In exploring buyer behavior in B2B markets, Professor Mojir worked with a large medical device company to assemble a unique multi-year panel dataset on contracting by hospital administrators and product usage by surgeons at over 200 hospitals. He uses these data to answer questions about how share-of-wallet contracts—where a seller gives discounts to a buyer based on the seller’s share of the buyer’s total purchase in a category—affect the rate of innovation adoption among hospitals. He finds that the impact of share-of-wallet contracts depends on the nature of innovation and initial market share of the innovator. While these contracts slow down innovation adoption for minor innovations from smaller players, they speed up the adoption process for major innovations. The impact of these contracts on innovations from market leaders is limited.
Advertising and sales response in B2B markets is another research interest of Professor Mojir. Might advertising lure unsophisticated individual investors into investments that they do not fully understand? In an ongoing project, he tries to answer this question using a difference-in-difference strategy taking advantage of a natural experiment, the 2012 JOBS Act. In assessing whether advertising has a greater impact on individual investors relative to “rational” institutional investors, he finds support for the hypothesis that advertising draws unsophisticated individual investors more than institutional ones.
In recent years, there has been a significant revival of interest in marketing in empirical models of consumer search. Intrigued by consumer search in offline and online markets, Professor Mojir has developed a spatiotemporal search model, using grocery purchase data. An important substantive finding is that in the presence of search cost, increasing promotional frequency can increase customers’ loyalty to their preferred store. Professor Mojir intends to adapt his framework to answer new substantive questions around search.
