ResearchWorks Archive
    • Login
    View Item 
    •   ResearchWorks Home
    • Dissertations and Theses
    • Business administration
    • View Item
    •   ResearchWorks Home
    • Dissertations and Theses
    • Business administration
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    The Effect of Cloud Computing on Marketing of Web-Based Services

    Thumbnail
    View/Open
    FazliSalehi_washington_0250E_19471.pdf (1.031Mb)
    Author
    Fazli Salehi, Amirreza
    Metadata
    Show full item record
    Abstract
    Cloud computing technology has changed the way web-based firms perform computation tasks. The cloud offers users on-demand computing resources over the internet where they pay only for the resources they use. Cloud computing offers unique features that can have new marketing implications. Two key features of cloud computing are studied in this dissertation: Autoscaling and Spot pricing. Autoscaling allows cloud users the ability to scale their capacity as their demand changes. Using a game theory model, I show autoscaling in cloud computing can intensify competition among entrepreneurs when the likelihood of success for entrepreneurs is high. Alternatively, I find when there is high uncertainty about success in a new market, autoscaling results in higher prices for end users. Spot pricing refers to the discounted selling of unused cloud resources. Spot resources are not guaranteed to remain available for users. The option to diversify resources across multiple pools is offered to users as a way to handle such interruptions. Modeling the effect of interruptions on the cloud providers' pricing decision, I show diversification can be chosen for low likelihood of interruption when users are highly differentiated. The findings of these studies provide clear implications for marketing decisions made by cloud users as well as cloud providers.
    URI
    http://hdl.handle.net/1773/43318
    Collections
    • Business administration [134]

    DSpace software copyright © 2002-2015  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    @mire NV
     

     

    Browse

    All of ResearchWorksCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    DSpace software copyright © 2002-2015  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    @mire NV