Media

Lawrence Glaubinger, a Columbia Business School alumnus, became increasingly involved in running his 100-acre Christmas tree farm after he retired in 1992. Between 1993 and 2008, Glaubinger sold Ponderosa pines through an arrangement with Green Acres, a large retailer that bought Glaubinger's trees to sell at its nurseries. While Glaubinger Tree Farm sold the trees to Green Acre at a wholesale price based on its marginal cost, the retailer independently set retail pricing. Glaubinger suspected his tree farm could have shown higher profits if it had sold directly to consumers.

Aliza Freud partnered with Josh McKay (both CBS '01) to launch SheSpeaks, a word-of-mouth (WOM) marketing community, in 2007. What business model would help them to compete in the world of Facebook and Twitter — and by what means should they measure the sucesss of their marketing campaigns?

Telecommunications infrastructure goes through technology-induced phases, and the regulatory regime follows. Telecom 1.0, based on copper wires, was monopolistic in market structure and led to a Regulation 1.0 with government ownership or control. Wireless long-distance and then mobile technologies enabled the opening of that system to one of multi-carrier provision, with Regulation 2.0 stressing privatization, entry, liberalization, and competition. But now, fiber and high-capacity wireless are raising scale economies and network effects, leading to a more concentrated market.

Paid placements on search engines reached sales of nearly $11 billion in the United States last year and represent the most rapidly growing form of online advertising today. In its classic form, a search engine sets up an auction for each search word in which competing websites bid for their sponsored links to be displayed next to the search results.

Consumers learn quality of many durable products through word-of-mouth information while firms launch new and improved products frequently in these markets. This paper examines firm incentives to invest in R&D to compete for patents in markets where consumers rely on word-of-mouth information and have expectations about the new products before launch. When its loss due to a possible entry is above a threshold, an incumbent has more incentives than a potential entrant to invest in R&D for patents.

Social commerce is an emerging trend in which online shops create referral hyperlinks to other shops in the same online marketplace. We study the evolution of a social commerce network in a large online marketplace. Our dataset starts before the birth of the network (at which points shops were not linked to each other) and includes the birth of the network. The network under study exhibits a typical power-law degree distribution. We empirically compare a set of edge formation mechanisms (including preferential attachment and triadic closure) that may explain the emergence of this property.

Rupert Murdoch and Sumner Redstone are so smart, why are their stocks long-term losers?

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 attention of these consumers. We explore the implications of such two-sided competition on the actions and source of profits of media firms. One main conclusion we reach is that media firms may charge higher content prices in a duopoly than in a monopoly.

Many new products (e.g., PDA phones) share features with multiple categories, but are also significantly different from each of these categories. When consumers encounter such a product, they may create a new subcategory (e.g., smart phones) to accommodate it. In such situations, consumers must decide where to position the new subcategory. We develop the Category Activation Model (CAM) to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new product that could potentially belong to multiple product categories.