marketing strategy

The Bright Side of Encroachment
GUAN, Xu | LIU, Baoshan | 陈滢儒 | WANG, Hongwei

With the rise of e-commerce, suppliers can now reach consumers directly through channels such as online platfo ...

Abating Double-Blind Effect in Opaque Selling
黎擎 | 邓兆生 | 徐和

Opaque selling is a marketing strategy adopted by industries such as retailing and travel under which firms se ...

How Data Analytics Are Used in Marketing

A closer look into three main kinds of data-driven marketing analytics – descriptive, predictive and pre ...

Data and Reputation Building on Online Platforms

Studies show online reviews can improve market efficiency and consumer welfare. Assistant Professor HUANG Yan ...

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

“Save from 30% to 50% today!” Range offers like this—advertising flexible price options with ...

Out of Stock?
FENG, Youyi | XU, Jianjun | 郑少辉

Downward substitution is common in many industries and occurs in supply chain management when a firm used a hi ...

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

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that th ...

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 ...

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

In today’s digital era, online research plays a key part in the decision to buy a particular product or ...

To Share or Not to Share?
GUAN, Xu | HUANG, Song | 陈滢儒

Selling directly to customers represents an opportunity for suppliers, but it can threaten retailers’ pr ...