Platform Service Offering to Business Customers: Strategic Considerations in Engendering Seller Use of Marketing Tools

References

• Adlakha S, Johari R (2013) Mean field equilibrium in dynamic games with strategic complementarities. Oper. Res. 61(10):971–989.Link, Google Scholar
• Ahn DY, Duan JA, Mela CF (2016) Managing user generated content: A dynamic rational expectations equilibrium approach. Marketing Sci. 35(2):284–303.Link, Google Scholar
• Berry ST (1992) Estimation of a model of entry in the airline industry. Econometrica 60(4):889–917.Google Scholar
• Blystone D (2019) Understanding the Alibaba business model. Investopedia, Oct 20.Google Scholar
• Bosch-Domenech A, Montalvo JG, Nagel R, Satorra A (2002) One, two, (three), infinity…: Newspaper and lab beauty-contest experiments. Amer. Econom. Rev. 92(5):1687–1701.Crossref, Google Scholar
• Brown AL, Camerer CF, Lovallo D (2012a) Estimating structural models of equilibrium and cognitive hierarchy thinking in the field: The case of withheld movie critic reviews. Management Sci. 59(3):733–747.Link, Google Scholar
• Brown AL, Camerer CF, Lovallo D (2012b) To review or not to review? Limited strategic thinking at the movie box office. Amer. Econom. J. Microeconomics 4(2):1–26.Crossref, Google Scholar
• Camerer C (2003) Behavioral Game Theory: Experiments in Strategic Interaction (Princeton University Press, Princeton, NJ).Google Scholar
• Camerer C, Ho T-H, Chong J-K (2004) A cognitive hierarchy model of games. Quart. J. Econom. 119(3):861–898.Crossref, Google Scholar
• Chan TY, Park YH (2015) Consumer search activities and the value of ad positions in sponsored search advertising. Marketing Sci. 34(4):606–623.Link, Google Scholar
• Chen Y, Cui TH (2013) The benefit of uniform price for branded variants. Marketing Sci. 32(1):36–50.Link, Google Scholar
• Chu J, Manchanda P (2016) Quantifying cross and direct network effects in online consumer-to-consumer platforms. Marketing Sci. 35(6):870–893.Link, Google Scholar
• Ciliberto F, Tamer E (2009) Market structure and multiple equilibria in airline markets. Econometrica 77(6):1791–1828.Crossref, Google Scholar
• Clover C (2014) Alibaba’s sellers rethink business models. Financial Times Online (June 26).Google Scholar
• Costa-Gomes M, Crawford VP (2006) Cognition and behavior in two-person guessing games: An experimental study. Amer. Econom. Rev. 96(5):1737–1768.Crossref, Google Scholar
• Cui TH, Mallucci P (2016) Fairness ideals in distribution channels. J. Marketing Res. 53(6):969–987.Crossref, Google Scholar
• Cui TH, Zhang Y (2017) Cognitive hierarchy in capacity allocation games. Management Sci. 64(3):1250–1270.Link, Google Scholar
• Cui TH, Raju JS, Zhang ZJ (2007) Fairness and channel coordination. Management Sci. 53(8):1303–1314.Link, Google Scholar
• Datta S, Sudhir K (2013) Does reducing spatial differentiation increase product differentiation? Effects of zoning on retail entry and format variety. Quant. Marketing Econom. 11(1):83–116.Crossref, Google Scholar
• Ellickson PB, Misra S (2011) Estimating discrete games. Marketing Sci. 30(6):997–1010.Link, Google Scholar
• Goldfarb A, Yang B (2009) Are all managers created equal? J. Marketing Res. 46(5):612–622.Crossref, Google Scholar
• Goldfarb A, Xiao M (2011) Who thinks about the competition? Managerial ability and strategic entry in US local telephone markets. Amer. Econom. Rev. 101(7):3130–3161.Crossref, Google Scholar
• Guo T, Sriram S, Manchanda P (2020) The effect of information disclosure on industry payments to physicians. J. Marketing. Res. 58(1):115–140.Crossref, Google Scholar
• Jia P (2008) What happens when Wal-Mart comes to town: An empirical analysis of the discount retail industry. Econometrica 76(6):1263–1316.Crossref, Google Scholar
• Manchanda P, Rossi PE, Chintagunta PK (2004) Response modeling with nonrandom marketing-mix variables. J. Marketing Res. 41(4):467–478.Crossref, Google Scholar
• Misra S, Ellickson P (2008) Supermarket pricing strategies. Marketing Sci. 27(5):811–828.Link, Google Scholar
• Orhun Y (2009) Optimal product line design when consumers exhibit choice-set dependent preferences. Marketing Sci. 28(5):868–886.Link, Google Scholar
• Seim K (2006) An empirical model of firm entry with endogenous product-type choices. RAND J. Econom. 37(3):619–640.Crossref, Google Scholar
• Stahl DO, Wilson PW (1994) Experimental evidence on players’ models of other players. J. Econom. Behav. Organ. 25(3):309–327.Crossref, Google Scholar
• Valdez J (2019) What is an Amazon Platinum Seller or Merchant? AMZ Blog (May 30).Google Scholar
• Vitorino MA (2012) Empirical entry games with complementarities: An application to the shopping center industry. J. Marketing Res. 49(2):175–191.Crossref, Google Scholar
• Yang S, Lu S, Lu X (2014) Modeling competition and its impact on paid-search advertising. Marketing Sci. 33(1):134–153.Link, Google Scholar
• Yuan H, Gomez M, Rao VR (2013) Trade promotion decisions under demand uncertainty: A market experiment approach. Management Sci. 59(7):1709–1724.Link, Google Scholar
• Zhang Y, Donohue KL, Cui TH (2015) Contract preferences and performance for the loss-averse supplier: Buyback versus revenue sharing. Management Sci. 62(6):1734–1754.Link, Google Scholar
• Zhou B, Mela CF, Amaldoss W (2015) Do firms endowed with greater strategic capability earn higher profits? J. Marketing Res. 52(3):325–336.Crossref, Google Scholar
• Zhu T, Singh V, Manuszak M (2009) Market structure and competition in the retail discount industry. J. Marketing Res. 46(4):453–466.Crossref, Google Scholar