nep-mkt New Economics Papers
on Marketing
Issue of 2006‒12‒04
four papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior

  1. Comparative Advante and Efficient Advertising in the Attention Economy By Huberman, Bernardo; Wu, Fang
  2. Valuing Beach Access and Width with Revealed and Stated Preference Data1 By John C. Whitehead; Christopher F. Dumas; Jim Herstine; Jeffery Hill; Bob Buerger
  4. E-Governance of Universities: A Proposal of Benchmarking Methodology By Raposo, Mario; Leitao, Joao; Paco, Arminda

  1. By: Huberman, Bernardo; Wu, Fang
    Abstract: We analyze the problem that enterprises face when having to decide on the most effective way to advertise several items belonging to their inventories within the company’s webpages. We show that the ability to arbitrarily partition a website among items leads to a comparative advantage among webpages which can be exploited so as to maximize the total utility of the enterprise. This result, which also applies to the case of several competitive providers, is then extended to dynamical scenarios where both the advertising allocation and the exposure levels vary with time.
    Keywords: attention economy; comparative advantage; advertising
    JEL: M3 M37
    Date: 2006–11–03
  2. By: John C. Whitehead; Christopher F. Dumas; Jim Herstine; Jeffery Hill; Bob Buerger
    Abstract: In this paper we present results from a study of recreation demand of southern North Carolina beaches. We combine revealed preference and stated preference data in order to estimate the changes in recreation demand that might occur with beach nourishment and parking improvements necessary to satisfy the requirements for US Army Corps of Engineers cost-share. We illustrate the numerous ways that hypothetical bias in contingent behavior data can lead to increases in the estimates of the economic benefits of recreation and recreation quality improvement. Hypothetical bias affects the number of trips and slope coefficients. Hypothetical bias does not affect elasticity or consumer surplus per trip estimates. When the product of trips and consumer surplus per trip is taken to estimate consumer surplus per season, hypothetical bias leads to upwardly biased seasonal consumer surplus estimates. These results suggest that stated preference recreation demand data, in isolation, is suitable for estimation of consumer surplus per trip but not consumer surplus per season.
    JEL: Q51
    Date: 2006
  3. By: Luis Claudio Kubota
    Date: 2006
  4. By: Raposo, Mario; Leitao, Joao; Paco, Arminda
    Abstract: This paper aims to provide a benchmarking proposal related to the area of e-governance of universities. An e-governance tool is proposed in order to disseminate both the mission and the institutional culture of each University into a formal scheme of benchmarking tools. A brief review of the literature related to e-governance models is made in order to justify the importance of e-business practices in universities. Some studies developed in the field of benchmarking in the universities were also selected, using different methodologies. Through the analysis of the most relevant studies, a set of indicators was built in order to evaluate the benchmark related to e-governance. In what concerns the electronic governance of universities the benchmark comes from the development of a manual of benchmarking that comprises new evaluation and control areas of the performance of universities, in terms of their contribution for the development of the regions where they are located. The creation of a manual of benchmarking applied to universities, is proposed. In order to validate, or even to improve the manual, it’s necessary to test it not only in universities, but also in other related stakeholders that take part of the institutional networks of universities. Once implemented, the proposed benchmark provides a better way to evaluate the current practices and to identify the best practices. It could also improve the performance of universities in what concerns the e-governance systems.
    Keywords: Benchmarking; E-Governance; University.
    JEL: M1
    Date: 2006–10–16

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