Abstract

This research aims to demonstrate that the abundant marketing data that companies are using to explore new business opportunities can be an equally fertile source for uncovering an undesirable social attitude or behavior that may be relevant to firms' business. Companies may benefit from this knowledge when developing innovative new programs that aim to benefit society, such as corporate social responsibility initiatives. In this study, we examine boy-girl gender discrimination in China as manifested in parents' purchase decisions on behalf of their children across different markets. Our study in itself is significant, because it is the first large-scale empirical work to clearly verify the phenomenon of boy-girl discrimination, taking advantage of e-commerce marketing data. Specifically, we compare the clothing expenditures on boys versus girls using a rich, household-specific data set obtained from two online retailers. We find that the patterns of gender inequality vary systematically across different geographic markets, as the relative expenditure difference on boys versus on girls is bigger in less developed areas as compared with metropolitan areas, and this relative expenditure difference is closely tied with socioeconomic conditions, education levels, and birth rates of a district. Managerial and social implications are discussed.

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boy-girl discrimination ;  cause-related marketing ;  corporate social responsibility ;  gender inequality

Abstract

This research aims to demonstrate that the abundant marketing data that companies are using to explore new business opportunities can be an equally fertile source for uncovering an undesirable social attitude or behavior that may be relevant to firms’ business. Companies may benefit from this knowledge when developing innovative new programs that aim to benefit society, such as corporate social responsibility initiatives. In this study, we examine boy-girl gender discrimination in China as manifested in parents’ purchase decisions on behalf of their children across different markets. Our study in itself is significant, because it is the first large-scale empirical work to clearly verify the phenomenon of boy-girl discrimination, taking advantage of e-commerce marketing data. Specifically, we compare the clothing expenditures on boys versus girls using a rich, household-specific data set obtained from two online retailers. We find that the patterns of gender inequality vary systematically across different geographic markets, as the relative expenditure difference on boys versus on girls is bigger in less developed areas as compared with metropolitan areas, and this relative expenditure difference is closely tied with socioeconomic conditions, education levels, and birth rates of a district. Managerial and social implications are discussed.

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boy-girl discrimination ;  cause-related marketing ;  corporate social responsibility ;  gender inequality

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Product returns will soon cost firms a trillion dollars annually; e-commerce appears more at risk for these costs relative to offline channels. Retailers thus need strategic insights into which factors increase customers’ return propensity and when the short-term costs of returns might be offset by future customer purchases. This article reports two studies that use transaction data from two large apparel e-tailers. Study 1 demonstrates that due to the differences between mobile and traditional online channels, consumers form a larger consideration set when they shop through mobile channels, and this distinctive search practice spills over onto return rates. That is, return rates are lower in mobile channels, and the use of the mobile channel also alters the effect of discount promotions. The findings in Study 2 suggest that future purchases by consumers, after a return, are contingent on category characteristics. In categories in which customers can easily learn from their previous return experience, product returns positively increase future spending, but the opposite is true in categories in which it is difficult to learn.

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Channel use ;  Customer learning ;  E-commerce ;  E-tailer ;  Product returns ;  Smartphone

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We develop a model of dyad calling behavior as the outcome of asymmetric power between the initiating and receiving callers and the strength of their tie. Using a unique mobile phone service dataset, we estimate the model which encapsulates the evolving relationship between pairs of callers. We find that, first, the initiating callers enjoy more power than the receiving callers in determining the call volume. Second, the call volume between a pair of callers increases with the number of their common contacts. Finally, the reciprocity effect is prevalent in mobile phone service consumption. We discuss and demonstrate the implications of our results on firms' telecommunication service pricing decisions. (C) 2018 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.

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Social network ;  Tie-strength ;  Reciprocity ;  Decision power ;  Telecommunication service pricing ;  Structural model

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CEIBS Professor of Marketing Jeongwen Chiang takes us on a deep dive into China’s sharing economy. Among the topics he explores: why China’s sharing economy is among the most advanced and innovative in the world, which sharing platforms are most popular right now with Chinese millennials, and what criteria venture capital investors use to evaluate sharing economy start-ups. This lecture was recorded during a session at the CEIBS Center for Emerging Market Studies Corporate Roundtable Discussion held on April 11, 2017 at CEIBS Shanghai Campus.

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Work has already started to expand Shanghai Disneyland, says Disney’s CEO Bob Iger, a day ahead of the park’s grand opening. The resort has also promised to expand capacity so that more visitors can enjoy the attractions without waiting too long in line. Read more at http://www.channelnewsasia.com/news/asiapacific/shanghai-disneyland-plans-further-expansion-to-cater-for-huge-cr-7963518

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This year Chinese e-commerce giant Alibaba rang up US$5 billion in sales in the first hour of its Single’s Day e-commerce event. This annual e-commerce holiday, celebrated by Chinese consumers and retailers on November 11, rivals Cyber Monday in the US in total sales volume. CEIBS Professor of Marketing Jeongwen Chiang explains why it is also profitable for international brands.

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This year Chinese e-commerce giant Alibaba rang up US$5 billion in sales in the first hour of its Single’s Day e-commerce event. This annual e-commerce holiday, celebrated by Chinese consumers and retailers on November 11, rivals Cyber Monday in the US in total sales volume. CEIBS Professor of Marketing Jeongwen Chiang explains the fierce rivalry between China’s e-commerce giants Alibaba and JD.com.

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CEIBS Professor of Marketing Jeongwen Chiang explains who profits most on November 11th when Chinese consumers spend billions shopping for bargains online. Known as Single’s Day, this e-commerce holiday in China rivals Cyber Monday in the US in total sales volume.

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