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Fall 2003 Schedule
Wed, Sept 24
Wed, Oct 15 Wed, Oct 22
Wed, Nov 5 Wed,
Nov 19
1030-12 noon, Kogod Dean's
Conference Room (unless otherwise noted)
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| Wed, Sept 24 |
Venkatesh Shankar, U-Maryland (Marketing) Determinants and Role of
Trust in E-Business: A Large-Scale Empirical Study. |
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This research investigates the
determinants and role of consumer trust in e-business. It examines
consumer perceptions of trust in a web site and addresses the following
key research questions: What factors influence consumer trust in a web
site and what specific web site trust cues are associated with these
factors? How does trust affect consumer behavioral intent on a web site?
To address these questions, we develop a conceptual model that links
consumer perceptions of web site characteristics, consumer characteristics
and demographics to perceptions of trust in a web site, and trust to
behavioral intent related to a web site. We also examine whether trust
mediates the relationship between web site and consumer characteristics
and behavioral intent related to the web site. We test our hypotheses in a
large-scale empirical study that estimates this model from 6831 consumers
across 25 web sites and eight industry categories. We validate the model
using a holdout sample. The results show that web site, consumer, category
and demographic variables can explain 76% of the variance in trust. Web
site characteristics such as privacy and security, navigation,
presentation, brand, and advice account for as much as 98% of this
explained variance in web site trust. Surprisingly, over 80% of the
explained variance in web trust is due to factors other than privacy and
security – mainly navigation, brand, advice, absence of errors, and
presentation. We also find that trust mediates the relationships between
web site and consumer characteristics and behavioral intent related to web
sites. The results offer important implications for web site strategies
that include the manipulation of factors influencing web site trust to
favorably impact consumer behavior at the web site. |
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| Wed, Oct 15 |
Family Business Forum,
moderated by
Barbara Bird (AU Management) & David Gage
(Business Mediation Associates) |
!NOTE TIME!
1 - 2:30 pm |
A discussion of family business issues,
centering on governance, management and what makes family businesses more
(or less) effective, productive, and profitable. Scholars and students
from any discipline and practitioners who work with family business are
especially invited. David Gage, founder & managing
director of Business Mediation Associates, has 20 years experience as a
clinical psychologist and over 10 as a mediator. He has served as an
adjunct professor at Kogod and is author of a forthcoming book, The
Partnership Charter: How to Succeed in Business with Partners (Basic
Books). |
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| Wed, Oct 22 |
Liesl Riddle, George
Washington Univ (IB/Management), Adaptation of
Interorganizational Networks to Environmental Change: Creating Insiders
and Outsiders in the Turkish Clothing Industry |
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Network research has examined
how interorganizational network structure facilitates firm-level
adaptation to environmental change. Less attention has been paid to
network-level adaptation. A mixed-method case study is employed,
chronicling how a friendship network of exporters adapted to increasing
environmental change by formalizing, developing a defined network
boundary, and decreasing boundary permeability to protect the network’s
small size and homogeneity. This network-level adaptation created a
network conducive to inter-firm interaction, trust, and learning, helping
firms adapt to an increasingly threatening environment. A model and
testable propositions are generated based on case-study findings, and
implications for managers, policymakers, and future research addressed. |
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| Wed, Nov 5 |
Wendy Liu, American
University (IB-Finance), Executive Compensation |
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Wed, Nov 19
3:00 PM |
Anu Mitra &
Jack Swasy, Kogod (Marketing) Does Market
Share Leadership Signal Superior Quality? Evidence from Direct-to-Consumer
Advertising of Prescription Drugs |
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Claims such as “most prescribed” are commonly
made by top-selling prescription drug brands in their direct-to-consumer (DTC)
advertising. Under the current policy of the Food and Drug Administration,
such “market leadership claims” (MLCs) are permitted for prescription
drugs as long as they are supported by sales data. Previous research in
economics and marketing suggests that market share information can be used
by marketers to signal product quality. This paper draws on research in
consumer psychology to provide a better understanding of how MLCs might
affect product judgments and to examine whether such claims are
interpreted by consumers to imply superiority of the leading brand. In
this research, we explore the nature of consumer inferences and beliefs
generated in response to a MLC for a prescription pain reliever. Results
of two studies show that market leadership claims in DTC advertising can
signal superior quality of the brand, in terms of its relative
effectiveness and its greater acceptance among prescribing doctors, under
conditions when supporting clinical or market data to support such claims
are not available.
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For more information about the Kogod
Management, Marketing, & IB Research Series, contact:
Mark Clark (202) 885-1873,
Susan Lloyd (202) 885-1934, or
Jennifer Oetzel (202)
885-1905
Kogod School of Business, American University
4400 Massachusetts Ave NW Washington, D.C. 20016-8044 |
