October 13, 2005
Prof. Bart Bronnenberg Receives John D.C. Little Award For Best Marketing Paper
Third Time in Four Years the Prestigious Award Goes to UCLA Anderson Marketing Faculty
LOS ANGELES - For the third time in four years, a UCLA Anderson professor has earned the prestigious John D.C. Little Award, given annually to the best marketing paper published in Marketing Science or Management Science. Bart Bronnenberg received the honor for his paper, “Market Roll-Out and Retailer Brand Adoption for New Brands,” co-authored by Prof. Carl Mela of Duke University’s Fuqua School of Business.
Bronnenberg joins marketing faculty colleagues Ely Dahan (who received the award last year) and Dominique Hanssens (who was honored three years ago and also won in 1995) as winners of the award presented by the Institute for Operations and the Research Management Sciences (INFORMS Society).
“It’s nice to win the Little award,” said Bronnenberg. “But it’s really very good for the marketing group to receive these kinds of awards. It’s quite rare that a group has won such an award three times in four years.”
The award-winning paper looks at the ways in which manufacturers introduce new products into the marketplace. Bronnenberg and Mela analyzed the multi-billion dollar frozen pizza industry, in particular the DiGiorno and Freschetta brands. “We found that brands roll out pretty slowly,” Bronnenberg said. “DiGiorno was first introduced in a few local markets and wasn’t a national brand until two years later.” The paper also explores how the brands went from regional introduction to a national brand.
“We found two things,” he said. “First, manufacturers select markets where retailers cover the widest possible geographic area and, second, that retailers select new products based on their competitors. We found retailers influence each other.”
Bronnenberg discusses his current research in his classes: “We use it as an illustration about consumer goods that leads to discussions about market share. The MBA students react favorably to the discussion; it’s easy to use in class.” But it will take more time and further study before the results are accepted more generally as fact.
“For the results to become empirical fact, we need to look at whether or not the same thing happens in other markets as well,” Bronnenberg said. “We’re looking at generalizing the result to see if it generalizes to different categories. The things we use in class now as generalized facts were first published as examples maybe 10 years ago, but with the appropriate caveats we can discuss these results from the get go.”
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