Marketing


Consumer Pseudo-Showrooming and Omni-Channel Placement Strategies

Management Information Systems Quarterly Vol. 41, Iss. 2 (2017)

Zheyin (Jane) Gu, Giri Kumar Tayi

Recent advances in information technologies (IT) have powered the merger of online and offline retail channels into one single platform. Modern consumers frequently switch between online and offline channels when they navigate through various stages of the decision journey, motivating multichannel sellers to develop omni-channel strategies that optimize their overall profit. This study examines consumers' cross-channel search behavior of "pseudo-showrooming," or the consumer behavior of inspecting one product at a seller's physical store before buying a related but different product at the same seller’s online store, and investigates how such consumer behavior allows a multichannel seller to achieve better coordination between its online and offline arms through optimal product placement strategies. Full article.


Towards Sovereign Equity

Stanford Journal of Law, Business, and Finance, Vol. 21, No. 2 (2016)

Stephen Park, Tim R. Samples

Sovereigns are unique market participants in the global financial system, and sovereign debt markets largely operate in a legal and regulatory void. This Article adds an important and timely perspective by examining the concept of equity in sovereign debt finance. Governments, unlike corporations, rely almost exclusively on debt to externally finance their investments and operations. GDP-linked securities, which provide interest payments indexed to the sovereign issuer’s rate of growth, are sovereign debt instruments with certain equity-like characteristics. This Article considers whether innovation towards sovereign equity can help mitigate problems associated with sovereign debt crises. To address this question, we analyze the use of GDP-linked securities in recent sovereign debt restructurings by Argentina, Greece, and Ukraine. Drawing on this analysis, we explore more broadly the legal implications of sovereign equity, and conclude that these applications offer opportunities to help manage sovereign finance in the absence of readily enforceable international financial regulation. Full article.


Contracting for Innovation and Innovating Contracts

Journal of Strategic Contracting and Negotiation (2016)

Thomas D. Barton, Gerlinde Berger-Walliser, Helena Haapio

This special issue of the Journal of Strategic Contracting and Negotiation (JSCAN) is devoted to “contracting for innovation and innovating contracts.” From the inception of planning for the issue, the co-editors hoped to attract contributions from a full range of professionals engaged in contract theory and practice: research academics, contract managers, corporate executives, and legal counsel, plus what JSCAN Editor-in-Chief Tyrone Pitsis told us are called “pracademics:” those who straddle research and commercial environments, making concrete contributions through collaborative projects, experiments, interviews, software development, or theory-building. JSCAN is a natural publication outlet for such partnerships, since so many of the 40,000 worldwide members of the International Association of Contract and Commercial Management (JSCAN’s parent organization) are thought-leaders in every aspect of commercial contracting. Full article.


Gamification and Mobile Marketing Effectiveness

Journal of Interactive Marketing 34 (2016), 25–36

Charles F. Hofacker, Ko de Ruyter, Nicholas H. Lurie, Puneet Manchanda, & Jeff Donaldson

A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the work of Schell (2008), whose Elemental Game Tetrad Model allows us to offer a coherent look at how gamification should affect mobile marketing outcomes.  Full article.


Drivers of Local Relative to Global Brand Purchases: A Contingency Approach.

Journal of International Marketing (2015), 23 (1), 1-22.

Yuliya Strizhakova and Robin A. Coulter

As globalization has ensued, consumers around the world are increasingly making choices between global brands (sold under the same name in multiple countries around the world), and local brands (sold under a given name in one country or local region). Historically, local brands, particularly in emerging markets, were viewed as low quality and unappealing, but with the increased prevalence of global brands, local brands have become more competitive alternatives that signal originality, local cultural connections, pride and prestige. Notably, local brands are steadily gaining market share in India, China, Russia, and Brazil.Continue Reading


On the Brink: Predicting Business Failure with Mobile Location-based Checkins.

Decision Support Systems, 2015.

Joseph Pancras (Marketing). Co-authors: Ram Gopal (OPIM), Ramesh Shankar (OPIM), Lei Wang (Penn State University)

Consumers are increasingly using mobile services for engaging with firms in the offline world both directly through purchases and loyalty points redemptions, and indirectly through mobile gamification portals related to the retail outlet. One major such portal is Foursquare, the location-based service provider, which has been gaining popularity in the last few years. Continue Reading


Managing Customer Acquisition Risk Using Co-operative Databases.

Journal of Interactive Marketing, Volume 29, February 2015, Pages 39-56.

Authors: Hongju Liu and Joseph Pancras (Marketing). Co-author: Malcolm Houtz (Alliant Inc)

Firms typically have detailed information only about their own customers. In order to gain a broader view of customers across firms, several firms may pool their data together and engage an intermediary called a co-operative database firm to manage and analyze the pooled data to provide better targeting solutions for the firms. In this paper Professors Liu and Pancras study these interesting intermediaries by developing a framework for firms to manage customer acquisition risk using co-operative databases.Continue Reading


Investigating the Impact of Customer Stochasticity on Firm Price Discrimination Strategies using a New Bayesian Mixture Scale Heterogeneity Model

Marketing Letters, 2015, 1-16.

Joseph Pancras (Marketing) and Dipak K. Dey (Statistics) Co-author: Xia Wang (University of Cincinnati)

Targeted marketing is increasingly popular among new media firms and accurate targeting requires well-calibrated statistical models which will identify customer preferences from their previous historical transactions so as to customize an offering to their needs. A typical example of such targeted marketing is customized pricing, where a price sensitive customer is given a coupon with a higher face value, while a less price sensitive or brand loyal customer may be given a lower face value or no coupon at all. Continue Reading


Shared and Connected: Interpersonal Relationships and Shared Brands

Brands and Brand Relationships (BBR) Conference, May 2015, Boston MA
Selcan Kara and Anna J. Vredeveld

Selcan Kara, doctoral candidate in Marketing, presented her work entitled “Shared and Connected: Interpersonal Relationships and Shared Brands” (Co-author: Anna J. Vredeveld) at Brands and Brand Relationships (BBR) Conference in Boston, MA. Kara and Vredeveld’s research examines how married consumers form relational brand connections. Findings show how shared brand consumption and marital satisfaction influence the nature of the consumer’s connection to the brand and the perceived importance of the brand to the marital relationship.  From a theoretical perspective, Kara and Vredeveld examine the effect of how consumers incorporate brands into their personal relationships (experiential vs. mundane), and resulting shared brand consumption, on consumers’ brand evaluations. From a managerial perspective, the findings address important implications especially in the advertising domain.


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An Empirical Model of Drug Detailing: Dynamic Competition and Policy Implications

Management Science, forthcoming

Hongju Liu. Co-authors: Qiang Liu, Sachin Gupta, and Sriram Venkataraman

Although the pharmaceutical industry is mainly driven by innovation, it spends an enormous amount of money on marketing. Among various marketing vehicles, detailing – personal selling through representatives – accounts for the single largest expenditure. The vast amount of detailing spending in the pharmaceutical industry has drawn the attention of the public and of policy makers. As a result, the practice of detailing in the marketing of prescription drugs is undergoing significant changes. Continue Reading