From academic research to marketing practice: Some further thoughts

JH Roberts, U Kayande, Stefan Stremersch

Research output: Contribution to journalArticleAcademicpeer-review

6 Citations (Scopus)

Abstract

In this rejoinder, we share some further thoughts that were triggered by the insightful comments of Lehmann and Winer, and address some concerns expressed by them. We argue that our work can be interpreted using two different reference points, leading to an optimistic view or a more pessimistic one. We also advance a number of strategies for those in our field who aspire to influence the decisions that managers actually make.
Original languageEnglish
Pages (from-to)144-146
Number of pages3
JournalInternational Journal of Research in Marketing
Volume31
Issue number2
DOIs
Publication statusPublished - 2014

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