Ecologists have long been puzzled by the fact that there are so many similar species in
nature. Here we show that self-organized clusters of look-a-likes may emerge …

Product reviews by third parties are growing in popularity. This paper examines when and
how a manufacturing firm should adapt its marketing strategies to such reviews. For …

For marketers, television remains the most important advertising medium. This paper
proposes a two-sided model of the television industry. We estimate viewer demand for …

The digital content industry is rapidly growing, and many platforms host a vast amount of
content that is produced by independent producers. A major source of revenue for these …

To increase the sales of their products through advertising, firms must integrate their brand-
advertising strategy for capturing market share from competitors and their generic …

Media firms compete in two connected markets. They face rivalry for the sale of content to
consumers, and at the same time, they compete for advertisers seeking access to the …

This paper investigates the competitive market for mass-customized products. Competition
leads to surprising conclusions: Manufacturers customize only one of a product's two …

In this study, we examine firms' incentive to offer customized products in addition to their
standard products in a competitive environment. We offer several key insights. First, we …

The purpose of this article is to analyze how competitive forces may influence the way media
firms like TV channels raise revenue. A media firm can either be financed by advertising …

In the preceding article, Vargo and Lusch (V&L; 2004) observe that an evolution is underway
toward a new dominant logic for marketing. The new dominant logic has important …