Some examples from this set of practice questions
1.
Verhoef & Leeflang (2009)
Answer: - Marketing department capabilities: accountability, innovativeness. - Marketing’s Influence - Market orientation
2.
Srinivasan & Ramani (2019)
Answer: - Marketing department power - Internal and external sources of power enablers: CEO, power over customers, analyst coverage, institutional stock ownership - Myopic management: myopic marketing spending and revenue management
3.
Kirca, Jayachandran & Bearden (2005)
Answer: - Market orientation - Consequences: innovativeness, customer loyalty, quality - Organizational performance
4.
Luca & Athuahene Gima (2007)
Answer: - Market knowledge dimensions - KIM’s - Cross-functional collaboration - Product innovation performance
5.
Gourville (2006)
Answer: - Endownment effect - Status quo bias - 9x effect - Resistance
6.
Ramaswamy & Ozcan (2018)
Answer: - Digitalized interactive platform (DIP) - APPI components - Interactional value creation
7.
Woodruff (1997)
Answer: - Customer value delivery - Customer value hierarchy model - Customer satisfaction measures (CSM) to customer value determination (CVD). - Customer value-oriented marketing information system (CVOMIS).
8.
Rosa and Spanjol (2005)
Answer: - Sharing of product knowledge -> Market stories (i.e. paperclip) - Sensemaking - Emerging and mature markets
9.
Tripsas & Gavetti (2000)
Answer: - Polaroid - Cognition and inertia - Capabilities and beliefs
10.
Chang & Taylor (2016)
Answer: - Involving customers in stages: ideation, launch development phase. - Technologically turbulent NPD projects in: emerging countries, low-tech industries for business customers and small firms. - Aspects of success: operational, financial and marketing performance
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