marketing strategy

When Resources are Scarce, Range Pricing Offers Will Be More Attractive
FAN, Linying | LI, Xueni Shirley | JIANG, Yuwei

“Save from 30% to 50% today!” Range offers like this—advertising flexible price options within a fixed range—are a popular marketing strategy. Surprisingly, however, we know little about how customers react ...

Out of Stock?
FENG, Youyi | XU, Jianjun | ZHENG, Shaohui

Downward substitution is common in many industries and occurs in supply chain management when a firm used a higher value item to satisfy the demand of a lower value item that is out of stock. This type of substitution is driven by ...

The Power of Surprise as a Marketing Tool
CHATTOPADHYAY, Amitava | KIM, Christine | WADHWA, Monica | WANG, Wenbo

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that they receive more than they bargained for. Customers may use a product in ways never anticipated by the brand, discovering ...

Harbingers of Product Failure (and Success)

Managing new products is important for many firms. One challenging problem is how to predict the success of a new product, especially in their early life cycle. Using large-scale retailer data, we find the novel prediction that th ...

Consumer Choice in the Information Age
KE, T. Tony | LIN, Song

In today’s digital era, online research plays a key part in the decision to buy a particular product or brand. The enormous amount of product information instantly available to customers on the Internet has changed the way t ...

To Share or Not to Share?
GUAN, Xu | HUANG, Song | CHEN, Ying-Ju

Selling directly to customers represents an opportunity for suppliers, but it can threaten retailers’ profits. This is known as supplier encroachment, and it occurs across a range of industries. In an innovative study, HKUST ...

Turning Costs into Capabilities
LUNDAN, Sarianna M. | LI, J. T.

For multinational enterprises (MNEs), expanding internationally into untapped markets can be costly. Promisingly, however, such expansion also offers opportunities to gain competitive advantages. Such opportunities have been negle ...

Moment Marketing: A New Tool for Effective Cross-Channel Advertising

Moment marketing is a rich new area of contextual advertising that entails the ability to synchronize online advertising (e.g., sponsored search) in real time with relevant offline events such as TV ads. Although 81% of surveyed d ...

When Discount Hurts Sales

How much should we discount our products or services? Many online sellers offer deep discounts to attract consumers. This is especially the case in online markets where the sellers are often less known to consumers. The question i ...

Matching Supply with Demand
WANG, Xuan | ASADPOUR, Arash | ZHANG, Jiawei

Matching supply with demand is an important way to secure profits for businesses in many industries. However, supply–demand mismatch is common, because decisions about supplies are often made before demand is fully character ...