Search Results - "Stremersch, Stefan"

The effect of customer empowerment on adherence to expert advice by Camacho, Nuno, De Jong, Martijn, Stremersch, Stefan

“…Customers often receive expert advice related to their health, finances, taxes or legal procedures, to name just a few. A noble stance taken by some is that…”
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Sales Growth of New Pharmaceuticals Across the Globe: The Role of Regulatory Regimes by Stremersch, Stefan, Lemmens, Aurelie

“…Prior marketing literature has overlooked the role of regulatory regimes in explaining international sales growth of new products. This paper addresses this…”
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The Effect of Superstar Software on Hardware Sales in System Markets by Binken, Jeroen L. G., Stremersch, Stefan

“…Systems are composed of complementary products (e.g., video game systems are composed of the video game console and video games). Prior literature on indirect…”
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Marketing Mass-Customized Products: Striking a Balance between Utility and Complexity by Dellaert, Benedict G. C., Stremersch, Stefan

“…Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers' evaluations of different mass…”
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Social Contagion and Income Heterogeneity in New Product Diffusion: A Meta-Analytic Test by Van den Bulte, Christophe, Stremersch, Stefan

“…Standard diffusion models capture social contagion only coarsely and do not allow one to operationalize different contagion mechanisms. Moreover, there is…”
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Modeling Global Spillover of New Product Takeoff by van Everdingen, Yvonne, Fok, Dennis, Stremersch, Stefan

“…This article examines the global spillover of foreign product introductions and takeoffs on a focal country's time to takeoff, using a novel data set of…”
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The International Takeoff of New Products: The Role of Economics, Culture, and Country Innovativeness by Tellis, Gerard J, Stremersch, Stefan, Yin, Eden

“…Sales takeoff is vitally important for the management of new products. Limited prior research on this phenomenon covers only the United States. This study…”
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Indirect Network Effects in New Product Growth by Stremersch, Stefan, Tellis, Gerard J, Franses, Philip Hans, Binken, Jeroen L.G

“…Indirect network effects are of prime interest to marketers because they affect the growth and takeoff of software availability for and hardware sales of a new…”
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Customizing Complex Products: When Should the Vendor Take Control? by Ghosh, Mrinal, Dutta, Shantanu, Stremersch, Stefan

“…Casual observation suggests that firms use contrasting practices and procedures when offering customized products to individual customers. Some firms take a…”
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How can academics generate great research ideas? Inspiration from ideation practice by Stremersch, Stefan

“…•Marketing and business school academicians can learn new ideation processes and tools from companies, as they seem to be more advanced in leveraging ideation…”
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The Study of Important Marketing Issues: Reflections by Stremersch, Stefan

“…This paper details how marketing scholars can address important marketing issues. It starts by clearly distinguishing importance from relevance and, on that…”
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Multihoming in Two-Sided Markets: An Empirical Inquiry in the Video Game Console Industry by Landsman, Vardit, Stremersch, Stefan

“…Two-sided markets are composed of platform owners and two distinct user networks that either buy or sell applications for the platform. The authors focus on…”
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The value of context-specific studies for marketing by Stremersch, Stefan, Gonzalez, Jorge, Valenti, Albert, Villanueva, Julian

“…This paper clarifies why context-specific studies have scientific merit and provides recommendations to authors and journal stewards on how to develop them…”
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The Rise of New Technologies in Marketing: A Framework and Outlook by Hoffman, Donna L., Moreau, C. Page, Stremersch, Stefan, Wedel, Michel

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The Impact of Informational and Emotional Television Ad Content on Online Search and Sales by Guitart, Ivan A., Stremersch, Stefan

“…This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online…”
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Branded response to generic entry: Detailing beyond the patent cliff by Hariharan, Vijay Ganesh, Landsman, Vardit, Stremersch, Stefan

“…The literature on pharmaceutical marketing devotes little attention to the promotion of branded drugs after generic competitors enter the market. This paper…”
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Drug Detailing and Doctors’ Prescription Decisions: The Role of Information Content in the Face of Competitive Entry by Kappe, Eelco, Stremersch, Stefan

“…We study the effects of information content in 59,814 pharmaceutical sales calls on doctors’ prescription decisions for statins, in the face of entry of…”
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The Commercial Consequences of Collective Layoffs: Close the Plant, Lose the Brand? by Landsman, Vardit, Stremersch, Stefan

“…This article examines the effects of collective layoff announcements on sales and marketing-mix elasticities, accounting for supplyside constraints. The…”
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Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity by Camacho, Nuno, Nam, Hyoryung, Kannan, P.K., Stremersch, Stefan

“…Firms increasingly use innovation tournaments to crowdsource innovation ideas from customers. This article uncovers antecedents and consequences of customers’…”
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Health and marketing: The emergence of a new field of research by Stremersch, Stefan

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