TQ: major revision

From the reviewer:
" I enjoyed reading this paper, and find its topic interesting. I also appreciate the approach taken by the authors, which combines an empirical study, a modelling effort and corresponding analysis, and finally managerial recommendations which are of real practical interest. I do have a few comments on the interpretation of the results in the empirical section of the paper, some assumptions in the modelling framework, and the results of the numerical section. However, if these comments could be addressed, then I believe that this paper would make a nice, comprehensive, contribution to the literature."

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