Steven Shugan
Chair | University of Florida
Gainesville, FL, UNITED STATES
Steven Shugan is an expert in health care and market research.
Biography
Steven Shugan is an expert in health care and market research. His current research includes services marketing (integrating operations), metrics, entertainment marketing, advance-selling, normative methods for modeling competition, markets for evaluative information, models of selling and product policy. Steven is the McKethan-Matherly Eminent scholar and professor in the Marketing Department of the Warrington College of Business.
Areas of Expertise (17)
Advance-Selling and other Creating Pricing Practices
Normative Methods for Modeling Competition
Competition in Health-Care Markets
Markets for Evaluative Information
Growth in Competitive Markets
Understanding Service Markets
Public vs. Private Competition
Consumer Decision-Making
Product Line Management
Entertainment Marketing
Channels of Distribution
Measuring Competition
Defensive Marketing
Bundling Services
Conjoint Analysis
Market Research
Business
Articles (3)
Nonprofit Versus For-Profit Health Care Competition: How Service Mix Makes Nonprofit Hospitals More Profitable
Journal of Marketing ResearchJihwan Moon and Steven M Shugan
2020-03-05
This article studies the intersection between the largest U.S. industry—health care—and the $1 trillion nonprofit sector. Using analytical and empirical analyses, the authors reveal the marketing strategies helping private nonprofit hospitals achieve higher output, prices, and profits than for-profit hospitals.
Explaining Bundle-Framing Effects with Signaling Theory
Marketing ScienceJihwan Moon and Steven M Shugan
2018-07-18
Many sellers bundle add-ons (e.g., in-flight entertainment, hotel amenities) with core services (e.g., transportation, lodging). One surprising empirical finding is that consumers often believe bundle frames provide greater value than equivalent unbundle frames ($10 > $9 + $1) despite equal all-inclusive prices. Although these context or framing effects appear irrational in isolation, the bundle-framing effect might reflect market relationships caused by underlying seller motives.
Strategic use of product enhancements: upgrades, add-ons, extras, and accessories
Handbook of Research on New Product DevelopmentSteven M. Shugan
2018-02-23
Although developing new products is often essential for the survival of a seller, it is very costly and risky to continuously launch new products or replace established products with new ones. Sometimes, a less risky alternative is to modify or enhance the established existing base or core product with upgrades, add-ons, extras, and accessories.
Media
Publications:
Documents:
Photos:
Videos:
