Brian T. Ratchford

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2 INTRODUCTION User generated content (UGC) is the cornerstone of social and online marketing. However, the key challenge for online marketers to leverage UGC is to encourage users to generate more quality content. To overcome this burden, practitioners have started to use video game concepts such as badges, leaderboard, and points to encourage users, under(More)
The paper simulates how market power affects electricity retailing to households. A pseudo-random number seeding algorithm creates representative product differentiation in repeated drawings, for an incumbent and seven challengers. A ninth <i>player</i> competitor decides how to distinguish her product. The simulation creates an(More)
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