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Description
Social shopping has emerged as a popular online retailing segment. Social shopping revolves around online communities that bring consumers together to shop for deals. Online retailers have been making significant investments to encourage consumers to join online communities linked to their websites in the hope that social interactions among consumers

Social shopping has emerged as a popular online retailing segment. Social shopping revolves around online communities that bring consumers together to shop for deals. Online retailers have been making significant investments to encourage consumers to join online communities linked to their websites in the hope that social interactions among consumers will increase consumption rates. However, the assumption that social interactions increase consumption rates in social shopping remains largely untested in empirical settings. Also, the mechanisms of such an effect remain unclear. Moreover, extant literature has overlooked the role played by elements of the marketing mix, including product characteristics and the commercial context, in defining the effect that social interaction mechanisms have on consumption rates in this focused context. Furthermore, common knowledge in the operations management discipline challenges the largely held assumption, in the social interactions literature, that increasing consumption rates will always be beneficial to online retailers. Higher consumption rates may lead to stockouts, leading to lower service levels. This dissertation develops and empirically tests a theoretical framework that addresses these managerially relevant issues. Specifically, the investigation centers on the effects of social interaction mechanisms on consumption rates in social shopping. In turn, it assesses the nature of the relationship between consumption rates and service levels, after controlling for inventory provision. Finally, it assesses the role played by elements of the marketing mix in defining the relationship between social interaction mechanisms and consumption rates in this focused context. The research methodology uses experiments as the primary source of data collection, and employs econometrics techniques to statistically assess the conceptual framework. The results from the empirical analysis provide interesting insights. First, they unveil influential consumers in social shopping according to relational and structural elements of the social network of consumers and time of purchase. Second, the influence of early buyers' purchases on consumption rates becomes weaker when the quality of the products being offered as part of a deal increases, but it becomes stronger when the price of those products increases. Finally, as deals' consumption rates increase, their service levels decrease at a faster pace.
ContributorsSodero, Annibal (Author) / Rabinovich, Elliot (Thesis advisor) / Sinha, Rajiv (Committee member) / Maltz, Arnold (Committee member) / Arizona State University (Publisher)
Created2012
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Description
Despite significant growth in research about supply chain integration, many questions remain unanswered regarding the path to integration and the benefits that can be accrued. This dissertation examines three aspects of supply chain integration in the health sector, leveraging the healthcare context to extend the theoretical boundaries, as well as

Despite significant growth in research about supply chain integration, many questions remain unanswered regarding the path to integration and the benefits that can be accrued. This dissertation examines three aspects of supply chain integration in the health sector, leveraging the healthcare context to extend the theoretical boundaries, as well as applying supply chain knowledge to an industry known to be immature in terms of its supply chain practices.

In the first chapter, a supply chain operating model that breaks away from the traditional healthcare supply chain structures is examined. Consolidated Service Centers (CSCs) embody a shared services strategy, consolidating supply chain functions across multiple hospitals (i.e. horizontal integration) and disintermediating several key roles in healthcare supply chains such as the group purchasing organizations and national distributors. Through case studies, key characteristics of CSCs that enable them to reduce the level of supply chain complexity are examined.

The second chapter investigates buyer-supplier relationships in healthcare (i.e. supplier integration), where a high level of distrust exists between hospitals and their suppliers. This context is leveraged to study both enablers and barriers to buyer-supplier trust. The results suggest that contracting counteracts the negative effects of dependence on trust. Furthermore, the study reveals that hospital buyers may, in some situations, perceive dedicated resource investments made by suppliers as trust barriers, associating such investments with supplier upselling and entrenchment tactics. This runs contrary to how dedicated investments are perceived in most other industries.

In the third chapter, the triadic relationship between the hospital, supplier, and physician is taken into consideration. Given their professional autonomy and power, physicians commonly undermine hospital efforts in supply base rationalization and standardization. This study examines whether physician-hospital integration (i.e. customer integration) can drive physicians towards supply selection practices that align with the hospital’s sourcing strategies and ultimately result in better supply chain performance. This study utilizes theory on agency triads and professionalism and tests hypotheses through a random effects regression model applied to data about hospital financial performance and physician-hospital arrangements.
ContributorsAbdulsalam, Yousef J (Author) / Schneller, Eugene S (Thesis advisor) / Gopalakrishnan, Mohan (Committee member) / Maltz, Arnold (Committee member) / Dooley, Kevin (Committee member) / Arizona State University (Publisher)
Created2016
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Description
This thesis provides a conceptualization and evaluation of the different dimensions of viral marketing (i.e., good digital strategy, viral and mega viral), as well as an identification of what triggers consumers to share videos and other digital content made by and for brands. In addition, based off of the research

This thesis provides a conceptualization and evaluation of the different dimensions of viral marketing (i.e., good digital strategy, viral and mega viral), as well as an identification of what triggers consumers to share videos and other digital content made by and for brands. In addition, based off of the research and three case studies that exemplify viral marketing (i.e. Nike, Blendtec and Old Spice), this thesis provides an application of viral marketing to the brand JanSport.
ContributorsMelby, Lauren Elizabeth (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Krisay, Alexis (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2013-05