Research examines the benefits of omni-channel marketing.
Tuck assistant professor Santiago Gallino and coauthors David Bell of the Wharton School of Business and Antonio Moreno of the Kellogg School of Management recently won the "Overall Best Paper” award at December’s Workshop on Information Systems and Economics (WISE) in Auckland, New Zealand.
The researchers beat out more than 150 submissions from around the world with their paper, “Inventory Showrooms and Customer Migration in Omni-Channel Retail: The Effective of Product Information.” The paper examines how 21st-century businesses ensure their greatest chance of success by maximizing on- and offline channels, regardless of whether they began as a brick-and-mortar or web presence.
“This conference, unlike many others, requires you to submit the entire paper and not just an abstract, which raises the stakes,” said Gallino, whose paper previously won the Production and Operations Management Society’s POMS Applied Research Challenge. “To have the relevance and novelty of our research recognized like this makes us enormously proud and inspired to continue our work.”
“As omni-channel marketing is being adopted by a wide variety of firms across many industries, issues related to inventory management have become even more critical,” said WISE co-chair Anindya Ghose, a professor at New York University’s Stern School of Business. “Addressing this real-world situation using very rigorous scientific methods, their paper provides actionable insights to managers on a very pertinent problem.”
Billed as the premier invitational research forum for the discussion of information systems issues through the lens of economics, WISE’s stated purpose is to task researchers to use state-of-the-art methodologies to improve the understanding of a rapidly changing, hyper-connected and digitized world.