Brian T. Ratchford

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Professors: Ashiq Ali, Indranil R. Bardhan, Alain Bensoussan, Gary Bolton, Metín Çakanyildirim, Daniel A. Cohen, William M. Cready, Milind Dawande, Theodore E. Day, Gregory G. Dess, David L. Ford Jr., Umit G. Gurun, Varghese S. Jacob, Ganesh Janakiraman, Elena Katok, Dmitri Kuksov, Nanda Kumar, Stanley Liebowitz, Zhiang (John) Lin, Sumit K. Majumdar, Vijay(More)
It has been hypothesized that the online medium and the Internet lower search costs and that electronic markets are more competitive than conventional markets. This suggests that price dispersion--the distribution of prices of an item indicated by measures such as range and standard deviation—of an item with the same measured characteristics across sellers(More)
The product life cycle (PLC) is the result of multiple supply and demand forces. However, past research has focused primarily on the role of diffusion in driving the PLC. This study takes a step toward a broader theoretical perspective on the PLC by incorporating informational cascades and developing and testing many new hypotheses based on this theory. The(More)
Frictionless e-commerce implies that price dispersion for identical products sold by various etailers should be smaller than it is offline, but some recent empirical evidence reveals the opposite. A study by Smith et al. (2000) suggests that such a phenomenon may be due to heterogeneity among etailers in such factors as shopping convenience, consumer(More)
Consumers often use objective as well as subjective criteria to evaluate a product. For example, power tool users may evaluate a power tool based on not only its objective attributes such as price and switch type but also its subjective characteristics such as ease of use and the feel of the tool. Our research is distinctive in its emphasis on incorporating(More)
I channel structures characterized by a powerful retailer (e.g., Wal-Mart, Home Depot), the dominant retailer’s acceptance of a manufacturer’s new product often determines the success of the new offering. Focusing on a manufacturer in such a market, we develop an approach to positioning and pricing a new product that directly incorporates the retailer’s(More)
Acknowledgements: The authors are grateful to Brian Ratchford and two anonymous referees of the Journal of Retailing for their careful and constructive critiques of an earlier version of the paper. We also acknowledge with gratitude the useful comments provided by participants of the workshop on Channel Productivity at the University of Mons, October 1996(More)