Arvind Rangaswamy

Arvind Rangaswamy
Pennsylvania State University | Penn State · Department of Marketing

Doctor of Business Administration

About

105
Publications
129,815
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
9,861
Citations
Citations since 2016
3 Research Items
4085 Citations
20162017201820192020202120220100200300400500600
20162017201820192020202120220100200300400500600
20162017201820192020202120220100200300400500600
20162017201820192020202120220100200300400500600

Publications

Publications (105)
Article
Full-text available
Digital Business Platforms (DBPs) such as eBay, Google, and Uber have seen enormous growth in recent years. What exactly are the salient characteristics of this new way of structuring a business? What is the role of marketing in helping DBPs succeed? What are the important research topics in this domain for theory and practice? We explore these top...
Article
The trajectories of social processes (e.g., peer pressure, imitation, and assimilation) that take place on social networks depend on the structure of those networks. Thus, to understand a social process or to predict the associated outcomes accurately, marketers would need good knowledge of the social network structure. However, many social network...
Research
Full-text available
This paper provides a rich overview of a research program in Negotiations. Areas of Applications include Sales, Channel and International. Possible approaches to studying Negotiations are identified. Comparison with other quantity discount schedule models in the extant marketing-manufacturing literature are contrasted. Results of experimental work...
Article
A few well-documented cases describe how the deployment of marketing analytics produces positive organizational outcomes. However, the deployment of marketing analytics varies widely across firms, and many C-level executives remain skeptical regarding the benefits that they could gain from their marketing analytics efforts. We draw on upper echelon...
Article
Full-text available
As traditional sources of competitive advantage shrink, firms seek new ones. One such source of competitive advantage is product design because of its effects on customer experience. To understand the role and impact of product design on customer experience, we propose an integrated, customer-based framework for product design that we call the tota...
Article
A social network can be characterized by the structure (or architecture) of connections among the members of that network. The structure significantly affects how a marketing process plays out on a network. Many social networks of relevance to marketers are large, complex, or hidden making it prohibitively expensive to work with the entire network...
Article
Full-text available
Several legal music download services, including some that are free (e.g., Spotify), are now available to consumers. These services may be viewed as “new service interventions” that could potentially change the mental models of consumers toward illegal file sharing and result in fewer downloads of illegal music files. We apply the theories of plann...
Article
Full-text available
A retail business model articulates how a retailer creates value for its customers and appropriates value from the markets. Innovations in business models are increasingly critical for building sustainable advantage in a marketplace defined by unrelenting change, escalating customer expectations, and intense competition. Drawing from extant strateg...
Article
Full-text available
Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample...
Article
The growing use of mass customization necessitates an understanding of consumers' evaluations of mass customization platforms. We hypothesize that consumers' objective and subjective knowledge of the customized product moderate the influence of idiosyncratically evaluated (i.e., personalizable) attributes on satisfaction with a customization platfo...
Article
Full-text available
Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample...
Article
Full-text available
Model-based decision support systems (DSS) improve performance in many contexts that are data-rich, uncertain, and require repetitive decisions. But such DSS are often not designed to help users understand and internalize the underlying factors driving DSS recommendations. Users then feel uncertain about DSS recommendations, leading them to possibl...
Article
Search engines, such as Google and Yahoo! Search, are more than just portals or information tools. In fact, they are agents of a transformation that is making the business environment more transparent, and thus, potentially more competitive. This new environment is creating opportunities and challenges for businesses of every stripe. In this paper,...
Article
Full-text available
Consider the following two web pages from two popular websites, one from IBM and the other from Apple: 1
Article
High tech firms can mitigate potential risks by diversifying their product–market portfolios. A key research question is how such diversification influences firm survival. A firm exits the market in two ways, specifically, dissolution and acquisition. Here, we model how the diversity of a new firm's product–market portfolio influences the times to...
Article
Full-text available
Marketing Science, in collaboration with the Informs Society on Marketing Science (ISMS), announces a new type of authored submission---the database report. Marketing Science will consider the publication of submitted databases. The same ...
Chapter
Other chapters in this book have demonstrated the wide range of marketing problems and the various analytic approaches implemented in decision models to address those problems. We will elaborate on some of those applications, but our main focus here is on how to make those models relevant and useful in practice. We take the perspective that the gla...
Article
Full-text available
As traditional sources of competitive advantage shrink, firms seek new ones. One such source is product design. To generate insights on how product design can be leveraged to realize competitive advantage, we introduce an integrated, customer-experience perspective of product design that we call the Total Design Concept (TDC). We define a product's...
Article
We adopt a model-based approach to assess whether and to what extent spatial proximities between members of a target population influence the adoption of digital products. Our data come from a company that sells software that enables car dealers in Germany to list used cars in an online market. As compared to other studies in the diffusion literatu...
Article
Full-text available
Marketing managers often provide much poorer evaluations of model-based marketing decision support systems (MDSSs) than are warranted by the objective performance of those systems. We show that a reason for this discrepant evaluation may be that MDSSs are often not designed to help users understand and internalize the underlying factors driving the...
Article
In many product categories, technological evolution results in the emergence of a single product design that achieves market dominance. In this article, the authors examine two questions: Will a dominant design emerge in a new product category? and If it does, how long will it be before a dominant design emerges? Thus, the authors simultaneously mo...
Article
Full-text available
The concept of customer preference, or product value, prevalent in economics and management science, is just beginning to be used in engineering design. This concept and the associated measurement approaches offer us a theoretically appealing way to aggregating customer preferences for multiple product attributes into a single objective function, r...
Article
Full-text available
A well designed decision support system (DSS) of high objective quality may still not be used. There is often a large gap between the objective quality of DSSs and their subjective evaluations, often because DSSs are designed to help decision-makers make better decisions, without necessarily helping them understand why. A large gap between a manage...
Article
We explore how the structure and nature of connections between members of a target population systematically influences the time-path of diffusion of an innovation through that population. Using the formalisms of small-world networks, we model the existence of potential connections between members of a target population, the mechanisms for the acti...
Article
Full-text available
Model-based decision support systems (DSSs), designed to help decision-makers make better decisions, often do not help decision makers understand either how or why they work. As a result, there is likely to be a large gap between a manager’s mental model and the decision model embedded in the DSS. We suggest that this gap is an important reason f...
Article
Full-text available
In many product categories, technological evolution results in the emergence of a single product design that achieves market dominance. In this paper, we examine two questions: will a dominant design emerge in a new product category? If it does, how long will it be before a dominant design emerges? Thus, we simultaneously model the probability of e...
Article
Recessions can severely affect the performance of firms, and even their very survival. However, all firms are not equally affected by a recession. Some firms view recessions as opportunities to strengthen their businesses, invest aggressively and establish their advantage over their weaker competitors, whereas others cut back, waiting for the reces...
Article
During the past decade, customers have become familiar with using various interface technologies, such as Web sites and wireless devices, to interact with firms. Increasingly, they choose the times and the channels through which they deal with firms for different aspects of their interactions. It is becoming common for customers to use different ch...
Article
Full-text available
In the early 21st century, firms are thinking seriously and practically about an interactive marketing paradigm—one that integrates mass scale with individual responsiveness. The focus of this paper is on how this interactive environment is changing the customer decision-making process. With the increased amount of information available, the existe...
Article
Full-text available
We study the process by which model-based decision support systems (DSSs) influence managerial decision making in the context of marketing budgeting and resource allocation. We focus on identifying whether and how DSSs influence the decision process (e.g., cognitive effort deployed, discussion quality, and decision alternatives considered) and, as...
Article
Full-text available
Network externalities are playing an increasingly important role in the economy, and they have significant implica- tions for firms' marketing strategies. The authors study the effects of network externalities in conjunction with other product and firm characteristics on the survival of pioneers. They apply an accelerated failure time model to data...
Article
Full-text available
Several two–stage choice models (consideration stage plus choice stage) have been proposed in the marketing literature. We extend this literature by developing a more general model that incorporates how consumer search influences the degree to which they consider various brands. To test the validity and value of our model, we operationalized it wit...
Conference Paper
Full-text available
Niche search engines offer an efficient alternative to traditional search engines when the results returned by general-purpose search engines do not provide a sufficient degree of relevance and when nontraditional search features are required. Niche search engines can take advantage of their domain of concentration to achieve higher relevance and o...
Article
We address the following questions that are becoming increasingly important to managers in service industries: Are the levels of customer satisfaction and loyalty for the same service different when customers choose the service online versus offline? If yes, what factors might explain these differences? How is the relationship between customer sati...
Conference Paper
Full-text available
Niche Search Engines offer an efficient alternative to traditional search engines when the results returned by general-purpose search engines do not provide a sufficient degree of relevance. By taking advantage of their domain of concentration they achieve higher relevance and offer enhanced features. We discuss a new niche search engine, eBizSearc...
Conference Paper
Niche Search Engines offer an efficient alternative to traditional search engines when the results returned by general-purpose search engines do not provide a sufficient degree of relevance. By taking advantage of their domain of concentration they achieve higher relevance and offer enhanced features. We discuss a new niche search engine, eBizSearc...
Article
Full-text available
Using the resource-based view of the firm, the authors hypothesize that differences in adoption of radical tech- noloqies among firms can be attributed to a sense-and-respond capability of firms with respect to new technolo- gies;which is termed technological opportunism. Using survey data from senior managers in business-to-business firms. the aut...
Article
New developments in marketing management support systems (MMSSs) have provided the marketer with a growing supply of tools that can enrich decision making. In this paper, we describe the concept of marketing engineering — an approach to solving marketing decision problems — popularized by Lilien and Rangaswamy [Lilien GL,Rangaswamy A. Marketing eng...
Article
Abstract In this conceptual paper, we propose that the next stage of evolution of mass customization is customerization– a buyer-centric company,strategy that combines mass customization with customized marketing. Spurred by the growth of Internet and related technologies, many leading companies (e.g., Dell) are beginning to deploy customerization...
Article
Full-text available
We study how and why model-based Decision Support Systems (DSSs) influence managerial decision making, in the context of marketing budgeting and resource allocation. We consider several questions: (1) What does it mean for a DSS to be "good?"; (2) What is the relationship between an anchor or reference condition, DSS-supported recommendation and de...
Article
This paper shows that Medical Innovation (Coleman, Katz and Menzel 1966) and several subsequent studies analyzing the diffusion of the drug tetracycline have confounded social contagion with marketing effects. First, we describe the medical community's understanding of tetracycline and how the drug was marketed at the time the Medical Innovation da...
Article
Over 25 years, we have developed many sales-force and modeling insights through over 2,000 projects with several hundred selling organizations in over 50 countries. Content insights are useful in making sales-force decisions. Examples are that profitability ...
Article
Full-text available
Abstract Many managers fear that the Internet will increase customer price sensitivity and intensify price competition. There is, however, very little conceptual or empirical research on this topic. In this paper, we use the information search literature to develop a conceptual framework and a set of hypotheses,
Article
Leeflang and Wittink [Internat. J. Res. Marketing 17 (2000) 105] sketch a future for marketing modeling that differs primarily in scale and scope from today's environment. We have a different vision: the digital networked economy will induce significant structural changes in (a) how models are developed and deployed, (b) who uses marketing models,...
Article
Full-text available
This paper shows how two different theoretical approaches to model innovation adoption, network threshold modeling and random utility modeling, both result in discrete-time hazard models, a popular statistical modeling approach to study innovation adoption and diffusion. The paper emphasizes the need for careful situational analysis prior to model...
Article
Full-text available
We show how one can specify micro-level hazard models of adoption that separately represent the awareness and evaluation/choice stage of the adoption decision process even when one observes only the final outcome, i.e. adoption or not. These models can be derived from random utility theory. Using a small simulation study, we show that the two-stage...
Article
Are brand names more valuable online or in traditional supermarkets? Does the increasing availability of comparative price information online make consumers more price-sensitive? We address these and related questions by first conceptualizing how different store environments (online and traditional stores) can differentially affect consumer choices...
Article
Full-text available
Abstract Inthis paper we review managerial applications of diffusion models in marketing. We first develop definitions for the basic Bass model and some of its key extensions. Following this, we briefly review a number of applications from which we draw some lessons on building and using diffusion models for predictive and normative applications. W...
Article
Full-text available
In multidimensional unfolding (MDU), one typically deals with two-way, two-mode dominance data in estimating a joint space representation of row and column objects in a derived Euclidean space. Unfortunately, most unfolding procedures, especially nonmetric ones, are prone to yielding degenerate solutions where the two sets of points (row and column...
Article
We thank Marriott International for providing financial support and data and fine.com for assistance with online data collection. We also thank the participants at the Marketing Science Conference on Internet at Boston for their helpful comments. 2 Customer Price Sensitivity and the Online Medium The nature of the online medium and the characterist...
Article
Marketing tools exist to help managers understand and manage their pricing decisions.
Article
Models help build profitability into sales force size and allocation decisions.
Article
'Conceptual marketing' can only take managers so far.
Article
Full-text available
Multidimensional unfolding (MDU) is one of the most powerful conceptual and methodological tools used in marketing for product positioning analysis. Unfortunately, the majority of the commercial software programs available for performing such analyses (especially nonmetric analyses) suffer from serious limitations including degenerate solutions, in...
Article
Multidimensional unfolding (MDU) is one of the most powerful conceptual and methodological tools used in marketing for product positioning analysis. Unfortunately, the majority of the commercial software programs available for performing such analyses (especially nonmetric analyses) suffer from serious limitations including degenerate solutions, in...
Article
Full-text available
Multiissue negotiations present opportunities for tradeoffs that create gains for one or more parties without causing any party to be worse off. The literature suggests that parties are often unable to identify and capitalize on such trades. We present a Negotiation Support System, called NEGOTIATION ASSISTANT, that enables negotiators to analyze t...
Article
Full-text available
In the last several years, the increased diffusion of computer andtelecommunications technologies in businesses and homes has produced newways for organizations to connect with their customers. These computermediated environments (CMEs) such as the World Wide Web raise new researchquestions. In this paper, we examine the potential research issuesas...
Article
The authors use a simulation that explores the same factors used by Wildt (1993), but provides results that refute several of the findings reported in that study. The authors maintain that, under conditions of multicollinearity, the Equity estimator provides estimates that are typically closer to the true parameters than the ordinary least squares...
Article
The authors use a simulation that explores the same factors used by Wildt (1993), but provides results that refute several of the findings reported in that study. The authors maintain that, under conditions of multi-collinearity, the Equity estimator provides estimates that are typically closer to the true parameters than the ordinary least squares...
Article
R. C. Hill and P. A. Cartwright (1994) examined the relative performance of ordinary least squares, the equity estimator, and the Stein estimator on four scanner data sets. Based on this limited simulation, they claimed that the Stein estimator is an attractive alternative to the equity estimator. In this reply, the authors demonstrate that Hill an...