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on Marketing |
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Issue of 2009‒03‒28
sixteen papers chosen by Joao Carlos Correia Leitao Technical University of Lisbon |
| By: | Fok, D.; Paap, R.; Franses, Ph.H.B.F. (Erasmus Econometric Institute) |
| Abstract: | We put forward a brand choice model with unobserved heterogeneity that concerns responsiveness to marketing efforts. We introduce two latent segments of households. The first segment is assumed to respond to marketing efforts while households in the second segment do not do so. Whether a specific household is a member of the first or the second segment at a specific purchase occasion is described by household-specific characteristics and characteristics concerning buying behavior. Households may switch between the two responsiveness states over time. When comparing the performance of our model with alternative choice models that account for various forms of heterogeneity for tree different datasets, we find better face validity of our parameters. Our model also forecasts better. |
| Keywords: | marketing-instrument effectiveness;heterogeneity;multinomial probit;mixtures |
| Date: | 2008–08–21 |
| URL: | http://d.repec.org/n?u=RePEc:dgr:eureir:1765013051&r=mkt |
| By: | Franziska Rumpel (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg); Michael Knuth (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg); Micheal Schaefer (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg) |
| Abstract: | Some customers are loyal to their favorite brands, others easily switch between them. A new technique is available to assess differences in brand related behavior. We assume that price and brand-conscious participants show nearly the same activations in emotionally associated brain areas. Price-conscious participants also show an activation of cognitive associated regions. We employed functional magnet resonance imaging during a preference judgment task for fast mov-ing consumer goods. We discuss the results with differences in product and price specific in-volvement and advance that involvement of price-conscious participants is higher because of a higher price interest. |
| Keywords: | internet Neuro market research, Involvement, Price Interest, Reward Circuitry |
| Date: | 2008–12 |
| URL: | http://d.repec.org/n?u=RePEc:mag:wpaper:08033&r=mkt |
| By: | Fritz, Melanie; Canavari, Maurizio; Cantore, Nicola; Deiters, Jivka; Pignatti, Erika |
| Abstract: | Business-to-business (B2B) e-commerce is an innovative use of information and communication technologies and refers to the exchange of goods and related information between companies supported by Internet-based tools such as electronic marketplaces (also called electronic trade platforms) or online shops. It provides opportunities for cost-efficiency in supply chain management processes and access to new markets. With regard to the food sector with its chain levels input – agriculture – industry – retail – consumer, B2B e-commerce would take place in the exchange of food products between all levels except retail to consumer (business-to-consumer e-commerce). It is evident and widely known that B2B e-commerce brings key advantages and potentials for European consumers and the European food sector:  The affordability of high quality, traceable food for European consumers is supported as the innovation potentials from e-commerce technologies for cost-efficient processes along the food chain. The healthy choice of quality food will become the easy and affordable choice for European consumers.  The competitiveness of the European food sector with the majority of SMEs increases as B2B e-commerce technologies support cost-efficient transaction processes in food supply chains. In recent years, the availability of sophisticated B2B e-commerce technology has improved tremendously. The “European e-Business Market Watch†initiative from the Directorate-General Enterprise and Industry from the European Commission has shown that only large multinationals exploit the potentials of B2B e-commerce in the food sector for their supply chain management with their business partners. SMEs however, which create the majority of turn over in the European food sector and therefore create jobs and welfare in Europe, are reluctant to take up existing B2B e-commerce technologies into their food supply of selling. The crucial barrier to adoption is that trust between companies is not mediated appropriately by existing e-commerce technology. Currently, the barrier for food sector SMEs towards B2B e-commerce come from  the difficulty to examine the quality and safety of food products. This refers to all kinds of transactions in the food sector, whether supported by e-commerce or not. However, when it comes to e-commerce, the difficulty of physical product examination plays a much larger role as physical product inspection is not possible;  the (perceived) risk of performing a transaction via e-commerce. This includes concerns regarding secure transfer of data, or the possibly unknown transaction partner. Elements for the generation of trust between companies in the food chain and therefore of trustworthy B2B e-commerce environments for the food sector include guaranties regarding food quality, multimedia food product presentations to signal their quality, secure e-commerce technology infrastructures, third-party quality signs to be provided. As trust is highly subjective and depends on culture, food chains in different European countries with a different cultural background require different combinations of trust generating elements regarding the quality and safety of food. Different food chain scenarios with their transaction processes and risks regarding food quality and food safety and related trust elements need to be analysed and differences in trust in different European food chains need to be considered. It is the objective of this paper to identify food chains with trans-European cross-border exchange of food products (e.g., fresh vegetables, fresh fruits, meat, grain) and international food chains from Brazil and the US to Europe and to analyse the these food chains with their transaction processes along the food chain and typical risks regarding food quality and food safety. This WP mainly builds on expert interviews with food chain business leaders and food chain business associations from the advisory board. It is therefore an essential part of the communication with the stakeholders of the project’ results and will create awareness and sensibility towards the topic. It includes the analysis of the transaction process phases and the analysis of particular risks involved in the food product distribution chains, respectively. Risks regarding food quality and food safety provide hints for the necessity of B2B trust elements to compensate the risks. The analysis focuses on trans-European cross-border and international food chains with their chain levels (e.g. production to wholesale trade, wholesale trade to industry, or wholesale trade to retail). In particular, it regards the food product groups meat, grain, olive oil, fresh vegetables, and fresh fruits and the particular risks regarding food quality and safety along the chains. |
| Date: | 2009–03–11 |
| URL: | http://d.repec.org/n?u=RePEc:ags:isae08:48174&r=mkt |
| By: | Ronan, Glenn |
| Abstract: | Andrew Fearne, Professor of Food Marketing and Supply Chain Management and a Director of the dunnhumby Academy of Consumer Research at Kent University, UK, is a current Thinker in the Adelaide Thinkers in Residence (ATIR) program. Professor Fearne is the 14th person to undertake a Thinkers appointment. The residency theme, Food and Wine Value Chains: Prosperity through Collaboration, has provided a timely opportunity for partners, including wine companies, government agencies, universities, an industry association and a regional development board to review micro and macro strategies and policies from a value chain perspective. The residency was initiated to improve sustainable competitive advantage within South Australian food and wine value chains. Its timing has coincided with, and aligns with, community concern and national policy issues in grocery pricing, water policy, drought/climate change, health-wellbeing agendas, waste and food security; all converging and impacting on food and wine supply chains. The paper provides background about the Adelaide Thinkers in Residence program and partner objectives for the residency: it refers to other chain research involving Professor Fearne at dunnhumby and in Tasmania, where better insight to consumer behaviour is the basis for product and process adjustment, with the possibility of better outcomes for consumers and stakeholders; it outlines a major wine value chain analysis project in SA and identifies some main themes to emerge from this Thinker’s program. Professor Fearne will be reporting to the South Australian Government during 2009. |
| Keywords: | value chain analysis, food and wine, planning and policy, |
| Date: | 2009 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare09:47944&r=mkt |
| By: | Pascal Courty; Mario Pagliero |
| Abstract: | Concert tickets can either be sold at a single price or at multiple prices corresponding to different seating categories. We study the relationship between price discrimination and revenue by examining variations in the number of seating categories across concert, tour, artist, location, and time. Offering multiple seating categories leads to revenues that are approximately 5 percent higher than with single price ticketing. The return to price discrimination is higher in markets with more heterogeneous demand, in smaller venues and in more competitive markets. The return of increasing from three to four categories of seating is about half that of increasing from one to two. |
| Keywords: | Price discrimination, return to price discrimination, second degree price discrimination |
| JEL: | D42 L82 Z11 |
| Date: | 2009 |
| URL: | http://d.repec.org/n?u=RePEc:cca:wpaper:105&r=mkt |
| By: | Rui Quaresma (Universidade de Evora, Departamento de Gestão, CEFAGE-UE); Paula Huertas (Departamento de Economía Financiera y Dirección de Operaciones. Universidad de Sevilla); José Castillo (Departamento de Economía Financiera y Dirección de Operaciones) |
| Abstract: | This paper presents the results of a qualitative and quantitative evaluation of the performance on the Internet of medium and large Spanish enterprises. Special attention is given to the firms’ e-commerce, in particular to the issue of business to consumer. In the study, an instrument of analysis was specially developed to evaluate the presence on the Internet of those firms. That instrument was based on information from legal norms, conduct codes and/or certification schemes and a variety of other information sources related with the issues of Internet, web sites and e-commerce. In total the firms’ web sites, selected through a random sample technique, were evaluated on 119 items. |
| Keywords: | Internet, electronic commerce, B2C, e-business. |
| Date: | 2009 |
| URL: | http://d.repec.org/n?u=RePEc:cfe:wpcefa:2009_04&r=mkt |
| By: | Morales, L. Emilio; Griffith, Garry; Wright, Vic; Umburger, Wendy; Fleming, Euan |
| Abstract: | Beef consumers in Australia have shown differences in their preferences for products and sensitivity to price. This can be explained by the influence on expected quality of cues related to health, production process and eating experience. Eating experience is difficult to predict as consumers generally do not have enough information to form reliable expectations. In this context, branded beef can help to signal quality and reduce the degree of uncertainty that consumers experience when shopping. Focus group research identified different segments, premiums for preferred products and potential for large-scale differentiation and branding in the Australian market. |
| Keywords: | Beef Branding, Consumer Preferences, Segmentation, Focus Groups., |
| Date: | 2009 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare09:48063&r=mkt |
| By: | Joern Meissner (Department of Management Science, Lancaster University Management School); Arne Strauss (Department of Management Science, Lancaster University Management School) |
| Abstract: | We present improved network revenue management methods that assume customers to choose according to the multinomial logit choice model with the specific feature that the sets of considered products of the different customer segments are allowed to overlap. This approach can be used to model markets with weak segmentation: For example, high-yield customer segments can be modelled to also consider low yield products intended for low-yield customers, introducing implicit buy-down behavior into the model. The arising linear programs are solved using column generation and involves NP-hard mixed integer sub problems. However, we propose efficient polynomial-time heuristics that considerably speed-up the solution process. We numerically investigate the effect of varying the intensity of overlap on the respective policies and find that improvements are most pronounced in the case of high overlap, rendering the method highly interesting for weakly segmented market applications. |
| Keywords: | revenue management, dynamic programming, optimal control, applications, approximate |
| JEL: | C61 |
| Date: | 2009–03 |
| URL: | http://d.repec.org/n?u=RePEc:lms:mansci:mrg-0012&r=mkt |
| By: | Bjørn-Andersen, Niels (Department of Informatics, Copenhagen Business School); Viborg Andersen, Kim (Department of Informatics, Copenhagen Business School) |
| Abstract: | The Danish companies are ahead of the US in B2C e-commerce. With the exception of Germany, Denmark is leading the group of 10 countries included in the survey data forming the basis for this report. The average global sample and countries as Germany is performing substantial better than Denmark on B2B on-line sales. Danish companies have high level of investments in IT, have the lowest barriers for ecommerce and the highest levels of e-commerce drivers. On most indicators for readiness e-commerce such as companies use of e-mail, intranet, EDI, extranet, and provision of mobile services... |
| Keywords: | na |
| JEL: | H00 |
| Date: | 2009–03–18 |
| URL: | http://d.repec.org/n?u=RePEc:hhs:cbsinf:2003_011&r=mkt |
| By: | Tim Hoppe (Faculty of Economics and Management, Otto-von-Guericke University Magdeburg) |
| Abstract: | At online auction platforms we often observed that substitutable goods are auctioned concurrently with auctions ending at the same time. I introduce an experimental setup of three sellers and four buyers in an ascending second price auction environment where every seller runs one auction with a homogeneous good and the buyers are confronted with single unit demand. I find that sellers revenue is significantly lower than theory predicts due to the fact that some auctions did not receive bids whereas other auctions concentrated the bids of all bidders. Moreover, I observe a statistically higher revenue of sellers setting the minimum starting price. Furthermore, my study shows that the buyers submit bids which are significantly lower than the private valuation every buyer receives. Comparing the efficiency of the parallel multiple auction setup to a double auction control experiment, I find a significant lower efficiency in parallel multiple auctions due to the coordination failure of the buyers. |
| Keywords: | simultaneous auctions, internet auctions, market design, electronic business |
| JEL: | D44 C92 |
| Date: | 2008–11 |
| URL: | http://d.repec.org/n?u=RePEc:mag:wpaper:08031&r=mkt |
| By: | Pluske, Jo; Burton, Michael; Rigby, Dan; Vercoe, Phil |
| Abstract: | In Australia, Bos taurus cattle breeds produce high quality meat, superior in taste and tenderness characteristics. Nevertheless, these breeds do not thrive in the Northern Australian environment. Stem cell transplant techniques could improve northern beef cattle breeding programs by facilitating crossbreeding via natural service. Focus groups were used in this study to explore consumer reaction to reproduction technologies and the implications for buying intentions. Findings suggested that consumers may react negatively to unconventional breeding technologies but the degree of this aversion is contingent upon how the technology is described. These findings are relevant for preparation of choice modeling surveys. |
| Keywords: | Non-market valuation, consumers, focus groups, new technologies, beef, |
| Date: | 2009 |
| URL: | http://d.repec.org/n?u=RePEc:ags:aare09:48167&r=mkt |
| By: | Heijden, van der, Hans (Department of Informatics, Copenhagen Business School); Sangsted Sørensen, Lotte (Department of Informatics, Copenhagen Business School) |
| Abstract: | na |
| Keywords: | na |
| JEL: | H00 |
| Date: | 2009–03–18 |
| URL: | http://d.repec.org/n?u=RePEc:hhs:cbsinf:2003_004&r=mkt |
| By: | Zinner Henriksen, Helle (Department of Informatics, Copenhagen Business School); Vibog Andersen, Kim (Department of Informatics, Copenhagen Business School) |
| Abstract: | na |
| Keywords: | na |
| JEL: | H00 |
| Date: | 2009–03–18 |
| URL: | http://d.repec.org/n?u=RePEc:hhs:cbsinf:2003_002&r=mkt |
| By: | Engel Nielsen, Lars (Department of Informatics, Copenhagen Business School); Mahnke, Volker (Department of Informatics, Copenhagen Business School) |
| Abstract: | In recent years, the leading Japanese wireless operator NTT DoCoMo has risen from being largely unknown outside Japan to international fame. Ground-breaking service innovations such as the world’s first wireless internet service, I-mode, the world’s first third generation wireless service FOMA, as well as the company’s successful proliferation of its W-CDMA 3G technologies as the UMTS standard in Europe have generally impressed the troubled telecom industry on its brink to the new era wireless data services. Conversely, much scientism has been aired whether the NTT DoCoMo experience applies to European and US contexts due to differences in e.g. demographics, Internet penetration, and wireless industry structures. To date, these considerations have largely been based on anecdotal reports in trade magazines and an increasing number of case studies focused primarily on the I-mode service (e.g. Mulder and Simpson (2001); Harvard (2000)). Notable, exceptions are Ratliff (2001) and Williamson and Meegan (2002) that however both point to the need for elevating insights on NTT DoCoMo. This working paper sets out to contribute to a more elaborate picture of NTT DoCoMo. The working paper is outlined as follows. Departing from a sketch of DoCoMo’s current challenges from the perspective of the CEO Keiji Tachikawa as the financial year 2003 is coming to an end (March 31 2003), a brief introduction to DoCoMo’s history and its innovative capabilities initiates the effort to present a more detailed picture of the company. Then, the normal perception of NTT DoCoMo as a de facto monopolist with all dominating market and bargaining power is challenged by means of longitudinal study of the Japanese wireless market’s development from 1992 to 2003. During this period, DoCoMo’s leadership position as increasingly been challenged by new competitors that emerged from an industry consolidation and regulatory forces. It is found that the nature of competition has shifted from DoCoMo’s undisputed dominance to a more dynamic environment signified by intense service innovation based competition. Then, insights are provided as how the NTT DoCoMo competes in its new environment. Three key strategic pillars are analyzed, namely the company’s to approaches the (1) orchestrating of innovation with the examples of I-mode, C-mode, and Telematics services, (2) relational challenges with the examples of technology standardization alliances, interfirm relationships with handset providers and internationalization partners, and lastly (3) how new growth avenues are explored |
| Keywords: | na |
| JEL: | H00 |
| Date: | 2009–03–18 |
| URL: | http://d.repec.org/n?u=RePEc:hhs:cbsinf:2003_006&r=mkt |
| By: | Overby, Mikkel Lucas (Department of Informatics, Copenhagen Business School) |
| Abstract: | na |
| Keywords: | na |
| JEL: | H00 |
| Date: | 2009–03–18 |
| URL: | http://d.repec.org/n?u=RePEc:hhs:cbsinf:2003_009&r=mkt |
| By: | Segers, R.; Franses, Ph.H.B.F. (Erasmus Econometric Institute) |
| Abstract: | This paper puts forward a data collection method to measure weekly consumer confidence at the individual level. The data thus obtained allow to statistically analyze the dynamic correlation of such a consumer confidence indicator and to draw inference on transition rates, which is not possible for currently available monthly data collected by statistical agencies on the basis of repeated cross-sections. An application of the method to various waves of data for the Netherlands shows its merits. Upon temporal aggregation we also show the resemblance of our data with those collected by Statistics Netherlands. |
| Keywords: | consumer confidence;randomized sampling |
| Date: | 2008–03–31 |
| URL: | http://d.repec.org/n?u=RePEc:dgr:eureir:1765011892&r=mkt |