This paper investigates the effectiveness of social media advertising and online video advertising using three large-scale controlled field experiments in the U.S., China and the Netherlands. The study was implemented using a technological approach that allows researchers to combine controls...

The introduction of Tagamet in the United States in 1977 represented both a revolution in ulcer therapy and the beginning of an important new industry. Today there are four prescription H2- antagonist drugs: Tagamet, Zantac, Pepcid and Axid, and they comprise a multi-billion dollar market for...

Two field experiments examine whether providing information to consumers about competitive products builds trust. Established theory suggests that (1) competitive information leads to trust because it demonstrates the firm is altruistic and (2) trust leads to brand consideration and sales. In...

An empirical analysis indicates that the order of entry of a brand into a consumer product category is inversely related to its market share. Market share is modeled as a log linear function of order of entry, time between entries, advertising, and positioning effectiveness. The coefficients of...

Recently, a "lead user" concept has been proposed for new product development in fields subject to rapid change (von Hippel [von Hippel, E. 1986. Lead users: A source of novel product concepts. Management Sci. 32 791--805.]). In this paper we integrate market research within this lead user...