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Quantifying the Benefits of Individual Level Targeting in the Presence of Firm Strategic Behavior

Dong, Xiaojing - 2009

Targeting - setting marketing policy differentially for different customers or segments - is an important marketing practice. Previous approaches to quantifying the benefits from targeting have typically calibrated a response model and used the variation in response parameter estimates to...

Persistent link: https://www.econbiz.de/10012721513

The Effects of Service Quality and Word of Mouth on Customer Acquisition, Retention and Usage

Nam, Sungjoon - 2007

This paper documents the existence of the direct and indirect (via word-of-mouth) effects of service quality on new … customer acquisition, usage and retention using behavioral data from the launch of a new video on demand type service. For this … technology, service quality - the quality of the signal determining the number of movies available for viewing - is exogenously …

Persistent link: https://www.econbiz.de/10012730533

DEI Brand Activism on Social Media : A Brand Marketing and Social-Political Activism Comparison

Thomas, Jacquelyn S.; Taylor, Wayne; Chintagunta, Pradeep K. - 2023

While diversity, equity, and inclusion issues are a focus of brand activism and many firms’ corporate social responsibility initiatives, the challenge is that these topics either 1) impact a relatively small group of individuals (i.e., limited in scope) or 2) are emotionally charged or...

Persistent link: https://www.econbiz.de/10014360319

Diffusion of New Pharmaceutical Drugs in Developing and Developed Nations

Nair, Harikesh; Desiraju, Ramarao; Chintagunta, Pradeep K. - 2008

In the context of introducing new products around the world, it is important to understand the relative attractiveness of various countries in terms of maximum penetration potential and diffusion speed. In this paper, we examine these market characteristics for a new category of prescription...

Persistent link: https://www.econbiz.de/10014026578

Accounting for Primary and Secondary Demand Effects with Aggregate Data

Nair, Harikesh; Dubé, Jean-Pierre; Chintagunta, Pradeep K. - 2008

Discrete choice models of aggregate demand, such as the random coefficients logit, can handle large differentiated products categories parsimoniously while still providing flexible substitution patterns. However, the discrete choice assumption may not be appropriate for many categories in which...

Persistent link: https://www.econbiz.de/10014026579

Structural Modeling in Marketing : Review and Assessment

Chintagunta, Pradeep K.; Erdem, Tulin; Rossi, Peter E.; … - 2008

The recent marketing literature reflects a growing interest in structural models, stemming from: 1) the desire to test a variety of behavioral theories with market data, and 2) recent developments that facilitate estimation of and inference for these models. Whether one should always go through...

Persistent link: https://www.econbiz.de/10014028952

Empirical Analysis of Indirect Network Effects in the Market for Personal Digital Assistants

Nair, Harikesh; Chintagunta, Pradeep K.; Dubé, Jean-Pierre - 2015

We present a framework to measure empirically the size of indirect network effects in high-technology markets with competing incompatible technology standards. These indirect network effects arise due to inter-dependence in demand for hardware and compatible software. By modeling the joint...

Persistent link: https://www.econbiz.de/10014029637

Estimating an Sku-Level Brand Choice Model Combining Household Panel Data and Store Data

Chintagunta, Pradeep K.; Dubé, Jean-Pierre - 2008

The extant literature using household scanner data to estimate consumer choice models has identified two key sources of bias in estimated mean responses to marketing variables. Omitted heterogeneity may bias mean responses towards zero. At the same time, omitted time-varying characteristics of...

Persistent link: https://www.econbiz.de/10014029864

Investigating Brand Preferences Across Social Groups and Consumption Contexts

Kim, Minki - 2012

Using a unique dataset on U.S. beer consumption, we investigate brand preferences of consumers across various social group and context related consumption scenarios (“scenarios”). As sufficient data are not available for each scenario, understanding these preferences requires us to share...

Persistent link: https://www.econbiz.de/10013107271

From Free to Paid : Monetizing a Non-advertising-based App

Cao, Jingcun; Chintagunta, Pradeep K.; Li, Shibo - 2021

decreases existing app users’ willingness to subscribe to the service after monetization. Further, we find a positive …

Persistent link: https://www.econbiz.de/10013239630