A Note from the Dean Welcome to the fourth edition of Research In Action, a Paul Merage School of Business at the University of California, Irvine publication. Inside you will find recent studies published by our world-renowned faculty, as well as feature articles exploring topics from outsourcing information technologies to social avatars. Our business environment is evolving rapidly and so too is the Merage School. As our focus on the realities of digital transformation intensifies, research remains one of the many qualities that sets the Merage School apart from other business schools. The caliber of research conducted and the quality of teaching delivered by our faculty are what prepare our graduates for the realities of a digitally-driven global business environment. I invite you to visit our website to view all of our faculty research and learn more about future research collaboration opportunities. Enjoy,
Eric R. Spangenberg Dean and Professor of Marketing
RESEARCH IN ACTION FALL 2017 3
