S.P. Raj

• Ph.D.
• Syracuse University

We develop a framework for understanding the direct and indirect influence of various strategic considerations and environmental factors on the project-level R&D outsourcing decision. We argue that environmental factors can act as shift parameters that increase or decrease the costs of outsourcing. We further posit that it is important to consider...

An experience is designed to engage the customer and leave a lasting memory. While experience is relevant to a broad array of marketing situations including retailing, leisure, entertainment, and hospitality industries, no prior studies could be located that have assessed the values of experience components to customers, and the pricing implication...

We investigate how bidding strategies of successful bidders influence the savings they derive from a Name Your Own Price (NYOP) retailer relative to buying the same product from a retailer who posts prices. Utilizing bidding data for hotel room purchases we demonstrate that consumer savings rate depends positively on consumer decision to haggle (#...

Drawing on institutional theory, we examine how institutions have influenced technology development trends in the U.S. since the mid-19th century. Based on an inductive analysis of the history of technology development and corporate R&D, we show that both formal and informal institutional rules and constraints played a role in the initial rise of m...

Demand for durables can be modeled using a logit framework in which a customer chooses one brand from several alternatives, or buys nothing at all. In this framework, optimal prices for competing brands can be expressed as a system of nonlinear equations, which, however, do not have closed form solutions. Although the optimal price can be determine...

A substantial body of research evidence has now accumulated in the reference price literature. One stream of research has identified the antecedents of reference price and has assessed their effects through experimentation. Others have calibrated a variety of reference price models on panel data and reported the effects on brand choice and other pu...

Indirect network externality (INE) effect exists when the utility of a product increases with the greater availability of compatible complementary products. We demonstrate that INE effects can vary by product attributes, with externality-sensitive attributes gaining more from increased availability of complementary products than other attributes. P...

One of the most important developments in banking is the increased emphasis on marketing a wide array of financial services. This emphasis has led to the adoption of the product management system in one form or another by many large, fullservice commercial banks. The transition to a product management system has required banks to change how they o...

Manufacturers often emphasize the technological level of a parent product category (e.g., Saab aircraft engine), presumably to influence consumer evaluations of an extension product (Saab automobile). The article examines whether an extension to a lower level of technology (e.g., Motorola's extension from high-end workstations to desktop computers)...

The effect of reference price on brand choice decisions has been well documented in the literature. Researchers, however, have differed in their conceptualizations and, therefore, in their modeling of reference price. In this article, we evaluate five alternative models of reference price of which two are stimulus based (i.e., based on information...

One of the most important developments in banking is the increased emphasis on marketing a wide array of financial services. This emphasis has led to the adoption of the product management system in one form or another by many large, full-service commercial banks. The transition to a product management system has required banks to change how they o...

New product development (NPD) is becoming increasingly complex and costly. One consequence of this is that more companies are using various partnering arrangements to accomplish their innovative goals. This article presents a process that can impact the important decisions relating to the successful development of new products by partners. NPD part...

How do price changes by one brand affect the choice of competing brands? Such inter-brand effects may depend on the specific strategy followed by a firm. For example, a firm may target a particular brand to exploit its vulnerability or to avoid direct competition with other brands. Or a firm may design its pricing strategy aimed at reducing canniba...

Product life-cycles are becoming shorter, leading firms to reduce the time to bring new products to market. Being early can provide a significant competitive advantage, making the acceleration of new product development (NPD) an important area for research and inquiry. Based on their review of a wide range of literatures in business strategy, marke...

The study investigates whether consumers exhibit asymmetry (i.e., different sensitivity) to negative ("loss") and positive ("gain") differences between the reference price and the purchase price in brand choice and purchase quantity decisions. Using panel data for two frequently purchased products with three brands in each product category, we find...

This empirical paper explores the relationship between consumer brand preference or loyalty and price elasticity in purchase behavior. This behavior is conceptualized as resulting from two distinct but related decisions, namely a brand choice decision and a purchase quantity decision. We argue that loyal consumers will be less price sensitive in th...

This paper presents a case study to show how a control group can be used to obtain more accurate estimates of the impact of interventions. Intervention analysis using the ARIMA time series method is applied in an experimental design context using multiple input transfer function analysis. The study combines the analytic rigor of time series analysi...

Many consumer decisions involve a discrete choice and a continuous outcome. Examples of such decisions are whether to own a home or rent one and how much to spend, which brand of orange juice to buy and how many ounces to buy. In cases like these, the choice decision is typically modeled separately, say, using a logit model and the continuous outco...

The authors study the buildup effect of increased advertising using time series intervention analysis. The data are from an ADTEL field experiment with test and control panels connected to a split-cable TV system. Use of the control series in the analysis depends on the nature of the relevant external factors. If these factors are purely unmeasured...

The authors study the buildup effect of increased advertising using time series intervention analysis. The data are from an ADTEL field experiment with test and control panels connected to a split-cable TV system. Use of the control series in the analysis depends on the nature of the relevant external factors. If these factors are purely unmeasured...

It is proposed that a firm's strategy and how it perceives environmental uncertainty can influence the need for R&D–marketing integration. Factors related to organizational design and senior management support, along with the sociocultural differences between R&D and marketing managers, can influence the level of integration achieved by an organiza...

Although R and D marketing integration is essential for innovation success, their interactions are often difficult and conflict ridden. It has been suggested that sociocultural differences between them in terms of their orientation towards time, types of projects they prefer to work on, their tolerance for ambiguity, and their professional and bure...

Based on an empirical study of more than 200 R & D and marketing managers from high-technology companies, we conclude that (1) there is a great deal of consensus between R & D and marketing managers on the relative importance of the areas requiring integrated efforts; (2) companies successful in their new product program achieve a significantly gre...

The authors investigate how increased advertising affects consumer price sensitivity. First, a conceptual framework integrating the role of advertising content is presented. Next, a methodology for studying the impact of advertising on consumer price sensitivity to brand purchase quantity and consumption is developed. Analyses of diary panel data f...

The authors investigate how increased advertising affects consumer price sensitivity. First, a conceptual framework integrating the role of advertising content is presented. Next, a methodology for studying the impact of advertising on consumer price sensitivity to brand purchase quantity and consumption is developed. Analyses of diary panel data f...

It has become part of the traditional wisdom that good relationships between the R&D and marketing departments are essential for effective new product development. But in so many firms it still just doesn't happen. How come? In this article, three pragmatic researchers, Professors Gupta, Raj, and Wilemon, take another look at what causes the signif...

The relationship between a brand's share of users and its loyal franchise is investigated. Using TGI data on consumer purchase habits covering 1,000 brands in 86 product classes, it is found that brands with a larger share of users have proportionately larger fractions of loyal buyers. These results are useful in the allocation of resources between...

Different advertising effects on purchase behavior of consumers of varying brand loyalty are investigated. In a frequently purchased product class, consumers of high loyalty increase brand and product purchase when advertising for that brand increases. Little switching occurs from competitive brands into the advertised brand. At low loyalties there...

The article focuses on attractive and retentive effects of advertising. A methodology to isolate and measure these two effects is developed and is applied to an actual advertising campaign. Further, a framework is formulated to aid in deciding whether to improve the attractive or retentive strength of a brand through promotional efforts. The data f...

A number of recent articles have examined trends and practices related to the challenges of innovation management. A common finding among these studies is that few firms' innovation and new product development strategies rely solely on internal R&D. Rather, many firms have been experimenting with acquiring R&D from various external sources via lice...

Over the last century, many firms have primarily relied on their internal laboratories as the main source for R&D. The output from this R&D helped to increase profits and organic growth through the development of new products and processes. However, the increased mobility and availability of knowledge workers, government technology initiatives and...