Using a convolutional neural networks approach to process the images, this study reviews Airbnb listings in two cities and derives a descriptive model of image technical features, content, and other property attributes (e.g., price, textual information, characteristics) to predict demand at the property level.
As live streaming of events (e.g., video games, political commentary, and makeup tutorials, among others) gains traction, pay-what-you-want (PWYW) pricing strategies are emerging as critical monetization tools. In this research, we assess the viability and efficacy of PWYW by examining the relationship between popularity (i.e., audience size) of a live streaming event and the revenue it generates under a PWYW scheme.
In business-to-business (B2B) markets, the success of key account management (KAM) teams depends on how they are structured and how they handle customer relationships.
We develop a multi-period theoretical model to characterize the relationship between a publication that ranks universities and prospective attendees -- high school students -- who might view the ranking and use it to help decide which university to attend.
Although the level of power held by the marketing department can determine key organizational outcomes, including firm performance, this power often is modest and, in many firms, diminishing. To address this apparent disconnect, the authors propose that the board of directors is a critical but overlooked driver of marketing department power.
The pricing of prescription drugs comes under persistent public scrutiny, yet limited empirical evidence details the determinants of these price levels. This study provides a price function specification for newly launched drugs, with marginal cost and pricing power components.
Modeling consumer heterogeneity helps practitioners understand market structures and devise effective marketing strategies. In this research we study finite mixture specifications for modeling consumer heterogeneity where each regression coefficient has its own finite mixture, that is, an attribute finite mixture model.
Brand naming challenges are more complex in logographic languages (e.g., Chinese), compared with phonographic languages (e.g., English) because the former languages feature looser correspondence between sound and meaning.
The use of celebrity endorsements varies across countries; does their effectiveness similarly vary across cultures? The authors propose that power distance beliefs (PDB), a cultural orientation related to the extent to which people expect and accept differences in power, moderate the effects of celebrity endorsements.
Consumer boycotts of products offer a unique context to understand the nature of consumer preferences and market dynamics. We focus on the 2012 nationwide boycott of Japanese products in China triggered by a territorial dispute and heavily influenced by historical animosity between citizens of the two countries.
Many business-to-business (B2B) selling situations involve outside sales (OS) representatives (reps) interfacing with customers and inside sales (IS) rep largely supporting OS reps. Put differently, OS reps are linchpins, while IS reps generally have auxiliary roles. Perhaps for this reason, the economic value of IS reps for the B2B IS-OS selling process has received little systematic investigation. The authors propose an approach that quantifies the incremental value of IS using observational data that are commonly available in organizational customer relationship management systems.