Assimilation or Differentiation? Investigating the Effect of Competition on Sponsored Search Advertisers’ Keyword DecisionsJul 23, 2015 Shijie Lu and Sha Yang, 2015, 15-116
Develops a model of sponsored search advertisers’ keyword entry decisions; applies the model to a panel dataset of 1,252 keywords used by 28 manufacturers, retailers, and comparison websites that advertise on Google.
When to Focus on a Competitive ThreatApr 07, 2015
Smaller brands can compete with bigger brands with the help of consumers who want to have their voices heard.
The New Emerging Market Multinationals: Disrupting Markets and Building BrandsFeb 25, 2015
Webinar featuring Amitava Chattopadhyay, INSEAD
Emerging markets have created a new breed of savvy and serious multinational competitors (EMNCs).
New Product Exclusivity May Not Be a Good ThingAug 29, 2014
Exclusivity arrangements don't allow sellers to capitalize on positive word of mouth from rival customers.
Competitors’ Ads Can Be Good for Your SalesFeb 21, 2014
Competitive ads can actually increase the target firm’s sales by getting customers who value the target firm’s products to think about making a purchase.
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