
Charlotte H MasonUniversity of Georgia | UGA · Terry College of Business
Charlotte H Mason
PhD Stanford University
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29
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Publications
Publications (29)
To minimize the potential loss of market share and profits, it is important to understand factors that drive cannibalization. Key brand variables for cannibalization risk concern how the new product compares in price and quality to existing products. Other relevant variables are the category, the type of product and a company’s distribution system....
Advancements in mobile technologies mean that consumers can engage the digital world wherever they are and whenever they want. This intersection between the digital and the physical has important implications for consumer decision-making. We propose that mobile ecosystems vary in their capabilities and pervasivity (i.e., the degree to which a mobil...
Advancements in mobile technologies mean that consumers can engage the digital world
wherever they are and whenever they want. This intersection between the digital and the physical
has important implications for consumer decision-making. We propose that mobile ecosystems
vary in their capabilities and pervasivity (i.e., the degree to which a mobil...
The design of a course has potential to help marketing students achieve their learning objectives. Marketing courses are increasingly turning to technology to facilitate teaching and learning, and pedagogical tools such as Blackboard, WebCT, and e-Learning Commons are essential to the design of a course. Here, the authors investigate the research d...
Prior research on attention shifts to advertisements has focused
primarily on demonstrating how perceptual features can shift attention to
advertisements. In this article, the authors demonstrate that certain
semantic characteristics of nonfocal advertising elements may similarly
attract attention when consumers are focused on a primary task
elsewh...
Prior research on attention shifts to advertisements as focused primarily on demonstrating how perceptual features can shift attention to advertisements. In this article, the authors demonstrate that certain semantic characteristics of nonfocal advertising elements may similarly attract attention when consumers are focused on a primary task elsewhe...
Drawing on traditional resource-based theory and its recent dynamic capabilities theory extensions, we examine both the possession of a market orientation and the marketing capabilities through which resources are deployed into the marketplace as drivers of firm performance in a cross-industry sample. Our findings indicate that market orientation a...
Database marketing is not only a business tool, it is a business philosophy based on the marketing concept. Database marketers have a different view of business and therefore marketing. Once an organization adopts a database mentality, the approach to attracting and retaining customers changes. This piece reviews the literature in the area of IMC a...
Drawing on traditional resource-based theory and its recent dynamic capabilities theory extensions , we examine both the possession of a market orientation and the marketing capabilities through which resources are deployed into the marketplace as drivers of firm performance in a cross-industry sample. Our findings indicate that market orientation...
Growing competitive pressures and escalating customer demands have led businesses to sophisticated information technology to manage costs and enhance revenues. Two popular initiatives are supply chain management (SCM) and customer relationship management (CRM). SCM focuses on optimizing the materials, information, services, and financial flows thro...
Empirical studies provide an inconsistent picture of the relationship between an innovative personality predisposition (i.e.,
innate consumer innovativeness [ICI]) and innovative behavior (i.e., new product adoption behavior). Such inconsistencies
suggest intervening variables that may mediate the relationship have not been considered. Using data f...
A large number of visualization tools have been created to help decision makers understand increasingly rich databases of product, customer, sales force, and other types of marketing information. This article presents a framework for thinking about how visual representations are likely to affect the decision processes or tasks that marketing manage...
Over the past few decades, cross-border business has experienced unparalleled growth. This growth is due to advances in communication and information technologies, privatization and deregulation in emerging economies, and emergence of the global consumer. As the era of globalization continues to manifest through the emergence of global companies, t...
The authors express their gratitude to Sanyin Siang (Managing Director, Teradata Center for Customer Relationship Management at the Fuqua School of Business, Duke University); research assistants Sarwat Husain, Michael Kurima, and Emilio del Rio; and an anonymous wireless telephone carrier that provided the data for this study. The authors also tha...
The goal of this preface is to describe how the special section on customer relationship management (CRM) was developed. In May 2003, Richard Staelin, Executive Director of the Teradata Center for Customer Relationship Management at Duke University, proposed that Journal of Marketing (JM) publish a special section. The proposal included activities...
With the advent of technology enabling greater customer tracking, more robust knowledge management, and direct customer communication, the implementation of customer relationship management (CRM) strategies has grown in importance with many implications for sales-intensive organizations. Implications of CRM strategy, analytical CRM, and operational...
This article explores the relationships between innate consumer innovativeness, personal characteristics, and new-product
adoption behavior. To do this, the authors analyze cross-sectional data from a household panel using a structural equation
modeling approach. They also test for potential moderating effects using a two-stage least square estimat...
This research demonstrates that operations agility---defined as the ability to excel simultaneously on operations capabilities of quality, delivery, flexibility, and cost in a coordinated fashion---is a viable option for retail banks encountering increasing environmental change. The question of whether there is empirical evidence that services, spe...
While innovators may rush to purchase many new products, most consumers are more conservative and do not want to buy into
fads but purchase only those new products that are viable. How do the majority of consumers make judgments about whether they
will adopt an innovation? This article examines the evaluative aspects of adoption as a means for bett...
Previous research has examined the effects of discounts and promotions on the future performance of a brand or store. However, no attempts have been made to explore how a consumer psychologically accounts for the way a savings is obtained or how that accounting process affects subsequent purchase decisions. This research employs an experimental app...
For decades, a common strategy of firms has been to offer multiple brands and/or brand variants which compete within the same product category. In many categories, dozens or even hundreds of brands are produced by a few dominant firms. Recently, however, manufacturers, retailers, and consumers are increasingly concerned about product proliferation...
This article investigates the assumption that similar products are similarly liked. An examination of previous research reveals a subtle discrepancy-what is important to consumers when judging the similarity of products does not necessarily match what is important to them when evaluating products for purchase. In an empirical study, we examine this...
Multiple regression analysis is one of the most widely used statistical procedures for both scholarly and applied marketing research. Yet, correlated predictor variables-and potential collinearity effects-are a common concern in interpretation of regression estimates. Though the literature on ways of coping with collinearity is extensive, relativel...
Multiple regression analysis is one of the most widely used statistical procedures for both scholarly and applied marketing research. Yet, correlated predictor variables—and potential collinearity effects—are a common concern in interpretation of regression estimates. Though the literature on ways of coping with collinearity is extensive, relativel...
Marketers have long advocated the use of ecological theory to study markets, but the abstract definitions of key constructs have hampered empirical applications. We take a first step in applying ecological theory to product markets by quantifying concepts such as niches, niche breadth, and niche overlap. We propose a new approach for measuring comp...
Because new products are critical to success and survival, the evaluation of new product ideas receives much attention. In the early stages of product development, concept evaluation models are used to predict market share and/or sales of hypothetical product concepts. These models have focused on consumer preferences, brand choice, and market shar...
Schmittlein and Mahajan (Schmittlein, D. C., V. Mahajan. 1982. Maximum likelihood estimation for an innovation diffusion model of new product acceptance. (Winter) 57–78.) made an important improvement in the estimation of the Bass (Bass, F. M. 1969. A new product growth model for consumer durables. (January) 215–227.) diffusion model by appropriate...
Thesis (Ph. D.)--Stanford University, 1985. Includes bibliographical references (leaves 108-111). Photocopy.