Francesca Sotgiu
Francesca Sotgiu is Assistant Professor of Marketing at HEC Paris. She holds a doctoral degree in marketing from Rotterdam School of Management, Erasmus University, the Netherlands. Her research focuses on retailing, price promotions, price wars, and eWOM.
Her work has been presented at numerous conferences and published in journals such as Journal of Marketing Research, Journal of Retailing, Journal of Product and Brand Management, International Review of Retail, Distribution & Consumer Research, Micro & Macro Marketing and Revue Française du Marketing. She is a member of the American Marketing Association, the European Marketing Academy, and the Association Française du Marketing.
Francesca Sotgiu has supervised many business projects for companies such as Airbus, Carrefour, Danone, Franprix, HollandBike, L’Oreal, GlaxoSmithKline, P&G, Roland Berger, Unilever, and VivaSanté. At HEC Paris she teaches the core Marketing course and the Marketing Models course at the Master level, and the Marketing Science course in the Ph.D. program. She has taught academic courses at the Ph.D., Master, and Bachelor level in France, Italy, and The Netherlands.
Her work has been presented at numerous conferences and published in journals such as Journal of Marketing Research, Journal of Retailing, Journal of Product and Brand Management, International Review of Retail, Distribution & Consumer Research, Micro & Macro Marketing and Revue Française du Marketing. She is a member of the American Marketing Association, the European Marketing Academy, and the Association Française du Marketing.
Francesca Sotgiu has supervised many business projects for companies such as Airbus, Carrefour, Danone, Franprix, HollandBike, L’Oreal, GlaxoSmithKline, P&G, Roland Berger, Unilever, and VivaSanté. At HEC Paris she teaches the core Marketing course and the Marketing Models course at the Master level, and the Marketing Science course in the Ph.D. program. She has taught academic courses at the Ph.D., Master, and Bachelor level in France, Italy, and The Netherlands.
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price levels in the books category among different e-tailers (pure play and multichannel) in Italy and obtained a dataset comprising 5,400 price quotes during 2002. We ran a correlation analysis that showed that e-tailer graphics, branding and trust, and shipping services are highly correlated to price levels. Moreover, we developed a regression analysis that showed that first impact attributes
like graphics and navigability are the most important drivers of online price levels. We identify some areas of future research and offer some managerial insights.
en fixent les niveaux, pour mieux envisager la concurrence entre les canaux de distribution au
detail. On a developpe un cadre conceptuel et realise une analyse empirique sur les niveaux de prix dans la
categorie des livres, aupres de differents acteurs du commerce electronique (purs et multicanaux) en Italie,
et obtenu un ensemble de donnees offrant 5 400 offres de prix en 2002. Une analyse de correlations nous a
montre que le graphisme du site, la confiance dans la marque el les services de livraison elaient fortemeni
correles au niveau de prix. En outre, une analyse de regression a indique que les attributs du premier
contact, comme le graphisme et la convivialite de navigation, sont les principaux determinants des niveaux
de prix de vente en ligne. On identifiera quelques pistes de recherches futures, avant de proposer quelques
conseils aux dirigeants.
price levels in the books category among different e-tailers (pure play and multichannel) in Italy and obtained a dataset comprising 5,400 price quotes during 2002. We ran a correlation analysis that showed that e-tailer graphics, branding and trust, and shipping services are highly correlated to price levels. Moreover, we developed a regression analysis that showed that first impact attributes
like graphics and navigability are the most important drivers of online price levels. We identify some areas of future research and offer some managerial insights.
en fixent les niveaux, pour mieux envisager la concurrence entre les canaux de distribution au
detail. On a developpe un cadre conceptuel et realise une analyse empirique sur les niveaux de prix dans la
categorie des livres, aupres de differents acteurs du commerce electronique (purs et multicanaux) en Italie,
et obtenu un ensemble de donnees offrant 5 400 offres de prix en 2002. Une analyse de correlations nous a
montre que le graphisme du site, la confiance dans la marque el les services de livraison elaient fortemeni
correles au niveau de prix. En outre, une analyse de regression a indique que les attributs du premier
contact, comme le graphisme et la convivialite de navigation, sont les principaux determinants des niveaux
de prix de vente en ligne. On identifiera quelques pistes de recherches futures, avant de proposer quelques
conseils aux dirigeants.