Science-to-Practice Initiative
The objective of the Science-to-Practice initiative is to accelerate the diffusion of knowledge created by Marketing Science, primarily to current MBA students and, secondarily, to business people who attend executive education programs.
The Objectives of the Initiative
The objective of the Science-to-Practice initiative is to accelerate the diffusion of knowledge created by Marketing Science, primarily to current MBA students and, secondarily, to business people who attend executive education programs.
The objective will be achieved by translation of interesting, valuable and insightful ideas from Marketing Science articles into managerially comprehensible materials that will work in the MBA class. In addition, this initiative will recognize academics who have published in Marketing Science by helping them to tangibly contribute to marketing education for managers.
To make a submission to the Science-to-Practice initiative, authors are requested to click first on the “guidelines” button where the submission process is fully explained. Second, once authors understand the process, they can click on the “make a submission” button to go through the process.
For a complete explanation of the initiative, please refer to the editorial on the Science-to-Practice initiative (Desai, Bell, Lilien, and Soberman 2012), which was published in January-February 2012 issue of Marketing Science. To access a PDF of the editorial, please click here.
Presentations
The Price Precision Effect: Evidence from Laboratory and Market Data
The objective of this paper is to demonstrate that price framing can influence purchase decisions.
Estimating Cannibalization Rates for Pioneering Innovations
To evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the firm's other products. This paper develops a new model that allows managers to decompose the demand for a pioneering innovation into cannibalization, brand switching, and primary demand expansion.
Channel Pass-Through of Trade Promotions
The objective is to demonstrate the value of measuring trade promotion effectiveness.
Growing Two-Sided Networks by Advertising the User Base: A Field Experiment
The objective is to explore a cost-effective growth strategy for network companies.
A "Position Paradox" in Sponsored Search Auctions
The objective is to understand how firms should bid to be placed in a list of sponsored ads on a search engine, recognizing that consumers' click behavior depends on the qualities of the advertised products/services, in addition to the ranks of the ads.
Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing
The objective is to teach students (1) which factors impact consumers' decisions to avoid watching TV commercials (i.e., zap) and (2) how to insert the brand in ads to reduce the detrimental impact that branding has on ad avoidance.
A Larger Slice or a Larger Pie? Bargaining Power in the Distribution Channel
Learn how to empirically determine bargaining power of manufacturers and retailers in the distribution channel. We use the Nash bargaining solution to determine wholesale prices and thus to identify how margins are split in the channel.
Network Traces on Penetration: Uncovering Degree Distribution from Adoption Data
The objective is to show how the consumers' network structure (distribution of the individual-level number of links) impacts sales. We also discuss a method for uncovering the connectivity distribution of the consumer network underlying the product dissemination process, based exclusively on limited early-stage penetration data.
How Does the Use of Trademarks by Third-Party Sellers Affect Online Search
Consumers use search engines to obtain information about brands, leading to conflicts trademark owners, resellers and search engines. We examine a change in Google policy that allowed resellers to feature trademarks in their search ads.