2015 Informs Annual Meeting

SA09

INFORMS Philadelphia – 2015

SA09 09-Room 309, Marriott

Despite the massive influx of mobile apps into the market, not everyone is “mobile literate.” This study uses an individual level mobile app usage dataset to examine the potential of mobile platform-based social games as training tools for mobile literacy. Results reveal that high social game app consumption increases the duration of app usage and the number of apps used. This positive spillover effect is more pronounced among users with limited mobile experiences or are in their 50s or older. 2 - Trajectory-based Mobile Advertising Beibei Li, Assistant Professor, Carnegie Mellon University, 5000 Forbes Ave, Pittsburgh, PA, 15213, United States of America, beibeili@andrew.cmu.edu, Siyuan Liu, Anindya Ghose We propose a new mobile ad strategy that leverages full information on consumers’ offline moving trajectories. To examine the effectiveness of this new mobile ad strategy, we design a large-scale randomized field experiment in a large shopping mall in Asia. We found that mobile trajectory-based ads can lead to the highest redemption probability and highest satisfaction rate from customers. 3 - Learning from your Friends’ Check-Ins: An Empirical Study of Location-Based Social Networks Liangfei Qiu, Assistant Professor, University of Florida, Department of ISOM, Gainesville, FL, United States of America, liangfeiqiu@ufl.edu, Zhan Shi, Andrew Whinston Recently, mobile applications have offered users the option to share their location information with friends. Using data from a major location-based social networking app in China, we estimate a structural model of restaurant discovery and observational learning and conduct counterfactual analysis on seeding strategies. The unique feature of repeated customer visits in the data allows us to separate observational learning from non-informational confounding mechanisms. 4 - How Does the Taxi-hailing App Improve Driver’s Efficiency? An Empirical Evidence from China’s “UBER” Kaiquan Xu, Nanjing University, 22#, Hankou Road, Nanjing, China, xukaiquan@nju.edu.cn With the Uber’s rapid development, there is no any study to assess the taxi- hailing app’s advantages and disadvantages. Using the unique dataset from the large taxi-hailing app company in China, this study finds some interesting results. Drivers can earn more 1.249 RMB when the order is acquired from the app. Our study shows that the taxi-hailing app increases the time to pick up customers. This is the first study of using the driver-level objective data to examine the taxi- hailing app’s impact. Polynomial and Nonconvex Optimization Sponsor: Optimization/Integer and Discrete Optimization Sponsored Session Chair: Daniel Bienstock, Columbia University, 500 W 120th St, New York, NY, 10027, United States of America, dano@columbia.edu 1 - Lifted Formulations for Optimization Problems with Small Width Daniel Bienstock, Columbia University, 500 W 120th St, New York, NY, 10027, United States of America, dano@columbia.edu, Gonzalo Muñoz We present polynomial-size lifted formulations for optimization problems where the intersection matrix of the constraints has bounded tree-width. For a binary problem with n variables and tree-width w, our formulation has 2wn constraints and variables, and is exact. We used this construction to obtain polynomial-size formulations for mixed-integer polynomial optimization problems of bounded width, which attain desired feasibility and optimality guarantees. 2 - Algebraic Decomposition of Polynomials by Linear and Second Order Cone Programming Amir Ali Ahmadi, Princeton University, Department of ORFE, Princeton University, Sherrerd Hall, Charlton Street, Princeton, NJ, 08544, United States of America, a_a_a@princeton.edu We present several LP/SOCP based algebraic decomposition algorithms for multivariate polynomials that can be used to solve polynomial optimization problems. SA11 11-Franklin 1, Marriott

Global Value Chains and New Organizational Architectures Sponsor: Technology, Innovation Management & Entrepreneurship Sponsored Session Chair: Saikat Chaudhuri, The Wharton School, University of Pennsylvania, 2000 Steinberg Hall-Dietrich Hall, 3620 Locust Walk, Philadelphia, PA, 19104, United States of America, saikatc@wharton.upenn.edu 1 - Collaboration Between Specialist Physicians in Multiple Countries Enabled by Information Technology Ravi Aron, Johns Hopkins University, 100, International Drive, Room 1331, Baltimore, MD, 21202, United States of America, raviaron@jhu.edu, Praveen Pathak Medical Tourism refers to patients that travel abroad for surgery. This involves collaboration between the doctor in the patient’s home country that provides ongoing care and the specialist surgeon and hospital offshore that provides the surgical services. We look at how technology plays a role in enabling collaboration between physicians internationally. We disaggregate the different elements of IT and their impact on clinical outcomes and patient satisfaction levels. 2 - Operationalizing Enterprise Architecture and Evaluating Enterprise Flexibility Alan MacCormack, Harvard Business School, Soldiers Field, Boston, MA, 02163, United States of America, amaccormack@hbs.edu We develop a network-based methodology for analyzing a firm’s enterprise architecture. We demonstrate the application of this method to the analysis of enterprise IT flexibility, using data from a large pharmaceutical firm. We show that measures of architecture derived from our methodology predict the cost of change for software applications within the firm. In particular, applications that are tightly coupled to other system components cost significantly more to change. 3 - The Voice of Ideas: Understanding Impact of Diverse Modes of Open Innovation Natalia Levina, Stern School of Business, New York University, 44 W 4th Street,, KMEC 8-78, New York, NY, United States of America, nlevina@stern.nyu.edu, Emmanouil Gkeredakis, Anne-laure Fayard Organizations are increasingly engaging in open innovation by hiring consultants and using crowdsourcing platforms in the hopes of solving their long-standing R&D problems. Yet, the impact of these diverse modes of open innovation on organizations is not well understood. The talk builds on an in-depth field study of such engagements and argues that diverse modes of sourcing ideas have very different potential for enabling organizations to learn new perspectives on their long-standing problems. 4 - Global Sourcing of Key Resources: Emerging-market Firms’ Acquisitions of Developed-Market Companies Saikat Chaudhuri, The Wharton School, University of Pennsylvania, 2000 Steinberg Hall-Dietrich Hall, 3620 Locust Walk, Philadelphia, PA, 19104, United States of America, saikatc@wharton.upenn.edu Emerging-market firms are increasingly acquiring developed-market companies to obtain high-value technology and market resources, challenging traditional paradigms. We offer a perspective that provides a more balanced focus on the role of both firm and location specific resources in the value creation of these acquisitions. Applying our conditional approach, we develop testable propositions on the distinct antecedents, processes, and outcomes of such acquisitions, as a basis for future work.

SA10 10-Room 310, Marriott Mobile and Location-Based Services

Sponsor: E-Business Sponsored Session Chair: Lei Wang, Assistant Professor, Penn State University, 440 Business Building, University Park, PA, 16802, United States of America, luw21@psu.edu 1 - The Positive Spillover Effect of Mobile Social Games on App Literacy Sang-Pil Han, Assitant Professor, Arizona State University, BA 301D, Tempe, AZ, 85287, United States of America, shan73@asu.edu, Wonseok Oh, Sungho Park, Mihyun Lee

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