Where Does Innovation Start: With Customers, Users, or Inventors?Apr 21, 2015 Stav Rosenzweig, Gerard J. Tellis, and David Mazursky, 2015, 15-108
Develops a framework with three agents – customer, inventor, and user – and three technologies – novel, imitative, and exaptive – that affect the origin of ideas for innovations; uses data on 180 innovations commercialized between 1900 and 1999.
Investigating the Value of Competitive Mobile Loyalty Program Platforms for Intermediaries and RetailersApr 21, 2015 Joseph Pancras, Rajkumar Venkatesan, and Bin Li, 2015, 15-107
Investigates how differences in benefits obtained by retailers on a competitive mobile loyalty platform are affected by consumer search, retailer location, and consumer response to reward design from multiple retailers.
Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV ActivityApr 21, 2015 Beth L. Fossen and David A. Schweidel, 2015, 15-106
Explores how television advertising contributes to online brand and program word-of-mouth, examines how specific brand, ad, and program characteristics impact online chatter, and assesses the potential value of social TV activity.
Using Forums and Search for Sales Prediction of High-Involvement ProductsApr 10, 2015 Tomer Geva, Gal Oestreicher-Singer, Niv Efron, and Yair Shimshoni, 2015, 15-105
Examines the interplay between search trend data and publicly available WOM from social media websites in the context of sales prediction; based on sales data for 23 U.S. car brands, Google search trend data, and a comprehensive scan of internet discussion forums.
Brand Buzz in the EchoverseApr 6, 2015 Kelly Hewett, William Rand, Roland T. Rust, and Harald J. van Heerde, 2015, 15-104
Explores the complex feedback loops between corporate communications, news media, and user-generated social media; based on statistical analysis of a comprehensive brand communications dataset in the financial services industry from 2007-2014 and qualitative interviews with 13 brand communications executives.