In this article we put forward a model where aggregate sales are a function of the online search of potential consumers at many locations. We argue that a location may be influential because of its power to drive aggregate sales and this power may be dynamic and evolving in time. Second, the...

In this paper we introduce a model that is suitable to study the diffusion of new and dominant multi-generation technologies. Examples are computer operat- ing systems, mobile phone standards, video game consoles. Our model incorporates three new features that are not included in related models....

This article examines the global spill-over of foreign product introductions and takeoffs on a focal country's time-to-takeoff, using a novel data set of penetration data for 8 high tech products across 55 countries. It shows how foreign clout, the susceptibility to foreign influences, and...

Marketing researchers often assume that innovation diffusion is affected by social contagion. However, there is increasing skepticism about the importance of contagion and, as has long been known, S-shaped diffusion curves can also result from heterogeneity in the propensity to adopt. To gain...

We propose a method to include seasonality in any diffusion model that has a closed-form solution. The resulting diffusion model captures seasonality in a way that naturally matches the original diffusion model's pattern. The method assumes that additional sales at seasonal peaks are drawn from...

We examine the situation where hourly data are available to design advertising-response models, whereas managerial decision making can concern hourly, daily or weekly intervals. The key question is how models for hourly data compare to models based on weekly data with respect to forecasting...

Many industries use dynamic pricing on an operational level to maximize revenue from selling a fixed capacity over a finite horizon. Classical risk-neutral approaches do not accommodate the risk aversion often encountered in practice. We add to the scarce literature on risk aversion by...

Marketers often use A/B testing as a tool to compare marketing treatments in a test stage and then deploy the better-performing treatment to the remainder of the consumer population. While these tests have traditionally been analyzed using hypothesis testing, we re-frame them as an explicit...