Whitepapers
Is The Classic Purchase Funnel Dead? (May3, 2012)
- The rise of the connected consumer has led many to propose that the classic purchase funnel is dead, replaced by a new ‘decision journey’ of online behavior. While new journey metrics offer the benefits of timeliness and passive tracking, classic funnel metrics use more representative samples and have improved over decades of market research experience. Which funnel is best at predicting sales over a wide range of products and services?
Context Dependence as a Driver of Preference Dynamics (September 26, 2010)
- In most product markets, real or simulated, consumers repeatedly choose from sets of different products. There is ample evidence in the literature that consumer preferences evolve over the course of such repeated choices. Existing studies have advanced our knowledge by relating preference dynamics to a variety of sources such as firms’ marketing actions. The authors propose context dependence in the presence of changing choice set composition as an alternative driver of preference dynamics.
Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site (September 1, 2009)
- The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles.
Collaborative Retailer-Manufacturer Assortment Optimization: An Attribute-Based Approach (May 28, 2009)
- This paper develops an optimization approach to find the assortment that maximizes the weighted sum of retailer and category captain profit. Our methodology extends the current literature by (i) allowing for a collaborative retailer manufacturer perspective, (ii) providing optimal solutions at the most disaggregate SKU/store level, (iii) handling large sets of items, and (iv) proposing optimal new line extensions.
Building with Bricks and Mortar: The Revenue Impact of Opening Physical Stores in a Multichannel Environment (May 12, 2009)
- The authors assess the revenue impact of adding bricks-and-mortar stores to a firm’s already existing repertoire of catalog and Internet channels. They decompose the revenue impact into customer acquisition, frequency of orders, returns, and exchanges, and size of orders, returns, and exchanges. They use a multivariate baseline method to assess the impact of adding the physical store channel on these revenue components.
Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research (December 15, 2008)
- The purpose of this article is to (a) synthesize what has been learned about the nature of the interaction between manufacturers and retailers and the effectiveness of each party’s sources of leverage, and (b) highlight gaps in our knowledge that future research should attempt to fill.
Demand-Based Pricing Versus Past-Price Dependence: A Cost-Benefit Analysis (September 14th, 2007)
- The authors develop a conceptual framework of the factors that motivate the retailer’s decision to rely on demand conditions and past prices in setting current and future prices. Specifically, they examine the circumstances under which retailers choose demand-based pricing versus past-price dependence for different brands and categories.
