Presents an approach to product development that appears to hold significant promise in terms of generating new product ideas with strong consumer support. Suggests that high failure rate among new consumer producers can be traced to such things as poor marketing research, poor product marketing...

Although methods for latent variable modeling that allow a joint analysis of measurement and theory have become popular, they are not without difficulties. As these difficulties have become more apparent, several researchers have recently called for a “two-step approach†to latent...

This article addresses management process issues for forming cooperative ventures with an increased likelihood of subsequent success. Based on Roos (1989) the cooperative venture formation process is conceptualized in terms of three theoretical constructs: the extent of sufficient "internal...

An economic theory of habit formation through consumption learning is developed to explain order differences in relative sales promotion expenditures among brands. The theory applies to consumer brands in equilibrium markets, where consumer information from sources other than advertising, sales...

A model of customer complaint management is developed in terms of defensive marketing strategy. Based on an explicit microfoundation, firms' incentives to manage complaints are analyzed. In the context of a monopoly and homogeneous oligopoly, we discuss the optimal levels of customer...