While livestream shopping has attracted enormous attention in the e-commerce world, whether and how it can help online sellers remains questionable. We study the effect of adopting the livestream shopping channel on seller performance. We analyze 2,851 online sellers who adopted the livestream...

The livestream shopping industry, in which consumers can purchase products directly from live video sessions, is expected to exceed $60 billion in China in 2021 and $25 billion in the US in 2023. Despite the popularity of livestream shopping, many sellers fail within just a few weeks. We...

We replicate the paper on adopter categories by Mahajan, Muller and Srivastava (1990) and on saddles by Goldenberg, Libai and Muller (2002) on new data, and offer explanations and extensions. While previous studies have chronicled the relative sizes of the categories and the prevalence of...

The fact that the adoption rate of successful innovations is bell-shaped (cumulative S-shaped) is considered the basis for most insights and analyses of new product marketing. However, these insights have been largely based on the growth of popular durables and services. In contrast,...

Though the mobile app market is substantial and growing fast, most firms struggle to monetize apps profitably. Monetizing apps is done in two ways: a) selling advertising space within a free version of the app, and b) selling a paid version, termed freemium or in-app purchase strategy.In this...

This paper examines the role of software piracy in digital platforms where a platform provider makes a decision of how much software to produce in-house and how much to outsource from a third-party software provider. Using a vertical differentiation model, we theoretically investigate how piracy...

Despite the growth of online retail, the majority of products are still sold offline, and the “touch-and feel” aspect of physically examining a product before purchase remains important to many consumers. In this paper, we demonstrate that large discrepancies can exist between the way...