Rajendra K. Srivastava

Singapore Management University | smu · Marketing

In recent years, many business-to-business (B2B) component supplier (CS) firms have added branding to their marketing toolbox. By extending the logic of ingredient branding to B2B components, they aim to create “pull” from B2B end customers by building a strong CS brand image among their customers’ customers. In contrast with the established “push”...

We assess attenuating and augmenting effects of brand commitment on consumer responses when product recalls occur. Consistent with our theorization, results from a laboratory experiment and an event study show that high levels of brand commitment attenuate negative consumer responses in low-severity product recalls but augment them in high-severity...

Discusses potential causes of miscomprehension (MC) in TV advertising, noting that factors underlying message MC may be viewed as source, message, or audience factors. Using research from other areas (e.g., cognitive psychology, educational psychology, social psychology) as a theoretical base, the present authors generate several hypotheses that ar...

There is increasing evidence to suggest that organizations often fail to fully capitalize on the purchased business technologies due to their failure to utilize the new procurement throughout their corporate system. To this end, this study sets out to identify the factors that play a tangible role in facilitating the utilization of procured busines...

In mergers and acquisitions (M&As), brands account for significant but heterogeneous proportions of overall transaction value. The marketing literature focuses on the drivers of financial value of brands when there is no change in the ownership of brands. However, in M&As, the value of brands also depends on how their new owners leverage them. This...

In mergers and acquisitions (M&As), brands account for significant but heterogeneous proportions of overall transaction value. The marketing literature focuses on the drivers of financial value of brands when there is no change in the ownership of brands. However, in M&As, the value of brands also depends on how their new owners leverage them. This...

While there is recognition that market-based capabilities contribute to a firm’s financial performance, the exposition is largely conceptual (Srivastava et al. Journal of Marketing 62:2–18, 1998; Journal of Marketing 63:168–179, 1999). Using a resource based view of the firm, the present study proposes that (1) market-based assets and capabilities...

Existing research on the market evolution model focused on new product sales growth for a single product category. Accordingly, this approach did not imply any interactions among separate but related product categories that could affect each other's market growth. However, the importance of analyzing these inter-category relationships is emphasized...

Customer equity and brand equity are two of the most important topics to academic researchers and practitioners. As part of the 2005 Thought Leaders Conference held at the University of Connecticut, the authors were asked to review what was known and not known about the relationship between brand equity and customer equity. During their discussions...

Managers must understand that marketing initiatives generate market-based assets – which have considerable value in and of themselves. These assets also have enduring value-in-use. They can be leveraged to provide marketplace results that fit with company strategy. Positive market performance, in turn, positively impacts cash flow dynamics and shar...

For too long, marketers have not been held accountable for showing how marketing expenditures add to share-holder value. As time has gone by, this lack of accountability has undermined marketers' credibility, threatened the standing of the marketing function within the firm, and even threatened marketing's existence as a distinct capa-bility within...

Customer satisfaction is the predominant metric firms use for detecting and managing customers' likelihood to defect. But while satisfaction and defection are related, satisfaction is only a weak predictor of whether a customer will defect. This article suggests that for repurchase decisions that involve an information-based evaluation of alternati...

The last decade has witnessed a shift from a focus on the value created by a single firm and product to an examination of the value created by networks of firms (or product ecosystems) in which assets are comingled with external entities. The authors examine these market-based assets in the context of network markets and propose an Integrated Netwo...

As more firms adopt a customer asset management approach to their business, it has become increasingly important to understand how customer management efforts relate to the financial performance of the firm. Of specific interest to shareholders is the relationship between traditional financial measures and customer-centric measures. The customer-ce...

The small-office/home-office (SOHO) professionals comprise the fastest growing segment in the labor force today. Typically being a one-person business based at home, SOHO owners mostly rely on office information technology to single handedly run their entire operation. Despite the segment's ostensibly growing dependence and influence on the informa...

This article posits a framework that shows how market-based assets and capabilities are leveraged via market-facing or core business processes to deliver superior customer value and competitive advantages. These value elements and competitive advantages can be leveraged to result in superior corporate performance and shareholder value and reinveste...

This article posits a framework that shows how market-based assets and capabilities are leveraged via market-facing or core business processes to deliver superior customer value and competitive advantages. These value elements and competitive advantages can be leveraged to result in superior corporate performance and shareholder value and reinveste...

Most new product adoption models have focused on single-generation products. Only recently have researchers begun to focus on the importance of analyzing consumers' purchase demands in multi-generation products.This paper proposes a model that incorporates both initial and repeat purchases and allows for leap-frogging behavior for multi-generation...

The new business landscape ushered in by e-business has revolutionized business operations but, to date, has not integrated well with internal knowledge management initiatives. Through the development of e-business focused knowledge, organizations can accomplish three critical tasks: (1) evaluate what type of work organizations are doing in the e-b...

Context effects refer to the shifts in shares when another alternative is introduced in the choice set. The alternative can be asymmetrically dominated, asymmetrically dominating, totally dominated, or totally dominating. We developed a theoretically derived model based on the shifts in attribute valuation as a potential explanation for all context...

This study attempts to lend empirical evidence to the relevance of the arbitrate pricing theory in providing economic interpretation to stock market factors. A multistage model to explain the stock returns of a representative set of U.S. companies is developed. Monthly returns data for individual securities are obtained and the cross-sectional inte...

This study attempts to lend empirical evidence to the relevance of the arbitrate pricing theory in providing economic interpretation to stock market factors. A multistage model to explain the stock returns of a representative set of U.S. companies is developed. Monthly returns data for individual securities are obtained and the cross-sectional inte...

The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers—product development management, supply chain management, and customer relationship management—which i...

Diffusion of innovation has been the focus of an entire stream of research in marketing, and firm entry and exit decisions have been investigated by marketers, strategists, and economists. However, little attention has been paid to the relationship between changing demand and the entry and exit behaviors of competitors in the marketplace. Understan...

Most new product adoption models have focused on single-generation products. Only recently have researchers begun to focus on the importance of analyzing the consumers' purchase demand in multi-generation products. This paper proposes a model that incorporates both initial and repeat purchases, and allows for leap-frogging behavior in multigenerati...

We propose here a conceptual framework that incorporates a model of individual consumer behaviour into a theory of dynamic market behaviour. We first formalize a set of propositions about consumer behaviour wherein the key concept of an affordance is introduced and conceptual links between product, person and purpose are explicated. These behaviour...

The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core business processes that generate value for customers-product development management, supply chain management, and customer relationship management-which i...

In recent years, a market-oriented corporate culture increasingly has been considered a key element of superior corporate performance. Although organizational innovativeness is believed to be a potential mediator of this market orientation - corporate performance relationship, much of the evidence to date remains anecdotal or speculative. In this c...

In recent years, a market-oriented corporate culture increasingly has been considered a key element of superior corporate performance. Although organizational innovativeness is believed to be a potential mediator of this market orientation–corporate performance relationship, much of the evidence to date remains anecdotal or speculative. In this con...

Industrial market sales processes are often long and protracted. These processes typically involve a “trial” stage when several competing options may be tested. Then, a smaller set of products may be bought in greater quantities for use. Hence, the central marketing problems in industrial (or business-to-business) markets for technological products...

The authors develop a conceptual framework of the marketing-finance interface and discuss its implications for the theory and practice of marketing. The framework proposes that marketing is concerned with the task of developing and managing market-based assets, or assets that arise from the commingling of the firm with entities in its external envi...

The authors develop a conceptual framework of the marketing–finance interface and discuss its implications for the theory and practice of marketing. The framework proposes that marketing is concerned with the task of developing and managing market-based assets, or assets that arise from the commingling of the firm with entities in its external envi...

Methods for electronically linking suppliers and retailers (Electronic data interchange systems also known as EDI) have become commonplace. This study develops a methodology for assessing the value provided by an EDI system. The importance of implementation in generating value through EDI is illustrated through the use of a case study of a major re...

The measurement of consumers' coupon proneness and the prediction of their redemption behavior is important to the evaluation of marketers' couponing programs. Although considerable attention has been paid in the couponing literature to the identification of factors that influence coupon usage behavior, relatively little work has been done to devel...

The measurement of consumers’ coupon proneness and the prediction of their redemption behavior is important to the evaluation of marketers’ couponing programs. Although considerable attention has been paid in the couponing literature to the identification of factors that influence coupon usage behavior, relatively little work has been done to devel...

A question invariably recurs in discussions about corporate reputation: are they cause, consequence, or epiphenomenon? That is: do they have an independent causal effect on corporate performance; are they a consequence of good financial performance? Or are they an incidental by-product? The second day of the conference began with a review of avail-...

A question invariably recurs in discussions about corporate reputation: are they cause, consequence, or epiphenomenon? That is: do they have an independent causal effect on corporate performance; are they a consequence of good financial performance? Or are they an incidental by-product? The second day of the conference began with a review of avail-...

Marketing professionals have historically found it difficultto measure and communicate to other disciplines and to top managementthe value created by marketing activities. All too often, justificationof marketing and communication initiatives is restricted to theirimpact on revenue generation. But, marketers do create valuein other ways. Marketing...

Diffusion of innovation has been the focus of an entire stream of research in marketing, and firm entry and exit decisions have been investigated by marketers, strategists, and economists. However, little attention has been paid to the interactive relationship between changing demand and the entry and exit behaviors of competitors in the marketplac...

Given the phenomenal growth or the anticipation of growth in certain information technology industries, concerns for economy of scale, market access and expansion, and the need for ongoing research and development are resulting in mergers, acquisitions, and strategic alliances. A key question in such industries is what is, or should be the going ma...

Many firms acquire other firms with well-known and proven brands to hedge against the high costs and risks of new product development. A critical question in these acquisition decisions involves the assessment of the importance of brand equity to the acquiring firm. Since the brand equity benefits can vary by firm (and also by the decision maker wi...

The article focuses on the state of brand management in the 1990s, including challenges and opportunities that brand managers face. It states that executives are challenged by daily crises that are a result of customer and competitive market activities, and also their need to strategically think about what function brand management serves. It exami...

In this paper, the authors introduce a "latent segment logit" (LSL) model that allows the identification of latent market segments when only macro-level time-series data (e.g., market share or sales, not individual choices) are available. The proposed model provides a paramorphic representation of market structure, based on the notion that "structu...

In this paper, the authors introduce a “latent segment logit” (LSL) model that allows the identification of latent market segments when only macro-level time-series data (e.g., market share or sales, not individual choices) are available. The proposed model provides a paramorphic representation of market structure, based on the notion that “structu...

This study examines the relationship between attitude toward risk and both net worth and income. The data are obtained from a financial diary kept by a national, scientifically selected sample of more than 3,000 households. Results show that both net worth and income are negatively related to risk aversion. Copyright 1993 by MIT Press.

This paper investigates the intraday price volatility process in four Australian wholesale electricity markets; namely New South Wales, Queensland, South Australia and Victoria. The data set consists of half-hourly electricity prices and demand volumes over the period January 1, 2002 to June 1, 2003. A range of processes including GARCH, RiskMetric...

Identification of the order in which households acquire financial services has important implications for market segmentation and cross-selling strategies. This study illustrates a procedure by which financial institutions, based on internal records, can estimate the likelihood that a customer will purchase/use additional services. The methodology...

This paper presents a framework for organizing and discussing factors influencing consumer choice dynamics, how these factors may be incorporated into models of buyer behavior and problems that may arise in estimating such models. The paper identifies research issues and delineates possible approaches.

Using the analytical logic underlying the classical adopter categorization approach proposed by Rogers, the authors suggest that adopter categories for a product innovation can also be developed by using other well-established diffusion models such as the Bass model. With data on 11 consumer durable products, they compare adopter categories generat...

Using the analytical logic underlying the classical adopter categorization approach proposed by Rogers, the authors suggest that adopter categories for a product innovation can also be developed by using other well-established diffusion models such as the Bass model. With data on 11 consumer durable products, they compare adopter categories generat...

This paper presents a new ideal point probabilistic choice model. Unlike the model suggested by Cooper and Nakanishi (Cooper, L. G., M. Nakanishi. 1983. Two logit models for external analysis of preferences. (4) 607–619.) which attempts to capture choices via a single ideal point, the proposed model, though based on aggregate data, allows for heter...

This article develops a diffusion model that incorporates potential adopters' perceptions of the relevant innovation attributes in explaining the rate of adoption of an innovation. Data from 14 investment alternatives currently available to consumers are used to develop a multi-attribute diffusion model for forecasting the acceptance of a potential...

Analysis of the responses to a nationwide survey of investors demonstrates that individuals who invest in real estate differ in a predictable way from those who invest in assets other than real estate. Two types of real estate investment vehicles are studied: income-producing (rental) property and real estate securities. A multiple group discrimina...

The authors discuss some shortcomings of probabilistic choice models which do not capture product interdependencies. When substitutional relationships are present in the marketplace, these models may lead to biased estimates for choice/market shares. A probabilistic choice model which accounts for the interdependence among choice alternatives is pr...

The authors discuss some shortcomings of probabilistic choice models which do not capture product interdependencies. When substitutional relationships are present in the marketplace, these models may lead to biased estimates for choice/market shares. A probabilistic choice model which accounts for the interdependence among choice alternatives is pr...

This article investigates whether heterogeneity in investors' perceptions of the risk/return characteristics of a particular stock and the stock market can be explained in terms of these investors' demographic characteristics (sex, age. income and education). Results indicate that these specific demographic characteristics are not particularly usef...

This paper examines the relationship between perceived information costs and expected returns, expected range of returns, ownership and sources of information for a group of affluent investors in a multi-market setting (across a variety of investments). Findings show that investors expect excess returns and greater risk in areas characterized by hi...

A framework for market analysis based on customer perceptions of substitutability-in-use is presented. An empirical application in the financial/banking services market is used to illustrate that when product preferences are dependent on the use/consumption context (especially relevant when products have multiple uses), situational variables can he...

A framework for market analysis based on customer perceptions of substitutability-in-use is presented. An empirical application in the financial/banking services market is used to illustrate that when product preferences are dependent on the use/consumption context (especially relevant when products have multiple uses), situational variables can he...

Stock market investors were surveyed by mail for a study of the multidimensionality of Rotter's scale for this group. All common stock investors, 253 respondents, comprised a sample 94% male, ranging in age from 21 yr. to over 65 yr. ( M = 50 yr.). The mean of the Rotter scores was 6.79, with a SD of 3.67. Following principal components analysis wi...

In this paper, product usage data, employing a substitution-in-use criterion, are analyzed and shown to yield managerially useful product-market structures for financial services. These structures are identified through a form of hierarchical clustering which is different from traditional clustering routines in that it focuses on the explained or a...

In this paper, product usage data, employing a substitution-in-use criterion, are analyzed and shown to yield managerially useful product-market structures for financial services. These structures are identified through a form of hierarchical clustering which is different from traditional clustering routines in that it focuses on the explained or a...

The need to identify the boundaries of increasingly complex product-markets has spawned a number of analytical methods based on customer behavior or judgments. The various methods are compared and contrasted according to whether they are consistent with a conceptual definition of a product-market, and their ability to yield diagnostic insights.

The need to identify the boundaries of increasingly complex product-markets has spawned a number of analytical methods based on customer behavior or judgments. The various methods are compared and contrasted according to whether they are consistent with a conceptual definition of a product-market, and their ability to yield diagnostic insights.

This paper treats crowding as an ecological phenomenon and as an objective and behavioral construct. According to this approach crowding is overmanning which refers to the larger size of population than is needed for the number of tasks within a given behavior setting or environment. An equation for the quantative measure of overmanning (crowding)...

A question invariably recurs in discussions about corporate reputation: are they cause, consequence, or epiphenomenon? That is: do they have an independent causal eÄect on corporate performance; are they a consequence of good financial performance? Or are they an incidental by-product? The second day of the conference began with a review of avail-...