News
Latest News
- AiMark eLibrary update 2008
- AiMark/Europanel Summit 2008
- Global Private Label Project:
Results available now via Reuters! - Does the Internet provide Consumer and Brand Value? Report available now.
The AiMark scientific network conducts cutting-edge research in the marketing field, for example on innovation, branding, marketing mix effectiveness, retailing, or segmentation. The quality of the research can be judged by the publications it generates. Our members are among the most frequent contributors to the leading journals of the field: Journal of Marketing, Marketing Science, Journal of Marketing Research or International Journal of Research in Marketing. 100+ articles can now be accessed through our e-library. In the library we will provide a a copy of each article and a managerial abstract highlighting the research question, the empirical approach and managerial take-aways (these are work-in progress, with about ten abstracts added each month). Please register here to be able to access our research.
Once every year in London, together with our partner Europanel, we host a small convention to discuss a "hot" topic with selected business leaders. This year the 3rd Aimark-Europanel Summit focussed on innovation. Richard Herbert (Europanel) discussed growth trends in FMCG and how innovations contribute to these trends. Professor Jan-Benedict Steenkamp (University of North Carolina) showed that many innovations have little impact on sales, but that under certain circumstance they can positively impact both manufacturer and retailer growth. Paul Murphy (TNS UK) highlighted key characteristics of "winning" brands, among them a strong focus on innovation. All three presentations are available in the e-library.
Global Private Label Project:
Results available now via Reuters!
This initiative is the biggest syndicated study academics in cooperation with leading market research companies like TNS, GfK, Information Resources Inc., Intage and MetrixLab have ever undertaken - a global study covering up to 36 countries to identify what is driving Private Label trends in different categories and countries.
Nearly all FMCG manufacturers like P&G, Henkel, Nestlé and Unilever believe that Private Labels represent a bigger threat to their business than they to each other. Private Label is a different type of competitor, playing by different rules. It has to be understood before it can be stopped.
First results have been presented at the AIM Forum in April 2004, Brussels.
An update report to the public is available now, including eight depth western European country chapters. Interested? Click http://www.globalbusinessinsights.com/rbi/report.asp?id=rbtn0001
More information, click contact.
Does the Internet provide Consumer and Brand Value? Report available now.
AiMark working closely together with AIM and 21 AIM members will provide an answer through a pan-European project covering 42 websites and more than 50,000 consumer responses.
Report available now. For more information, click contact
Publications
Latest Publications
- Complete paper
1. Weathering Product-Harm Crises
Author: Cleeren, Kathleen, Marnik G. Dekimpe and Kristiaan Helsen
Source: Journal of the Academy of Marketing Science, forthcoming. (2008)
Date: 2008 - Complete paper
2. What’s Hot: Growth and Innovation in FMCG
Author: Richard Herbert
Event: AiMark/Europanel Summit
Date: March 2008 - Complete paper
3. Understanding “Winning” brands: How key are new innovations?
Author: P. Murphi
Event: AiMark/Europanel Summit
Date: March 2008 - Complete paper
4. When Can New Products Benefit Both: Manufacturers and Retailers?
Author: Katrijn Gielens
Event: AiMark/Europanel Summit
Date: March 2008 - Complete paper
5. Key Global Trends: Economic, Demographic, FMCG, Retail, Media
Key Facts for Decision Makers
Date: June 2007 - Complete paper
6. The Entry Strategy of Retail Firms into Transition Economies
Author: Katrijn Gielens, Marnik G. Dekimpe
Source: Journal of Marketing, Vol.71: 196–212
Date: April 2007 International entries into transition economies occur infrequently and involve considerable uncertainty. This raises the question whether managers, who have limited own experience, take their competitors’ prior decisions into account when deciding on their own entry timing and size and whether there is value in doing so. To address these questions, the authors estimate a sequential hazard/Poisson regression model on the top 75 European grocery retailers’ decisions to enter the Eastern European market. Indeed, firms pay close attention to prevailing practices in their industry. Prior entries first serve as legitimation but eventually become a deterring factor. Moreover, rather than just imitating the most popular or modal decision when determining the own entry timing and size, managers pay closer attention to the actions of their home competitors, react to prior entries of same-format competitors differently from those of different-format competitors, and adjust the observed industry practice for the specificity of their own resources. The authors show that managers are justified in taking the combined industry wisdom into account; deviations from prevailing industry practice, in terms of both timing and size, hurt the efficiency of their operations in subsequent years. Thus, attempts to develop own, distinct entry rules tend to be dysfunctional. Moreover, corrective actions are easier to implement along the size than along the time dimension; the detrimental effects of entering at a different time from the industry norm persist and even become amplified over time, whereas the negative impact of size deviations is temporary. - Complete paper
7. The New Private Label World
Author: Jan-Benedict E.M. Steenkamp, Katrijn Gielens
Source: Private Label Strategy: How to Meet the Store Brand Challenge, Harvard Business School Press
Date: February 2007 Abstract for the book:
Private Label Strategy: How to Meet the Store Brand Challenge, Harvard Business School Press - Complete paper
8. Drivers of consumer acceptance of new packaged goods: An investigation across products and countries
Author: Katrijn Gielens, Jan-Benedict E.M. Steenkamp
Source: International Journal of Research in Marketing, Vol.24: 97-111
Date: 2007 The introduction of new products is widely recognized as one of the most important marketing activities of companies. Nevertheless, an intensive new product strategy is risky, as many new products fail in their first year. The purpose of this article is to increase our understanding of the factors affecting the first-year consumer acceptance of new products. To study this, we use two metrics of acceptance, viz., the first-year level of purchases and the first-year trend in purchases of new products at the level of the individual household. We develop hypotheses pertaining to the effect of product, competitive environment, and consumer factors on these two metrics of consumer acceptance. Our data comprise the sales in the first four quarters after introduction for 301 new CPGs launched in the U.K. (74 CPG introductions), France (104), Germany (67), and Spain (56), using Europanel household panels in each country, involving a total of over 16,000 households. The extensive data used in this study provide a strong test of the generalizability of the findings. The empirical results support the hypotheses and allow us to derive cross-national empirical generalizations, as well as to identify differences regarding factors underlying new product acceptance. Particularly noteworthy is that, across all four countries, acceptance of new products is systematically affected in the same way by consumer characteristics. This implies that these variables can be used for national, as well as for international, market segmentation. In addition to recommendations for pan-European segmentation strategies, the results allow us to make suggestions for the R&D process and local marketing activities.
