A KNOWLEDGE SEMINAR BY PROF ANIRBAN MUKHERJEE

Jointly organized by Institute on Asian Consumer Insight (ACI) and Marketing & International Business (MIB) Division

"Threads of Success: New Empirical Generalisations from a Large Crowdsourcing Dataset"

“Crowdsourcing”, a portmanteau neologism, is the sourcing of organizational functions from the “crowd”: a large, undefined community of the firm’s consumers, partners, and collaborators (Wired, 2006; p. 226, Bayus 2012). In marketing, crowd sourcing has most commonly been applied to new product development. Prof Mukherjee will be sharing insights from his study that empirically investigates a pioneering crowdsourcing portal, Threadless.com. The study makes the following contributions to the literature. First, the study is one of the few that provides a comprehensive empirical description of crowdvoting in crowdsourcing. Particularly, the study empirically investigates a crowdsourcing context that is relatively under-researched: an open contest in which user submissions are not constrained to pre-specified tasks or problems. In contrast, most extant studies have examined crowdsourcing contexts where user contributions are directed to a specific problem or product (c.f. Huang et al. 2014). Second, the finding that a designer’s rating history is informative of the success or failure of submissions, has implications for both academics and managers. Third, the study sheds new light on a business model— crowdsourcing—that is becoming increasingly prevalent in e-commerce markets. Finally, more broadly, they address prior calls to study innovation and creativity using a large-scale empirical dataset (Toubier and Netzer, 2017).



DATE, DAY

6 March 2017, Monday

TIME
2:30p.m. – 4:00p.m.

VENUE
ESR 4
Block S3.1, B1-06, Nanyang Avenue
Singapore 639798

About the Speaker:
Prof. Mukherjee is a graduate of Cornell University, with a B.Sc. in Electrical and Computer Engineering (2003), and a M.Sc. and Ph.D. in Marketing from the Johnson Graduate School of Management (2008, 2009). He is an expert in quantitative and computational marketing: his research develops and applies cutting-edge (empirical) methods to examine substantively important marketing phenomena.

When, how, and why do consumers change? This question underlies Prof. Mukherjee's research. His doctoral dissertation, which has been published in the Journal of Marketing Research and Management Science (conditionally accepted), developed novel structural econometric models of demand and competition to measure seasonality and the dynamic release timing game in posttheatrical movie demand. His research has since examined the impact of the macro-economy on consumers, firms, and financial markets. For example, in research that was the recipient of the best paper award (both overall, and in the marketing analytics track) at ANZMAC 2015, he studies the impact of macroeconomic growth on product attribute preferences, and in turn on brand and product shares. In a related project, he examines the impact of the macroeconomic environment on the demand for Bollywood movies in India. In another project, he examines if private label shares in 68 countries and 59 categories show signs of a global convergence. Last, in a new stream of research, he studies crowdsourcing, i.e. a mass collaboration between firms, designers, and consumers.

For more information, please contact us:
Institute on Asian Consumer Insight
Nanyang Technological University, Nanyang Business School,
50 Nanyang Avenue, Blk S4, level B4, Singapore 639798
Tel: +65 6790 4966
Email: aci-institute@ntu.edu.sg


Anirban Mukherjee
Assistant Professor of Marketing
Lee Kong Chian School of Business
Singapore Management University