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    Modelling the co-dependent diffusion of innovation in two-sided markets : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Albany Campus, New Zealand
    (Massey University, 2023) Chen, Xing (Alison)
    With the advancement of technology, many innovations, like Electric Vehicles (EV) and contactless payment, are co-dependent. The diffusion of co-dependent innovation requires joint usage from more than one adopting group to enable functionality. For instance, EV owners will not drive their EVs unless they know that there are charging stations along their trips. Contactless payers will not pay with a “waving” or “tapping” of their contactless-enabled cards at the checkout unless they know that merchants accept this payment method. Prior literature terms innovations that are compatible and can be used together as complementary innovations, and those adopted in sequence as contingent innovations (Peterson & Mahajan, 1978). Researchers build models of such innovations based on multi-product growth models or the hardware-software paradigm relying on the operation of the network effects (Bayus, 1987; Bucklin & Sengupta, 1993b; Stremersch et al., 2007). However, these terminologies fail to accurately describe co-dependent innovations, which require uptake by more than one adopting group and will only function with simultaneous use. When there are two distinct adopting groups, the market in which the innovation diffuses is a two-sided market. There is co-dependency between the adopting groups, and thus, between the diffusion path of each innovation. As the diffusion of these co-dependent innovations is yet to be modelled, the current study aims to fill this gap. Using eight years of transaction-based data on a novel payment innovation in a developed western economy, we conceptualise co-dependent diffusion of innovation and examine its properties with three empirical studies. Results from Study 1 (presented in Chapter 2) demonstrate that prior models, including the multi-product Bass model, the model of indirect network effects, and the influx-outflow model proposed for a competitive two-sided market, fail to adequately depict the co-dependent diffusion of innovation. Building on findings from Study 1, Study 2 (presented in Chapter 3) shows that the Bass model with churn rates could be a promising candidate for modelling the co-dependent diffusion of innovation. In the payment innovation context, the churn rate represents the user dropout as a percentage of the current user base. Results reveal that merchants exhibit a higher churn rate than consumers, and the churn rates vary by industry. Simulated churn rates show opposite impacts on the innovation effect and the imitation effect in the diffusion process, where managerial implications can be drawn on tailoring strategies to different adopting groups based on the churn rates aiming to fuel the diffusion. Study 2 also highlights the potential of using churn rates as the proxy for the feedback effects between the adopting groups. As the interaction effect between the adopting groups is established in Study 2, Study 3 (presented in Chapter 4) applies the Vector Error Correction Model (VECM) to account for consumer and merchant usage simultaneously. In the short term, consumer usage increases as a result of the variation in merchants’ usage. The positive response of consumers remains significant in the long run. On the contrary, merchants exhibit decreasing response to the variation in consumers’ usage; thus, only the immediate response is strong and significant in the short run. It is worth noting that, unlike the impact of marketing mix factors on sales that will die down over time, the variation of usage in one adopting group at the early stage of the diffusion could permanently lift the usage of the other group. This provides the first robust insights into the empirical patterns of co-dependency during the diffusion of innovation in two-sided markets and demonstrates how other such markets can be studied in the future. Managers can stimulate usage on one side of the market in the early stage of the innovation growth to leverage the interaction effect between the two sides. As emerged from the current work, an early push of usage on the merchant side may drive the co-dependent diffusion of the innovation in the long run.
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    When and how managerial ties and institutional distance matters for export venture performance in a digital age : an emerging market perspective : a thesis presented in fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Albany, New Zealand
    (Massey University, 2022) Sima, Herbert
    Despite the recent research on export performance, research is still unclear about what and how drives export performance in the digital age, especially for firms from emerging markets. Given the unprecedented and rapid environmental changes globally, exporting firms from emerging markets have encountered serious strategic issues. To overcome the challenges caused by cross-market institutional environment distance, social networking theory suggests that emerging market export firms need to rely on different managerial ties (host market business and political ties, home market ties and intrafirm ties) when conducting business in foreign host markets. Drawing on resource integration and innovation, social networking theory, digital technology, social media, institutional theory and export venture performance literature, in this thesis I have developed a series of conceptual models that have addressed the key research gaps in the extant literature. This thesis consists of three papers. Paper 1 is a conceptual study that outlines the contingent role of managerial ties in the resource integration-export venture innovation framework concerning emerging market export ventures. Paper 1 provides a platform for further empirical exploration, in relation to resource integration, managerial ties and export venture innovation. In Paper 2, I explore and examine the contingent effect of managerial ties in the digital market technology-export venture performance framework. In Paper 3, I further uncover the contingent effect of the institutional environment in the social media platform-export venture performance framework. The studies in Papers 2 and 3 are conducted based on the empirical evidence of 251 Chinese manufacturing firms’ export ventures. The results suggest that digital marketing technology has a direct impact on export venture economic and channel performance. In Paper 2, it is found that host market managerial ties (business and political) can positively impact the effect of digital marketing technology on export venture performance, whereas home market managerial ties either have no impact or have a negative contingent effect on digital marketing technology-export venture performance conceptualisation. In Paper 3, my research findings confirm that a firm’s social media platform has a direct and significant effect on export venture economic and channel performance. The institutional environment has both dark and bright side effects in the social media platform-export venture performance framework. Collectively my empirical research offers substantial new and novel insights into social networking theory, institutional theory, digital marketing technology, social media platform, and export venture literature. The outcomes of my research also provide insightful managerial implications for export ventures, especially for those from the emerging markets operating in foreign host markets.
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    Google Trends as a complementary tool for new car sales forecasting : a cross-country comparison along the customer journey, a case for India and South Korea : Master of Business Studies in Marketing at Massey University, Albany, New Zealand
    (Massey University, 2020) Sayedi, Mina
    This dissertation aims to evaluate factors responsible for different consumption patterns and customer's preferences for goods and services in India and South Korea. It further analyzes several model frameworks that reflect the different variants of conceptual ideas of different authors. It gives special importance to customer-oriented study with the aim of improving customer-oriented analysis. It also discusses the assessment of economic conditions of India and South Korea as purchasing power of customers is directly proportional to the state of the economy. It further discusses challenges involved in pricing of new car models. The focus is given to quantitative research to evaluate the correlation between the customer preference for a particular model of car and data of new car sales. This purpose is achieved using several linear regression models and cross-sectional studies. It has been observed that seasonality has little impact on car prices in India as per the data retrieved from Google Trend Index but in South Korea seasonality has significant impact on car prices. This dissertation also discusses the significance of Google Trend Index in both the countries. It further provides that use of studies used in this dissertation can serve as a valuable tool for predicting the demand for various car models in both the countries which would not be accurately provided by use of traditional approaches.
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    Is it worthwhile going immersive? : evaluating the performance of virtual simulated stores for shopper research : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Albany, New Zealand
    (Massey University, 2020) Schnack, Alexander
    Advances in simulation technology offer the possibility of more authentic shopper environments for virtual store experiments. Criticisms of subjective measures of consumer behavior previously led to the use of test markets or simulated stores for consumer experimental research. As cost implications made such experiments unavailable to the wider market research community, virtual simulated stores (VSSs) were developed as an alternative. However, the adoption of VSSs has been slow as traditional desktop-operated VSSs do not provide an authentic multicategory shopper experience. New simulation technologies offer the opportunity for more immersive and authentic VSS environments. Yet there has been little research on how authenticity of VSSs is impacted by newly available technology such as head-mounted displays, motion tracking, force feedback controllers, and application of place and plausibility cues. Thus, this dissertation asks whether immersive technologies have potential to provide highly authentic VSS environments. Of the many factors that may determine authenticity, this dissertation examines three; participants’ sense of telepresence, the realism of shopper behaviour, and the effects of shopper locomotion alternatives. An immersive VSS incorporating new virtual technologies was specifically designed and built for this research. Three studies were undertaken. The first compared perceived telepresence and usability between a desktop-operated VSS and an equivalent immersive walk-around VSS. The second examined the authenticity of shopper behaviour in the immersive walk-around VSS by comparing observed shopping patterns to those previously reported in the marketing literature. The third tested whether walk-around locomotion was necessary for authenticity, or whether a simpler teleportation method would result in equivalent shopper behaviour and emotions. Results showed that immersive VSS systems are preferable to traditional desktop-operated systems with regards to telepresence and usability. Further, authentic behavioural patterns can be found in immersive walk-around store experiments, including plausibility of private label shares, pack inspection times, shelf-height effects and impulse purchases. Lastly, there were no differences in shopper emotions and purchase behaviour between walk-around locomotion and controller-based instant teleportation, implying that the teleportation technique can be used, thereby reducing the required physical footprint for immersive VSS simulations. Collectively, the findings imply that marketers who study in-store shopper behavior can be confident using immersive VSS for their research as opposed to outdated desktop VSS technology.