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課程名稱 |
行銷管理研討三
Seminar on Marketing Management (Ⅲ) |
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開課學期 |
109-1 |
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授課對象 |
管理學院 國際企業學研究所 |
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授課教師 |
陳厚銘 |
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課號 |
IB8026 |
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課程識別碼 |
724 D4060 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
必修 |
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上課時間 |
星期一7,8,9(14:20~17:20) |
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上課地點 |
管二研七 |
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備註 |
限博士班
總人數上限：10人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1091IB8026_DMS2020 |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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課程概述 |
The course starts with the introduction on marketing strategy and marketing strategy theory. Next, the value of marketing strategy, marketing strategy formulation and strategy implementation, and market structure and competition are discussed. Based on the foundation of the above, the course covers marketing capabilities, brand loyalty, brand equity and brand extension. Finally, students are required to comment and present on selected journal articles under the topics related to marketing and global strategy issues. |
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課程目標 |
This is a PhD level course. The aim of the course is to provide a solid understanding of the modern theory of marketing strategy. It exposes students to the main issues in marketing strategy and marketing strategy research, and helps them critically evaluate both fundamental ideas and more recent developments. |
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課程要求 |
待補 |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
Reading List
(Note: Readings may be added or deleted during the semester)
Introduction to Marketing Strategy and Marketing Strategy Theory
1. Day, George and Robin Wensley (2002), “Marketing Strategies and Theories of the Firm,” in B.Weitz and R.Wensley (eds) Handbook of Marketing, London: Sage, 85-105
2. Webster, Fredrick (2002), “The Role of Marketing and the Firm,” in B.Weitz and R.Wensley (eds) Handbook of Marketing, London: Sage, 66-82.
3. Kumar, V. (2018). “Transformative Marketing: The Next 20 Years,” Journal of Marketing, 82(4), 1-12.
4. Eckhardt, Giana M.,Houston, Mark B., Jiang, Baojun, Lamberton, Cait, Rindfleisch, Aric, Zervas, Georgios (2019). “Marketing in the Sharing Economy,” Journal of Marketing. 83(5): 5-27.
The Value of Marketing Strategy
5. David M. Szymanski, Sundar G. Bharadwaj and P. Rajan Varadarajan (1993), " An Analysis of the Market Share-Profitability Relationship." Journal of Marketing, 57 (July), 1-18.
6. Edeling, Alexander; Himme, Alexander. (2018). “When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance Relationship, “Journal of Marketing, 82(3), 1-24.
7. Hanssens, Dominique M.and Pauwels, Koen H. (2016), “Demonstrating the Value of Marketing,” Journal of Marketing, 80 (6), 173-190.
8. Katsikeas, Constantine S.; Morgan, Neil A.; Leonidou, Leonidas C.; Hult, G. Tomas M. (2016), “Assessing Performance Outcomes in Marketing,” Journal of Marketing, 80 (2), 11-20.
9. Prescott, John E., Kohli, Ajay K.and Venkatraman, N. (1986), The Market Share-Profitability Relationship: An Empirical Assessment of Major Assertions and Contradictions Strategic Management Journal; Jul/Aug.
10. Rego, Lopo L., Morgan, Neil A.and Fornell, Claes. (2013), “Reexamining the Market Share--Customer Satisfaction Relationship,” Journal of Marketing, 77 (5), 1-20.
11. Venkatesan, R. and V. Kumar (2004), “A Customer Lifetime Value Framework for
Customer Selection and Resource Allocation Strategy,” Journal of Marketing, 68 (4), 106-125.
12. Yadav, Manjit S. and Pavlou, Paul A. (2014), “Marketing in Computer-Mediated Environments Research Synthesis and New Directions,” Journal of Marketing, 78 (1), 20-40.
Marketing Strategy Formulation and Strategy Implementation
13. Zott, C., & Amit, R. (2008), “The fit between product market strategy and business model: Implications for firm performance,” Strategic Management Journal, 29: 1-26.
Market Structure and Competition
14. Hawawini, G., Subramanian V. & Verdin P. (2003) “Is Performance Driven by Industry- or Firm-specific Factors?” Strategic Management Journal, 24, 1-16.
15. Makino S, Isobe T, Chan CM. 2004. Does country matter? Strategic Management Journal 25(10):1027–1043.
Competitive Advantage and Marketing Strategy
16. Allen, B. J., Chandrasekaran, Deepa; Basuroy, Suman. (2018). “Design Crowdsourcing: The Impact on New Product Performance of Sourcing Design Solutions from the “Crowd,” Journal of Marketing. 82(2), 106-123.
17. Kumar, V. (2018). “A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation” Journal of Marketing. 82(1), 1-19.
18. Mizik, N. and R. Jacobson (2003), “Trading off between value creation and value appropriation: The financial implications of shifts in strategic emphasis,” Journal of Marketing, 67(1), 63-76.
19. Parmar, Rashik, Mackenzie, Ian, Cohn, David, Gann, David (2014), “The New Patterns of Innovation. ,” Harvard Business Review, 92( 1/2), 86-95.
20. Prime, R. L. (2007). “A consumer perspective on value creation,” Academy of Management Review, 32: 219-235.
21. Rubera, Gaia, Kirca, Ahmet H. (2012), “ Firm Innovativeness and Its Performance Outcomes: A Meta-Analytic Review and Theoretical Integration”, Journal of Marketing, 76(3), 130-147.
Marketing Capabilities
22. Blesa, A. and Ripollés, M. (2008), “The influence of marketing capabilities on economic international performance”, International Marketing Review, 25(6): 651-673.
23. Carnabuci, Gianluca and Operti, Elisa (2013), “Where do firms' recombinant capabilities come from? Intraorganizational networks, knowledge, and firms' ability to innovate through technological recombination,” Strategic Management Journal, 34 (13), 1591–1613.
24. Day, George S. (2011), “Closing the Marketing Capabilities Gap,”Journal of Marketing, 75(4), 183-195.
25. Hsu, C. –W., Chen, H. and Jen, L. (2008), “Resource linkages and capability development”, Industrial Marketing Management, 35 (6): 677-685.
26. Kaleka, A. and Morgan, NA. (2017), “How marketing capabilities and current performance drive strategic intentions in international markets, Industrial Marketing Management (forthcoming)
27. Mu, J. (2015). Marketing capability, organizational adaptation and new product development performance. Industrial Marketing Management, 49, 151–166.
28. Mu, J., Bao, Y., Sekhon, T., Qi, J., & Love, E. (2018). Outside-in marketing capability and firm performance. Industrial Marketing Management, 75, 37–54.
29. Quach, S., Thaichon, P., Lee, J. Y., Weaven, S., & Palmatier, R. W. (2020). Toward a theory of outside-in marketing: Past, present, and future. Industrial Marketing Management forthcoming.
30. Rust, R.T. (2020). Outside-in marketing: Why, when and how? Industrial Marketing Management forthcoming.
31. Vorhies, D. W. and N. A. Morgan (2005), “Benchmarking Marketing Capabilities for Sustainable Competitive Advantage, “Journal of Marketing, 69 (February), 80-94.
Market Entry Strategies and Pioneering Advantages
32. Golder, Peter N. and Gerard J.Tellis (1993),"Pioneering Advantage:
Marketing Logic or Marketing Legend, "Journal of Marketing
Research, Vol.30 (May)
33. Meyer, Klaus E., Estrin,Saul, Bhaumik, Sumon Kumar, & Peng, Mike W. (2009) Institutions, resources, and entry strategies in emerging economies, Strategic Management Journal, 30(1): 61-80.
Brand Loyalty, Brand Equity and Brand Extension
34. Aaker, A. David & Kevin Lane Keller (1990), "Consumer Evaluation
of Brand Extention," Journal of Marketing, Vol.54 (January)
35. Choi, Woo Jin and Winterich, Karen Page. (2013), “Can Brands Move In from the Outside? How Moral Identity Enhances Out-Group Brand Attitudes,” Journal of Marketing, 77 (2), 96-111.
36. Chen, YP, Nelson, L and Hsu, M. (2015), “From “Where” to “What”: Distributed Representations of Brand Associations in the Human Brain”, Journal of Marketing Research, 52 (4): 453-466.
37. Cunha Jr., Marcus, Forehand, Mark R .and Angle, Justin W. (2015), “ Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands”, J Consumer Research, 41 (5): 1284-1300.
38. Heath, Timothy B, DelVecchio, Devon and McCarthy, Michael S (2011). “The Asymmetric Effects of Extending Brands to Lower and Higher Quality,” Journal of Marketing, 75(4), 3-20.
39. Holt, Douglas (2016), “Branding in the Age of Social Media “, Harvard Business Review, 94(3): 40-50.
40. Kumar, N. and Steenkamp, JB, 2013, Brand Breakout: How Emerging Market Brands Will Go Global, NY: Palgrave Macmillan
41. Melnyk, Valentyna; Klein, Kristin, Völckner, Franziska (2012), “The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries,” . Journal of Marketing, 76(6), 21-37
42. Olsen, Mitchell C., Slotegraaf, Rebecca J. and Chandukala, Sandeep R. (2014), “Green Claims and Message Frames: How Green New Products Change Brand Attitude “Journal of Marketing. 78(5), 119-137
43. Robert, Peter Horst (2015), “Don't Let Big Data Bury Your Brand “, Harvard Business Review, 93(11):78-86.
44. Stahl, Florian, Heitmann, Mark, Lehmann, Donald R, Neslin, Scott A.(2012), “The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin”, Journal of Marketing, 76(4), 44-63.
45. ter Braak, Anne; Dekimpe, Marnik G.; Geyskens, Inge. (2013), “Retailer Private-Label Margins: The Role of Supplier and Quality-Tier Differentiation,” Journal of Marketing, 77 (4), 86-103.
46. Torelli, Carlos J, Özsomer, Ayşegül, Carvalho, Sergio W, Keh, Hean Tat, Maehle, Natalia (2012), “Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility Between Values Matter? “, Journal of Marketing. 76(4), 92-108.
Relationship Marketing
47. Kozlenkova, Irina V., Palmatier, Robert W., Fang, Eric (Er), Xiao, Bangming and Huang, Minxue. (2017), “Online Relationship Formation,” Journal of Marketing, 81 (3), 21-40.
48. Palmatier, Robert W., Houston, Mark B., Dant, Rajiv P. and Grewal, Dhruv. (2013), “Relationship Velocity: Toward A Theory of Relationship Dynamics”, Journal of Marketing. 77 (1), 13-30.
49. Samaha, Stephen A.; Beck, Joshua T.; Palmatier, Robert W. (2014), “The Role of Culture in International Relationship Marketing “, Journal of Marketing. 78(5), 78-98.
50. Webster, Jr. (1992), "The Changing Role of Marketing in the Corporation," Journal of Marketing, Vol.56, No.4.
51. Zhang, Jonathan Z. Watson IV, George F., Palmatier, Robert W. and Dant, Rajiv P. (2016), “Dynamic Relationship Marketing,” Journal of Marketing, 80 (5), 53-90.
International Marketing and Global Strategy Issues
52. Berry, Heather, Kaul, Aseem (2016), “Replicating the multinationality-performance relationship: Is there an S-curve? ” Strategic Management Journal, 37: 2275–2290.
53. Caligiuri, Paula, Cieri, Helen De, Minbaeva, Dana, Verbeke, Alain and Zimmermann, Angelika (2020), “International HRM insights for navigating the COVID-19 pandemic: Implications for future research and practice”, Journal of International Business Studies 51(5): 697–713.
54. Chen, Shih-Fen S. and Ming Zeng（2004）, “Japanese Investors’ Choice of acquisitions vs. Startups in The US: The Role of Reputation Barriers and Advertising Outlays”, International Journal of Research in Marketing, 21, 123-136.
55. Chen,Shih-Fen S. (2010)“Transaction cost implication of private branding and empirical evidence”, Strategic Management Journal, 31(4): 371-389.
56. Gao, Weihe, Ji, Li, Liu, Yong and Sun, Qi (2020), “Branding Cultural Products in International Markets: A Study of Hollywood Movies in China,” Journal of Marketing, 84(3): 86-105.
57. Kumar, Vikas, Singh, Deeksha, Purkayastha, Anish, opli, Manish and Gaur, Ajai (2020). “Springboard internationalization by emerging market firms: Speed of first cross-border acquisition”, Journal of International Business Studies, 51 (2): 172–193.
58. Rosa, Benjamin, Gugler, Philippe and Verbeke, Alain (2020), “Regional and global strategies of MNEs: Revisiting Rugman & Verbeke (2004)”, Journal of International Business Studies, 51(7): 1045–1053.
59. Prashantham, Shameen and Birkinshaw, Julian (2020), “MNE–SME cooperation: An integrative framework”, Journal of International Business Studies, 51(7): 1161–1175.
60. Wang, L., & Zajac E. (2007), “Alliance or acquisition? A dyadic perspective on inter-firm resource combinations,” Strategic Management Journal, 28: 1291-1317.
Strategic Alliances
61. Cui, Anna S., O'Connor, Gina (2012), ”Alliance Portfolio Resource Diversity and Firm Innovation, Journal of Marketing, 76(4), 24-43
62. Lavie, Doven and Lori Rosenkope（2006）, “Balancing Exploration and exploitation in Alliance Formation”, Academy of Management Journal, Vo1. 49, 4, 797-818.
63. Santoro, Micahel D. and McGill, Joseph P. (2005), “ The effect of uncertainty and asset co-specialization on governance in biotechnology alliances”, Strategic Management Journal, 26(13): 1261-1269
64. Swaminathan, Vanitha and Moorman, Christine (2009), “Marketing Alliances, Firm Networks, and Firm Value Creation,” Journal of Marketing, 73(5), 52-69.
65. Wassmer, Ulrich, Li, Sali, Madhok, Anoop (2017), “Resource ambidexterity through alliance portfolios and firm performance” Strategic Management Journal, 38: 384-394.
Consumer Choice and Sales Promotion
66. . Thaler, Richard (1985), "Mental Accounting and Consumer Choice,"
Marketing Science, Vol.4, No.3 (Summer), 199–214.
Marketing Mix Models
67. Bradford, Tonya Williams and Boyd, Naja Williams (2020), “Help Me Help You! Employing the Marketing Mix to Alleviate Experiences of Donor Sacrifice,” Journal of Marketing. May2020, Vol. 84( 3): 68-85.
68. Waterschoot, Walter Van and Christophe Van den Bulte (1992), "The 4P Classification of the Marketing Mix Revisited," Journal of Marketing, Vol.56 (October), pp. 83-93
Philosophy of Science and the History of Marketing Thought
69. Jones, Brian and David D. Monieson (1990), “Early Development of the Philosophy of Marketing Thought,” Journal of Marketing, 54 (January), 102-113.
70. Kumar, V. (2015), “Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For”, Journal of Marketing, Vol. 79 (1), 1-9.
Scope of Marketing
71. Kotler, Philip(1972), "A Generic Concept of Marketing," Journal
of Marketing, Vol.36 (April), pp. 46-54.
72. . Hunt, Shelby D. (1976), " The Nature and Scope of Marketing,"
Journal of Marketing, Vol.40 (July), 17-28.
Competitive Strategy
73. Hauser, John and Steven Shugan(1983), "Defensive Marketing strategies," Marketing Science, Vol.2, No.3 (Summer), 319-360.
Winning in the Emerging Markets
74. Banerjee, Sourindra, Prabhu, Jaideep C. and Chandy, Rajesh K (2015), “ Indirect Learning: How Emerging-Market Firms Grow in Developed Markets”, . Journal of Marketing, Vol. 79 (1), 10-28.
75. Bremmer, Ian. (2014), “The New Rules of Globalization,” Harvard Business Review, 92( 1/2), 103-107.
76. Casadesus-Masanell, Ramon, and Tarziján, Jorge (2012), “When One Business Model Isn't Enough”, Harvard Business Review, 90(1/2): 132-137.
77. Corstjens, Marcel, and Lal, Rajiv, (2012), “.Retail Doesn't Cross Borders”, Harvard Business Review, 90(4): 104-111.
78. DeVos, Doug, (2013), “How I Did It... Amway's President on Reinventing the Business to Succeed in China”, Harvard Business Review, 91(4): 41-44. (T)
79. Ettenson, R., Conrado, E., and Knowles, J. (2013), “Rethinking the 4 P's ”, Harvard Business Review, 91(1): 26-26.
80. Gao, Huachao, Zhang, Yinlong and Mittal, Vikas. (2017),“How Does Local-Global Identity Affect Price Sensitivity?” Journal of Marketing, Vol. 81(3): 62-79.
81. Ghemawat, Pankal (2017), “Globalization in the Age of Trump Protectionism will change how companies do business—but not in the ways you think “, Harvard Business Review, 95(4): 112-123.
82. Ichii, Shigeki, Hattori, Susumu and Michael, David, (2012), “How to Win in Emerging Markets: Lessons from Japan”, Harvard Business Review, 90(5): 126-130.
83. Jullens, John (2013) “How Emerging Giants Can Take on the World”, Harvard Business Review, 91(12): 121-125. (T)
84. Kano, Liena. 2018. Global value chain governance: A relational perspective. Journal of International Business Studies, 49(6): 684–705.
85. Kravets, Olga and Sandikci, Ozlem (2014), “Competently Ordinary: New Middle Class Consumers in the Emerging Markets”, Journal of Marketing, Vol. 78 (4), 125-140.
86. Luo, Yadong, Tung, Rosalie L. 2018. A general theory of springboard MNEs, Journal of International Business Studies, 49(2): 129–152.
87. Martin, Diane M. and Schouten, John W. (2014) “Consumption-driven market emergence”, Journal of Consumer Research, 40 (Feb): 855–870.
88. Pisano, Gary P.; Shih, (2012), “Does America Really Need Manufacturing? “, Harvard Business Review, 90(3): 94-102.
89. Porter, Michael E.and Rivkin, Jan W.(2012), “Choosing The United States”, Harvard Business Review, 90(3): 80-93.
90. Sheth, Jagdish N. (2011) “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices.” Journal of Marketing, Vol. 75, July, 166-182.
91. Stalk, George and Michael, David. (2011). “What the West Doesn't Get About China,” Harvard Business Review, Vol. 89, No. 6, 25-27.
92. Swoboda, Bernhard, and Elsner, Stefan, (2013), “Transferring the Retail Format Successfully into Foreign Countries”, Journal of International Marketing, 21(1): 81-109.
93. Wakayama, T., Shintaku, J., and Amano, Tomofumi. (2012), “What Panasonic Learned in China”, Harvard Business Review, 90(12): 109-113.
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參考書目 |
待補 |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Class Participation and Reading Presentation |
50% |
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2. |
Research Paper |
50% |
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