Is paid search overrated? When bricks-and-mortar-only retailers should not use paid search

2018 | Electronic Markets | Citations: 0

Authors: Schlangenotto, Darius; Kundisch, Dennis; Wünderlich, Nancy V.

Abstract: While bricks-and-mortar-only retailers do not offer online purchasing, they ofte ... Expand

Abstract: While bricks-and-mortar-only retailers do not offer online purchasing, they often take advantage of multi-channel management strategies to reach consumers in a pre-purchase phase. We investigate whether paid search can increase the sales of brick-and-mortar retailers who promote their offers via an informational website. Although a sizeable one third of all retailers still trade without an online-shop, previous work has been silent about the effects of paid search for them. We make use of a randomized field experiment and an end-to-end tracking mechanism to investigate the cross-channel behavior of individual consumers. Our empirical results suggest that, whilst paid search increases the number of potential customers through enhancing the reach of marketing initiatives, store sales are not increased. We conclude that customers who search online to buy offline primarily use paid search as a navigational shortcut to the retailer’s website. Consequently, bricks-and-mortar-only retailers seeking to increase store purchases should approach paid search with caution. Collapse

Topics: website advertising management marketing management consumer behavior search engine

Methods: experiment field experiment experimental group Mann Whitney U test experimental design

KNOWING-DOING GAPS IN THE ICT WORKPLACE: GENDER AND CULTURE

2011 | European Conference On Information Systems | Citations: 0

Authors: Richards, Debbie; Busch, Peter

Abstract: Knowledge that is not applied, results in a ‘knowing-doing gap’. While education ... Expand

Abstract: Knowledge that is not applied, results in a ‘knowing-doing gap’. While education, training and knowledge management practices will affect what we know; how, when and with whom we use that knowledge will be mediated by cultural influences at the societal, organizational, group and individual levels. Based on a study involving 119 ICT workers in multicultural Australia, we found patterns of knowledge usage behaviour using a psychology-based scenario approach across a number of gender and culture-based cohorts: Male, Female, Anglo, Non English Speaking Background, Western and Eastern. In this paper we focus particularly on the results of statistical analysis of the data by gender and culture to compare ‘ethical’ (should do) responses with their corresponding ‘realistic’ (will do) responses. Collapse

Topics: implicit knowledge problem solving IT work information system use decision making

Methods: survey survey design Student's t-test qualitative interview

Theories: SECI model of knowledge dimensions

Slack-enabled innovation versus problemistic search: Findings from case studies among SME

2009 | European Conference On Information Systems | Citations: 0

Authors: Richards, Debbie; Busch, Peter

Abstract: Multiculturalism is one of the many factors contributing to the growing diversit ... Expand

Abstract: Multiculturalism is one of the many factors contributing to the growing diversity found within the workforce comprising today’s organizations. This is particularly true in the ICT workplace. Diversity is often investigated in the context of teams and global organizations seeking to improve knowledge management and/or innovation strategies and practices. Understanding the role that culture plays in a multicultural society is complex, understudied and not well understood. Past studies into identifying and comparing different national cultures are difficult to apply to the multicultural context. Even the operationalisation of the culture construct can be problematic or impractical when many ethnic minorities exists. One approach commonly used in Australia is the categorization of individuals and groups into English (or Anglo) background and Non-English Speaking Background (NESB). In this paper we use these categories to investigate if differences can be found in the way in which individuals in these two cohorts respond to workplace situations. Collapse

Topics: IT workforce decision making implicit knowledge information system use organizational culture

Methods: survey design survey pilot survey qualitative content analysis qualitative interview

Theories: organizational theory