marketing strategy

Turning Costs into Capabilities
LUNDAN, Sarianna M. | 李家濤

For multinational enterprises (MNEs), expanding internationally into untapped markets can be costly. Promising ...

Moment Marketing: A New Tool for Effective Cross-Channel Advertising

Moment marketing is a rich new area of contextual advertising that entails the ability to synchronize online a ...

When Discount Hurts Sales

How much should we discount our products or services? Many online sellers offer deep discounts to attract cons ...

Matching Supply with Demand
王譞 | ASADPOUR, Arash | ZHANG, Jiawei

Matching supply with demand is an important way to secure profits for businesses in many industries. However, ...

Market Strategies: Manufacturers, Retailers, and Consumers
GUAN, Xu | 陳瀅儒

Supply chains are an integral part of business and form the network between a company and its suppliers to pro ...

Under Pressure: Consumers’ Responses to Context-based Marketing
川口康平 | UETAKE, Kosuke | WANATABE, Yasutora

Consumer demographics, product attributes, and purchase history has long been at the heart of marketing commun ...

Customer Bounded Rationality in Posterior Price-Matching Mechanism
YIN, Zhe | HUANG, Tingliang | 陳瀅儒

The posterior price-matching is a mechanism where a firm reimburses the price difference to a customer who has ...

Going against the Flow: Bodily Sensation and Consumer Choice
KWON, Mina | ADAVAL, Rashmi

Economists believe that consumers making purchasing decisions are pre-programmed to choose the normatively pre ...

“Bang bang”: an optimal sales strategy for perishable goods
HU, Peng | SHUM, Stephen | 于漫

Shopkeepers and store managers should base decisions on whether to discount or destroy leftover perishable goo ...