Knowledge Creation

Research & Publications

Knowledge Creation

Research &

The Center facilitates leading, state of the art research from our faculty across various disciplines and schools at Penn. The research influences critical areas of the retailing industry, including supply chain, e-commerce, and mobile technology. 


Research from Baker and First Insight

New research from First Insight and the Wharton Baker Retailing Center reveals a disconnect between retail executives and consumers in regard to shopping preferences — especially sustainably produced goods.

The survey found that a “profound sustainability knowledge gap exists between these two cohorts, which presents opportunities for retailers not only to bolster their reputations and enhance consumer loyalty but also to increase profits.” The crux of the findings is that retailers “were surprised to learn that consumers are willing to spend more for sustainable brands.”


J.Liu and J.Zhang, forthcoming, Journal of Economics & Management Strategy

Faculty Research

The Center works to translate retail business challenges into research projects to generate insight for the retailing industry.

Nancy P. Rothbard, Lakshmi Ramarajan, Ariane Ollier-Malaterre,

Serenity S. Lee

How Evaluation of Colleagues’ Disclosure, Gender, and Rank Shape Personal/Professional Boundary Blurring Online

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Gerard P Cachon, Tolga Dizdarer, Gerry Tsoukalas

Decentralized or Centralized Control of Online Service Platforms: Who Should Set Prices?

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Saerom Lee

The Myth of the Flat Start-up: Reconsidering the Organizational Structure of Start-ups

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Industry Research

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Keep Shopping: Why The Wayfair Ruling Won’t Hurt Sales

Influencing The Influencers: Using Social Media To Find Top Customers

Why Customer Retention Lies At The Heart Of Corporate Valuation