Publications

Article

Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes

By: Leslie K. John, Oliver Emrich, Sunil Gupta and Michael I. Norton

Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details

Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media

February 2017
Article

Resident Networks and Corporate Connections: Evidence from World War II Internment Camps

By: Lauren Cohen, Umit Gurun and Christopher J. Malloy

We demonstrate that simply by using the ethnic makeup surrounding a firm’s location, we can predict, on average, which trade links are valuable for firms. Using customs and port authority data on the international shipments of all U.S. publicly traded firms, we show... View Details

Keywords: Information Networks; Trade Links; Firm Behavior; Networks; Geographic Location; Ethnicity; Organizations; Trade

January 2017 (Revised May 2019)
Case

Paytm: Building a Payments Network

By: Sunil Gupta, Das Narayandas and Rachna Tahilyani

By January 2017, Paytm, a mobile payments company that started in 2010, became India’s largest mobile payments platform with over 142 million users and $5 billion valuation. Could Paytm become a $100 billion company its founder Vijay Shekhar Sharma envisioned it be? View Details

Keywords: Mobile Payments; Ecommerce; Mobile App; India; Entrepreneurship; Expansion; Service Operations; Mobile and Wireless Technology; E-commerce; Service Industry; India

2017
Simulation

Global Collaboration Simulation: Tip of the Iceberg

By: Tsedal Neeley

This online simulation teaches students about the difficulties in cross-cultural communication and managing global teams. Communicating via chat, teams of 4 or 5 students race against the clock to prepare a VC presentation. Students are assigned the role of a native... View Details

Keywords: Cross-Cultural and Cross-Border Issues; Interpersonal Communication; Groups and Teams; Social and Collaborative Networks

December 2016
Article

Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details

Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts

December 2016
Article

Social Network Utilization and the Impact of Academic Research in Marketing

By: Stav Rosenzweig, Amir Grinstein and Elie Ofek

The forces that drive the impact of academic research articles in the marketing discipline are of great interests to authors, editors, and the discipline’s policy makers. A key understudied driver is social network utilization by academic researchers. In this paper, we... View Details

Keywords: Social Networks; Academic Reserach; Human Capital; Country Of Origin; Scientometrics; Social and Collaborative Networks; Research; Marketing; Gender; Human Resources; Social Media

October 2016 (Revised March 2017)
Case

uberPOOL

By: Marco Iansiti, Michael W. Toffel and Amram Migdal

This case describes Uber's uberPOOL service, which let multiple Uber users who were headed in the same direction share a ride and pay substantially lower fares. View Details

Keywords: Uber; uberPOOL; Innovation and Invention; Disruptive Innovation; Innovation Strategy; Technological Innovation; Digital Platforms; Transportation; Transportation Networks; Information Technology Industry; Technology Industry; Transportation Industry

October 2016 (Revised March 2019)
Case

Carrum Health: Scaling Bundled Payments

By: Robert S. Huckman and Sarah Mehta

Founded in 2014, Carrum Health helped self-insured employers located in three markets (San Diego, California; Seattle, Washington; and San Francisco, California) save money on their employees’ planned surgeries. It did so by contracting directly with top-quality... View Details

Keywords: Health Financing; Health Insurance; Value-based Healthcare Reimbursements; Bundled Payments; Innovation; Scale; Health; Health Care and Treatment; Cost Management; Growth and Development Strategy; Decision Choices and Conditions; Health Industry; California; San Francisco; San Diego; Seattle

2016
Working Paper

Innovation Network

By: Daron Acemoglu, Ufuk Akcigit and William Kerr

Technological progress builds upon itself, with the expansion of invention in one domain propelling future work in linked fields. Our analysis uses 1.8 million U.S. patents and their citation properties to map the innovation network and its strength. Past innovation... View Details

Keywords: Innovation; Growth; Networks; Patents; Industry Growth; Technology Industry

October 2016
Case

Triangulate: Stay, Pivot or Exit?

By: Thomas Eisenmann, Shikhar Ghosh and Christopher Payton

Sunil Nagaraj, Triangulate's founder had spent a few years trying to launch a dating application that matched users based on their behavior on social media. Based on input from advisors, the company changed its focus from a B2B site to a B2C dating site with a unique... View Details

Keywords: Early Stage; Pivot; Two Sided Markets; Business Model; Business Exit or Shutdown; Product Launch; Venture Capital; Failure; Internet and the Web; Entrepreneurship; Information Technology; Social and Collaborative Networks; United States; North America

Article

Undermining Value-Based Purchasing — Lessons from the Pharmaceutical Industry

By: Leemore S. Dafny, Christopher Ody and Matt Schmitt

The analogy between value-based purchasing in pharmaceuticals and the new frontier of alternative payment models for health care providers is relatively straightforward. Insurers are increasingly demanding steep discounts from providers in exchange for inclusion in... View Details

Keywords: Drug Copayment Coupons; Prescription Drug Policy; Health Care and Treatment; Insurance; Cost; Policy; Pharmaceutical Industry

October 11, 2016
Article

Innovation Network

By: Daron Acemoglu, Ufuk Akcigit and William R. Kerr

Keywords: Innovation and Invention; Networks; Patents

October 3, 2016
Article

Immigrants Play a Disproportionate Role in American Entrepreneurship

By: Sari Pekkala Kerr and William R. Kerr

This article summarizes recent research on how immigrants contribute to the formation of U.S. start-ups and the traits of the businesses founded. View Details

Keywords: Networks; Demographics; Entrepreneurship