In this article, we showed the results of our study on the saddle phenomenon by an analytical model of two markets!early and mainstream!and the relationships between them. This model creates a growth pattern wherein a saddle can be discerned. We tested this model empirically on seven product...

Though the mobile app market is substantial and growing fast, most firms struggle to monetize apps profitably. Monetizing apps is done in two ways: a) selling advertising space within a free version of the app, and b) selling a paid version, termed freemium or in-app purchase strategy.In this...

This paper examines the role of software piracy in digital platforms where a platform provider makes a decision of how much software to produce in-house and how much to outsource from a third-party software provider. Using a vertical differentiation model, we theoretically investigate how piracy...

Despite the growth of online retail, the majority of products are still sold offline, and the “touch-and feel” aspect of physically examining a product before purchase remains important to many consumers. In this paper, we demonstrate that large discrepancies can exist between the way...

Service providers, such as cell phone carriers, often offer three-part tariff plans that consist of three levers: A fixed fee, an allowance of free units, and a price per each unit above the allowance. In previous studies the optimal three-part tariff contract was characterized using the...

The fact that the adoption rate of successful innovations is bell-shaped (cumulative S-shaped) is considered the basis for most insights and analyses of new product marketing. However, these insights have been largely based on the growth of popular durables and services. In contrast,...

Numerous new products introduced to the market during the last few decades are services. An important characteristic of services that has a considerable influence on service growth is customer attrition. Attrition can occur at the category level (disadoption), or between firms (defection)....

Abstract As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynamics of influencer marketing within the growing creator economy,...