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Strategy

See the latest research, articles and faculty on the Strategy Area of Expertise at Columbia Business School.

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Strategy Faculty

CBS Faculty Research on Strategy

R&D, Marketing, and the Success of Next-Generation Products

Authors
Elie Ofek and Miklos Sarvary
Date
January 1, 2003
Format
Journal Article
Journal
Marketing Science

This paper studies dynamic competition in markets characterized by the introduction of technologically advanced next-generation products. Firms invest in new product effort in an attempt to attain industry leadership, thus securing high profits and benefiting from advantages relevant for the success of future product generations. The analysis reveals that when the current leader possesses higher research and development (R&D) competence, it tends to invest more in R&D than rivals and to retain its lead position.

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Customer experience management: Erfahrungen gestalten und Kundennutzen schaffen

Authors
Bernd Schmitt
Date
January 1, 2003
Format
Chapter
Book
Total Customer Experience Management: Kundennutzen umfassend erlebbar machen!
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From traditional features-and-benefits marketing to experiential marketing

Authors
Bernd Schmitt
Date
January 1, 2003
Format
Chapter
Book
Handbook of research in international marketing
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Authority and Communication in Organizations

Authors
Wouter Dessein
Date
October 1, 2002
Format
Journal Article
Journal
Review of Economic Studies

This paper studies the delegation as an alternative to communication. We show that a principal prefers to delegate control to a better informed agent rather than to communicate with this agent as long as the incentive conflict is not too large relative to the principal's uncertainty about the environment. We further identify cases in which the principal optimally delegates control to an "intermediary," and show that keeping a veto-right typically reduces the expected utility of the principal unless the incentive conflict is extreme.

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Linking Customer Assets to Financial Performance

Authors
John Hogan, Donald Lehmann, Maria Merino, Rajendra Srivastava, Jacquelyn Thomas, and Peter Verhoef
Date
August 1, 2002
Format
Journal Article
Journal
Journal of Service Research

As more firms adopt a customer asset management approach to their business, it has become increasingly important to understand how customer management efforts relate to the financial performance of the firm. Of specific interest to shareholders is the relationship between traditional financial measures and customer-centric measures. The customer-centric measure that has received the most attention is customer lifetime value (CLV).

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Bidder Behavior in Multiunit Auctions: Evidence from Swedish Treasury Auctions

Authors
Kjell Nyborg, Kristian Rydqvist, and M. Suresh Sundaresan
Date
January 1, 2002
Format
Journal Article
Journal
Journal of Political Economy

We analyze a unique data set on multiunit auctions, which contains the actual demand schedules of the bidders as well as the auction awards in over 400 Swedish Treasury auctions. First, we document that bidders vary their prices, bid dispersion, and the quantity demanded in response to increased uncertainty at the time of bidding. Second, we find that bid shading can be explained by a winner's curse driven model in which each bidder submits only one bid, despite the fact that the bidders in our data set use much richer bidding strategies.

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A Meta-analysis of the Impact of Price Presentation on Perceived Savings

Authors
Aradhna Krishna, Richard Briesch, Donald Lehmann, and Hong Yuan
Date
January 1, 2002
Format
Journal Article
Journal
Journal of Retailing

Pricing is one of the most crucial determinants of sales. Besides the actual price, how the price offering is presented to consumers also affects consumer evaluation of the product offering. Many studies focus on "price framing," i.e., how the offer is communicated to the consumer?is the offered price given along with a reference price, is the reference price plausible, is a price deal communicated in dollar or percentage terms. Other studies focus on "situational effects," e.g., is the evaluation for a national brand or a private brand, is it within a discount store or a specialty store.

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Robust Permanent Income and Pricing with Filtering

Authors
Lars Hansen, Thomas Sargent, and Neng Wang
Date
January 1, 2002
Format
Journal Article
Journal
Macroeconomic Dynamics

A planner and agent in a permanent-income economy cannot observe part of the state, regard their model as an approximation, and value decision rules that are robust across a set of models. They use robust decision theory to choose allocations. Equilibrium prices reflect the preference for robustness and so embody a “market price of Knightian uncertainty.” We compute market prices of risk and compare them with a model that assumes that the state is fully observed. We use detection error probabilities to constrain a single parameter that governs the taste for robustness.

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Multilocation combined pricing and inventory control

Authors
Awi Federgruen and Aliza Heching
Date
January 1, 2002
Format
Journal Article
Journal
Manufacturing & Service Operations Management

We consider the problem of managing inventories and dynamically adjusting retailer prices in distribution systems with geographically dispersed retailers. More specifically, we analyze the following single item, periodic review model. The distribution of demand in each period, at a given retailer, depends on the item's price according to a stochastic demand function. These stochastic demand functions may vary by retailer and by period. The replenishment process consists of two phases: In some or all periods, a distribution center may place an order with an outside supplier.

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