P. K. Kannan is the Dean's Chair in Marketing Science at the Robert H. Smith School of Business at the University of Maryland. His main research focus is on marketing modeling, applying statistical and econometric methods to marketing data. His current research stream focuses on attribution modeling, media mix modeling, new product/service development and customer relationship management (CRM).
Consumers love free samples, discounts and trial versions. When done right, the marketing strategy hooks customers and steers them toward paid options. But new research from the University of Maryland’s Robert H. Smith School of Business shows why giving stuff away sometimes backfires.
Maryland Smith's Xian Gu, P.K. Kannan and Liye Ma, have been selected as a finalist for the 2018 Marketing Science Institute/H.
P.K. Kannan's paper, “The Informational Value of Social Tagging Networks,” has been selected as a finalist for the 2019 Sheth Foundation/Journal of Marketing Award. This award honors the best article published in the Journal of Marketing that has made long-term contributions to the field of marketing. An article will be eligible for consideration to receive this award in the fifth year after its publication.
The 2018 Marketing Research Productivity Lists, which track top individual and institutional contributors to the premier journals, show that the University of Maryland jumped to the second spot on the premier AMA journals list. Maryland also entered the top five institutions on the premier journals list. It is the first public university to be in the top five since 2015 and the first U.S.-based public university since 2013.
SMITH BRAIN TRUST – The University of Maryland’s Robert H. Smith School of Business proudly presents its 16th annual Summer Reading List for Business Leaders, as recommended by faculty and staff. The 2019 edition covers history, politics, leadership and even strategies for staying focused in a volatile, fast-paced world.
Deloitte hosted seven faculty affiliates of the Smith Analytics Consortium for a meeting of the minds on Jan. 31, 2019, at the company’s Greenhouse in Washington, D.C.
You’ve seen the promotional offers. “Try before you buy.” Your first week, your first month or first audiobook is free.
The companies who offer these trial freebies, embracing the so-called freemium business model, do so with the hope that they will convert you into a full-fledged paying customer. And in the digital economy, there are a lot of companies embracing free – Spotify, Dropbox, Hulu and The New York Times are examples.
SMITH BRAIN TRUST – Amazon.com last year abandoned an AI recruiting tool that it had built, after the company’s machine-learning experts discovered the tool was discriminating against female job applicants.
SMITH BRAIN TRUST – Cutting the cord with your cable company was supposed to make your life simpler – and a little cheaper.
No longer would you be paying for loads of channels you never watch. You would have all the entertainment you could ever want from a single streaming service: Netflix. Or maybe two: Amazon Prime. Or three: Hulu. Or four: Because you can’t not have HBO.
Skeptics pushed back in 1998 when marketing professor P.K. Kannan introduced a digital content revenue model at the University of Maryland’s Robert H. Smith School of Business. “This is pure science fiction,” one peer reviewer wrote. “This is so futuristic that it doesn’t have any basis in reality.”
