コ ウリ

Reward programs offer rewards, and with further progression toward these rewards, customers become more motivated. This acceleration is called a reward gradient. This study proposes prospect theory as the underlying mechanism of the reward gradien...

Firms are increasingly engaging in alliances, and managers need to set strategic priorities for their alliance portfolios. This study defines the relative priority firms place on specific types of alliances over others (i.e., strategic alliance em...

Customers make more of an effort the closer they are to earning rewards. Our study examined how this effect might be moderated with differently described rewards when temporal distance differs. For benefits of varying descriptions, we applied the ...