Editors: Jacob Goldenberg, The Interdisciplinary Center (IDC) Herzliya and Columbia University
Eitan Muller, The Interdisciplinary Center (IDC) Herzliya and New York University
Announcement
2013 IJRM Best Article Award
The European Marketing Academy (EMAC) and the International Journal of Research in Marketing
(IJRM) are pleased to announce the winners of the 2013 IJRM Best Paper Award:
Performance implications of deploying marketing analytics. Frank Germann, Gary L. Lilien,
Arvind Rangaswamy. Vol 30 (2), 114-128.
and
Does private-label production by national-brand manufacturers create discounter goodwill?
Anne ter Braak, Barbara Deleersnyder, Inge Geyskens, Marnik G. Dekimpe. Vol 30 (4), 343357.
Abstracts:
Germann et al:
A few well-documented cases describe how the deployment of marketing analytics produces positive
organizational outcomes. However, the deployment of marketing analytics varies widely across firms, and
many C-level executives remain skeptical regarding the benefits that they could gain from their marketing
analytics efforts. We draw on upper echelons theory and the resource-based view of the firm to develop a
conceptual framework that relates the organizational deployment of marketing analytics to firm performance
and that also identifies the key antecedents of that deployment. The analysis of a survey of 212 senior
executives of Fortune 1000 firms demonstrates that firms attain favorable and apparently sustainable
performance outcomes through greater use of marketing analytics. The analysis also reveals important
moderators: more intense industry competition and more rapidly changing customer preferences increase the
positive impact of the deployment of marketing analytics on firm performance. The results are robust to the
choice of performance measures, and, on average, a one-unit increase in the degree of deployment (moving a
firm at the median or the 50th percentile of deployment to the 65th percentile) on a 1–7 scale is associated
with an 8% increase in return on assets. The analysis also demonstrates that support from the top
management team, a supportive analytics culture, appropriate data, information technology support, and
analytics skills are all necessary for the effective deployment of marketing analytics.
ter Braak et al:
Discount stores have a private-label dominated assortment where national brands have only limited shelf
access. These limited spots are in high demand by national-brand manufacturers. We examine whether
private-label production by leading national-brand manufacturers for two important discounters (one hard
and one soft) creates discounter goodwill. We estimate a selection model that is based on a sample of 450
manufacturer-category combinations from two leading discounters (Aldi in Germany and Mercadona in
Spain), and we show that private-label production is indeed rewarded: national-brand manufacturers that are
involved in such practices have a higher likelihood of procuring shelf presence for their brands. Moreover,
while powerful manufacturers are intrinsically more likely to obtain shelf presence with soft discounters,
Editors: Jacob Goldenberg, The Interdisciplinary Center (IDC) Herzliya and Columbia University
Eitan Muller, The Interdisciplinary Center (IDC) Herzliya and New York University
manufacturers with less power can compensate for this by producing private labels. No such dependence on
power exists for hard discounters.
However, not all national-brand manufacturers are equally likely to produce private labels for discounters.
We find that national-brand manufacturers are less likely to do so when: (a) they experience more sales
growth, (b) it is more difficult to produce high-quality products in a specific category, (c) they invest more
advertising support into their brands, and (d) they introduce more innovations. Moreover, a higher price
differential relative to the discounter's private labels makes national-brand manufacturers less likely to
engage in private-label production for hard discounters.
Selection process:
The winning article was chosen from two rounds of voting open to all the members of the IJRM
Editorial Board only. In the first round, each voter could nominate up to three (3) papers that were
published in IJRM in 2013. Six (6) papers received the most nominations and they composed the
shortlist. In the second/final round, the Board Members voted for one paper from the shortlist. The
winning paper is the one with the most votes. This year, two papers tied for the most votes received.
Six Finalists:
 Competitive information, trust, brand consideration and sales: Two field experiments.
Guilherme Liberali, Glen L. Urban, John R. Hauser. Vol 30 (2), 101-113,
 Performance implications of deploying marketing analytics. Frank Germann, Gary L. Lilien,
Arvind Rangaswamy. Vol 30 (2), 114-128.
 User-generated versus designer-generated products: A performance assessment at Muji.
Hidehiko Nishikawa, Martin Schreier, Susumu Ogawa. Vol 30 (2), 160-167
 Patterns in consumption-based learning about brand quality for consumer packaged
goods. Maciej Szymanowski, Els Gijsbrechts. Vol 30 (3), 219-235.
 Does private-label production by national-brand manufacturers create discounter
goodwill? Anne ter Braak, Barbara Deleersnyder, Inge Geyskens, Marnik G. Dekimpe. Vol 30
(4), 343-357.
 The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from
consumer responses to more than 1000 TV commercials. Michel Tuan Pham, Maggie
Geuens, Patrick De Pelsmacker. Vol 30 (4), 383-394.