Learning and Acting on Customer Information: A Simulation-Based Demonstration on Service Allocations with Offshore Centers

Vol. XLVIII (February 2011), 72 –86 *Baohong Sun is Carnegie Bosch Professor of Marketing, Tepper School of Business, Carnegie Mellon University (e-mail: [email protected]). Shibo Li is Assistant Professor of Marketing, Kelley School of Business, Indiana University (e-mail: [email protected]). The authors thank participants at marketing seminars at New York University, the Wharton School at the University of Pennsylvania, Columbia University, University of Chicago, Dartmouth College, INSEAD, University of Texas at Dallas, University of Toronto, University of California at San Diego, the Biennial Marketing Science Institute Young Scholars Program, and the International Workshop on “Customer Relationship Management: Data Mining Meets Marketing” for helpful comments. The second author thanks the Center for International Business Education and Research at Indiana University for awarding a faculty research grant to support this research. The authors also thank Laurence Debo for helpful comments. Both authors contributed equally and are listed in random order. Russ Winer served as guest editor and John Hauser served as associate editor for this article. BAOHONG SUN and SHIBO LI*