The authors are grateful for valuable suggestions and feedback from the department editor, associate editor and reviewers, Lorin Hitt, Serguei Netessine, Prasanna Tambe, Daniel Rock, Atiye Cansu Erol, Xinyu Ma, Yi Liu, Kan Xu as well as anonymous reviewers, seminar participants, and discussants from the Statistical Challenges in E-Commerce Research, Workshop on Information Systems and Economics, Academy of Management, University of Texas at Dallas, University of California at Santa Barbara, Georgia Institute of Technology, University of British Columbia, Arizona State University, University of Illinios at Urbana-Champaign and McGill University. The authors thank the Mack Institute for Innovation Management for their generous financial support.