What kind of judgments do buyers make based on the way a sellers present themselves? How do these judgments impact buyers’ willingness to close a sale? Researchers addressed these questions in a recent Penn State Smeal College of Business study, specifically examining the effects of sellers’ conspicuous consumption on the buyer-seller relationship.
If managers want to position their young firms for better performance as they enter the public market, they should devote more resources to marketing activities early in the firm’s lifecycle, says a recent study from researchers at Penn State’s Smeal College of Business and Georgia State University’s J. Mack Robinson College of Business.
For many large chain retailers, closing store locations is more strongly associated with increases in firm value than opening new stores, according to a recently study published in the Journal of Retailing co-authored by Smeal College of Business Assistant Professor Hari Sridhar. This study is one of the first to examine how openings and closings impact overall firm value.
Do your health goals take a back seat to your desire for a good deal? A recent study by Penn State Smeal College of Business marketing professor Karen Winterich finds that consumers will generally take advantage of "supersize" pricing, even if it means ignoring their goals to eat healthier.
According to research by professors at the Penn State Smeal College of Business, Fortune 1000 companies that increase their use of marketing analytics improve their return on assets (ROA) an average of 8% and as much as 21%, with returns ranging from $70 million to $180 million in net income. Despite the proven value of using marketing analytics, the relative number of companies actually employing them is still low.
A recent column written by John Liechty, professor of marketing and statistics at Smeal and Director of the Center for the Study of Global and Financial Stability, appearing in the latest issue of Nature calls for collaboration amongst scientists and bankers to help forestall future financial crises. Liechty discusses how scientists can work with regulators and bankers to create new financial models that have the potential to identify system-wide risks.
It is widely assumed that all consumers react similarly to brand advertising. However, a research study from a professor at the Penn State Smeal College of Business finds that because consumers carry their own unique biases and traits, they are as much of a co-creator of the consumer–brand relationship as the marketer. The study shows that consumers differ inherently in the way they interact with and process information about brands.
With the start of February, many of our New Year’s resolutions to eat healthier and exercise more may be left in the dust. Recent research from Smeal College of Business suggests there is hope for those who may have fallen off track. More specifically, the study looks at the way positive emotions impact eating habits. The findings show that hopefulness, or feeling hopeful, can lead to healthier food choices.
Recent research by Smeal’s Lisa Bolton and coauthors reveals the negative impact debt consolidation loan marketing can have on consumer behavior. One-sided appeals made by lenders often over-emphasize the short-term benefits of lower monthly payments, while glossing over the considerable downside of longer re-payment periods and more total interest paid. In order to better respond to the marketing tactics used by lenders, consumers need to arm themselves with a solid understanding of not only how and why loans work, but also how and why particular lenders act as they do.
After examining the marketing budget of a local daily newspaper, Smeal’s Shrihari Sridhar and coauthors find that they should be spending more on the newsroom instead of cutting back. By reallocating these resources to optimal levels, they say profits could increase by about 28 percent. While this may not be a one-size-fits-all solution, their evidence shows the newsroom benefits from more marketing dollars.
A supply chain’s performance weighs heavily on the relationships between buyers and suppliers. Accounting for external, internal and individual relationships makes managing rather difficult. Alok Kumar and coauthors suggest that firms consider the supply chain as a whole and start with a relationship blueprint that comprises all parties involved in servicing the customer.
Smeal’s Karen Winterich examines consumers’ social identities and how they relate to companies’ promotional strategies. Independents tend to prefer discount promotions, while interdependents usually prefer donation promotions. Factors such as culture, gender and product type impact preference, so managers need to be aware of these circumstances when forming their promotional strategies and budgets.
Managers constantly feel pressure from stakeholders to meet or exceed past stock performance. If earnings fall short, they may take matters into their own hands and adjust R&D and marketing budgets to improve short-term stock returns. Recent research from the Penn State Smeal College of Business examines why managers behave this way.
The recently redesigned Starbucks logo is creating some buzz among its most committed consumers. Those who possess a strong connection to the Starbucks brand have expressed their dislike for the newer, more rounded logo. However, the new design appeals to consumers in Eastern cultures, which bodes well for Starbucks’ expansion into these markets. Smeal’s Karen Winterich suggests the redesigned logo is the first step in repositioning the Starbucks brand and that incorporating the brand name into the logo isn’t as critical as one may think.
New research coauthored by two professors at the Penn State Smeal College of Business examines a large company’s business-to-business trade-in program in hopes of improving its effectiveness and efficiency. They suggest using product characteristics and past customer behavior to improve forecasting accuracy, design a better trade-in policy, and potentially save the company money.
In recessions, firms are forced to make cuts, and managers may be tempted to trim the advertising and R&D budgets. But rather than trimming, should they actually be increasing their spending in these areas? Smeal’s Gary Lilien explores which firms should increase advertising and R&D spending during recessions.
The recession tightened consumers’ purse strings and they are still feeling the effects. However, retailers maintain their hope for a busy holiday shopping season. In order to fare well during the holiday season, Smeal’s Lisa Bolton says retailers should keep in mind the consumer’s overall shopping experience and try to take some emphasis off price, even though it may be a challenge.
In a business-to-business environment, some buyers and suppliers have long histories together, in which they become familiar with one another’s behavior. If one party deviates from the normal behavior, this could create uncertainty for the other and damage the relationship. Qiong Wang discusses ways top managers can prevent this from happening.
Smeal's Karen Winterich looks at how one emotion impacts another emotion and how this influences decision making. Discussing concepts like cognitive appraisals and emotional blunting provide answers to why people feel the way they do in certain situations. She explains how these processes are applicable in everyday life.
Do what you love. Love what you do. Such is the case for Jennifer Chang Coupland, Paiste Learning Fellow and clinical associate professor of marketing at Smeal. She combines her love of consumer culture, brands, marketing, and teaching into a job she says she “intrinsically loves.” Coupland incorporates her fondness of nostalgic brands and creativity into the classroom, creating an environment that students enjoy.