Sainam, Preethika, Seigyoung Auh, Richard Ettenson, and Bulent Menguc (2024), “The High Cost of Misaligned Business and Analytics Goals,” Harvard Business Review, https://hbr.org/2024/06/the-high-cost-of-misaligned-business-and-analytics-goals
Menguc, Bulent, Seigyoung Auh, Dionysius Ang, and Nimet Uray (2024), “Don’t Give Me Just Positive Feedback: How Positive and Negative Feedback Can Increase Feedback-Based Goal Setting and Proactive Customer Service Behavior,” Journal of the Academy of Marketing Science (in press)
Sainam, Preethika, Seigyoung Auh, Richard Ettenson, and Yeon Sung Jung (2023), “Are You Making the Most of Your Data?” Rotman Management Magazine, Rotman School of Management, University of Toronto, Winter Issue (Big Ideas Issue), 41-45. This paper was originally published in Harvard Business Review under the title, “How Well Does Your Company Use Analytics?” in 2022.
Ga Young Ko, Donghyuk Shin, Seigyoung Auh, Yeonjung Lee, Sang Pil Han (2023) Learning Outside the Classroom During a Pandemic: Evidence from an Artificial Intelligence-Based Education App. Management Science, 69(6), 3616-3649.
Auh, Seigyoung Auh, Bulent Menguc, Frauke Mattison Thimpson, and Aypar Islu (2022), “Conflict-Solving as a Mediator Between Customer Incivility and Service Performance” The Service Industries Journal doi: 10.1080/02642069.2022.2094916
Sainam, Preethika, Seigyoung Auh, Richard Ettenson, and Yeon Sung Jung (2022), “How Well Does Your Company Use Analytics?” Harvard Business Review, https://hbr.org/2022/07/how-well-does-your-company-use-analytics Since publication, 38,836 page views and 22,834 unique visitors.
Auh, Seigyoung, Bulent Menguc, Preethika Sainam, and Yeon Sung Jung (2021), “The Missing Link Between Analytics Readiness and Service Firm Performance,” The Service Industries Journal, 42 (3-4), 148-177.
Menguc, Bulent, Seigyoung Auh, and Fatima Wang (2020), “Customer Participation Variation and Its Impact on Customer Service Performance: Underlying Process and Boundary Conditions,” Journal of Service Research, 23 (3), 299-320.
Auh, Seigyoung, Bulent Menguc, Constantine S. Katsikeas, and Yeon Sung Jung (2019), “When Does Customer Participation Matter? An Empirical Investigation of the Role of Customer Empowerment in the Customer Participation–Performance Link,” Journal of Marketing Research, 56(6), 1012-1033.
Auh, Seigyoung, Bulent Menguc, Pinar Imer, and Aypar Uslu (2019), “Frontline Employee Feedback-Seeking Behavior: How Is It Formed and When Does It Matter?” Journal of Service Research, 22 (1), 44-59.
Katsikeas, Constantine S., Seigyoung Auh, Stavroula Spyropoulou, and Bulent Menguc (2018), “Unpacking the Relationship Between Sales Control and Salesperson Performance: A Regulatory Fit Perspective,” Journal of Marketing, 82 (2), 45-69.
Merlo, Omar, Andreas B. Eisingerich, Seigyoung Auh, and Jaka Levstek (2018), “The Benefits and Implementation of Performance Transparency: The Why and How of Letting Your Customers “See Through” Your Business,” Business Horizon, 61 (1), 73-84.
Menguc, Bulent, Seigyoung Auh, Volkan Yeniaras, and Constantine S. Katsikeas (2017), “The Role of Climate: Implications for Service Employee Engagement and Customer Service Performance,” Journal of the Academy of Marketing Science, 45 (3), 428-451.
Simon J. Bell, Seigyoung Auh, and Andreas B. Eisingerich (2017), “Unraveling the Customer Education Paradox: When, and How, Should Firms Educate Their Customers?” Journal of Service Research, 20 (3), 306-321.
Quackenbos, Douglas, Richard Ettenson, Martin S. Roth, and Seigyoung Auh (2016), “These Traits Help Firms Grow Abroad,” Harvard Business Review, (July/August), 26.
Auh, Seigyoung, David E. Bowen, Ceyda Aysuna Turkyilmaz, and Bulent Menguc (2016), “A Search for Missing Links: Specifying the Relationship between Leader-Member Exchange Differentiation and Service Climate,” Journal of Service Research, 19 (3), 260-275.
Quackenbos, Douglas, Richard Ettenson, Martin S. Roth, and Seigyoung Auh (2016), “Does Your Company Have What It Takes to Go Global?” Harvard Business Review (Digital Article). Reproduced as Harvard Business Review Video Series: What Your Company Needs to Go Global: https://hbr.org/video/4943086602001/what-your-company-needs-to-go-global Reproduced in BizEd Magazine July/August 2016 Issue as “Demystifying Global Markets.”
Menguc, Bulent, Seigyoung Auh, Constantine S. Katsikeas, and Yeon Sung Jung (2016), “When Does (Mis)Fit in Customer Orientation Matter for Frontline Employees’ Job Satisfaction and Performance?,” Journal of Marketing, 80 (1), 65-83. Reproduced in London School of Economics Business Review as “More Customer Orientation is Not Always Better for Frontline Employees.”
Seigyoung Auh, Menguc, Bulent, Stavroula Spyropoulou, and Fatima Wang (2016), “Service Employee Burnout and Engagement: The Moderating Role of Power Distance Orientation,” Journal of the Academy of Marketing Science, 44 (6), 726-745.
Yeyi Liu, Andreas B. Eisingerich, Seigyoung Auh, Omar Merlo, and Hae Eun Helen Chun (2015) “Service Firm Performance Transparency: How, When and Why Does It Pay Off?” Journal of Service Research, 18 (4), 451-467.
Ashraf, Abdul Rehman, Narongsak (Tek) Thongpapanl, and Seigyoung Auh (2014), “The Application of the Technology Acceptance Model under Different Cultural Contexts: The Case of Online Shopping Adoption,” Journal of International Marketing, 22 (3), 68-93.
Auh, Seigyoung, Bulent Menguc, and Yeonsung Jung (2014), “Unpacking the Relationship between Empowering Leadership and Service-Oriented Citizenship Behaviors: A Multi-Level Approach,” Journal of the Academy of Marketing Science, 42 (5), 558-579.
Auh, Seigyoung, Stavroula Spyropoulou, and Bulent Menguc (2014), “When and How Does Sales Team Conflict Affect Sales Team Performance?” Journal of the Academy of Marketing Science, 42 (6), 658-679.
Merlo, Omar, Andreas B. Eisengerich, and Seigyoung Auh (equal contribution) (2014), “Why Customer Participation Matters,” Sloan Management Review (Winter Issue), 81-88.
Eisengerich, Andreas B., Seigyoung Auh, and Omar Merlo (2014), “Acta Non Verba? The Role of Customer Participation and Word of Mouth in the Relationship between Service Firms’ Customer Satisfaction and Sales Performance,” Journal of Service Research, 17 (1), 40-53. (equal contribution)
Menguc, Bulent, Seigyoung Auh, and Peter Yannopoulos (2013), “Customer and Supplier Involvement in Design: The Moderating Role of Incremental and Radical Innovation Capability,” Journal of Product Innovation Management, 31 (2), 313-328.
Menguc, Bulent, Seigyoung Auh, Michelle Fisher, and Abeer Haddad (2013), “To be Engaged or Not to be Engaged: The Antecedents and Consequences of Service Employee Engagement,” Journal of Business Research, 66 (11), 2163-2170.
Menguc, Bulent, Seigyoung Auh, Aypar Uslu (2013), “Customer Knowledge Creation Capability and Performance in Sales Teams,” Journal of the Academy of Marketing Science, 41 (1), 19-39.
Auh, Seigyoung, Bulent Menguc (2013), “Knowledge Sharing Behaviours of Industrial Salespeople: An Integration of Economic, Social Psychological, and Sociological Perspective,” European Journal of Marketing, 47 (8), 1333-1355.
Auh, Seigyoung, Omar Merlo (2012), “The Power of Marketing within the Firm: Its Contribution to Business Performance and the Effect of Power Asymmetry,” Industrial Marketing Management, 41 (5), 861-873.
Auh, Seigyoung, Bulent Menguc, Michelle Fisher, and Abeer Haddad (2011), “The Contingency Effect of Service Employee Personalities on Service Climate: Getting Employee Perceptions Aligned Can Reduce Personality Effects,” Journal of Service Research, 14 (November), 426-441.
Auh, Seigyoung, Bulent Menguc, Michelle Fisher, and Abeer Haddad (2011), “The Perceived Autonomy-Perceived Service Climate Relationship: The Moderating Role of Store-Level Tenure Diversity,” Journal of Retailing and Consumer Services, 18 (6), 509-520.
Menguc, Bulent, Seigyoung Auh, and Young Chan Kim (2011), “Salespeople’s Knowledge-Sharing Behaviors with Coworkers Outside the Sales Unit,” Journal of Personal Selling and Sales Management, 31 (2), 103-122. *Lead article in issue Runner up for the Marvin Jolson Award for Best Contribution to Selling and Sales Management Practice
Park, Hyun-Soo, Seigyoung Auh, and Amro A. Maher (2011), “Marketing’s Accountability and Internal Legitimacy: Implications for Firm Performance,” Journal of Business Research, 65 (11), 1576–1582.
Maher, Amro A., Anusorn Singhapakdi, Hun-Soo Park, and Seigyoung Auh (2010), “The Impact of Collective Guilt on the Preference for Japanese Products,” Journal of Global Academy of Marketing Science, 20 (2), 135-148.
Yannopoulos, Peter, Seigyoung Auh, and Bulent Menguc (2010), “Achieving Fit between Learning and Market Orientation: Implications for New Product Performance,” Journal of Product Innovation Management, 29 (4), 531-545.
Merlo, Omar and Seigyoung Auh (2010), “Marketing’s Strategic Influence in Australian Firms: A Review and Survey,” Australasian Marketing Journal, 18 (2), 49-56.
Menguc, Bulent and Seigyoung Auh (2010), “Development and Return on Execution of Product Innovation Capabilities: The Role of Organizational Structure,” Industrial Marketing Management, 39 (5), 820-831.
Menguc, Bulent, Seigyoung Auh, Lucie Ozan (2009), “The Interactive Effect of Internal and External Factors on a Proactive Environmental Strategy and Its Influence on Firm Performance,” Journal of Business Ethics, 94 (2), 279-298.
Merlo, Omar and Seigyoung Auh (2009), “The Effects of Entrepreneurial Orientation, Market Orientation, and Marketing Subunit Influence on Firm Performance,” Marketing Letters, 20, 295-311.
Auh, Seigyoung and Bulent Menguc (2009), “Broadening the Scope of the Resource-Based View in Marketing: The Contingency Role of Institutional Factors,” Industrial Marketing Management, 38 (7), 757-768.
Auh, Seigyoung, Eric Shih, and Yeosun Yoon (2008), “Aligning Benefits with Payments in a Consumer Financing Context: A Test of the Pattern Alignment Hypothesis,” Journal of Consumer Psychology, 18, 292-303.
De Clercq, Dirk, Bulent Menguc, and Seigyoung Auh (2008), “Unpacking the Relationship Between an Innovation Strategy and Firm Performance: The Role of Task Conflict and Political Activity,” Journal of Business Research, 62 (11), 1046-1053.
Choi, Jong An, Minkyung Koo, Incheol Choi, and Seigyoung Auh (2008), “Need for Cognitive Closure and Information Search Strategy,” Psychology & Marketing, 25 (11), 1027-1042.
Shum, Philip, Liliana Bove, and Seigyoung Auh (2008), “Employees Affective Commitment to Change: The Key to Successful CRM Implementation,” European Journal of Marketing, 42 (11/12), 1346-1371.
Menguc, Bulent and Seigyoung Auh (2008), “Conflict, Leadership, and Market Orientation,” International Journal of Research in Marketing, 25, 34-45.
Auh, Seigyoung and Eric Shih (2008), “Brand Name and Consumer Inference Making in Multigenerational Product Introduction Context,” Journal of Brand Management, 16 (7), 439-454.
Menguc, Bulent and Seigyoung Auh (2008), “The Asymmetric Moderating Role of Market Orientation on the Ambidexterity-Firm Performance Relationship for Prospectors and Defenders,” Industrial Marketing Management, 37, 455-470.
Menguc, Bulent, Han-Sang Lin, and Seigyoung Auh (2007), “A Test of a Model of New Salespeople’s Socialization and Adjustment in a Collectivist Culture,” Journal of Personal Selling and Sales Management, 27 (2), 149-168.
Auh, Seigyoung, Simon Bell, Colin McLeod, and Chuan-Fong Shih (2007), “Co-Production and Customer Loyalty in Financial Services,” Journal of Retailing, 83 (3), 359-370.
Menguc, Bulent, Seigyoung Auh, and Chuan-Fong Shih (2007), “Transformational Leadership and Market Orientation: Implications for the Implementation of Competitive Strategies and Business Unit Performance,” Journal of Business Research, 60 (4), 314-321.
Auh, Seigyoung and Bulent Menguc (2007), “Performance Implications of the Direct and Moderating Effects of Centralization and Formalization on Customer Orientation,” Industrial Marketing Management, 36, 1022-1034 *Lead article in issue
Auh, Seigyoung and Bulent Menguc (2006), “Diversity at the Executive Suite: A Resource-Based Approach to the Customer Orientation-Organizational Performance Relationship,” Journal of Business Research, 59 (5), 564-572.
Bulent Menguc and Seigyoung Auh (2006), “Creating a Firm-Level Dynamic Capability through Capitalizing on Market Orientation and Innovativeness,” Journal of the Academy of Marketing Science, 34 (1), 63-73.
Bulent Menguc and Seigyoung Auh (2005), “A Test of Strategic Orientation Formation vs. Strategic Orientation Implementation: The Influence of TMT Functional Diversity and Inter-functional Coordination,” Journal of Marketing Theory and Practice, 13 (2), 4-19. *Lead article in issue
Bell, Simon, Seigyoung Auh, and Karen Smalley (2005), “Customer Relationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Customer Expertise and Switching Costs,” Journal of the Academy of Marketing Science, 33 (2), 169-183.
Auh, Seigyoung and Bulent Menguc (2005), “The Influence of Top Management Team Functional Diversity on Strategic Orientations: The Moderating Role of Environmental Turbulence and Interfunctional Coordination,” International Journal of Research in Marketing, 22 (3), (September), 333-350.
Auh, Seigyoung and Bulent Menguc (2005), “Top Management Team Diversity and Innovativeness: The Moderating Role of Inter-Functional Coordination,” Industrial Marketing Management, 34 (3), 249-261.
Auh, Seigyoung and Bulent Menguc (2005), Balancing Exploration and Exploitation: The Moderating Role of Competitive Intensity, Journal of Business Research, 58 (12), 1652-1661.
Auh, Seigyoung and Michael D. Johnson (2005), “Compatibility Effects in Evaluations of Satisfaction and Loyalty,” Journal of Economic Psychology, 26 (1), 35-57.
Auh, Seigyoung and Chuan-Fong Shih (2005), “The Relative Effects of Relationship Quality and Exchange Satisfaction on Loyalty,” Journal of Business-to-Business Marketing, 12 (2), 73-100.
Auh, Seigyoung (2005), “The Effects of Soft and Hard Service Attributes on Loyalty: The Mediating Role of Trust,” Journal of Services Marketing, 19 (2), 80-92.
Auh, Seigyoung, Linda Salisbury, and Michael D. Johnson (2003), “Order Effects in Customer Satisfaction Modeling,” Journal of Marketing Management, 19 (3-4), 379-400.
