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Social Contagion as a Driver of Digital Product Use
Social contagion is ubiquitous in the day-to-day lives of consumers. Whether at home with their families, at work with colleagues, spending leisure time with friends, or even when only surrounded by strangers, consumers are always exposed to and influenced by the actions of others. The wide-scale use of digital communication technologies and online social networks has further exacerbated this influence by enabling more varied and intense ways to connect and interact. In the three essays constituting this dissertation, we ask how marketers and product designers can purposefully use social product design features to achieve superior managerial outcomes by harnessing social contagion. The first...
The Behavioral Economics of Digital Customer-Firm Interactions
The use of digital technologies have given rise to new forms of customer-firm interactions (e.g., the use of digital assistants in customer service). The shift towards digitization of customer-firm interactions enables a wide and easily scalable new set of offerings to consumers. From a consumer perspective, the increased use of digital technologies constantly shape individual decisions and attitudes towards firms. This dissertation examines the extent to which customers benefit from these technological advances by taking on a behavioral economics perspective. The main focus of the dissertation lies on two aspects which are highly relevant for firms: (i) customer satisfaction, and (ii) the q...
Contemporary Consumer Culture Theory
Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade. The volume seeks to help break down the silos that have arisen in disciplines seeking to understand consumer culture, and speed both the diffusion of ideas and possibility of collaboration across frontiers. Contemporary Consumer Culture Theory begins with a re-evaluation of some of the fundamental notions of consumer behaviour, such as self and other, branding and pricing, and individual vs. communal agency then continuing with a reconsideration of role confi...
Journal of the Senate of the State of Georgia
Includes extraordinary sessions.
Tap
How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers. Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers. Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from...
The Ends Game
How companies like Dollar Shave Club and Rent the Runway rewrite the rules of commerce by pursuing outcomes rather than products and services. The seventh book in the Management on the Cutting Edge series—for business professionals looking to do deliver excellent customer service while maximizing value and revenue. Would you rather pay for healthcare or for better health? For school or education? For groceries or nutrition? A car or transportation? A theater performance or entertainment? In The Ends Game, Marco Bertini and Oded Koenigsberg describe how some firms are rewriting the rules of commerce: instead of selling the “means” (their products and services), they adopt innovative revenue models to pursue “ends” (actual outcomes). They examine companies such as: • Dollar Shave Club • Rent the Runway • Netflix • Spotify • Michelin • Adobe • Pearson • And many more! They show that paying by the pill, semester, food item, vehicle, or show does not necessarily reflect the value that customers actually derive from their purchases. Revenue models anchored on the ownership of products, they argue, are patently inferior.
Thrive
How AI can positively impact so many aspects of our daily lives, from health and wellness to work, education, and home life. Artificial intelligence (AI) is a powerful general-purpose technology that is reshaping the modern economy, but misperceptions about AI stand in the way of harnessing it for the betterment of humanity. In Thrive, Ravi Bapna and Anindya Ghose counter the backlash by showcasing how AI is positively influencing the aspects of our daily lives that we care about most: our health and wellness, relationships, education, the workplace, and domestic life. In the process the authors help explain the underlying technology and give people the agency they need to shape the debate a...
Advanced Applications of Network Analysis in Marketing Science
The world today is becoming a highly connected place. Firms, consumers and the devices they use are increasingly part of a complex, global network of connected entities. These networks represent a gold mine for marketing scholars that may be interested in developing a better understanding of consumer behavior, and for practitioners who are keen to discover new ways of gaining and retaining customers. This cumulative dissertation focuses on the use of network analysis to generate and analyze novel data in marketing. The work moves beyond the scope of traditional social network analysis to consider networks composed of different types of nodes at varying levels of granularity. The key aim is t...
Designing E-Business Systems. Markets, Services, and Networks
Constitutes the proceedings of the 7th Workshop on E-Business, WEB 2008, held in Paris, France, on December 13, 2008. This book covers topics such as electronic markets, electronic services, radio frequency identification, service-oriented architectures, virtual communities, and Web intelligence.
