264. IJRM. Crypto & NFTs: Where’s the value?
May 5, 2023
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The prices and value of cryptocurrency and NFTs have swung wildly over the past few years.
Leaving many to ask, “How much is it actually worth… and why?”
Today we’re speaking with Professor Z. John Zhang. His research focuses on targeted pricing and other pricing strategies, competitive strategies, market entry and channel and retail management.
Our conversation seeks to answer this question and explores the value of cryptocurrency and NFTs from a marketing perspective and examines how collective belief influences perceived value and pricing.
Topics include:
How marketers look at value and why it’s a bit different from the way economists think it.
The greater fool theory and how it does (and doesn’t) apply to cryptocurrency and NFTs.
Why the value of a Birkin handbag might be useful when thinking about the value of an NFT.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Professor Z. John Zhang received a PhD and MA in economics from the University of Michigan, and also a PhD and MA in the History and Sociology of Science and Technology from the University of Pennsylvania. Professor Zhang is currently a Professor of Marketing and Tsai Wan-Tsai Professor at the Wharton School of the University of Pennsylvania. He is also the founding director of Penn Wharton China Center. Before Wharton, he was a faculty member at the Columbia Business School and the Ohlin School of Business of Washington University in St. Louis. Professor Zhang's research focuses on pricing strategies, channel management, CRM strategies, luxury goods, and green-lighting movie scripts. Professor Zhang has published over 50 articles in many areas of marketing mostly in top-tier academic journals, including Marketing Science, Management Science and the Journal of Marketing Research, and the coauthor of the popular book Smart Pricing: How Google, Priceline and Leading Businesses Use Pricing Innovation for Profitability.
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International Journal of Research in Marketing
Z. John Zhang