In Episode 6, JMR Coeditor Karen Winterich talks with Kaitlin Woollley, Associate Professor of Marketing at the Cornell SC Johnson College of Business, and Peggy Liu, Ben L. Fryrear Chair in Marketing and Associate Professor of Business Administration at the University of Pittsburgh Katz Graduate School of Business about how they, along with co-author Daniella Kupor, developed the idea for their 2023 paper, “Does Company Size Shape Product Quality Inferences? Larger Companies Make Better High-Tech Products, but Smaller Companies Make Better Low-Tech Products”. As the title implies, this intriguing article explains why consumers perceive high-tech products to be higher quality when made from large companies and the opposite for low-tech products. The article took shape from a slightly different idea that was just one of three ideas these friends turned co-authors were exploring out of a motivation to find a project to work on together. Drawing upon each author's strengths and speedy turnaround time, they went from idea nugget to published article in seemingly record time.