Research Seminars

Article TBD

Accounting & Management Control

Speaker: Marika Arena (Politecnico di Milano)

7 October 2016 - HEC Paris - From 2:00 am to 4:00 am


Article TBD

Accounting & Management Control

Speaker: Rick Mergenthaler
University of Iowa

9 September 2016 - HEC Paris - From 2:00 am to 4:00 am


Finance

Speaker: Martijn Cremers
Mendoza College of Business

23 June 2016


Finance

Speaker: Kuan-Hui Lee
Seoul National University

16 June 2016


Article TBD

Accounting & Management Control

Speaker: Jeffrey Cohen
Boston College

10 June 2016 - HEC Paris - From 2:00 am to 4:00 am


Finance

Speaker: ravi Bansal
Duke

9 June 2016


Playing to Learn and Learning to Play: Effects of SuperstarApp Adoption on Enhancements to Mobile App Proficiency

Marketing

Speaker: Sungho Park
Assistant Professor of Marketing , Arizona State University

6 June 2016 - Building T, Room T030 - From 1:30 pm to 3:00 pm


Despite the massive influx of mobile apps into the market, mobile users substantially differ with respect to their mobile app proficiency, i.e., the advent of mobile digital inequality. Using a dataset on individual mobile app usage, we examine the potential of highly ranked “superstar apps” as stimulants of consumption in terms of volume and extent, especially among less mobile-proficient users. We employ the Gaussian copula-based difference-in-differences framework given that it allows us to construct a flexible joint model of continuous app usage duration and discrete number of apps used. Results indicate that superstar adoption boosts app use variety and volume within the same app category and across different categories. Such spillover effects are more pronounced among less technically knowledgeable groups (e.g., users in their 50s or older and late adopters) and managerially under-represented target segments (e.g., irregular, occasional, and light app users). Use frequency and duration among superstar app adopters increase for newly downloaded apps but decrease for existing apps. We provide valuable implications that marketers can capitalize on to target low-proficiency users. We also recommend that policy makers can use superstar apps as nonintrusive and cost-efficient vehicles for enhancing mobile app proficiency and bridging the mobile digital inequality.

Article TBD

Accounting & Management Control

Speaker: Bertrand Malsch
Queen's School of Business

3 June 2016 - HEC Paris - From 2:00 am to 4:00 am


Finance

Speaker: Geoffrey Tate
Kenan-Flager

2 June 2016


A Model for Inferring Market Preferences from Online Retail Product Information Matrices

Marketing

Speaker: Siddarth Sivaramakrishnan
Associate Professor , University of Southern California

1 June 2016 - Building T, Room T025 - From 10:30 am to 12:00 pm


This research extends information display board methods, currently employed to study information processing patterns in laboratory settings, to a field based setting that also yields managerially useful estimates of market preferences. A new model is proposed based on statistical, behavioral, and economic theories, which integrates three decisions consumers must make in this context: which product-attribute to inspect next, when to stop processing, and which, if any, product to purchase. Several theoretical options are considered on how to model product attribute selection and how to treat uninspected attributes. The modeling options are empirically tested employing datasets collected at a popular retail-manufacturer’s website, while customers were making product evaluation and purchase decisions. Subsequent to identifying the best model, we show how the resulting attribute preference estimates can be managerially employed to improve customer targeting of abandoned shopping carts, for follow up communications aimed at improving sales conversions.