Professional Documents
Culture Documents
Seminar in Marketing Strategy
Seminar in Marketing Strategy
Week 1 (08/27)
Varadarajan, P. Rajan (1996), “From the Editor,” Journal of Marketing, 60 (4), 1–6.
Week 2 (09/03)
Morgan, Neil A. (2012), “Marketing and business performance,” Journal of the Academy
of Marketing Science, 40 (1), 102–19.
Srivastava, Rajendra K., Tasadduq A. Shervani, and Liam Fahey (1998), “Market-Based
Assets and Shareholder Value: A Framework for Analysis,” Journal of Marketing, 62 (1),
2–18.
Week 3 (09/10)
Week 4 (09/17)
Sorescu, Alina, Nooshin L. Warren, and Larisa Ertekin (2017), “Event study
methodology in the marketing literature: an overview,” Journal of the Academy of
Marketing Science, 45 (2), 186–207.
Week 6 (10/01)
Srinivasan, Shuba and Dominique M Hanssens (2009), “Marketing and Firm Value:
Metrics, Methods, Findings, and Future Directions,” Journal of Marketing Research, 46
(3), 293–312.
Week 7 (10/08)
Wies, Simone and Christine Moorman (2015), “Going Public: How Stock Market Listing
Changes Firm Innovation Behavior,” Journal of Marketing Research, 52 (5), 694–709.
Week 8 (10/15)
Berger, Jonah, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer, and
David A. Schweidel (2020), “Uniting the Tribes: Using Text for Marketing Insight,”
Journal of Marketing, 84 (1), 1–25.
Week 9 (10/22)
Choudhury, Prithwiraj, Ryan T. Allen, and Michael G. Endres (n.d.), “Machine learning
for pattern discovery in management research,” Strategic Management Journal, n/a
(n/a).
Week 11 (11/05)
Week 12 (11/12)
Week 13 (11/19)
Week 14 (12/03)
Final presentations