Marketing Strategy
Source: https://bm.hkust.edu.hk/bizinsight/tag/marketing-strategy Parent: https://bm.hkust.edu.hk/bizinsight/bizthemes/data-analytics
WANG, Yajin
ORDABAYEVA, Nailya
How Women Use Luxury Consumption to Signal to Men
In the quest for romance, some individuals turn to luxury consumption as a powerful signal of social status. This phenomenon has been widely validated among men, but little is known about the role of luxury purchasing in women’s romantic endeavors. HKUST’s Qihui Chen and colleagues conceptualize a “mate screening motive” that explains how women use luxury ... Read More
[ BizStudies ]
LIU, Xiao
LEE, Dokyun
SRINIVASAN, Kannan
Style Stealers or Market Makers? The Complex Role of Fast-fashion Copycats
Fast-fashion brands are often accused of copying the designs of high-end fashion brands, thereby reducing the distinctiveness of high-end brands and eroding their brand equity. HKUST’s Zijun (June) Shi and colleagues propose a novel way to investigate whether and how fast-fashion copycats affect high-end brand equity. Despite the enormous size of the fashion ... Read More
[ BizStudies ]
FAN, Linying
In daily life, consumers often shop in busy malls, commute during rush hours, and dine in crowded restaurants. As a pervasive aspect of urban life, crowded environments influence consumer behaviors, including calorie intake, purchase intentions toward products displayed in more crowded spaces, and a preference for safety-related products. However, less ... Read More
[ BizTalks ]
How Do Unconventional Start-ups Professionalize?
Unconventional start-ups encounter distinct challenges in professionalizing their operations compared to traditional ventures. Our project reveals that while venture capitalists (VCs) often advocate for standardization, many start-ups diverge from conventional practices, prioritizing external engagement and market positioning. Key findings suggest that ... Read More
[ BizTalks ]
WU, Chenguang (Allen)
CHEN, Jin
Managing Customer Search through Product Bundling
Customers often search for information on products before making their purchase decisions. With the emergence of online review platforms, this has become quicker and easier than ever, such that companies must manage customer search to attract and retain customers. How might the common marketing strategy of bundling—where multiple goods or services are sold ... Read More
[ BizBites ]
WU, Chenguang (Allen)
CHEN, Jin
Managing Customer Search through Product Bundling
Customers often search for information on products before making their purchase decisions. With the emergence of online review platforms, this has become quicker and easier than ever, such that companies must manage customer search to attract and retain customers. How might the common marketing strategy of bundling—where multiple goods or services are sold ... Read More
[ BizStudies ]
CONG, Ziwei
What Are You Looking At? How Others Influence our Choices Online
Online platforms attract hundreds of millions of users, who post regularly on many topics. However, the algorithms used to direct them to content have faced criticism. HKUST’s Jia Liu and a colleague examine the phenomenon of “popularity bias” in recommender systems, taking advantage of a quasi-experiment conducted by China’s biggest online knowledge-sharing ... Read More
[ BizStudies ] [ Digital Platform: Design and Strategy ]
LIU, Zhe
A Path to Prosperity in Post-Pandemic Economy: The Advantages of Global Sourcing
One of the many painful lessons of the COVID-19 pandemic is that the world’s supply chains are highly vulnerable to external shocks, especially when manufacturers rely on a single source for the parts that they need. This issue created a severe problem when governments and ventures were racing to ramp up COVID-19 vaccine production. Offering cutting-edge ... Read More
[ BizStudies ]
LIU, Xiao
SRINIVASAN, Kannan
Selling Snake Oil by Spreading Misinformation
Is green coffee bean extract a miracle cure for obesity? Are raspberry ketones or saffron extract magic weight loss ingredients? Regardless of the veracity of these claims, the celebrity physician Dr. Mehmet Oz has endorsed those and many products to the viewers of The Dr. Oz Show. This has created “the Oz effect” of increased interest—and may perhaps have ... Read More
[ BizStudies ]
LIU, Xiao
SRINIVASAN, Kannan
Selling Snake Oil by Spreading Misinformation
Is green coffee bean extract a miracle cure for obesity? Are raspberry ketones or saffron extract magic weight loss ingredients? Regardless of the veracity of these claims, the celebrity physician Dr. Mehmet Oz has endorsed those and many products to the viewers of The Dr. Oz Show. This has created “the Oz effect” of increased interest—and may perhaps have ... Read More
[ BizBites ]