Neil A Morgan

Neil A Morgan
Indiana University Bloomington | IUB · Kelley School of Business

About

104
Publications
409,981
Reads
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13,202
Citations
Additional affiliations
July 2005 - present
Indiana University Bloomington
Position
  • Petsmart Distinguished Professor of Marketing Chair

Publications

Publications (104)
Article
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Many firms use market share to set marketing goals and monitor performance. Recent meta-analytic research reveals the average economic impact of market share performance and identifies some factors affecting its value. However, empirical understanding of why any market share-profit relationship exists and varies is limited. We simultaneously examin...
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Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing. It is also the area within which many of the most pressing current challenges identified by marketers and CMOs arise.We develop a new conceptualization of the domain and sub-domains of marketing strate...
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Marketing scholars have recently embraced the study of the corporate upper echelons—the executives and board members atop the organizational hierarchy. However, management scholars have researched the upper echelons for decades, with frequent forays into the marketing strategy domain. As a result of progressing in two separate disciplines, the lite...
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There is a growing body of evidence that customer satisfaction is predictive of firms’ future financial performance. However, studies of this relationship have been limited to competitive markets, and monopolistic markets have been largely ignored. This study explores the large and important utilities market and exploits its unique regulatory requi...
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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...
Article
Marketing is an applied discipline. As new generations of technology affecting marketing practice develop, marketing theories have to be re-visited, adjusted, and sometimes scrapped and replaced with new theory as new phenomenon emerge in the increasingly dynamic world of marketing practice. This technology-enabled aspect of why and how some firms...
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A significant proportion of many firms’ customers are unprofitable. The question of how unprofitable customers should be managed has recently received increasing research attention from the customer and manager angles, but the effects of unprofitable customer management (UCM) strategies on shareholder value is unknown. Using an event study methodol...
Chapter
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Purpose – The marketing literature indicates that a firm’s organizational culture plays a critical role in determining its market orientation (MO) and thereby the firm’s ability to successfully adapt to its environment to achieve superior business performance. However, our understanding of the organizational culture of market-oriented firms and its...
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Exporting research is an established facet of the field of international marketing. That stated, the radical increase in recent export activity necessitates a sustained research effort devoted to the topic. In this article, the authors provide a qualitative review of the core theoretical exporting areas and evaluate the exporting domain quantitativ...
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The management literature suggests that setting strategic goals facilitates the identification of appropriate business strategies and focuses management attention and available resources on their accomplishment, enabling subsequent goal realization. Yet the literature also indicates that firms often find it difficult to realize their strategic goal...
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There has been a significant increase in scholarly research focusing on marketing capabilities as an important aspect of marketing theory–based explanations of firm performance. This growing research interest in marketing capabilities has also been reflected in the international marketing literature. However, it is unclear whether and how thinking...
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Business scholars and managers stress the importance of achieving and sustaining competitive advantage as a critical strategic step in enabling superior firm performance. Yet which types of competitive advantage may yield the best performance outcomes- and what contingency factors may affect this-remains largely unexplored. This article examines th...
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The ultimate goal of retailing is to bring together supply and demand; to connect the needs and desires of shoppers with available products and services. While progress has been made managing the supply side, the news is not as good on the demand side. Merchants continue to have difficulty creating retail environments that engage shoppers and conve...
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This year, chief marketing officers (CMOs) will spend more money on IT than chief information officers (CIOs). This rapid shift in responsibility is creating a growing divide between CIOs and CMOs over firms’ IT investment decisions and actions, which is of increasing significance to firm performance. Understanding and managing this CIO-CMO divide...
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Drawing from two strategic views of the firm—the capability-based view and performance-feedback theory—this study examines the role of both marketing capabilities and current market performance as potential influencers of two key aspects of the intended future competitive strategy of firms operating in international markets: efficiency and marketin...
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The ability of a firm’s managers to understand how its customers view the firm’s offerings and the drivers of those customer perceptions is fundamental in determining the success of marketing efforts. We investigate the extent to which managers’ perceptions of the levels and drivers of their customers’ satisfaction and loyalty align with that of th...
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Research in marketing has increasingly focused on building knowledge about how firms' marketing contributes to performance outcomes. A key precursor to accurately diagnosing the value firms' marketing creates is conceptualizing and operationalizing appropriate ways to assess performance outcomes. Yet, to date, there has been little conceptual devel...
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Using a contingency theory lens, this study explores the impact of multiple firm-level capabilities and their interactions on firm growth under different market conditions, using panel data from 612 U.S. public firms across 16 years in 60 industries. Specifically, this study empirically examines how three key firm capabilities (marketing, R&D, oper...
Article
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Research in marketing has increasingly focused on building knowledge about how firms' marketing contributes to performance outcomes. A key precursor to accurately diagnosing the value firms' marketing creates is conceptualizing and operationalizing appropriate ways to assess performance outcomes. Yet, to date, there has been little conceptual devel...
Chapter
Full-text available
The development and use of Mission Statements is an increasingly common prescription in most views of marketing strategy and strategic marketing planning; however, this issue is one surrounded by ambiguous terminology and consequently remains problematic to implement.
Chapter
In the conventional literature of marketing the measurement of customer satisfaction, and the appropriate reaction to these measurements by management, is central to the implementation of the marketing concept and implicit in recent conceptualizations of market orientation. This centrality is reflected in the widespread advocacy of customer satisfa...
Chapter
Whilst quality is an issue that has become dominant in the strategies and operation of many organizations, the response of marketing academics has been relatively muted. It is possible to view the definitional problems and issues surrounding the concept of quality as a significant barrier to further conceptualization and empirical study. In the org...
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Resource-Advantage theory has been an important addition to the marketing literature generally, and the marketing strategy literature in particular. Twenty years after its introduction, this paper explores R-A theory in the context of marketing strategy research and considers three main issues. First, while R-A theory has clearly been impactful, wh...
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This study empirically investigates marketing department power in U.S. firms throughout 1993-2008 and assesses its impact on firm performance. Using a new objective measure of marketing department power and a cross-industry sample of 612 public firms in the United States, the results reveal that, in general, marketing department power increased dur...
Chapter
There can be few models of analysis more widely used in marketing than of market segmentation. The view taken in this paper is that the conventional explication of market segmentation ignores many of the issues most critical to the operational use and implementation of segmentation. We suggest the need to distinguish more systematically between org...
Chapter
It is argued in this paper that marketing theory and practice has reacted largely ineffectively to many of the fundamental challenges posed by developments in other disciplines, illustrated in recent years by Total Quality Management (TQM) and Business Process Re-engineering (BPR). The urgency of addressing the need for responsiveness to paradigm s...
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Market share and customer satisfaction are often used to assess marketing performance. Despite the widespread assumption of a positive relationship between these two variables, the limited extant empirical literature on the subject indicates either a negative or a nonsignificant relationship. The authors reexamine this relationship over a longer ti...
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Growing concern about the sustainability of the natural environment is rapidly transforming the competitive landscape and forcing companies to explore the costs and benefits of “greening” their marketing mix. We develop and test a theoretical model that predicts (1) the role of green marketing programs in influencing firm performance, (2) the impac...
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Growing concern about the sustainability of the natural environment is rapidly transforming the competitive landscape and forcing companies to explore the costs and benefits of “greening” their marketing mix. We develop and test a theoretical model that predicts (1) the role of green marketing programs in influencing firm performance, (2) the impac...
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Brand acquisitions and disposals are key strategic marketing decisions and often the largest single marketing investments that firms make. Yet little is known about the performance effects of such decisions. This study examines stock market reactions to brand acquisition and disposal announcements in 31 consumer industries. The results reveal that...
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Whereas it is widely accepted that strong brands are associated with superior productmarketplace and firm financial performance, their influence on firm risk is less clear. However, recent studies from the marketing-finance interface have started to unveil the impact that marketing activities have on the firm’s financial risk, above and beyond ist...
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Category management (CM) is challenging for retailers that sell thousands of products across hundreds of categories and often lack the resources and capabilities to manage all of them intensively. Some retailers respond by picking one supplier to be a "category captain" that manages the category-including rivals' brands-on their behalf. Others worr...
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Drawing on the organization theory literature concerning configuration theory, competing values theory, and fit assessment methodologies, we examine the existence and performance impact of product market strategy–organization culture fit. Specifically, we assess the relationship among three important elements of a firm’s product market strategy and...
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Since exporting is the most popular mechanism by which firms engage with international markets, understanding the drivers of export market performance is key to explaining firms’ international competitiveness. The literature posits that the effective implementation of planned export marketing strategy is a key determinant of the performance of firm...
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Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differences between firms. Most of the theory base for any such attempts has to be informed by strategic management theory, since the primary question that strategic management seeks to answer is why some firms o...
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Profit growth is one of the primary drivers of a firm's stock price and therefore is a clear priority for managers. Yet little is known about how a firm's marketing capabilities may be linked with its profit growth. In this study, we use data from a cross-industry sample of 114 firms to investigate how market sensing, brand management, and customer...
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Investors and managers evaluate potential investments in terms of risk and return. Research has focused on linking marketing activities and resource deployments with returns but has largely neglected marketing's role in determining risk. Yet the theoretical literature asserts that investments in market-based assets, such as brands, should lead to r...
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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...
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Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm's brand portfolio strategy is linked to its business performance. Using data from the American Cu...
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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...
Article
Full-text available
Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm's brand portfolio strategy is linked to its business performance. Using data from the American Cu...
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We examine the ability of the “Net Promoter” of Morgan and Rego (2006) measure constructed using behavioral word-of-mouth (WOM) data to provide insights into the Net Promoter<sup>©</sup> customer loyalty concept popularized by Reichheld (2003), which is indicated by a score constructed using attitudinal “intention-to-recommend” data. We show that d...
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This article examines the strengths and limitations of the net promoter score (NPS) concept from a practitioner's perspective. The data show that the scaling of the intention-to-recommend question is not critical and that the NPS is not the only net customer feedback metric that correlates with financial performance. In fact, no net customer feedba...
Article
Market share and customer satisfaction are among the most widely used criteria for assessing marketing performance among both researchers and managers. Despite the intuitively appealing service-profit chain logic suggesting a positive link between customer satisfaction and market share, the limited empirical literature indicates either a negative o...
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Common prescriptions for improving the performance of supermarket retailers center on using key suppliers as “category captains” and leveraging their resources and capabilities to implement effective category management that will both reduce retailer costs and provide a basis for differentiation. However, despite these widespread prescriptions, the...
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Managers commonly use customer feedback data to set goals and monitor performance on metrics such as “Top 2 Box” customer satisfaction scores and “intention-to-repurchase” loyalty scores. However, analysts have advocated a number of different customer feedback metrics including average customer satisfaction scores and the number of “net promoters”...
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Drawing on resource-based theory and insights from qualitative fieldwork we examine resource drivers of export venture performance in industrial firms using primary data from German and UK industrial-goods manufacturers. Our results indicate that while the levels of individual export venture resources are not directly related to export venture perf...
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Despite theoretical and empirical research linking a firm's business performance to the satisfaction of its customers , knowledge of how firms collect and use customer satisfaction information is limited. The authors investigate firms' customer satisfaction information usage (CSIU) by drawing on in-depth interviews, a focus group of managers, and t...
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The improvement of product and service quality has been widely discussed in the literature as an appropriate competitive strategy for achieving sustainable competitive advantage. However, neither the linkage between competitive strategy and quality, nor the role of marketing in the implementation of quality-based competitive strategy, has received...
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Market-based organizational learning has been identified as an important source of sustainable competitive advantage. One particular learning mechanism, benchmarking, is a widely used management tool that has been recognized as appropriate for identifying and enhancing valuable marketing capabilities. However, despite wide-spread admonitions to man...
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The role of firm behaviors and employee perceptions consistent with the phenomenon of market orientation and supportiveness of organizational climate in product development in China is discussed. Direct relationships are hypothesized between both market orientation and supportiveness of organizational climate and firms' new product performance as w...
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Both the size and the rapid growth of global exporting have focused the attention of marketing researchers on the factors associated with firms' export performance. However, knowledge of this increasingly important domain of marketing activity remains limited. To address this knowledge gap, the authors draw on the strategy and marketing literature...
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Knowledge-based view (KBV) theory posits that the acquisition and use of relevant knowledge is key to understanding organizational performance. However, there is relatively little empirical evidence to support or refute several important propositions underlying KBV theory explanations of organizational performance. In particular, the extant literat...
Article
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Theory posits that organizing marketing activities in ways that fit the implementation requirements of a business's strategy enhances performance. However, conceptual and methodological problems make it difficult to empirically assess this proposition in the holistic way that it is theoretically framed. Drawing on configuration theory approaches in...
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Theory posits that organizing marketing activities in ways that fit the implementation requirements of a business's strategy enhances performance. However, conceptual and methodological problems make it difficult to empirically assess this proposition in the holistic way that it is theoretically framed. Drawing on configuration theory approaches in...
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Responding to competitive pressures and financial realities long familiar to other functional managers and academics, corporate shareholders, senior managers, and the Marketing Science Institute have identified marketing metrics and marketing performance measures as top research priorities. However, marketing academics have only recently begun to r...
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This study tests marketing theory concerning market orientation in the context of the chartered surveying industry. Using data collected in a mail survey from 179 UK general practice chartered surveying firms, it is found that firms with more risk tolerant senior managers and more formalized and specialized marketing organization structures have hi...
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Over the past decade, new strategic approaches to the management of product quality have become prime drivers of product and process innovation and change in many firms. However, many firm’s product quality improvement efforts have failed to deliver anticipated business performance benefits. Implementation problems are generally viewed as significa...
Article
Full-text available
Over the past decade, new strategic approaches to the management of product quality have become prime drivers of product and process innovation and change in many firms. However, many firm's product quality improvement efforts have failed to deliver anticipated business performance benefits. Implementation problems are generally viewed as significa...
Article
Full-text available
Export performance is one of the most widely researched but least understood and most contentious areas of international marketing. To some extent, this problem can be ascribed to difficulties in conceptualizing, operationalizing, and measuring the export performance construct, often leading to inconsistent and conflicting results. This study revie...
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This research evaluates determinants of sales organization effectiveness in a sample of British companies, and contributes to an important new research stream by following recent empirical studies in the USA and Australia. We discuss a model of sales organization effectiveness determined by salesforce outcome performance and behavioural performance...
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The management of quality and development of effective cross-functional cooperation have assumed a new strategic importance over the past decade. However, many companies have reported that quality strategies have failed to deliver anticipated performance benefits and that ineffective interfunctional relationships may be to blame. This study explore...