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Stefan Stremersch

Other affiliations: Tilburg University, Duke University, University of Navarra  ...read more
Bio: Stefan Stremersch is an academic researcher from Erasmus University Rotterdam. The author has contributed to research in topics: Marketing research & Marketing science. The author has an hindex of 32, co-authored 96 publications receiving 6012 citations. Previous affiliations of Stefan Stremersch include Tilburg University & Duke University.


Papers
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TL;DR: Based on a review of the marketing, economics, and law literature, this article developed a new synthesis of the field of bundling, which provides three important benetits: clearly and consistently defining bundling terms and identifying two key dimensions that enable a comprehensive classitication of bunding strategies.
Abstract: Bundling is pervasive in today's markets. However, the bundling literature contains inconsistencies in the use of terms and ambiguity about basic principles underlying the phenomenon. The literature also lacks an encompassing classification of the various strategies, clear rules to evaluate the legality of each strategy, and a unifying tramework to indicate when each is optimal. Based on a review of the marketing, economics, and law literature, this article develops a new synthesis of the field of bundling, which provides three important benetits. First, the article clearly and consistently defines bundling terms and identifies two key dimensions that enable a comprehensive classitication of bundling strategies. Second, it formulates clear rules for evaluating the legality of each of these strategies. Third, it proposes a framework of 12 propositions that suggest which bundling strategy is optimal in various contexts. The synthesis provides managers with a framework with which to understand and choose bundling strategies. It also provides researchers with promising avenues for further research.

680 citations

Journal ArticleDOI
TL;DR: Based on a review of the marketing, economics, and law literature, this paper developed a new synthesis of the field of bundling, which provides three important benefits: (a) clearly and consistently defining bundling terms and identifies two key dimensions that enable a comprehensive classification of the bundling strategies, and (b) formulates clear rules for evaluating the legality of each of these strategies.
Abstract: Bundling is pervasive in today’s markets. However, the bundling literature contains inconsistencies in the use of terms and ambiguity about basic principles underlying the phenomenon. The literature also lacks an encompassing classification of the various strategies, clear rules to evaluate the legality of each strategy, and a unifying framework to indicate when each is optimal. Based on a review of the marketing, economics, and law literature, this article develops a new synthesis of the field of bundling, which provides three important benefits. First, the article clearly and consistently defines bundling terms and identifies two key dimensions that enable a comprehensive classification of bundling strategies. Second, it formulates clear rules for evaluating the legality of each of these strategies. Third, it proposes a framework of 12 propositions that suggest which bundling strategy is optimal in various contexts. The synthesis provides managers with a framework with which to understand and c...

620 citations

Journal ArticleDOI
TL;DR: In this article, conditions under which specific contagion mechanisms and income heterogeneity are more pronounced are presented, and test these hypotheses using a meta-analysis of the q/p ratio in applications of the Bass diffusion model.
Abstract: Standard diffusion models capture social contagion only coarsely and do not allow one to operationalize different contagion mechanisms. Moreover, there is increasing skepticism about the importance of contagion and, as has long been known, S-shaped diffusion curves can also result from heterogeneity in the propensity to adopt. We present hypotheses about conditions under which specific contagion mechanisms and income heterogeneity are more pronounced, and test these hypotheses using a meta-analysis of the q/p ratio in applications of the Bass diffusion model. The ratio is positively associated with the Gini index of income inequality in a country, supporting the heterogeneity-in-thresholds interpretation. The ratio also varies as predicted by the Gamma-Shifted Gompertz diffusion model, but the evidence vanishes after controlling for national culture. As to contagion, the q/p ratio varies with the four Hofstede dimensions of national culture-for three of them in a direction consistent with the social contagion interpretation. Furthermore, products with competing standards have a higher q/p ratio, which is again consistent with the social contagion interpretation. Finally, we find effects of national culture only for products without competing standards, suggesting that technological effects and culturally moderated social contagion effects might not operate independently from each other.

440 citations

Journal ArticleDOI
TL;DR: The authors find that consumers with high levels of product expertise consider mass customization configurations less complex than do consumers with low levels ofproduct expertise and that for more-expert consumers, complexity has a less-negative impact on product utility.
Abstract: Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers' evaluations of different mass customization configurations when they are asked to mass customize a product. For example, mass customization configurations may differ in the number of modules that can be mass customized. In the context of mass customization of personal computers, the authors find that mass customization configuration affects the product utility that consumers can achieve in mass customization as well as their perception of mass customization complexity. In turn, product utility and complexity affect the utility that consumers derive from using a certain mass customization configuration. More specifically, product utility has a positive effect and complexity has a negative effect on mass customization utility. The effect of complexity is direct as well as indirect because complexity also lowers product utility. The authors also find that consumers with high levels of product expertise consider mass customization configurations less complex than do consumers with low levels of product expertise and that for more-expert consumers, complexity has a less-negative impact on product utility. The study has important managerial implications for how companies can design their mass customization configuration to increase utility and decrease complexity.

405 citations

Posted Content
TL;DR: In this paper, the authors investigated the effect of economic and cultural factors on the time-to-takeoff of new product sales in different countries and categories, and concluded that economic factors are neither strong nor robust explanatory factors.
Abstract: Sales takeoff is vitally important for the management of new products Limited prior research on this phenomenon covers only the United States This study addresses the following questions about takeoff in Europe: 1) Does takeoff occur as distinctly in other countries, as it does in the United States? 2) Do different categories and countries have consistently different times-to-takeoff? 3) What economic and cultural factors explain the intercountry differences? 4) Should managers use a sprinkler or waterfall strategy for the introduction of new products across countries? We gathered data on 137 new products across 10 categories and 16 European countries We adapted the threshold rule for identifying takeoff (Golder and Tellis 1997) to this multinational context We specify a parametric hazard model to answer the questions above The major results are as follows: 1) Sales of most new products display a distinct takeoff in various European countries, at an average of six years after introduction 2) The time-to-takeoff varies substantially across countries and categories It is four times shorter for entertainment products than for kitchen and laundry appliances It is almost half as long in Scandinavian countries as in Mediterranean countries 3) While culture partially explains intercountry differences in time-to-takeoff, economic factors are neither strong nor robust explanatory factors 4) These results suggest distinct advantages to a waterfall strategy for introducing products in international markets

370 citations


Cited by
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Book
01 Jan 2009

8,216 citations

Journal ArticleDOI
01 May 1981
TL;DR: This chapter discusses Detecting Influential Observations and Outliers, a method for assessing Collinearity, and its applications in medicine and science.
Abstract: 1. Introduction and Overview. 2. Detecting Influential Observations and Outliers. 3. Detecting and Assessing Collinearity. 4. Applications and Remedies. 5. Research Issues and Directions for Extensions. Bibliography. Author Index. Subject Index.

4,948 citations

Posted Content
TL;DR: A theme of the text is the use of artificial regressions for estimation, reference, and specification testing of nonlinear models, including diagnostic tests for parameter constancy, serial correlation, heteroscedasticity, and other types of mis-specification.
Abstract: Offering a unifying theoretical perspective not readily available in any other text, this innovative guide to econometrics uses simple geometrical arguments to develop students' intuitive understanding of basic and advanced topics, emphasizing throughout the practical applications of modern theory and nonlinear techniques of estimation. One theme of the text is the use of artificial regressions for estimation, reference, and specification testing of nonlinear models, including diagnostic tests for parameter constancy, serial correlation, heteroscedasticity, and other types of mis-specification. Explaining how estimates can be obtained and tests can be carried out, the authors go beyond a mere algebraic description to one that can be easily translated into the commands of a standard econometric software package. Covering an unprecedented range of problems with a consistent emphasis on those that arise in applied work, this accessible and coherent guide to the most vital topics in econometrics today is indispensable for advanced students of econometrics and students of statistics interested in regression and related topics. It will also suit practising econometricians who want to update their skills. Flexibly designed to accommodate a variety of course levels, it offers both complete coverage of the basic material and separate chapters on areas of specialized interest.

4,284 citations

01 Jan 2009

3,235 citations

Journal ArticleDOI
TL;DR: In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior by examining existing definitions and conceptualizations of customer experiences as a construct.
Abstract: Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.

2,514 citations