Irina V. Kozlenkova

University of Virginia | UVa · Department of Marketing

The sharing economy (SE) is growing rapidly around the globe, but SE firms often encounter challenges and even failures when entering some countries. The authors conduct a meta-analysis to investigate the effectiveness of key strategic drivers of SE participation (utilitarian value, social value, hedonic value, sustainability value, and trust) and...

Avatars are becoming increasingly popular in contemporary marketing strategies, but their effectiveness for achieving performance outcomes (e.g., purchase likelihood) varies widely in practice. Related academic literature is fragmented, lacking both definitional consistency and conceptual clarity. This article makes three main contributions to avat...

Online interactions have emerged as a dominant exchange mode for companies and customers. Cultivating online relationships—defined as relational exchanges that are mediated by Internet-based channels—presents firms with challenges and opportunities. In lockstep with exponential advancements in computing technology, a rich and ever-evolving toolbox...

With rapid biotechnological advances in specialty drugs and direct-to-consumer advertising, consumers are under tremendous pressure to look, perform, feel, and live better. This is often accomplished through the use of life-enhancing products, sometimes referred to as performance-enhancing products, which can be accessed only through a gatekeeper,...

As online shopping evolves from being primarily transactional to being more relational, sellers aim to form online relationships. This article investigates online relationship formation, identifies the performance payoffs that result from forming different types of online relationships (unilateral vs. reciprocal), and tests the most effective relat...

This paper synthesizes five decades of supply chain-related research from premier managerially oriented marketing journals and provides a state-of-the-art integration and forecasting of where the field is heading. Such a review identifies where the field of supply chain management (SCM) has been, where it is, and where it is likely to go within the...

In online marketplaces, shopping communities have emerged to enhance the shopping experience and reinsert the “personal interaction” into the retail purchasing process. In response, sellers are implementing online relationship marketing (RM) programs to facilitate interactions and relationship formation in these communities. How effective are such...

Academics and business practitioners increasingly recognize the importance of organizational structure in marketing. Yet research examining the effects of different organizational structure design elements on marketing outcomes remains fragmented and scarce. Accordingly, this article seeks to synthesize and extend understanding of how firms use the...

The use of resource-based theory (RBT) in marketing research has increased by more than 500% in the past decade, which suggests its importance as a framework for explaining and predicting competitive advantages and performance outcomes. This article provides a comprehensive review of RBT, including a contemporary definitional foundation for relevan...

Research on interorganizational relationships is predicated on the idea that fairness is always important. The authors question this assumption because most fairness research has been conducted in Western countries, and mixed empirical support draws into question how important fairness actually is. Drawing on Hofstede's cultural dimensions framewor...

Critical thinking has received extensive attention in the education, philosophy, psychology, and more recently, the marketing literature where it has been highlighted as important to student lifelong learning. However, much of the extant marketing education literature emphasizes techniques tied to implementing critical thinking approaches while que...