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JM Webinar Series: Insights for Managers

Join us for an upcoming webcast of authors sharing research insights from their recently published Journal of Marketing articles. We encourage you to invite your colleagues, students, and managerial colleagues that might be interested in these topics.

Date: March 7, 2019 

Time: 1:00 PM – 2:00 PM (Eastern)

Topics and Authors:   

“Paywalls: Monetizing Online Content”

  • Presenters: Adithya Pattabhiramaiah (Georgia Institute of Technology) and S. Sriram (University of Michigan)
  • Summary: With the rise of free digital media and user-generated content, traditional newspapers and magazines were supposed to die. A funny thing happened on the way to extinction: Many are more alive than ever, thanks to their savvy embrace of digital channels and implementation of paywalls. A new study in the Journal of Marketing examines the issue of paywalls to understand how they are deployed, how they impact engagement, and what effect they have on offline (print) subscriptions. Listen to learn more about paywalls and how the New York Times managed this digital strategy.
  • Read the full article


“Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early Stage Technologies”

  • Presenters: Sven Molner (University of London), Jaideep Prabhu (University of Cambridge), and Manjit Yadav (Texas A&M University)
  • Summary: Venture capitalists are constantly on the prowl for new startups to invest in, and research labs are their hunting grounds. A new study in the Journal of Marketing explores the process of market scoping for early-stage technologies—a critical, but underexplored marketing challenge of science commercialization. This research describes why manager adoption of a “market ambiguity acceptance” mindset is associated with more successful commercialization and investments. Listen to learn more.
  • Read the full article

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Webcasts On-Demand

Go to the Journal of Marketing​​​

Adithya Pattabhiramaiah

Assistant Professor of Marketing, Scheller College of Business, Georgia Institute of Technology

S Sriram

Associate Professor of Marketing, Ross School of Business, University of Michigan

Sven Molner

Assistant Professor of Marketing, Goldsmiths, University of London

Jaideep Prabhu

Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise, Cambridge Judge Business School, University of Cambridge

Manjit S. Yadav

Professor of Marketing and Macy’s Foundation Professor, Mays Business School, Texas A&M University

Page Moreau

Coeditor, Journal of Marketing

JM Webinar Series: Insights for Managers