Firms are increasingly seeking to harness the potential of social networks for marketing purposes. Therefore, marketers are interested in understanding the antecedents and consequences of relationship formation within networks and in predicting interactivity among users. The authors develop an...

To many managers, the idea of involving customers in pricing decisions seems counterproductive. For most companies, pricing is a sensitive, private affair. But it may be time to reexamine those ideas. Letting customers have input on prices provides opportunities for customization and can promote...

I. Context -- Unfinished business -- Beyond needs and journeys -- Leaner commerce -- II. Models -- Shaving, rocking out, and looking fabulous -- Flying hours, wash cycles, and miles driven -- Laughter, rocks, and quality of life -- III. Action -- Committing to outcomes -- Breaking the quality...

We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way customers use the service post-adoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across customer acquisition methods?...

Professional services firms (e.g. Consultants, Accounting Firms or Advertising Agencies) generate and sell business solutions to their customers. In doing so, they can leverage the cumulative experience gained from serving their customer base to either reduce their variable costs or increase the...