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.

The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com. The authors find that (1) reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon.com; (2) an improvement in a book's reviews leads to an increase in relative sales at that site; (3) for most samples in the study, the impact of one-star reviews is greater than the impact of five-star reviews; and (4) evidence from review-length data suggests that customers read review text rather than relying only on summary statistics.

/pdf/the-effect-of-word-of-mouth-on-sales-online-book-reviews-12le24kc96.pdf

The Effect of Word of Mouth on Sales: Online Book Reviews

The author systematically examines one of the important issues of information — establishing the market price. He introduces the concept of «search» — where a buyer wanting to get a better price, is forced to question sellers. The article deals with various aspects of finding the necessary information.

Economics of Information

The lack of consumer confidence in information privacy has been identified as a major problem hampering the growth of e-commerce. Despite the importance of understanding the nature of online consumers' concerns for information privacy, this topic has received little attention in the information systems community. To fill the gap in the literature, this article focuses on three distinct, yet closely related, issues. First, drawing on social contract theory, we offer a theoretical framework on the dimensionality of Internet users' information privacy concerns (IUIPC). Second, we attempt to operationalize the multidimensional notion of IUIPC using a second-order construct, and we develop a scale for it. Third, we propose and test a causal model on the relationship between IUIPC and behavioral intention toward releasing personal information at the request of a marketer. We conducted two separate field surveys and collected data from 742 household respondents in one-on-one, face-to-face interviews. The results of this study indicate that the second-order IUIPC factor, which consists of three first-order dimensions--namely, collection, control, and awareness--exhibited desirable psychometric properties in the context of online privacy. In addition, we found that the causal model centering on IUIPC fits the data satisfactorily and explains a large amount of variance in behavioral intention, suggesting that the proposed model will serve as a useful tool for analyzing online consumers' reactions to various privacy threats on the Internet.

Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model

What We Know and Don't Know About Corporate Social Responsibility: A Review and Research Agenda

This study provides a new perspective to the long-standing debate on the business value of IT. Advancing prior research on the internal perspectives of IT value creation, we take an external view and investigate the role of stock analysts in facilitating the market evaluation of firms’ IT investments. Stock analysts collect information about firms’ IT investments and provide informed recommendations to investors in the financial market. As IT investments are known for their complexity and inherent risks, stock analysts can reduce information asymmetry between the firm and investors in the financial markets, thus helping discovering the business value of IT investments. On the basis of Fortune 1000 firms between 1996 and 2007, our analysis suggests that stock analysts play an intricate mediating role in the stock market evaluation of IT investments. Analyst recommendations have a strong mediating role in the effects of enterprise IT systems (ERP and CRM) on firm market value, but a weak to insignificant mediating role in the effects of function IT systems (DSS, HR and AIS). In addition, we find that the mediating role of financial analysts for IT investments is more salient when the firm’s market environments are more uncertain and unpredictable. These findings suggest that analyst recommendations play a critical role in the stock market valuation of firms’ IT investments in situations where the value of such investments is difficult to assess.

From IT Investment to Firm Market Value: The Mediating Role of Stock Analysts’ Recommendation

Low engagement rates and high attrition rates have been formidable challenges for mobile apps and their long-term success, especially for those whose revenues come mainly from in-app purchases. To date, still little is known about how companies can comprehensively identify user engagement stages so as to improve business revenues. This paper proposes a structural econometric framework for modeling of consumer latent engagement stages that accounts for both the time-varying nature of engagement and consumer forward-looking consumption behavior. The present study analyzed a fine-grained mobile tapstream dataset on mobile users' continuous content consumption behavior in a popular mobile reading app. Our policy simulation enabled us to tailor, based on the model-detected engagement stages, an optimal pricing strategy to each consumer. Interestingly, we found that such an engagement-specific pricing strategy leads, simultaneously, to lower average prices for consumers and higher overall business revenues for the app. To further evaluate the effectiveness of our method, we conducted a randomized field experiment on a mobile app platform. Our experimental results provide more causal evidence that a personalized promotion strategy targeting user engagement stages can both decrease costs to app users and enhance overall business performance. Our structural-model- and field-experimentation-based findings are nontrivial and suggest, with respect to the crucial role of modeling user engagement, potential overall welfare improvements in the mobile app market.

Personalized Mobile Targeting with User Engagement Stages: Combining Structural Hidden Markov Model and Field Experiment

The adoption of reputational sanctions in the P2P segment of the Chinese consumer finance market offers a unique opportunity to test the impact of reputational concerns on repayment behavior in a clean experimental setting In a privately implemented randomized controlled trial of 18,000 late borrowers, we show that, within 24 hours, late borrowers are sensitive to increasing monetary benefits but equally responsive to the announcement to proceed with the release of information about delinquent payments to mobile contacts, as per loan agreement In joint schemes, the social incentive neutralizes the benefits of increasing the generosity of the monetary incentive Ex-post reminders and monetary punishment are largely ineffective Borrowers who respond to early incentives largely pay-off the loan on time Mobile data overcome the physical presence of communities to tackle moral hazard and precisely identify effective credit monitors, even in the absence of their actual involvement

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID3477993_code1182334.pdf?abstractid=3405902&mirid=1

The Power of Non-Monetary Incentive: Experimental Evidence from P2P Lending in China

Investigating entrepreneurial firms in transition economies has received great attention worldwide and has become an important literature stream for scholarly research. However, most previous studies lack an integrated framework that conceptualizes multifaceted antecedents of emerging entrepreneurship and the significance of entrepreneurship to business performance.

Institutional, Organizational, and Strategic Antecedents of Firm Entrepreneurship in Chinese Transitional Economy

Platform owners often attempt to reduce information asymmetry between sellers and buyers by redesigning how users interact. One widely used platform design is to sort (i.e., rank) incumbent sellers based on their buyer-generated ratings within a geographical area. We theorize that this mechanism may indirectly limit the entry of low-quality sellers to the platform and therefore increase overall platform quality, but it may also reduce variety. As incumbents adjust their strategies to gain a display advantage, the competition effect functions as an additional barrier to sellers who would otherwise enter the platform. We use an extensive dataset from a sharing economy platform to identify sellers’ heterogeneous strategic responses at the market level. Our results highlight that platform owners may face an unintended trade-off between product quality and variety at the local level when they design their rating systems. 

https://onlinelibrary.wiley.com/doi/pdfdirect/10.1111/joms.12807

Xueming Luo

Papers

From IT Investment to Firm Market Value: The Mediating Role of Stock Analysts’ Recommendation

Personalized Mobile Targeting with User Engagement Stages: Combining Structural Hidden Markov Model and Field Experiment

The Power of Non-Monetary Incentive: Experimental Evidence from P2P Lending in China

Institutional, Organizational, and Strategic Antecedents of Firm Entrepreneurship in Chinese Transitional Economy

When More is Less: Quality and Variety Trade‐off in Sharing Economy Platforms