Market Positioning Using Cross-Reward Effects in a Coalition Loyalty ProgramJan 9, 2019 Valeria Stourm, Eric T. Bradlow, and Peter S. Fader, 2019, 19-101-01
This study uses a unique dataset from a coalition loyalty program to assess how shared points across partner stores influence customer purchases.
Competitive Advertising on Brand SearchNov 16, 2018 Andrey Simonov, Columbia Business School
Should a company bid on competitors' keywords in search engine advertising? Findings show that competitors can steal up to 20% of the focal brand's traffic, however, the “stolen” clicks are of low quality, with 42.6% of consumer returning to Bing in less than 30 seconds after clicking competitors’ ad (“quick back” event).
Manufacturer’s Entry in the Product-Sharing MarketSep 6, 2018 Baojun Jiang, Lin Tian, and Yifan Xu, 2018, 18-125-09
When should manufacturers respond to peer-to-peer product sharing with their own direct rental services? This game-theoretic model captures some key trade-offs for firms.
The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless DisruptionAug 09, 2018
Barbara Kahn, University of Pennsylvania
We are just witnessing the start of the radical changes in retail that will revolutionize shopping in every way. In this webinar, Barbara Kahn will examine the companies that have been most successful during this wave of change, and offers fresh insights into what we can learn from their ascendance.
Discrimination in ServiceJul 31, 2018 Kalinda Ukanwa and Roland T. Rust, 2018, 18-121-07
There are long-term benefits for firms that switch to service policies that do not use discriminatory (i.e., “group aware”) practices. Consumers learn from each other, and can switch their preferences to competitive alternatives.
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