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2009 Winner of the Jan-Benedict E.M. Steenkamp Award for Long-Term Impact
Intern. J. of Research in Marketing 26 (2009) vi
Contents lists available at ScienceDirect
Intern. J. of Research in Marketing j o u r n a l h o m e p a g e : w w w. e l s ev i e r. c o m / l o c a t e / i j r e s m a r
Announcement
2009 Winner of the Jan-Benedict E.M. Steenkamp Award for Long-Term Impact
The European Marketing Academy (EMAC) and the International Journal of Research in Marketing (IJRM) established in 2008 the JanBenedict Steenkamp Award for Long-Term Impact. The award, named after Jan-Benedict E.M. Steenkamp, currently Knox Massey Distinguished Professor of Marketing and Area Chair of Marketing at the Kenan-Flagler Business School of the University of North Carolina, is being given annually to the most exceptional contribution in academic marketing research, published in IJRM, which have demonstrated long-term impact. EMAC and IJRM are pleased to announce the 2009 inaugural winner of the Steenkamp Award: Peter S. H. Leeflang, Dick R. Wittink, Competitive reaction versus consumer response: Do managers overreact?, IJRM Vol. 13 (2), 1996, pages 103–119. Abstract: We study the relationship between competitive reaction elasticities and cross- and own-market share elasticities. Prescriptions derived from economic theory indicate that the product of the reaction elasticity and the own market share elasticity equals the cross market share elasticity, if managers aim to maintain their brands' market shares. We develop a framework that consists of all possible combinations of (dichotomized) cross market share-, competitive reaction- and own-market share effects. This framework can be used by managers as a decision-making tool. We argue that managers should react to changes in marketing activities for other brands only if those changes have nonzero effects on their own brands' market shares. We show that managerial practice deviates from these normative implications, resulting in under- and overreaction effects to competitors' marketing activities. Our empirical results suggest that overreaction effects occur more frequently than underreaction effects. Finalists:
• Shlomo Kalish, Vijay Mahajan, Eitan Muller, Waterfall and sprinkler new-product strategies in competitive global markets, IJRM Vol. 12 (2), 1995, pages 105–119. • Peter S. H. Leeflang, Dick R. Wittink. Competitive reaction versus consumer response: Do managers overreact?, IJRM Vol. 13 (2), 1996, pages 103–119. • Hans Baumgartner, Christian Homburg, Applications of structural equation modeling in marketing and consumer research: A review, IJRM Vol. 13 (2), 1996, pages 139–161. • Inge Geyskens, Jan-Benedict E. M. Steenkamp, Lisa K. Scheer, Nirmalya Kumar, The effects of trust and interdependence on relationship commitment: A trans-Atlantic study, IJRM Vol. 13 (4), 1996, pages 303–317.
Selection Procedure: A 3-member Award Committee, formed by the IJRM editors and the EMAC VP of Publications, managed the nomination and selection procedure. For this year, the committee is composed of Peter Danaher (chair), Peter Verhoef, and Russell Winer. The following criteria were used to determine the winning paper: (1) the paper’s ISI citations; (2) the votes it receives from the IJRM Editorial Board (from two rounds of voting), and (3) the paper’s quality, as assessed by the award committee’s in-depth reading of the paper. Papers eligible for the Steenkamp Award are those published in IJRM 10 to 15 years prior to the year the award is being presented. For 2009, these are papers from 1994 to 1999. Nominations were first solicited from EMAC members and IJRM Board members, which resulted in 42 papers being nominated. These 42 papers, with their ISI and Google Scholar citations up to January 2009, formed the first-round ballot from which IJRM Board members voted for up to 5 papers. The eleven (11) papers with the most votes then formed the shortlist for the secondround of voting in which IJRM Board members chose only one (1) paper. Four (4) papers emerged as leading contenders from this final round of voting. The award committee members then ranked each of the 4 finalist papers in terms of the 3 criteria named above. This year’s winning paper by Leeflang and Wittink was a clear favorite in terms of the Award Committee rankings, and it also received the most votes in the second round of voting by IJRM Board members. From the Award Committee: Motivation for the Winning Paper “Of course, all the final four papers are excellent papers, as are those which were nominated. What set the winning paper apart from the rest was that it uses empirical data to test economic theory. Briefly, economic theory dictates that a brand’s reaction elasticity multiplied by its own market share should equal the cross market share elasticity. Leeflang and Wittink tested this theory using weekly scanner data and an econometric model. They found that managers react more frequently than they should to the price promotions of competing brands. The appeal of the paper is that it sets normative standards based on theory then sets about to see what happens in the actual marketplace. The use of theory enabled Leeflang and Wittink to methodically hypothesize anticipated competitive reactions and then compare these with the observed market activity. The paper also has important managerial implications and extends into marketing strategy, making it a groundbreaking research study fully deserving of this award. As we all know, sadly, Dick Wittink passed away several years ago. It is, therefore, another great tribute to his memory. The Award Committee congratulates the authors on this fine piece of research.”
Contents lists available at ScienceDirect
Intern. J. of Research in Marketing j o u r n a l h o m e p a g e : w w w. e l s ev i e r. c o m / l o c a t e / i j r e s m a r
Announcement
2009 Winner of the Jan-Benedict E.M. Steenkamp Award for Long-Term Impact
The European Marketing Academy (EMAC) and the International Journal of Research in Marketing (IJRM) established in 2008 the JanBenedict Steenkamp Award for Long-Term Impact. The award, named after Jan-Benedict E.M. Steenkamp, currently Knox Massey Distinguished Professor of Marketing and Area Chair of Marketing at the Kenan-Flagler Business School of the University of North Carolina, is being given annually to the most exceptional contribution in academic marketing research, published in IJRM, which have demonstrated long-term impact. EMAC and IJRM are pleased to announce the 2009 inaugural winner of the Steenkamp Award: Peter S. H. Leeflang, Dick R. Wittink, Competitive reaction versus consumer response: Do managers overreact?, IJRM Vol. 13 (2), 1996, pages 103–119. Abstract: We study the relationship between competitive reaction elasticities and cross- and own-market share elasticities. Prescriptions derived from economic theory indicate that the product of the reaction elasticity and the own market share elasticity equals the cross market share elasticity, if managers aim to maintain their brands' market shares. We develop a framework that consists of all possible combinations of (dichotomized) cross market share-, competitive reaction- and own-market share effects. This framework can be used by managers as a decision-making tool. We argue that managers should react to changes in marketing activities for other brands only if those changes have nonzero effects on their own brands' market shares. We show that managerial practice deviates from these normative implications, resulting in under- and overreaction effects to competitors' marketing activities. Our empirical results suggest that overreaction effects occur more frequently than underreaction effects. Finalists:
• Shlomo Kalish, Vijay Mahajan, Eitan Muller, Waterfall and sprinkler new-product strategies in competitive global markets, IJRM Vol. 12 (2), 1995, pages 105–119. • Peter S. H. Leeflang, Dick R. Wittink. Competitive reaction versus consumer response: Do managers overreact?, IJRM Vol. 13 (2), 1996, pages 103–119. • Hans Baumgartner, Christian Homburg, Applications of structural equation modeling in marketing and consumer research: A review, IJRM Vol. 13 (2), 1996, pages 139–161. • Inge Geyskens, Jan-Benedict E. M. Steenkamp, Lisa K. Scheer, Nirmalya Kumar, The effects of trust and interdependence on relationship commitment: A trans-Atlantic study, IJRM Vol. 13 (4), 1996, pages 303–317.
Selection Procedure: A 3-member Award Committee, formed by the IJRM editors and the EMAC VP of Publications, managed the nomination and selection procedure. For this year, the committee is composed of Peter Danaher (chair), Peter Verhoef, and Russell Winer. The following criteria were used to determine the winning paper: (1) the paper’s ISI citations; (2) the votes it receives from the IJRM Editorial Board (from two rounds of voting), and (3) the paper’s quality, as assessed by the award committee’s in-depth reading of the paper. Papers eligible for the Steenkamp Award are those published in IJRM 10 to 15 years prior to the year the award is being presented. For 2009, these are papers from 1994 to 1999. Nominations were first solicited from EMAC members and IJRM Board members, which resulted in 42 papers being nominated. These 42 papers, with their ISI and Google Scholar citations up to January 2009, formed the first-round ballot from which IJRM Board members voted for up to 5 papers. The eleven (11) papers with the most votes then formed the shortlist for the secondround of voting in which IJRM Board members chose only one (1) paper. Four (4) papers emerged as leading contenders from this final round of voting. The award committee members then ranked each of the 4 finalist papers in terms of the 3 criteria named above. This year’s winning paper by Leeflang and Wittink was a clear favorite in terms of the Award Committee rankings, and it also received the most votes in the second round of voting by IJRM Board members. From the Award Committee: Motivation for the Winning Paper “Of course, all the final four papers are excellent papers, as are those which were nominated. What set the winning paper apart from the rest was that it uses empirical data to test economic theory. Briefly, economic theory dictates that a brand’s reaction elasticity multiplied by its own market share should equal the cross market share elasticity. Leeflang and Wittink tested this theory using weekly scanner data and an econometric model. They found that managers react more frequently than they should to the price promotions of competing brands. The appeal of the paper is that it sets normative standards based on theory then sets about to see what happens in the actual marketplace. The use of theory enabled Leeflang and Wittink to methodically hypothesize anticipated competitive reactions and then compare these with the observed market activity. The paper also has important managerial implications and extends into marketing strategy, making it a groundbreaking research study fully deserving of this award. As we all know, sadly, Dick Wittink passed away several years ago. It is, therefore, another great tribute to his memory. The Award Committee congratulates the authors on this fine piece of research.”