Research

Dynamic Marketing Budgeting for Platform Firms: Theory, Evidence and Application
Journal of Marketing Research, 2011

Few studies address the marketing budgeting problems of platform firms operating in two-sided markets with cross-market network effects, i.e., the demand from one customer group of the platform influences the demand from its other customer group. Yet such firms, e.g., media firms like newspapers whose customers are subscribers and advertisers, are prevalent in the marketplace and invest significantly in marketing.

To enable such firms to make effective marketing decisions, Professor Prasad Naik and co-authors Srihari Sridhar from Pennsylvania State University, and Murali Mantrala and Esther Thorson from the University of Missouri delineate the desired features of a platform firm’s marketing response model, specify a new response model, and validate it using market data from a local newspaper.

Results show that the firm faces reinforcing cross-market effects, its demand from both groups is impacted by marketing investments, and the model exhibits good forecasting capability. Then, the authors utilize the estimated response model to determine optimal marketing investments over a finite planning horizon and find that the firm should significantly increase its newsroom and sales force investments.

Based on this model-based recommendation, the firm’s management increased their newsroom budget by 18%. Further normative analysis sheds light on how cross-market and carryover effects alter classical one-sided marketing budgeting rules.

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News Release

UC Davis Part-Time MBA Ranked in Nation’s Top 9%
Fourth Consecutive Year among U.S News & World Report's Premier Programs

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(Davis, CA) — The UC Davis Part-Time MBA program offered in Sacramento and the San Francisco Bay Area is ranked among the top 9% in the U.S., according to U.S. News & World Report’s latest graduate business school rankings.

At No. 29, this is the fourth consecutive year the UC Davis Part-Time MBA program is among the top AACSB International-accredited part-time MBA programs surveyed. This year, there were 323 part-time MBA programs surveyed.

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UC Davis Full-Time MBA Ranked among Nation’s Premier Programs for 20th Consecutive Year
MBA Programs among Top 10% in U.S.
Record Salary and Bonus

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(Davis, CA) — The UC Davis Graduate School of Management’s Full-Time MBA program is ranked among the premier business schools in the nation for the 20th consecutive year, according to U.S. News & World Report’s latest graduate business school rankings released today.

U.S. News’ latest ranking places the Full-Time MBA program at No. 48, placing it among the top 10% of the 464 Association to Advance Collegiate Schools of Business International’s accredited full-time MBA programs surveyed.

Key statistics from the School’s Full-Time MBA ranking include:

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UC Davis Graduate School of Management partners with Lawrence Livermore and Sandia National Labs to drive technologies from lab to market

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(Davis, Calif.) – With a joint goal of speeding the transfer of new technologies from the laboratory to the commercial marketplace, the UC Davis Graduate School of Management, Lawrence Livermore National Laboratory and Sandia National Laboratories have announced a new partnership for researchers to develop their entrepreneurial skills.

Spotlight Story

Vickie Sherman MBA 13 Finds Her Passion, Her Career—and Herself

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What opportunities, decisions, events have shaped your professional life?

My career path has been a climb across a jungle gym rather than a tangent up a corporate ladder. As a child, I used to thumb through the three-inch JCPenney catalogue, picking out the professional women who I would grow to be. I wanted to rule the world from a corner office in a suit and heels. I wanted to shed my humble origins and become Corporate Barbie.

Spotlight Story

MBA Student Consultants Make an IMPACT
Projects Put Business Needs Front and Center

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Agilent Technologies’ Electronic Measurement Group is a $3.6 billion business that over the past decade has seen a dramatic shift in its customer base from U.S., and Western European customers to predominantly Asia-based customers. Today, the majority of the division’s revenues are generated outside of the U.S., with an increasing concentration in China.