Developments in Marketing Science: Proceedings of the Academy of Marketing Science Harlan E. Spotts Editors H. Lee Meadow Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference Developments in Marketing Science: Proceedings of the Academy of Marketing Science More information about this series at http://www.springer.com/series/13409 Harlan E. Spotts and H. Lee Meadow Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference Montreal, QC, Canada May 24 - May 27, 2000 Editors Harlan E. Spotts H. Lee Meadow Western New England University Eastern Illinois University Springfield, MA, USA Charleston, IL, USA ReprintfromOriginaledition Developments in Marketing Science, Volume XXIII edited by Harlan E. Spotts and H. Lee Meadow Copyright © Academy of Marketing Science 2000 All rights reserved. ISBN 978-3-319-11884-0 ISBN 978-3-319-11885-7 (eBook) DOI 10.1007/978-3-319-11885-7 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014953629 © Academy of Marketing Science 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. 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The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com) ACADEMY OF MARKETING SCIENCE Officers, 1998-2000 President Vice President for Academic Affairs Kathleen A. Krentler Charles Ingene San Diego State University University of Washington President-Elect Vice President for Development Robert A Peterson Robert "Robin" H. Luke University of Texas Southwest Missouri State University Executive Vice President/Director Vice President for Publicity and Public Harold W. Berkman Relations University ofMiami Elizabeth J. Wilson Louisiana State University Vice President for Programs VP for Finance & Treasurer M. Joseph (Joe) Sirgy Jill S. Attaway Virginia Tech University Illinois State University Vice President for Publications Director of International Programs David W. Cravens Jay Lindquist Texas Christian University Western Michigan University Vice President for Membership-USA Secretary Pratibha A. Dabholkar Julie Baker The University of Tennessee University of Texas-Arlington Vice President for Membership-Canada Chairman, Board of Governors Michel Laroche Charles W. Lamb Concordia University Texas Christian University Vice President for Membership-International Immediate Past President Nigel Piercy Joseph F. Hair, Jr. University of Wales Louisiana State University Board of Governors Sharon E. Beatty (1994-2000) A. Parasuraman (1996-2002) University a/Alabama University ofM iami Michael R. Czinkota (1996-2002) Leyland Pitt (1999-2005) Georgetown University Curtin University of Technology Ken Grant (1994-2000) Jagdish N. Sheth (1994-2000) Aionash University Emory University Roger Kerin ( 1998-2004) Raj an Varadarajan (1998-2004) Southern Methodist University Texas A&M University Charles W. Lamb, Jr. (1998-2004) Rebecca M.J. Wells (1994-2000) Texas Christian University University ofD ayton Robert F. Lusch (1998-2004) Robert B. Woodruff(1996-2002) University ofO klahoma University of Tennessee v 2000 Conference Program Chairs David Lambert Mary Joyce Suffolk University Emerson College Conference Track Chairs Buyer Behavior Alain d 'Astous Ecole Des Hautes Etudes Commercials (HEC) Tom Staffford Texas Woman's University Communication Within and Without the Organization Mike Ewing Curtin University of Technology Angela Hausman Marshall University Creating Segments of One Robert Cosenza Christian Brothers University Susan Taylor Valdosta State University Customer Delivery Systems: From Mom and Pop to the Tom Baker www The University ofN orlh Carolina at Wilmington Charles Hofacker Florida State University Aliah H. Mohd Selleh Universiti Kebangsaan Malaysia Doing Well by Doing "Good": Aligning Profits and Ethical Isabelle Maignan Decision Making · Rijksuniversiteit Groningen Arturo Vasquez-Parraga The University of Texas Pan American Innovation and Entrepreneurship Michael Morris Miami University Shahid Yamin Swinburne University of Technology Integration -Where Does Marketing Fit in the Cross Dennis Pedrick Functional Organization Drake University Leyland Pitt Curtin University ofTechnology Managing Customers Carol Bienstock The University ofM emphis Oscar DeShields California State University, Northn"dge Daniel Flint Florida State University vi Conference Track Chairs (continued) Marketing Across Cultures S. Prasad Kantamneni Emporia State University Bulent Menguc The University ofM elbourne George Zinkhan University ofG eorgia Not-For-Profit and Social Marketing Anne Lavack University of Winnipeg Anna Zarkada-Fraser Queensland University of Technology Public Policy and Legal Environment Robert Green Indiana Uninversity Research Methodology Goutam Challagalla Georgia Institute ofTechnology Naresh Malhotra Georgia Institute ofTechology Services Marketing Anne Balazs Mississippi University for Women Doug Hoffman Colorado State University Special Sessions DonRahtz The College of William and Mary Strategic Marketing Management Steve Burgess University oft he Witwatersrand AjayMenon Colorado State University The Future of Marketing in the Integrated Curriculum Adam Koch Swinburne University of Technology Hector R. Lozada Seton Hall University Alma Mintu-Wimsatt Texas A&lvf-Commerce The Outcome of Value Creation: Customer Satisfaction Harry Harmon Central Missouri State University Judy Siguaw Cornell University The Product and Price Components of Value Matthew Myers University ofO klahoma Rajneesh Suri Drexel University Topic Tables: Marketing in the Millennium Chris Manolis Quinnipiac College Catherine McCabe Suffolk University vii Conference Track Chairs (continued) World Marketing Paul Chao University ofN orthern Iowa Sonny Nwankwo University ofE ast London Donald Stem Washington State University Other Program Members William R Darden Award for Best Research Methodology Goutam Challagalla Paper Georgia Institute of Technology Naresh Malhotra Georgia lmtitute ofTechology M. Wayne DeLozier Best Conference Paper Award Mary Joyce Emerson College David Lambert Suffolk University Doctoral Dissertation Competition John T. Mentzer The University of Tennessee JaneK. Fenyo Student Paper Competition Jolm B. Ford Old Dominion University Stanley C. Hollander Best Retailing Paper Competition Tom Baker University ofN orth Carolina at Wilmington Charles Hofacker Florida State University Aliah H. Mohd Salleh Universiti Kebangsaan Malaysia Proceedings Editors Harlan Spotts Western New England College H. Lee Meadow Eastern Illinois University Local Arrangements Chair Michael Laroche Concordia University viii Award Winning Papers WILLIAM R. DARDEN A WARD FOR BEST RESEARCH METHODOLOGY PAPER "Conjoint J\;Jodel with Artificial and Real Stimuli: A Comparative Assessment of Within and Cross Domain Generalizability and Choice Prediction" James Agarwal, University of Regina Naresh Malhotra, Georgia Institute of Technology M. WAYNE DELOZIER AWARD FOR THE BEST CONFERENCE PAPER "The Role ofC ustomer Value in Arriving at an Assessment ofS atisfaction" Frank Huber, University ofMainz Andreas Herrmann, University of Mainz MARY KAY DOCTORAL DISSERTATION COMPETITION WINNER "Partnering Orientation: A Theoretical Explication and Empirical Measurement oft he Construct, Its Antecedents, and Performance Implications" Mitra Barun Sarkar, University of Central Florida JANEK FENYO STUDENT PAPER COMPETITION ''Network Externalities, Path Dependence or Quality: What Drives the Success ofH igh-Tech Products?" Eden Yin, Doctoral Candidate in Marketing, University of Southern California Acknowledgements The Academy of Marketing Science wishes to extend its sincere thanks to the many individuals and organizations who have contributed to the successful outcome of the Academy of Marketing Science Annual Meeting. A special thanks goes to the local organizing committee, which has done an outstanding job in managing an extremely large number of details and program logistics for a conference of this magnitude. The management of a conference this big is simply not possible without the special cooperation and assistance of the program chairs, conference coordinators, and track chairs. Therefore, the most important acknowledgment goes to Mary Joyce and David Lambert, Conference Co-Chairs. Further, the track chairs worked relentless} y to encourage submission of papers, managing the review process in a timely fashion, and in organizing the session details. They deserve a very special mention and they are also acknowledged in the proceedings. A special thanks goes to Sally Sultan of the AMS Central Office at the University of Miami and Brock Bolerjack, Graduate Assistant to Lee Meadow at Eastern Illinois University. Without their administrative support, this proceedings would not have been possible. Finally, a major acknowledgment and many grateful thanks go to all those who submitted their work, the reviewers who assessed the manuscripts and sessions, and the session chairs and discussants who volunteered to take on the per session duties. With their help and support these individuals helped to make the 2000 Academy of Marketing Science Conference a success. ix