Browsing by Department "Marketing"
Now showing items 21-40 of 47
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(2009-05-15)Interorganizational alliances are widely recognized as critical to product innovation. A notable trend is the rapid growth of new product development (NPD) alliances between large, well-established firms and small, growing ...
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(2015-07-27)Global firms are increasingly moving new product development (NPD) to large emerging markets, such as India and China. In my dissertation, I study two potential NPD strategies that a global firm can pursue when entering ...
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(2018-08-02)This dissertation investigates key issues related to online gaming communities. Across three essays, the author explores the effects of three factors―(1) social connection, (2) demarketing, and (3) game design―on game ...
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(2014-08-08)Product recalls are widely recognized as a manufacturer’s worst nightmare. They put the value generated by product innovation at risk. In my dissertation, I investigate the factors that determine the effects of product ...
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(2010-10-12)As economies are increasingly driven by services, the introduction of new services to satisfy customers and improve firm value is becoming a critical issue for managers. In my dissertation, I take a step in improving the ...
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(2022-04-06)With the proliferation of e-commerce, designing a free shipping policy that can balance the need to recover shipping costs and retain customers is a big quandary for retailers. This dissertation investigates the effectiveness ...
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(2016-10-26)Traditional economic analysis assumes that consumers are fully rational and consumer preferences are independent of consumers’ social context. Research has shown ample evidence that consumer preferences may vary by the ...
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(Texas A&M University, 2005-02-17)Will my flight be cancelled? Will I win the eBay auction? These consumption and product acquisition situations would trigger the experience of . . . suspense. Suspense is defined as the overall anticipatory arousal ...
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(Texas A&M University, 2006-10-30)Research indicates that planning helps consumers in their goal pursuit, but little is known about how and when such beneficial effects change with regulatory fit â fit between consumersâ regulatory orientation ...
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(2015-07-23)In consumer domains such as spending and eating, researchers have demonstrated maladaptive patterns of behavior for individuals lower in self-control, but the effectiveness of many common strategies to boost consumer ...
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(2023-03-30)In my dissertation, I aim to contribute to the innovation literature. A major stream of research in this literature is focused on the factors that influence innovation in firms, conceptualized mainly as product (goods and ...
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(2009-05-15)Little is known about how people evaluate credence attributes, that is, those attributes which the consumer often cannot fully evaluate even after purchasing and consuming the product. And yet consumers struggle to evaluate ...
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An integral part of technological life, most social media platforms provide individuals with increased autonomy, allowing conscious choice. These networking sites allow users to be engaged for longer periods of time. The ...
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(2016-06-23)Innovation is considered an imperative for firm survival and growth. Firms invest considerable amount of time and resources on their innovation activities. Consequently, they are willing to inform their investors of the ...
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(2019-03-14)Across two laboratory studies, an eye tracking experiment, a facial recognition experiment, and a secondary data analysis, I reveal the unique interaction of numerical processing fluency and consumer numeracy as a significant ...
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(2020-03-25)There is a rich tradition in the marketing literature that develops models to help executives quantify the financial return on marketing-mix investment. My dissertation adds novel insights to this literature by examining ...
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(2023-03-31)In my dissertation, I examine the effect of relationship constructs such as commitment and alignment in the context of Business-to-Business Firms. Marketing scholars have hypothesized and found a linear and symmetric ...
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(2015-05-12)A number of major societal issues today stem from individual-level struggles with self-control. To this point, much self-control research has focused on the intra-psychic interplay between an isolated individual and the ...
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(Texas A&M University, 2007-09-17)Do salespeople who follow the Golden Rule or let their faith influence their behavior serve their customers better or like their jobs and employers more than other salespeople? The Golden Rule is a quote from Christ found ...
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(2012-10-19)Consumers’ purchase decisions typically involve two brands: the manufacturer brand (the “what brand to buy” decision) and the retailer brand (the “where to buy” decision). While extant research suggests that consumers’ ...