All Reports
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How Customer Referral Programs Turn Social Capital into Economic Capital
Feb 24, 2015 Christophe Van den Bulte, Emanuel Bayer, Bernd Skiera, and Philipp Schmitt, 2015, 15-102Uses data from a bank to test two possible mechanisms for the higher margins/lower churns exhibited by customers acquired through customer referral programs: better matching between referred customers and the firm, and social enrichment by the referrer.
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How the Internet Has Changed the Marketing of Entertainment Goods: The Case of the Music Industry
Jan 26, 2015 Dominik Papies and Harald J. van Heerde, 2015, 15-101
Investigates how broadband Internet has changed the relationship between record and concert revenues and the effectiveness of new releases, advertising, and TV and radio airplay, based on German data for close to 400 artists across seven years.
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How Free Digital Products Grow
Jan 22, 2015 Gil Appel, Barak Libai, and Eitan Muller, 2015, 15-100
Using data on tens of thousands of digital products, provides evidence that freeware’s growth pattern departs from the traditional bell-shaped growth with a cumulative “s-shaped” pattern; identifies archetype growth patterns for such free products.
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How to Identify and Better Manage Hunters and Farmers in the Sales Force
Dec 22, 2014 Thomas E. DeCarlo and Son K. Lam, 2014, 14-122In three empirical studies, examines the antecedents and moderating factors that influence salesperson hunting and farming orientations, and effects of salesperson ambidextrous behavior (i.e., having both orientations) on individual salesperson-generated profit margins.
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Consequences of Customer Engagement: How Customer Engagement Alters the Effects of Habit-, Dependence-, and Relationship-Based Intrinsic Loyalty
Dec 19, 2014 Conor M. Henderson, Lena Steinhoff, and Robert W. Palmatier, 2014, 14-121Investigates the performance ramifications of customer engagement; uses a longitudinal field experiment with a service provider to identify how initiatives interact with intrinsic customer loyalty mechanisms (habit, dependence, and relationship).