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Start Date:3/7/2019
Start Time:1:00 PM EST
Duration:60 minutes
Abstract:
Paywalls: Monetizing Online Content
Presenters: Adithya Pattabhiramaiah (Georgia Institute of Technology) and S. Sriram (University of Michigan)
Summary: With the rise of free digital media and user-generated content, traditional newspapers and magazines were supposed to die. A funny thing happened on the way to extinction: Many are more alive than ever, thanks to their savvy embrace of digital channels and implementation of paywalls. A new study in the Journal of Marketing examines the issue of paywalls to understand how they are deployed, how they impact engagement, and what effect they have on offline (print) subscriptions. Listen to learn more about paywalls and how the New York Times managed this digital strategy.
Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early Stage Technologies
Presenters: Sven Molner (University of London), Jaideep Prabhu (University of Cambridge), and Manjit Yadav (Texas A&M University)
Summary: Venture capitalists are constantly on the prowl for new startups to invest in, and research labs are their hunting grounds. A new study in the Journal of Marketing explores the process of market scoping for early-stage technologies—a critical, but underexplored marketing challenge of science commercialization. This research describes why manager adoption of a “market ambiguity acceptance” mindset is associated with more successful commercialization and investments. Listen to learn more.
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Speakers
Adithya Pattabhiramaiah
Assistant Professor of Marketing
Georgia Institute of Technology
S. Sriram
Associate Professor of Marketing
University of Michigan
Sven Molner
Assistant Professor of Marketing
University of London
Jaideep C. Prabhu
Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise
University of Cambridge
Manjit S. Yadav
Professor of Marketing and Macy’s Foundation Professor
Texas A&M University
Page Moreau Coeditor
Journal of Marketing
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JM Webinar Series: Insights for Managers (March)
Registration Is Closed
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