TPM 2012

Agenda 2012

Thursday, May 3, 2012

Registration and Reception, 5:30 – 7:00 pm Williams Room

Welcome and Dinner, 7:00 – 9:30 pm Williams Room, Spangler Center

Welcome, Sunil Gupta
Harvard Business SchoolKeynote Address, Eugenio Minvielle
CEO North America Unilever

Friday, May 4, 2012

Breakfast, 7:15 – 8:15 am, Between Aldrich Rooms 207 & 208

Welcome and Overview, 8:15 – 9:00 am, Aldrich Room 207

Sunil Gupta, Don Lehmann and Bernd Schmitt
TPM organizersNitin Nohria
Dean, Harvard Business School

Glenn Hubbard
Dean, Columbia Business School

Keynote Address, 9:00 – 9:40 am, Aldrich Room 207

AG Lafley
former CEO, P&G (via videoconference)

Session 1, 9:50 – 10:30 am

1.1 Pricing Strategy, Aldrich Room 207

Jonathan Zhang, Oded Netzer and Asim Ansari
Dynamic Targeted Pricing in B2B Settings

Marco Bertini, Daniel Halbheer, Oded Koenigsberg
Price Wars and the Managers Who Start Them

1.2 Marketing Metrics, Aldrich Room 208

Ofer Mintz
What Drives Metric Use: Evidence from 30 Countries

Dominique Hanssens, Koen Pauwels, Shuba Srinivasan, Marc Vanhuele and Gokham Yildirim
Consumer Attitude Metrics For Guiding Marketing Resource Allocation

Break, 10:30 – 11:00 am

Session 2, 11:00 – 12:15 pm

2.1 Technology and Innovation Aldrich Room 207

Abhishek Borah and Gerard Tellis
To Make or Not to Make? Analysis of the Choice of and Payoff to Make versus Buy Innovations

S. Cem Bahadir and Sundar Bharadwaj
Acquiring Brands, Customers, and Technology: Are There Synergy Benefits?

Praveen Kopalle and Don Lehmann
Product Quality and Quality Claims: The Impact of Competition and the Cost of Overstating Quality

2.2 Marketing Strategy Aldrich Room 208

Niket Jindal and Leigh McAlister
Advertising, R&D, and Firm Survival

Christian Schulze, Manuel Bermes and Bernd Skiera
Non-Customer Business and Firm Success

Steven Shugan and Debanjan Mitra
A Churn Theory for Predicting and Explaining Market Growth

Lunch, 12:15 – 1:30 pm Williams Room, Spangler Center

Session 3, 1:30 – 3:15 pm

3.1 Retail Strategy Aldrich Room 207

Kanishka Misra, Vincent Nijs and Karsten Hansen
Should Retailers Outsource Category Management?

Jan-Benedict, E.M. Steenkamp and Inge Geyskens
Retailer and Manufacturer Strategies to Impact Store Brand Share: Global Integration, Local Adaptation, and Worldwide Learning

Gonca Soysal and Lakshman Krishnamurthi
Insights from Multichannel Consumer Behavior when Channels are Vertically Differentiated: The Case of the Factory Outlet Stores

Marcel Corstjens and Rajiv Lal
Globalization of Retailing: Where is the Beef?

3.2 Social Media, Online Advertising and Marketing Mix Aldrich Room 208

Koen Pauwels
Is the Classic Purchase Funnel Dead?

Puneet Manchanda, Grant Packard and Adithya Pattabhiramaiah
Social Dollars: Engagement and ROI in Firm-Sponsored Online Communities

Rajkumar Venkatesan, Paul Farris, Leandro Angotti Guissoni and Marcos Fava Neves
(Un)Conventional Channels: Consumer Brand Marketing in Emerging Markets

Glen Urban, Guilherme Liberali, Erin MacDonald, Robert Bordley and John Hauser
Morphing Banner Advertising

Break 3:15 – 3:45 pm

Session 4, 3:45 – 4:45 pm Aldrich Room 207

Wes Nichols
Co-founder and CEO, MarketShare
Analytics 2.0: The Dangers of Falling Behind the Pack

Chris LaSala
Director, Mobile Partnerships, Google
The Mobile Revolution and its Impact on Business Models

Keynote Address, 4:45 – 5:30 pm Aldrich Room 207

Future of Payments

Discussion with Ajay Banga
President and CEO, MasterCard Worldwide

Moderator Jose Alvarez
former CEO, Stop & Shop, Senior lecturer, Harvard Business School

Meet the Editors, 5:30 – 6:00 pm Aldrich Room 207

Preyas Desai
Editor, Marketing ScienceGardiner Morse
Senior Editor, Harvard Business Review

Reception, 6:00 – 7:30 pm, Williams Room, Spangler Center

Dinner, 7:30 – 10:00 pm, Williams Room, Spangler Center

Saturday, May 5, 2012

Breakfast, 7:30 – 8:30 am, Between Aldrich Rooms 207 & 208

Session 5, 8:30 – 9:45 am

5.1 B2B and Sales force Strategy, Aldrich Room 207

Shikhar Sarin, Goutam Challagalla and Ajay Kohli
Implementing Changes in Marketing Strategy: The Role of Perceived Outcome- and Process-Oriented Supervisory Actions

Mrinal Ghosh, Shantanu Dutta and Kellilynn Frias
Product-Form Choice: Selling Systems versus Components in Industrial Markets

Tom Steenburgh, Mike Ahearne, Jeff Boichuk, Florian Kraus and Carmen Liutec
Man on the Bench: The Power of the Stick

5.2 Advertising and Branding, Aldrich Room 208

Robert Zeithammer, Dan Horsky and Sharon Horsky
Advertising Agency Selection Contest: The Case for New-Business Stipends

Dan Goldstein and Sharad Goel
Targeting Strategy with Social Network Data

Peter Golder, Julie Irwin and Debanjan Mitra
Do Economic Conditions Affect Long-Term Brand Leadership Persistence?

Break, 9:45 – 10:15 am

Session 6, 10:15 – 11:30 am Aldrich Room 207

Steve Cohen
Partner and Co-founder, In4formaton Insights
Big Data and its use in marketing

Vipin Mayar, Senior Vice President,Customer Knowledge & Strategic Insights (CK&SI), Fidelity Investments
Engaging consumers through the digital channels and measuring its effectiveness

Jeff Severts
Chief Marketing Officer, Best Buy, Europe

Closing Remarks, 11:30 – 12:00 pm Aldrich Room 207

David Schmittlein
Dean, Sloan School of Management, MITNader Tavassoli
Organizer of next year’s TPM conference in London

Lunch, 12:00 – 1:00 pm,Williams Room, Spangler Center

Next Steps for TPM, 1:00 – 1:45 pm, Aldrich Room 207

Sunil Gupta, Don Lehmann and Bernd Schmitt
TPM Organizers