“…In contrast with the extant, primarily analytically based research on order management (e.g., Ramdas, 2003), we conduct an empirical study of the effectiveness of the different order management practices. To be sure, analytical research has helped us understand how to optimize different tasks in order management, such as the delivery date promising (Bertrand, Zuijderwijk, & Hegge, 2000; Barut & Sridharan, 2005; Venkatadri, Srinivasan, Montreuil, & Saraswat, 2006). For some reason, however, the applications that have been found effective in analytical research have been scarcely implemented in practice (e.g., Krishnan & Ulrich, 2001).…”