Firms have increasingly taken on the commitment to sustainability due to environmental and social concerns. Environmental and social sustainability can create firm value and social welfare through cost reduction and revenue growth. While indicating a desire to do more, firms face challenges while engaging with stakeholders in their supply chains – suppliers and consumers. Suppliers are key partners to achieve cost reduction while customers can be the driver for revenue growth. If firms do not overcome the challenges properly, such a win-win situation of both firms and their supply chain stakeholders may not exist. This dissertation aims to understand and suggest ways to overcome the challenges which firms and their supply chain stakeholders face while collaboratively pursuing sustainability.

In the first essay, I investigate the financial impact of a buyer-initiated supplier-focused sustainability improvement program on suppliers’ profitability. The results indicate that a supplier sustainability program may lead to short-term financial loss but long-term financial gain for suppliers, and this effect is contingent on supplier slack resources. The second essay of this dissertation focuses on the consumers and investigates their reactions to two types of firm environmental sustainability claims – sustainable production versus sustainable consumption. The results indicate that firm sustainable consumption claims increase consumers’ purchase, thus leads to larger firm sales, whereas firm sustainable production claims decrease consumers’ buying intention, then result in smaller firm sales. Therefore, I show that, contrary to extant belief, firm environmental sustainability can decrease consumers’ intention to buy. Finally, a firm may be impacted when some of its upstream or downstream stakeholders, or its own operations, are impacted by a natural disaster, which are becoming more frequent due to climate change. In the third essay I study the joint effect of market attention and donation timing on firm stock returns based on the experiences of firms who donated to the 2017 Hurricane Harvey. I conclude that neither the first donors nor the followers can mitigate the negative stock returns due to disasters. However, firms who match their donation timing with market attention experience less negative stock market returns compared to other counterparts.

Total digital media advertising spending of $72.5 billion surpassed total television Ad spending of $71.3 billion for the first time ever in 2016. Approximately $39 billion, or 54% of the digital media advertising spend, involved pre-programmed software that purchased Ads on behalf of a buyer in Real-Time Bidding (RTB) settings. A major concern for Ad buyers is sub-optimal spending in RTB settings owing to biases in the attribution of customer conversions to Ad impressions. The purpose of this research is twofold. First, identify and propose a novel experimental design and analysis plan for to handling a previously unidentified and unaddressed source of endogeneity: count/quality simultaneity bias (CQB). Second, conduct a field study using data for Ad response rates, cost, and observed consumer behavior to solve for the profit maximizing daily Ad frequency per customer. One large online retailer provided data for Ad impressions, bid costs, response rates, revenue per visit, and operating costs for 153,561 unique users over 23 days. Unique visitors were randomly assigned to one of seven treatment groups with one, two, three, four, five, and six impressions per day limits as well as a final condition with no daily impression cap. Ordinary least square models (OLS) were fit to the data and a non-linear relationship between Ad impressions and site visits demonstrating declining marginal effect of Ad impression on site visits after an optimal point. The results of the field study confirmed the existence of negative CQB and demonstrated how my novel experimental design and analysis can reduce the negative bias in the estimate of impression quantity on customer response. Second, managers interested in improving the efficiency of advertising spend should restrict display advertising to only the highest quality inventory through specific site targeting and by leveraging direct buys and private marketplace deals. This strategy ensures that subsequent impressions are not of lower quality by restricting the pool of possible impressions from a homogenous set of high quality inventory.