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- Research Summary
Overview
Rayport focuses his teaching and research on launching and scaling technology ventures, with emphasis on digital media, e-commerce, and multi-channel retail. View Details
Keywords: Entrepreneurial Management; Digital Marketing; Digital Innovation; Digital Media; E-commerce; E-Commerce Strategy; ＂Marketing Analytics＂; Advertising Technology; Technology Entrepreneurship; Entrepreneurship; Technological Innovation; Marketing Strategy; Service Operations; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; European Union; China
- Forthcoming
- Article
Personalized Game Design for Improved User Retention and Monetization in Freemium Games
By: Eva Ascarza, Oded Netzer and Julian Runge
One of the most significant levers available to gaming companies in designing digital games is
setting the level of difficulty, which essentially regulates the user’s ability to progress within the
game. This aspect is particularly significant in free-to-play (F2P)... View Details
- Forthcoming
- Article
Public Perception and Autonomous Vehicle Liability
By: Julian De Freitas, Xilin Zhou, Margherita Atzei, Shoshana Boardman and Luigi Di Lillo
The deployment of autonomous vehicles (AVs) and the accompanying societal and economic benefits will greatly depend on how much liability AV firms will have to carry for accidents involving these vehicles, which in turn impacts their insurability and associated... View Details
- Research Summary
Relative Thinking and Consumer Choice
Fixed differences appear smaller when compared to large differences. Professor Schwartzstein has proposed a model of relative thinking, in which a person weighs a given change by less when he compares it to a larger range. Relative thinking implies that a person is... View Details
- 2010
- Other Unpublished Work
Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions
By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details
- Research Summary
Seeing Thought
By: Gerald Zaltman
This program of research combines the results from ZMET studies to create marketing stimuli such as advertising, retail store designs, product concepts, product design, and so forth, which are then presented to a sample of consumers whose reactions are observed using... View Details
- Research Summary
Strategy and Technology
By: David B. Yoffie
Professor Yoffie’s research examines different aspects of strategy and technology. His most recent research has focused on three areas. The first research topic looks at the dynamics of cooperation and competition among “complements.” In a number of articles and... View Details
- Forthcoming
- Article
The Customer Journey as a Source of Information
By: Nicolas Padilla, Eva Ascarza and Oded Netzer
We introduce a probabilistic machine learning model that fuses customer click-stream data and purchase data within and across journeys. This approach addresses the critical business need for leveraging first-party data (1PD), particularly in environments with... View Details
- Forthcoming
- Article
The Imperfect Intermediation of Money-Like Assets
By: Jeremy C. Stein and Jonathan Wallen
We study supply-and-demand effects in the U.S. Treasury bill market by comparing the returns on T-bills to the administered policy rate on the Federal Reserve’s reverse repurchase (RRP) facility. In spite of the arguably more money-like properties of an investment in... View Details
- Research Summary
The Ownership of Deep Metaphors
By: Gerald Zaltman
Deep metaphors are basic orienting structures of human thought. They guide in subtle and overt ways how customers and managers process information about any product, service, or activity and event. It is essential for a firm to understand deep metaphors as they are... View Details
- Research Summary
Workplace Ethics and Global Business Standards
By: Rohit Deshpande
This research grows out of initial collaborative research with Joshua Margolis and Lynn Paine on the relationship between codes of conduct and corporate performance. This work was reported in Harvard Business Review articles in 2005 and 2011. More recent research... View Details
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