Marketing

An Empirical Model of Drug Detailing: Dynamic Competition and Policy Implications

Posted on by Nancy White

Management Science, forthcoming

Hongju Liu. Co-authors: Qiang Liu, Sachin Gupta, and Sriram Venkataraman

Although the pharmaceutical industry is mainly driven by innovation, it spends an enormous amount of money on marketing. Among various marketing vehicles, detailing – personal selling through representatives – accounts for the single largest expenditure. The vast amount of detailing spending in the pharmaceutical industry has drawn the attention of the public and of policy makers. As a result, the practice of detailing in the marketing of prescription drugs is undergoing significant changes. Continue Reading

How Competitor Brand Names Affect Within-Brand Choices

Posted on by Nancy White

Marketing Letters (forthcoming)

Kunter Gunasti and Berna Devezer

In a recent research forthcoming at Marketing Letters, Dr. Gunasti and his co-author show that consumer choices among different models of a brand name can be affected by exposure to a competitor brand name that forms an incidental trend with the numbers in the focal brand names. For instance, a consumer shopping for a Mercedes and trying to choose between a Mercedes C330 vs. C340 can be exposed to a competitor brand such as a BMW 320i, which increases the chances that he will leave the store with the higher number focal brand Mercedes C340. Although the competitor brand is not even available to choose and it is not considered, its mere presence seems to affect consumers’ focal choices.Continue Reading

Research Seminar with Caglar Igmak, University of Miami

Posted on by Nancy White

On the invitation of the Marketing Department, Professor Caglar Irmak from the University of Miami gave a research seminar titled, “Merely Available: Products May Be Effective without Actual Consumption” on Friday, April 3. This research shows that providing people with access to a relevant product, without them actually using it, can enhance their performance. For example, participants with access to coffee were faster at a reaction-time task than those without access to coffee. Continue Reading

Time to Flex

Posted on by Melissa Ferrigno

Giving Workers More Control of Their Time May Be Good for All

Rep-Am.com – When she first began working there 15 years ago, Beekley Corp. in Bristol was a fairly traditional company. “We were of the mind that everybody needed to be here, 9 to 5,” said Maureen O. Gallo, vice president of human assets and operational excellence at the medical supply company. But when the company began asking its employees what it could do to make them perform at their highest level, one fact was clear: They wanted flexibility.

Research Seminar with Ting Zhu, University of British Columbia

Posted on by Nancy White

On the invitation of the Marketing Ph.D. students, Professor Ting Zhu from the University of British Columbia gave a research seminar about “Can Price Matching Defeat Showrooming?” on Friday, April 17th. This research studies the impact of Best Buy’s recent price-matching policy on the price competition between Best Buy and Amazon. Specifically, she examines whether the policy can defeat consumers’ showrooming behavior. Data indicate that both Best Buy and Amazon adjusted prices in the same directions. Continue Reading

Marketing Students Recognized at Awards Reception

Posted on by Nancy White
Fodor Family Scholarship
Pictured, L to R: Alvaro Chavez, Sally and John Fodor, Immanuella Anagu

The annual Marketing Awards Reception recognizes students who have surpassed expectations in the marketing department. The reception, which took place in the Alumni Center on April 27, presented 51 students with certificates for outstanding and honors scholars, various scholarships, and a concentration in Professional Sales Leadership and/or Digital Marketing & Analytics. Students mingled with parents, faculty, corporate sponsors, and scholarship sponsors – John ’85 and Sally Fodor, Fodor Family Scholarship and Stewart ’80 and Pamela Lander, Lander Family Scholarship and Alumnus of the Year – for appetizers in the Sports Museum, and then sat down for dinner and awards in the Great Hall.Continue Reading

Kevin McEvoy Awarded Best Session Paper

Posted on by Nancy White

Assistant Professor in-Residence of Marketing, Kevin McEvoy, received a Session Best Paper Award for his presentation of The Toolbox-An Innovation Connecting Marketing Education and Practice, at the Academy of Business Research Conference held New Orleans in March. He also served as session chair. The Academy of Business Research ​is an international society of scholars and practitioners who exchange ideas and collaborate in all areas of business and business education.Continue Reading

UConn Has Reception for Grads in Waterbury

Posted on by Melissa Ferrigno

Degrees Completed at Brass City Branch

Rep-Am.com – Professor William Ryan, left, with UConn’s School of Business, hands a certificate to graduate Richard Coore. The student was recognized for three majors: Business Administration, Human Development & Family Studies, and Psychology. UConn Waterbury held it’s senior reception Friday night at the downtown campus.

Marketing Scholars Address “Research Mobile Marketing”

Posted on by Nancy White
Adam Brasel, David Bell, Andrew Stephen, and Sam Ransbotham at the 2015 Voya Colloquium.
Adam Brasel, David Bell, Andrew Stephen, and Sam Ransbotham

The Marketing Department hosted the 2015 VOYA Global Colloquium, Research Mobile Marketing on April 10. The colloquium provides the great opportunity for researchers to gather and discuss research in the growing areas of social media, mobile marketing, and digital analytics. Faculty and Ph.D. students along with the vice president for Voya Financial Services enjoyed a day of presentations from some of the most distinguished scholars in marketing: David Bell, Adam Brasel, Sam Ransbotham and Andrew Stephen.Continue Reading

Creating a Better World

Posted on by Claire Hall
Duo photo of John Elliott and Jeff Brown from the Social Enterprise Conference.
Pictured L to R: School of Business Dean John Elliott and Jeff Brown, EVP at Newman’s Own Foundation.

Mission-Focused Businesses Subject of Recent Conference

Business partners Spencer Curry and Kieran Foran go to work at their FRESH Farm Aquaponics business in South Glastonbury every day, believing they’re one step closer to solving world hunger.

When Justin Nash was a Captain in the U.S. Army in Afghanistan, his soldiers looked to him for guidance. Now a civilian, he’s using those leadership traits at Til Duty is Done, an organization he created which seeks to provide housing, employment training and career opportunities for returning veterans. Til Duty is Done, Nash said, gives him a renewed sense of purpose.Continue Reading