Dynamic Optimization of Original Innovator Based on Product Life-Cycle

技术创新，特别是率先创新使企业拥有时间和产品竞争力上的优势，获得了先入优势；另一方面，模仿创新减少了企业的研发成本，更能满足顾客的需求，从而可以获得更高的成功率，使模仿创新企业获得了后入优势。从时间角度看，在模仿创新企业的产品进入市场以前，率先创新企业的原始创新产品在市场中处于完全垄断地位，随后转变为与模仿创新企业进行的产品竞争，为在竞争中获得更大的优势，创新企业将会选择对原始创新产品进行升级换代，由此可根据市场中的产品竞争形势将产品生命周期分成不同的多个阶段。另外，无论面对怎样的竞争形势，企业都面临着利润最大化的目标，或是不考虑后续影响的眼前利润最大化，或是整个产品生命周期的总利润最大化。 ...Technological innovation, especially original innovation helps enterprises gain the advantage of the time and the competitiveness of products, seize the initiative. On the other hand, imitating innovation has the advantage of cost reduction of corporate R&D and meeting customer needs better, which leads to a higher success rate and makes imitation innovative enterprises obtain a post-market advant...学位：管理学硕士院系专业：管理学院管理科学系_管理科学与工程学号：1772009115094

Indicators of opinion leadership in customer networks:self-reports and degree centrality

In this paper, we assess two alternative indicators of opinion leadership, self-reported opinion leadership and degree centrality, on the same dataset. We also investigate the interaction effect of these two indicators and the social network environment on opinion leadership. We use social network and survey data from the mobile telecom industry to analyze opinion leadership in smartphone adoption. We find that degree centrality indicates opinion leadership, but that self-reported opinion leadership indicates opinion leadership only under the right social circumstances. In case of weak to moderate network ties, the effect of self-reported opinion leadership is not significant. However, self-reported opinion leaders more effectively influence their strong ties. This study sheds light on indicators of opinion leadership and provides insights for managers to improve their social marketing campaigns

Networked Experiments

This chapter considers the design and analysis of networked experiments, one of the most precise tools available for studying social behavior. As a result of digitization, the scale, scope and complexity of networked experiments have expanded significantly in recent years, creating a need for more robust design and analysis strategies. I first review innovations in networked experimental design, assessing the implications of the experimental setting, sampling, randomization procedures and treatment assignment. I then discuss the analysis of networked experiments, with particular emphasis on modeling treatment response assumptions, inference and estimation, and recent approaches to interference and uncertainty in dependent data. I conclude by discussing important challenges facing the future of networked experimentation, focusing on adaptive treatment assignment, novel randomization techniques, linking online treatments to offline responses and experimental validation of observational methods. I hope this framework can help guide future work toward a cumulative research tradition in networked experimentation

Disseny d'un model d'avaluació de resultats de l'activitat de màrqueting per a empreses competint al mercat català i amb relació contractual amb els seus clients

L’objectiu de la tesi doctoral és el de desenvolupar un model que permeti valorar de forma objectiva les actuacions en matèria de màrqueting portades a terme per una organització. Aquest model està constituït per un conjunt de variables descriptives i quantitatives, anomenades variables de control, juntament amb una metodologia de càlcul i un sistema d’indicadors integrat que facilita la traçabilitat de les inversions de màrqueting i explicita la relació causa-efecte entre aquestes i el valor generat per a l’organització. El model s’utilitza per a valorar dades reals d’organitzacions que operin al mercat català i que compleixin la condició de basar la relació amb els seus clients en un model contractual (com veurem més endavant, és inviable aplicar un model comú per a tot tipus d’empresa). L’objectiu, doncs, és la valoració de l’acompliment dels seus objectius en relació als seus actius de mercat (marca i valor de client) i la creació d’un model específic, no generalitzable, per a aquest tipus d’empreses. Un segon objectiu d’aquest treball és l’anàlisi de les principals publicacions especialitzades referents des d’un punt de vista global i local, proposant en primer lloc una terminologia clara en relació a l’activitat de màrqueting, l’acompliment dels seus objectius i la conceptualització d’actius de mercat, i analitzant, en segon, l’impacte d’aquests àmbits i la seva evolució en els últims quinze anys. Alguns estudis previs (Llonch et al., 2002; Ambler i Xiucun, 2003; entre d’altres) es centren a comparar empreses per sectors, funcionalitats i països. És probable, com apunta Llonch et al. (2002) al fer això, que casuístiques atribuïbles a diferències geogràfiques i nacionals es tractin erròniament com a empresarials. A tal efecte, aquest estudi elimina la variabilitat per país i sector (parcialment, aquest darrer), proposant un model acotat, tal com recomanen Ambler et al., (2001), Llonch et al (2002), entre d’altres, que pugui servir de referència en la metodologia i en la validesa conceptual, i no tant en els resultats del model en un context més genèric. Pauwels (2009) demostra la relació entre la creació d’un model predefinit de variables i la millora del càlcul de l’eficiència en la despesa en màrqueting, pel que la creació d’aquest model integrat té l’objectiu d’esdevenir una eina de Gestió del Rendiment Corporatiu (GRC, en endavant1) (Bauer, 2004) aplicada a la gestió de màrqueting i els seus actius. Aquesta particularització del GRC rep el nom de Gestió del Rendiment de Màrqueting (GRM, en endavant2) (Ambler, 2000) i el seu objectiu és el d’augmentar la usabilitat i faciliti la generació d’informació per a la presa de decisions de la línia directiva de les organitzacions. L’abast de la tesi és el de crear el model des d’una perspectiva d’avaluació de l’activitat de màrqueting per part de la línia directiva, i no pas el desenvolupament informàtic d’una eina de suport a la presa de decisions ja que això, com apunten diversos autors (Dover, 2004; Schiff, 2008) i es tractarà amb més profunditat en el capítol 5, implicaria un nivell de personalització per cada empresa que no és objectiu d’aquesta tesi.The thes is aims to develop a practical model to asses m arketing perform ance within an organization. The model is basically structured around control metrics both from a qualitative and quantitatve approach, together with an integrated system of key performance indicators that enables marketing accountability through different organisational divisions, thus stating a solid cause/effect relationship between marketing activities and the value created for the organisation. The aformentioned model is used to assess marketing activites for catalan com panies with a contract-based customer relationship. Final assessment includes also a dynamic valuation of the company's market as sets . A second objective of the thes is is to review the current state of the art of marketing assessment literature from specialized journals both from a global and a local pers pective, defining a comprehensive list of related terms about marketing performance measurement, market-asset description and valuation and an accurate analysis about its evolution throughout the last 15 years.Postprint (published version

Technical, Strategic, and Cultural Bottlenecks of Born-Global-Digital Firms

A born-global-digital firm belongs to the group of firms that apply and develop digital technologies to achieve early internationalization. However, there might be different types of bottlenecks related to foreign market entries and the development of digital services affecting those markets that limit such firms’ global activities. In this work, we divide these bottlenecks into technical, strategic, and cultural forms. This multi-case study examines the impact of those bottlenecks and how that might be overcome. We provide practical and theoretical alternatives to bypass the impediments created by the bottlenecks

Native-led contextualization efforts in North America 1989-2009

https://place.asburyseminary.edu/ecommonsatsdissertations/1753/thumbnail.jp

The Causal Impact of Incentive Structure and Message Design on Product Diffusion: Evidence from Two Randomized Field Experiments

University of Minnesota Ph.D. dissertation.May 2017. Major: Business Administration. Advisor: Ravi Bapna. 1 computer file (PDF); iv, 98 pages.59% of people consult friends for advice in making purchase decisions. Not surprisingly, concomitant with the exploding growth of digital social networks, firms recognize the importance of using referral programs towards driving new business. Such schemes encourage existing customers with an incentive-laden call-to-action to engage their social networks by informing them about products and ultimately influencing and stimulating friends’ purchase decisions. While referral marketing is a widely adopted practice, the underlying science behind understanding and optimizing its various dimensions is nascent. The optimal design of referral program can be determined by three key design choices: incentive design (for both sender and recipients), call-to-action for information sharing (to the sender) and message design (to the recipient). While previous research has examined the design of message sent to the recipients, no study has investigated how firms can optimally design the incentive to the sender and receiver and message to the sender in the form of a call-to-action to engage customers. In this dissertation, I examine whether and how a firm can enhance social contagion by varying incentives (first essay) as well as the framing of the call-to-action messages (second essay) shared by customers with their friends. In collaboration with two US-based companies, I conduct two randomized field experiments to identify the causal effect of three types of difference incentive schemes, as well as three different types of call for sharing, respectively. The first experiment involves manipulations of how the monetary reward is shared between the sender and the receiver of the referral: selfish reward (sender gets all), equal reward (50-50 split), and generous reward (receiver gets all). In the second experiment, I test the effect of three different calls for referral: a) the egoistic call for sharing action, where I highlight the reward to the sender, b) the equitable based call for sharing action, where I highlight that both sender and the receiver get the reward, and c) the altruistic call for sharing action, where I highlight the reward to the receiver. The results show that the generous pro-social referral reward schemes and altruistic framing dominate selfish schemes and egoistic framing in creating word-of-mouth. Theoretically, the results together provide concrete and causal support to the hitherto under-studied role of altruism in creating social contagion. The findings of the study provide insights to companies planning to run referral programs to promote WOM based adoption of the products

Fake News, Political Narrative, & Social Media: A Structuration Approach

This research aims to unveil a connection between fake news distribution, readership demand, and social media networks, in this case, Facebook. In this research, fake news is defined as “content that is deliberately false and published on websites that mimic traditional news websites (Johnson and Kelling 2017, p3)”. It is argued that fake news content is not produced at random, but is tailored to particular political demographics and narratives. Exposure to such media not only validates ideological positions, it polarizes political beliefs. Furthermore, Facebook not only acts as an effective distribution medium, but allows individual users to skip structural filters in information sharing, thus creating a more nebulous and less rigid relationship between structures and actors in society. The methodology is multi-disciplinary and includes the creation of two political narratives, which are then utilized in a content analysis with four fake news articles. Facebook comment sections underneath these articles are also studied to assess a positive or negative impact on readers\u27 political beliefs. Finally, user beliefs about fake news and Facebook are assessed via a twenty-two question questionnaire. Distributed via Facebook, this questionnaire measures user opinion about the commonality of fake news, levels of media trust & fake news impact, and structural links between narrative, news, and Facebook as a platform. Key Words: Facebook, Fake News, Social Media, Structuration Theory, Political Polarization, Political Narrativ