The Profit Impact of Marketing Strategy Project: Retrospect and Prospects

doi:10.1017/CBO9780511488726

This book was first published in 2004. Developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition, argue the need for an in-depth but accessible assessment of the Profit Impact of Marketing Strategy's project. Here, Paul Farris and Michael Moore gather together contributions from experts across the US and Europe to offer a retrospective analysis alongside innovative perspectives on future marketing strategy and performance assessment methods. Appealing to scholars and reflective practitioners interested in fostering practical knowledge about business innovation and changes, this book not only explores ways of thinking about and working with PIMS but also explores the unresolved issues arising from the original data. As the business community renews its attempts to recreate the kind of inter-firm cooperation that produced the PIMS project, sharing many of the ideals, this volume will broadly appeal.

"...a high-powered set of authors provide both important substantive lessons and implications for how to better address this critical topic." Professor Don Lehman, Columbia University and Tuck Graduate School of Business, Dartmouth; former Director of the Marketing Science Institute

"...required reading for anyone planning to carry on deep investigations of marketing's impact on company sales and profits." Phillip Kotler, Kellogg Graduate School of Management, Northwestern University

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Contents

Frontmatter
pp i-iv
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Contents
pp v-vi
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List of figures
pp vii-vii
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List of tables
pp viii-xi
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Notes on contributors
pp xii-xvi
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Acknowledgments
pp xvii-xviii
- By Paul W. Farris, Professor of Business University of Virginia's Darden Graduate School of Business Administration, Michael J. Moore, Research Professor Darden Graduate School of Business Administration; Professor of Health Evaluation Sciences School of Medicine, University of Virginia
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Introduction
pp 1-5
- By Paul W. Farris, Professor of Business University of Virginia's Darden Graduate School, Michael J. Moore, Research Professor Darden Graduate School of Business Administration; Professor of Health Evaluation Sciences School of Medicine, University of Virginia
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1 - The PIMS project: vision, achievements, and scope of the data
pp 6-27
- By Paul W. Farris, Professor of Business University of Virginia's Darden Graduate School, John U. Farley, Research Fellow International Business at the Tuck School, Dartmouth College
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2 - Putting PIMS into perspective: enduring contributions to strategic questions
pp 28-40
- By George S. Day, Professor of Marketing and Co-director of the Mack Center for Technology Innovation Wharton School of the University of Pennsylvania
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3 - PIMS and COMPUSTAT data: different horses for the same course?
pp 41-72
- By D. Eric Boyd, Assistant Professor of Marketing James Madison University, Paul W. Farris, Professor of Business University of Virginia's Darden Graduate School, Lutz Hildebrandt, Professor of Marketing and Director of the Institute of Marketing Humboldt University of Berlin; President European Marketing Academy
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4 - Order of market entry: empirical results from the PIMS data and future research topics
pp 73-91
- By William T. Robinson, Professor of Management Krannert Graduate School of Management, Purdue University, Mark Parry, Research Professor of Business Administration Darden Graduate Business School, University of Virginia
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5 - Does innovativeness enhance new product success? Insights from a meta-analysis of the evidence
pp 92-123
- By David M. Szymanski, Chair of Retailing Studies, Research Fellow, Director of the Center for Retailing Studies and the Al and Marion Withers Research Fellow Mays College & Graduate School of Business, Michael Kroff, Doctoral Student, Department of Marketing Texas A&M University, Lisa C. Troy, Assistant Professor of Marketing University of North Texas
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6 - Marketing costs and prices: an expanded view
pp 124-152
- By David J. Reibstein, Professor of Marketing at the Wharton School University of Pennsylvania, Yogesh Joshi, PhD candidate at the Wharton School University of Pennsylvania, Paul W. Farris, Professor of Business University of Virginia's Darden Graduate School
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7 - The model by Phillips, Chang, and Buzzell revisited – the effects of unobservable variables
pp 153-187
- By Lutz Hildebrandt, Professor of Marketing and Director of the Institute of Marketing Humboldt University of Berlin; President European Marketing Academy, Dirk Temme, Assistant Professor of Marketing Humboldt University of Berlin
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8 - Causation and components in market share–performance models: the role of identities
pp 188-217
- By Kusum L. Ailawadi, Associate Professor of Business Administration Tuck School, Dartmouth College, Paul W. Farris, Professor of Business University of Virginia's Darden Graduate School of Business Administration
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9 - Cargo cult econometrics: specification testing in simultaneous equation marketing models
pp 218-259
- By Michael J. Moore, Research Professor Darden Graduate School of Business Administration; Professor of Health Evaluation Sciences School of Medicine, University of Virginia, Ruskin Morgan, Director in the Economic Litigation and Consulting Practice Huron Consulting Group; Assistant Professor of Marketing, David Eccles School of Business University of Utah, Judith Roberts, Director Huron Consulting Group's Boston
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10 - PIMS and the market share effect: biased evidence versus fuzzy evidence
pp 260-271
- By Markus Christen, Assistant Professor of Marketing INSEAD, Hubert Gatignon, Professor of Business Administration INSEAD
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11 - PIMS in the new millennium: how PIMS might be different tomorrow
pp 272-286
- By Paul W. Farris, Professor of Business University of Virginia's Darden Graduate School of Business Administration, Michael J. Moore, Research Professor Darden Graduate School of Business Administration; Professor of Health Evaluation Sciences School of Medicine, University of Virginia, Keith Roberts, Managing Director PIMS Europe
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Select bibliography
pp 287-297
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Author index
pp 298-302
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Subject index
pp 303-307
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The Profit Impact of Marketing Strategy Project

Retrospect and Prospects

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Contents

Frontmatter
pp i-iv

Contents
pp v-vi

List of figures
pp vii-vii

List of tables
pp viii-xi

Notes on contributors
pp xii-xvi

Acknowledgments
pp xvii-xviii

Introduction
pp 1-5

1 - The PIMS project: vision, achievements, and scope of the data
pp 6-27

2 - Putting PIMS into perspective: enduring contributions to strategic questions
pp 28-40

3 - PIMS and COMPUSTAT data: different horses for the same course?
pp 41-72

4 - Order of market entry: empirical results from the PIMS data and future research topics
pp 73-91

5 - Does innovativeness enhance new product success? Insights from a meta-analysis of the evidence
pp 92-123

6 - Marketing costs and prices: an expanded view
pp 124-152

7 - The model by Phillips, Chang, and Buzzell revisited – the effects of unobservable variables
pp 153-187

8 - Causation and components in market share–performance models: the role of identities
pp 188-217

9 - Cargo cult econometrics: specification testing in simultaneous equation marketing models
pp 218-259

10 - PIMS and the market share effect: biased evidence versus fuzzy evidence
pp 260-271

11 - PIMS in the new millennium: how PIMS might be different tomorrow
pp 272-286

Select bibliography
pp 287-297

Author index
pp 298-302

Subject index
pp 303-307

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Accessibility standard: Unknown

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The Profit Impact of Marketing Strategy Project

Retrospect and Prospects

Book description

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Contents

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