The Discipline of Marketing seminar organiser is Marylouise Caldwell.
To RSVP for any of these seminars contact Bettina Leate.
21st Feb 2017 - 02:00 pm
Venue: Rm 5070, Level 5, Abercrombie Building (H70)
Speaker: Professor Anirban Mukherjee, Lee Kong Chian School of Business, Singapore Management University
Title: Threads of Success: New Empirical Generalisations from a Large Crowdsourcing Dataset
Abstract: We investigate a pioneering crowdsourcing website, Threadless.com, which sources t-shirt designs from a community of amateurs and independent professionals, solicits feedback on the submitted designs, and sells selected designs. Our study examines a carefully collected, novel, large scale dataset tracking over 150,000 designs, submitted by over 40,000 designers, rated 150 million times by over 500,000 users. We focus on two questions. First, what is the conventional wisdom relating to crowdsourcing success— what factors influence the selection of designs by Threadless? Second, does the conventional wisdom stand up to scrutiny—can these factors be predictably and systematically linked to commercial success? The data suggests a substantive difference between the selection criteria of Threadless and the findings from our empirical analysis. We conclude by discussing the implications of our research for designers and firms seeking to ride the crowdsourcing tide.
Bio: Professor Anirban 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 led to a publication in the Journal of Marketing Research, developed novel structural econometric models of demand and competition to measure seasonality and the dynamic release timing game in post theatrical 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 thus 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. And 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.
T +61 2 9036 9688
A light afternoon tea will be provided.
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