Author: Ashutosh Singh
Publisher:
ISBN:
Category :
Languages : en
Pages : 107
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Book Description
My dissertation focuses on designing marketing strategies to improve firm performance. My dissertation’s first essay focuses on designing a competitive strategy for digital media platforms for tackling AdBlock. Online advertising is a major source of revenue for digital media firms but increasing ad-blocking software usage has a negative impact on such revenues. To avoid losses from AdBlock usage, digital publishers mainly use two strategies. First, publishers can use the whitelisting strategy, which blocks AdBlock users from viewing the publishers’ content. Second, publishers can use the sophisticated ad recovery (SAR) strategy that bypasses AdBlock and only shows relevant ads to readers. With an analytical model and duopolistic framework, I identify the conditions under which digital publishers might adopt the whitelisting strategy over SAR strategy and those in which two ex-ante symmetric firms might prefer asymmetric strategies to combat ad-blocking usage. My second essay of the dissertation focuses on developing an empirical strategy to design a Chief Marketing Officer’s (CMO’s) job, which positively affects firm value. Prior empirical research on the design of a CMO’s job and its impact on firm value is scarce. My research focuses on the conceptualization and finds empirical support on this issue. I find that variations in describing the design of a CMO’s job can affect the contribution of a CMO to the firm value. I use announcement data for 227 publicly traded firms over the 11-years (2005-2016) to show that the design of a CMO’s job when focused on the decisional role creates more firm value. The results of the two essays fill the gap that exists in the digital media platforms and top management and have several theoretical and managerial contributions.
Author: Chang Liu (Economist)
Publisher:
ISBN:
Category : Electronic dissertations
Languages : en
Pages : 121
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Book Description
In this dissertation, I apply game-theoretical methods in the context of marketing research and investigate the effects of stylized facts in behavioral economics. Chapter 1 studies the effects of managerial optimism on firms' performance. Research has shown that many managers and entrepreneurs tend to be optimistic and are inclined to believe that negative shocks happen to them less frequently than to others. However, there is also evidence suggesting that such optimism is often inaccurate in reality and managerial optimism can lead to the failure of a company. We develop a game-theoretic model to investigate the impact of managerial optimism on firms' performance in a competitive market. Our analysis shows that a manager's optimism about demand can increase the firm's profit. Moreover, only one firm having managerial optimism can be win-win for both firms in a duopoly, because it can increase the level of product quality differentiation between the firms, alleviating price competition. However, if both firms have optimistic managers, the benefit of increased differentiation disappears, and firms are weakly worse off, compared with the case of both firms having realistic managers. Our research suggests that a firm should hire a realistic manager when managerial optimism is already pervasive in a competitive market.Chapter 2 studies the effects of different supply chains on firms' profitability. In many supply chains, the downstream retailer designs product quality and decides retail price, but outsources the production to an upstream manufacturer. This practice is referred to as "contract manufacturing" (CM). Sometimes, in addition to production outsourcing, the retailer also outsources the design process to the manufacturer. This is referred to as "original design manufacturing" (ODM). This chapter compares these two different outsourcing practices and develops a game-theoretical model to investigate the effects of quality design outsourcing on quality level, price, and the profits of both the retailer and the manufacturer in a market with demand uncertainty. Our analysis reveals that in ODM, the product has lower quality level, lower wholesale price, and lower retail price than in CM. The retailer is better off with ODM when demand uncertainty is low, and better off with CM when demand uncertainty is high. Moreover, when demand uncertainty is high, the manufacturer's profit may increase with demand uncertainty. In Chapter 3, using data from a Chinese textile manufacturer that supplies a major U.S. retailer, we estimate a logit model and demonstrate that, consistent with our prediction, the retailer is more likely to choose ODM and outsource quality design under low high demand uncertainty.
Author: Brett William Josephson
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
This dissertation explores the effect of marketing strategy to influence firm financial performance. Specifically, I demonstrate through three related essays that different strategic marketing actions taken by a firm produce unique and novel financial performance implications. These findings contribute to marketing theory, by extending the fields understanding on how marketing influences firm financial performance, and marketing practice, by providing managers with useful decision tools to guide their own strategic decisions. Essay One explores the antecedents and financial consequences of strategic marketing ambidexterity. I was particularly interested in studying the shifting emphasis a firm places on either exploiting existing resources or exploring future market opportunities through the marketing function. Using longitudinal data from 2000 -2011 on 1261 publically traded firms, I show that firm maturity and resource slack are critical determinants of strategic marketing ambidexterity, and that these effects are moderated by market turbulence and industry competitiveness. In terms of performance, I find that different orientations in strategic marketing ambidexterity, either more exploitative-focused or more exploratory-focused, have a significant influence on firm financial risk as well as return. Essay Two explores the combinative effect of a firm's political management capability with its traditional market-facing capabilities, R&D, sales, and resource flexibility, on performance. Using longitudinal data from 2006 -- 2011 on 83 firms in the pharmaceutical industry, I demonstrate that political management capability should only be used as when a firm has weak traditional market-facing capabilities. Political management capability can act as a substitute in these instances and improve the financial performance of the firm, decreasing firm risk and increasing return. Essay Three investigates the effect of the government as a customer on supplier firm financial performance. Specifically, I explored the financial effect when the government becomes a more central component of a firm's customer basket. I find that the government has a negative effect on firm financial performance in both the short- and the long-term. However, this negative effect can be buffered by the presence and magnitude of critical firm contextual factors, R&D intensity and resource slack.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Luiz Moutinho
Publisher:
ISBN: 9781844800001
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Strategic Marketing Management: A process based approach integrates Marketing with other aspects of Management such as strategy, organisational theory, strategic financial management and management accounting, HRM, information systems, corporate image and communications, operations management and logistics. It provides students with an overview of how marketing fits into the overall management picture. Strategic Marketing Management: a process-based approach draws heavily on Business Process Re-engineering (BPR), a term which, in the past ten years, has caught the imagination of the business and commercial world.
Author: Tahvo Hyötyläinen
Publisher: Springer
ISBN: 3658074701
Category : Business & Economics
Languages : en
Pages : 235
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Book Description
Business Process Management (BPM) has become a widely adopted management approach, prompting significant investments by private and public companies since 2000. Since neither the concept of BPM nor the factors leading to successful BPM initiatives are grounded in theory and also lack empirical support, Tahvo Hyötyläinen explores what business value BPM and BPM Systems can cause and how they can bring about improved firm performance. The author’s main implication is to show how to enhance the probability of success with BPM and its Systems. His research also adds to the understanding on how to increase customer-centricity –an empirically supported yet less studied direction of BPM.
Author: Hacioglu, Umit
Publisher: IGI Global
ISBN: 1799811271
Category : Business & Economics
Languages : en
Pages : 775
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Book Description
With advancing information technology, businesses must adapt to more efficient structures that utilize the latest in robotics and machine learning capabilities in order to create optimal human-robot cooperation. However, there are vital rising concerns regarding the possible consequences of deploying artificial intelligence, sophisticated robotic technologies, automated vehicles, self-managing supply modes, and blockchain economies on business performance and culture, including how to sustain a supportive business culture and to what extent a strategic fit between human-robot collaboration in a business ecosystem can be created. The Handbook of Research on Strategic Fit and Design in Business Ecosystems is a collection of innovative research that builds a futuristic view of evolving business ecosystems and a deeper understanding of business transformation processes in the new digital business era. Featuring research on topics such as cultural hybridization, Industry 4.0, and cybersecurity, this book is ideally designed for entrepreneurs, executives, managers, corporate strategists, economists, IT specialists, IT consultants, engineers, students, researchers, and academicians seeking to improve their understanding of future competitive business practices with the adoption of robotic and information technologies.
Author: Tobias Oberpaul
Publisher: BoD – Books on Demand
ISBN: 3947095112
Category : Business & Economics
Languages : en
Pages : 202
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Book Description
Compensation contracts have become ever more complex and individualized, particularly in the executive compensation domain, where increasingly diverse stakeholder demands and governance requirements have led to the inclusion of more and increasingly interrelated components into compensation contracts. Even the compensation of lower-level employees has become complex as firms individualize employee compensation and use many different rewards simultaneously. Research has examined elements of compensation in isolation but has attempted to avoid the complexities of compensation. This dissertation examines the consequences of compensation complexity and compensation design dispersion and contributes to a better understanding of compensation and its consequences for firms and employees. The first study examines how the complexity of executive compensation contracts affects firm performance. It finds that CEO compensation complexity negatively affects accounting, market, and ESG (i.e., environmental, social, and governance) metrics of firm performance and explores mechanisms that help explain the relationships. The second study examines the effect of compensation design dispersion within top management teams and its impact on executive turnover. The results show that compensation design dispersion affects executive turnover, both directly and in interaction with relative pay level. The third study addresses the role of compensation design dispersion in the development of procedural justice perceptions. Using two experiments, this study shows that compensation design dispersion causes lower procedural justice perceptions, which appears to be less problematic for participants with relatively easier to understand contracts. In summary, this dissertation provides a nuanced overview of complex compensation design and compensation design dispersion. The findings contribute to a better understanding of the effectiveness of compensation as an incentive and sorting tool for organizations, and of the implications of compensation design for the functioning of teams.
Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 688
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Book Description
Author: Tushmit M. Hasan
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
In this dissertation, I present two essays that focus on two non-market forces that have been relatively understudied in the marketing literature: ESG pressures (i.e., the increasing calls on firms to provide information pertaining to their impact on environmental, social, and governance issues) and political risk (i.e., the risks emanating from the legal, political, and regulatory environment in which the firms operate). In my first essay, I draw a conceptual distinction on ESG and CSR disclosures, drawing on the Stereotype Content Model and using text analysis on a sample of 3,350 Twitter disclosures about ESG and CSR from S&P500 companies. In my second essay, I investigate whether firms adjust their levels of marketing spending (R&D and advertising) when faced with high levels of political risk and whether these adjustments in spending can mitigate the negative impact of political risk on firm value. I compare these effects with firms’ level of non-marketing (lobbying) spending. Taken together, my two essays examine different forms of responses to non-market forces through marketing strategy and offers insights on which strategies are most effective. My first essay shows how firms can respond to non-market forces in the form of ESG and CSR pressures through different language in their disclosures; and my second essay shows that marketing strategies may be more effective in mitigating the negative impact of a key non-market force, political risk, compared to non-marketing strategies
