Browsing Faculty Publications by Title
Now showing items 6-10 of 10
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The Effectiveness of Movie Trailer Advertising
(2015-09-24)Prior to a movie release in theatres, trailer advertising provides valuable information that can help viewers and investors form expectations about the movie's future success. While previous research has looked at the ... -
A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally
(Elsevier, 2015-07)This paper studies the optimal choice of promotional partners in a three-firm market where two firms sell complementary products and a third firm sells an independent product. Game-theoretic models are developed to investigate ... -
Informational and/or Transactional Websites: Strategic Choices in a Distribution Channel
(Elsevier, 2017)While most businesses have faced the decision of whether to operate an informational and/or a transactional website, the literature on website selection in marketing channels remains very sparse. This paper proposes an ... -
Modeling reward expiry for loyalty programs in a competitive market
(2017-08-10)This paper investigates reward expiry for loyalty programs. It provides insights into the profitability of setting reward expiry for competing firms and identifies conditions under which such a policy would be beneficial. ... -
Should Companies Jointly Promote their Complementary Products when they Compete in other Product Categories?
(ScienceDirect, 2016-12)Joint promotions, whereby companies pool marketing resources to promote their brands, are increasingly used to reduce marketing costs and develop common business opportunities, but formal knowledge about how they should ...