Marketing modeling reality and the realities of marketing modeling
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Marketing modeling reality and the realities of marketing modeling Anne T. Coughlan & S. Chan Choi & Wujin Chu & Charles A. Ingene & Sridhar Moorthy & V. Padmanabhan & Jagmohan S. Raju & David A. Soberman & Richard Staelin & Z. John Zhang Published online: 19 March 2010 # Springer Science+Business Media, LLC 2010
Abstract This paper shows how analytic modeling research in the Marketing field is focused on answering questions of “How?” and “Why?” It describes the disciplines involved in analytic modeling; examines how the key criteria of parsimony and robustness help to define a good model; and discusses other Arising from The Erin Anderson Research Conference at the Wharton School, University of Pennsylvania, October 2008 This version: January 20, 2010 A. T. Coughlan (*) Kellogg School of Management, Northwestern University, Evanston, IL, USA e-mail: [email protected] S. C. Choi Rutgers Business School, Newark, NJ, USA W. Chu Seoul National University, Seoul, South Korea C. A. Ingene The Hong Kong Polytechnic University, Kowloon, Hong Kong S. Moorthy Rotman School of Management, University of Toronto, Toronto, ON, Canada V. Padmanabhan INSEAD, Singapore, Singapore J. S. Raju The Wharton School, University of Pennsylvania, Philadelphia, PA, USA D. A. Soberman Rotman School of Management, University of Toronto, Toronto, ON, Canada R. Staelin Duke University, Durham, NC, USA Z. J. Zhang The Wharton School, University of Pennsylvania, Philadelphia, PA, USA
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Market Lett (2010) 21:317–333
goodness criteria, including appropriate use of analytic techniques, applicability of the model to institutionally rich, real-world problems, non-obvious results, generalizability, and ability to provide insight where other research techniques do not work. The paper defines and discusses key concepts in analytic models of distribution channels, including double marginalization, coordination, incentive alignment and contract design, strategic substitutability and complementarity, externalities, and principal–agent problems. Next, the paper summarizes research presented in the session on analytic models in channels at the Erin Anderson conference; and finally, the paper suggests avenues for future analytic modeling research. Keywords Analytic modeling . Distribution channels . Philosophy of science 1 Analytic modeling: a focus on “how?” and “why?” To cover a story, journalists are taught to ask six questions: Who? What? When? Where? How? Why? To analyze a topic, academic marketing researchers focus on the How and Why questions with the goals of explicating the key forces behind marketing phenomena, specifying the mechanisms by which they interact, and measuring the relative sizes of various effects. The answers to the Who, What, Where, and How questions are generally used to parameterize the model by describing consumer or buyer behavior, segmentation, and industry and competitive characteristics. Explication, specification, and measurement can be accomplished from the perspectives of a variety of disciplines (e.g.
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