{"id":4799,"date":"2024-09-19T00:00:00","date_gmt":"2024-09-19T03:00:00","guid":{"rendered":"https:\/\/www.ufrgs.br\/gpmc\/?p=4799"},"modified":"2024-09-19T14:08:46","modified_gmt":"2024-09-19T17:08:46","slug":"gpmc-research-seminar-9","status":"publish","type":"post","link":"https:\/\/www.ufrgs.br\/gpmc\/gpmc-research-seminar-9\/","title":{"rendered":"GPMC Research Seminar"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n\n<p>Next week, on Thursday (26th), the Group will be hosting Professor Dr. Marcos In\u00e1cio Severo de Almeida, who will discuss the topic &#8220;Classical and non-simultaneous pathways in the online sales funnel: strength and duration of the effects of cross- and up-selling.&#8221; As usual, the conversation will take place in a hybrid format, via Zoom video conference and in person in Room CEPA of the university&#8217;s School of Administration. The meeting will begin at 9 AM.<\/p>\n\n\n\n<p>Now, a summary of the discussion brought by Severo:<\/p>\n\n\n\n<p>Consumers undertake different journeys in an online sales funnel when purchasing for products. Lower and higher states refer to different sections of the funnel and the existent literature is dispersed around different frameworks and keywords, structured around isolated stages, instead of providing a complete picture of all states of the sales funnel. We compare classical simultaneous versus alternative non-simultaneous dynamic pathways and disentangle the sequence (or simultaneity) of product and sales strategies, customer and sales agent sentiments that lead to interaction, sales conversions, and sales revenues. We additionally identify the cumulative magnitude of product bundling, cross-selling and up-selling strategies in different states of the sales funnel and the fraction of the performance variance that is attributed to changes in sales strategies and customer and sales agent sentiment variables. The main results show how sales agent sentiment drives more sales strategies. They also reveal cumulative effects for sales strategies that reach up to .70%, the asymmetrical relationship between cross-selling and up-selling inside the sales funnel and indicate the suitability of simultaneous or non-simultaneous structures at different states of the funnel. The implications are particularly important for marketing performance research.<\/p>\n\n\n\n<p>Meeting Link:&nbsp;<a href=\"https:\/\/mit.zoom.us\/j\/92825888029\">https:\/\/mit.zoom.us\/j\/92825888029<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Next week, on Thursday (26th), the Group will be hosting Professor Dr. Marcos In\u00e1cio Severo de Almeida, who will discuss[&#8230;]<\/p>\n","protected":false},"author":23,"featured_media":4805,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"_links":{"self":[{"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/posts\/4799"}],"collection":[{"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/comments?post=4799"}],"version-history":[{"count":2,"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/posts\/4799\/revisions"}],"predecessor-version":[{"id":4807,"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/posts\/4799\/revisions\/4807"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/media\/4805"}],"wp:attachment":[{"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/media?parent=4799"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/categories?post=4799"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ufrgs.br\/gpmc\/wp-json\/wp\/v2\/tags?post=4799"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}