Marketing Strategy & Retailing Management

The Marketing Strategy & Retailing Management team of the ESG Research center mainly focuses on exploring retailers’ marketing-mix activities, particularly in the pricing and product strategies. Specifically, the team investigates: 1) how does a retailer’s assortment stock planning affect its sales performance; 2) how does a retailer’s product complementarity affect its sales volatility; and 3) how does the incumbent retail chains react to the entry of discount stores (e.g., pricing retaliation).

Apart from that, the team is also interested in investigating the online customer reviews and live streaming marketing. For example, the team investigates: 1) how does the linguistic style similarity affect online review helpfulness; and 2) how does customer engagement in the live streaming affect live streamer’s performance.