The Legends in Marketing series captures the essence of the most important contributions made in the field of Marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work.
The series comprises various sets, each focusing on the multiple ways in which a legend has contributed to the field. This set in the series, consisting of 8 volumes, is a tribute to Yoram 'Jerry' Wind. Wind is internationally known for pioneering research on organizational buying behavior, market segmentation, conjoint analysis, and marketing strategy.
Yoram 'Jerry' Wind is the Lauder Professor or Marketing; Academic Director, The Wharton Fellows Program; and Director, SEI Center for Advanced Studies in Management at the Wharton School of University of Pennsylvania, USA. Professor Wind is one of the most cited authors in marketing. He is a regular contributor to the professional marketing literature, with 22 books and more than 250 research papers, articles and monographs on marketing strategy, marketing research, new product and market development, consumer and industrial buying behavior and international marketing. He is the recipient of numerous academic awards, including the four major marketing awards: the Charles Coolidge Parlin Award (1985), AMA/Irwin Distinguished Educator Award (1993), the Paul D. Converse Award (1996), and the Buck Weaver Award (2007). His 2004 book, The Power of Impossible Thinking: Transform the Business of Your Life and the Life of Your Business, draws on the latest research in neuroscience to explain how a person's mental models can distort perceptions, creating both limits and opportunities. He consults with major firms around the world, provides expert testimony in many intellectual property and antitrust cases, and has lectured in over 50 universities worldwide.
This series has been edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. He is widely known for his scholarly contributions in the fields of consumer behaviour, relationship marketing, competitive strategy, and geopolitical analysis. A prolific author and recipient of various awards and scholarships, Professor Sheth has worked for many industries and companies in the US, Europe and Asia.
This set includes:
Volume 1: Organizational Buying Behavior
Editor: Robert J Thomas
Volume 2: Consumer Behavior
Editor: Barbara Kahn and Robert Meyer
Volume 3: Product and New Product Management
Editor: Vijay Mahajan
Volume 4: Marketing Strategy
Editor: Dave Reibstein
Volume 5: Market Segmentation
Editor: David Bell
Volume 6: Global Marketing
Editor: Arun Jain
Volume 7: Marketing Research and Modeling
Editor: Vithala R Rao
Volume 8: The Future of Marketing
Editor: George Day
About the Author
Jagdish N. Sheth, Ph.D., is the Charles H. Kellstadt Professor of Marketing at Emory University, Goizueta Business School. He is known nationally and internationally for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. When he joined Emory’s faculty in 1991, Professor Sheth had nearly 30 years of combined experience in marketing from the University of Southern California, the University of Illinois, Columbia University, and Massachusetts Institute of Technology.
Throughout his career, Professor Sheth has offered more than a thousand presentations in at least 20 countries. He has also provided consultancy for numerous companies in the United States, Europe, and Asia. His client list includes AT&T, Bell South, Cox Communications, Delta, Ernst & Young, Ford, GE, Lucent Technologies, Motorola, Nortel, Pillsbury, Sprint, Square D, 3M, Whirlpool, and others. Currently, Professor Sheth sits on the Board of Directors of several public companies including Norstan, Cryo Cell International, and Wipro Limited.
Professor Sheth’s accolades include “Outstanding Marketing Educator,” an award presented by the Academy of Marketing Science, the “Outstanding Educator” award twice-presented by Sales and Marketing Executives International, and the P.D. Converse Award for his outstanding contributions to theory in marketing, presented by the American Marketing Association. Professor Sheth is the recipient of the two highest awards given by the American Marketing Association: the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award.
In 1996, Professor Sheth was selected as the Distinguished Fellow of the Academy of Marketing Science. The following year, he was awarded the Distinguished Fellow award from the International Engineering Consortium. Professor Sheth is also a Fellow of the American Psychological Association (known as APA). In 2014, he was awarded the William Wilkie Award, Marketing for a Better World by the American Marketing Association.
Professor Sheth has authored or coauthored hundreds of articles and books. In 2000, he and Andrew Sobel published the best seller, Clients for Life. In 2001, Value Space, which he coauthored with Banwari Mittal, was published. Professor Sheth’s most popular book, The Rule of Three, was coauthored with Dr Rajendra Sisodia and published in 2002. He has since written notable publications: Tectonic Shift, Firms of Endearment, and The 4 A’s of Marketing.
Table of Contents
Volume 1: Organizational Buying BehaviorVolume Introduction: Yoram (Jerry) WindBuilding the Foundation of Organizational Buying Behavior - Robert J. Thomas Organizational Buying ProcessesThe Determinants of Industrial Buyer's BehaviorA General Model for Understanding Organizational Buying Behavior (with Frederick E. Webster, Jr.)Emerging Models of Organizational Buying Processes (with Francesco M. Nicosia) Drivers of Organizational Buying BehaviorIndustrial Source LoyaltyA Reward-Balance Model of Buying Behavior in OrganizationsIndustrial Buying as Organizational Behavior: A Guideline for Research Strategy (with Frederick E. Webster, Jr.) The Organizational Buying CenterOrganizational Buying Center: A Research AgendaThe Boundaries of Buying Decision CentersThe Linking Pin Role in Organizational Buying Centers (with Thomas S. Robertson) Industrial Market SegmentationIndustrial Market Segmentation (with Richard Cardozo)Industrial Market Segmentation under Conditions of Intra-Organizational HeterogeneityIndustrial Market Segmentation Under Conditions of Intra-Organizational HeterogeneitySegmenting Industrial Markets (with Robert J. Thomas) Creative Insights on Markets of OrganizationsMarket-Based Guidelines for Design of Industrial Products (with John F. Grashof and Joel D. Goldhar)Organizational Psychographics and Innovativeness (with Thomas S. Robertson)Organizational Cosmopolitanism and Innovativeness (with Thomas S. Robertson) Evolving Futures in Organizational Buying BehaviorOn the Study of Industrial Buying Behavior: Current Practices and Future Trends (with Frederick E. Webster, Jr.)Blurring the Lines: Is There a Need to Rethink Industrial Marketing?Organizational Buying Behavior in an Interdependent World (with Robert J. Thomas) Perspectives of Other ScholarsThe Influence of Jerry Wind on Organizational Buying Behavior - Wesley J. JohnstonPerspectives on Yoram Wind’s Contributions to Organizational Buying Behavior - Arch G. WoodsideOrganizational Buying Behavior: Where We Have Been and Where We Need to Go - Robert E. SpekmanROBERT J. THOMAS INTERVIEWS YORAM ‘JERRY’ WINDA Conversation with Yoram ‘Jerry’ WindVolume 2: Consumer BehaviorVolume Introduction: Yoram WindResearch on Consumer Behavior - Barbara E. Kahn and Robert J. Meyer T he Study of Individual Differences in Behavior Based on Psychographic and Lifestyle MeasuresIncongruency of Socioeconomic Variables and Buying BehaviorLife Style Analysis: A New ApproachA Note on Measurement of Social-Psychological Belief Systems (with Paul E. Green and Arun K. Jain)Some Conceptual, Measurement, and Analytical Problems in Life Style Research (with Paul Green)On the Usage of “Modified” Personality Trait Measures in Consumer Research (with Kathryn E.A. Villani)Reflections on Creativity and Relevance of Consumer Research The Study of Relations among Preference Measures and MethodsA Comparison of Three Brand Evaluation Procedures (with Joseph Denny and Arthur Cunningham)On the Measurement of Purchase Data: Surveys versus Purchase Diaries (with David Lerner)Intentions to Buy as Predictors of Buying Behavior (with Susan P. Douglas)On the Relationship between Knowledge and Preference (with Michael De Vita) The Study of Choice Processes for Menus and Product BundlesConsumer Menu Preference: An Application of Additive Conjoint Measurement (with Paul E. Green and Arun K. Jain)Benefit Bundle Analysis (with Paul E. Green and Arun K. Jain)Courtyard by Marriott: Designing a Hotel Facility with Consumer-based Marketing Models (with Paul E. Green, Douglas Shifflet and Marsha Scarbrough)Preference Measurement of Item Collections (with Paul E. Green and Arun K. Jain) The Study of Social Influence and Group Decision MakingMultiperson Influence and Usage Occasions as Determinants of Brand ChoiceOn the Interface Between Organizational and Consumer Buying BehaviorExamining Family Role and Authority Patterns: Two Methodological Issues (with Susan P. Douglas)Sociology of Consumption and Trade-off Models in Consumer Public Policy (with Francesco M. Nicosia)Preference of Relevant Others and Individual Choice ModelsFrancis S. Bournes’s ‘Retrospective Comment’ on 'Group Influence in Marketing Perspectives of Other ScholarsJerry Wind: Mentoring a Doctoral Student in Consumer Behavior - John DeightonDr. Jerry Wind: The Professor I Knew - Arun K. JainJerry Wind: My Colleague at Wharton - David SchmittleinBarbara E. Kahn and Robert J. Meyer Interview Yoram (Jerry) WindVolume 3: Product & New Product ManagementVolume Introduction: Product and New Product Management - Vijay Mahajan Product and New Product ManagementProduct Policy, Marketing and Corporate ManagementIntegrating Financial Portfolio Analysis with Product Portfolio Models (with Vijay Mahajan)An Analytic Hierarchy Approach to the Allocation of Resources within a Target Product/Market/Distribution Portfolio (with Daniel Gross)Designing Product and Business Portfolios (with Vijay Mahajan)On the Use of Attitude Research in Product Policy (with Tyzoon Tyebjee)Toward a Change in the Focus of Marketing Analysis: From a Single Brand to an AssortmentPositioning Analysis and StrategyGot Emotional Product Positioning? There’s More to Positioning Than Just Features and Benefits (with Vijay Mahajan) Synthesizing New Ideas for New Product DevelopmentNew-Product Diffusion From Theory to Practice (with Vijay Mahajan and Eitan Muller)Issues and Opportunities in New Product Development (with Vijay Mahajan)New Product Models: Practice, Shortcomings and Desired Improvements (with Vijay Mahajan)New Product Development Process: A Perspective for Reexamination (with Vijay Mahajan)New Product Forecasting Models: Directions for Research and Implementation (with Vijay Mahajan)Marketing Hype: A New Perspective for New Product Research and Introduction (with Vijay Mahajan)Innovation Diffusion Models of New Product Acceptance: A Reexamination (with Vijay Mahajan)Generation of New Product Ideas Perspectives of Other ScholarsYoram Wind on New Products: Synthesizing New Ideas for New Product Development - Eitan Muller and Arvind RangaswamyIntroduction to Jerry Wind’s Legend Volume Article On Product Policy - Glen l. UrbanVijay Mahajan Interviews Yoram ‘Jerry’ WindMoving ForwardVolume 4: Marketing StrategyVolume Introduction: Marketing StrategyThe Contributions of Jerry Wind to Our Understanding of Marketing Strategy - David J. Reibstein Portfolio Analysis and StrategyPlanning Product Line Strategy: A Matrix Approach (with Henry J. Claycamp)Stochastic Dominance Rules for Product Portfolio Analysis (with Vijay Mahajan and John W. Bradford)Marketing Applications of the Analytic Hierarchy Process (with Thomas L. Saaty)Product Portfolio Analysis and DecisionsThe Product Planning SystemProduct Planning and the Changing EnvironmentMarketing Strategy Analysis Marketing and Business StrategyMarketing and the Other Business FunctionsMarketing and Corporate StrategyMarketing Strategy: New Directions for Theory and Research (with Thomas S. Robertson)Preemptive StrategiesCustomerization: The Next Revolution in Mass Customization (with Arvind Rangaswamy)Marketing as an Engine of Business Growth: A Cross-Functional PerspectiveEmpirical Generalizations in Marketing (with Frank M. Bass)Marketing Strategy Models (with Gary L. Lilien) The Future of MarketingConvergence Marketing (with Vijay Mahajan)Challenging the Mental Models of MarketingThe Network Imperative: Community or Contagion? (with Paul Kleindorfer) International MarketingComparative Methodology and Marketing Theory (with Susan Douglas)Old-Line Manufacturing Needs Better Marketing Perspectives of Other ScholarsJerry Wind’s Contributions To Marketing Strategy - George S. DayJerry Wind’s Contributions to Empirical Generalizations in Marketing - Dominique M HanssensJerry Wind: The Tale of a Marketing Strategy Legend - Christine MoormanDavid Reibstein Interviews Yoram ‘Jerry’ WindA conversation with Jerry WindVolume 5: Market SegmentationVolume Introduction: Yoram WindResearch on Market Segmentation - David R. Bell Segmentation Strategy as a Driver of Business StrategyInterproduct Household Loyalty to Brands (with Ronald E. Frank)Going to Market: New Twists for Some Old TricksIssues and Advances in Segmentation ResearchRisk Return Approach to Product Portfolio Strategy (with Richard N. Cardozo) Segmentation Analytics and Implementation of Segmentation SchemesA New Procedure for Concept EvaluationAnalytic Hierarchy Process for Generation and Evaluation of Marketing Mix Strategies (with Elizabeth F. Dunn)Product-Marketing Planning Models: Concepts, Techniques, and Needed DevelopmentA Model for the Analysis of Asymmetric Data in Marketing Research (with Richard A. Harshman, Paul E. Green and Margaret E. Lundy)An Empirical Comparison of Standardized Portfolio Models (with Vijay Mahajan and Donald J. Swire) Segmentation as a General PrincipleImplications for Marketing Management of the Buyclass Framework (with Patrick J. Robinson)An Organizational Buying Behavior Model (with Frederick E. Webster)Implications for Marketing Strategy (with Frederick E. Webster)Toward Empirical Generalizations on Industrial Market Segmentation (with Robert J. Thomas)Industrial Product Diffusion by Market Segment (with Thomas S. Robertson and Cynthia Fraser)Market Segmentation (with David R. Bell) Customer-Driven Segmentation and Self-Selection to Segments of OneCustomerization: The Next Revolution in Mass Customization (with Arvind Rangaswamy)The Centaur Awakens (with Vijay Mahajan and Robert Gunther)Convergence Marketing Strategies (with Vijay Mahajan and Robert Gunther)A Marketing Perspective for Competitive StrategyGot Emotional Product Positioning? There’s More to Positioning Than Just Features and Benefits (with Vijay Mahajan) Perspectives of Other ScholarsJerry Wind, Market Segmentation, and Marketing - Jehoshua EliashbergA Tribute to Jerry Wind - Sunil GuptaJerry Wind, B2B Segmentation, and the Ten Commandments Syndrome - Gary LilienDavid R. Bell Interviews Yoram ‘Jerry’ WindSegmentation Strategy as Business Strategy: Implementation, Context, and TrendsVolume 6: Global MarketingVolume Introduction: Research on Global Marketing - Arun K. Jain Understanding Globalization of the MarketplaceThe Myth of Globalization (with Susan P. Douglas)Environmental Factors and Marketing Practices (with Susan P. Douglas)On the Meaning of Comparison: A Methodology for Cross-Cultural Studies (with Susan Douglas)Cross Cultural Analysis of Consumer BehaviorSome Issues in International Consumer Research (with Susan Douglas)Comparative Consumer Research: The Next Frontier? (with Susan P. Douglas) Identifying Global Market OpportunitiesInternational Market Segmentation (with Susan P. Douglas)Selection of Global Target Markets: A Decision Theoretic Approach (with Susan Douglas and Patrick Le Maire)Multinational Tradeoff Segmentation (with Patrick J. Robinson) Implementing Global Marketing StrategiesGuidelines for Developing International Marketing Strategies (with Susan P. Douglas and Howard V. Perlmutter)Research for Multinational Product PolicyInternational Portfolio Analysis and Strategy: The Challenge of the 80s (with Susan DouglasDeveloping Marketing Expert Systems: An Application to International Negotiations (with Arvind Rangaswamy, Jehoshua Eliashberg and Raymond R. Burke) Window to the FuturePace-Setting 21st Century Enterprises: A Glimpse of What Might Emerge (with Robert Holland, Alfred P. West, Jr., and Robert Gunther)Marketing Strategy in the Global Information AgeNetwork Orchestration for a Flat World: Preparing for a Future of “Defining Moments” at Li & FungThe Invisible Global Market (with Vijay Mahajan and Marcos V. Pratini De Moraes)Targeting Global Markets: Guidelines to Meet the Marketing ChallengeThe Globalization of Management Education: Options, Trade Offs, and an Agenda for Implementation (with Barbara S. Thomas) Perspectives of Other ScholarsYoram Jerry WindA Commentary on His Work in Global Marketing Opportunities - Roger J. CalantoneSetting the Path: Reflections on Yoram (Jerry) Wind’s Contributions to Global Marketing - C. Samuel CraigJerry Wind’s Window to the Future - Johny K. JohanssonJerry Wind: The Global Marketing Scholar - Roger A. LaytonArun K. Jain Interviews Yoram (Jerry) WindVolume 7: Marketing Research and ModelingVolume Introduction: Jerry Wind’s Contributions to Market Research and Modeling - Vithala R. RaoExperimentation as a Marketing Research ToolMarketing by ExperimentMultivariate Analysis of Variance in Research on the Effectiveness of TV Commercials (with Joseph Denny)Assessing the Impact of Patent Infringement on New Product Sales (with Vijay Mahajan and Subhash Sharma) Preference Measurement (Conjoint Analysis)New Way to Measure Consumers’ Judgments (with Paul E. Green)Conjoint Analysis of Price Premiums for Hotel Amenities (with Stephen M. Goldberg and Paul E. Green)Thirty Years of Conjoint Analysis: Reflections and Prospects (with Paul E. Green and Abba M. Krieger)Buyer Choice Simulators, Optimizers, and Dynamic Models (with Paul E. Green and Abba M. Krieger)Marketing Research in the Courtroom: A Case Study Shows How Analytical Methods Can Be Applied to the Law (with Abba M. Krieger and Paul E. Green) Application of Econometric MethodsA Customized Market Response Model: Development, Estimation, and Empirical Testing (with Vithala R. Rao and Wayne S. De Sarbo)A Friction Model for Describing and Forecasting Price Changes (with Wayne S. De Sarbo, Vithala R. Rao, Joel H. Steckel and Richard Colombo) M ultivariate Data Analysis MethodsBehavioral Methods (with Vithala R. Rao and Paul E. Green)Marketing and Social Networks (with Phipps Arabie)Analyzing Free-Response Data in Marketing Research (with Paul E. Green and Arun K. Jain) Product Positioning and Market SegmentationSegmentation: Accomplishments, Issues and Challenges of the Global Information AgeProduct Positioning: An Application of Multidimensional Scaling (with Patrick J. Robinson)Overlapping Clustering: A New Method for Product Positioning (with Phipps Arabie, J. Douglas Carroll and Waybe De Sarbo)The Perception of a Firm’s Competitive Position Other ApproachesHigher Order Factor Analysis in the Classification of Psychographic Variables (with Paul E. Green and Arun K. Jain)Analytical Approach to Marketing Decisions in Health-Care Organizations (with Lawrence K. Spitz)A Knowledge-based System for Advertising Design (with Raymond R. Burke, Arvind Rangaswamy and Jehoshua Eliashberg) Perspectives of Other ScholarsReflections on the Contributions of Professor Jerry Wind to Marketing Research and Modeling - Naresh K. MalhotraNew Way to Measure Consumers’ Judgments - Howard R. MoskowitzJerry Wind: A Man Ahead of His Time - Joel H. SteckelVithala R. Rao Interviews Yoram (Jerry) WindVolume 8: The Future of MarketingVolume Introduction: Jerry Wind on the Future of MarketingTracing the Evolution of His Thinking - George S. Day Perspectives on Marketing’s Role in the OrganizationThe Marketing Concept Revisited: A Decade Recap of Its Development and Meaning (with Thomas F. Schutte)Marketing and the Other Business FunctionsThe Marketing ChallengeSymbiotic Innovation: Getting the Most Out of Collaboration (with Robert J. Thomas)Marketing Oriented Strategic Planning ModelsOn the Identification of Frontier Issues in Multinational Marketing (with Howard Perlmutter)The Ten Commandments of Marketing Forces for ChangeMarketing in the Year 2000The Challenge of Digital Marketing (with Vijay Mahajan)Challenging the Mental Models of MarketingDon’t Walk In, Just Log In! Electronic Markets and What They Mean for Marketing (with Arvind Rangaswamy)Significant Issues for the Future: Some Additional Perspectives (with Blair Little, Knut Holt, Derek E. Till and Christopher A. Voss)The Customer’s Demands (with Jeremy Main) Rethinking the Role of MarketingA Plan to Invent the Marketing We Need TodayRethinking Marketing: Peter Drucker’s ChallengeIs Marketing Academia Losing Its Way? (with David J. Reibstein and George Day)Absorbing the Customer (with Jeremy Main)The 5 C’s of Convergence Marketing (with Vijay Mahajan and Robert E. Gunther)Portfolio Orchestration: Towards a New Advertising Model (with Catherine Gardner)Toward a New Marketing Paradigm Perspectives of Other ScholarsJerry Wind: A Renaissance Man - Philip KotlerJerry Wind on the Future of Marketing - David J. ReibsteinThe Fox or the Hedgehog? - Frederick E. Webster Jr.George S. Day Interviews Yoram (Jerry) Wind