UNIVERSITY OF TEXAS AT AUSTIN RED MCCOMBS SCHOOL OF BUSINESS MARKETING MANAGEMENT AND STRATEGY SEMINAR SPRING 2011 MKT

T 397 COURSE OUTLINE Professor: Dr. Raji Srinivasan Office: 7.248, Phone: 512-471-5441 Class times: M: 3.006.00 pm. Classroom: CBA 7.204 Email: Raji.Srinivasan@mccombs.utexas.edu Office hours: By appointment.

Course Overview Marketing strategy is a broad term with many meanings, and while scope and domain issues for the field continue to be debated, at a fundamental level has to do with how marketing concepts, tools, and processes can be used to help an organization develop a sustainable competitive advantage through the creation of superior customer value. While marketing strategy is a comparatively young field of study, substantive and sustained contributions by many of the disciplines leading scholars over the last 25 years have helped create a rich and diverse literature base. Course Objectives To facilitate the student to become familiar with and develop an in-depth understanding of the theories, concepts, models, and paradigms that collectively form the foundation for marketing strategy. So, the course is a survey course that will provide a review of the important papers in the area. Proposed Course Plan Discussion of Readings. The most important part of preparing for our weekly seminars is to reserve some time for the assigned readings. We will spend some time discussing the strengths and weaknesses of individual articles, and focus on the relationships and linkages among articles. We will use a course packet that will contain readings for the seminar. One of the students will be required to present one of the research papers at the beginning of each session. The presentation will be around 15 minutes that will serve to jump-start the session. Note: These articles represent a sampling of papers on a given topic. If you are interested in pursuing the readings further in a given topic, I can provide you with a list of additional readings. Weekly written submissions. You will be required to write a review of one of the papers assigned for the class. In reviewing the paper, critically assess the contributions of the paper to marketing strategy theory and practice. Also, where possible, extend the research in the paper to testable hypotheses. Please restrict the length of these submissions to 4-5 pages. These submissions are due on Saturday evening preceding the Monday class.

Research proposal. You will be required to develop a research proposal. The proposal developed must have a strategic marketing focus and include the following: 1. Introduction - An Overview of the Proposed Research 2. Literature Review - Concepts and Principles, Theory, Empirical Studies (ideally this section should be sufficient in depth and breadth so as to lead to a publishable review article). 3. Proposed Research Design and Methodology, including: study rationale, research objectives, theory development, statement of hypotheses, research design, model specification, statistical tests, dummy tables (if you dont have the necessary data). 4. References (provided in a bibliography). You must submit a 3-page outline of the proposed research by March 28th, 2011 and the complete proposal by May 9, 2011. You should be prepared to make a presentation of your proposed research (about 15 minutes) in class on May 2, 2011. Details will be discussed in class. Final exam. There will be a take-home final exam that will account for 25 % of your grade. The exam will be given to you on Wednesday May 4, 2011 and is due back on Friday May 6, 2011. Grading There will be four components of your grade: Class participation Weekly written submissions Research proposal In class final exam Total 25% 25% 25% 25% 100%

Marketing Management and Strategy Seminar Spring 2011: Course Outline Date Jan 24, 2011 Jan 31, 2011 Feb 7, 2011 Feb 14, 2011 Feb 21, 2011 Feb 28, 2011 March 7, 2011 March 21, 2011 March 28, 2011 April 4, 2011 April 11, 2011 April 18, 2011 April 25, 2011 May 2, 2011 Topic Introduction to Marketing Strategy Theories of the Firm Theories of Competition Organizational Learning Sales Management Distribution Channels Pricing Strategy New Product Development Market Entry Strategies Branding and Brand Equity Customer Service and Service Quality Marketing Metrics Contemporary Readings Final Exam

Assigned Readings January 24, 2011 Introduction to Marketing Strategy Webster, Frederick E. Jr. (1992), The Changing Role of Marketing in the Corporation, Journal of Marketing, 56 (October), 1-17. Day, George S. and David B. Montgomery (1999), Charting New Directions for Marketing, Journal of Marketing, 63 (Special Issue), 3-13. Srivastava, Rajendra K., Tassaduq A. Shervani and Liam Fahey (1998), Market-based Assets and Shareholder Value: A Framework for Analysis, Journal of Marketing, 52(January): 2-18. P. Rajan Varadarajan, Satish Jayachandran, and J. Chris White (2001), Strategic Interdependence in Organizations: Deconglomeration and Marketing Strategy, Journal of Marketing, 65 (January), 15-28. Jan 31, 2011 Theories of the Firm Wernerfelt, Birger (1984), A Resource-based View of the Firm, Strategic Management Journal, 5(2), 171-180. Barney, Jay (1991), Firm Resources and Sustained Competitive Advantage, Journal of Management, 17 (1), 99-120. Bergen, Mark, Dutta, Shantanu, and Orville C. Walker, Jr. (1992), Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories, Journal of Marketing, 56 (July), 1-24. Rindfleisch, Aric and Jan B. Heide (1997), Transaction Cost Analysis: Past, Present, and Future Applications, Journal of Marketing, 61 (October), 30-54. Feb 7, 2011 Theories of Competition Day, George S. and Robin Wensley (1988), Assessing Advantage: A Framework for Diagnosing Competitive Superiority, Journal of Marketing, 52 (April), 1-20. Dierickx, Ingemar and Karel Cool (1989), Asset Stock Accumulation and Sustainability of Competitive Advantage, Management Science, 35 (December), 1504-1511. Dickson, Peter R. (1992), Toward a General Theory of Competitive Rationality, Journal of Marketing, 56 (January), 69-83. Hunt, Shelby D. and Robert M. Morgan (1995), The Comparative Advantage Theory of Competition, Journal of Marketing, 59 (April), 1-15.

Feb 14, 2011 Organizational Learning Jaworski, Bernard J. and Ajay K. Kohli (1993), Market Orientation: Antecedents and Consequences, Journal of Marketing, 57 (July), 53-70. Day, George S. (1994), The Capabilities of Market-Driven Organizations, Journal of Marketing, 58 (October), 37-52. Moorman, Christine (1995), Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes, Journal of Marketing Research, 32 (August), 318335. Clark, Bruce H. and David B. Montgomery (1999), Managerial Identification of Competitors, Journal of Marketing, 63 (July), 67-83. Feb 21, 2011 Sales Management John, George and Barton Weitz (1989), Salesforce Compensation: An Empirical Investigation of the Use of Salary Versus Incentives, Journal of Marketing Research, 26(February), 1-14. Spiro, Rosann and Barton Weitz (1990), Adaptive Selling: Conceptualization, Measurement, and Nomological Validity, Journal of Marketing Research, 27(February), 51-60. Chowdhury, Jhinuk (1993), "The Motivational Impact of Sales Quota on Effort, Journal of Marketing Research, 30 (February), 28-41. Kohli, Ajay K., Tasadduq A. Shervani, Goutam N. Challagalla (1998), Learning and Performance Orientation of Salespeople: The Role of Supervisors, Journal of Marketing Research, 35 (May), 263-274. Feb 28, 2011 Distribution Channels Bergen, Mark, Shantanu Dutta, and Orville Walker (1992), Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories, Journal of Marketing, 56(July), 1-24. Rindfleisch, Aric, and Jan. B. Heide (1997), Transaction Cost Analysis: Past, Present, & Future Applications, Journal of Marketing, 61(4), 30-54. Jap, Sandy D (2001), "Pie Sharing" in Complex Collaboration Contexts, Journal of Marketing Research, 38(1), 86-99. Srinivasan, Raji (2006), Dual Distribution and Firm Intangible Value: Insights from Restaurant Chains, Journal of Marketing, 70(3), 120-135.

March 7, 2011 Pricing Noble, Peter and Thomas Gruca (1999), "Industrial Pricing: Theory and Managerial Practice, Marketing Science, 18 (3), 435-454. Nijs, Vincent R., Marnik G Dekimpe, Jan-Benedict Steenkamp. E.M. and Dominique M. Hanssens (2001), The Category-Demand Effects of Price Promotions, Marketing Science, 20 (1), 1-21. Soman, Dilip and John Gourville (2001), Transaction Decoupling: How Price Bundling Affects the Decision to Consume, Journal of Marketing Research, 38 (1), 30-44. Bolton, Ruth N. and Matthew B. Myers (2003), Price-Based Global Market Segmentation for Services, Journal of Marketing, 67(July), 108-28. March 21, 2011 New Product Development Chandy, Rajesh K. and Gerard J. Tellis (2000), The Incumbent's Curse? Incumbency, Size, and Radical Product Innovation, Journal of Marketing, 64 (3), 1-17. Putsis Jr., William P. and Barry L. Bayus (2001), An Empirical Analysis of Firms' Product Line Decisions, Journal of Marketing Research, 38 (1), 110-118. Dahl, Darren W. and Page Moreau (2002), The Influence and Value of Analogical Thinking During New Product Ideation, Journal of Marketing Research, 39 (1), 47-60. Urban, Glen L. and John R. Hauser (2004), Listening In to Find and Explore New Combinations of Customer Needs, Journal of Marketing, 68 (2), 72-87. Hauser, John, Gerard J. Tellis, and Abbie Griffin (2006), Research on Innovation: A Review and Agenda for Marketing Science, Marketing Science, 25(6), 687-717.

Proposal for Research Proposal Due 28 March 2011 Market Entry Strategies Carpenter, Gregory S. and Kent Nakamoto (1989), Consumer Preference Formation and Pioneering Advantage, Journal of Marketing Research, 26(3), 285-298. Golder, Peter and Gerald Tellis (1993), Pioneer Advantage: Marketing Logic or Marketing Legend? Journal of Marketing Research, 30(May), 158-171. Shankar, Venkatesh; Gregory S. Carpenter and Lakshman Krishnamurthy (1998), Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers, Journal of Marketing Research, 35(1), 54-70.

Chandrashekaran, Deepa and Gerard J. Tellis (2008), Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences? Marketing Science, 27(5), 844-860. April 4, 2011 Branding and Brand Equity Keller, Kevin (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57(1), 1-23. Deborah Roedder, Barbara Loken, and Christopher Joiner (1998), The Negative Impact of Extensions: Can Flagship Products Be Diluted, Journal of Marketing, 62 (January), 19-32. Lemon, Katherine N and Stephen M. Nowlis (2002), Developing Synergies Between Promotions and Brands in Different Price-Quality Tiers, Journal of Marketing Research 39 (2), 171-186. Erdem, Tlin and Baohong Sun (2002), An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding, Journal of Marketing Research, 39(4), 408-420. April 11, 2011 Customer Service and Service Quality Boulding, William; Ajay A Kalra, Richard Staelin and Valarie Zeithaml (1993), D ynamic Process Model of Service Quality: From Expectations to Behavioral Intentions, Journal of Marketing Research, 30 (1), 7-27. Bergen, Mark, Shantanu Dutta, and Steven Shugan (1996) Branded Variants: A Retailer Perspective, Journal of Marketing Research, 33(February), 9-19. Fournier, Susan and David Mick (1999), Rediscovering Satisfaction, Journal of Marketing, 63(4), 5-23. Bendapudi, Neeli and Robert P. Leone (2002), Managing Business-to-Business Customer Relationships Following Key Contact Employee Turnover in a Vendor Firm, Journal of Marketing, 66 (2), 83-101. Kamakura, Wagner A.; Mittal, Vikas; De Rosa, Fernando; Mazzon, Jos Afonso (2002), Assessing the Service-Profit Chain, Marketing Science, 21 (3). 294-317. April 18, 2011 Marketing Metrics Boulding, William (1990), Unobservable Effects and Business Performance: Do Fixed Effects Matter, Marketing Science, 9 (Winter), 88-91. Srivastava, Rajendra, Tassaduq Shervani, and Liam Fahey (1998), Market-Based Assets and Shareholder Value: A Framework for Analysis, Journal of Marketing, 62 (1), 1-14.

Reinartz, Werner J. and V. Kumar (2000), On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing, Journal of Marketing, 64 (4), 17-38. Mizik, Natalie and Jacobson, Robert Jacobson (2003), Trading Off Between Value Creation and Value Appropriation: The Financial Implications of Shifts in Strategic Emphasis, Journal of Marketing, 67(January), 63-76. Rao, Vithala R., Manoj K. Agarwal, and Denise Dahlhoff (2004), How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation? Journal of Marketing, 68 (4), 12641. April 25, 2011 Contemporary Readings Students to decide will be discussed on first day of class May 2, 2011 Student Presentations