Short project descriptions

With firms’ recent movement towards a data-driven culture, vast information on customer relationship and transaction history becomes available. This allows…

How Matchmakers Shape Emerging Platform Markets to Pursue their Brand Strategies: An Analysis of Airbnb

Matchmakers are firms which match external providers and consumers of services. Although matchmakers have many advantages over traditional firms, they…

Improving CLV predictions

Valuing customer is essential to any firm and enables marketers to identify key customers. In non-contractual settings, such as retailing,…

Values in friendship networks

Values - the motivational goals defining what is important to us - are not only guiding our everyday decisions and…

Zooming in on the international takeoff of new products

It is essential for firms to predict the success of new products early. Product managers want to know whether and…

Celebrity co-branding for private labels: Effects on store image and the multi-tier private label portfolio

Private Labels (PL) are a modern success story. Their share of wallet peaks about 40 percent in Switzerland, UK and…

REndo: An R package to address endogeneity without external instrumental variables

Endogeneity is a key challenge when aiming to uncover causal relationships in empirical research. Reasons are manifold, i.e. omitted variables,…

Influencer Marketing

Influencer marketing is a relatively new phenomenon in social media. Companies are still hesitant to adopt influencer marketing as a…

Discoverers and influencers in large-scale markets

The identification of influencers in socio-economic systems and their application to marketing has attracted enormous attention from scholars and companies.…

Most Popular Topics

The effect of marketing efforts on salesperson performance