All Reports
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Creating and Appropriating Alliance Value Through Customer-Centric Structures
Sep 1, 2016 Ju-Yeon Lee and Robert W. Palmatier, 2016, 16-127A customer-centric structure enables firms not only to cultivate relational market-based resources but also to leverage those resources in alliances.
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Arousal Sustainability in Shared Experiential Consumption
Aug 25, 2016 Eunsoo Kim, Anocha Aribarg, and Natasha Zhang Foutz, 2016, 16-126By promoting shared consumption experiences, firms can cultivate a synergistic strategy of customer acquisition and retention.
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Bloggers as Social Influencers: Optimizing Social Media Engagement via Blog Campaigns
Aug 25, 2016 Vanitha Swaminathan, Christian Hughes, and Gillian Brooks, 2016, 16-125In blog campaigns, follower network size is not the only important factor in driving social influence: blogger–follower similarity and sentiment are equally important.
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Feeling Economically Stuck Increases Variety Seeking
Aug 19, 2016 Sunyee Yoon and Hyeongmin Christian Kim, 2016, 16-124This research highlights the important role that perceived economic mobility and economic status jointly play in consumer decision making.
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The Impact of Referral Coupons on Customer Behavior and Firm Revenues: Evidence from Field Experiments
Aug 5, 2016 Raghuram Iyengar and Young-Hoon Park, 2016, 16-123Inspired by the success of referral campaigns in the service industry, retailers have begun offering coupons redeemable by target customers and their friends. How well do they work? The evidence is surprising.