Value of Stars on Broadway: A Case Study
| Autor: | Kyle D. S. Maclean |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Marketing
Metaphor media_common.quotation_subject 05 social sciences Advertising Management Science and Operations Research Entertainment Stars Service experience Modeling and Simulation 0502 economics and business Value (economics) 050211 marketing Sociology Business and International Management Element (criminal law) 050203 business & management media_common |
| Zdroj: | Service Science. 13:77-87 |
| ISSN: | 2164-3970 2164-3962 |
| DOI: | 10.1287/serv.2021.0273 |
| Popis: | Highly qualified employees are a critical element of a service experience. Utilizing the theatre metaphor, we showcase a method to value these employees with a case study on Broadway. Using a novel data set that includes Broadway show revenues, private expense data, and actor usage, our case study shows that stars were associated with increased revenues in the weeks they were present. However, after taking into account their effects on surrounding weeks’ revenues, their impact was significantly less. After accounting for the costs of hiring a star, we estimate a positive but not statistically significant impact on profit. We discuss managerial implications for designers of service experiences. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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