Browsing by Author "Pauwels, K. H."

Now showing 1 - 3 of 3

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App popularity: Where in the world are consumers most sensitive to price and user ratings?
(American Marketing Association, 2018-09) Kubler, Raoul Volker; Pauwels, K. H.; Yıldırım, G.; Fandrich, T.; Business Administration; KÜBLER, Raoul Volker
Many companies compete globally in a world in which user ratings and price are important drivers of performance but whose importance may differ by country. This study builds on the cultural, economic, and structural differences across countries to examine how app popularity reacts to price and ratings, controlling for product characteristics. Estimated across 60 countries, a dynamic panel model with product-specific effects reveals that price sensitivity is higher in countries with higher masculinity and uncertainty avoidance. Ratings valence sensitivity is higher in countries with higher individualism and uncertainty avoidance, while ratings volume sensitivity is higher in countries with higher power distance and uncertainty avoidance and those that are richer and have more income equality. For managers, the authors visualize country groups and calculate how much price should decrease to compensate for a negative review or lack of reviews. For researchers, they highlight the moderators of the volume and valence effects of online ratings, which are becoming ubiquitous in this connected world.
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Battle of the brand fans: impact of brand attack and defense on social media(article)
(Elsevier, 2018-08) Ilhan, B. E.; Kubler, Raoul Volker; Pauwels, K. H.; Business Administration; KÜBLER, Raoul Volker
Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social media touchpoints, and what brand actions drive these Attack, Defense and Across (ADA) posts. Multimethod analysis identifies ADA's impact across industries of technology, fast food, toothpaste, beverages, and sports apparel. Sentiment analysis identifies that fans posting in both communities stimulate both brand-negative and brand-positive comments. Despite their relatively low prevalence (1–6% of all posts), ADA posts induce broader social-media brand engagement as they substantially increase and prolong the effects of managerial control variables such as communication campaigns and new-product introductions. Brand managers, thus, have specific levers to stimulate the positive consequences of rival brand fan posting on their owned media.
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Combining big data and lean startup methods for business model evolution
(Springer, 2017-12) Seggie, S. H.; Soyer, Emre; Pauwels, K. H.; Business Administration; SOYER, Emre
The continued survival of firms depends on successful innovation. Yet, legacy firms are struggling to adapt their business models to successfully innovate in the face of greater competition from both local and global startups. The authors propose that firms should build on the lean startup methodology to help adapt their business models while at the same time leveraging the resource advantages that they have as legacy corporations. This paper provides an integrated process for corporate innovation learning through combining the lean startup methodology with big data. By themselves, the volume, variety and velocity of big data may trigger confirmation bias, communication problems and illusions of control. However, the lean startup methodology has the potential to alleviate these complications. Specifically, firms should evolve their business models through fast verification of managerial hypotheses, innovation accounting and the build-measure-learn-loop cycle. Such advice is especially valid for environments with high levels of technological and demand uncertainty.