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Plural forms and dual distribution: the “external” party’s perspective and the role of path dependency
Increasingly, marketing activity takes place within complex organizational structures. One example of this is the so-called 'plural forms’ structure,...
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International Market Research
Successful action in foreign markets requires knowledge of the market environment; for this reason, a situation analysis is the first step in...
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Bank efficiency estimation in China: DEA-RENNA approach
The current study proposes a new DEA model to evaluate the efficiency of 39 Chinese commercial banks over the period 2010–2018. The paper also, in...
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Coordinating supply-related scarcity appeals with online reviews
Online reviews play an important role in consumer purchase decisions and have received much research attention. However, previous research has...
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Joint Pricing and Inventory Control with Demand Learning
In this chapter, we discuss various models on joint pricing and inventory control with online demand learning. When firms make pricing and inventory...
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Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers
This chapter provides a nontechnical summary of how to deal with endogeneity in regression models for marketing research applications. When...
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Corporate lobbying and product recalls: an investigation in the U.S. medical device industry
While corporate political activity is increasing, its effects on firms’ marketing-relevant outcomes have been largely overlooked in the literature....
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Heterogeneous treatment effects and optimal targeting policy evaluation
We present a general framework to target customers using optimal targeting policies, and we document the profit differences from alternative...
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Commodity Markets: Machine Learning Techniques
In this chapter, machine learning techniques are introduced to perform historical commodity analysis to derive leading economic macro and micro...
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Promotion
This chapter introduces the visual representation of promotion and promotion mix elements. Specifically discusses advertising and advertising...
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Digital Platforms and Network Catalyzers
Digital platforms broadly represent the environment in which a piece of software is executed, typically online, through a browser. Platforms can also...
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Marketing Science: The Beginnings
The initial stage of what today we call “marketing science” can be dated back to the 1950s, having first come to light in the U.S. It was founded by...
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Modeling Marketing Dynamics Using Vector Autoregressive (VAR) Models
Time-series data include repeated measures of marketing activities and performance that are typically equally spaced in time. In the context of such...
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How does ambivalence affect young consumers’ response to risky products?
Although ambivalence (the coexistence of positive and negative components of an attitudinal target) is common in consumers’ lives, prior research is...
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The impact of online video highlights on TV audience ratings
Short video excerpts from TV shows are a tool that producers/broadcasters use to promote their programs. This study examines how video highlights...
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When the road is rocky: Investigating the role of vulnerability in consumer journeys
Journey research has primarily analyzed agentic, solo travelers making rational single-purchase decisions. In contrast, we examine a journey where...
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Round-robin scheduling with regard to rest differences
Fairness is a key consideration in designing sports schedules. When two teams play against each other, it is only fair to let them rest the same...
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Investigating the Effectiveness of Influencer Marketing
Study 2 of the thesis investigates the effectiveness of influencer marketing on consumer interest and firm performance along the consumer decision...