Donation promotions that tie product purchase to charitable contributions are common in the marketplace. Yet little is known about the sensitivity of different consumer segments to such promotions, particularly relative to traditional discount-based promotions. To address this void, the authors...

With the explosion of the mobile web, companies and brands are relying more and more on inbound marketing, focusing on generating dialogues and providing customers with more relevant and customized ad content. Interruptions, which were often used as attention-grabbing tactics, seem to be...

Current branding literature investigates the spillover effects and extension effects due to the introduction of product extensions. However, no study so far has evaluated the aggregate market impact of these effects across different brand development strategies or accounted for the strategic...

Amid growing competition, retailers are increasingly interested in more effective aisle and display management strategies. These strategies involve placements of product categories in aisles and displays within each store to facilitate greater sales affinity (demand attraction) between...

Health Information Exchanges (HIEs) are designed to improve the efficiency and quality of healthcare through enhanced information sharing between disparate health entities. The objective of this study is to systematically examine the impact of HIE use in emergency departments (EDs) on quality...

Individual celebrities or “human brands” in fields ranging from sports to art to politics use social media platforms to connect and engage with their audience. We analyze the effects of the content generated by human brands (referred to as human brand generated content) on the popular social...

We partnered with a leading U.S. academic medical center to empirically examine the impact of operational process changes designed to improve preoperative flow of patients through the perioperative environment. We focus on the implementation of centralized decision making and the introduction of...

Motivated by the medical literature findings that physicians are inertial, we seek to understand (1) whether physicians exhibit structural persistence in drug choice (structural persistence occurs when the drug chosen for a patient depends structurally on the drug previously prescribed by the...

Drawing on the accessibility-diagnosticity framework, and previous literature in branding and order-of-entry, the authors hypothesize that consumer spillovers can also occur across directly competing products that do not share brand names. The authors suggest two mechanisms (prior perception...