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This paper explores entrepreneurs’ initially intended exit strategies and compares them to their final exit paths using an inductive approach that builds on the grounded theory methodology. Our data shows that initially intended and final exit strategies differ among entrepreneurs. Two groups of entrepreneurs emerged from our data. The first group comprises entrepreneurs who financed their firms through equity investors. The second group is made up of entrepreneurs who financed their businesses solely with their own equities. Our data shows that the first group originally intended a financial harvest exit strategy and settled with this harvest exit strategy. The second group initially intended a stewardship exit strategy but did not succeed. We used the theory of planned behavior and the behavioral agency model to analyze our data. By examining our results from these two theoretical perspectives, our study explains how entrepreneurs’ exit intentions lead to their actual exit strategies.
This paper develops and implements a backward and forward error analysis of and condition numbers for the numerical stability of the solutions of linear dynamic stochastic general equilibrium (DSGE) models. Comparing seven different solution methods from the literature, I demonstrate an economically significant loss of accuracy specifically in standard, generalized Schur (or QZ) decomposition based solutions methods resulting from large backward errors in solving the associated matrix quadratic problem. This is illustrated in the monetary macro model of Smets and Wouters (2007) and two production-based asset pricing models, a simple model of external habits with a readily available symbolic solution and the model of Jermann (1998) that lacks such a symbolic solution - QZ-based numerical solutions miss the equity premium by up to several annualized percentage points for parameterizations that either match the chosen calibration targets or are nearby to the parameterization in the literature. While the numerical solution methods from the literature failed to give any indication of these potential errors, easily implementable backward-error metrics and condition numbers are shown to successfully warn of such potential inaccuracies. The analysis is then performed for a database of roughly 100 DSGE models from the literature and a large set of draws from the model of Smets and Wouters (2007). While economically relevant errors do not appear pervasive from these latter applications, accuracies that differ by several orders of magnitude persist.
Product aesthetics is a powerful means for achieving competitive advantage. Yet most studies to date have focused on the role of aesthetics in shaping pre-purchase preferences and have failed to consider how product aesthetics affects post-purchase processes and consumers' usage behavior. This research focuses on the relationship between aesthetics and usage behavior in the context of durable products. Studies 1A to 1C provide evidence of a positive effect of product aesthetics on usage intensity using market data from the car and the fashion industries. Study 2 corroborates these findings and shows that the more intensive use of highly aesthetic products may lead to the acquisition of product-specific usage skills that form the basis for a cognitive lock-in. Hence, consumers are less likely to switch away from products with appealing designs, an effect that is labeled as the ‘aesthetic fidelity’ effect. Study 3 addresses an alternative explanation for the ‘aesthetic fidelity effect’ based on mood and motivation but finds that the ‘aesthetic fidelity’ effect is indeed determined by usage intensity. Finally, Study 4 identifies a boundary condition of the positive effect of product aesthetics on product usage, showing that it is limited to durable products. In sum, this research demonstrates that the effects of product aesthetics extend beyond the pre-consumption stage and have an enduring impact on people's consumption experiences.
This research examines the impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value. Using proprietary data on annualized advertising expenditures for 1651 firms spanning seven years, we document that both display advertising and paid search advertising exhibit positive effects on firm performance (measured by sales) and firm value (measured by Tobin's q). Paid search advertising has a more positive effect on sales than offline advertising, consistent with paid search being closest to the actual purchase decision and having enhanced targeting abilities. Display advertising exhibits a relatively more positive effect on Tobin's q than offline advertising, consistent with its long-term effects. The findings suggest heterogeneous economic benefits across different types of advertising, with direct implications for managers in analyzing advertising effectiveness and external stakeholders in assessing firm performance.
Most event studies rely on cumulative abnormal returns, measured as percentage changes in stock prices, as their dependent variable. Stock price reflects the value of the operating business plus non-operating assets minus debt. Yet, many events, in particular in marketing, only influence the value of the operating business, but not non-operating assets and debt. For these cases, the authors argue that the cumulative abnormal return on the operating business, defined as the ratio between the cumulative abnormal return on stock price and the firm-specific leverage effect, is a more appropriate dependent variable. Ignoring the differences in firm-specific leverage effects inflates the impact of observations pertaining to firms with large debt and deflates those pertaining to firms with large non-operating assets. Observations of firms with high debt receive several times the weight attributed to firms with low debt. A simulation study and the reanalysis of three previously published marketing event studies shows that ignoring the firm-specific leverage effects influences an event study's results in unpredictable ways.
This article uses information from two data sources, Compustat and Nexis Uni, and textual analysis to measure and validate the brand focus and customer focus of 109 U.S. listed retailers. The results from an analysis of their 853 earnings calls in 2010 and 2018 outline that on average, both foci increased over time. Although both foci vary substantially, brand focus varies more widely across retailers than their customer focus. Both foci are independent of each other. Specialty retailers have the highest brand focus, and internet & direct marketing retailers have the highest customer focus. A positive correlation exists between a retailer’s customer focus and its profitability, but not between a retailer’s brand focus and its profitability. The authors use the results to generate a research agenda that can direct future research in further systematically exploring firms’ brand and customer focus.
Knowledge of consumers' willingness to pay (WTP) is a prerequisite to profitable price-setting. To gauge consumers' WTP, practitioners often rely on a direct single question approach in which consumers are asked to explicitly state their WTP for a product. Despite its popularity among practitioners, this approach has been found to suffer from hypothetical bias. In this paper, we propose a rigorous method that improves the accuracy of the direct single question approach. Specifically, we systematically assess the hypothetical biases associated with the direct single question approach and explore ways to de-bias it. Our results show that by using the de-biasing procedures we propose, we can generate a de-biased direct single question approach that is accurate enough to be useful for managerial decision-making. We validate this approach with two studies in this paper.
In recent years, European regulators have debated restricting the time an online tracker can track a user to protect consumer privacy better. Despite the significance of these debates, there has been a noticeable absence of any comprehensive cost-benefit analysis. This article fills this gap on the cost side by suggesting an approach to estimate the economic consequences of lifetime restrictions on cookies for publishers. The empirical study on cookies of 54,127 users who received ∼128 million ad impressions over ∼2.5 years yields an average cookie lifetime of 279 days, with an average value of €2.52 per cookie. Only ∼13 % of all cookies increase their daily value over time, but their average value is about four times larger than the average value of all cookies. Restricting cookies’ lifetime to one year (two years) could potentially decrease their lifetime value by ∼25 % (∼19 %), which represents a potential decrease in the value of all cookies of ∼9 % (∼5%). Most cookies, however, would not be affected by lifetime restrictions of 12 or 24 months as 72 % (85 %) of the users delete their cookies within 12 (24) months. In light of the €10.60 billion cookie-based display ad revenue in Europe, such restrictions would endanger €904 million (€576 million) annually, equivalent to €2.08 (€1.33) per EU internet user. The article discusses these results' marketing strategy challenges and opportunities for advertisers and publishers.
Even as online advertising continues to grow, a central question remains: Who to target? Yet, advertisers know little about how to select from the hundreds of audience segments for targeting (and combinations thereof) for a profitable online advertising campaign. Utilizing insights from a field experiment on Facebook (Study 1), we develop a model that helps advertisers solve the cold-start problem of selecting audience segments for targeting. Our model enables advertisers to calculate the break-even performance of an audience segment to make a targeted ad campaign at least as profitable as an untargeted one. Advertisers can use this novel model to decide whether to test specific audience segments in their campaigns (e.g., in randomized controlled trials). We apply our model to data from the Spotify ad platform to study the profitability of different audience segments (Study 2). Approximately half of those audience segments require the click-through rate to double compared to an untargeted campaign, which is unrealistically high for most ad campaigns. Our model also shows that narrow segments require a lift that is likely not attainable, specifically when the data quality of these segments is poor. We confirm this theoretical finding in an empirical study (Study 3): A decrease in data quality due to Apple’s introduction of the App Tracking Transparency (ATT) framework more negatively affects the click-through rate of narrow (versus broad) audience segments.
Small businesses face major challenges to becoming more innovative. These challenges are particularly prevalent in emerging economies where high uncertainties are a barrier to innovation. We know from previous studies that linkages to universities, on the one hand, and public procurement, on the other, support large and innovative firms in their efforts to become more innovative. However, we do not know whether these positive effects also hold true for small businesses. In this paper, we focus on how policy strategies reducing information, market and financial uncertainties shape small businesses’ innovation in China. Based on a sample of 926 small businesses derived from the World Bank Enterprises Survey in China (2012), we find that university-industry linkages enhance innovation, though only when it comes to minor forms of innovation. In line with the resource-based view of the firm, this effect is stronger for small businesses with higher capabilities. Moreover, we show that bidding for or delivering contracts to public sector clients has a positive effect on innovation, and in particular of major forms of innovation. In the bidding selection process, private firms and firms with higher capabilities are selected. Our findings show that both policy strategies have enhanced innovation, though with different effects on the degree of novelty. We attribute this finding to the different degrees of uncertainties they address.