Various forms of contact restriction have been adopted in response to the Covid-19 pandemic. Only recently, rapid testing appeared as a new policy instrument. If sufficiently effective, it may serve as a substitute for contact restrictions. Against this background we evaluate the effects of a...

In this chapter, we trace the history of how endogeneity came to be recognized as an important issue in marketing analysis and the widespread adoption of methods to address endogeneity. To quantify the rise of econometric methods for addressing endogeneity in marketing, we begin with a...

The rapid digitization of the entertainment industry urges managers to find new ways to improve marketing effectiveness and combat online piracy. Smart devices and innovative online services generate brand-related tracking data that reflect consumers' brand engagement (e.g., digital usage rates,...