Marketing Topics

Manufacturer’s Entry in the Product-Sharing Market

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 Disruption

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 Service

Providing differential service based on a customer’s group identity may seem profitable in the short term, but agent-based modeling shows that this damages service demand and profits over time. Because of strong word-of-mouth effects, consumers can learn from each other which firms are unlikely to provide favorable service conditions to them, and can switch their preferences to competitive alternatives.

Battle of the Brand Fans: Brand Attack and Defense on Social Media

Koen Pauwels will present his research in the social media domain, with a focus on what marketers should be listening for and how they can take action based on that information.

Liars! Detecting Fictitious Product Reviews via a Combination of Automatic Text Analysis and Experiments

Webinar featuring Ann Kronrod, University of Massachusetts, Lowell

Fraudulent user-generated content is harmful for both consumers and marketers and increases uncertainty about consumption experiences and offerings.