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Fairness in e-commerce, sport and food

The theme of fairness has come up in very different contexts since my reading recently shifted away from being strictly thesis-centered. Of course, life isn’t fair and what is perceived as fair differs from person to person. That said, I have often wondered whether greater fairness is a hallmark of a more sophisticated or merit-driven [...]

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Electronic Word-of-Mouth (eWOM)

This shift in power brought about a whole range of potential disadvantages and advantages for marketing companies. In the one hand we have consumers that can rate a movie’s performance and simultaneously influence future ticket sales, and on the other hand we have marketers that can now for the first time gain in-depth knowledge of consumers’ online communication and purchase behaviour and leverage this information to anticipate future marketing strategies.

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