search query: @author Clemons, E. K. / total: 8
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| Author: | Aron, R. Clemons, E. K. |
| Title: | Achieving the Optimal Balance Between Investment in Quality and Investment in Self-Promotion for Information Products |
| Journal: | Journal of Management Information Systems
2001 : FALL, VOL. 18:2, p. 65-88 |
| Index terms: | INVESTMENT QUALITY INFORMATION TECHNOLOGY |
| Language: | eng |
| Abstract: | When producers of goods (or services) are confronted by a situation in which their offerings no longer perfectly match consumer preferences, they must determine the extent to which the advertised features of the product reflect the product's actual attributes. The authors find that the two important determinants of sellers' advertising strategy are the Repeat Cost Ratio, and the Repeat Sales Coefficient. The interplay of these two factors gives rise to four possible strategic scenarios. The authors show that sellers' strategy is clearly explainable in three out of these four scenarios. In the ambiguous fourth scenario, the authors show that sellers' strategy for information production goods will differ considerably from information consumption goods based on product complexity and cost of product return. |
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