Pricing and Promotions
Pricing Power: Measures, Trends and Influences on Firm ValueMar 4, 2019 Yang Pan, Thomas S. Gruca, and Lopo Rego, 2019, 19-112-03
This 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.
The Impact of Coupons on the Search-to-Purchase Funnel: Theory and Empirical EvidenceFeb 1, 2019 Arun Gopalakrishnan and Young-Hoon Park, 2019, 19-106-01
When should you target your best customers for promotions? Evidence on coupon effects in the search-to-purchase funnel changes the decision calculus for designing targeted promotions.
Feeling Poor and the Allure of the Extraordinary: The Case of SuperheroesNov 16, 2018 Stephanie Tully, University of Southern California
Financial well-being is fundamental to people's lives and key to their overall well-being. Stephanie Tully will present work that examines how “feeling poor” directs consumers' marketplace decisions.
Managing Brands in an Online World Using Minimum Advertised Price (MAP) PoliciesNov 16, 2018 Ayelet Israeli, Harvard University
Ayelet Israeli will demonstrate how minimum advertised price (MAP) policies enable manufacturers to effectively monitor and enforce their policies to protect their brands online.
The Benefits Across Devices of Mobile Search AdvertisingNov 16, 2018 Michelle Andrews, Emory University
Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits?
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