All Reports
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The Role of Scenario Presentation in the Selection of Innovation Projects
Mar 5, 2019 Vardan Avagyan, Nuno Camacho, Wim A. Van der Stede, and Stefan Stremersch, 2019, 19-114-03Marketers play an important role in innovation project selection decisions, and this report examines the influence of scenario presentation in the process.
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Keyword Selection Strategies in Search Engine Optimization: How Relevant Is Relevance?
Mar 4, 2019 Mayank Nagpal and J. Andrew Petersen, 2019, 19-113-03SEO managers use simple heuristics to identify appropriate keywords for web content creation, i.e., high search volume and low competition. This study offers more-nuanced guidance for keyword selection decisions.
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Pricing Power: Measures, Trends and Influences on Firm Value
Mar 4, 2019 Yang Pan, Thomas S. Gruca, and Lopo Rego, 2019, 19-112-03This study identifies two new value-relevant metrics for managers: the ability to charge prices above marginal cost and the ability to raise prices without losing business.
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The Manipulative Art of Pre-Service Tip Elicitation
Feb 15, 2019 Nathan B. Warren, Sara Hanson, and Hong Yuan , 2019, 19-111-02Managers should be careful with new tip-requesting technology. In online delivery, quick-service food, and beauty service settings, requesting a tip before (versus after) completing a service reduced return intentions, diminished word of mouth, lowered online ratings, and resulted in smaller tips.
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What Drives Sharing of Online Digital Content? The Case of YouTube Video Ads on Social Media
Feb 14, 2019 Gerard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang, 2019, 19-110-02What influences video ad-sharing across social media? This study suggests some do's and don'ts for marketers aiming to develop the next viral video.