32.1 Marketing Applications

SCM has been applied in various marketing and business contexts:

• Impact of Offline TV Advertising on Online Chatter (Tirunillai and Tellis 2017)
• Effect of Mobile Hailing Technology Adoption on Drivers’ Hourly Earnings (Yanwen Wang, Wu, and Zhu 2019)
• Impact of Payment Disclosure Laws on Physician Prescription Behavior (Massachusetts Open Payment Law) (Guo, Sriram, and Manchanda 2020)
• Effect of Mandatory GMO Labels on Consumer Demand (Vermont as a case study) (Adalja et al. 2023)

References

Adalja, Aaron, Jūra Liaukonytė, Emily Wang, and Xinrong Zhu. 2023. “GMO and Non-GMO Labeling Effects: Evidence from a Quasi-Natural Experiment.” Marketing Science 42 (2): 233–50.

Guo, Tong, Srinivasaraghavan Sriram, and Puneet Manchanda. 2020. “‘Let the Sunshine in’: The Impact of Industry Payment Disclosure on Physician Prescription Behavior.” Marketing Science 39 (3): 516–39.

Tirunillai, Seshadri, and Gerard J Tellis. 2017. “Does Offline TV Advertising Affect Online Chatter? Quasi-Experimental Analysis Using Synthetic Control.” Marketing Science 36 (6): 862–78.

Wang, Yanwen, Chunhua Wu, and Ting Zhu. 2019. “Mobile Hailing Technology and Taxi Driving Behaviors.” Marketing Science 38 (5): 734–55.