Publications
Publications
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- Faculty Publications (14)
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- 2022
- Working Paper
Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers
By: Magie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on an influencer’s reputation. We collect a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in...
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- January 2022
- Article
Artificial Intelligence, Data-Driven Learning, and the Decentralized Structure of Platform Ecosystems
By: David R. Clough and Andy Wu
Gregory, Henfridsson, Kaganer, and Kyriakou (2020) highlight the important role of data and AI as strategic resources that platforms may use to enhance user value. However, their article overlooks a significant conceptual distinction: the installed base of...
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- February 2021
- Tutorial
Getting Started in RStudio Cloud
By: Chiara Farronato and Caleb Kwon
This video provides an introduction to the free programming language R using an online cloud version of RStudio, which is the most popular editor and interface for writing and executing R code. The video begins by providing a brief background of R and RStudio and...
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- February 2021
- Tutorial
T-tests: Theory and Practice
This video provides an introduction to hypothesis testing, sampling, t-tests, and p-values. It provides examples of A/B testing and t-testing to assess whether difference between two groups are statistically significant. This video can be assigned in conjunction with...
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- January 2020 (Revised July 2020)
- Supplement
MoviePass: The 'Get Big Fast' Strategy
By: Benjamin C. Esty and Daniel Fisher
In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams form related businesses...
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Keywords:
Market Entry;
Growth Strategy;
Profit Vs. Growth;
Subscription Business;
Cash Burn;
Data Analytics;
Get-big-fast;
Buyer Power;
Strategy Implementation;
Movie Industry;
Racing;
Business Strategy;
Value Creation;
Consolidation;
Cash Flow;
Growth Management;
Business Startups;
Entrepreneurship;
Disruptive Innovation;
Mobile Technology;
Motion Pictures and Video Industry;
Motion Pictures and Video Industry;
Motion Pictures and Video Industry;
Motion Pictures and Video Industry;
United States
- March 2019 (Revised July 2020)
- Case
MoviePass: The 'Get Big Fast' Strategy
By: Benjamin C. Esty and Daniel W. Fisher
In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams from related businesses...
View Details
Keywords:
Market Entry;
Growth Strategy;
Profit Vs. Growth;
Subscription Business;
Cash Burn;
Data Analytics;
Get-big-fast;
Buyer Power;
Strategy Implementation;
Movie Industry;
Racing;
Entrepreneurship;
Market Entry and Exit;
Growth and Development Strategy;
Business Strategy;
Value Creation;
Disruption;
Motion Pictures and Video Industry;
United States
- March 2019 (Revised March 2020)
- Case
Choosing the Right Esports Business Model
By: David Collis and Alexander MacKay
Two esports entrepreneurs must choose on which business model to focus their time and money. After successfully launching an online esports coaching platform, a number of new opportunities emerge in the rapidly growing esports space that now has close to one billion...
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- November 2018
- Case
Sportradar (A): From Data to Storytelling
By: Ramon Casadesus-Masanell, Karen Elterman and Oliver Gassmann
In 2013, the Swiss sports data company Sportradar debated whether to expand from its core business of data provision to bookmakers into sports media products. Sports data was becoming a commodity, and in the future, sports leagues might reduce their dependence on...
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Keywords:
Sports Data;
Data;
Sport;
Sportradar;
Football;
Soccer;
Gambling;
Betting;
Betting Markets;
Statistics;
Odds;
Live Data;
Bookmakers;
Betradar;
Visualization;
Integrity;
Monitoring;
Gaming;
Streaming;
2013;
St.Gallen;
Algorithm;
Mathematical Modeling;
Carsten Koerl;
Betandwin;
Bwin;
Wagering;
Probability;
Sports;
Analytics and Data Science;
Mathematical Methods;
Games, Gaming, and Gambling;
Transition;
Strategy;
Media;
Sports Industry;
Technology Industry;
Information Technology Industry;
Media and Broadcasting Industry;
Europe;
Switzerland;
Asia;
Austria;
Germany;
England
- August 2018 (Revised October 2019)
- Case
C3.ai—Driven to Succeed
By: Robert Simons and George Gonzalez
CEO Tom Siebel navigates his artificial intelligence (ai) startup through a series of pivots, market expansions, and even an elephant attack to become a leading platform ad service provider. The case describes his unusual management approach emphasizing employee...
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Keywords:
Strategy Execution;
Performance Measurement;
Critical Performance Variables;
Strategic Boundaries;
Internet Of Things;
Artificial Intelligence;
Software Development;
Big Data;
Machine Learning;
Business Startups;
Management Style;
Business Strategy;
Performance;
Measurement and Metrics;
Organizational Culture;
AI and Machine Learning;
Digital Transformation;
Applications and Software;
Digital Marketing;
Analytics and Data Science;
Technology Industry;
United States;
California
- 2019
- Working Paper
Machine Learning Approaches to Facial and Text Analysis: Discovering CEO Oral Communication Styles
By: Prithwiraj Choudhury, Dan Wang, Natalie A. Carlson and Tarun Khanna
We demonstrate how a novel synthesis of three methods—(1) unsupervised topic modeling of text data to generate new measures of textual variance, (2) sentiment analysis of text data, and (3) supervised ML coding of facial images with a cutting-edge convolutional neural...
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- March 2017 (Revised November 2017)
- Case
BlackRock (A): Selling the Systems? (with video links)
By: Ranjay Gulati, Jan W. Rivkin and Kelly McNamara
As the case opens in 1999, several key leaders at BlackRock, Inc., then a relatively small asset management firm, are trying to convince CEO Larry Fink and others that the firm should begin to offer Aladdin—its proprietary analytics and trading platform—to other asset...
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- May 2016 (Revised April 2019)
- Case
Legendary Entertainment: Moneyball for Motion Pictures
By: John A. Deighton and Leora Kornfeld
Legendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and...
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- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the...
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- Forthcoming
- Article
Unmasking Behaviors During the Pandemic with Video Analytics
By: Shunyuan Zhang, Kaiquan Xu and Kannan Srinivasan
In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down viral transmission. People complied to varying extents, and their reactions may have been driven by a variety of psychological factors....
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