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Open Access Publications from the University of California

The Paul Merage School of Business combines the academic strengths and best traditions of the University of California with the cutting-edge, entrepreneurial spirit of Orange County. The School's thematic approach to business education is: sustainable growth through strategic innovation.

Cover page of Managing in-store shopping disruptions with technology: the impact of self-service technology on consumer control and decision comfort

Managing in-store shopping disruptions with technology: the impact of self-service technology on consumer control and decision comfort

(2026)

Shoppers often encounter in-store disruptions that can undermine the shopping experience. This research examines how self-service technologies in physical retail stores can support customers in these moments by increasing perceived control and decision comfort. We further examine the moderating role of technology self-efficacy, with stronger benefits observed among customers with greater confidence in their ability to use technology. Across five studies, we demonstrate that using self-service technology to resolve in-store shopping disruptions increases perceived control, which in turn enhances decision comfort, and that this effect is stronger when technology self-efficacy is higher. Implications for theory, retail practice, and future research are provided.

Cover page of E...? O que mais? Como construir relacionamentos por meio de negociações inventivas / (AND?: How to Build Relationships through Inventive Negotiation - Portuguese)

E...? O que mais? Como construir relacionamentos por meio de negociações inventivas / (AND?: How to Build Relationships through Inventive Negotiation - Portuguese)

(2026)

Steve Jobs usou isso para fechar um acordo melhor com a The Walt Disney Company. George J. Mitchell e Mary Robinson usaram isso para ajudar a pôr fim a uma guerra de décadas na Northern Ireland. E você pode usar isso na sua vida e no seu trabalho para obter resultados melhores pelos próximos anos. “E...? O que mais? Como construir relacionamentos por meio de negociações inventivas” oferece um conjunto concreto de etapas que pode ajudar a construir relacionamentos de longo prazo, em vez de inimizades duradouras. Ricamente ilustrado com histórias reais de todo o mundo, além das contribuições mais recentes da neurociência e da economia comportamental, este livro mostra como obter mais do que a sua fatia do bolo, oferecendo as ferramentas para construir uma “fábrica de bolos”. Descubra o que negociadores de reféns e palhaços têm em comum. Como um adolescente venceu a companhia telefônica. O que é necessário para abrir caminho falando para entrar numa prisão na Bolívia, ou para sair de um campo terrorista na Colômbia. Porque você precisa lidar com suas cadeiras com cuidado na Coreia do Sul. Cada exemplo demonstra um princípio aperfeiçoado pelos autores ao longo de décadas de experiência, em tudo, de oleodutos à paz internacional. Depois que você aprender a arte e a ciência da Negociação Inventiva, você nunca mais ficará satisfeito com a barganha transacional ou com a barganha integrativa. / Steve Jobs used it to cut a better deal with Disney. George Mitchell and Mary Robinson used it to help end a decades-long war in Northern Ireland. And you can use it in your life and work to get better outcomes for years to come. AND? Inventive Negotiation provides a concrete set of steps that can help build long-term relationships instead of lasting enmity. Lavishly illustrated with real life stories from around the world, plus the latest neuroscience and behavioral economics, this book will show you how to get more than your share of the pie - it gives you the tools to build a pie factory. Learn what hostage negotiators and clowns have in common. How a teen bested the phone company. What it takes to talk your way into a prison in Bolivia, or out of a terrorist camp in Colombia. Why you need to handle your chairs carefully in Korea. Every example demonstrates a principle perfected by the authors' decades of experience in everything from oil-pipelines to international peace. Once you've learned the art and science of Inventive Negotiation, you'll never be satisfied with transactional or integrative bargaining again.

Positioning in Digital Markets: A Demand-Side View

(2026)

This paper proposes that firms’ positioning in digital markets involves offering combinations of core and peripheral product functions that add value to customers. When new entrants face demand uncertainty and seek positions that match customer needs and preferences, they draw on external market feedback, specifically customer evaluations of other products, as an input to their positioning decisions. Using data on Photo & Video mobile applications in the Apple App Store, we theorize and show that two dimensions of external market feedback—overall customer dissatisfaction and customer evaluation heterogeneity—convey distinct information about the demand environment. These cues shape whether entrants position as generalists combining multiple functions or as specialists that concentrate on a core function, as well as the extent to which they differentiate from existing competitive products. Our results show that higher customer dissatisfaction is associated with greater focus on the core function and stronger differentiation in the peripheral functions. On the other hand, higher customer evaluation heterogeneity is associated with reduced focus on the core function and greater imitation in peripheral functions. This study contributes to the emerging literature on firm strategies in digital markets by identifying external market feedback as a key driver of product variety and positioning. It also advances a demand-side view of market entry by demonstrating how entrants use broad market signals to manage demand uncertainty when choosing their initial positions. Funding: This work was supported by the INSEAD [Research & Development Funds] and the Strategic Management Society [SRF Dissertation Research Grant 2018]. Supplemental Material: The online appendices are available at https://doi.org/10.1287/orsc.2022.17112 .

Cover page of Enhancing Detection of Message Intents in a Mobile Health Smoking-Cessation Intervention Using Large Language Model Fine-Tuning, Data Downsampling, and Error Correction: Algorithm Development and Validation

Enhancing Detection of Message Intents in a Mobile Health Smoking-Cessation Intervention Using Large Language Model Fine-Tuning, Data Downsampling, and Error Correction: Algorithm Development and Validation

(2026)

Background: Although smoking-cessation aids such as support groups and nicotine replacement therapy (NRT) can help people quit, quit rates remain low. Mobile health interventions can boost accessibility and engagement, especially with NRT, but require ongoing effort to deliver timely responses. Accurate intent detection is crucial for identifying user needs and delivering timely, appropriate chatbot responses. Recent large language model advancements in natural language processing and artificial intelligence (AI) have shown promise. However, these systems often struggle with many intent categories, complex language, and imbalanced data, reducing recognition accuracy. Objective: The main goal of this study was to develop an AI tool, a large language model that could accurately detect people's message intents, despite dataset imbalances and complexities. In our application, the messages came from a smoking-cessation support-group intervention and often involved the use of NRT provided as part of that intervention. Methods: We consistently used a state-of-the-art public domain large language model, Llama-3 8B (8 billion parameters) from Meta. First, we used the model off-the-shelf. Second, we fine-tuned it on our annotated dataset with 25 intent categories. Third, we also downsampled the predominant intent category to reduce model bias. Finally, we combined downsampling with corrected human annotations, creating a cleaned dataset for a new round of fine-tuning. Results: Without fine-tuning, the model achieved unweighted and weighted F1-scores (overall performance) of 0.41 and 0.38, respectively, on the downsampled corrected test dataset, and 0.29 and 0.35 on the full test dataset. Fine-tuning improved performance to 0.77 and 0.80 on the downsampled corrected dataset, and 0.72 and 0.86 on the full dataset. Fine-tuning with downsampling attained the best F1-scores, 0.88 and 0.91 on the downsampled corrected dataset, though performance dropped on the full test dataset (0.58 unweighted, 0.66 weighted) due to the predominance of the off-topic intent category, while unweighted recall remained high (0.80). The final method combining fine-tuning, downsampling, and error correction achieved 0.86 unweighted and 0.90 weighted F1-scores on the downsampled corrected dataset, and 0.57 and 0.65 on the full dataset with unweighted recall improving to 0.82. Conclusions: Large language models performed poorly without fine-tuning, highlighting the need for domain-specific training. Even with fine-tuning, performance was limited by a highly imbalanced dataset. Downsampling before fine-tuning moderately improved performance but still left room for improvement and concerns about dataset noise. A careful review of model-human disagreement cases helped identify human annotation errors. After error correction, the method without error correction still achieved slightly higher precision and F1-score on the corrected test dataset. While error correction slightly improved recall on noisy data, automated downsampling alone may be sufficient, making manual correction a more resource-intensive option with limited added benefit.

Cover page of Corporate Strategies to Market PAX Vaporizers for Cannabis Use Under Federal Restrictions in the United States

Corporate Strategies to Market PAX Vaporizers for Cannabis Use Under Federal Restrictions in the United States

(2025)

OBJECTIVE: Legal restrictions have limited the overt marketing of cannabis and associated paraphernalia in the United States. This study assessed how one company, PAX Labs, marketed its devices for vaporizing cannabis while abiding by U.S. federal law on drug paraphernalia. METHODS: Internal documents from PAX Labs, dated January 2014 through December 2018, were accessed via the JUUL Labs Collection at University of California, San Francisco. An initial Boolean query of the collection followed by snowball sampling yielded 421 informative documents for a content analysis. Two additional sources, archived PAX webpages and political/lobbying expenditure reports, were analyzed to triangulate findings on messaging and legislative support, respectively. RESULTS: The company first marketed PAX devices for vaporizing tobacco, transitioned to marketing use for an unnamed plant material, and then promoted cannabis vaporization as U.S. state cannabis laws became more liberalized. PAX Labs carefully navigated marketing restrictions on drug paraphernalia through use of ambiguous messaging (i.e., "plant agnostic") and recruitment of cannabis-related third-party affiliates as a means of distancing the company from cannabis promotion. Although PAX Labs did not publicly or financially support U.S. state cannabis ballot measures in 2016, the company proposed to sponsor events facilitating public conversations on cannabis legalization. CONCLUSION: Strategies used by PAX Labs pose challenges for government agencies that do not have purview to regulate cannabis vaporizers that are vaguely marketed. Yet, government agencies can better assess adherence to federal law on drug paraphernalia by carefully monitoring vaporizer companies' use of ambiguous messaging, affiliate marketing, and cannabis forum sponsorship.

Cover page of When Does It Become Overkill and Exploitation?

When Does It Become Overkill and Exploitation?

(2025)

This essay is intended to foster reflection and action on the impact of the escalating changes in journal publication practices on our PhD students and junior colleagues. Based on our experiences and observations, we argue that journals, at least in management (first author) and marketing (second author) that accept empirical research, are demanding ever-increasing amounts of data, duplicative studies, and methodological elaborations for publication, and that these are having a detrimental impact on our PhD students, our junior colleagues and, ultimately, the future of our fields. We argue that expecting ever more work of our students and junior colleagues and not adequately weighing costs versus benefits is not fair nor professional.

Cover page of Supporting resolution: the impact of supervisors on workplace conflict management

Supporting resolution: the impact of supervisors on workplace conflict management

(2025)

Purpose This study aims to investigate the role of supervisors in managing workplace conflict, with a focus on introducing and empirically testing a new construct called Supervisor Conflict Management Support (SCMS). The results confirm a preliminary theory of how SCMS influences conflict resolution and organizational outcomes, including contextual factors such as conflict severity and expression norms. Design/methodology/approach This study uses survey data collected from a sample of 5,123 employees within the Federal Aviation Administration who reported experiencing workplace conflict. SCMS was measured alongside organizational constructs, including organizational commitment, conflict resolution and intent to stay. Data was analyzed using hierarchical regression and moderation analyses to test hypotheses and explore contextual effects. Convergent validity was tested using exploratory principal component analyses and was confirmed via average variance extracted tests for all constructs, whereas discriminant validity was supported through the Fornell–Larcker criterion and heterotrait–monotrait ratios. Findings The results demonstrate that SCMS significantly improves conflict resolution outcomes and enhances organizational commitment while increasing employees’ intent to stay. Moderation analyses revealed that SCMS is most effective when conflict is less severe and expression norms are open. Research limitations/implications This study focuses on supervisor conflict management in a safety-critical organization. Future research could explore different applications of SCMS and examine supervisors’ dual role as both conflict mitigators and contributors. Practical implications This study has practical implications for training managers on effective conflict management intervention and resolution strategies. Originality/value This study introduces SCMS as a novel construct and highlights supervisors’ critical role in fostering conflict resolution. By examining SCMS in a high-stakes organizational context, the findings contribute to advancing conflict management theory and offer practical insights for supervisory training that improves workplace conflict resolution.

Cover page of Racial and Ethnic Disparities in COVID-19 Treatments in the United States

Racial and Ethnic Disparities in COVID-19 Treatments in the United States

(2025)

IntroductionRacial and ethnic disparities in patient outcomes following COVID-19 exist, in part, due to factors involving healthcare delivery. The aim of the study was to characterize disparities in the administration of evidence-based COVID-19 treatments among patients hospitalized for COVID-19.MethodsUsing a large, US hospital database, initiation of COVID-19 treatments was compared among patients hospitalized for COVID-19 between May 2020 and April 2022 according to patient race and ethnicity. Multivariate logistic regression models were used to examine the effect of race and ethnicity on the likelihood of receiving COVID-19 treatments, stratified by baseline supplemental oxygen requirement.ResultsThe identified population comprised 317,918 White, 76,715 Black, 9297 Asian, and 50,821 patients of other or unknown race. There were 329,940 non-Hispanic, 74,199 Hispanic, and 50,622 patients of unknown ethnicity. White patients were more likely to receive COVID-19 treatments, and specifically corticosteroids, compared to Black, Asian, and other patients (COVID-19 treatment: 87% vs. 81% vs. 85% vs. 84%, corticosteroids: 85% vs. 79% vs. 82% vs. 82%). After covariate adjustment, White patients were significantly more likely to receive COVID-19 treatments than Black patients across all levels of supplemental oxygen requirement. No clear trend in COVID-19 treatments according to ethnicity (Hispanic vs. non-Hispanic) was observed.ConclusionThere were important racial disparities in inpatient COVID-19 treatment initiation, including the undertreatment of Black patients and overtreatment of White patients. Our new findings reveal the actual magnitude of this issue in routine clinical practice to clinicians, policymakers, and guideline developers. This is crucial to ensuring equitable and appropriate access to evidence-based therapies.