Author Archives: dellarocas

Dellarocas to deliver keynote address at Indian School of Business’s Conference on Digital Marketing

Conference on Digital Marketing Strategies

February 3-4, 2012

Indian School of Business


Professor Ravi Bapna Anindya Ghose Ramnath Chellappa
Hear from Academic Experts affiliated with SRITNE

The conference on Digital Marketing Strategies is jointly hosted by the Indian School of Business (ISB) and RightFOLIO. The academic partner of the conference is ISB’s Srini Raju Centre for IT and the Networked Economy (SRITNE).

The conference will provide a platform to discuss latest online marketing strategies using tools provided by web search engines and social networking sites. Although most of us are familiar with these tools, not everybody uses them to their full potential. This conference will shore up the learning through innovative use of cases from experienced industry professionals and research insights from internationally reputed academics. It will also focus on how to blend online marketing strategies with offline marketing and how to have a long-term plan to gain the maximum benefit out of the online effort.

The target audience is anyone interested in understanding the nuances of digital marketing and making use of them to refine their marketing strategies. We expect that the conference will be useful for CMOs or heads of digital marketing and e-commerce operations from user companies, managers looking after particular industry verticals from marketing agencies, and managers responsible for major advertising tools such as Adwords and Youtube, etc, from web search engines and social networking sites.

The participants can hope to return with an enhanced ability to fully leverage upon the potential of online social networking sites to increase their companies’ marketing impact.

Our latest paper on reputation appears at Management Science

Cooperation Without Enforcement? A Comparative Analysis of Litigation and Online Reputation as Quality Assurance Mechanisms

Yannis Bakos – NYU Stern

Chris Dellarocas – Boston University School of Management

Management Science November 2011 vol. 57 no. 11 1944-1962


Commerce depends on buyers and sellers fulfilling their contractual obligations; mechanisms inducing such performance are essential to well-functioning markets. Internet-enabled reputation mechanisms that collect and disseminate consumer feedback have emerged as prominent means for inducing seller performance in online and offline markets. This paper compares the ability of reputation and more traditional litigation-like mechanisms for dispute resolution to induce efficient economic outcomes. We use a game-theoretic formulation and derive results for their relative efficiency and effectiveness individually or as complements. We find that the popular view of reputation as an efficient and relatively costless way to induce seller effort under all circumstances is incorrect; reputation is less efficient than litigation in inducing any given level of effort. Thus, reputation improves efficiency only in settings where the high cost of litigation, insufficient damage levels, or low court accuracy induce suboptimal effort or cause market failure. When adverse selection is important, reputation helps reveal the true types of market participants, which may offset its higher cost of inducing effort. Finally, adding reputation to existing litigation mechanisms increases seller effort and may require adjusting damage awards to avoid inducing excessive effort that reduces economic efficiency.

ISR Special Issue: Social Media and Business Transformation

Sinan AralDave Godes and I are guest editing a special issue of Information Systems Research titled “Social Media and Business Transformation.”

This special issue of Information Systems Research is designed to stimulate innovative investigation of the relationship between social media and business transformation. All lenses of inquiry into the nature of this relationship are encouraged, including strategic, organizational, behavioral, economic, and technical. We welcome theoretical, analytical, and empirical (using any kind of research method, including experiments, primary data from social media logs, case studies, simulations, surveys, and so on) contributions.Submission deadline: January 15, 2012. Please see this page for complete details and submission instructions.

This promises to be an exciting event. We look forward to receiving your papers!