John Hulland

University of Georgia | UGA · Department of Marketing

This review examines corporate sustainability research in marketing, using a perspective that encompasses the environmental and social, as well as economic, aspects of firm performance (i.e., the “Triple Bottom Line”). The authors describe major trends in the strategy-level corporate sustainability literature over several generations. Prior researc...

This research integrates marketing literature, design theory, interviews with world-renowned designers, and well-established scale development procedures to develop a reliable and valid instrument that measures the effectiveness of design communication (i.e., the information about product designs conveyed through the product, packaging, or advertis...

Given that consumer researchers and other social scientists often operate with latent constructs that are not directly observable, sound measurement practices are essential for the continual development of scientific knowledge. An abundance of validated and reliable scales to measure constructs of interest exist within the literature. However, once...

Marketing accountability, and how it may be achieved via performance assessment and metrics, have been central topics in both the marketing literature and practice (Katsikeas et al. 2016). Recent developments in digital channels, the accompanying explosion of data and emergence of marketing automation, the globalization of markets, and the rise of...

Consumers engage in online curation using branded items (e.g., product images) on social shopping websites (i.e., sites that combine commerce and social media) in ways that can have important implications for fashion brands. Beyond being passive recipients of a brand’s marketing message, consumers now actively participate in co-creating the brand b...

This study examines esports fans’ psychological processes and pertinent behaviors through the lens of the self-determination theory (SDT). The extent to which the esports fans’ basic psychological needs—that is, competence, autonomy, and relatedness—are satisfied were assessed by using a composite latent variable model. Findings derived from the da...

Conceptual review papers can theoretically enrich the field of marketing by reviewing extant knowledge, noting tensions and inconsistencies, identifying important gaps as well as key insights, and proposing agendas for future research. The result of this process is a theoretical contribution that refines, reconceptualizes, or even replaces existing...

The Web is a constantly evolving, complex system, with important implications for both marketers and consumers. In this paper, we contend that over the next five to ten years society will see a shift in the nature of the Web, as consumers, firms and regulators become increasingly concerned about privacy. In particular, we predict that, as a result...

Purpose Some consumers are engaged in online curation, a type of user-generated content, in ways that can be impactful for brands. An example of online curation includes organizing themed collections of product images on Pinterest. The purpose of this paper is to present a framework of online consumer curation, introducing this topic to the marketi...

Purpose Drawing on the brand alliance, cause marketing and corporate social responsibility literatures, the authors introduce the notion of international cause alliances. The authors conceptualize international cause alliances as strategic partnerships between international causes and for-profit companies with the stated purpose of raising funds fo...

Marketing practitioners have access to a rapidly increasing quantity and variety of data from customers and other stakeholders. Managers use the term “Big Data” to describe this avalanche of information, which many view as critical to providing a better understanding of customers and markets. This research uses interviews with managers to examine t...

This study explored and evaluated the dimensions and consequences of esports online spectator demand. In doing so, we identified preliminary dimensions of esports online spectator demand based on semistructured interviews and online open-ended surveys. Findings resulted from the qualitative study were adopted as the foundation to develop the Scale...

Firms often promote integration between sales and marketing functions. However, research has mostly focused on improving the level of realized integration and ignored the integration gap, defined as managers’ perceptions of the difference between realized and desired integration. Using the social identity approach, this study examines three potenti...

The chief marketing officer (CMO) and chief information officer (CIO) often fight for recognition and impact on strategic decision-making within the top management team – if they are included at all. Technological improvements have greatly increased the ability to gather customer data, which elevates the roles of the CMO and CIO while increasing th...

Past work has found that salespeople make very different attributions when describing successful versus unsuccessful sales. In this article, we explore the influence of elaboration on potential outcomes (EPO), a relatively new individual-specific personality construct that has not been previously examined in the sales context. We show that salespeo...

Survey research methodology is widely used in marketing, and it is important for both the field and individual researchers to follow stringent guidelines to ensure that meaningful insights are attained. To assess the extent to which marketing researchers are utilizing best practices in designing, administering, and analyzing surveys, we review the...

The CMO and CIO often struggle for influence on strategic decision making within the top management team, if they are included at all. Technological improvements have increased the ability of firms to gather customer data which elevates the role of the CMO and CIO and requires them to work together more closely. There has been limited research on t...

Marketing academics have typically studied possession or ownership through the theoretical lens of the endowment effect (Kahneman et al., 1990; Thaler, 1980), which persistently shows that consumers’ valuations of objects increase once they have taken ownership. This effect has been investigated across a variety of settings and possession objects,...

Technology is rapidly changing the nature of service, customers’ service frontline experiences, and customers’ relationships with service providers. Based on the prediction that in the marketplace of 2025, technology (e.g., service-providing humanoid robots) will be melded into numerous service experiences, this article spotlights technology’s abil...

Many retailers invest in ancillary services to provide shoppers with additional reasons to come to their stores. However, it is unclear whether these services insulate incumbents from new entrants. We address this question by examining how the size and uniqueness of an incumbent's service portfolio protects its sales after a new competitor enters....

Marketing and sales have distinct thought-world differences that often inhibit their ability to work together. As a result, firms promote integration between the two groups with the ultimate aim of improving relationship effectiveness and customer performance. This study introduces the concepts of realized integration and desired, or future, integr...

Firms increasingly have access to a variety of data from sources such as customers, transactions, social media, and other stakeholders. Marketers use the term Big Data to describe this avalanche of information which they view as critical to providing a better understanding of customers and markets. This research uses a qualitative approach, through...

Drawing on the retail literature, archival records, and managerial interviews, we identify twelve capabilities associated with retail success. These capabilities are hierarchically grouped as foundational or supportive. Foundational capabilities are the basis upon which retail advantages are built, while supportive capabilities principally enhance...

This research examines the influence of a firm’s focus on either products or brands in an acquisition announcement on investor reactions and value creation for the acquiring firm. We conduct an event study of product and brand acquisitions in multiple business-to-consumer industries over a 30-year period (1980–2012). We find that value creation fro...

Building on social capital theory, we view the marketing and sales interface as a set of inter-group ties and investigate how firms (1) generate value from inter-group relationships and (2) develop the social capital embedded in these relationships. Our findings suggest that social capital enhances -- but can also limit -- a firm's performance depe...

Whether performance advantage accrues more to firms that balance exploitation (i.e., serving existing markets) and exploration (i.e., developing new products for future markets) or to those that focus on only one of these objectives is open to debate. To gain a better understanding of this dilemma, we employ longitudinal data from the pharmaceutica...

Firms raise a significant amount of funds and gain competitive advantage over their rivals through equity financing, namely through initial public offerings and seasoned equity offerings. The authors find that both initial public offering firms and seasoned equity offering firms adopt a more aggressive marketing strategy during the two years follow...

Developer turnover in open source software projects is a critical and insufficiently researched problem. Previous research has focused on understanding the developer motivations to contribute using either the individual developer perspective or the project perspective. In this exploratory study we argue that because the developers are embedded in p...

There is a compelling need to improve the relationship between managers in marketing and sales departments. This paper argues that one critical way of enhancing individual managers’ perceptions of relationship effectiveness between these departments is to view the issue as a matter of justice and suggests that perceived marketing–sales relationship...

Managers continue to struggle with implementing a firm's approach to its market. Many potential pitfalls exist, particularly at the functional level. For firms that pursue an ambidextrous approach, simultaneously exploiting existing markets while exploring new opportunities, implementation is perhaps even more critical. Interestingly, the implicati...

Partial least squares (PLS) estimates of structural equation model path coefficients are believed to produce more accurate estimates than those obtained with covariance structure analysis (CVA) using maximum likelihood estimation (MLE) when one or more of the MLE assumptions are not met. However, there exists no empirical support for this belief or...

Sales researchers have spent decades developing and empirically testing various scales that reflect distinct theoretical perspectives of salesperson behavior and job functioning. Despite extensive research in this area, little comparative work has been done to assess the relative effectiveness of these different scales in explaining salesperson per...

The authors examine an important anomaly in investment behavior - namely, the tendency to fall prey to the effects of contextual and presentation biases, which emerge when people make different decisions as a function of how information is presented to them. They also identify an important factor that moderates these effects. The results from four...

A firm that simultaneously engages in a high degree of both innovation and efficiency follows an approach that is often referred to as an ambidextrous strategy. Surprisingly, relatively few firms are able to balance these two emphases. Internal battles for resources often tip the scales in favor of efficiency over innovation, or vice versa. Managem...

the relationship between marketing resources and firm performance, (2) improving the effectiveness of marketing and sales group interactions within firms, and (3) applying causal modeling techniques in strategic contexts. Dr. Hulland’s research has been published in a wide range of top journals, including MIS Quarterly, Information

We conducted an analysis of the 13-item Maximization Scale (Schwartz et al., 2002) with the goal of establishing its factor structure, reliability and validity. We also investigated the psychometric properties of several proposed refined versions of the scale. Four sets of analyses are reported. The first analysis confirms the 3-part factor structu...

Whether performance advantages accrue to firms that effectively balance exploitation (i.e., serving existing customers more efficiently) and exploration (i.e., actively developing new products to serve future customers) rather than a focus on only one of these approaches is an open question. Proponents who argue for balance suggest that the two emp...

We examine a new construct dealing with individuals' tendency to elaborate on potential outcomes, that is, to generate and evaluate potential positive and negative consequences of their behaviors. We develop the elaboration on potential outcomes (EPO) scale and then investigate its relationships with conceptually related traits and its association...

The purpose of this article is to investigate how strategic emphases of merging firms (marketing or research and development) create value in a merger context. The authors suggest that strategic emphasis alignment-the extent to which the resource configurations of acquirer and target firms are similar to or distinct from one another-is a key constr...

We conducted an analysis of the 13-item Maximization Scale (Schwartz et al., 2002) with the goal of establishing its factor structure, reliability and validity. We also investigated the psychometric properties of several proposed refined versions of the scale. Four sets of analyses are reported. The first analysis confirms the 3-part factor structu...

Attracted by the promise of greater market exposure and increased revenues, firms across a wide variety of industries have undertaken significant investments in online channels. However, while some firms' entire business models revolve around this initiative, others have made only limited commitments to online channel ventures. What accounts for th...

Using the resource-based view of the firm, we examine how four key resource attributes affect performance. The relationship between resource attributes and performance is studied in the context of international joint ventures (IJVs), using data from 96 IJVs in Malaysia. Executives were asked to assess the extent to which four resources (product rep...

A company’s brand portfolio serves as its link to customers and markets, protects it from competitors, and provides it with a degree of channel power. Historically, brand portfolios were built, brand by brand. But in today’s fast-paced and highly competitive marketplace, companies cannot afford to rely solely on brands built from scratch. Consumer...

Thesis (Ph. D.)--Massachusetts Institute of Technology, Sloan School of Management, 1990. Vita. Includes bibliographical references (leaves 176-180). by John Stuart Hulland. Ph.D.

While some firms' entire business models revolve around online channels, others have made only limited commitments to online channel ventures. What accounts for this marked heterogeneity, and do firms reap the performance benefits of increased levels of commitment? Drawing on findings from the literature on innovation and insights from the resource...

Information systems researchers have a long tradition of drawing on theories from disciplines such as economics, computer science, psychology, and general management and using them in their own research. Because of this, the information systems field has become a rich tapestry of theore-tical and conceptual foundations. As new theories are brought...

This paper considers the relationship between the stocks and flows of learning across levels in an overall organizational learning system. A survey instrument based on the Strategic Learning Assessment Map (SLAM) was administered to 15 individuals representing senior-, middle- and non-management levels from each of 32 organizations, resulting in a...

The Technology Acceptance Model (TAM) has received considerable research attention in the IS field over the past decade, placing an emphasis on the roles played by perceived ease-of-use and perceived usefulness in influencing technology adoption decisions. Meanwhile, alternative sets of antecedents to adoption have received less attention. In this...

Retailers' marketing objectives can be classified into three broad categories: attraction effects that focus on consumers' store-entry decisions, conversion effects that relate to consumers' decisions about whether or not to make a purchase at a store they are visiting, and spending effects that represent both dollar value and composition of their...

Traditional technology adoption research has assumed a single adopting group. However, there are many settings in which multiple groups must jointly adopt an innovation in order for it to succeed. This is particularly true for new information technology innovations that mediate the relationship between two groups. For example, online exchanges (e.g...

For more than a decade, bankers and others outside the financial services community such as hardware manufacturers have sought to solidify the place of smart card technology as a viable retail point-of-sale alternative and, more boldly, as an outright replacement for cash in everyday consumption situations around the globe. Despite strong developme...

This study investigates the individual effects of brand name and the country-of-brand (COB) on consumers' overall product evaluations when only brand name information is provided. The effects of these same factors on brand consideration (and rejection) are also explored. A study involving subjects from two countries was conducted to test these effe...

Drawing on resource-based theory, the authors examine the extent to which firms redeploy three key marketing resources (brands, sales forces, and general marketing expertise) following horizontal acquisitions. Results from a survey of 253 acquisitions show that highly immobile resources are more likely than less immobile resources to be redeployed....

Drawing on resource-based theory, the authors examine the extent to which firms redeploy three key marketing resources (brands, sales forces, and general marketing expertise) following horizontal acquisitions. Results from a survey of 253 acquisitions show that highly immobile resources are more likely than less immobile resources to be redeployed....

Advances in causal modeling techniques have made it possible for researchers to simultaneously examine theory and measures. However, researchers must use these new techniques appropriately. In addition to dealing with the methodological concerns associated with more traditional methods of analysis, researchers using causal modeling approaches must...

Advances in causal modeling techniques have made it possible for researchers to simultaneously examine theory and measures. However, researchers must use these new techniques appropriately. In addition to dealing with the methodological concerns associated with more traditional methods of analysis, researchers using causal modeling approaches must...

The current study is a first step in investigating how virtual organizations can manage remote employees effectively. The research used self-efficacy theory to build a model that predicts relationships between antecedents to employees' remote work self-efficacy assessments and their behavioral and attitudinal consequences. The model was tested usin...

Use of causal models in marketing has grown significantly. By combining data and theory, these models provide researchers with more powerful opportunities to advance scientific knowledge. However, such advances can only be achieved if researchers make proper usage of causal modeling techniques.We review causal models published during 1980–1994. Man...

Data collected from highly competitive markets in the Philippines were used to investigate how country-of-origin (CO) information influenced the prices set for a wide range of products. The data permitted direct comparisons between prices for the same product produced by the same company, but in different countries, and sold in adjacent markets. Im...

Research suggests that choice models conditioned on correctly identified consideration sets outperform choice models conditioned on the awareness set (Hauser, 1978; Roberts and Lattin, 1991). However, in data-sparse environments, where purchase history information is not available or not relevant, choice models conditioned on the consideration set...

Multibranding strategies represent firms' attempts to sell products or services under multiple brand names. This paper explores some of the strategic and tactical issues involved in developing a profitable multibranding strategy, including whether or not to multibrand, how to choose a multibranding strategy, and how to develop a profitable multibra...

Both structural determinants and competitive factors can work to define the relevant environment for strategy formulation within an industry. This study examines the effects of each of these two sets of factors on global integration strategies, and finds that their impacts vary considerably from one industry to another. The study also investigates...

Decision makers cope with more demanding tasks by shifting their cognitive strategies, balancing effort expenditure against the desire to produce an accurate response. In choice tasks, one method for reducing effort while simultaneously maintaining accuracy is to shift from a reliance on information obtained from the external environment to that re...

The authors extend previous models for premarket forecasting of new durable consumer goods by including parameters that reflect consumers' categorization and consideration processes. They propose a model and measurement methodology, which they apply to the premarket forecasting of a new automobile. They describe empirical data collection, parameter...

The authors extend previous models for premarket forecasting of new durable consumer goods by including parameters that reflect consumers’ categorization and consideration processes. They propose a model and measurement methodology, which they apply to the premarket forecasting of a new automobile. They describe empirical data collection, parameter...

Includes bibliographical references (p. 31-32).