The 2nd Canadian Empirical and Theoretical (ET) Symposium in Marketing Strategy was held on Friday 30th of May, 2014.

It was a very successful event at which some top qulity research was presented. (See below for more details.)




 Photos from the Event: Courtesy of Naim Tajvarpour, PhD student, McMaster University


The one-day symposium features top-quality academic presentations of research in the empirical and theoretical side of marketing. To help increase the profile and quality of Canadian academic marketing strategy research in the empircal and theoretical fields. To this end the conference will:

1) Bring together academics and PhD students based in Canada to discuss their research.
2) Identity and promote future directions in industrial marketing strategy research in Canada by helping academics understand topics of importance to practitioners.
3) Showcase empirical research on marketing topics.
4) Encourage the development of high quality marketing theory.
5) Help provide a bridge to practitioners by disseminating ideas from top academic research.
6) Encourage creating knowledge networks through collaborative research in the domain.

The Ron Joyce Centre, DeGroote School of Business, McMaster University, 4350 South Service Road, Burlington, ON L7L 5R8, Canada.

8:00am            Registration starts
8:15-8:55am   Breakfast
8:55-9:05am   Welcome etc.

9:10-9:50         Keynote: Chuck Weinberg (British Columbia) An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market
(Paper: Jing Yan , Jason Ho  and Charles B. Weinberg)

9:55-10:25       Yuanfang Lin (Toronto) The Blessing of Targeted Innovations in a Competitive Market
(Paper: Yuanfang Lin, Amit Pazgal and David A. Soberman)
10:25-10:40     Discussant: Ruhai Wu (McMaster)

10:40-10:55     Break

11:00-11:30     Paul Messinger (Alberta) A New Model of Asymmetric Competitive Structure Using Store-level Scanner Data
(Paper: Fang Wu, Paul R. Messinger and Terry Elrod)
11:30-11:45      Discussant: Matthew Osborne (Toronto)

11:50-12:20     Yupin Yang (Simon Fraser) Who Sponsors Whom and Why? An Empirical Investigation of Sports Sponsorships
(Paper: Yupin Yang and Avi Goldfarb)
12:20-12:35     Discussant: Tirtha Dhar (UOIT)

12:35-2:35       Lunch + Poster Session

2:35-3:05pm   Tanya Mark (Guelph) A Dynamic Segmentation Framework: Assessing Omnichannel Behavior of Customers
(Paper: Tanya Mark, Jan Bulla, Rakesh Niraj and Ingo Bulla)
3:05-3:20pm   Discussant: Sridhar Moorthy (Toronto)

3:25-3:55pm    Kersi Antia (Western) All for One, One for All: Governance and Bankruptcy in Franchisor-Franchisee Relationships
(Paper: Kersi Antia, Sudha Mani and Kenneth Wathne)
3:55-4:10pm    Discussant: Nicole Coviello (Wilfred Laurier)

4:15-4:45pm    William Allender (McMaster) Consumer Search and the Choice Overload Hypothesis
(Paper: William Allender, Tim Richards and Sungho Park)
4:45-5:00pm    Discussant: Mengze Shi (Toronto)

5:00-6:00pm    Reception and Poster
6:00-7:30pm    Dinner

1)  Moeen Butt (Western): The Use and Abuse of Tobin’s Q in Academic Marketing Research (Co-author: Neil Bendle)
2)  Mansur Khamitov (Western): Human Brands in Academia: Predictors of successful placement for marketing doctoral graduates (Co-author: Neil Bendle)
3)  Hamed Mehrabi (Wilfred Laurier): Institutional Effects on the Configuration of Market-Based Capabilities: A Conceptual Framework (Co-author: Nicole Coviello)
4)  Hélène Moore (Ryerson): Therapy promotion effectiveness in the biotechnology sector; An empirical analysis for Immunoglobulins on the German market.
5)  Anna Sadovnikova (McMaster): Strategic Green Alliances and Firm Value Creation (Co-author: Ashish Pujari)
6)  Saeed Shekari (McMaster): Industrial Product Performance Contracts in Multicomponent Systems Industries (Co-author: Sourav Ray)
7)  Shervin Shahrokhi Tehrani (Toronto): Selling your product through competitors’ outlets: channel strategy when consumers comparison shop (Co-authors: Yongmin Chen, Sridhar Moorthy)
8)  Robert Waiser (Toronto): Not Necessarily Sandbagging: Why Do Sales Managers Lobby for Bigger Budgets?
9)  Chuck Wood (Duquesne): When Market Leaders Leave Their Tier: Asymmetric Pricing in Online Sales of High Technology Products (Co-authors: Sourav Ray, Paul Messinger)
10) Alina Nastasoiu (Western): The Intrinsic Value of Loyalty Points: a Dynamic Structural Model (Co-author Mark Vandenbosch, Neil Bendle)


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

David Soberman, Canadian National Chair in Strategic Marketing, Rotman School of Management, University of Toronto

Paul Messinger, Associate Professor of Marketing, Alberta School of Business, University of Alberta