Center for Advanced Management
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Sprachumschaltung

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Inhaltsbereich

Prof. Abbie Griffin (University of Utah)

Programm 1

Datum: 26. April 2019

Zeit: 09.30 - 11.00 Uhr

Ort: Ludwigstraße 28 (VG), 211b

Titel: New product performance advantages for extending large, established consumer packaged goods (CPG) brands

Abstract

In this research we investigate how the current size and structure of a branded product portfolio impacts new product performance, testing the long standing proposition that extending the firm’s brand and product portfolio too far is a dangerous proposition that may damage the market performance of the firm’s new product launches.

Design/Methodology/Approach
Aspects associated with brand size and structure that may impact new product performance are operationalized along two key dimensions: (1) within-category (scale) and (2) cross-category (scope). The impact of the brand’s scale and scope on the sales performance of newly commercialized products in the brand is empirically investigated in the context of fast moving consumer goods. Over 2,000 new products launched in 2009 and 2010 across 31 food and non-food product categories in the United States are included in the regression-based analysis.

Findings
We find strong evidence that brands with broader within-category scale and cross-category scope overall are associated with more successful new product introductions and that these influences generally are driven more by increased product trial than by repeat or persistence. We argue that the higher new product performance observed for more established and proliferated brands may be attributed to advantages of firm product development abilities and product acceptance by the marketplace.

Originality/Value
The current results serve to temper the strong cautions set forth in much of the marketing literature about the dangers of overextending the firm’s brand and product portfolio. These results also suggest that future research be conducted to further understand more nuanced implications of how best to grow the scale and scope of the firm’s brand and product portfolio.

Programm 2

Part 1

Datum: 7. Mai 2019

Zeit: 13.00 - 17.00 Uhr

Ort: Schackstraße 4, 314

Part 2

Datum: 8. Mai 2019

Zeit: 09:00 - 13:00 Uhr

Ort: Veterinärstraße 5, Remise (Gartenhaus im Innenhof)

Titel: How to do an Effective Peer Review for Leading Journals

Abstract

Peer reviewing is an essential component of the academic research process. As noted by Tsang (2013), “A competent, well-crafted review provides constructive comments that help authors to strengthen their paper, regardless of whether the paper is eventually accepted for publication” (Tsang, 2013, p. 168). Unfortunately, most PhD students and junior faculty have not received formal training in how to do an effective peer review: they learn by the trial and error of doing or by working with their advisor who is likely to be an experienced reviewer, though not necessarily a good one (Tsang and Frey, 2007; Smith, 2006). Raelin (2008) argues that more workshops on crafting peer reviews should be conducted for early-stage academics. As a recent former Editor (Gloria Barczak) and Associate Editor (Abbie Griffin) for the Journal of Product Innovation Management, we know how important thoughtful and constructive reviews are to the research process. We are also aware of the difficulties Editorial Teams face in getting reviewers to respond and to fulfill their obligation to provide a quality review in a timely manner.

This workshop is designed to provide an interactive experience for young researchers to enhance their skill at delivering high quality, professional, and constructive reviews to academic peers. The workshop will be divided into two parts. The first part will cover why reviewing is important and needed, principles of reviewing (what we call the 5 R’s), and expected content for each major section of a research paper. The second part of the workshop will focus on soliciting critiques from participants of manuscript excerpts (provided prior to the workshop) reflecting the various major sections of a paper. Participants will be asked to indicate how they would write up their specific comments to the authors.”

ACHTUNG: Teinahme am zweitägigen Workshop nur nach vorheriger Anmeldung unter iim@bwl.lmu.de