marketing strategy

The Bright Side of Encroachment
GUAN, Xu | LIU, Baoshan | CHEN, Ying-Ju | WANG, Hongwei

With the rise of e-commerce, suppliers can now reach consumers directly through channels such as online platforms. On the surface, it might seem that this “encroachment” can only be detrimental to the traditional retai ...

Abating Double-Blind Effect in Opaque Selling
LI, Qing | TANG, Christopher | XU, He

Opaque selling is a marketing strategy adopted by industries such as retailing and travel under which firms sell end-of-the-season inventory of different products as a single opaque good and customers find out the specific product ...

How Data Analytics Are Used in Marketing

A closer look into three main kinds of data-driven marketing analytics – descriptive, predictive and prescriptive. Assistant Professor LIU JiaDepartment of Marketing, HKUST Business School Data-driven marketing simply pu ...

Data and Reputation Building on Online Platforms

Studies show online reviews can improve market efficiency and consumer welfare. Assistant Professor HUANG Yangguang, Department of Economics, HKUST Business School Reputation systems operated by online platforms play an importan ...

When Resources Are Scarce, Range Pricing Offers Will Be More Attractive
FAN, Linying | LI, Xueni Shirley | JIANG, Yuwei

“Save from 30% to 50% today!” Range offers like this—advertising flexible price options within a fixed range—are a popular marketing strategy. Surprisingly, however, we know little about how customers react ...

Out of Stock?
FENG, Youyi | XU, Jianjun | ZHENG, Shaohui

Downward substitution is common in many industries and occurs in supply chain management when a firm used a higher value item to satisfy the demand of a lower value item that is out of stock. This type of substitution is driven by ...

The Power of Surprise as a Marketing Tool
CHATTOPADHYAY, Amitava | KIM, Christine | WADHWA, Monica | WANG, Wenbo

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that they receive more than they bargained for. Customers may use a product in ways never anticipated by the brand, discovering ...

Harbingers of Product Failure (and Success)

Managing new products is important for many firms. One challenging problem is how to predict the success of a new product, especially in their early life cycle. Using large-scale retailer data, we find the novel prediction that th ...

Consumer Choice in the Information Age
KE, T. Tony | LIN, Song

In today’s digital era, online research plays a key part in the decision to buy a particular product or brand. The enormous amount of product information instantly available to customers on the Internet has changed the way t ...

To Share or Not to Share?
GUAN, Xu | HUANG, Song | CHEN, Ying-Ju

Selling directly to customers represents an opportunity for suppliers, but it can threaten retailers’ profits. This is known as supplier encroachment, and it occurs across a range of industries. In an innovative study, HKUST ...