Discounting

In today’s fast-changing e-commerce landscape, businesses are increasingly relying on two novel strategies for winning customers: referral marketing and product discounting. However, this promising pairing may have a sting in the tail, according to HKUST’s Hong Xu and Kai-Lung Hui and colleagues. Although individually effective, these two marketing tools may ... 阅读更多

In today’s fast-changing e-commerce landscape, businesses are increasingly relying on two novel strategies for winning customers: referral marketing and product discounting. However, this promising pairing may have a sting in the tail, according to HKUST’s Hong Xu and Kai-Lung Hui and colleagues. Although individually effective, these two marketing tools may ... 阅读更多

The interest rate charged on business loans, known as the discount rate, affects stock prices. This is particularly important, given the fast rate increases by the Federal Reserve this year. However, traditional methods of calculating its impact are not sophisticated enough, according to HKUST’s Zhanhui Chen. To address this limitation, the researcher ... 阅读更多

Lowering prices and offering discounts might be a sure-fire way for firms to attract consumers, but these tactics also cause huge fluctuations in competition intensity, with potentially serious implications for asset prices and returns. Surprisingly, however, this key issue has been neglected in asset pricing research. In a pioneering study, HKUST’s ... 阅读更多

“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 to such offers. Shedding light on this underexplored topic, HKUST’s Prof. Linying (Sophie) Fan and her colleagues propose and test a novel theory: the ... 阅读更多

For retailers seeking to stand out in the cutthroat world of e-commerce, discounts can offer a powerful advertising tool. Across the Web, businesses compete for customers’ attention by announcing the most exclusive deals and hottest “flash” sales. However, big discounts do not always translate into big profits. According to HKUST professors Kai-Lung Hui and ... 阅读更多

How much should we discount our products or services? Many online sellers offer deep discounts to attract consumers. This is especially the case in online markets where the sellers are often less known to consumers. The question is whether such a promotional tactic helps the sales. It defeats the sellers’ advertising or promotional purposes if the discounts ... 阅读更多

Online daily-deal platforms, such as Groupon and LivingSocial, have become a prominent price promotion venue. As two-sided markets, daily-deal platforms allow merchants to attract new consumers via discounts and consumers to explore a wide variety of products and services. In this joint study presented by Prof XU Hong, she will investigate whether the ... 阅读更多