The mobile application (app) industry has grown tremendously over the past ten years,
primarily fueled by small app development businesses. Lacking advertising budgets, these …

Abstract The global Subscription Economy has grown tremendously in recent years.
Subscription offers are today increasingly regarded as a strategic imperative in many …

Inertia might secure consumers' continued patronage, but it also can stunt potential
expansion. By examining the psychology underlying inertia, this research informs managers …

Purpose Subscription offerings are being hailed as the next service growth engine for
companies in both business-to-consumer (B2C) and business-to-business (B2B) markets …

Though the mobile app market is substantial and growing fast, most app providers struggle
to monetize apps profitably. Monetizing apps is done in two ways: a) selling advertising …

This research examines drivers of consumer word of mouth (WOM) in free-product settings,
revealing fundamental differences with traditional, paid-product settings. The authors build …

One of the greatest challenges in education marketing is designing effective marketing
messages, especially when targeting consumers with different cultural backgrounds. This …

We consider the optimal operating policies of a free-to-play multiplayer game with a
premium subscription to maximize its lifetime operating profit. Accounting for social …

“Freemium,” whereby a basic service level is provided free of charge but consumers are
charged for more advanced features, has become a popular business model for firms selling …

Firms often offer free trials to potential consumers to reduce their valuation uncertainty when
launching new products. With precision marketing technology, firms can even target specific …