When brands grow, what changes more: the number of households buying, or the average number of units they buy in the course of a year? We examined twelve US package-goods brands that exhibited high growth from 2005 to 2007 to find out the answer. For eleven of the twelve brands, growth was...

There have been frequent calls in the literature for a more comprehensive understanding of marketing impact on long-term firm performance (Dawes, Meyer-Waarden, & Driesener, 2015; Hanssens & Pauwels, 2016; Lodish & Mela, 2007; Webster & Lusch, 2013). Retail scanner data has been the principal source of...

This study examines the impact of actual price increases on customer retention in a services context, and how the effect of a price increase is moderated by both tenure and breadth of the customer's relationship. The study finds that tenure is associated with lowered customer sensitivity to...

This study analyzes the extent to which the top 8 brands in the US OTC pain relief tablet market share their buyers with each other. The study uses the Duplication of Purchase Analysis method. It shows that brands in this market overall follow the Duplication of Purchase Law, namely that each...

The Ansoff Matrix has been widely taught as part of business education for over 50 years. It portrays growth options as a 2 x 2 matrix of options, with one axis representing products (existing / new) and the representing markets (existing / new). Two logical problems arise from the matrix. Both...

This study examines whether changes in customer satisfaction scores, derived from the American Customer Satisfaction Index (www.acsi.org), are associated with changes in business revenue. The study analyses firms or brands in nine industries. For most of those industries, the study uses data for...

The concept of competitive advantage is argued to be not very useful to managers. At best it is an aspirational goal. Books that claim to present a route to competitive advantage give false hope – multiple competing firms in an industry cannot (each) realistically set out to build a...

Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy, 1997), but there is a lack of academic research to show how common they really are. The present study documents the incidence of brand extensions in three geographic consumer goods...

Customer evaluations of service quality may exhibit variation at the individual customer level, or in the aggregate level, over time. This study investigated three types of aggregate-level variation in customer evaluations of service quality. Using multiple data sets, it examined (1) the...

Cigarettes constitute a very large product category with very adverse health outcomes for consumers. Knowing more about cigarette purchasing will inform researchers, and help policymakers make better decisions about this product. We examine how heavy cigarette purchasers differ from ‘light’...