This research examines how consumption of a performance branded product systematically improves objective outcomes in a variety of contexts. Five field and laboratory studies demonstrate that this performance brand effect emerges through psychological mechanisms unrelated to functional product...

This paper examines a business support intervention in which international professionals from different functional backgrounds (e.g., marketing, consulting) volunteered their time to help Ugandan entrepreneurs improve performance. Findings from a multi-year field experiment show that...

Although the level of power held by the marketing department can determine key organizational outcomes, including firm performance, this power often is modest and, in many firms, diminishing. To address this apparent disconnect, the authors propose that the board of directors is a critical but...