The Role of the Mangement Sciences in Research on Personalization

We present a review of research studies that deal with personalization. We synthesize current knowledge about these areas, and identify issues that we envision will be of interest to researchers working in the management sciences. We take an interdisciplinary approach that spans the areas of economics, marketing, information technology, and operations. We present an overarching framework for personalization that allows us to identify key players in the personalization process, as well as, the key stages of personalization. The framework enables us to examine the strategic role of personalization in the interactions between a firm and other key players in the firm's value system. We review extant literature in the strategic behavior of firms, and discuss opportunities for analytical and empirical research in this regard. Next, we examine how a firm can learn a customer's preferences, which is one of the key components of the personalization process. We use a utility-based approach to formalize such preference functions, and to understand how these preference functions could be learnt based on a customer's interactions with a firm. We identify well-established techniques in management sciences that can be gainfully employed in future research on personalization.CRM, Persoanlization, Marketing, e-commerce,

Impacts of the Farm Input Subsidy Programme in Malawi: Informal Rural Economy Modelling

This paper presents a partial equilibrium model of the impacts of the Malawi Farm Input Subsidy Programme on smallholder livelihoods in two major and contrasting livelihood zones over the period 2005/6 to 2010/11. Despite inherent difficulties in modelling the multi-scale and complex relationships that are involved, model findings show direct impacts on subsidy recipients (increasing maize production and real incomes), differences between poorer and less poor households (with poorer households normally gaining more proportionally but not necessarily absolutely from the same subsidy package), and differences between central and southern region maize growing areas with different rates of poverty incidence and land pressure (with greater absolute and proportional gains in poorer southern region areas). The results also show the impacts of the programme on wages and maize prices. However, a significant finding of model simulations is that beneficial indirect effects may be greater than direct impacts in maize growing areas with high rates of poverty incidence and high land pressure. These indirect effects arise through increases in the ratio of wages to maize prices, and benefit poorer households (who sell ganyu labour and buy maize) while potentially harming in the short term the incomes of less poor buyers of ganyu labour and sellers of maize (these households should however gain in the medium and long run from increased livelihood opportunities with wider economic growth). This finding has important implications for programme design, implementation and evaluation. Much more emphasis should be placed on ensuring that the programme and other policies are managed to maximise these indirect benefits, and on assessing these benefits in programme evaluation. There are particular implications for the design and management of area and household targeting and graduation

Piracy of Digital Products: A Critical Review of the Economics Literature

Digital products have the property that they can be copied almost costlessly. This makes them candidates for non-commercial copying by final consumers. Because the copy of a copy typically does not deteriorate in quality, copying products can become a wide-spread phenomenon – this can be illustrated by the surge of file-sharing networks. In this paper we provide a critical overview of the literature that addresses the economic consequences of end-user copying. We conclude that some models with network effects are well-suited for the analysis of software copying while other models incorporating the feature that copies provide information about the originals may be useful for the analysis of digital music copying.information good, piracy, copyright, internet, peer-to-peer, software, music

Social Interaction, Observational Learning, and Privacy: the "Do Not Call" Registry

Many empirical studies have inferred contagion in behavior from a correlation between individual behavior and the behavior of others in the same social group, rather than from any direct evidence. The correlation has been variously attributed to social interaction, word of mouth communication, and observational learning. As Manski (1993) famously observed, such correlation might be explained by peer group influence, but also, similar responses to common environmental changes. More generally, correlation in behavior raises two questions – how information is transmitted and why individuals follow the choices of others. We address these questions in the context of subscriptions to the U.S. "do not call" registry in June-August 2003. Using a rich set of data culled from multiple sources, including longitudinal observations of household choice, we are able to separately identify -- Methods by which information is transmitted – social interaction and news media; -- Reasons why households follow the choices of others – observational learning and telemarketing diversion, and the impact of household heterogeneity on such learning and diversion. Among methods of information transmission, social interaction was relatively more important than news media. Among reasons for contagion, telemarketing diversion was relatively more important than observational learning, while the extent of learning decreased with social heterogeneity.

The Indivisibility of Social Media, Corporate Branding, and Reputation Management

From 1995 to 2004, the internet hosted static, one-way websites; these were places to visit passively, retrieve information from, and perhaps post comments about by electronic mail. This Web 1.0 was about getting people connected, even if its applications were largely proprietary and only displayed information their owners wished to publish. Today,Web 2.0 enables many-to-many connections in countless domains of interest and practice. People are connected and expect the internet to be user-centric. They generate content, business intelligence, reviews and opinions, products, networks of contacts, statements on the value of web pages, connectivity, and expressions of taste and emotion that search engines, not portals, fetch. They hold global conversations in forms dubbed, collectively, as social media

Input Subsidy Programs and Commercial Market Development: Modeling Fertilizer Use Decisions in a Two-Channel Marketing System

Replaced with revised version of paper 07/18/06.crowding out effect, input marketing channels, fertilizer, sub-Saharan Africa, survey data, Marketing,

The Debate on Influencing Doctors’ Decisions: Are Drug Characteristics the Missing Link?

Decision-making by physicians on patients’ treatment has come under increased public scrutiny. In fact, there is a fair amount of debate on the effects of marketing actions of pharmaceutical firms toward physicians and their impact on physician prescription behavior. While some scholars find a strong and positive influence of marketing actions, some find only moderate effects, and others even find negative effects. Debate is also mounting on the role of other influencers (such as patient requests) in physician decision-making, both on prescriptions and sample-dispensing. The authors argue that one factor that may tip the balance in this debate is the role of drug characteristics, such as a drug’s effectiveness and a drug’s side effects. Using a unique data set, they show that marketing efforts – operationalized as detailing and symposium meetings of firms to physicians – and patient requests do affect physician decision-making differentially across brands. Moreover they find that the responsiveness of physicians’ decision-making to marketing efforts and patient requests depends upon the drug’s effectiveness and side effects. The paper presents clear guidelines for public policy and managerial practice and envisions that the study of the role of drug characteristics – such as effectiveness and side effects – may lead to valuable insights in this surging public debate.public policy;side effects;sampling;Physician decision-making;drug effectiveness;drug prescription;marketing efforts;patient requests;pharmaceuticals;sample-dispensing

Evaluation of the East Bay Municipal Utility District's Pilot of WaterSmart Home Water Reports

This report presents the results of an independent evaluation of the East Bay Municipal Utility District's (EBMUD) year-long pilot project (Pilot) of WaterSmart Software's Home Water Reports (HWRs) service.The Pilot was intended to address three primary questions:First, would an SNB efficiency program like WaterSmart result in measurable reductionsin household water use?Second, would it increase rates of participation in other EBMUD conservation programs? Third, would it increase household knowledge and awareness of water consumption andways to use water more efficiently