R
Roger A. Kerin
Researcher at Southern Methodist University
Publications - 58
Citations - 4078
Roger A. Kerin is an academic researcher from Southern Methodist University. The author has contributed to research in topics: Product (category theory) & Marketing management. The author has an hindex of 23, co-authored 58 publications receiving 3912 citations.
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First-Mover Advantage: A Synthesis, Conceptual Framework, and Research Propositions:
TL;DR: A broadened perspective is presented that highlights the complexity of this phenomenon and suggests that first-mover status may or may not produce sustainable advantages because of a multiplicity of controllable and uncontrollable forces.
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Introduction Strategy for New Products with Positive and Negative Word-of-Mouth
TL;DR: The authors examined a diffusion model for products in which negative information plays a dominant role, discusses its implications for optimal advertising timing policy and presents an application to forecast attendance for the movie Gandhi in the Dallas area.
Journal Article
Store shopping experience and consumer price-quality-value perceptions.
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Exploring the brand value-shareholder value nexus for consumer goods companies
Roger A. Kerin,Raj Sethuraman +1 more
TL;DR: In this paper, the statistical strength and functional form of the relationship between brand value and market-to-book (M/B) ratios for publicly held consumer goods companies in the United States was investigated.
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Assessing Trade Show Functions and Performance: An Exploratory Study:
Roger A. Kerin,William L. Cron +1 more
TL;DR: In this article, the authors examined the selling and no-selling behavior of trade shows and found that trade shows are an important marketing tool, as evidenced by their frequency of use and expenditure level.