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Simone Wies and Christine Moorman

Innovation is a rich area of investigation that offers interesting theoretical questions with important practical implications. Studying innovation in the context of the stock market reveals an institutional environment that simultaneously rewards innovation and establishes incentives that reduce its likelihood. This chapter examines both how firm innovation affects stock market outcomes and how the stock market affects firm innovation. These dual forces offer novel and potentially powerful theoretical opportunities while also posing important empirical challenges. The authors outline these opportunities and challenges to encourage more researchers into this important and interesting part of the field.

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Edited by Robert W. Palmatier, Christine Moorman and Ju-Yeon Lee

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Robert W. Palmatier, Christine Moorman and Ju-Yeon Lee

This opening chapter provides a critical reflection on customer centricity and synthesizes academic and managerial research, to develop a comprehensive definition of customer centricity. By introducing each of the subsequent twelve chapters in this handbook, this chapter also starts to clarify how firms can achieve true customer centricity. In particular, the chapters point to three routes for establishing a customer-centric organization: organizational design, relational, and brand and technological. A set of future research opportunities related to customer centricity concludes this chapter.

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Handbook on Customer Centricity

Strategies for Building a Customer-Centric Organization

Edited by Robert W. Palmatier, Christine Moorman and Ju-Yeon Lee

Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-term marketing tactics. Rather, it represents an organization-wide philosophy that focuses on the systematic and continuous alignment of the firm’s internal architecture, strategy, capabilities, and offerings with external customers.
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Christine Moorman, James R. Bettman, Joel D. Huber, Mary Frances Luce and Richard Staelin

You are reading this chapter because you have decided to try your hand at sharing your research with a journal or you have already done so and are now in the enviable position where you need to respond to reviewer advice. Good for you! We are fortunate to work in the Marketing Area of the Fuqua School of Business, Duke University, which has been home to more editors of the field’s four major journals over the past fifty years (1969-2019) than any other university. We thought it would be interesting to gather our perspectives as current or former editors on this topic. In the pages that follow, you will get advice from Chris Moorman (Journal of Marketing, 2018-2022), Jim Bettman (Journal of Consumer Research, 1982-1988), Joel Huber (Journal of Marketing Research, 2006-2009), Mary Frances Luce (Journal of Consumer Research, 2011-2014), and Rick Staelin (Marketing Science, 1995-1997). There is some convergence in our thinking, but there are also times when we disagree, which we did not edit away. We think there are a number of ways to respond effectively to reviewers, and we hope you find these tips helpful in your quest to publish your research.