Christine Moorman

Duke University | DU

The primary focus of brand equity research has been on how brand knowledge creates value for firms through customer behavior in product markets. Using archival data and five experiments, this article tests a framework that outlines the unique role brands play in the labor market. The framework distinguishes between vertical and horizontal different...

Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world-or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not onl...

Growth and innovation are primary arguments for firms seeking to go public and access resources from the stock market. So it is poignant that going public is, for a majority of firms, associated with a pronounced slump in breakthrough innovation. This paper proposes an actionable, marketing-related explanation for why some firms that go public mana...

Customer analytics has moved to center stage and customer analytics budgets are rising rapidly. It is surprising, then, that many chief marketing officers (CMOs) are uncertain about whether these investments improve firm performance. We address this apparent disconnection using a multi-method approach. Using a large-scale global survey at two point...

The goal of a business is to enhance profitable revenue. Often this mission is accomplished by innovation, commonly by the process of bringing new products or services to market. This paper identifies major trends in the literature and practice and provides a perspective on how these trends may guide future research on innovation. Specifically, we...

Mergers are common occurrences reshaping the competitive landscape in many industries. Traditionally, merger analysis has focused on the impact of the merger on price. However, price analysis ignores the other half of the value proposition for customers, namely, the quality of the product or service being offered. The authors argue that merger anal...

Harvey, Campbell R. and Moorman, Christine and Toledo, Marc, How Blockchain Will Change Marketing As We Know It (September 29, 2018). Available at SSRN: https://ssrn.com/abstract=3257511 or http://dx.doi.org/10.2139/ssrn.3257511

Marketing organization is the interface of the firm with its markets and where the work of marketing gets done. This review of the past 25 years of scholarship on marketing organization examines the individual and integrative roles of four elements of marketing organization—capabilities, configuration (including structure, metrics, and incentives),...

Firms can focus on increasing customer satisfaction and retention (revenue emphasis) and/or on decreasing costs (cost emphasis) when managing quality to achieve better business performance. Although previous research has shown the superiority of a revenue emphasis for maximizing the return on a company's quality efforts, research has not yet examin...

Although going public allows firms access to more financial capital that can fuel innovation, it also exposes them to a set of myopic incentives and disclosure requirements that constrain innovation. This tension is expected to produce a unique pattern of innovation strategies among firms going public, causing such firms to increase their innovatio...

Purpose The purpose of this paper is to report on the authors' in‐depth investigations of six successful turnarounds, which found that renewal was accomplished by a new management team that stepped outside the boundaries and constraints of the company and looked at its market through the eyes of customers and competitors. Design/methodology/approa...

We consider how public firms influence their stock market valuations by timing the introduction of innovative new products. Our focus is on innovation ratchet strategy — firms timing the introduction of innovations in order to demonstrate an improvement in the number of introductions over time. We document that public firms use an innovation ratche...

Quality is a central element in business strategy and academic research. Despite important research on quality, an opportunity for an integrative framework remains. The authors present an integrative framework of quality that captures how firms and customers produce quality (the quality production process), how firms deliver and customers experienc...

Terwijl een toenemend aantal bedrijven de krachten bundelt om samen te innoveren, blijft er onduidelijkheid over de waarde van hechte relaties tussen die bedrijven: Zijn hechte relaties tussen samen innoverende bedrijven funest voor of juist een katalysator van hun innovatie? Onze studie presenteert een model waarin wordt gekeken naar de invloed va...

This paper investigates how firms responded to standardized nutrition labels on food products required by the Nutrition Labeling and Education Act (NLEA). Using a longitudinal quasi-experimental design, we test our predictions using two large-scale samples that span thirty product categories. Results indicate that the NLEA reduced brand nutritional...

While the number and importance of joint innovation projects between suppliers and their customers continue to rise, the literature has yet to resolve a key question — do embedded ties with customers help or hurt supplier innovation? Drawing on both the tie strength and knowledge literatures, we theorize that embedded ties interact with supplier an...

Imagine a brand manager sitting in his office developing a marketing strategy for his company’s new sports drink. He identifies which broad market segments to target, sets prices and promotions, and plans mass media communications. The brand’s performance will be measured by aggregate sales and profitability, and his pay and future prospects will h...

Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation In a high-tech context. This article reexamines this issue and Investigates whether the characteristics of a firm's network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors...

Marketing academics and practitioners frequently employ cross-sectional surveys. In recent years, editors, reviewers, and authors have expressed increasing concern about the validity of this approach. These validity concerns center on reducing common method variance bias and enhancing causal inferences. Longitudinal data collection is commonly offe...

Marketing academics and practitioners frequently employ cross-sectional surveys. In recent years, editors, reviewers, and authors have expressed increasing concern about the validity of this approach. These validity concerns center on reducing common method variance bias and enhancing causal inferences. Longitudinal data collection is commonly offe...

Academic studies offer a generally positive portrait of the effect of customer relationship management (CRM) on firm performance, but practitioners question its value. The authors argue that a firm's strategic commitments may be an overlooked organizational factor that influences the rewards for a firm's investments in CRM. Using the context of onl...

Purpose This paper seeks to integrate stakeholder theory with the entrepreneurial orientation literature to explore relationships between distinct entrepreneurial behaviors and support from stakeholders with divergent interests. Design/methodology/approach A longitudinal study in the non‐profit professional theatre industry examines how relationsh...

We argue that standardized information disclosure (information using a common format and uniform metrics) creates asymmetric opportunities for firms, which affects their strategies and survival. We test our predictions using a longitudinal, quasi-experimental field study, involving the Nutrition Labeling and Education Act of 1990 (NLEA), and we foc...

Academic studies offer a generally positive portrait of the effect of customer relationship management (CRM) on firm performance, but practitioners question its value. The authors argue that a firm's strategic commitments may be an overlooked organizational factor that influences the rewards for a firm's investments in CRM. Using the con-text of on...

This article demonstrates that subjective knowledge (i.e., perceived knowledge) can affect the quality of consumers' choices by altering where consumers search. We propose that subjective knowledge increases the likelihood that consumers will locate themselves proximate to stimuli consistent with their subjective knowl-edge. As such, subjective kno...

Marketing strategy can improve a firm's current expertise (marketing exploitation strategy) and/or require the development of new knowledge and skills (marketing exploration strategy). Research in strategy and organizational learning suggests that utilizing both approaches may compromise firm effectiveness in each individual area and reduce firm fi...

This article demonstrates that subjective knowledge (i.e., perceived knowledge) can affect the quality of consumers' choices by altering where consumers search. We propose that subjective knowledge increases the likelihood that consumers will locate themselves proximate to stimuli consistent with their subjective knowledge. As such, subjective know...

This article examines the implications of interfirm cooperation for a firm's level of customer orientation. Drawing on research in marketing, organizational theory, and economics, the authors suggest that firms engaged in cooperative alliances with competitors will become less customer oriented over time. Using longitudinal survey data, the authors...

Researchers in marketing tend to adopt one of two approaches to examining competitive advantage: a focus on a firm's resources or a focus on a firm's strategic or tactical actions. The authors suggest that neither of these approaches by itself fully captures the drivers of competitive advantage. Focusing on marketing-specific actions referred to as...

Financial benefits from quality may be derived from revenue expansion, cost reduction, or both simultaneously. The literature on both market orientation and customer satisfaction provides considerable support for the effectiveness of the revenue expansion perspective, whereas the literature on both quality and operations provides equally impressive...

This essay offers two new lenses for studying consumer health. Theories of psycholmmunology and institutional environments bring a wider array of individual, social, cultural, and organizational drivers into view, and they expose how higher-stakes and more typical consumer activities involve important health issues. This more complex accounting rev...

An inductive study of improvisation in new product development activities in two firms uncovered a variety of improvisational forms and the factors that shaped them. Embedded in the observations were two important linkages between organizational improvisation and learning. First, site observations led us to refine prior definitions of improvisation...

In this article, the authors examine the acquisition and utilization of information in new product alliances. Drawing from research in social network theory with a focus on the strength-of-ties literature, the authors suggest that horizontal alliances have lower levels of relational embeddedness and higher levels of knowledge redundancy than vertic...

As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. Specifically, what role should the marketing function play, and what value does the marketing function have, if any, in...

Current interdisciplinary research suggests that organizational capabilities have a direct, unconditional impact on firm performance. The authors extend this literature by developing a framework that proposes a contingency approach to the value of organizational capabilities. This framework highlights the effect of information in the external envir...

Current interdisciplinary research suggests that organizational capabilities have a direct, unconditional impact on firm performance. The authors extend this literature by developing a framework that proposes a contingency approach to the value of organizational capabilities. This framework highlights the effect of information in the external envir...

As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. Specifically, what role should the marketing function play, and what value does the marketing function have, if any, in...

We define organizational improvisation as the degree to which the composition and execution of an action converge in time, and we examine the theoretical potential of this definition. We then propose that both organizational procedural memory (skill knowledge) and declarative memory (fact knowledge) moderate improvisation's impact on organizational...

The field of marketing strategy often makes the important assumption that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm information and then executing that plan. However, there are cases when the composition and execution of an action converge in time so that, in the limit, they...

The field of marketing strategy often makes the important assumption that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm information and then executing that plan. However, there are cases when the composition and execution of an action converge in time so that, in the limit, they...

Information flowing into a market from firms can stimulate competitive activity and consumer dynamics that ultimately improve the functioning of that market (e.g., improve product quality). However, prior research has provided limited empirical evidence regarding the conditions under which (1) information confers such benefits on the market, (2) fi...

Information flowing into a market from firms can stimulate competitive activity and consumer dynamics that ultimately improve the functioning of that market (e.g., improve product quality). However, prior research has provided limited empirical evidence regarding the conditions under which (1) information confers such benefits on the market, (2) fi...

Arguing that organizational memory affects key new product development processes by influencing the (1) interpretation of incoming information and (2) the performance of new product action routines, the authors introduce four dimensions of organizational memory, including the amount and dispersion of memory. Data from 92 new product development pro...

Arguing that organizational memory affects key new product development processes by influencing the (1) interpretation of incoming information and (2) the performance of new product action routines, the authors introduce four dimensions of organizational memory, including the amount and dispersion of memory. Data from 92 new product development pro...

La recherche sur les organisations suggère que la manière dont l'information est utilisée est probablement fonction de la présence de systèmes ou de processus organisationnels, en plus des activités individuelles du dirigeant. L'auteur suggère que les entreprises font varier leur insistance sur certains processus organisationnels d'information de m...

The author reports a longitudinal quasi experiment that uses the implementation of the Nutrition Labeling and Education Act (NLEA) to examine the consumer and information determinants of nutrition information processing activities. Over 1000 consumers from balanced demographic, geographic, and site categories and across 20 different product categor...

Organizational research suggests that the way information is used is likely to be a function of the presence of organizational systems or processes, in addition to individual manager activities. The author suggests that firms vary their emphasis on certain organizational market information processes, such as information acquisition, information tra...

Organizational research suggests that the way information is used is likely to be a function of the presence of organizational systems or processes, in addition to individual manager activities. The author suggests that firms vary their emphasis on certain organizational market information processes, such as information acquisition, information tra...

This article develops and tests a model of the individual and joint effects of various consumer characteristics on health information acquisition behaviors (e.g., using media sources) and health maintenance behaviors (e.g., restricting diet). Theory development overviews the interdisciplinary literature on health and proposes that health motivation...

Building on previous work suggesting that trust is critical in facilitating exchange relationships, the authors describe a comprehensive theory of trust in market research relationships. This theory focuses on the factors that determine users' trust in their researchers, including individual, interpersonal, organizational, interorganizational/inter...

Building on previous work suggesting that trust is critical in facilitating exchange relationships, the authors describe a comprehensive theory of trust in market research relationships. This theory focuses on the factors that determine users’ trust in their researchers, including individual, interpersonal, organizational, interorganizational/inter...

The authors investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is formal market research. Users include marketing and nonmarketing managers; providers include marketing researchers within a user's own firm and those external to the firm. A theory of the relationships centering on...

The authors investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is formal market research. Users include marketing and nonmarketing managers; providers include marketing researchers within a user's own firm and those external to the firm. A theory of the relationships centering on...

Considerable research suggests that advertising executional cues can influence communication effec- tiveness. Related research indicates that communication effectiveness is in part driven by consumers' motivation, opportunity, and ability (MOA) to process brand information from an ad. However, little re- search has explicitly linked executional cue...

Considerable research suggests that advertising executional cues can influence communication effectiveness. Related research indicates that communication effectiveness is in part driven by consumers’ motivation, opportunity, and ability (MOA) to process brand information from an ad. However, little research has explicitly linked executional cues to...

This research investigates the effect of consumer characteristics (e.g., familiarity and enduring motivation) and stimulus characteristics (e.g., information format and content) on the utilization of nutrition information. Results indicate that both types of charcteristics influence information processing and decision quality. Moreover, stimulus ch...

This article extends a framework for conceptualizing, designing, and managing planned change-systems. The framework argues that the adoption of social innovations is best facilitated when change organizations manage how target adopters perceive and enact the entire adoption experience. This process is accomplished by defining three critical compone...

This paper introduces a framework for examining consumer and market problems as a function of consumer segment interaction patterns. Three patterns of interactions are described as consisting of positive, negative, or no spillovers among consumer segments. The efficacy of regulatory remedies is shown to be affected by the type and extent of these i...

Explored the nature of trust between 170 managers and researchers and its impact on the use of marketing research, especially advertising research. Data were gathered from face-to-face and telephone interviews with key people from the 94 largest advertising agencies, major research or consulting firms, and other experts. The concept of trust is dis...

This series of discussions presents commentaries and a response on the impact the Nutrition Labeling and Education Act of 1990 has had on brand nutritional quality and taste as raised in Moorman et al. (Moorman C, Ferraro R, Huber J (2012) Unintended nutrition consequences: Firm responses to the Nutrition Labeling and Education Act. Marketing Sci....

Quality is a central element in business strategy and academic research. Despite important research on quality, an opportunity for an integrative framework remains. The authors present an integrative framework of quality that captures how firms and customers produce quality (the quality production process), how firms deliver and customers experienc...

Thesis (Ph. D.)--University of Pittsburgh, 1988. Includes bibliographical references (leaves 213-227). Photocopy. s