Accessing products instead of owning them is becoming increasingly popular. However, most marketing knowledge cannot simply be transferred to access. This dissertation investigates what perceptions cause consumers to prefer either consumption mode and how a company should ideally market a new...

This paper examines how a firm can strategically choose its capacity to manipulate consumer beliefs about aggregate demand. It looks at a market with social effects where consumers want to do what is popular, to buy what they believe others want to buy. By imposing a capacity constraint and...