Workshop Series: Ujwal Kayande
Individuals view social objects such as products and relationships from the frame of reference of their beliefs of how the world typically works. For example, if a consumer believes that a powerful car is typically not fuel efficient, she will view a new car’s claim of “more power, less gas” from the frame of reference of those beliefs. What is lesser known is the strong constraining effect of these beliefs on how much individuals value products and relationships. This constraining effect of beliefs results in a phenomenon that we call incoherence.
In this research workshop, I will present a conceptual framework of how the incoherence effect operates, and how it impacts value in both the BtoC as well as the BtoB contexts. While I will give many examples from the world of products, my main focus in this talk will be on the effect of incoherent behaviour by a partner firm in the context of business-to-business exchange relationships. Using a large number of longitudinal reports of industrial buyers and sellers, we find that incoherent behaviour damages relationships even if one partner tries to improve the relationship. This finding provides insights into why exchange relationships that hit a downward spiral can be difficult, if not impossible, to salvage. I will conclude with implications of these findings, and more generally of the effect of incoherence.
Join our staff, students and alumni attending workshops presented by visiting academics on their area of research expertise.
For further information please contact our Workshop Administrator.
Ujwal Kayande is Professor of Marketing at the Australian National University (ANU). He was Head of School at ANU until July 2010, and was previously on the faculty at Penn State University and at the Australian Graduate School of Management (UNSW). He has also served as a visiting faculty member at the Wharton School and Indian School of Business.
Ujwal’s research has been published in the Journal of Marketing Research, Marketing Science, Information Systems Research, the International Journal of Research in Marketing, and the Journal of Retailing. Ujwal’s research has won many awards, including the Lehmann Award (American Marketing Association) and the Distinguished Researcher Award (ANZMAC).
He teaches marketing analytics and marketing strategy to MBAs, EMBAs, and undergraduates. He has won several teaching awards, including the MBA Teaching Excellence Award at Penn State University and the Top Research Supervisor Award at the ANU.