Journal Articles

Moorman, Christine, Ajay K. Kohli, and Bernard J. Jaworski, “Rethinking Marketing Knowledge Protection: Hidden Costs and Uncertain Benefits,” Journal of Marketing, forthcoming.

Moorman, Christine (2024), “How to be a Pro-Social Scholar in Marketing,”  Journal of Public Policy & Marketing, forthcoming. (Invited Commentary) PDF

Moorman, Christine, Alina Sorescu, and Nader Tavassoli (2024), “Brands in the Labor Market: How Vertical and Horizontal Brand Differentiation Impact Pay and Profits Through Employee-Brand Matching,” Journal of Marketing Research, 61 (2), 204-224. PDF

Moorman, Christine, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier (2024), “Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions,” Journal of Marketing, 88 (1), 1-14. (Editorial) PDF

Madan, Shilpa, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie K. John, Aparna A. Labroo, Peggy J. Liu, John G. Lynch Jr., Nina Mazar, Nicole L. Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan, and Katherine White (2023), “Reaching for Rigor and Relevance: Better Marketing Research for a Better World,” Marketing Letters, 34 (1), 1-12. PDF

Moorman, Christine, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier (2022), “From Vision to Reality: Lessons in Creating a Marketplace of Ideas,” Journal of Marketing , 86 (6), 4-12. (Editorial) PDF

Wies, Simone, Christine Moorman, and Rajesh K. Chandy (2022), “Innovation Imprinting: Why Some Firms Beat the Post-IPO Slump,” Journal of Marketing, 87 (2), 232-252. PDF

Chandy, Rajesh K., Gita Venkataramani Johar, Christine Moorman, and John H. Roberts (2021), “Better Marketing for a Better World,” Journal of Marketing, 85 (3), 1-9. (Editorial) PDF

van Heerde, Harald J., Christine Moorman, C. Page Moreau, and Robert W. Palmatier (2021), “Reality Check: Infusing Ecological Value into Academic Marketing Research,” Journal of Marketing, 85 (2), 1-13. (Editorial) PDF

Deighton, John A., Carl F. Mela, and Christine Moorman (2021), “Marketing Thinking and Doing,” Journal of Marketing, 85 (1), 1-6. (Editorial) PDF

Moorman, Christine (2020), “Commentary: Brand Activism in a Political World,” Journal of Public Policy and Marketing, 39 (4), 388-392. PDF

Xu, Alison Jing, Christine Moorman, Vivian Yue Qin, and Akshay Rao (2020), “Four More Years: Presidential Elections, Comparative Mind-set, and Managerial Decisions,” Academy of Management Journal, 63 (5), 1370-1394. PDF

Moorman, Christine and George S. Day, (2016), “Organizing for Marketing Excellence,” Journal of Marketing, 80 (November), 6-35. PDF
**Finalist, Shelby D. Hunt/Harold H. Maynard Award, Journal of Marketing.
**Finalist, JM/Sheth Foundation Award for Long-term Contributions, Journal of Marketing.

Rust, Roland T., Christine Moorman, and Jacqueline van Beuningen (2016), “Quality Mental Model Convergence and Business Performance,” International Journal of Research in Marketing, 33 (March), 155-171. PDF

Simone Wies and Christine Moorman (2015), “Going Public: How Stock Market Listing Changes Firm Innovation Behavior,” Journal of Marketing Research, 52 (October), 694-709. PDF
**Finalist, Weitz-Winter-O’Dell Award for Long-term Contributions, Journal of Marketing Research.

Moorman, Christine, Simone Weis, Natalie Mizik, and Fredrika J. Spencer (2012), “Firm Innovation and the Ratchet Effect Among Consumer Packaged Goods Firms,” Marketing Science, 31 (November-December), 934-951. PDF

Moorman, Christine, Rosellina Ferraro, and Joel Huber (2012), “Unintended Nutrition Consequences: Firm Responses to the Nutrition Labeling and Education Act,” Marketing Science, 31 (September-October), 717-737. PDF
**Lead article in issue.
**Finalist, John D. Little Award, Marketing Science.

Moorman, Christine, Rosellina Ferraro, and Joel Huber (2012), “From Consumer Information Regulation to Competition: A Response,” Marketing Science, 31 (September-October), 738-755. PDF

Golder, Peter, Debanjan Mitra, and Christine Moorman (2012), “What is Quality? An Integrative Framework of Processes and States,” Journal of Marketing, 76 (July), 1-23. PDF
**Lead article in issue.
**Winner, Harold H. Maynard Award, Journal of Marketing.

Noordhoff, Corine, Kyriakos Kyriakopoulos, Christine Moorman, Piet Pauwels, and Benedict Dellaert (2011), “The Bright Side and Dark Side of Embedded Ties in Business-to-Business Innovation,” 75 (September), Journal of Marketing, 34-52. PDF

Rust, Roland T., Christine Moorman, and Gaurav Bhalla (2010), “Rethinking Marketing,” Harvard Business Review, 88 (January/February), 94-101. PDF

Swaminathan, Vanitha and Christine Moorman (2009), “Marketing Alliances, Firm Networks, and Firm Value Creation,” Journal of Marketing 72 (September), 52-69. PDF

Rindfleisch, Aric, Alan J. Malter, Shankar Ganesan, and Christine Moorman (2008), “Cross-Sectional Versus Longitudinal Survey Research: Concepts, Findings, and Guidelines,” Journal of Marketing Research , XLV (June), 261-279. PDF
**Lead article in issue.
**Finalist, William O’Dell Award, Journal of Marketing Research.

Srinivasan, Raji and Christine Moorman (2005), “Strategic Firm Commitments and Rewards to Customer Relationship Management Investments in Online Retailing,” Journal of Marketing, 69 (October), 193-200. PDF

Moorman, Christine, Rex Du, and Carl F. Mela (2005), “The Effect of Standardized Information on Firm Survival and Marketing Strategies,” Marketing Science, 24 (Spring), 263-274. PDF

Moorman, Christine, Kristin Diehl, David Brinberg, and Blair Kidwell (2004), “Subjective Knowledge, Search Location, and Consumer Choice,” Journal of Consumer Research, 31 (December), 673-680. PDF

Kyriakos, Kyriakopoulos and Christine Moorman (2004), “Tradeoffs in Marketing Exploitation and Exploration Strategies: The Overlooked Role of Market Orientation,” International Journal of Research in Marketing, 21, 219-240. PDF

Moorman, Christine and Donald R. Lehmann (2004), Assessing Marketing Strategy Performance, Cambridge, MA: Marketing Science Institute. Table of Contents

Rindfleisch, Aric and Christine Moorman (2003) “Interfirm Cooperation and Customer Orientation,” Journal of Marketing Research, 40 (November), 406-420. PDF

Rebecca J. Slotegraaf, Christine Moorman, and J. Jeffrey Inman (2003), “The Role of Firm Resources in Returns to Market Deployment,” Journal of Marketing Research, 40 (August), 295-309. PDF

Roland T. Rust, Christine Moorman, and Peter R. Dickson (2002) “Getting Returns from Service Quality: Revenue Expansion, Cost Reduction, or Both?,” Journal of Marketing, 66 (October), 7-24. PDF
**MSI/H.Paul Root Award for Best Paper in the Journal of Marketing, 2002.
**Best Paper, Marketing Science Institute, 2002.
**Lead article in issue.

Moorman, Christine (2002), “Consumer Health Under the Scope,” Journal of Consumer Research, 29 (June), 152-158. PDF

Miner, Anne, Paula Bassoff, and Christine Moorman (2001), “Organizational Improvisation and Learning: A Field Study,” Administrative Science Quarterly, 46 (June), 304-337. PDF

Rindfleisch, Aric and Christine Moorman (2001), “The Acquisition and Utilization of Information in New Product Alliances: A Strength-of-Ties Perspective,” Journal of Marketing, 65 (April), 1-18. PDF
**Lead article in issue.
**Summary reprinted in Marketing News, March 12, 2001.

Moorman, Christine and Roland T. Rust (1999), “The Role of Marketing,” special millennium issue of the Journal of Marketing, 63 (Special Issue), 180-197. PDF

Moorman, Christine and Rebecca J. Slotegraaf (1999), “The Contingency Value of Complementary Capabilities in Product Development,”Journal of Marketing Research, 36 (May), 239-257. PDF

Moorman, Christine and Anne S. Miner (1998), “Organizational Improvisation and Organizational Memory,” Academy of Management Review, 23 (October), 698-723. PDF
**Reprinted in Comportamento Organizacional e Gestão, ed. Miguel P. Cunha.

Moorman, Christine and Anne S. Miner (1998), “The Convergence of Planning and Execution: Improvisation in New Product Development,” Journal of Marketing, 62 (July), 1-20. PDF
**Lead article in issue.
**Reprinted in Organizational Improvisation, eds. Ken Kamoche, M.P. Cunha, and J.V. Cunha, London: Routledge.

Moorman, Christine (1998), “Market-level Effects of Information: Competitive Responses and Consumer Dynamics,” Journal of Marketing Research, 35 (February), 82-98. PDF

Moorman, Christine and Anne S. Miner (1997), “The Impact of Organizational Memory in New Product Performance and Creativity,” Journal of Marketing Research, 34, (February), 91-106. PDF

Moorman, Christine (1996), “A Quasi-Experiment to Assess the Consumer and Informational Determinants of Nutrition Information Processing Activities: The Case of the Nutrition Labeling and Education Act,” Journal of Public Policy & Marketing, 15 (Spring), 28-44. PDF
**Selected as Best Paper 1994-1996, Journal of Public Policy Marketing.

Moorman, Christine (1995), “Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes,” Journal of Marketing Research, 32 (August), 318-335. PDF
**Reprinted as, "Les Processus Organisationnels d'information de Marché: Les Antécédents Culturels et les Résultats d'un Produit Nouveau," Recherche et Applications en Marketing Une revue de l'Association Franscaise du Marketing Publiée avec le concours du CNRS, (1996), Volume 11 (3), 75-102.

Moorman, Christine, Rohit Deshpandé, and Gerald Zaltman (1993), “Factors Affecting Trust in Market Research Relationships,” Journal of Marketing, 57 (January), 81-101. PDF

Moorman, Christine and Erika Matulich (1993) “A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability,” Journal of Consumer Research, 20 (September), 208-228. PDF

Moorman, Christine, Gerald Zaltman, and Rohit Deshpandé (1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations,” Journal of Marketing Research, 29 (August), 314-328. PDF
**Reprinted in Using Market Knowledge, ed. Rohit Deshpandé, Cambridge, MA: The Marketing Science Institute.

MacInnis, Deborah J., Christine Moorman, and Bernard Jaworski (1991) “Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information From Ads,” Journal of Marketing, 55 (October), 32-53. PDF

Moorman, Christine (1990), “The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information,” Journal of Consumer Research, 17 (December), 362-374. PDF

Moorman, Christine and Linda L. Price (1989), “Consumer Policy Remedies and Consumer Segment Interactions,” Journal of Public Policy and Marketing, 8, 181-203. PDF

Zaltman, Gerald and Christine Moorman (1989), “The Management and Use of Advertising Research,” Journal of Advertising Research, 29 (December/January), 11-18. PDF

Zaltman, Gerald and Christine Moorman (1988), “The Importance of Personal Trust in the Use of Research,” Journal of Advertising Research, 28 (October/November), 16-24. PDF

Business Press Articles

Moorman, Christine, Carl F. Mela, Brian Cooper, Kathleen Erickson, and Lindsay Korstange (2025), "Research: Marketing Tech Is Broken. Here's How to Fix It," Harvard Business Review, July 3. Link

Moorman, Christine and Koen Pauwels (2024), "Why Marketers are Spending Less on Social Media," Harvard Business Review, October 14. Link

Moorman, Christine and Colleen Hickey (2024), "When AI Investments Pay Off in Marketing," MIT Sloan Management Review, April 9. Link

Moorman, Christine and Michelle Seals (2024), "Ensuring DE&I Investments Drive Significant Business Impact," Marketing News, March 8. Link

Tavassoli, Nader and Christine Moorman (2023), "The End of Averages for Marketing Budgets," MIT Sloan Management Review, November 16. Link

Moorman, Christine, Jana Soli, and Michelle Seals (2023), "How the Pandemic Changed Marketing Channels," Harvard Business Review, August 1. Link

Moorman, Christine and Katie Hinkfuss (2023), "Managing the Cultural Pitfalls of Hybrid Work, MIT Sloan Management Review, May 2. Link

Moorman, Christine, Jana Soli, and Dennis Cardoso (2022), "Closing the Gap Between Digital Marketing Spending and Performance," Harvard Business Review, July 29. Link

Moorman, Christine and Katie Hinkfuss (2022), "Marketing Are the Logical Choice to Lead on Sustainability, Marketing Week, June 14. Link

Moorman, Christine, Megan Ryan, and Nader Tavassoli (2022), "Why Marketers are Returning to Traditional Advertising," Harvard Business Review, April 29. Link

Magill, Paul and Christine Moorman (2022), "Do Your Marketing Metrics Show You the Full Picture?" Harvard Business Review, April 4. Link

Moorman, Christine and Megan Ryan (2022), "Authentic Brands and Political Speech: Can Companies Have It Both Ways?," Marketing Week, January 6. Link

Moorman, Christine and Megan Ryan (2021), "Leveraging Marketing for Business Growth" CMS Wire, December 17. Link

Moorman, Christine and Jennifer Veenstra (2021), "Making the Business Case for Your Marketing Budget," Harvard Business Review, November 12. Link

Moorman, Christine (2021), "Digital Marketing Spending Soars as Marketers' Roles Reach Higher Echelons," Marketing News, September 15. Link

Moorman, Christine and Quinn Garber (2021), "Marketers Reluctant to Promote National Unity," Marketing News, July 9. Link

Moorman, Christine, Sierra Moraven, and James Fiene (2021), "Deepening Diversity, Equity and Inclusion in Marketing, CMS Wire, July 8. Link

Moorman, Christine, Brittney Shkil and Jennifer Veenstra (2021), "A Recipe for Building Brand Value in an Era of Disruption," CMS Wire, May 26. Link

Moorman, Christine and Brittney Shkil (2021), "How Covid-19 Changed Marketing," CMS Wire, May 12. Link

Moorman, Christine and Torren McCarthy (2020), "How to Get More from Your Social Media Partner, Harvard Business Review, July 27. Link

Moorman, Christine (2020), "Marketers Take the Spotlight Doing More with Less," Forbes, July 1. Link

Moorman, Christine (2020), Covid Drives Digital As Marketers Pivot Into Stronger and Leaner Roles," Forbes, June 18. Link

Moorman, Christine (2020), "Pandemic Exacts Toll: Digital Strategies Pay Off and Marketers Expect Them to Pay Forward," Forbes, June 16. Link

Moorman, Christine and Torren McCarthy (2020), "How Retailers Can Reach Consumers Who Aren't Spending, Harvard Business Review, April 16. Link

Moorman, Christine (2020), "Making the Most of Your Marketing Team During COVID-19, "Forbes, March 30. Link

Moorman, Christine (2020), "Top Ten Results From The February 2020 CMO Survey," Forbes, February 26. Link

Moorman, Christine and Lauren Kirby (2019), "How Marketers Can Overcome Short-Termism," Harvard Business Review, November 21. Link

Magill, Paul, Christine Moorman, and Nikita Avdiushko (2019), "8 Ways Marketers Can Show Their Work's Financial Results," Harvard Business Review, July 31. Link

Moorman, Christine and Lauren Kirby (2019), "Top Marketing Trends of the Decade," Marketing News. Link

Moorman, Christine (2019), "Top Ten Results From The CMO Survey -- August 2019," Forbes, August 28. Link

Moorman, Christine (2019), "9 Ways Marketers are Driving Growth in 2019," Forbes, March 27. Link

Moorman, Christine (2019), "CMO Survey: Marketers Join CFOs In Predicting An Economic Downturn," Forbes, February 27. Link

Moorman, Christine and Lauren Kahn (2018), "The 2019 Marketing Jobs Outlook is Bright," Marketing News, November 1. Link

Harvey, Campbell R., Christine Moorman, and Marc Toledo (2018), "How Blockchain Can Help Marketers Build Better Relationships with Their Customers," Harvard Business Review, October 1. Link

Mela, Carl F. and Christine Moorman (2018), "Why Marketing Analytics Hasn't Lived Up to Its Promise," Harvard Business Review, May 30. Link

Moorman, Christine and Jen Veenstra (2018), "What are the Most Important Qualities of an Effective CMO?" Marketing News, January. Link

Moorman, Christine, Katie Campbell Dettmann, Becca Ramble, and Aaron Lavin (2017), "How Brands Can Benefit From the Social Media Multiplier Effect," Marketing News, February 2. Link

Moorman, Christine (2016), "Marketing's Roles and Responsibilities Reexamined," Marketing News, October, 24-26. Link

Moorman, Christine (2016), "12 Reasons You Aren't Making Use of Customer Insights," Marketing News, March, 24-25. Link

Moorman, Christine (2015), "The Digital Learning Race," Marketing News, October, 36-37. Link

Moorman, Christine (2015), "Spotty Analytics Usage in the Era of Data-Driven Business," Marketing News, April, 28-30. Link

Arika, M. Alejandro Diaz, John Forsyth, Christine Moorman, and Mike Westover (2015), Quantifying the Impact of Marketing Analytics Harvard Business Review, November 5. Link

Forsyth, John, Christine Moorman, and Mike Westover (2014), "Recruit Better Data Analysts," Harvard Business Review, February 14. Link

Moorman, Christine (2014), "10 Tips for a Better Return on Marketing Analytics," Marketing News, October, 24-25. Link

Moorman, Christine (2014), "From Marketing Spend to Marketing Accountability," Marketing News, May, 24-25. Link

Moorman, Christine (2012), "Ten Trends from The CMO Survey," Marketing Management, (Fall), 16-17. Link

"Moorman, Christine (2011), "How Economic Confidence Affects Marketer Spending," Marketing News, December 30, 2011, 22-24. Link

Moorman, Christine (2011), "Integrating Social Media," Marketing Management, (Winter), 17-18. Link

Moorman, Christine (2011), "Marketing by the Numbers: How to Paint an Economic Recovery," Marketing Management, (Summer), 16-17. Link

Moorman, Christine (2010), "Strong Sales Reflect Rebound," Marketing Management, (Winter), 18-19. Link

Moorman, Christine (2010), "Up, Up, and Away," Marketing Management, (Summer), 16-17. Link

Moorman, Christine (2009), "Look Both Ways," Marketing Management, (Nov-Dec), 28-30. Link

Moorman, Christine (2009), "CMO Pessimism Waning," Marketing Management, (May/June), 3-5. Link

Moorman, Christine (2008), "CMOs Take the Market's Pulse," Marketing News, (Nov), 22. Link

Moorman, Christine (2008), "CMOs Extremely Pessimistic about the Future, New CMO Survey Finds," Marketing Management, (November/December), 3-5 and 47. Link

Book Chapters

Moorman, Christine and Donald R. Lehmann (2004), “Assessing Marketing Strategy Performance: How We Get There?” in Assessing Marketing Strategy Performance, eds. Christine Moorman and Donald R. Lehmann, Cambridge, MA: Marketing Science Institute. PDF

Houston, Mark, Mike Hutt, Christine Moorman, Peter Reingen, Aric Rindfleisch, Vanitha Swaminathan, and Beth Walker (2004), “Marketing Networks and Firm Performance,” in Assessing Marketing Strategy Performance, eds. Christine Moorman and Donald R. Lehmann, Cambridge, MA: Marketing Science Institute. PDF

Moorman, Christine and Donald R. Lehmann (2004), Assessing Marketing Strategy Performance, Cambridge, MA: Marketing Sciene Institute. Table of Contents

Moorman, Christine (2000), "Firm Responses to Consumer Information Policy," in Paul N. Bloom and Greg Gundlach, (eds), Marketing and Society, Thousand Oaks, CA: Sage Publications, 105-131. PDF

Rust, Roland T. and Christine Moorman (1998), "Implementing Return on Quality Efforts: Organizational Factors and Value to the Firm," in Eberhard E. Scheuing, Stephen W. Brown, Bo Edvardsson, and Robert Johnston, eds., Pursuing Service Excellence: Practices and Insights, New York: ISQA, 257-261.

Moorman, Christine (1994), "An Innovation Adoption Approach to the Dissemination of Health Information to Consumers," in Effective Dissemination of Clinical and Health Information, eds., L. Secrest, T. E. Backer, E. M. Rogers, T. F. Campbell, and M. L. Grady, Washington, D.C.: Agency for Health Care Policy Research, 49-68. PDF

Moorman, Christine, Brian Uzzi, and Karen Russo France (1990), "Managing Synergy in Planned Change-Systems," Advances in Nonprofit Marketing, ed. Russell Belk, Volume 3, Greenwich CT: JAI Press, Inc., 1-26.
**Reprinted in a different form in Knowledge in Society: The International Journal of Knowledge Transfer (1990), July, 1-25.

Moorman, Christine (1990) Review of Amitai Etzioni's The Moral Dimension: Toward a New Economics, Journal of Marketing, 54 (July), 114-116. PDF

Moorman, Christine (1987), "Marketing as Technique: The Influence of Marketing on the Meanings of Consumption," in Philosophical and Radical Thought in Marketing, eds. R. Bagozzi, N. Dholakia, and A. Firat, Lexington, MA: D.C. Heath & Co., 71-89. PDF

Reports

Moorman, Christine, Roland T. Rust, and Peter R. Dickson (2004), “The Managerial Path to Return on Quality: How Individual and Collective Beliefs Evolve in the Firm,” Marketing Science Institute Working Paper Series, Issue 2. PDF

Roland T. Rust, Christine Moorman, and Peter R. Dickson, "Returns from Service Quality: Is the Conventional Wisdom Wrong?," Market Science Institute Report Number 00-120, Cambridge, MA: Marketing Science Institute.

Moorman, Christine (1999) "Developing a Research Agenda on Managing Market Knowledge," in Market Knowledge Management Conference Proceedings, Report Number 99-102, Cambridge, MA: Marketing Science Institute.

Moorman, Christine (1997) "Competitive Responses to External Market Information Flows: The Case of the Nutrition Information and Labeling Act," Marketing Science Institute Report Number 97-121, Cambridge, MA: Marketing Science Institute.

Miner, Anne S., Christine Moorman, and Paula Bassoff (1997), "Organizational Improvisation and New Product Development," Marketing Science Institute Report Number 97-110, Cambridge, MA: Marketing Science Institute.

Moorman, Christine and Anne S. Miner (1995), "Walking the Tightrope: Organizational Improvisation and Information Use in New Product Development and Introduction," Marketing Science Institute Report Number 95-101, Cambridge, MA: Marketing Science Institute.

Moorman, Christine and Jon R. Austin (1995), "The Paradox of Low Quality and High Use: Researchers' Influence on the Nature and Utilization of Market Information," Marketing Science Institute Report Number 95-116, Cambridge, MA: Marketing Science Institute.

Moorman, Christine, Rohit Deshpandé, and Gerald Zaltman (1993), "Relationships Between Providers and Users of Market Research: The Role of Personal Trust," Marketing Science Institute Report Number 93-111, Cambridge, MA: Marketing Science Institute.