KOS Marketing Research Camp

KOS Marketing Research Camp

“KOS Marketing Research Camp” Takes Place on Özyeğin University Çekmeköy Campus on May 22, 2015

KOS Marketing Research Camp annually brings together leading marketing scholars in Turkey to exchange ideas and to discuss current issues as well as challenges in marketing research. The camp is open to all marketing researchers, scholars, undergraduate and graduate students as well as anyone interested in latest research in marketing.
Sabancı University, Koç University and Özyeğin University take turns each year to organize the camp, and this year it is hosted by Özyeğin University on the Çekmeköy Campus on May 22, 2015. The camp will provide a multi-topical forum for scholarly presentations, discussions, and collaborations on marketing with morning and afternoon sessions.
The camp will feature Prof. Koen Pauwels (Özyeğin University), Associate Professor Skander Esseghaier (Koç University), Assistant Prof. Prabirendra Chatterjee (Sabancı University), Xiaohan Hannah Wen (PhD Student at Koç University), Burcu Sezen (PhD student at Özyeğin University).

Date     : May 22, 2015
Venue : Özyeğin University Çekmeköy Campus / Room G16

PROGRAM

09:00-09:30        : Departure of Shuttles from Altunizade To Çekmeköy
09:30-10:00        : Small Breakfast
10:00-10:45        : Should firms always invest in corporate social responsibility?
                              Whether, when and how? (Prabirendra Chatterjee  - Sabancı University)
10:45-11:30        : Crowdfunding Success and New Product Launch Delay
                              (Xiohan Hannah Wen – Koç University) 
11:30-11:45        : Coffee Break 
11:45-12:30        : Super Hero or Super-Saturation?
                              Movie product placement and advertising sales effects (Koen Pauwels – Özyeğin University)
12:30-1:30           :  Lunch
1:30-2:15             :  Value-added re-sellers participation in the design of a firm’s new 
                            generations of products? (Skander Esseghaier – Koç University)
2:15 – 2:30          :  Break
2:30 – 3:15          : The Future of Brand Architecture: Could Unleashing the Power of the  
                              Master Brand be undermined by Cannibalization?
                             (Burcu Sezen – Özyegin University)
3:15 -                    : Coffee & Conversation at Caffé Nero
 
For more information and participation, contact Beyhan Özçınar.
beyhan.ozcinar@ozyegin.edu.tr

ABSTRACTS

PRABIRENDRA CHATTERJEE

Should firms always invest in corporate social responsibility? Whether, when and how?
 
Firms in various markets such as health care, financial services, software, consumer goods etc. spend significant amount of money on corporate social responsibility (CSR) activities. The literature suggests that consumers take into consideration firms' CSR activities when making purchase decisions and this leads to either an increase in willingness to pay or an increase in purchase intention. Unfortunately, notwithstanding its strategic benefits, the empirical findings regarding the impact of CSR on firms' financials are mixed. In this paper we explore when and why investing in CSR can have positive or negative impact on firm's profitability. In doing so we model two types of CSR (i.e., company ability relevant CSR (CSR-CA) and company ability irrelevant CSR (CSR-NCA)) and allow firms to choose which one to pursue if they decide to invest in CSR, and incorporate the indirect effect of CSR through contrast effect (that can be positive or negative) on consumers' utility, which has been ignored by the extant literature. Our analysis reveals the conditions under which it is optimal to invest in CSR and of what type. Then, we extend our analysis by investigating whether being the first mover in investing in CSR increases the profitability and whether competitively advantaged (disadvantaged) firm benefits more from CSR.

XIOHAN HANNAH WEN

Crowdfunding Success and New Product Launch Delay
 
Based on the principle of persuading multiple individuals to invest (small) amounts of money, crowdfunding has become a popular mechanism to overcome funding problems that have arisen from the credit crunch and global economic crisis. Besides seeking financial support, many entrepreneurs and companies consider crowdfunding as an opportunity to involve potential customers during their new product development (NPD) process and give these customers the opportunity to pre-order. However, prior research has ignored a dark side of crowdfunding: many successfully crowdfunded projects have incurred significant launch delay, leading to disgruntled customers. Drawing on a dataset of 350 successfully crowdfunded Kickstarter projects, this paper explores when crowdfunding backfires on developers by resulting in a new product launch delay. The results provide insights on crowdfunding project design. 

KOEN PAUWELS

Super Hero or Super-Saturation? Movie Product Placement And Advertising Sales Effects
 
Since the end of the 1980s and the huge success of Reese’s Pieces in E.T. product placements have become a frequently used communication tool. Faced with decreasing effectiveness of product placements, companies aim to integrate them into the marketing mix. However, so far it largely remains unclear how product placements interact with traditional communication tools like advertising. On the one hand, advertising and product placements may re-enforce each other. On the other hand, consumers may perceive such combined actions as haunting and hence react more negatively (super-saturation). This study is the first one to examine the dynamic interaction between product placements and advertising. Controlling for different levels of product placement the study examines the dynamic impact of product placement and advertising on sales. As results reveal a super-saturation effect, the study continues to investigate whether it is better to advertise before or after a product placement.
 

SKANDER ESSEGHAIER

Value-Added Resellers Participation in the Design of a Firm’s New Generations of Products?
 
Many firms like software developer SAP rely on key value-added resellers to market their products. When designing the new generation of the product, these resellers can be a valuable source of information. They hold valuable insights about which attributes to integrate and in what form; which functionalities to add and at what level of performance. Their participation in the co-design of the new generation of the product depends on both the firm willingness to invite its reseller, and the reseller willingness to accept the invitation. If pooling information across participants in the co-design process improves the product and enhances its future demand, then the incentive to invite (for the firm) and to accept to participate (for the resellers) is obvious. Less obvious, however, is the disincentive to invite (for the firm) and to participate (for the resellers). In this research, we identify such a disincentive, which we call the “signal effect.” We analyze the trade-off that the firm and its value-added resellers face with respect to invitation and participation. An analytical model is developed. We identify three key variables that influence the participation outcome: (1) the expected size of the demand-enhancement that would result from a reseller’s participation; (2) the degree of uncertainty about this demand-enhancement; and (3) the degree of « service differentiation » between the value-added resellers. We identify three possible outcomes that can arise depending on these three variables: (i) the firm does not invite any of its resellers (no participation); (ii) the firm invites its resellers, but only some of them choose to participate (partial participation); (iii) the firm invites its resellers, and all of them choose to participate (full participation).
 

BURCU SEZEN

The Future of Brand Architecture: When Does Cannibalization Undermine the Power of the Master Brand?
 
More and more companies are moving towards corporate branding – even traditional House-of-Brand giants such as Procter & Gamble and Unilever. However, leveraging the corporate brand also entails risks, such as lower differentiation between the brands in the corporate’s portfolio, and thus higher cannibalization.   This study looks at the impact of different brand architectures on the rates of cannibalization when shocked by marketing interventions such as non-price and price promotions and new brand introductions. We analyze attenuating factors of this cannibalization impact, including product feature similarity within the portfolio and brand breadth.  The research employs the seemingly-unrelated regression method to decompose cannibalization effects intra-portfolio using the Academic Dataset of IRI, encompassing store sales data covering 6 years of product sales, pricing, and promotion data for all items sold in 47 U.S. markets for 30 product categories.