The 2015 Symposium

On June 5th 2015 the Rotman School at the University of Toronto hosted the third annual ET Symposium. The event saw top quality presentations from many of the most interesting researchers in Canadian academic marketing strategy research.

The aim of the symposium is:

  • To help increase the profile and quality of Canadian research in quantitative marketing strategy
  • Bring together academics and PhD students based in Canada to discuss their research.
  • Identify and promote future directions in industrial marketing strategy research in Canada by helping academics understand topics of importance to practitioners.
  • Showcase empirical research on marketing topics. Encourage the development of high quality marketing theory.
  • Help provide a bridge to practitioners by disseminating ideas from top academic research.
  • Encourage creating knowledge networks through collaborative research in the domain.

The Agenda
8:15-9:00am Breakfast
9:00-9:15 Welcome by Ken Corts, Vice-Dean, Faculty and Research, Rotman School of Management
9:15-10:00 Session 1 Ceren Kolsarici (Queen’s) Uncovering Managers’ Black Box: The Role of Analytics vs. Heuristics in Advertising Budgeting Decisions (Co-authors: Demetrios Vakratsas and Prasad Naik) Discussant: Avi Goldfarb (Toronto)
10:00-10:45 Session 2 Ting Zhu (UBC) Can Price Matching Defeat Showrooming? Discussant: Tirtha Dhar (UOIT)
10:45-11:00 Coffee break
11:00-11:45 Session 3 Peter Landry (Toronto) Bad Habits and Endogenous Decision Points Discussant: Anindya Sen (Waterloo)
11:45-12:30 Session 4 Yu Ma (Alberta) Crossed Signals: The Negative Effects of Manufacturer Warranty Length on Brand Share in Independent Retail Channels (Co-authors: Robert Fisher and Barry Scholnick) Discussant: Sergio Meza (Guelph)
12:30-2:15 Lunch + Poster Session (Desautels Hall, 2nd floor) (All poster presenters to be at their stations by 1:15 pm.)
2:15-3:00 Session 5 Chun Qiu (Wilfrid Laurier) A Model of Seller Manipulation of Consumer Reviews under Competition (Co-author: Ruhai Wu) Discussant: Kankang Wang (Alberta)
3:00-3:45 Session 6 Xin Wang (Ivey) Mining Consumer-Generated Product Reviews to Automate Market Structure Analyses (Co-authors: Feng Mai and Roger Chiang) Discussant: William Allender (McMaster)
3:45-4:15 Coffee Break
4:15-5:00 Session 7 Wei-Lin Wang (McGill) Product Line Length and Brand Preference in the Context of Multiple Discreteness: The Role of Product Line Structure, Interbrand Competition, and Variety Seeking Tendency (Co-author:Demetrios Vakratsas) Discussant: Nitin Mehta (Toronto)
5:00-6:00 Reception (cash bar), Poster session (cont.), Group photo (Desautels Hall, 2nd Floor)
6:00-7:30 Dinner (Desautels Hall, 2nd floor)

All poster sessions in Desautels Hall (2nd floor)
1 Hadi Eslaminosratabadi (McMaster) Product Portfolio Management through Alliance Portfolio: A Combined Perspective (Co-author: Ashish Pujari)
2 Xi Li (Toronto) Channel Strategies when Consumers Deliberate
3 Farhad Sadeh (McMaster) Insights from Agency and Institutional Theories on Ex Ante Voluntary Information Disclosure: Evidence from a Multi-Sector Study in Franchising (Co-author: Manish Kacker)
4 Saeed Shekari (McMaster) Product Performance Contracts in Multi-Component Systems Industries (Co-author: Sourav Ray)
5 Shervin Shahrokhi Tehrani (Toronto) Advertising-Based (Endogenous) Targeting (Co-author: Sridhar Moorthy)
6 Li Wang (McMaster) Electronic Shelf Labels (ESL) and their impact on Prices and Pricing (Co-authors: Sourav Ray, Daniel Levy, and Mark Bergen)
7 Aaron Zhou (Queen’s) Rival Firm Competitive Advertising Response to Horizontal Mergers and Acquisitions (Co-author: Jacob Brower)


Paul Messinger, Associate Professor of Marketing, Alberta School of Business, University of Alberta
Sridhar Moorthy, Manny Rotman Professor of Marketing, Rotman School of Management, University of Toronto.
Sourav Ray, Associate Professor of Marketing, Degroote School of Business, McMaster University
Mark Vandenbosch, Kraft Professor in Marketing and Faculty Scholar, Ivey School of Business, Western University
Here are some pictures from the event.
Andrew Full Class Group IMG_4041 IMG_4042 IMG_4043 IMG_4045 Sourav Xin looking at phone IMG_4040 IMG_4046 IMG_4047