Breaking the Cycle: How the News and Markets Created a Negative Feedback Loop in COVID-19
New research from CBS Professor Harry Mamaysky reveals how negativity in the news and markets can escalate a financial crisis.
New research from CBS Professor Harry Mamaysky reveals how negativity in the news and markets can escalate a financial crisis.
Adapted from “Global Value Chains in Developing Countries: A Relational Perspective from Coffee and Garments,” by Laura Boudreau of Columbia Business School, Julia Cajal Grossi of the Geneva Graduate Institute, and Rocco Macchiavello of the London School of Economics.
Adapted from “Online Advertising as Passive Search,” by Raluca M. Ursu of New York University Stern School of Business, Andrey Simonov of Columbia Business School, and Eunkyung An of New York University Stern School of Business.
This paper from Columbia Business School, “Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products,” explores marketing solutions to some consumers’ resistance towards autonomous products. The study was co-authored by Emanuel de Bellis of the University of St. Gallen, Gita Johar of Columbia Business School, and Nicola Poletti of Cada.
Co-authored by John B. Donaldson of Columbia Business School, “The Macroeconomics of Stakeholder Equilibria,” proposes a model for a purely private, mutually beneficial financial agreement between worker and firm that keeps decision-making in the hands of stockholders while improving the employment contract for employees.
At Columbia Business School, our faculty members are at the forefront of research in their respective fields, offering innovative ideas that directly impact the practice of business today. A quick glance at our publication on faculty research, CBS Insights, will give you a sense of the breadth and immediacy of the insight our professors provide.
As a student at the School, this will greatly enrich your education. In Columbia classrooms, you are at the cutting-edge of industry, studying the practices that others will later adopt and teach. As any business leader will tell you, in a competitive environment, being first puts you at a distinct advantage over your peers. Learn economic development from Ray Fisman, the Lambert Family Professor of Social Enterprise and a rising star in the field, or real estate from Chris Mayer, the Paul Milstein Professor of Real Estate, a renowned expert and frequent commentator on complex housing issues. This way, when you complete your degree, you'll be set up to succeed.
Columbia Business School in conjunction with the Office of the Dean provides its faculty, PhD students, and other research staff with resources and cutting edge tools and technology to help push the boundaries of business research.
Specifically, our goal is to seamlessly help faculty set up and execute their research programs. This includes, but is not limited to:
All these activities help to facilitate and streamline faculty research, and that of the doctoral students working with them.
How to view pricing, cross-selling, and customer loyalty during difficult economic times. (Reprinted from "Marketing in Difficult Times," Effective Executive, July, 2009, pp. 11-18.)
In the customer expectations arena, relatively little attention has been paid to the impact on expectations of variation in cultural variables unique to a country. Here the authors focus on one country, India, and a major cultural influence there — the extent of belief in karma. Prior research in the United States suggests that disconfirmation sensitivity lowers expectations. Here the authors examine whether belief in karma and, consequently, having a long-term orientation, counteracts the tendency to lower expectations in two studies that measure and prime respondents' belief in karma.
We present a broad-based, consumer-centric view of innovation — referred to as "perceived firm innovativeness" (PFI). PFI is conceptualized as the consumer's perception of an enduring firm capability that results in novel, creative, and impactful ideas and solutions. We develop and validate a PFI scale and show that PFI impacts consumer loyalty via two processing routes: a functional-cognitive route and an affective-experiential route.
On a visit to any major U.S. department store, consumers can observe vendor shops (typically for cosmetics, apparel, apparel accessories, electronics, and toys), each selling a particular brand exclusively and designed to reflect the image of that brand. For these vendor shops, also called boutiques or "stores within a store," retailers rent out retail space to the respective manufacturers and give them complete autonomy over retail-level decisions, such as pricing and in-store service.
Discussion of different marketing strategies to employ during difficult times. (Reprinted from "Marketing in Difficult Times," Effective Executive, July, 2009, pp. 11-18.)
Social commerce is an emerging trend in which sellers are connected in online social networks, and where sellers are individuals instead of firms. This paper examines the economic value implications of a social network between sellers in a large online social commerce marketplace. In this marketplace each seller creates his or her own shop, and network ties between sellers are directed hyperlinks between their shops.
This article explains how the metric, Customer Value Added (CVA), can be applied to develop effective marketing and branding strategies. Strategies that are successful against competitors should focus on creating CVA that is greater than those produced by competitors. To do so, one must first regularly measure and monitor CVA by examining its components, perceived value and variable costs per unit. Next, one must develop strategies and tactics to increase CVA effectively and efficiently. In the long run, the organization that succeeds in achieving and maintaining the highest CVA wins.
Why companies have had difficulties determining marketing ROI and how they should approach evaluating marketing ROI. (Reprinted from Columbia Ideas at Work, "Many Happy Returns on Marketing," 8/31/2009, pp. 1-2.)
The intensity of modern business has increased pressure for innovation, which places greater emphasis on creativity. This article explores one of the central sites of creativity in the American corporate world, the advertising agency. We examine how creativity in agencies is managed, controlled, and channeled to produce advertisements. We contend that the brand advertised and the agency’s creative collaborations have properties of ritual symbols and that rituals mediate tension inherent in two forces, stability and change, which define the brand and the advertising collaboration.
The authors test methods, based on cognitively simple decision rules, that predict which products consumers select for their consideration sets. Drawing on qualitative research, the authors propose disjunctions-of-conjunctions (DOC) decision rules that generalize well-studied decision models, such as disjunctive, conjunctive, lexicographic, and subset conjunctive rules. They propose two machine-learning methods to estimate cognitively simple DOC rules. They observe consumers' consideration sets for global positioning systems for both calibration and validation data.
The U.S. pharmaceutical industry spent upwards of $18 billion on marketing drugs in 2007. Detailing and drug sampling activities account for the bulk of this spending. To stay competitive, pharmaceutical managers need to maximize the return on these marketing investments by determining which physicians to target, when, and how to target them. In this paper, we present a two-stage approach for dynamically allocating detailing and sampling activities across physicians to maximize long-run profitability.
The U.S. pharmaceutical industry spent upwards of $18 billion on marketing drugs in 2007. Detailing and drug sampling activities account for the bulk of this spending. To stay competitive, pharmaceutical managers need to maximize the return on these marketing investments by determining which physicians to target, when, and how to target them. In this paper, we present a two-stage approach for dynamically allocating detailing and sampling activities across physicians to maximize long-run profitability.
Marketing research and advertising strategic planning offer viable and financially attractive career options for anthropologists because many businesses seek deep understandings of consumer lifestyles and brand use. As professionally trained anthropologists operating in the corporate world, we see a bright future for anthropologists, but we believe that there are merits in broadening the typical anthropological approach to incorporate additional theory and methods from other social and behavioral sciences, particularly psychology.
The new challenges that the 21st century brings to the field of marketing competition inspired the International Journal of Research in Marketing (IJRM) to sponsor a special section on the topic. This special section was preceded by a conference at the University of Mainz, co-sponsored by IJRM, MSI, SMU (Singapore) and the University of Mainz.
Five marked evolutions around the turn of the century present new challenges in marketing competition, which may lead to particularly fruitful streams of research.
Companies in a variety of industries (e.g., airlines, hotels, theaters) often use last-minute sales to dispose of unsold capacity. Although this may generate incremental revenues in the short term, the long-term consequences of such a strategy are not immediately obvious: More discounted last-minute tickets may lead to more consumers anticipating the discount and delaying the purchase rather than buying at the regular (higher) prices, hence potentially reducing revenues for the company.
Paid placements on search engines reached sales of nearly $11 billion in the United States last year and represent the most rapidly growing form of online advertising today. In its classic form, a search engine sets up an auction for each search word in which competing websites bid for their sponsored links to be displayed next to the search results.
Consumers learn quality of many durable products through word-of-mouth information while firms launch new and improved products frequently in these markets. This paper examines firm incentives to invest in R&D to compete for patents in markets where consumers rely on word-of-mouth information and have expectations about the new products before launch. When its loss due to a possible entry is above a threshold, an incumbent has more incentives than a potential entrant to invest in R&D for patents.
The silver lining effect predicts that segregating a small gain from a larger loss results in greater psychological value than does integrating them into a smaller loss. Using a generic prospect theory value function, we formalize this effect and derive conditions under which it should occur. We show analytically that if the gain is smaller than a certain threshold, segregation is optimal. This threshold increases with the size of the loss and decreases with the degree of loss aversion of the decision maker.
The silver lining effect predicts that segregating a small gain from a larger loss results in greater psychological value than does integrating them into a smaller loss. Using a generic prospect theory value function, we formalize this effect and derive conditions under which it should occur. We show analytically that if the gain is smaller than a certain threshold, segregation is optimal. This threshold increases with the size of the loss and decreases with the degree of loss aversion of the decision maker.
Long-term brand value depends on how well a firm understands and recognises the potential of a brand, as well as how well a firm capitalises on that brand potential in the marketplace. Realising this potential, in turn, depends on maximising long-term brand persistence and growth. Brand persistence comes from current customers maintaining their spending on the brand; brand growth results from current customers increasing their spending and from new customers being attracted to the brand in the future.
Health is a major component of well-being and quality of life (QOL) and an increasingly costly one. We examine the role of employers for promoting QOL. A meta-analysis examines the impact of fifty well-being programs, which address six health issues and use seven marketing approaches. The analysis indicates that well-being programs and marketing approaches significantly improve employee health and depend on company size and employee gender. Results, based on sixty studies, show there is significant opportunity to efficiently tailor corporate health programs.
Donald E. Sexton, PhD, a professor of marketing at Columbia University and president of The Arrow Group, Ltd., discusses one key way to link marketing activity to financial performance.
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand"s design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral.
The diffusion of an innovation is governed by, among other things, word of mouth. In social systems, growth processes are considered strongly influenced by people who have large number of ties to other people. In the social network literature, such people are called influentials, opinion leaders, mavens, or sometimes hubs. Furthermore, when the marketing literature addresses such people, the focus is typically not on how they influence the overall market but rather on either assessing their influence on people they are in direct contact with or identifying their characteristics.
Many new products (e.g., PDA phones) share features with multiple categories, but are also significantly different from each of these categories. When consumers encounter such a product, they may create a new subcategory (e.g., smart phones) to accommodate it. In such situations, consumers must decide where to position the new subcategory. We develop the Category Activation Model (CAM) to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new product that could potentially belong to multiple product categories.
Media firms compete in two connected markets. They face rivalry for the sale of content to consumers, and at the same time, they compete for advertisers seeking access to the attention of these consumers. We explore the implications of such two-sided competition on the actions and source of profits of media firms. One main conclusion we reach is that media firms may charge higher content prices in a duopoly than in a monopoly.
Results from four studies show that the reliance on affect as a heuristic of judgment and decision making is more pronounced under a promotion focus than under a prevention focus. Two different manifestations of this phenomenon were observed. Studies 1–3 show that different types of affective inputs are weighted more heavily under promotion than under prevention in person-impression formation, product evaluations, and social recommendations.
The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant variable approach allows cluster probabilities to be country specific.
Product and waste take-back is becoming more regulated by countries to protect the environment. Such regulation puts an economic burden on firms, while creating fairness concerns and potentially even missing its primary target: environmental benefits. This research discusses the economic and environmental impacts of extended producer responsibility type of legislation and identifies efficiency conditions.
Social commerce is an emerging trend in which online shops create referral hyperlinks to other shops in the same online marketplace. We study the evolution of a social commerce network in a large online marketplace. Our dataset starts before the birth of the network (at which points shops were not linked to each other) and includes the birth of the network. The network under study exhibits a typical power-law degree distribution. We empirically compare a set of edge formation mechanisms (including preferential attachment and triadic closure) that may explain the emergence of this property.
The relevance and importance of marketing in innovation management has been questioned in recent years. Marketing has been blamed directly or indirectly for poor returns on investment in innovation, and marketing models of the diffusion of innovations have not been widely adopted. In this monograph we argue that marketing is currently in a unique position to reaffirm its critical role in innovation management. We review some recent research that has already started this "reinstatement" process and propose some future directions that may help complete it.
We offer a constructive critique of Regulatory Engagement Theory (Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113(3), 439?460.; Higgins, E. T., and Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2).). After highlighting the major tenets of the theory and its main contributions, we identify some of its conceptual ambiguities.
Anchoring refers to a biased judgment on a stimulus based on the initial assessment of another stimulus and the insufficient adjustment away from that initial assessment. Previous research indicates that anchoring seems to be a general phenomenon, underlying a wide variety of processing strategies (Epley and Gilovich 2001; Johnson and Puto 1987; Tversky and Kahnemann 1974). Every time when individuals form an impression or an image about a stimulus while another stimulus is present, these impressions may be subject to anchoring effects.
Nearly every decision a person makes is restricted in some way. While we are painfully aware of some of these restrictions, others go largely undetected. This paper presents a conceptual framework for understanding how restrictions interact with situational and individual characteristics, as well as goals to influence behavior. Implications for overlooked research opportunities in choice modeling are presented and discussed.
This research examines how the reliance on emotional feelings as a heuristic influences the proposal of offers in negotiations. Results from three experiments based on the classic ultimatum game show that, compared to proposers who do not rely on their feelings, proposers who rely on their feelings make less generous offers in the standard ultimatum game, more generous offers in a variant of the game allowing responders to make counteroffers, and less generous offers in the dictator game where no responses are allowed.
We develop a model of customer channel migration and apply it to a retailer that markets over the Web and through catalogs. The model (1) identifies the key phenomena required to analyze customer migration, (2) shows how these phenomena can be modeled, and (3) develops an approach for estimating the model. The methodology is unique in its ability to accommodate heterogeneous customer responses to a large number of distinct marketing communications in a dynamic context.
This research models the dynamics of customer relationships using typical transaction data. Our proposed model permits not only capturing the dynamics of customer relationships but also incorporating the effect of the sequence of customer-firm encounters on the dynamics of customer relationships and the subsequent buying behavior. Our approach to modeling relationship dynamics is structurally different from existing approaches.
We propose a framework for designing adaptive choice-based conjoint questionnaires that are robust to response error. It is developed based on a combination of experimental design and statistical learning theory principles. We implement and test a specific case of this framework using Regularization Networks. We also formalize within this framework the polyhedral methods recently proposed in marketing.
We identify gaps and propose several directions for future research in preference measurement. We structure our argument around a framework that views preference measurement as comprising three interrelated components: (1) the problem that the study is ultimately intended to address; (2) the design of the preference measurement task and the data collection approach; (3) the specification and estimation of a preference model, and the conversion into action. Conjoint analysis is only one special case within this framework.
We identify gaps and propose several directions for future research in preference measurement. We structure our argument around a framework that views preference measurement as comprising three interrelated components: (1) the problem that the study is ultimately intended to address; (2) the design of the preference measurement task and the data collection approach; (3) the specification and estimation of a preference model, and the conversion into action. Conjoint analysis is only one special case within this framework.
Purpose — The purpose of this research is to examine how consumers form beliefs and evaluate derivatives (e.g. handheld computers) and branded derivatives (e.g. Palm handheld computers). The aim is to study how consumers combine two categories (e.g. ?handheld products? and ?computers?) to form beliefs, how the similarity between the categories influences beliefs, how the addition of a brand changes beliefs, and how the presence of brand associations impacts on evaluations.
The massive costs of health care ($1.7 trillion and counting) and the problems posed by various diseases (e.g., AIDS, obesity, diabetes, cancer, heart disease, mental illness) are well known and documented. People worry more about their personal health care costs than losing their jobs, being a victim of a violent crime, or terrorist attacks. As a consequence, massive efforts to improve knowledge about detection, prevention, and treatment have been undertaken. In addition, there is growing realization that health communication strategies need to be tailored to specific segments.
This article explores the use of marketing metrics by a sample of Vietnamese firms, providing an example of the use of marketing metrics in a "transition" economy as it grows and becomes more market and marketing driven. The analysis reports usage frequency and then develops a set of "correlation chains" linking firm characteristics, metric use, and various indicators of performance. Vietnamese managers generally report that several types of metrics are used. Ownership structure and industry also impact which metrics are utilized.
We model the commercial World Wide Web as a directed graph that emerges as the equilibrium of a game in which utility maximizing websites purchase (advertising) in-links from each other while also setting the price of these links. In equilibrium, higher content sites tend to purchase more advertising links (mirroring the Dorfman-Steiner rule) while selling less advertising links themselves.
The profitability of remanufacturing systems for different cost, technology, and logistics structures has been extensively investigated in the literature. We provide an alternative and somewhat complementary approach that considers demand-related issues, such as the existence of green segments, original equipment manufacturer competition, and product life-cycle effects. The profitability of a remanufacturing system strongly depends on these issues as well as on their interactions.
Perhaps because of its importance, brand performance has been approached in several different ways by several different researchers employing several different measures. Lehmann, Keller, and Farley examine a broad range of these measures to explore their overlap and to uncover core underlying dimensions and the structure of brand performance metrics that balance parsimony and completeness. They also examine how different dimensions of brand performance and profiles of leading brands vary by country (i.e., the United States and China).
Product discussion boards are a rich source of information about consumer sentiment about products, which is being increasingly exploited. Most sentiment analysis has looked at single products in isolation, but users often compare different products, stating which they like better and why. We present a set of techniques for analyzing how consumers view product markets. Specifically, we extracted relative sentiment analysis and comparisons between products, to understand what attributes users compare products on, and which products they prefer on each dimension.
In this paper, we examine the pattern of correlation among consumer price sensitivities for customer purchase incidence decisions across complementary product categories. We use a hierarchical Bayesian multivariate probit model to uncover this pattern. We estimated this model using purchase incidence data for six categories involving three pairs of complementary products.