Marketing Letters

, Volume 23, Issue 2, pp 381–389

A reflection on analytical work in marketing: Three points of consensus

  • Raphael Thomadsen
  • Robert Zeithammer
  • Ganesh Iyer
  • Dina Mayzlin
  • Yesim Orhun
  • Amit Pazgal
  • Devavrat Purohit
  • Ram Rao
  • Michael Riordan
  • Jiwoong Shin
  • Monic Sun
  • Miguel Villas-Boas
Article

DOI: 10.1007/s11002-012-9184-3

Cite this article as:
Thomadsen, R., Zeithammer, R., Iyer, G. et al. Mark Lett (2012) 23: 381. doi:10.1007/s11002-012-9184-3

Abstract

This article presents three points of consensus about game-theoretic work in marketing: First, equilibrium analysis is necessary for studying situations that have strategic interactions. In many cases, empirical examination of these strategic scenarios is difficult or impossible, at least without the guidance of an equilibrium model. Second, more general models are not necessarily “better,” because institutional details matter. Thus, the appropriate compromise between generality and specificity depends on the scope of the research question. Finally, there should be a two-way road between theory and empirics—theory is necessary to interpret empirical results, while empirical findings should guide theoretical modeling choices.

Keywords

Analytical workMarketingGame theoryEquilibrium analysis

Copyright information

© Springer Science+Business Media, LLC 2012

Authors and Affiliations

  • Raphael Thomadsen
    • 1
  • Robert Zeithammer
    • 1
  • Ganesh Iyer
    • 2
  • Dina Mayzlin
    • 3
  • Yesim Orhun
    • 4
  • Amit Pazgal
    • 5
  • Devavrat Purohit
    • 6
  • Ram Rao
    • 7
  • Michael Riordan
    • 8
  • Jiwoong Shin
    • 3
  • Monic Sun
    • 9
  • Miguel Villas-Boas
    • 2
  1. 1.UCLA Anderson School of ManagementLos AngelesUSA
  2. 2.Berkeley Haas School of BusinessBerkeleyUSA
  3. 3.Yale School of ManagementNew HavenUSA
  4. 4.Ross School of BusinessUniversity of MichiganAnn ArborUSA
  5. 5.Jones School of BusinessRice UniversityHoustonUSA
  6. 6.Duke Fuqua School of BusinessDurhamUSA
  7. 7.School of ManagementUniversity of Texas at DallasRichardsonUSA
  8. 8.Columbia UniversityNew YorkUSA
  9. 9.Stanford Graduate School of BusinessStanfordUSA