2004 AMA Educators’ Proceedings Enhancing Knowledge Development in Marketing Editors Kenneth L. Bernhardt, Georgia State University James S. Boles, Georgia State University Pam Scholder Ellen, Georgia State University Track Chairs Peter A. Dacin, Queens University Jerome Williams, University of Texas at Austin Debra J. Ringold, Willamette University Chris T. Allen, University of Cincinnati V. Kumar, University of Connecticut Rajkumar Venkatesan, University of Connecticut Anthony Di Benedetto, Temple University David Gilliland, Colorado State University Stephen Kim, Oregon State University Michael D. Hutt, Arizona State University Beth Walker, Arizona State University Charlotte Mason, University of North Carolina Rohit Deshpandé, Harvard Business School John (Jeff) F. Tanner Jr., Baylor University Scott Kelley, University of Kentucky William D. Perreault, University of North Carolina, Chapel Hill Gloria Barczak, Northeastern University Fareena Sultan, Northeastern University Volume 15 311 S. Wacker Dr. · Chicago, IL 60606 © Copyright 2004, American Marketing Association Printed in the United States of America Publications Director: Francesca Van Gorp Cooley Editorial Project Assistant: Charles Chandler Cover Design: Jeanne Nemcek ISSN: 0888-1839 ISBN: 088757-311-5 All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage or retrieval system without the written permission of the American Marketing Association. ii Preface and Acknowledgments Boston was the setting for the 2004 AMA Summer Educators’ Conference. Both the conference program and the city provided a stimulating environment for attendees. The conference theme, “Enhancing Knowledge Development in Marketing,” encouraged the examination of new approaches to marketing to help both academics and practitioners keep pace with a fast-changing global business environment. The competitive sessions and the large number of special sessions, from both the Special Interest Groups (SIGs) and tracks, helped ensure that the conference accomplished this task. The task of organizing a conference with 80 sessions and hundreds of participants is daunting. To accomplish this, the dedicated efforts of a large number of people are required. First, there are the individuals who submitted papers and developed special sessions. Then, there are the hundreds of reviewers who gave their time and shared their knowledge to enhance the quality of the program. Without their efforts, the papers and special sessions would not have been nearly as beneficial to conference attendees. It goes without saying that the efforts of presenters, discussants, and session chairs in the competitive and special sessions are invaluable. We would be remiss if we did not also acknowledge the efforts that resulted in the special sessions proposed by the SIGs. These sessions represent some of the most informative and useful sessions of the conference. Finally, we wish to acknowledge the work of our conference “Best Paper” committee, which was headed by Tom Kinnear, University of Michigan. Anyone who has worked closely with an AMA Educators’ Conference knows that the track chairs are responsible for accomplishing the lion’s share of the work. The chairs and cochairs of the 14 tracks have worked for more than a year to encourage submissions, coordinate the review process, build the sessions, and provide support and encourage- ment for the special sessions included in the program. We thank them for their tireless efforts. By track, the chairs are as follows: Consumer Behavior Peter A. Dacin, Queens University Global and Cross-Cultural Marketing Jerome Williams, University of Texas at Austin Societal, Public Policy and Ethical Issues Debra J. Ringold, Willamette University Marketing Communications as Integrated Brand Building Chris T. Allen, University of Cincinnati E-Commerce and Technology V. Kumar, University of Connecticut Rajkumar Venkatesan, University of Connecticut Product Management/New Product Development/ Entrepreneurship Anthony Di Benedetto, Temple University Channels of Distribution/Retailing/Supply Chain Management David Gilliland, Colorado State University Stephen Kim, Oregon State University Business-to-Business Marketing and Organizational Buying Behavior Michael D. Hutt, Arizona State University Beth Walker, Arizona State University Marketing Research/Marketing Intelligence Charlotte Mason, University of North Carolina Marketing Strategy/Marketing Management Rohit Deshpandé, Harvard Business School Sales and Sales Management John (Jeff) F. Tanner Jr., Baylor University Services Marketing Scott Kelley, University of Kentucky Marketing Education/Teaching Innovation William D. Perreault, University of North Carolina – Chapel Hill SIG Session Coordinators Gloria Barczak, Northeastern University Fareena Sultan, Northeastern University We thank Greg Marshall, AMA Academic Council President, for asking us to chair the conference and for his encouragement and support during that process. We also acknowledge the help of previous conference chairs Randy L. Rose, Bruce Money, William Kehoe and Bill Lindgren for their help in bringing us up to speed and launching this year’s program. The AMA staff also deserve thanks for their help and professionalism. In particular, Clara Nelson, Lynn Brown, Charles Chandler, and Pat Goodrich have kept us on task and on time. Thanks also to Marie Steinhoff for typesetting the proceedings. It was a great conference experience as represented by these proceedings! Ken Bernhardt Pam Scholder Ellen Jim Boles Georgia State University Georgia State University Georgia State University iii Best Papers by Track Business-to-Business Marketing and Marketing Education/Teaching Innovation Organizational Buying Behavior “An Assessment of the Consumer Behavior “Investigating the Antecedents and Outcomes Seminar in Doctoral Programs” of Customer Firm Transaction Cost Savings Ronald J. Bauerly, Western Illinois in a Buyer–Supplier Relationship” University Neeraj Bharadway, University of Texas at Don T. Johnson, Western Illinois Austin University Ken Matsuno, Babson College Marketing Strategy/Marketing Channels of Distribution/Retailing/Supply Management Chain Management “Return on Measurement: Relating Marketing “Exploring Biaxial Agency Relationships and Metrics Practices to Strategic Performance” Their Performance Implications Under Bruce H. Clark, Northeastern University Relational Governance” Andrew V. Abela, Catholic University of Andrew T. Stephen, University of America Queensland Tim Ambler, London Business School Leonard V. Coote, University of Queensland Sales and Sales Management “The Digitization of Selling Capability” E-Commerce and Technology Sundar Bharadarwaj, Emory University “Outsourcing of Customer Relationship Devon Johnson, Emory University Management: Antecedents and Consequences” Services Marketing Kartik Kalaignanam, Texas A&M “Penalty Decade: Examining Customer University Responses to Service Organization’s P. Rajan Varadarajan, Texas A&M Penalties” University Young K. Kim, Shenandoah University Amy K. Smith, George Washington Product Management/New Product University Development/Entrepreneurship “Product Newness and the Stage-Gate Societal, Public Policy, and Ethical Issues Process for New Product Development” “The Strategic Role of Corporate Social Zafar Iqbal, DePaul University Responsibility Programs in Generating Rajeth Sethi, Clarkson University Customer Loyalty and Brand Trial” Julie Pirsch, Villanova University Shruti Gupta, Susquehanna University Stacy Landreth, Villanova University iv 2004 Summer Marketing Educators’ Conference: List of Reviewers Thomas L. Baker, University of David M. Boush, University of A North Carolina at Wilmington Oregon Avery Abernathy, Auburn Anne Balazs, Mississippi Cheri Bradish, Brock University University University for Women Kathryn Braun-LaTour, Auburn Manoj Agarwal, Binghamton A. Dwayne Ball, University of University University Nebraska Eileen Bridges, Kent State Praveen Aggrawal, University of Soumava Bandyopadhyay, Lamar University Minnesota, Duluth University Elten Briggs, University of Michael Ahearne, University of Michael J. Barone, Iowa State Oklahoma Connecticut University Terry Bristol, Arizona State Irfan Ahmed, University of Alaska R. Edward Bashaw, University of University West Liz Alexander, Marshall University Arkansas, Little Rock Steve Brown, University of Javier Alonso, Autonomous Rajeev Batra, University of Houston University of Madrid Michigan Tom J. Brown, Oklahoma State Mark I. Alpert, University of Texas Randy Batsell, Rice University University at Austin William Bearden, University of Merrie L. Brucks, University of John Amis, Memphis State South Carolina Arizona University Michael A. Belch, San Diego State Gary Brunswick, Northern Alan R. Andreasen, Georgetown University Michigan University University Russell W. Belk, University of Frank K. Bryant, Howard Craig Andrews, Marquette Utah University University Joseph Bellizzi, Arizona State Michele D. Bunn, University of Jonlee Andrews, Indiana University, West Campus Alabama University Neeli Bendapudi, Ohio State James Burroughs, University of Meral M. Anitsal, University of University Virginia Tennessee Suzeanne Benet, Grand Valley Scot Burton, University of Charles Areni, University of State University Arkansas Sydney Joseph Ben-Ur, University of Ronald F. Bush, University of Jennifer Argo, University of Houston,