University of Illinois Springfield MBA Program

Stock repurchases (firms buying back their own stocks) can create value for shareholders, but they may also carry unintended strategic costs. A new research study co-authored by Yuan Wen, Assistant Professor in the College of Business and Management at the University of Illinois Springfield, highlights an important trade-off: firms that prioritize stock buybacks may inadvertently weaken their marketing capabilities, which can ultimately hurt long-term firm performance. The effect appears even more pronounced in highly competitive markets, where strong marketing capabilities are essential for sustaining competitive advantage.

For managers, the message is clear: financial decisions should not come at the expense of investments that build customer relationships, brand equity, and market capabilities. Sustainable performance requires balancing short-term financial objectives with long-term strategic investments.

This study published in reputed European Journal of Marketing, and you can access the full paper here: https://www.emerald.com/ejm/article-abstract/58/10/2358/1230579/The-dark-side-of-stock-repurchases-do-they-affect?redirectedFrom=fulltext

A recent research study co-authored by Md Rasel Al Mamun, Assistant Professor in the College of Business and Management at the University of Illinois Springfield, explores what motivates users to continue using conversational AI tools such as chatbots and virtual assistants. The findings, published in the Journal AIS Transactions on Human-Computer Interaction, reveal that users remain engaged with conversational AI not only because it helps them accomplish tasks effectively and efficiently (functional value), but also because they develop a sense of emotional connection and attachment to these technologies (emotional value).

For businesses developing or implementing conversational AI, this study suggests that long-term adoption of such tools depends primarily on delivering reliable, valuable, and high-performing AI experiences while also creating interactions that foster trust, comfort, and a positive emotional connection with users.

You can access the paper here: https://aisel.aisnet.org/thci/vol17/iss1/1/