Information Technology, Marketing and Operations Research Seminars
Channels of Impact: User reviews when quality is dynamic and managers respond
We examine the effect of managerial response on consumer voice in a dynamic quality environment. We argue that, in this environment, the
consumer is motivated to write reviews not by the possibility that the re-
views will impact the decisions of other consumers, but that the reviews
will impact the actions of the management and the quality of the service.
Dina Mayzlin is an Associate Professor of Marketing at USC’s Marshall School of Business.
Bayesian Analysis of Variance for Consumer Research
In this presentation I review the limitations of classical hypothesis testing with ANOVA and explain the advantages of taking a Bayesian approach. I introduce R software for hierarchical Bayesian ANOVA for the analysis of experiments. BANOVA alleviates the most important limitations of classical ANOVA, by including unobserved heterogeneity and allowing for dependent variables with a variety of distributions. The software accommodates (hierarchical) mediation, moderation, moderated mediation and floodlight analyses.
Michel Wedel is the Distinguished University Professor and PepsiCo Chair in Consumer Science at the University of Maryland’s Robert H. Smith School of Business.
Pricing Power of New Products: A Study of New Prescription Drugs
Pricing is one of the most critical strategic decisions that play a vital role in determining the success of new products. In this study, authors seek to study the link between the launch prices and pricing power of the product – the product’s ability to command an increased price without losing customers to competitors.
Rajdeep Grewal is the Townsend Family Distinguished Professor of Marketing at UNC’s Kenan-Flagler Business School and the editor-in-chief of the Journal of Marketing Research
A Methodology for Studying How Individuals Choose Locations in Public Consumption Environments
Consumers often face public consumption environments (e.g., concerts, movie theaters, airplanes) in which they can tradeoff locational preferences with their desire to maintain suffcient personal space. After we define attributes for locational choices and the need for personal spaces, we introduce a Bayesian methodology that allows for the identification of the heterogeneous drivers of locational choices faced by consumers in such environments. We demonstrate the usefulness of the methodology with analyses of two scenarios illustrating how consumers choose seats at movie theaters and concert halls.
Simon Blanchard is an Assistant Professor of Marketing at Georgetown University’s McDonough School of Business.
Market Structure with the Entry of Peer-to-Peer Platforms: The Case of Hotels and Airbnb
We study the entry of Airbnb in the accommodations industry to understand the determinants of flexible supply and its effects on travelers and incumbents.
Chiara Farronato is an Assistant Professor of Business Administration at Harvard Business School
FleetPower: Creating Virtual Power Plants in Sustainable Smart Electricity Markets
Electric vehicles have the potential to be used as virtual power plants to provide reliable back-up power. This generates additional profits for carsharing rental firms, who rent vehicles by the minute. We show this by developing a discrete event simulation platform based on real-time locational information (GPS) of 1,100 electric cars from Daimlers carsharing service Car2Go in San Diego, Amsterdam, and Stuttgart.
Wolfgang Ketter is a Professor of Next Generation Information Systems at Erasmus University’s Rotterdam School of Management.
The Role of User Privacy Concerns in Shaping Competition among Platforms
We study the effect of user privacy concerns on competition between online advertising platforms. Online platforms attract advertisers by offering capabilities to reach audiences likely to be receptive to their ads in a timely and accurate manner. However, the collection and processing of user information required for targeting of ads may lead to privacy concerns. We model the competition between two platforms as a two-stage game where platforms announce their targeting capabilities in the first stage and advertising fees in the second stage.
Nabita Penmetsa is an Assistant Professor at the University of Utah’s David Eccles School of Business, in the department of Operations and IS.
Customer Experience and Customer Journeys: What do We Know and What Research Needs to be Done?
In this talk, Kay will build upon her research with Peter Verhoef, focusing on key insights on what we, as a field, have learned about customer experience and customer journeys, and also on key gaps in our knowledge where significant new research is needed. She will also provide insights into opportunities for collaboration and research support from the Marketing Science Institute, and provide an overview of the 2016-2018 MSI Research Priorities.
Kay Lemon is the Accenture Professor of Marketing at Boston College’s Carroll School of Management.
A New Approach to Analyze the Structure and Developments of Markets
The size and the rapid changes of markets make it increasingly difficult to determine the structure of markets. Yet, such knowledge is crucial for firms and regulators who need to know (i) how to define a market, (ii) who are the firms on a market, (iii) how important is each firm on the market, (iv) which firms compete against each other and (v) how markets develop. We propose a new approach to derive the structure and development of markets. It uses a new data source, namely the organic results of a search engine, and models that easily enable to repeat the market structure analysis over time for markets, sub-markets and egocentric markets in many industries. Two empirical studies, one in the retail banking market with and one in the IT security market, each with several hundred of firms, illustrate the usefulness of the new approach.
Bernd Skiera is a Professor of Electronic Commerce at Goethe-Universität Frankfurt am Main, Germany