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Essays On Marketing Strategy, Chang Liu

Arts & Sciences Electronic Theses and Dissertations

In this dissertation, I apply game-theoretical methods in the context of marketing research and investigate the effects of stylized facts in behavioral economics. Chapter 1 studies the effects of managerial optimism on firms’ performance. Research has shown that many managers and entrepreneurs tend to be optimistic and are inclined to believe that negative shocks happen to them less frequently than to others. However, there is also evidence suggesting that such optimism is often inaccurate in reality and managerial optimism can lead to the failure of a company. We develop a game-theoretic model to investigate the impact of managerial optimism on …

Firms’ Strategies For Technology And Platform-Based Markets, Tianxin Zou

Arts & Sciences Electronic Theses and Dissertations

In this dissertation, I build game-theoretic frameworks to study how new Internet-enabled technologies can change the strategies of firms and online platforms.

The first chapter studies how the integration of primary and resale concert ticket platforms can affect consumers and musicians. Consumers can buy concert tickets from primary platforms (e.g., Ticketmaster) or from resale platforms (e.g., StubHub) where tickets are resold by other consumers. Recently, Ticketmaster has also been developing its resale business and attempting to control the resale market by blocking consumers from reselling on competing resale platforms. Legislation in many states in the US requires consumers should be …