Consumer behavior change at the base of the pyramid: Bridging the gap between for‐profit and social responsibility strategies

This longitudinal field experiment compares two different for‐profit market entry strategies with a philanthropic strategy in terms of how each influences consumer behavior in base‐of‐the‐pyramid communities. We analyze reactions to a water purification product offered at three price points (moderate discount, deep discount, and free) in rural Malawi. We find that those who paid the deeply discounted price remain more likely to re‐obtain and use the product than do those who paid the moderate price or who took it for free. Copyright © 2014 John Wiley & Sons, Ltd.     

The effect of fit and dominance in cause marketing communications

Consumer processing of cause marketing communications featuring a brand and a cause is investigated in the context of the communication format (perceived fit and dominance) on consumer attitudes and behavioral intentions. Two studies using different forms of communication, public service announcement (PSA) and cause-related marketing advertisement (CRM ad), are used to examine these effects. Findings suggest that both factors are important to consider in any joint communication. While high fit is critical for brands, dominance is shown to be important for both in joint communications.     

Outsourcing of front-end business processes: Quality,information, and customer contact

We examine the recent supply chain phenomenon of outsourcing front-end business processes in this paper. Few, if any, of the existing theories provide satisfactory explanation for the rapid growth in this area. We use a model proposed by Sridhar and Balachandran [Sridhar, S.S., Balachandran, B.V. 1997. Incomplete information, task assignment, and managerial control systems. Manage. Sci. 43(6), 764–778] to determine the factors that might contribute to this phenomenon. Our analysis reveals that the ability of the vendor to forecast the task environment without bias and to gain sophistication in interpreting contract terms might make the firm indifferent between outsourcing and retaining front-end processes in-house. We validate our findings against the work of Apte and Mason [Apte, U.M., Mason, R.O., 1995. Global disaggregation of information-intensive services. Manage. Sci. 41(7), 1250–1262], who develop a theoretical framework to identify criteria for companies to select services to be outsourced. They base their decisions predominantly on the nature of “customer contact.” The combined theories are shown to provide a rich framework for identifying customer-facing tasks that can be outsourced.     

Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry

This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions as well as to apply existing methodology to new data. The paper opens with some industry background, then provides a brief overview of some important research areas and discusses the open questions in each area. Issues of data type and availability are also discussed. This paper is based on a session (with the same title and participants) that was part of the Sixth Invitational Choice Symposium hosted by the University of Colorado and held at Estes Park, Colorado during June 4–8, 2004.     

Resource Allocation Effects of Price Reactions to Disclosures*

Capital market participants collectively may possess information about the valuation implications of a firm's change in strategy not known by the management of the firm proposing the change. We ask whether a firm's management can exploit the capital market's information in deciding either whether to proceed with a contemplated strategy change or whether to continue with a previously initiated strategy change. In the case of a proposed strategy change, we show that managers can extract the capital market's information by announcing a potential new strategy, and then conditioning the decision to implement the new strategy on the size of the market's price reaction to the announcement. Under this arrangement, we show that a necessary condition to implement all and only positive net present value strategy changes is that managers proceed to implement some strategies that garner negative price reactions upon their announcement. In the case of deciding whether to continue with a previously implemented strategy change, we show that it may be optimal for the firm to predicate its abandonment/continuation decision on the magnitude of the costs it has already incurred. Thus, what looks like “sunk‐cost” behavior may in fact be optimal. Both demonstrations show that, in addition to performing their usual role of anticipating future cash flows generated by a manager's actions, capital market prices can also be used to direct a manager's actions. It follows that, in contrast to the usual depiction of the information flows between capital markets and firms as being one way — from firms to the capital markets — information also flows from capital markets to firms.     

A Group Utility Maximizer Mechanism for Land Assembly

Buyers requiring large parcels of land for development purposes engage several owners in a bilateral trade seeking monetary payment in exchange for land – a business transaction most often referred to in the literature as the problem of land assembly. To avoid the holdout problem which is a typical consequence of such negotiations necessitates a good pricing strategy that meets the subjective valuation considerations of the owners and protecting property rights to warrant a fair and efficient outcome. Several approaches have been proposed in the literature that includes contributions from game theory in the form of Nash bargaining, Bayesian theory for incomplete information, auction theory and Mechanism Design which have individually enriched this field and proposed credible solutions. In this paper, we consider a setting that has a single buyer and N sellers. We take a Mechanism Design approach to study the assembly problem in a utilitarian framework, where we associate risk-averse utility functions with the sellers. Given a set of reserve prices reported by sellers, and their risk-aversion behaviour, we seek an incentive-compatible mechanism that simultaneously maximizes the sum of individual expected utilities while delivering a Pareto optimal per-seller penalty-reward structure. We show how this mechanism, inspired and adapted from the actuarial Risk Exchange concept in the Insurance industry, can be fruitfully applied to the land assembly problem, yielding an efficient and optimal solution to the holdout problem, while making very minimal demands on knowledge of sellers valuations. The working of the mechanism is illustrated with a simple example.     

An econometric analysis of mobile services growth across regions of India

Quick deployment, competition, and reduced prices have propelled the growth of mobile services in India much like in other developing and transitional countries. India has the second largest mobile subscriber base in the world, and continues to exhibit phenomenal growth. It is the objective of this study to determine the effect of different techno-economic variables on the growth of mobile services in India. The demographic, economic and market variables vary widely across regions of developing countries such as India. Though a number of cross-country studies exist, this is one of the first attempts to study the growth of mobile services across service areas of a country. We model the growth of mobile services using technology diffusion framework, incorporating other variables that impact growth. Our analysis of panel data using the model indicates that competition and network effects are the significant factors that positively affect growth of mobile services in India. The traditional factors such as income, population and fixed line penetration do not have any significant impact on the adoption of mobile services.     

Advertising productivity: developing an agenda for research

Despite its importance, research on advertising productivity is limited and fragmentary. This article consolidates the major research streams on different facets of productivity. This consolidation allows us to identify and prioritise various issues that need to be addressed, and thereby develop a comprehensive research agenda for this area.     

A multi-attribute diffusion model for forecasting the adoption of investment alternatives for consumers

This article develops a diffusion model that incorporates potential adopters' perceptions of the relevant innovation attributes in explaining the rate of adoption of an innovation. Data from 14 investment alternatives currently available to consumers are used to develop a multi-attribute diffusion model for forecasting the acceptance of a potential investment alternative. Limitations and further extensions of the proposed model are also discussed.     

Do More Risk-Averse Investors Have Lower Net Worth and Income?

This study examines the relationship between attitude toward risk and both net worth and income. The data are obtained from a financial diary kept by a national, scientifically selected sample of more than 3000 households. Results show that both net worth and income are negatively related to risk aversion.