Philip Stern

University of Exeter | UoE · The Business School

This study explores how age influences the stages of the brand purchase funnel (awareness, consideration, and purchase) and the mechanisms associated with any age-related differences. Aggregated analysis of survey data (n = 1862) across five markets and four age groups shows a reduction in the proportion of brands recognised that subsequently enter...

The traditional method of identifying non-profit competitors places those with similar objectives as forming the competitive set (looking inside out). This research provides a different perspective by looking at supporter behaviour and how this is shared across the non-profit sector (outside in). The research also applies the Duplication of Purchas...

Purpose Previous research on age-related loyalty is sparse, contradictory and suffers from methodological limitations and criticisms. This study aims to apply two methodological advances to fresh purchasing data to give a much clearer picture of age-related differences in brand loyalty. Design/methodology/approach An online brand choice survey ( n...

Two very well-known empirical generalisations in marketing are Double jeopardy (DJ) and the duplication of purchase law (DoP). These generalisations provide important insights into consumer buying behaviour but require ongoing replication and extension to determine the conditions under which they hold. Surprisingly, despite growing recognition of t...

Integrated care has been heralded as a primary health sector policy objective not only across Europe but also globally (WHO, 2015, 2016). The two major drivers are: (1) the desire for more person-sensitive approaches to the delivery of health and social care services; and (2) the spiralling and unsustainable rises in the cost of health care.

Managers cannot afford to ignore social media and have stepped up their involvement in the belief that social media activities extend the brand's reach and engagement with consumers. Facebook is the preeminent social medium with an ever increasing branded content. One hundred brands selected from the Interbrand “Best Global Brand Report” form the b...

While there is no shortage of worthy recipients for prosocial behaviour, there is a constant battle to attract and keep donors. This research examines both money and blood donor behaviour for two key groups, new donors, (to grow the donor base), and frequent donors (to secure current support streams). We draw on over 1.2 million records from a U.S....

We forecast UK pharmaceutical time series before and after the time of patent expiry. This is a critical point in the lifecycle, as a generic form of the product is then introduced into the market, while the branded form is still available for prescription. Forecasting the numbers of units of branded and generic forms of pharmaceuticals dispensed i...

Who are the innovative customers for new products? Despite considerable research in this area, a striking characteristic of innovators was identified over 35 years ago. In work since often overlooked, Taylor found innovators tended to be heavy buyers of the parent category. This controversial result has major implications for both theory and practi...

We investigate whether doctors who adopt a new drug in its first year on the market tend to be heavier category prescribers. Early studies of pharmaceutical prescribing and packaged goods purchasing suggest that innovators are heavier category users; however, this finding has received little attention and the evidence remains sparse. We examine the...

We develop a simple method for forecasting and benchmarking consumer trial of new products. First, we extend the exponential trial growth models used in controlled test markets to the context of national product launches. This provides a marketing science benchmark against which our new approach can be compared.

Pharmaceutical marketing is becoming an important area of research in its own right, as evidenced by the steady increase in relevant papers published in the major marketing journals in recent years. These papers utilize different modeling techniques and types of data. In this chapter we focus on empirical research that studies the effect of marketi...

We document how two markets evolved in response to the launch of disruptive innovations; namely, Zocor, the first statin for treatment of high cholesterol, and Viagra, the first widespread treatment for erectile dysfunction. These provide cases of massive non-stationarity in competitive markets, so the changes to these markets over the subsequent 1...

It is increasingly recognized that progress can be made in the development of integrated theory for understanding, explaining and better predicting key aspects of buyer–seller relationships and industrial networks by drawing upon non-traditional research perspectives and domains. One such non-traditional research perspective is stochastic modeling...

This study compares the reactions towards shock advertising in for-profit (FP) and not-for-profit (NFP) organizations. Although the use of shocking advertisements is a growing phenomenon, the findings regarding the effectiveness of such advertisements remain mixed. Moreover, there is little consideration of the use of these tactics in different org...

The Dirichlet is one of the most important theoretical achievements of marketing science. It provides insights into the distribution of consumer loyalties and is used widely in industry for benchmarking and interpreting brand performance. The Dirichlet's implications run counter to some well-entrenched marketing pedagogy and so, unsurprisingly, it...

The Dirichlet is a well-established theoretical model that describes and predicts patterns of purchasing behavior in stationary markets. This paper uses data from a highly nonstationary market to demonstrate that the Dirichlet norms also provide a baseline to interpret change in purchasing behavior in particular, change wrought by sustained promoti...

We develop a simple method for forecasting and benchmarking consumer trial of new products. First, we extend the exponential trial growth models used in controlled test markets to the context of national product launches. This provides a marketing science benchmark against which our new approach can be compared. Second, as managers do not generally...

The volume looks at the changing landscape of retail competition and includes contributions from diverse disciplines. It is edited by eminent lawyers and so it is unsurprising that 16 out of the 24 contributors are either practising or academic lawyers.

This paper investigates the common ground between two apparently contrasting approaches to the understanding of organizational purchasing behavior; stochastic modelling and the IMP (or “markets as networks”) approach. These two schools of inquiry have travelled along parallel tracks for many years but there has never been a systematic attempt to an...

Patent expiration represents a turning point not only for the brand losing patent protection, as bioequivalent generic versions of the drug quickly enter the market at reduced prices, but also for the non-bioequivalent drugs that retain patent protection in the same therapeutic category. In this paper, we study how physician characteristics and pre...

Motivated by the medical literature findings that physicians are inertial, we seek to understand (1) whether physicians exhibit structural persistence in drug choice (structural persistence occurs when the drug chosen for a patient depends structurally on the drug previously prescribed by the physician to other patients) and (2) whether persistence...

Patent expiration represents a turning point for the brand losing patent protection as bioequivalent generic versions of the drug quickly enter the market at reduced prices. In this paper, we study how physician characteristics and their prescribing decisions impact the competition among molecules of a therapeutic class, once generic versions of on...

Patent expiration represents a turning point for the brand losing patent protection as bioequivalent generic versions of the drug quickly enter the market at reduced prices. In this paper, we study how physician characteristics and their prescribing decisions impact the competition among molecules of a therapeutic class, once generic versions of on...

This article examines the differences, tensions and overlaps between agency and stewardship theories of corporate governance. The context is a hostile bid for Blue Circle Industries, a FTSE 100 company, and the focus is upon its Chief Executive Officer’s actions in response. CEOs occupy a position of pivotal importance during such takeover bids, an...

Little is known about customer loyalty to brands over many dozens or even hundreds of purchases. In this paper we describe, and seek to explain, such patterns of loyalty in two very different markets: a consumer market (laundry detergents), and a more frequently used service (physicians' prescribing of anti-hypertension drugs). Purchase incidence h...

This paper explores the reasons for industries converging upon poor strategies. The phenomenon is likened to the periodic mass suicide of the lemmus lemmus (the Norwegian lemming). It gives historic examples of the phenomenon, and evidence of its occurring within a simulated business environment. A literature review shows how it can be explained us...

An understanding of the patterns of GP prescribing is important to those who play a role in the management of healthcare budgets. This paper analyses the contrasts and overlaps between the perceptions of healthcare managers and actual prescribing behaviour. While there are aspects of prescribing behaviour which are well understood, there are a numb...

This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there appears to be no relationship between their reported mark...

The attractions of a low-cost, easy to administer survey medium which provides sound and fast response rates are obvious. E-mail, either combined with the World Wide Web (WWW) or on its own, is that medium. Yet, despite e-mail's established use in a range of information and commercial areas, researchers are only just beginning to explore the possib...

Marketing instructors are faced with an array of subject material from a wide variety of sources. These sources can be broadly grouped into three spheres of influence: the researcher, the teacher, and the practitioner. This article considers these three influences as elements along two dimensions, contribution and conduct. It explores the problems...

This paper explores differences between industry beliefs about GP prescribing and the empirical patterns of prescribing. Using data from a survey of industry market researchers and a panel of UK GPs, beliefs about topics, such as brand proneness, prescribing intensity, therapeutic niches and armamentarium size are tested against actual behaviour.Ex...

The paper discusses methods for measuring and modeling dynamic markets. It specifies the parameters of markets in two separate but related forms reflecting the moments of utilities and of the Dirichlet multinomial distribution. The two forms are compared and are applied to a data set covering nine years. It is shown that both forms have considerabl...

The cost containment pressures from healthcare budget holders on the prescription pharmaceutical marketing companies will encourage the growth of cheaper generic prescription drugs on the one hand and increased self-medication by the end consumer on the other. A variety of factors will combine to decrease the use of brands in the prescription-only...

Market segmentation techniques and analyses have received considerable attention in the academic literature. This paper compares and contrasts the results from conducting cluster analysis and factor analysis on two data sets, one which is genuine and the other which has been randomly generated. This analysis helps test claims about the validity and...

The paper makes an empirical contribution to the debate on brand value by questioning the concept of intrinsic equity as opposed to market advantage due solely to the size of market share. While only one specific industry is covered by the research, striking patterns familiar to analysts of consumer markets are found which should make all marketing...

Many doctors have opposed direct-to-consumer advertising of prescription medicines (DTCA) because they believe it leads patients to demand medicines they may neither need nor suit. As a result, doctors claim they feel pressured into prescribing drugs rather than promoting lifestyle changes. Some also suggest that their use of newer drugs increases...

Thesis (Ph. D.)--University of London, 1994.