Editorial - The Exploration-Exploitation Tradeoff and Efficiency in Knowledge Production

@article{Sudhir2016EditorialT,
  title={Editorial - The Exploration-Exploitation Tradeoff and Efficiency in Knowledge Production},
  author={K. Sudhir},
  journal={Mark. Sci.},
  year={2016},
  volume={35},
  pages={1-9}
}
  • K. Sudhir
  • Published 28 January 2016
  • Business
  • Mark. Sci.
Marketing Science is in a very healthy state as the premier journal for quantitative research in marketing. Since its inception, it has led the way in bringing novel and innovative methodologies and expanding into new substantive areas of inquiry. The journal is now at the cusp of its next stage of creativity and innovation. I outline new research possibilities due to big data, behavioral field studies, and managerial interest in substantive areas such as health, sustainability, emerging… 
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39 Citations
Background Citations
20
Methods Citations
6
Results Citations
1

39 Citations

Citation Type

Citation Type

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It is shown that a call-to-action does not necessarily enhance paid search performance, and a phrasing scheme is identified which minimizes costs while simultaneously maximizing profits for advertisers.
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