ECON 142CW UC Effects of Change in Technology on The Global Economy Summary

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Guidelines for Research Paper and Discussant Report
Econ 142CW Industrial Organization III
Prof. Jiawei Chen
1. Research Paper
For this course, I will accept three different types of original research papers: case study,
empirical analysis, or theoretical analysis. Your paper should have a clear link to what we cover
in this course (lectures and readings).
General Approach
(a) Focus on a common practice of modern firms
Examples: advertising, price discrimination
(b) Focus on a common feature of modern markets
Examples: role of new technology, government regulation
After choosing one of the two general approaches above, you should decide whether you want to
do a case study, an empirical analysis, or a theoretical analysis within that general approach.
(a) A Common Practice of Modern Firms
Select a firm practice that interests you. In preparation for undertaking the research, you should
evaluate the industries and major firms to which this practice appears to be important. Compare
and contrast: why is this practice more prevalent in one industry than another? Why does firm X
adopt this practice more than firm Y?
Brainstorming in this manner should lead you to some interesting research topics.
For a case study, you should examine a particular instance of this practice by a firm (or a select
group of firms) in an industry. In general, you should pick an instance where the practice raises
some public policy concerns. As you are choosing a single instance, I will expect a detailed,
micro-level analysis, along the same lines as the case studies presented in The Antitrust
Revolution.
For an empirical study, you should collect data on firms and/or industries in which these
practice occur in differing amount or form. Use the data to measure either the determinants of the
practice (what are the factors that lead firms to adopt this practice) or the impact of the practice
on firm/industry performance. An ideal paper would examine both. The main constraints would
be [1] the availability of relevant data and [2] familiarity with econometrics and econometrics
software.
For a theoretical study, you can do one of two things: you can either write a literature review
on the recent models proposed by academic economists to explain some aspect of the chosen
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firm practice or write your own model (can and most likely will be an extension of an existing
model). The first option will require you to read and synthesize quite a few academic papers,
some of which will be technical in nature. The second option will require you to gain familiarity
with the analytical tools of modern economics, including constrained optimization and game
theory.
(b) A Common Feature of Modern Markets
This approach is similar to (a) above but focuses on a market feature instead of a firm practice.
Requirements
The outline should be approximately 2-3 pages and the paper should be approximately 12-15
pages (doubled-spaced, 12-point font, and 1-inch margins).
I expect the paper to be well-written. Properly document your paper and use formal citation
practices. As a warning, I will prosecute plagiarism to the fullest extent. I do not mind you using
research or information from another source as long as you properly cite it.
A good reference on how to properly cite your sources is the MLA Handbook for Writers of
Research Papers, available in the Langson Library Reference Collection. Related information is
also available online in the MLA Formatting and Style Guide provided by Purdue Online Writing
Lab, located at:
https://owl.purdue.edu/owl/research_and_citation/mla_style/mla_formatting_and_style_guide/ml
a_formatting_and_style_guide.html.
2. Discussant Report
The discussant report involves approximately 4-5 pages (doubled-spaced, 12-point font, and 1inch margins) summarizing a case study in the textbook or a paper listed in the references in the
textbook and offering comments and suggestions to help the author improve the paper. The
purpose is to develop your ability to critically evaluate research. Your report should be precise
throughout, but don’t be afraid to have strong opinions. Avoid making superficial comments or
only summarizing the paper—your report should ideally demonstrate the depth and breadth of
your knowledge in Industrial Organization.
Include the following in your report:
A. Summary. For example:
? What are the questions and goals of the paper?
? What is the theoretical/empirical framework being used?
? What are the most interesting ideas and results?
? How do they relate and compare to other research?
B. Comments. For example:
? Are the research questions interesting?
? Are the assumptions reasonable?
? Do the results answer the stated questions?
? Are the results generalizable?
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C. Suggestions. For example:
? Are there alternative frameworks or approaches that are more suitable for the stated
questions?
? Using the present model, what other interesting questions can be answered? What other
results would you like to see?
? Are there important extensions that should be considered?
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Zhang 1
Chelsey Zhang
Professor’s Chen
Econ142cw Outline
4/27/2022
The Role of New Technology in Users Switching Intention to Firms Products: An Empirical
Study
Introduction
•
Technology has enhanced globalization and significantly influenced the way people
communicate and collaborate.
•
New technology such as social media and artificial intelligence have had significant
positive impacts on the business environment.
•
Social media for example emphasizes the need for interactions via web-based platforms
and has enhanced diversified communication which has significantly impacted
advertisement business strategies (Rubik,1).
•
Firm advertisements have shifted from the traditional mass media such as televisions that
were mainly used by the advertisement industry to new digital technologies that are more
dynamic and interactive.
•
But with the emergence of new technologies firms have also been increasingly
predisposed to cyber security threats that impact their advertisement strategies.
•
New technologies such as artificial intelligence are not only used to enhance
advertisement outcomes but also prevent data violations (Mohammed, 668).
Zhang 2
Thesis: This paper examines the role of new technology with an emphasis on social media in
influencing the consumers switching intentions.
Problem Statement
•
The traditional advertising industry was effective in meeting the needs of a
homogenous population however with the increasing diversity of people due to
globalization firms need to come up with more effective means of meeting the
needs of their consumers.
•
New technology can meet this need by encouraging innovation in the advertising
industry.
•
Advertising can only be successful if it can meet the needs of the target audience.
According to Kish, (n.p) modern economists believe that advertisement
significantly influences the consumer’s taste and brand loyalty.
•
The role of advertising is to provide consumers with information to create better
decisions on their choice of products. Thus firms have to come up with effective
advertisement strategies that will give them a competitive advantage.
Literature Review
Banking Industry
•
The banking industry is faced with significant competition that has been brought
about by the development of services such as internet banking and ATMs.
•
The has in turn challenged the advertisement strategies of the banking industry,
especially with more customers switching to the use of smartphones and virtual
setups.
Zhang 3
•
The banking industry significantly values customer loyalty since it relates to the
performance of the bank (Mousavi & Naami, 859).
•
This is because customer loyalty enhances the customer’s preferences on the
particular banking services. Companies in the banking industry such as Wells
Fargo have adopted a customer-centric culture since they recognize that the
customers play a significant role in the company’s success.
•
The company has even incorporated the use of a Net Promoter Score to be able to
understand what their customers need from them and enhance their customer
relations (Wells Fargo, n.p).
•
According to Bamfo, Dogbe & Osei (n.p) in the banking sector, customer
satisfaction with their firms is measured by how much the bank can meet the
expectations of the customers.
Hospitality Industry
•
The hospitality industry is service-oriented and is centered on market-intensive
campaigns. To enhance the operations of the hospitality industry new technologies
such as social media and virtual reality are critical (Chandra, 36).
•
Advertising helps the customer to be aware of the specific hotel services in the
hospitality industry and in creating a public image for the different hotels. Through
advertisement, hotels can be able to reach out to their potential customers and portray
their brand values by portraying a positive picture of the hotel.
•
Hilton Hotels
Zhang 4
Hilton’s hotels market its products through Instagram, Twitter, Facebook, LinkedIn, and
YouTube to advertise their brands (Social, n.p).
•
Four seasons
This is an international hotel brand that also employs the use of social media in its advertisement
strategies to be able to reach a wider market.
•
Loews Hotels
Markets their products through social media especially through Instagram.
Discussion
Determinates of adopting new technology in advertisement
•
Customer relations
•
Customer loyalty
•
Customer satisfaction
•
Stakeholder satisfaction
•
Competitive Advantage
•
Diversity in the market
Conclusion
New Technology is essential in influencing the consumers switching intentions including the
customers satisfaction.
Zhang 5
Work Cited
Bamfo, Bylon Abeeku, Courage Simon Kofi Dogbe, and Charles Osei-Wusu. “The effects of
corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the
Ghanaian banking industry.” Cogent Business & Management 5.1 (2018): 1413970.
Chandra, Mohit. “Impact of Advertising and Marketing in Hospitality Industry.” NOLEGEINJournal of Global Marketing (2020): 35-42.
Kish, Kaitlin. “Paying attention: big data and social advertising as barriers to ecological
change.” Sustainability 12.24 (2020): 10589.
Mohammed, I. A. THE INTERACTION BETWEEN ARTIFICIAL INTELLIGENCE AND
IDENTITY AND ACCESS MANAGEMENT: AN EMPIRICAL STUDY. International
Journal of Creative Research Thoughts (IJCRT), ISSN, 2320(2882), 668-671.
Mousavi, Seyyed Majid, and Abdollah Naami. “The mediating role of the brand preference in
bank advertising and brand loyalty.” Revista Publicando 5.15 (2) (2018): 858-875.
Rubik, Andrea. “The Role of Social Media in Creativity Management in Advertising
Agencies.” International Journal of E-Services and Mobile Applications (IJESMA) 14.1
(2022): 1-18.
Social Media Strategy for Hotels: Why These Brands above the Rest. Retrieved from:
https://www.socialtables.com/blog/hotel-sales/social-media-marketing-for-
hotels/?msclkid=c1288818c6cd11ec8cda2baeb0225757
Wells Fargo & Company Annual Report 2020.Retrieved from wells Fargo & Company 2020 Annual
Report (wellsfargomedia.com)
Zhang 6

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