Selling Prospects
A Change of Tune: The Democratization of Market Mediation and Crossover Production in the U.S. Commercial Music Industry
Yuan Shi
Administrative Science Quarterly, forthcoming
Abstract:
This article examines whether intermediaries and consumers exert similar influence on producers' boundary-spanning efforts. I propose that boundary spanning is primarily constrained by intermediaries specialized in the market, not by consumers. Consequently, producers are more likely to obscure boundaries when intermediaries' power weakens. To test these ideas, I exploit a natural experiment that shifted the hitmaking power of genre-specific radio stations to general consumers and thus partially democratized the market mediation structure of the U.S. commercial music industry. The results indicate that after democratization occurred in 2012, record labels were more likely to introduce crossover offerings that incorporated features from other popular genres. Through mechanism triangulation efforts, I found that strategic reorientation, or producers' attempt to appeal to a broader spectrum of consumers across genre lines, plausibly explains the crossover effect. This study highlights democratizing changes that dilute intermediaries' influence as a novel explanation of why constraints on producers' boundary decisions have weakened in some markets. The findings suggest that intermediaries' and consumers' expectations may diverge, acting as conflicting forces that organizations must carefully manage. Many organizations closely monitor intermediaries that are deemed influential, but their influence should not be taken for granted as marketplaces empower consumers and become more democratized.
Measuring and Improving Stakeholder Welfare is Easier Said Than Done
Umit Gurun, Jordan Nickerson & David Solomon
Journal of Financial and Quantitative Analysis, forthcoming
Abstract:
While corporate social responsibility by firms aims at improving welfare for different social groups, whether it achieves this is often difficult to measure. After April 2018 protests, Starbucks enacted policies that anybody could sit in their stores and use the bathroom without making a purchase. Using anonymized cellphone location data, we estimate this led to a 7.0% decline in attendance relative to other nearby coffee shops. The effect is 84% larger near homeless shelters, and larger for Starbucks' wealthier customers. Average time spent per visit declined 4.1%. Public urination citations decreased near Starbucks locations, but other minor crimes were unchanged.
More than a Penny's Worth: Left-Digit Bias and Firm Pricing
Avner Strulov-Shlain
Review of Economic Studies, forthcoming
Abstract:
Firms arguably price at 99-ending prices because of left-digit bias -- the tendency of consumers to perceive a $4.99 as much lower than a $5.00. Analysis of retail scanner data on 3500 products sold by 25 US chains provides robust support for this explanation. I structurally estimate the magnitude of left-digit bias and find that consumers respond to a 1-cent increase from a 99-ending price as if it were more than a 20-cent increase. Next, I solve a portable model of optimal pricing given left-digit biased demand. I use this model and other pricing procedures to estimate the level of left-digit bias retailers perceive when making their pricing decisions. While all retailers respond to left-digit bias by using 99-ending prices, their behavior is consistently at odds with the demand they face. Firms price as if the bias were much smaller than it is, and their pricing is more consistent with heuristics and rule-of-thumb than with optimization given the structure of demand. I calculate that retailers forgo 1 to 4 percent of potential gross profits due to this coarse response to left-digit bias.
"We Earned the Coupon Together": The Missing Link of Experience Cocreation in Shared Coupons
Eric (Er) Fang et al.
Journal of Marketing, forthcoming
Abstract:
Shared coupons, a new form of coupon, differ from coupons distributed directly from businesses (i.e., direct coupons) in that shared coupons combine two influential components: economic savings (e.g., $5 off) and social sharing (e.g., from friends). Using two lab experiments and two large-scale field experiments on social media, the authors find that regular shared coupons underperform direct coupons in terms of coupon redemption because of the norm conflict between economic incentives and communal relationships (i.e., friendships), whereas shared coupons with experience cocreation, in which coupon givers and coupon receivers must invest joint efforts to create a shared experience before redeeming the coupons, outperform direct coupons. Experience cocreation can advance social goals (e.g., building friendships), reduce the norm conflict, and thereby make customers more likely to share and to redeem coupons. The authors further investigate the effects of two strategies for driving the redemption of shared coupons with experience cocreation: changing the coupon's face value (low vs. high) and using ex post communication (social messages vs. economic messages). They find that social messages can make low-value coupons as effective as high-value coupons, thereby enabling the firm to "do more with less."
Product Market Competition and Corporate Relocations: Evidence from the Supply Chain
Chen Chen et al.
Management Science, forthcoming
Abstract:
We show that intensified competition changes the location of business activity and, in turn, affects supply chain relationships. Using establishment-level data, we find that, when upstream product markets become more competitive, suppliers are more likely to relocate their establishments closer to customers. Following the supplier's relocation, its sales to the customer increase, its relationship with the customer is less likely to be terminated, and its innovation is more aligned with the customer's innovation. The relocated supplier also experiences more analyst following and institutional ownership that are in common with the customer and is more likely to issue equity than debt. However, the improved relationship, by causing the supplier to engage more in innovation dedicated to the customer, adversely affects creative innovation, which is known to drive growth.