Broader product line: a necessity to achieve success?
Management Science
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Reducing buyer search costs: implications for electronic marketplaces
Management Science - Special issue: Frontier research on information systems and economics
Hyper-Differentiation Strategies: Delivering Value, Retaining Profits
HICSS '03 Proceedings of the 36th Annual Hawaii International Conference on System Sciences (HICSS'03) - Track 8 - Volume 8
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Using Online Conversations to Study Word-of-Mouth Communication
Marketing Science
Journal of Management Information Systems
A Methodology for Analyzing Web-Based Qualitative Data
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Recommender systems and their impact on sales diversity
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The future of advertising and the value of social network websites: some preliminary examinations
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Journal of Management Information Systems
How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy
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Overcoming the J-shaped distribution of product reviews
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The complex problem of monetizing virtual electronic social networks
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Does sampling influence customers in online retailing of digital music?
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Journal of Management Information Systems
Are Consumers More Likely to Contribute Online Reviews for Hit or Niche Products?
Journal of Management Information Systems
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Journal of Management Information Systems
Drivers of the Long Tail Phenomenon: An Empirical Analysis
Journal of Management Information Systems
Measuring Information Diffusion in an Online Community
Journal of Management Information Systems
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How Does the Variance of Product Ratings Matter?
Management Science
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Do Vendors’ Pricing Decisions Fully Reflect Information in Online Reviews?
ACM Transactions on Management Information Systems (TMIS)
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Decision Support Systems
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The Effect of Online Consumer Reviews on New Product Sales
International Journal of Electronic Commerce
The power of eWOM: A re-examination of online student evaluations of their professors
Computers in Human Behavior
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An empirical study of information contribution to online feedback systems: A motivation perspective
Information and Management
The influence of online word-of-mouth on long tail formation
Decision Support Systems
Predicting the helpfulness of online reviews using multilayer perceptron neural networks
Expert Systems with Applications: An International Journal
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We analyze how online reviews are used to evaluate the effectiveness of product differentiation strategies based on the theories of hyperdifferentiation and resonance marketing. Hyperdifferentiation says that firms can now produce almost anything that appeals to consumers and they can manage the complexity of the increasingly diverse product portfolios that result. Resonance marketing says that informed consumers will purchase products that they actually truly want. When consumers become more informed, firms that provide highly differentiated products should experience higher growth rates than firms with less differentiated offerings. We construct measures of product positioning based on online ratings and find supportive evidence using sales data from the craft beer industry. In particular, we find that the variance of ratings and the strength of the most positive quartile of reviews play a significant role in determining which new products grow fastest in the market-place. This supports our expectations for resonance marketing.