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This paper clarifies why context-specific studies have scientific merit and provides recommendations to authors and journal stewards on how to develop them well. A context-specific study is a study in a unique setting yielding conclusions that can be considered to have limited generalizability to other settings. A firm's industry-think of pharmaceuticals, video games, movies, platform markets, sharing economy-may represent an unambiguous example of a specific context. Unfortunately, the generalizability-specificity dilemma is often misunderstood. Generalizability is excessively heralded as the ideal, and studies in specific contexts are too often denigrated, while both intrinsically can be valuable to the advancement of knowledge. The present paper aims to (1) provide a more nuanced system of beliefs for marketing scholarship to adopt in favor of specificity; (2) offer a helping hand to authors and editors when developing and publishing context-specific studies; (3) review successful examples from the prior literature; and (4) offer clear implications for scholars., Author(s): Stefan Stremersch [sup.1] [sup.2] , Jorge Gonzalez [sup.2] , Albert Valenti [sup.2] , Julian Villanueva [sup.2] Author Affiliations: (1) grid.6906.9, 0000000092621349, Erasmus School of Economics, Erasmus University Rotterdam - [...]

Managers and investors need information about the performance and future prospects of a firm. If information is relevant in steering a business, it is also relevant for its investors' investment decisions. Recent initiatives demand information that supplements and complements a firm's financial statements to bridge the gap between financial statement capabilities and financial reporting objectives. Firms that aim to increase the value of their customer base should manage their business by future-oriented customer metrics. They should also report this information externally because it aligns customer management with corporate goals and investors' perspectives. The authors propose a means to report customer equity that enables monitoring firms' performance with respect to their customer assets. Furthermore, they develop a specific model for Netflix and apply it to quarterly reports that cover more than six years. [ABSTRACT FROM AUTHOR]

Chapter 4 of the book "Marketing Expenditures and Word-of-Mouth Communication: Complements or Substitutes?" by Guillermo Armelini and Julian Villanueva is presented. It summarizes the findings of various studies claiming that word-of-mouth (WOM) has a complementary role in association with traditional marketing initiatives. It also adds that advertising has great impact on new brands and on sales.

Chapter 3 of the book "Marketing Expenditures and Word-of-Mouth Communication: Complements or Substitutes?" by Guillermo Armelini and Julian Villanueva is presented. It explores the factors involved in social contagion, which may explain how word-of-mouth (WOM) may replace advertising. It examines the four issues that may impact the process of social contagion including the role of influentials, the structure of the social networks, content of the message and demand characteristics.

Chapter 2 of the book "Marketing Expenditures and Word-of-Mouth Communication: Complements or Substitutes?" by Guillermo Armelini and Julian Villanueva is presented. It defines the term "word of mouth" (WOM) as an oral, person-to-person communication between two people, generally pertaining to a brand, product or service. It provides an analysis of the similarities and differences between WOM and advertising. It also discusses the effects of advertising on brand value.

An introduction to the book "Marketing Expenditures and Word-of-Mouth Communication: Complements or Substitutes?" by Guillermo Armelini and Julian Villanueva is presented, in which the authors discuss the contents of the book which focus on word-of-mouth (WOM) advertising.