Shi, Qiaoni
(2025)
Transitional Marketing: Interplay between Online and Offline Business Models.
Doctoral Dissertation, University of Pittsburgh.
(Unpublished)
Abstract
This dissertation consists of two studies that investigate the transformative impact of digital technology and platform economy on various aspects of Marketing. The first study analyzes the transactional data from a multi-channel retailer in the U.S. that closed many of its brick-and-mortar stores. After the closure, households made fewer trips to the focal retailer, while had a greater basket size for the trips after the closure. These new shopping habits are formed in a short span of two months following the announcement of closure, which highlights a limited time window for retailers to attract these transitional consumers. Households that used to shop in multiple departments before the closure of stores had a greater propensity to stick with the retailer and shift towards the online channel. The second study considers a subscription platform that offers services to variety seeking consumers who incorporate transportation costs in their decision of how many and which vendor services to consume. For the platform to be successful, it should enter markets where consumers’ added benefit from patronizing more than one vendor is relatively high, thus strengthening the position of the platform in negotiations with the vendors. As well, managers should consider entering markets where competition between the vendors is relatively weak, and in particular, where vendors benefit from local monopoly positions due to high transportation costs incurred by consumers. Last, it is important to identify tools that facilitate alleviated price competition with vendors. Negotiating over an appropriate transfer fee per customer to pay the vendor or imposing restrictions on the level of service that their customers can use may be such tools.
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Details
| Item Type: |
University of Pittsburgh ETD
|
| Status: |
Unpublished |
| Creators/Authors: |
|
| ETD Committee: |
| Title | Member | Email Address | Pitt Username | ORCID |
|---|
| Committee CoChair | Gal-Or, Esther | | | | | Committee CoChair | Inman, Jeffrey | | | | | Committee Member | Gauri, Dinesh | | | | | Committee Member | Geylani, Tansev | | | | | Committee Member | Wu, Yue | | | |
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| Date: |
26 February 2025 |
| Date Type: |
Publication |
| Defense Date: |
18 June 2021 |
| Approval Date: |
26 February 2025 |
| Submission Date: |
7 December 2021 |
| Access Restriction: |
No restriction; Release the ETD for access worldwide immediately. |
| Number of Pages: |
135 |
| Institution: |
University of Pittsburgh |
| Schools and Programs: |
Joseph M. Katz Graduate School of Business > Business Administration |
| Degree: |
PhD - Doctor of Philosophy |
| Thesis Type: |
Doctoral Dissertation |
| Refereed: |
Yes |
| Uncontrolled Keywords: |
Subscription platforms, store closures, retail patronage |
| Date Deposited: |
26 Feb 2025 21:30 |
| Last Modified: |
26 Feb 2025 21:30 |
| URI: |
http://d-scholarship.pitt.edu/id/eprint/42026 |
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