Papers by Jacob Goldenberg
GfK Marketing Intelligence Review
Most analyses of the social structure of a network implicitly assume that the relationships in th... more Most analyses of the social structure of a network implicitly assume that the relationships in the network are relatively stable. We present evidence that this is not the case. The focal network of this study grew in bursts rather than monotonously over time, and the bursts were highly localized. Links were added and deleted in nearby localities and are not randomly dispersed throughout the network. Also changes in structure lead to simultaneous changes in self-stated interests of its members. For SNA marketing applications the findings suggest interesting improvements. Local bursts around a seed can change the structure of the network dramatically and therefore a marketer’s influence and his chances of success. Therefore, network measurements should be carried out more frequently and closer to the actual implementation of a seeding campaign. To detect these abrupt, dramatic local changes marketers also use a finer resolution. Further, recommendation algorithms that simultaneously a...
Journal of the Association for Consumer Research
Journal of Marketing Research
This article examines the popular marketing practice of interdependent ideation, whereby firms so... more This article examines the popular marketing practice of interdependent ideation, whereby firms solicit ideas from customers through online platforms that enable customers to be exposed to or “inspired” by other customers’ ideas when generating their own. Although being exposed to others’ ideas means that customers are “connected” (at least implicitly) in a communication network that facilities the flow of ideas, the effect of network structure on individual innovativeness has not been considered in this context. The authors examine how, when, and why network structure—specifically, the clustering, or interconnectivity, of one's “inspirations” (other customers)—affects the innovativeness of individual customers’ product/service ideas in ideation tasks. Across five experiments, the authors show that (1) higher clustering/interconnectivity negatively affects the innovativeness of a customer's ideas; (2) this effect occurs because idea inspirations are more likely to be similar ...
Marketing Metaphors and Metamorphosis, 2008
Marketing Science, Dec 2, 2009
ABSTRACT Firms often possess penetration data, allowing them to generate adoption curves and fore... more ABSTRACT Firms often possess penetration data, allowing them to generate adoption curves and forecasting. However, sales data disclose nothing of how many people consider yet eventually decline to adopt a new product. These individuals are termed rejecters. For a firm, rejecters represent “lost opportunities,” highlighting the marketing mix’s inefficiencies. Although usually unobserved, rejecters leave traces on the adoption pattern by diminishing the pool of potential adopters. In this paper, we introduce a model for estimating rejection growth, based on observed adoption data. Using data on adopters and rejecters for four software products, we find a fairly high proportion of rejecters. We also find negative forces are stronger than positive ones in driving rejection growth. These findings suggest marketing-plan evaluations should include rejecter estimations to avoid erroneous decisions. Study 1 validates our model and its accuracy in estimating the rejection growth, demonstrating greater than 90% accuracy on average. Study 2 tests the model’s ability to forecast rejection growth rates.
... because of measurement problems, models that are based on individual-level theory are examine... more ... because of measurement problems, models that are based on individual-level theory are examined ... The complexity of the marketing environment, in which so many consumers and merchants interact, points to Cellular Automata as an essential tool for marketing ...
Corr, Jun 17, 2009
The Internet revolution has made long-distance communication dramatically faster, easier, and che... more The Internet revolution has made long-distance communication dramatically faster, easier, and cheaper than ever before. This, it has been argued, has decreased the importance of geographic proximity in social interactions, transforming our world into a "global village" with a "borderless society". We argue for the opposite: while technology has undoubtedly increased the overall level of communication, this increase has been most pronounced for local social ties. We show that the volume of electronic communications is inversely proportional to geographic distance, following a Power Law. We directly study the importance of physical proximity in social interactions by analyzing the spatial dissemination of new baby names. Counterintuitively, and in line with the above argument, the importance of geographic proximity has dramatically increased with the internet revolution.
Marketing Science the Marketing Journal of Informs, May 1, 2010
In this article, we showed the results of our study on the saddle phenomenon by an analytical mod... more In this article, we showed the results of our study on the saddle phenomenon by an analytical model of two markets-early and mainstream-and the relationships between them. This model creates a growth pattern wherein a saddle can be discerned. We tested this model empirically on seven product categories, and in only one (cell phones) was a clear saddle not observed whose length was at least one year. Moreover, of the six remaining products, the partial communication break model of the dual market succeeded in explaining clearly the dropoff in sales in four categories: PCs, VCRs, video games, and cordless phones. Of the two remaining categories (CD players and answering machines), a dual market was observed, yet the model did not yield a dropoff in sales, but rather a clear delay in the adoption process.
Creativity in Product Innovation, 2002
Creativity in Product Innovation, 2002
Wiley International Encyclopedia of Marketing, 2010
SSRN Electronic Journal, 2000
... Facebook). Here we define links between nodes based on the direct activity between them (eg, ... more ... Facebook). Here we define links between nodes based on the direct activity between them (eg, visits) rather than by pointers such as membership in address books. (Trusov,Bodapati and Bucklin, 2008a). Importantly, a pointer ...
Harvard business review, 2003
Most new product ideas are either uninspired or impractical. So how can developers hit the innova... more Most new product ideas are either uninspired or impractical. So how can developers hit the innovation sweet spot--far enough from existing products to attract real interest but close enough that they are feasible to make and market? They can apply five innovation patterns that manipulate existing components of a product and its immediate environment to come up with something both ingenious and viable, say the authors. The subtraction pattern works by removing product components, particularly those that seem desirable or indispensable. Think of the legless high chair that attaches to the kitchen table. The multiplication pattern makes one or more copies of an existing component, then alters those copies in some important way. For example, the Gillette double-bladed razor features a second blade that cuts whiskers at a slightly different angle. By dividing an existing product into its component parts--the division pattern--you can see something that was an integrated whole in an entir...
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Papers by Jacob Goldenberg