Brand and Product Management

This paper examines optimal advertised quality, actual quality, and price for a firm entering a market. It develops a two-period model where advertised quality influences expectations, and hence trial and the gap between actual quality and expectations determines satisfaction, which in turn impacts second-period sales. In such situations a company makes a choice between advertising high quality and getting trial, but little repeat; and advertising low quality and getting low trial, but high repeat.

Managing word-of-mouth has become a significant marketing activity, as marketers try to identify opinion leaders and take advantage of the influence they wield over potential consumers.

This research examines the dynamic process of inference updating. The authors present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) update their initial inferences on the basis of the trait implications of new information. Notably, nonchronics (those for whom the trait is not accessible) also update their initial inferences, but they do so on the basis of the evaluative implications of new information.

The aim of strategy is to master a market environment by understanding and anticipating the actions of other economic agents, especially competitors. A firm that has some sort of competitive advantage--privileged access to customers, for instance--will have relatively few competitors to contend with, because potential competitors without an advantage, if they have their wits about them, will stay away. Thus, competitive advantages are actually barriers to entry and vice versa. In markets that are exposed, by contrast, competition is intense.

The author discusses his work with the Conference Board's Council on Corporate Brand Management to develop a brand scorecard for monitoring the health of a brand.

A patent only protects an innovator from others producing the same product, but it does not protect him from others producing better products under new patents. Therefore, one may divide up the source of competition facing an innovator into within-patent competition, which results from production of the same product, and betweenpatent competition, which results from production of products on other patents.

Importation of drugs into the U.S. may soon become legal. Since prices of drugs are lower in most other countries than they are in the U.S., importation would result in a decline in U.S. drug prices. The purpose of this paper is to assess the consequences of importation for new drug development.