University at Buffalo School of Management

Buffalo Business - Autumn 2014

The magazine for alumni and friends of the UB School of Management

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Autumn 2014 B B says. "By staying at home, we can keep our- selves or our loved ones out of expensive nurs- ing homes, which can quickly deplete our assets." Mandell also stresses the importance of securing a lifelong income through a single-pre- mium immediate fixed annuity. In addition, the book re-evaluates other common practices like purchasing long-term care insurance. x Editorial and research appoint- ments and awards One of the many ways our faculty enhance the reputa- tion of the School of Management is by serv- ing as editors for the elite scholarly journals in their respective fields, sharing their expertise and thought leadership. Below is a listing of recent editorial appoint- ments and awards. Nallan Suresh, pro- fessor and chair of oper- ations management and strategy, was named an Outstanding Senior Editor by Decision Sciences, an internation- al journal for informa- tion systems, operations a n d s u p p l y c h a i n management. Larry Sanders, pro- fessor of management science and systems, was named an associate edi- tor for Decision Support Systems, a journal that publishes articles related to theoretical and tech- nical decision support systems issues. Raj Sharman, asso- ciate professor of management science and systems, was appointed to the editori- al board of the Journal of the Association for Information Systems, which publishes the highest quality scholarship in the field of infor- mation systems. On the research front, Ram Bezawada, associate professor of marketing, was a winner of the Marketing Science Institute's research competition on social interactions and social media marketing. Bezawada and his co-authors, P.K. Kannan, University of Maryland, and Ashish Kumar, who received his doctorate from the School of Management, Helsinki School of Economics, were awarded a research grant to support the work outlined in their proposal, "The Effects of Firm Generated Content in Social Media on Customer Behavior: Evidence from Field Research." x How businesses can maximize revenue when introducing new products Companies should use existing brand names and add new, sub-brand names to max- imize revenue when introducing new products to market, according to a new School of Management study. Forthcoming in Management Science, the study noted a proliferation of new products in the consumer packaged goods market each year. For example, U.S. manufacturers introduced more than 150,000 new products in 2010 alone. Of these, more than 90 percent were extensions of existing brand name products. "These new products can be line exten- sions, like when Pepsi introduces another type of soda such as Pepsi Lime, or brand extensions, like when a toothpaste brand such as Crest introduces a mouthwash product," says study co-author Debabrata Talukdar, professor of marketing. "Given the significant investment and high failure rates of product extension launch- es, deeper insight into the impact of these brand development strategies can be very valuable," Talukdar adds. The study analyzed 155 new product extensions introduced to 20 markets across the U.S. Researchers investigated the market per- formance of the products and the effects that introducing them to the market had on their parent brands. "We found that brand extensions generate positive overall revenues," says study co-author Ram Bezawada, associate professor of market- ing. "In addition, sub-branding, where a new brand name is used to help consumers distin- guish from the parent brand such as Gillette Mach3, generates greater revenues for a typical brand extension." Bezawada and Talukdar collaborated on the study with Vijay Ganesh Hariharan, assis- tant professor of marketing at the Erasmus School of Economics. x Suresh Sanders Sharman Bezawada

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