We quantify the power balance between digital platforms (Spotify) and their suppliers (major music labels Sony, Warner, and Universal), using a structural demand model and data collected from

Do streaming platforms individualize or homogenize consumption? In this article, we show that pairs of users consume more of the same content after they start to use Spotify. This effect is largely driven by users’ increase in usage, and not initiated from platform-directed search (e.g., playlists, recommendations).

This article develops a methodological framework that guides researchers in collecting data using web scraping and Application Programming Interfaces (APIs).

To better allocate marketing budgets, firms need to have information about marketing-mix elasticities for countries outside the North-Atlantic region. We estimate marketing elasticities for more than 1,600 brands from 7 developed and 7 emerging Indo-Pacific Rim countries.

Instead of purchasing individual content, streaming adopters rent access to libraries, with content being free at the margin. In this paper, we study how the adoption of music streaming affects consumers’ listening behavior.

This paper studies the extent to which CBBE manifests itself in SBBE and marketing mix response using ten years of IRI scanner and Brand Asset Valuator (BAV) data for 290 brands spanning 25 packaged good categories. This paper has received the MSI/Journal of Marketing’s H. Paul Root Award (2017).

Many service firms acquire customers by offering free-trial promotions. This article conceptualizes how a customer’s retention decision is driven by marketing communication and usage behavior, and develops hypotheses about the impact of free-trial acquisition on this process.