Competitive Price Targeting with Smartphone CouponsFeb 8, 2016 Jean-Pierre Dubé, Zheng Fang, Nathan Fong, and Xueming Luo, 2016, 16-103
Mobile technology allows firms to target promotional offers to customers located near a competitor. How does competitor response moderate the profitability of geo-conquesting?
Group MarketingFeb 3, 2016 Colleen M. Harmeling, Eric Fang, Robert W. Palmatier, and Dianwen Wang, 2016, 16-102
Firms employ group marketing strategies to influence consumer purchase decisions. How do their effects change over time and for different products?
The Impact of Online Product Reviews on Product ReturnsJan 28, 2016 Nachiketa Sahoo, Chrysanthos Dellarocas, and Shuba Srinivasan, 2016, 16-101
Analysis of transaction-level data from a multi-channel, multi-brand specialty retailer suggests that online consumer reviews help shoppers make better purchase decisions—leading to lower product returns.
Should You Adapt Your Pricing and Ratings Reaction to a Country’s Cultural and Socioeconomic Setting?Jan 19, 2016 Raoul Kuebler, Koen Pauwels, Gokhan Yildirim, and Thomas Fandrich, 2016, 16-100
Many firms tend to offer similar prices and marketing around the world. How do countries differ in the market’s response? This study analyzes the sensitivity of sales to price and user ratings across 60 developing and developed markets.
Online Relationship MarketingDec 28, 2015 Irina V. Kozlenkova, Eric (Er) Fang, Bangming Xiao, and Robert W. Palmatier, 2015, 15-126
Longitudinal data from China's largest ecommerce platform show how relationship marketing strategies can pay off for sellers.