THE MARKETING AREA Research Interests of the York University Faculty of Liberal Arts and Professional Studies September 5, 2014
Meet Us Pilar Carbonell Lee Li Manfred Maute Louise Ripley Alexander Rusetski Kim Snow Andreas Strebinger Jodie Whelan
Know What We Teach (NOT this Misunderstanding of Marketing)
Know Some Common Marketing Terms If you see a gorgeous woman at a party and you say to her, “Hi, I am very rich. Marry me!” that is Direct Marketing. If she walks up to you and says, “Hi, you are very rich. I want to marry you” that is Brand Recognition. If you call her the next day and say, “I am very rich. Marry me” that is Telemarketing. If she slaps your face when you say, “Marry me” that is Customer Feedback.
Lee Li – Fifteen Words (on a more serious note) Professor Li maintains, If you know a topic, you can describe it in 15 or so words. Here’s a set for Marketing:
Pilar Carbonell Favourite Paper Titles Carbonell, P. and A. I. Rodriguez-Escudero (2014) “Antecedents and Consequences of Using Information From Customers Involved in New Service Development”. Journal of Business and Industrial Marketing 29(2):112 – 122 Carbonell, P. and A. I. Rodriguez-Escudero (2013) “Management Control, Role Expectations and Job Satisfaction of New Product Development Teams: The Moderating Effect of Participative Decision-Making”. Industrial Marketing Management 42(2):248-259
Lee Li Favourite Paper Titles Li, Lee (2013) "Liability of Country Foreignness and Liability of Regional Foreignness: Their Effects on Geographic Diversification and Firm Performance”. Journal of International Business Studies 44(6):635-647 This project investigated the differences between home region diversification and host region diversification. Li, Lee (2014) “Inconsistencies in International Product Strategies and Firm Performance”. Journal of International Marketing 22(3): In press This project examined firms' product strategies across countries.
Manfred Maute Favourite Paper Titles Kong, Raymond T. and Manfred F. Maute (2012) “Modeling the Effects of Socio-Demographic, Psychographic and Relationship Characteristics on Share of Wallet for Financial Services”. Journal of Business and Economics Naumenko, Olga and Manfred F. Maute. “Contrasting General/Observable and Product-Specific/Unobservable Approaches to Market Segmentation of a Value Expressive Financial Service”. Forthcoming in Journal of Service Science
Louise Ripley Favourite Paper Titles Ripley, M Louise (2011) “Plato, Socrates, Hunt, and Rotfeld: Eigenforms of Academic Collaboration”. The Journal of Systemics, Cybernetics and Informatics 9(5):18-23 Ripley, M Louise (2013) “Argument, Advertising, Ethics, and Dogs: MultiModal Argumentation Once More With Feeling”. Seventh International Multi-Conference on Society, Cybernetics and Informatics, IMSCI 2013. Special Tract on Interdisciplinary Research, Education and Communication (http://www.iiis.org/Proceedings/2013Proc/ViewProc2013.asp?id=SA0213p (July)
Alexander Rusetski Favourite Paper Titles (Alex is on sabbatical) Rusetski, A. (2014) “Pricing by Intuition: Managerial Choices with Limited Information”. Journal of Business Research 67(8):1733 Rusetski, A., J. Andrews, and D.C. Smith (2014) “Unjustified Prices: Environmental Drivers of Managers' Propensity to Overprice”. Academy of Marketing Science Journal 42(4):452-469
Kim Snow Favourite Paper Topics Services Marketing
Andreas Strebinger Favourite Paper Titles Strebinger, Andreas (2011) Brand Architecture - Strategies Between a House of Brands and a Branded House As Well As Between Local and Global Brands. 2nd edition. Wiesbaden (Germany) [in German]. Gabler Edition Wissenschaft: 632 pages Strebinger, Andreas (2014) Rethinking Brand Architecture: A Study on Industry, Company- and Product-Level Drivers of Branding Strategy. Forthcoming in European Journal of Marketing. Volume 48(9/10)
Jodie Whelan Favourite Paper Titles Whelan, Jodie, Miranda R. Goode, June Cotte, and Matthew Thomson. “The Consumer Regulation Scale: Strategies for Regulating Responses to Consumption Cues, under review at Journal of Consumer Psychology Whelan, Jodie, Allison R. Johnson, Tara C. Marshall, and Matthew Thomson. “Relational Domain Switching: Consumption Relationships Compensate for Interpersonal Insecurity”. Under review at Journal of Consumer Research
The End We Hope You’ve Enjoyed Sharing Our Research Interests! Brought to you by the Marketing Area of Atkinson at York http://www.yorku.ca/laps/sas/ #MarketingYorkAtkinson