A Model of Two-Sided Costly Communication for Building New Product Category Demand

Authors: Michelle Y. Lu , Jiwoong Shin

Publication: Marketing Science, Vol. 37, No. 3, May-June 2018

Abstract:

When a firm introduces a radical innovation, consumers are unaware of the product鈥檚 uses and benefits. Moreover, consumers are unsure of whether they even need the product. In this situation, we consider the role of marketing communication as generating consumers鈥� need recognition and thus market demand for a novel product. In particular, we model marketing communication as a two-sided process that involves both firms鈥� and consumers鈥� costly efforts to transmit and assimilate a novel product concept. When the marketing communication takes on a two-sided process, we study a firm鈥檚 different information disclosure strategies for its radical innovation. We find that sharing innovation, instead of extracting a higher rent by keeping the idea secret, can be optimal. A firm may benefit from the presence of a competitor and its communication effort. The innovator can share its innovation so that competitors can also benefit, which encourages rivals to enter the market. The presence of such competition guarantees a higher surplus for consumers, which can induce greater consumer effort in a two-sided communication process. Moreover, the increased consumer effort, in turn, prompts complementarity in the communication process and lessens the potential free-riding effect in communication between firms. Additionally, it encourages the rival firm to exert more effort, especially when the role of consumers becomes more important. Sharing innovation with a rival serves as a mechanism to induce more efforts in a two-sided communication process.

A piece of Canada in a coffee cup?

Tim Hortons is not just a corporation, it鈥檚 a Canadian cultural icon.

But with international expansion and a wave of recent scandals, Desautels Faculty Lecturer Robert Mackalski comments on the brand鈥檚 ubiquity and what it will take for 鈥淭immies鈥� to regain the hearts of Canadians.

Desautels and FAES interdisciplinary research with 黑料不打烊 food startup and Montreal community organization highlighted at the 2018 Montreal Summit on Innovation (MSI)

As part of C2 Montreal, the 2018 Montreal Summit on Innovation (MSI) showcased the social impacts of 10 collaborative research projects through an interactive circuit on May 23.

Low birth weight is associated with increased fat intake in school-aged boys

Authors: Adrianne R. Bischoff, Andr茅 K. Portella, Catherine Paquet, Roberta Dalle Molle, Aida Faber, Narendra Arora, Robert D. Levitan, Patr铆cia P. Silveira and Laurette Dub茅

Publication: British Journal of Nutrition, Vol. 119, No. 11, June 2018

Abstract:

Inspiration from the 'Biggest Loser': Social Interactions in a Weight Loss Program

Authors: Kosuke Uetake, Nathan Yang聽

Publication: Marketing Science, Forthcoming

础产蝉迟谤补肠迟:听

We investigate the role of heterogeneous peer effects in encouraging healthy lifestyles. Our analysis revolves around one of the largest and most extensive databases about weight loss that track individual participants' meeting attendance and progress in a large national weight loss program. The main finding is that while weight loss among average performing peers has a negative effect on an individual's weight loss, the corresponding effect for the top performer among peers is positive. Furthermore, we demonstrate that our results are robust to potential issues related to selection into meetings, endogenous peer outcomes, individual unobserved heterogeneity, lagged dependent variables, and contextual effects. Ultimately, these results provide guidance about how the weight loss program should identify role models.

Taking stock of the good and the bad of living online

In his latest book, The Internet Trap, Desautels Professor Ashesh Mukherjee uses his latest research in consumer psychology to confirm what most of us already suspect: the Internet has changed our lives, and not always for the better.

CSR types and the moderating role of corporate competence

Authors: Xiaoye Chen,聽Rong Huang, Zhiyong Yang, Laurette Dube

Publication:聽European Journal of Marketing, Forthcoming

础产蝉迟谤补肠迟:听

Purpose

Takeaways from the 2018 Manulife Prize winner

At this year鈥檚 Manulife Prize ceremony, hosted at Maison Manuvie in collaboration with the 黑料不打烊 Centre for the Convergence of Health and Economics (MCCHE), Manulife Prize winner Professor Jean-Pierre Despr茅s presented an overview of his research, emphasizing the prevailing gap between science and so-called healthy living practices. According to him, the difference between what we know and what we do is staggering.

Thinking critically about the age of social media

Professor Ashesh Mukherjee appeared on Context with Lorna Dueck to talk about the pros and cons of social media.

Drawing from the findings in his new book, The Internet Trap: Five Costs of Living Online, he outlines some of the biggest drawbacks to social media use, which include the proliferation of fake news and feelings of inadequacy.

Ashesh Mukherjee discusses 鈥淭he Internet Trap鈥� with Bertrand Cesvet, CEO of Sid Lee

April 4, 2018 marked the launch of Professor Ashesh Mukherjee鈥檚 latest book, The Internet Trap: Five Costs of Living Online, in which he uses the latest research in consumer psychology to highlight the five hidden costs of living online: too many temptations, too much information, too much customization, too many comparisons, and too little privacy.

Addressing Complex Societal Problems: Enabling Multiple Dimensions of Proximity to Sustain Partnerships for Collective Impact in Quebec

Authors: Nii Addy and Laurette Dub茅

Publication: Sustainability, Vol. 10, No. 4, April 2018

Abstract:

Growth and Learning Mechanisms in the Evolving Multilayered and Multidimensional View of International Entrepreneurship

Author: Hamid Etemad聽

Publication: Journal of International Entrepreneurship, Vol. 16, No. 1, Winter 2018

Abstract:

Internationalization pattern of creative-cultural events: Two cases from Canada

Authors:聽Hamid Etemad, Hamed Motaghi

Publication: International Business Review, March 16, 2018

Abstract:

Towards a conceptual multilayered framework of international entrepreneurship

Author: Hamid Etemad

Publication: Journal of International Entrepreneurship, Vol. 15, No. 3, September 2017

础产蝉迟谤补肠迟:听

The emergence of online global market place and the multilayered view of international entrepreneurship

Author: Hamid Etemad

Publication: Journal of International Entrepreneurship, Vol. 15, No. 4, December 2017

础产蝉迟谤补肠迟:听