Implementing Changes in Marketing Strategy: The Role of Perceived Outcome- and Process-Oriented Supervisory Actions

This study investigates the role of supervisors in implementing changes in marketing strategy. The authors propose that perceptions of outcome-oriented supervisory actions influence salespeople\u27s primary appraisals of a strategic change (i.e., whether the change will affect them) and that perceptions of process-oriented supervisory actions influence salespeople’s secondary appraisals (i.e., whether they can cope with the impact of the change on them). The results from a study of 828 salespeople in 204 branches of a large distributor of industrial goods provide evidence that perceived outcome risk containment and outcome reward emphasis enhance primary appraisals, whereas perceived process risk containment and process reward emphasis enhance secondary appraisals. In turn, the authors find that salespeople\u27s primary and secondary appraisals influence their change implementation behaviors, leading to successful change implementation. Notably, they also find that (outcome and process) risk containment has a greater influence on appraisals of salespeople with a higher performance orientation, but the effects of (outcome and process) reward emphases are invariant across salespeople’s performance orientation. The findings suggest that successful implementation of strategic change may depend not merely or even primarily on giving rewards to salespeople for implementing change but also on limiting salespeople\u27s risks and recognizing them for their change-related efforts

Does Brand Licensing Increase a Licensor's Shareholder Value?

This study examines 171 brand licensing announcements and subsequent changes in the licensor firms' shareholder values using the event study method. We find that although brand licensing announcements lead to positive abnormal returns on average, nearly 44% of the announcements in our sample are followed by negative abnormal returns. We argue that investors react more favorably to a brand licensing announcement when they believe (i) the brand has greater ability to stimulate licensee product sales (and thus generate higher royalties for the licensor) and (ii) the licensor firm has greater ability to limit licensee opportunism (and thus limit brand dilution and its adverse effect on sales of other products marketed under the brand name). In line with our hypotheses related to a brand's ability to stimulate licensee product sales, the study's findings suggest that investors react more favorably to announcements involving brands with greater brand fit and greater brand breadth. However, investors appear to react less favorably to announcements involving brands with higher advertising investments. In line with our hypotheses related to a licensor firm's ability to limit licensee opportunism, the study's findings suggest that investors react more favorably to announcements involving larger licensors; however, investors' reactions do not appear to be influenced by licensor firms' licensing experience. This paper was accepted by Pradeep Chintagunta, marketing. </jats:p

Physiological and Proteomic Analysis of the Rice Mutant cpm2 Suggests a Negative Regulatory Role of Jasmonic Acid in Drought Tolerance

It is widely known that numerous adaptive responses of drought-stressed plants are stimulated by chemical messengers known as phytohormones. Jasmonic acid (JA) is one such phytohormone. But there are very few reports revealing its direct implication in drought related responses or its cross-talk with other phytohormones. In this study, we compared the morpho-physiological traits and the root proteome of a wild type (WT) rice plant with its JA biosynthesis mutant coleoptile photomorphogenesis 2 (cpm2), disrupted in the allene oxide cyclase (AOC) gene, for insights into the role of JA under drought. The mutant had higher stomatal conductance, higher water use efficiency and higher shoot ABA levels under severe drought as compared to the WT. Notably, roots of cpm2 were better developed compared to the WT under both, control and drought stress conditions. Root proteome was analyzed using the Tandem Mass Tag strategy to better understand this difference at the molecular level. Expectedly, AOC was unique but notably highly abundant under drought in the WT. Identification of other differentially abundant proteins (DAPs) suggested increased energy metabolism (i.e., increased mobilization of resources) and reactive oxygen species scavenging in cpm2 under drought. Additionally, various proteins involved in secondary metabolism, cell growth and cell wall synthesis were also more abundant in cpm2 roots. Proteome-guided transcript, metabolite, and histological analyses provided further insights into the favorable adaptations and responses, most likely orchestrated by the lack of JA, in the cpm2 roots. Our results in cpm2 are discussed in the light of JA crosstalk to other phytohormones. These results together pave the path for understanding the precise role of JA during drought stress in rice

Introduction to the Journal ofMarketing 75th Anniversary Special Section

To celebrate the 75th anniversary, this issue of JM includes a section consisting of articles of a special nature. 1 An anniversary is a time for celebrating the past; it is also a time to reflect on the future of the discipline and what we can do to make it even brighter. With this in mind, a key theme underlying the contributions in this special section is a focus on the future. Most of the articles offer important insights into strengthening scholarship in the discipline. A few focus on substantive areas that are ripe for generating new insights. Each author writes on a topic about which he or she is extremely knowledgeable and feels passionately. Many thanks are due to the authors of these articles for their contributions. I provide a brief overview of each article and encourage you to read for yourself the insights each offers. Notably, this year also marks the 50th Anniversary of the Marketing Science Institute (MSI), an exemplary