nep-mkt New Economics Papers
on Marketing
Issue of 2006‒03‒25
six papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior

  1. Theoretical and Methodological Foundations for Personality Research in the Context of Business-to-Business Relationships: the Case of Financial Services By Katrin Kull
  2. The Collective-Quality Promotion in the Agribusiness Sector: An Overview By Stephan Marette
  3. Commercializing Small Farms: Reducing Transaction Costs By Prabhu Pingali; Yasmeen Khwaja; Madelon Meijer
  4. Transaction Costs, Institutions and Smallholder Market Integration: Potato Producers in Peru By Irini Maltsoglou; Aysen Tanyeri-Abur
  5. Newspapers’ market shares and the theory of the circulation spiral By Jean, GABSZEWICZ; P.G., GARELLA; N., SONNAC
  6. Piracy and competition By Paul, BELLEFLAMME; Pierre, PICARD

  1. By: Katrin Kull (School of Economics and Business Administration, Tallinn University of Technology)
    Abstract: The current study defines the platform for approaching the subject of marketing financial services to businesses. The relationship between a financial institution and its business customer has been analyzed in the framework of relationship marketing. The author proposes that there are multiple models within the satisfaction process, which are moderated by product, person and situational factors. While reviewing the history and current trends of marketing financial services to businesses, the author claims that it would be most useful to be aware of metatheoretical positions and cross-examine the already existent data in order to develop the concepts instead of coming up with new approaches. Theories of personality research have been gone through to study the foundations of the self, role and identity, whereby the author comes to the conclusion that the theories lead us to a set of broad dimensions that characterize individual differences and that can be measured in a reliable way, but the „why“ of personality is something else. After conducting an interviews-based research, there would be good grounds for further discussion of the subject.
    Keywords: marketing, financial services, relationship, business-to-business relationship, relationship marketing, marketing financial services to businesses, personality research
    JEL: M19 M39
    Date: 2005
  2. By: Stephan Marette (Center for Agricultural and Rural Development (CARD))
    Abstract: This paper reviews the economic effects of collective-quality promotion through a survey of the recent literature devoted to common labeling and professional groups. Benefits and costs of common labeling and professional groups for improving quality are detailed. Some empirical facts are presented, mainly focusing on some European examples, since many European countries have a long history of producer-owned marketing programs. This paper shows that in some cases the collective-quality promotion can be a successful strategy for firms/farmers.
    Keywords: collective-quality promotion; labeling; marketing organization; quality signals
    Date: 2005–10
  3. By: Prabhu Pingali (Agricultural and Development Economics Division, Food and Agriculture Organization); Yasmeen Khwaja; Madelon Meijer (Agricultural and Development Economics Division, Food and Agriculture Organization)
    Abstract: Broad changes are taking place in agrifood systems worldwide. These changes are driven by economic development, increase in per caput incomes, changing technology and urbanization. Consumers are changing their dietary preferences and shopping habits, resulting in substantial organizational and institutional changes throughout the food marketing chain. Growing concentration at all levels is taking place, particularly in the retail sector, and private sector standards for food quality and safety are proliferating. Increasingly exchange is arranged through the use of contracts. These changes have significant implications for growth, poverty and food security. For the small farmer in particular there are difficulties to meet the standards and contractual requirements. They are faced with a new set of transaction costs that emerge from dealing with a food system characterized by different rules, regulations and players. Increased transactions costs deter entry of small farmers into the market. This paper looks at required interventions aimed at reducing transaction costs to encourage increased farmer participation in competitive markets.
    Keywords: Food systems, Agricultural commercialization, Transaction costs, Small farmers, Policy.
    JEL: Q13 Q18 D23
    Date: 2005
  4. By: Irini Maltsoglou; Aysen Tanyeri-Abur
    Abstract: The paper analyses the impacts of transaction costs on the degree of household market integration using survey data collected from smallholder potato farmers located in the Peruvian Andes. The analysis focuses on the impacts of transaction costs differentiated as information, negotiation and monitoring costs. Two proxies are used to measure the degree of market integration of households, namely quantity sold in the market and sales in large markets. The results show that, in addition to transport costs and market prices, information, negotiation and monitoring costs affect market integration. The study reinforces previous results and sheds light on possible policy options to support smallholders in improving their access to national and global markets.
    Keywords: Household behavior, family economics, Organizational behavior, Transaction costs, Property rights, Micro analysis of farm firms, Farm households, and Farm input markets, Agricultural markets, marketing.
    JEL: D1 D23 O12 O13
    Date: 2005
  5. By: Jean, GABSZEWICZ (UNIVERSITE CATHOLIQUE DE LOUVAIN, Center for Operations Research and Econometrics (CORE)); P.G., GARELLA; N., SONNAC
    Abstract: We consider a model of daily newspapers’ competition to test the validiity of the so called “theory of the circulation spiral”. According to it, the interaction between the newspapers and the advertising markets drives the newspaper with the smaller readership into a vicious circle, finally leading it to death. In a model with two newspapers, we show that, contrary to this conjecture, the dynamics envisaged by the proposes of the theory, does not always lead to the elimination of one of them.
    Date: 2005–11–14
  6. By: Paul, BELLEFLAMME (UNIVERSITE CATHOLIQUE DE LOUVAIN, Center for Operations Research and Econometrics (CORE)); Pierre, PICARD
    Abstract: The effects of (private, small-scale) piracy on the pricing behavior of producers of information goods are studied within a unified model of vertical differentiation. Although information goods are assumed to be perfectly differentiated, demands are interdependent because the copying technology exhibits increasing returns to scale. We characterize the Bertrand-Nash equiliria in a duopoly. Comparing equilibrium prices to the prices set by a multiproduct monopolist, we show that competition drives prices up and may lead to price dispersion. Competition reduces total surplus in the short run but provides higher incentives to create in the long run.
    Keywords: Information goods; piracy; copyright; pricing
    JEL: L13 L82 L86 K11 O34
    Date: 2005–09–30

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