Advantage, Journal of Marketing Research, Kardes and Kalyranaram, Order of Entry Effects on Consumer Memory and Judgement: An Information Integration Perspective, Journal of Marketing Research, Golder and Tellis, Pioneering Advantage: Marketing Logic or Marketing Legend, Journal of Marketing Research, Zhang and Markman, Overcoming the Early Entrant Advantage: The Role of Alignable and Non-Alignable Differences, Journal of Marketing Research, Shankar, Carpenter, and Krishnamurthi, Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers, Journal of Marketing Research, Humphreys, Megamarketing: The Creation of Markets as a Social Process, Journal of Marketing, 2010.

4 late entry strategies? Identify three questions that remain open. Of the three, select one as most important and support your choice. " October 27" RESEARCH PRESENTATIONS " November 3" DIFFERENTIATION Urban, Perceptor, Management Science, Hauser and Shugan, Defensive Marketing Strategy, Marketing Science, Carpenter, Glazer and Nakamoto, Meaningful Brands from Meaningless Differentiation: Dependence on an Irrelevant Attribute, Journal of Marketing Research, Brown and Carpenter, Why is the Trivial Important? A Reasons-Based Account for the Effects of Trivial Attributes on Choice, Journal of Consumer Research, Berger and Heath, When Consumers Diverge, Journal of Consumer Research, Nasser, Turic, and Narasimhan, National Brand s Response to Store Brands: Throw in the Towel or Fight Back, Marketing Science, differentiation? Identify three questions that remain open. Of the three, select one as most important and support your choice. "November 10" BRANDING I Levy, Symbols for Sale, Harvard Business Review, 1959 Belk, Possessions and the Extended Self, Journal of Consumer Research, Aaker and Keller, Consumer Evaluations of Brand Extensions, Journal of Marketing, Broniarczyk and Alba, The Importance of the Brand in Brand Extension, Journal of Marketing Research, 1994.

5 Simon and Sullivan, The Measurement and Determinants of Brand Equity: A Financial Approach, Marketing Science, Mizik and Jacobson, Valuing Branded Businesses, Journal of Marketing, " November 17" BRANDING II Fournier, Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Batra, Ahuvia and Bagozzi, Brand Love, Journal of Marketing, Kuksov and Xie, Competition in a Status Goods Market, Journal of Marketing Research, Markus, How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic, Journal of Marketing, Lovett, Peres, and Shachar, On Brands and Word of Mouth, Journal of Marketing Research, 2013 Cutright, Bettman, and Fitzsimons, Putting Brands in Their Place: How a Lack of Control Keeps Brands Contained, Journal of Marketing Research, branding? Identify three questions that remain open. Of the three, select one as most important and support your choice. " December 1" RESEARCH PRESENTATIONS