The study, published in the INFORMS journal Marketing Science, examined how delivery speed affects consumer decision-making and the structure of local markets. “Our findings challenge the common assumption that faster delivery simply intensifies rivalry,” said Chaewon Seol of Purdue University, one of the study’s authors. “For platforms and marketing decision-makers, understanding the dual role of delivery speed is essential,” said Sara Valentini of Bocconi University. Subject of Research: Consumer impatience, delivery speed, technological innovation, consumer choice and market structureArticle Title: Consumer Impatience, Technological Innovation, and Market StructureNews Publication Date: Aug. 3, 2026Web References: https://pubsonline.informs.org/doi/10.1287/mksc.2024.0885References: Seol, Chaewon; Rossi, Federico; Valentini, Sara; and Montaguti, Elisa. DOI: 10.1287/mksc.2024.0885Keywords: Consumer impatience, delivery speed, online shopping, pizza delivery, market competition, technological innovation, pricing, consumer behavior, e-commerce, platform economics