计量经济分析 = Econometric analysis

MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Marketing for management.

การวจยเชงคณภาพ เปนเครองมอสำคญอยางหนงสำหรบทำความเขาใจสงคมและพฤตกรรมมนษย การวจยแบบการสรางทฤษฎจากขอมล กเปนหนงในหลายระเบยบวธการวจยเชงคณภาพทกำลงไดรบความสนใจ และเปนทนยมเพมสงขนเรอยๆ จากนกวชาการ และนกวจยในสาขาสงคมศาสตร และศาสตรอนๆ เชน พฤตกรรมศาสตร สงคมวทยา สาธารณสขศาสตร พยาบาลศาสตร จตวทยาสงคม ศกษาศาสตร รฐศาสตร และสารสนเทศศกษา ดงนน หนงสอเรอง “ConstructingGrounded Theory: A Practical Guide through Qualitative Analysis” หรอ “การสรางทฤษฎจากขอมล:แนวทางการปฏบตผานการวเคราะหเชงคณภาพ” จะชวยใหผอานมความรความเขาใจถงพฒนาการของปฏบตการวจยแบบสรางทฤษฎจากขอมล ตลอดจนแนวทาง และกระบวนการปฏบตการวจยอยางเปนระบบ จงเปนหนงสอทควรคาแกการอานโดยเฉพาะนกวจยรนใหม เพอเปนแนวทางในการนำความรความเขาใจไประยกตในงานวจยของตน อกทงนกวจยผเชยวชาญสามารถอานเพอขยายมโนทศนดานวจยใหกวางขวางขน

Constructing Grounded Theory: A Practical Guide through Qualitative Analysis

Extant literature has increased our understanding of specific aspects of digital transformation, however we lack a comprehensive portrait of its nature and implications. Through a review of 282 works, we inductively build a framework of digital transformation articulated across eight building blocks. Our framework foregrounds digital transformation as a process where digital technologies create disruptions triggering strategic responses from organizations that seek to alter their value creation paths while managing the structural changes and organizational barriers that affect the positive and negative outcomes of this process. Building on this framework, we elaborate a research agenda that proposes [1] examining the role of dynamic capabilities, and [2] accounting for ethical issues as important avenues for future strategic IS research on digital transformation.

Understanding digital transformation: A review and a research agenda

Rapid and pervasive digitization of innovation processes and outcomes has upended extant theories on innovation management by calling into question fundamental assumptions about the definitional boundaries for innovation, agency for innovation, and the relationship between innovation processes and outcomes. There is a critical need for novel theorizing on digital innovation management that does not rely on such assumptions and draws on the rich and rapidly emerging research on digital technologies. We offer suggestions for such theorizing in the form of four new theorizing logics, or elements, that are likely to be valuable in constructing more accurate explanations of innovation processes and outcomes in an increasingly digital world. These logics can open new avenues for researchers to contribute to this important area. Our suggestions in this paper, coupled with the six research notes included in the special issue on digital innovation management, seek to offer a broader foundation for reinventing innovation management research in a digital world.

https://misq.org/misq/downloads/download/editorial/656/

Digital innovation management: reinventing innovation management research in a digital world

A fundamental problem in many disciplines is the classification of objects in a domain of interest into a taxonomy. Developing a taxonomy, however, is a complex process that has not been adequately...

https://link.springer.com/content/pdf/10.1057%2Fejis.2012.26.pdf

A method for taxonomy development and its application in information systems

Though information technology IT transformation programs are gaining in importance, we know little about the nature of the challenges involved in such programs and how to manage them. Using grounded theory methodology, we conducted a multiyear case study of a large IT transformation program in a major commercial bank, during which we encountered the interrelated themes of paradoxes and ambidexterity. Grounded in our case, we construct a substantive theory of ambidexterity in IT transformation programs that identifies and explains the paradoxes that managers need to resolve in IT transformation programs. The ambidexterity areas we identified are 1 IT portfolio decisions i.e., IT efficiency versus IT innovation, 2 IT platform design i.e., IT standardization versus IT differentiation, 3 IT architecture change i.e., IT integration versus IT replacement, 4 IT program planning i.e., IT program agility versus IT project stability, 5 IT program governance i.e., IT program control versus IT project autonomy, and 6 IT program delivery i.e., IT program coordination versus IT project isolation. What weaves these six areas together is the combined need for IT managers to employ ambidextrous resolution strategies to ensure short-term IT contributions and continuous progress of IT projects while simultaneously working toward IT transformation program success as a foundation for IT-enabled business transformation. However, in addition to this commonality, we find that the nature of paradoxical tensions differs across the six areas and requires slightly different management strategies for paradox resolution. Ambidexterity areas 1, 2, and 3 are associated with IT transformation strategizing and, in addition to balancing short-and long-term goals, require the mutual accommodation and blending of business and IT interests in the spirit of IT-business partnering to achieve IT-enabled business change and IT-based competitiveness. Ambidexterity areas 4, 5, and 6 are associated with IT program and project execution and, in addition to balancing short-and long-term requirements, require a recurrent and dynamic act of balancing "local" needs at the IT project level and "global" needs at the IT program level.

Paradoxes and the Nature of Ambidexterity in IT Transformation Programs

Online reviews provide information about products and services valuable for consumers in the context of purchase decision making. Online reviews also provide additional value to online retailers, as they attract consumers. Therefore, identifying the most-helpful reviews is an important task for online retailers. This research addresses the problem of predicting the helpfulness of online product reviews by developing a comprehensive research model guided by the theoretical foundations of signaling theory. Thereby, our research model posits that the reviewer of a product sends signals to potential buyers. Using a sample of Amazon.com product reviews, we test our model and observe that review content-related signals (i.e., specific review content and writing styles) and reviewer-related signals (i.e., reviewer expertise and non-anonymity) both influence review helpfulness. Furthermore, we find that the signaling environment affects the signal impact and that incentives provided to reviewers influence the signals sent. To demonstrate the practical relevance of our results, we illustrate by means of a problem-specific evaluation scenario that our model provides superior predictions of review helpfulness compared to earlier approaches. Furthermore, we provide evidence that the proposed evaluation scenario provides deeper insights than classical performance metrics. Our findings are highly relevant for online retailers seeking to reduce information overload and consumers' search costs as well as for reviewers contributing online product reviews.

Explaining and predicting online review helpfulness: The role of content and reviewer-related signals

The management of financial risk is one of the most challenging tasks of financial institutions. In the last two decades, diverse quantitative models and approaches have been developed and refined to address the impact of volatile markets on business. Whereas existing approaches have intensively utilized structured data such as historical price series, little attention has been paid to unstructured (textual) data, which could be a large source of information in this context. Previous empirical research has shown that certain news stories, such as corporate disclosures, can cause abnormal price behavior subsequent to their publication. On the basis of a data set comprising such news stories as well as intraday stock prices, this paper explores the risk implications of information being newly available to market participants. After showing that such events can significantly drive stock price volatilities, this research aims at identifying among the textual data provided those disclosures that have resulted in most supranormal risk exposures. To this end, four different learners - Naive Bayes, k-Nearest Neighbour, Neural Network, and Support Vector Machine - have been applied in order to detect patterns in the textual data that could explain increased risk exposure. Two evaluations are presented in order to assess the learning capabilities of the approach in the context of risk management. First, ''classic'' data mining evaluation metrics are applied and, second, a newly developed simulation-based evaluation method is presented. Evaluation results provide strong evidence that unstructured (textual) data represents a valuable source of information also for financial risk management - a domain in which, in the past, little attention has been paid to unstructured data. With regard to classification performance, it is also shown that there exist significant differences between the applied learning techniques.

An intraday market risk management approach based on textual analysis

Cette recherche en cours s'interesse au developpement d'une taxonomie en systeme d'information en s'appuyant sur les "design sciences". La methode de taxonomie proposee est ensuite appliquee au domaine des applications mobiles. Elle degage sept dimensions et quinze caracteristiques.

https://halshs.archives-ouvertes.fr/halshs-00375103/document

Jan Muntermann

Papers

A method for taxonomy development and its application in information systems

Paradoxes and the Nature of Ambidexterity in IT Transformation Programs

Explaining and predicting online review helpfulness: The role of content and reviewer-related signals

An intraday market risk management approach based on textual analysis

Taxonomy development in information systems: developing a taxonomy of mobile applications