Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...

This paper measures the technical efficiency, super-efficiency, slacks, and input/output targets for large Indian pharmaceutical firms according to ownership by applying Data Envelopment Analysis (DEA) approach. The paper uses raw material, salaries & wages, advertisement & marketing and capital usage cost as input variables and net sales revenue as output variable. The super-efficiency model i...

a r t i c l e i n f o Keywords: Tacit knowledge exchange Salespeople Marketing success Marketing process innovation Marketing efficiency Marketing effectiveness Social networks Successful organizations adapt their marketing strategies to marketplace changes. Boundary spanners, such as salespeople, because they are able to embed themselves in social networks outside the organization, play a key ...

In a sponsored search auction the advertisement slots on a search result page are generally ordered by click-through rate. Bidders have a valuation, which is usually assumed to be linear in the click-through rate, a budget constraint, and receive at most one slot per search result page (round). We study multi-round sponsored search auctions, where the different rounds are linked through the bud...

In the increasingly important market of online search advertising, a multitude of parameters affect the performance of advertising campaigns and their ability to attract users’ attention enough to produce clicks. Thus far, the majority of the relevant literature assumed an advertisement’s probability of receiving a click to be dependent on the advertisement’s quality and its position in the spo...

This article examines the role of marketing in the context of initial public offerings (IPOs), a neglected issue in the extant literature. The results from a large-scale, cross-industry study indicate that firms’ pre-IPO marketing spendings help reduce IPO underpricing and boost IPO trading in the stock market. The econometric models also suggest that these effects are heterogeneous; that is, t...

Editorial: It’s Never Good-bye to Marketing Science Eric T. Bradlow 963 The Sealed-Bid Abstraction in Online Auctions Robert Zeithammer and Christopher Adams 964 Commentary: Bidders’ Experience and Learning in Online Auctions: Issues and Implications Kannan Srinivasan and Xin Wang 988 Commentary: Do Bids Equal Values on eBay? Ali Hortaçsu and Eric R. Nielsen 994 Rejoinder: Causes and Implicatio...