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- W84577192 abstract "This dissertation examines the impact of the experience nature of software products on their commercialization and the strategic use of the web environment. The first essay considers how to increase customer acquisition using special marketing mechanisms to demonstrate the value of software products. The intangible nature of software products and tendency for consumers to undervalue software features adds difficulty in the customer acquisition process (Levitt 1981, Nelson 1970). In order to improve consumers’ valuations, software vendors employ various demonstration methods in an attempt to allow consumption before purchase; but at what cost? The first essay in this dissertation examines the use of demonstrations in the commercialization of software products in order to alleviate value uncertainty on the part of prospective consumers. The remaining two essays analyze the strategic use of the web environment to (1) place and price banner advertisements and (2) set price discovery times in a duopolistic e-retail setting. The web environment has enabled a plethora of opportunities for optimizing ad placement and pricing. A great deal of academic research has revolved around pricing online advertising for search-based sites such as Yahoo! and Google. In the second essay, we explore web publisher strategies for ad placement and pricing for web sites for online referral infomediaries and web publishers who are not sponsored search sites. In the final essay, we examine a key assumption in the internet-search literature. Traditionally, the internet has been seen as an opportunity to reduce consumer search costs and improve competition amongst firms. Consumers search for the price of an identical product provided by multiple sellers. Many of the traditional search models have examined only the incremental cost of continuing to search, and assume that consumers possess an infinite time to search. We consider the case when the time to search is constrained. In this scenario, well managed delay may actually be to the strategic advantage of a disadvantaged or non preferred firm. By introducing delay intentionally, the disadvantaged firm may gain customers by exhausting their total time to search. This new perspective on consumer search provides insight regarding consumer search behavior and strategic web design based on this behavior." @default.
- W84577192 created "2016-06-24" @default.
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- W84577192 date "2007-01-01" @default.
- W84577192 modified "2023-09-27" @default.
- W84577192 title "Essays on software commercialization and the strategic use of the web environment" @default.
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