Stefan Stremersch

TL;DR: In this article, the authors examined the role of scenario presentation on financial projections in innovation project selection by conducting two conjoint experiments among 2,425 managers and 11 follow-up interviews with senior executives.

TL;DR: This paper found that the responsiveness of physicians' decision-making to marketing efforts and patient requests depends upon the drug's effectiveness and side effects, and that the role of drug characteristics (such as effectiveness, side effects) may tip the balance in this debate.

TL;DR: In this paper, the authors find that the choices that firms make in configuring the mass customization process affect the product utility consumers can achieve in mass customization, which in turn will determine main outcome variables for marketers, such as total product sales, satisfaction with the product and the firm, referral behavior and loyalty.

TL;DR: For instance, Jacobson et al. as discussed by the authors investigated the relationship between the key customer metric of satisfaction and stock market performance and concluded that satisfaction has no "value relevance" or that it is a key antecedent of observed performance and hence value.

TL;DR: In this paper, the authors identify three limiters in the faculty management system that restrict the impact academic research in marketing may have on business school health: (1) the imperfect metrics used to evaluate marketing academics that focus primarily on quantity, (2) the weak professional alignment between marketing academics and professionals relevant to marketing, and (3) the incentives for marketing academia that have started to emphasize extrinsic rewards such as bonuses for publications.