Steven Shugan University of Florida

Steven Shugan

Chair

steven.shugan@warrington.ufl.edu 352-273-3276
  • Gainesville FL UNITED STATES
  • Warrington College of Business

Steven Shugan is an expert in health care and market research.

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Biography

Steven Shugan is an expert in health care and market research. His current research includes services marketing (integrating operations), metrics, entertainment marketing, advance-selling, normative methods for modeling competition, markets for evaluative information, models of selling and product policy. Steven is the McKethan-Matherly Eminent scholar and professor in the Marketing Department of the Warrington College of Business.

Areas of Expertise

Advance-Selling and other Creating Pricing Practices
Normative Methods for Modeling Competition
Competition in Health-Care Markets
Markets for Evaluative Information
Growth in Competitive Markets
Understanding Service Markets
Public vs. Private Competition
Consumer Decision-Making
Product Line Management
Entertainment Marketing
Channels of Distribution
Measuring Competition
Defensive Marketing
Bundling Services
Conjoint Analysis
Market Research
Business

Articles

Nonprofit Versus For-Profit Health Care Competition: How Service Mix Makes Nonprofit Hospitals More Profitable

Journal of Marketing Research

Jihwan Moon and Steven M Shugan

2020-03-05

This article studies the intersection between the largest U.S. industry—health care—and the $1 trillion nonprofit sector. Using analytical and empirical analyses, the authors reveal the marketing strategies helping private nonprofit hospitals achieve higher output, prices, and profits than for-profit hospitals.

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Explaining Bundle-Framing Effects with Signaling Theory

Marketing Science

Jihwan Moon and Steven M Shugan

2018-07-18

Many sellers bundle add-ons (e.g., in-flight entertainment, hotel amenities) with core services (e.g., transportation, lodging). One surprising empirical finding is that consumers often believe bundle frames provide greater value than equivalent unbundle frames ($10 > $9 + $1) despite equal all-inclusive prices. Although these context or framing effects appear irrational in isolation, the bundle-framing effect might reflect market relationships caused by underlying seller motives.

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Strategic use of product enhancements: upgrades, add-ons, extras, and accessories

Handbook of Research on New Product Development

Steven M. Shugan

2018-02-23

Although developing new products is often essential for the survival of a seller, it is very costly and risky to continuously launch new products or replace established products with new ones. Sometimes, a less risky alternative is to modify or enhance the established existing base or core product with upgrades, add-ons, extras, and accessories.

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