IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v45y2017i2d10.1007_s11747-017-0518-9.html
   My bibliography  Save this article

Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches

Author

Listed:
  • V Kumar

    (Georgia State University)

  • Amalesh Sharma

    (Georgia State University)

  • Shaphali Gupta

    (Management Development Institute)

Abstract

Although the literature debates the sophistication and contributions of statistical/econometric models to strategic findings, there is a lack of understanding of how different model types contribute to the impact of strategic marketing research. We collected data from 485 studies published in top-tier marketing journals over the last 50 years to assess the influence of core strategy areas, and the moderating roles of models, journals, and estimation approaches on the impact of strategic marketing research, measured in terms of citations of the articles. Using descriptive and regression analyses, we find that strategy research focusing on the “customer” and “other areas” had a relatively greater impact, whereas “sales” had a relatively lesser impact on citations than the “4Ps strategy area.” Linear regression, multivariate analysis, and structural equation models had a significantly higher impact on citations than other models. We also find that linear models and SEM positively and analytical models negatively moderate the relationship between strategy research focusing on “customer” and citations. Further, linear, analytical models and multivariate analyses negatively moderate the relationship between “sales” and citations. While strategy-focused journals positively moderate the relationship between strategic research focusing on “other area” and citations, it has a negative impact on the relationship between strategic research focusing on “sales” and citations. Relationship between strategy research focusing on “customer” and “other areas” and citations respectively is positively moderated by the estimation approach. Our study provides a perspective to the “rigor vs. relevance” debate in strategic marketing research.

Suggested Citation

  • V Kumar & Amalesh Sharma & Shaphali Gupta, 2017. "Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 164-185, March.
    • Handle: RePEc:spr:joamsc:v:45:y:2017:i:2:d:10.1007_s11747-017-0518-9
    DOI: 10.1007/s11747-017-0518-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-017-0518-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-017-0518-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Victor Aguirregabiria & Junichi Suzuki, 2014. "Identification and counterfactuals in dynamic models of market entry and exit," Quantitative Marketing and Economics (QME), Springer, vol. 12(3), pages 267-304, September.
    2. V. Kumar & Rajkumar Venkatesan & Tim Bohling & Denise Beckmann, 2008. "—The Power of CLV: Managing Customer Lifetime Value at IBM," Marketing Science, INFORMS, vol. 27(4), pages 585-599, 07-08.
    3. Dipak C. Jain & Naufel J. Vilcassim, 1991. "Investigating Household Purchase Timing Decisions: A Conditional Hazard Function Approach," Marketing Science, INFORMS, vol. 10(1), pages 1-23.
    4. K. Sudhir, 2001. "Competitive Pricing Behavior in the Auto Market: A Structural Analysis," Marketing Science, INFORMS, vol. 20(1), pages 42-60, January.
    5. V. Kumar & Trichy V. Krishnan, 2002. "Multinational Diffusion Models: An Alternative Framework," Marketing Science, INFORMS, vol. 21(3), pages 318-330, July.
    6. V. Kumar & Vikram Bhaskaran & Rohan Mirchandani & Milap Shah, 2013. "Practice Prize Winner ---Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey," Marketing Science, INFORMS, vol. 32(2), pages 194-212, March.
    7. Ramya Neelamegham & Pradeep Chintagunta, 1999. "A Bayesian Model to Forecast New Product Performance in Domestic and International Markets," Marketing Science, INFORMS, vol. 18(2), pages 115-136.
    8. Bernd Skiera & Sönke Albers, 1998. "COSTA: Contribution Optimizing Sales Territory Alignment," Marketing Science, INFORMS, vol. 17(3), pages 196-213.
    9. Wagner Kamakura & Carl Mela & Asim Ansari & Anand Bodapati & Pete Fader & Raghuram Iyengar & Prasad Naik & Scott Neslin & Baohong Sun & Peter Verhoef & Michel Wedel & Ron Wilcox, 2005. "Choice Models and Customer Relationship Management," Marketing Letters, Springer, vol. 16(3), pages 279-291, December.
    10. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    11. Peter E. Rossi & Greg M. Allenby, 2003. "Bayesian Statistics and Marketing," Marketing Science, INFORMS, vol. 22(3), pages 304-328, July.
    12. Wolfgang Jank & P. K. Kannan, 2005. "Understanding Geographical Markets of Online Firms Using Spatial Models of Customer Choice," Marketing Science, INFORMS, vol. 24(4), pages 623-634, December.
    13. Leigh McAlister, 2016. "Rigor versus method imperialism," Journal of the Academy of Marketing Science, Springer, vol. 44(5), pages 565-567, September.
    14. Vivek F. Farias & Srikanth Jagabathula & Devavrat Shah, 2013. "A Nonparametric Approach to Modeling Choice with Limited Data," Management Science, INFORMS, vol. 59(2), pages 305-322, December.
    15. Bas Donkers & Peter Verhoef & Martijn Jong, 2007. "Modeling CLV: A test of competing models in the insurance industry," Quantitative Marketing and Economics (QME), Springer, vol. 5(2), pages 163-190, June.
    16. O'Cass, Aron & Sok, Phyra, 2013. "Exploring innovation driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation," Journal of Business Research, Elsevier, vol. 66(8), pages 1074-1084.
    17. Rajkumar Venkatesan & Trichy V. Krishnan & V. Kumar, 2004. "Evolutionary Estimation of Macro-Level Diffusion Models Using Genetic Algorithms: An Alternative to Nonlinear Least Squares," Marketing Science, INFORMS, vol. 23(3), pages 451-464, August.
    18. van Heerde, H.J. & Gupta, S. & Wittink, D.R., 2003. "Is 3/4 of the Sales Promotion Bump Due to Brand Switching? No it is 1/3," Discussion Paper 2003-5, Tilburg University, Center for Economic Research.
    19. Naik, Prasad A. & Peters, Kay, 2009. "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 288-299.
    20. Harikesh Nair, 2007. "Intertemporal price discrimination with forward-looking consumers: Application to the US market for console video-games," Quantitative Marketing and Economics (QME), Springer, vol. 5(3), pages 239-292, September.
    21. Kamel Jedidi & Harsharanjeet S. Jagpal & Wayne S. DeSarbo, 1997. "Finite-Mixture Structural Equation Models for Response-Based Segmentation and Unobserved Heterogeneity," Marketing Science, INFORMS, vol. 16(1), pages 39-59.
    22. Bart J. Bronnenberg, 2005. "Spatial models in marketing research and practice," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 21(4‐5), pages 335-343, July.
    23. Tülin Erdem, 1996. "A Dynamic Analysis of Market Structure Based on Panel Data," Marketing Science, INFORMS, vol. 15(4), pages 359-378.
    24. Stanley F. Slater & Eric M. Olson, 2001. "Marketing's contribution to the implementation of business strategy: an empirical analysis," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 1055-1067, November.
    25. Eric Bradlow & Bart Bronnenberg & Gary Russell & Neeraj Arora & David Bell & Sri Duvvuri & Frankel Hofstede & Catarina Sismeiro & Raphael Thomadsen & Sha Yang, 2005. "Spatial Models in Marketing," Marketing Letters, Springer, vol. 16(3), pages 267-278, December.
    26. V. Kumar & Nita Umashankar & Kihyun Hannah Kim & Yashoda Bhagwat, 2014. "Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors," Marketing Science, INFORMS, vol. 33(5), pages 673-692, September.
    27. Christine Moorman, 2016. "Celebrating marketing’s dirty word," Journal of the Academy of Marketing Science, Springer, vol. 44(5), pages 562-564, September.
    28. Prasad A. Naik & Kalyan Raman & Russell S. Winer, 2005. "Planning Marketing-Mix Strategies in the Presence of Interaction Effects," Marketing Science, INFORMS, vol. 24(1), pages 25-34, June.
    29. Puneet Manchanda & Ying Xie & Nara Youn, 2008. "The Role of Targeted Communication and Contagion in Product Adoption," Marketing Science, INFORMS, vol. 27(6), pages 961-976, 11-12.
    30. Ron Adner & Rahul Kapoor, 2010. "Value creation in innovation ecosystems: how the structure of technological interdependence affects firm performance in new technology generations," Strategic Management Journal, Wiley Blackwell, vol. 31(3), pages 306-333, March.
    31. Martin Natter & Ana-Marija Ozimec & Ju-Young Kim, 2015. "Practice Prize Winner—ECO: Entega’s Profitable New Customer Acquisition on Online Price Comparison Sites," Marketing Science, INFORMS, vol. 34(6), pages 789-803, November.
    32. Engelbert Dockner & Steffen Jørgensen, 1988. "Optimal Advertising Policies for Diffusion Models of New Product Innovation in Monopolistic Situations," Management Science, INFORMS, vol. 34(1), pages 119-130, January.
    33. Yi Zhao & Sha Yang & Vishal Narayan & Ying Zhao, 2013. "Modeling Consumer Learning from Online Product Reviews," Marketing Science, INFORMS, vol. 32(1), pages 153-169, May.
    34. Andrew T. Ching & Tülin Erdem & Michael P. Keane, 2013. "Invited Paper ---Learning Models: An Assessment of Progress, Challenges, and New Developments," Marketing Science, INFORMS, vol. 32(6), pages 913-938, November.
    35. Young-Hoon Park & Peter S. Fader, 2004. "Modeling Browsing Behavior at Multiple Websites," Marketing Science, INFORMS, vol. 23(3), pages 280-303, May.
    36. Tülin Erdem & Michael P. Keane, 1996. "Decision-Making Under Uncertainty: Capturing Dynamic Brand Choice Processes in Turbulent Consumer Goods Markets," Marketing Science, INFORMS, vol. 15(1), pages 1-20.
    37. Pradeep Chintagunta & Tülin Erdem & Peter E. Rossi & Michel Wedel, 2006. "Structural Modeling in Marketing: Review and Assessment," Marketing Science, INFORMS, vol. 25(6), pages 604-616, 11-12.
    38. Kumar, V. & Sunder, Sarang & Sharma, Amalesh, 2015. "Leveraging Distribution to Maximize Firm Performance in Emerging Markets," Journal of Retailing, Elsevier, vol. 91(4), pages 627-643.
    39. Dou, Wenyu & Ghose, Sanjoy, 2006. "A dynamic nonlinear model of online retail competition using Cusp Catastrophe Theory," Journal of Business Research, Elsevier, vol. 59(7), pages 838-848, July.
    40. Vrinda Kadiyali & Pradeep Chintagunta & Naufel Vilcassim, 2000. "Manufacturer-Retailer Channel Interactions and Implications for Channel Power: An Empirical Investigation of Pricing in a Local Market," Marketing Science, INFORMS, vol. 19(2), pages 127-148, September.
    41. Preyas S. Desai, 2001. "Quality Segmentation in Spatial Markets: When Does Cannibalization Affect Product Line Design?," Marketing Science, INFORMS, vol. 20(3), pages 265-283, August.
    42. Stanley F. Slater & Eric M. Olson, 2000. "Strategy type and performance: the influence of sales force management," Strategic Management Journal, Wiley Blackwell, vol. 21(8), pages 813-829, August.
    43. Shankar, Venkatesh & Balasubramanian, Sridhar, 2009. "Mobile Marketing: A Synthesis and Prognosis," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 118-129.
    44. K. Sudhir, 2001. "Competitive Pricing Behavior in the US Auto Market: A Structural Analysis," Yale School of Management Working Papers ysm228, Yale School of Management.
    45. Hashi, Iraj & Stojčić, Nebojša, 2013. "The impact of innovation activities on firm performance using a multi-stage model: Evidence from the Community Innovation Survey 4," Research Policy, Elsevier, vol. 42(2), pages 353-366.
    46. Varadarajan, P. Rajan & Clark, Terry, 1994. "Delineating the scope of corporate, business, and marketing strategy," Journal of Business Research, Elsevier, vol. 31(2-3), pages 93-105.
    47. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    48. Sangwoo Shin & Sanjog Misra & Dan Horsky, 2012. "Disentangling Preferences and Learning in Brand Choice Models," Marketing Science, INFORMS, vol. 31(1), pages 115-137, January.
    49. Omar Merlo & Seigyoung Auh, 2009. "The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance," Marketing Letters, Springer, vol. 20(3), pages 295-311, September.
    50. Michael Lewis & Vishal Singh & Scott Fay, 2006. "An Empirical Study of the Impact of Nonlinear Shipping and Handling Fees on Purchase Incidence and Expenditure Decisions," Marketing Science, INFORMS, vol. 25(1), pages 51-64, 01-02.
    51. Andrew T. Ching & Tülin Erdem & Michael P. Keane, 2013. "Learning Models: An Assessment of Progress, Challenges and New Developments," Economics Papers 2013-W07, Economics Group, Nuffield College, University of Oxford.
    52. Pradeep Chintagunta & Jean-Pierre Dubé & Khim Yong Goh, 2005. "Beyond the Endogeneity Bias: The Effect of Unmeasured Brand Characteristics on Household-Level Brand Choice Models," Management Science, INFORMS, vol. 51(5), pages 832-849, May.
    53. William C. Bogner & Pratima Bansal, 2007. "Knowledge Management as the Basis of Sustained High Performance," Journal of Management Studies, Wiley Blackwell, vol. 44(1), pages 165-188, January.
    54. Paul E. Green & Ronald E. Frank & Patrick J. Robinson, 1967. "Cluster Analysis in Test Market Selection," Management Science, INFORMS, vol. 13(8), pages 387-400, April.
    55. Bart J. Bronnenberg, 2005. "Rejoinder for spatial models in marketing research and practice," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 21(4‐5), pages 349-350, July.
    56. Füsun Gönül & Kannan Srinivasan, 1996. "Estimating the Impact of Consumer Expectations of Coupons on Purchase Behavior: A Dynamic Structural Model," Marketing Science, INFORMS, vol. 15(3), pages 262-279.
    57. repec:inm:ormnsc:v:30:y:1984:i:12:p:1524-1539(2 is not listed on IDEAS
    58. Geng Cui & Man Leung Wong & Hon-Kwong Lui, 2006. "Machine Learning for Direct Marketing Response Models: Bayesian Networks with Evolutionary Programming," Management Science, INFORMS, vol. 52(4), pages 597-612, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Satish Kumar & Filomena Maggino & Raj V. Mahto & Riya Sureka & Leonardo Salvatore Alaimo & Weng Marc Lim, 2022. "Social Indicators Research: A Retrospective Using Bibliometric Analysis," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 162(1), pages 413-448, July.
    2. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.
    3. Neil A. Morgan & Kimberly A. Whitler & Hui Feng & Simos Chari, 2019. "Research in marketing strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 4-29, January.
    4. Donthu, Naveen & Reinartz, Werner & Kumar, Satish & Pattnaik, Debidutta, 2021. "A retrospective review of the first 35 years of the International Journal of Research in Marketing," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 232-269.
    5. Nicole Koschate-Fischer & Wayne D. Hoyer & Nicola E. Stokburger-Sauer & Jan Engling, 2018. "Do life events always lead to change in purchase? The mediating role of change in consumer innovativeness, the variety seeking tendency, and price consciousness," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 516-536, May.
    6. Thomas Niemand & Robert Mai, 2018. "Flexible cutoff values for fit indices in the evaluation of structural equation models," Journal of the Academy of Marketing Science, Springer, vol. 46(6), pages 1148-1172, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yingjie Zhang & Beibei Li & Ramayya Krishnan, 2020. "Learning Individual Behavior Using Sensor Data: The Case of Global Positioning System Traces and Taxi Drivers," Information Systems Research, INFORMS, vol. 31(4), pages 1301-1321, December.
    2. Sanjog Misra, 2005. "Generalized Reverse Discrete Choice Models," Quantitative Marketing and Economics (QME), Springer, vol. 3(2), pages 175-200, June.
    3. van Ewijk, Bernadette J. & Gijsbrechts, Els & Steenkamp, Jan-Benedict E.M., 2022. "The dark side of innovation: How new SKUs affect brand choice in the presence of consumer uncertainty and learning," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 967-987.
    4. Mandy Mantian Hu & Sha Yang & Daniel Yi Xu, 2019. "Understanding the Social Learning Effect in Contagious Switching Behavior," Management Science, INFORMS, vol. 65(10), pages 4771-4794, October.
    5. Xu, Yan, 2017. "Essays on preference formation and home production," Other publications TiSEM b028fd7e-53ba-4ff6-97eb-4, Tilburg University, School of Economics and Management.
    6. Guofang Huang & Hong Luo & Jing Xia, 2019. "Invest in Information or Wing It? A Model of Dynamic Pricing with Seller Learning," Management Science, INFORMS, vol. 65(12), pages 5556-5583, December.
    7. Limin Fang, 2022. "The Effects of Online Review Platforms on Restaurant Revenue, Consumer Learning, and Welfare," Management Science, INFORMS, vol. 68(11), pages 8116-8143, November.
    8. A. Ronald Gallant & Han Hong & Ahmed Khwaja, 2018. "The Dynamic Spillovers of Entry: An Application to the Generic Drug Industry," Management Science, INFORMS, vol. 64(3), pages 1189-1211, March.
    9. Hai Che & Tülin Erdem & T. Sabri Öncü, 2015. "Consumer learning and evolution of consumer brand preferences," Quantitative Marketing and Economics (QME), Springer, vol. 13(3), pages 173-202, September.
    10. P. Baecke & D. Van Den Poel, 2012. "Improving Customer Acquisition Models by Incorporating Spatial Autocorrelation at Different Levels of Granularity," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 12/819, Ghent University, Faculty of Economics and Business Administration.
    11. Yi Zhao & Sha Yang & Matthew Shum & Shantanu Dutta, 2022. "A Dynamic Model of Player Level-Progression Decisions in Online Gaming," Management Science, INFORMS, vol. 68(11), pages 8062-8082, November.
    12. Jorge Silva-Risso & Irina Ionova, 2008. "—A Nested Logit Model of Product and Transaction-Type Choice for Planning Automakers' Pricing and Promotions," Marketing Science, INFORMS, vol. 27(4), pages 545-566, 07-08.
    13. Sungho Park & Sachin Gupta, 2012. "Handling Endogenous Regressors by Joint Estimation Using Copulas," Marketing Science, INFORMS, vol. 31(4), pages 567-586, July.
    14. Tao Chen & Baohong Sun & Vishal Singh, 2009. "An Empirical Investigation of the Dynamic Effect of Marlboro's Permanent Pricing Shift," Marketing Science, INFORMS, vol. 28(4), pages 740-758, 07-08.
    15. Pradeep Chintagunta & Tülin Erdem & Peter E. Rossi & Michel Wedel, 2006. "Structural Modeling in Marketing: Review and Assessment," Marketing Science, INFORMS, vol. 25(6), pages 604-616, 11-12.
    16. Kim, Sunghoon & DeSarbo, Wayne S. & Chang, Won, 2021. "Note: A new approach to the modeling of spatially dependent and heterogeneous geographical regions," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 792-803.
    17. Liu, Zhuping & Duan, Jason A & Mahajan, Vijay, 2020. "Dynamics and peer effects of brand revenue in college sports," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 756-771.
    18. Li, Dong & Nagurney, Anna & Yu, Min, 2018. "Consumer learning of product quality with time delay: Insights from spatial price equilibrium models with differentiated products," Omega, Elsevier, vol. 81(C), pages 150-168.
    19. Leeflang, Peter S.H. & Bijmolt, Tammo H.A. & van Doorn, Jenny & Hanssens, Dominique M. & van Heerde, Harald J. & Verhoef, Peter C. & Wieringa, Jaap E., 2009. "Creating lift versus building the base: Current trends in marketing dynamics," International Journal of Research in Marketing, Elsevier, vol. 26(1), pages 13-20.
    20. Jason R. Blevins & Ahmed Khwaja & Nathan Yang, 2018. "Firm Expansion, Size Spillovers, and Market Dominance in Retail Chain Dynamics," Management Science, INFORMS, vol. 64(9), pages 4070-4093.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:45:y:2017:i:2:d:10.1007_s11747-017-0518-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.