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Gloria Barczak and Abbie Griffin

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Gloria Barczak and Abbie Griffin

Previous research has investigated portfolio decisions as individually discrete decisions. In this research, however, we find that portfolio decision-making can only be adequately addressed if it is considered as an integrated system of processes. Using data from four diverse cases, we develop a general framework for how new product development portfolio decisions are made in firms. According to the findings from these cases, the objective of a firm’s portfolio decision-making processes should be to achieve a portfolio mindset to focus effort on the right projects, and to be agile in decision-making about the portfolio. On the one hand, three domain-based decision input generating processes lead to evidence-based portfolio decision-making. In addition, organizational politics may result in power-based portfolio decision-making while managerial intuition may lead to opinion-based decision-making. Firm cultural factors, including trust, collective ambition, and leadership style, influence how these evidence-, power-, and opinion-based processes are combined into a whole, and whether the firm’s processes are more rational and objectively made, or more politically and intuitively made.

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Gloria Barczak and Abbie Griffin

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Gloria Barczak and Abbie Griffin

This crucial book guides academics and researchers through the process of peer reviewing manuscript articles, outlining the methods and proficiencies required to write a high-quality review. Gloria Barczak and Abbie Griffin specifically highlight the importance of becoming a first-rate reviewer to early career scholars.
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Gloria Barczak and Abbie Griffin

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Edited by Mike Wright, David J. Ketchen, Jr. and Timothy Clark

This expanded second edition of a classic career guide offers fascinating insight into the publishing environment for the management discipline, drawing on a wealth of knowledge and experiences from leading scholars and top-level journal editors. Responding to the continuing emphasis on publishing in the top journals, this revised, updated and extended guide offers invaluable tips and advice for anyone looking to publish their work in these publications.
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Edited by Mike Wright, David J. Ketchen, Jr. and Timothy Clark

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Edited by David W. Stewart and Daniel M. Ladik

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Daniel M. Ladik and David W. Stewart

The (most) common mistake is not to “tell a story,” but only assemble different related parts. “Telling a good story” means to critically analyze what has been done before and demonstrate convincingly why something is changing. A significant contribution to knowledge does not happen in isolation and needs to be contextualized to the current situation.

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John H. Roberts, Ujwal Kayande and Stefan Stremersch

We aim to investigate the impact of marketing science articles and tools on the practice of marketing. This impact may be direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (e.g., its contents may be incorporated into practitioners' tools, which then influence marketing decision making). We use the term “marketing science value chain” to describe these diffusion steps, and survey marketing managers, marketing science intermediaries (practicing marketing analysts), and marketing academics to calibrate the value chain. In our sample, we find that (1) the impact of marketing science is perceived to be largest on decisions such as the management of brands, pricing, new products, product portfolios, and customer/market selection, and (2) tools such as segmentation, survey-based choice models, marketing mix models, and pre-test market models have the largest impact on marketing decisions. Exemplary papers from 1982 to 2003 that achieved dual - academic and practice - impact are Guadagni and Little (1983) and Green and Srinivasan (1990). Overall, our results are encouraging. First, we find that the impact of marketing science has been largest on marketing decision areas that are important to practice. Second, we find moderate alignment between academic impact and practice impact. Third, we identify antecedents of practice impact among dual impact marketing science papers. Fourth, we discover more recent trends and initiatives in the period 2004-2012, such as the increased importance of big data and the rise of digital and mobile communication, using the marketing science value chain as an organizing framework.