nep-mkt New Economics Papers
on Marketing
Issue of 2009‒05‒09
eight papers chosen by
Joao Carlos Correia Leitao
Technical University of Lisbon

  1. Territorial marketing in the Czech Republic: a trial – and – error process By Sucháček, Jan
  2. Market research and complementary advertising under asymmetric information By Tsuchihashi, Toshihiro
  3. Analysis of demand for vegetable in Malaysia By Tey, (John) Yeong-Sheng; Shamsudin, Mad Nasir; Mohamed, Zainalabidin; Abdullah, Amin Mahir; Radam, Alias
  4. Advertising Styles’ Impact on Attention in Pakistan By Hussain, Syed Karamatullah; Riaz, Kashif; Kazi, Abdul Kabeer; Herani, Gobind M.
  5. Globalization, Superstars, and the Importance of Reputation: Theory & Evidence from the Wine Industry By Gibbs, Michael; Tapia, Mikel; Warzynski, Frederic
  6. Demand for beef in Malaysia: Quality or Quantity? By Tey, (John) Yeong-Sheng; Shamsudin, Mad Nasir; Mohamed, Zainalabidin; Abdullah, Amin Mahir; Radam, Alias
  7. Sharing Traditinal Knowledge for Commerce-the Power of Bargaining Strength By Aparna K Bhagirathi
  8. New challenges in competitiveness: knowledge development and coopetition By Ana Villar; César Camisón Zornoza; Montserrat Boronat

  1. By: Sucháček, Jan
    Abstract: There are numerous obscurities connected with territorial marketing. Substantial misunderstandings can occur already for the sake of the fact that this concept was labeled by different notions so far. Naturally, the same – with even higher intensity – holds true for the transition economies. This paper focuses upon the practice of territorial marketing in the Czech Republic. As it is shown, there is rather spontaneous than planned development of this concept in the Czech space. At the same time, there exists sufficient room for future application of selected components of territorial marketing in this country.
    Keywords: territorial marketing; local/regional development; Czech Republic; basic categories of territorial marketing
    JEL: R10 M31 Z0
    Date: 2008–08
  2. By: Tsuchihashi, Toshihiro
    Abstract: We consider whether market research can always increase a seller's sales under bilateral asymmetric information. If a monopoly seller provides a high quality object, market research cannot increase sales even when the cost is sufficiently low. A low quality seller, on the other hand, can likely benefit from market research. However, this research has shown that market research alone does not improve sales and that advertising complements market research. Thus the high quality seller can increase sales by using both methods. The availability of advertising and market research to both types of seller results in disappearance of information asymmetry and efficient trade.
    Date: 2008–05
  3. By: Tey, (John) Yeong-Sheng; Shamsudin, Mad Nasir; Mohamed, Zainalabidin; Abdullah, Amin Mahir; Radam, Alias
    Abstract: The market information is important in facilitating marketing system from production to the downstream. The purpose of this study is to estimate the Malaysian consumers’ demand for vegetables. By using Household Expenditure Survey 2004/05 data, demands for 6 vegetables are analyzed via a multi-stage budgeting system. The estimated demand elasticities show that the demands for all vegetables are found to increase when per capita income rises. Most of the vegetables are found to respond substantially to changes in their own prices and in the directions as expected with estimated negative own-price elasticities, which is more than unity (except podded vegetable).
    Keywords: Vegetable; multi-stage budgeting system; demand elasticities
    JEL: D12
    Date: 2008–05–14
  4. By: Hussain, Syed Karamatullah; Riaz, Kashif; Kazi, Abdul Kabeer; Herani, Gobind M.
    Abstract: The topic was selected after giving consideration to the modern environment and the use of media by advertisers for attention purposes of their products. It was also observed that the number of channels especially in the electronic media have also geometrically increased over the last two decades. It is now becoming difficult for advertisers to get the attention of their products in the minds of their viewers. The methodology used in the research was focus group and ads of different products were shown to them which included humorous and serious appeals. As the literature review revealed that these two types of appeals have significant difference when measuring attention between humorous and serious advertisements. At the end of the research it was established that there is a significant difference between the attention of humorous and serious appeals. Initially the idea was taken form a research conducted in Sweden. Same parameters were analyzed in Pakistan. We concluded that the reaction of two different societies have almost the same response for humorous and serious advertising appeals.
    Keywords: Humorous Appeals; Serious Appeals; Attention
    JEL: M31 M37 M30
    Date: 2008–12–31
  5. By: Gibbs, Michael (University of Chicago GSB); Tapia, Mikel (Universidad Carlos III de Madrid); Warzynski, Frederic (Department of Economics, Aarhus School of Business)
    Abstract: We develop a simple model of the effects of reputation on wine prices. An increasing fraction of consumers who are “naïve” (less well informed about wine quality) results in a stronger sensitivity of wine prices to ratings of quality. We then use data on prices and Robert Parker’s ratings of wines, to show that prices have become more related to Parker ratings over time. In addition, we find that a change in Parker rating has a stronger effect on price, the stronger is the wine’s reputation.
    Keywords: No; keywords
    JEL: A10
    Date: 2009–02–09
  6. By: Tey, (John) Yeong-Sheng; Shamsudin, Mad Nasir; Mohamed, Zainalabidin; Abdullah, Amin Mahir; Radam, Alias
    Abstract: With Malaysian government plan to increase production of beef and open the beef market to more abattoirs from other countries, domestic beef market has become more challenging. The domestic beef market is postulated to be available in a variety of qualities in future. Consumers do not only make decisions on how much to purchase but also at what qualities. This study is to analyze consumer evaluation of quality and quantity on demand for beef in Malaysia. A demand model incorporated consumer socio-economic variables and another applied demand analysis incorporated quality variable are estimated via two-stage least squares. Beef demand elasticities are estimated in the first demand model and a quality elasticity of demand for beef is estimated in the second applied demand analysis. The models are applied to a cross-sectional data set from Household Expenditure Survey 2004/2005. The results indicate that beef demand is inelastic to meat expenditure and to its own price. On another side, the results also indicate that beef demand is inelastic to quality. The elasticities in this study suggest that consumers substitute quantity for quality in demand for beef in Malaysia.
    Keywords: beef; quality; quantity; demand elasticity; quality elasticity
    JEL: D12
    Date: 2008–05–23
  7. By: Aparna K Bhagirathi
    Abstract: The paper is motivated by concerns about the depletion of traditional knowledge and recent efforts to preserve this knowledge through commercial use. The study looks at incentives that can induce companies to invest in bio-prospecting and persuade traditional communities to share their knowledge.
    Keywords: bargaining model, innovations, raw material, communities, traditional knowledge, incentives, companies, commercial asymmetry, revenues, commerce
    Date: 2009
  8. By: Ana Villar (Universitat Jaume I); César Camisón Zornoza (Universitat Jaume I); Montserrat Boronat (Universitat Jaume I)
    Abstract: The main aim of this paper is to suggest how collaboration with competitors -coopetition - established for the joint creation of knowledge, could be a new opportunity that managers must evaluate as a strategic option. The literature on strategic alliances and knowledge creation is considered, together with the specific trend of alliances with competitors. Then, the process continues with the discussion of circumstances and characteristics in which coopetition could be a superior option, making it possible to develop new knowledge. Our research shows that in the case of coopetition, the two sides of the behaviour -competitive and cooperative- provide greater incentives to improve knowledge development. As this is a theoretical paper, deeper analysis is required to prove whether the advantages of strategic alliances with competitors over other alternatives are superior forms of organizing the process of knowledge creation in high-technology industries. With regard to practical implications, managers must consider the option of this kind of inter-organizational agreement with competitors as an alternative and an opportunity for integrating knowledge faster than they would in isolation. The originality of this paper lies in showing that the objective of coopetition must be the joint creation of new knowledge by partners, and in differentiating this type of cooperation from another in which the aim is to absorb knowledge from one of the partners. We present this kind of coopetition as a new strategic option that managers must evaluate, and this is the first attempt to discuss and differentiate the two types of alliances in a coopetition environment. El principal objetivo de este trabajo es sugerir cómo la colaboración con competidores, conocida con el término coopetición, establecida para la creación conjunta de conocimiento, puede suponer una nueva oportunidad que los directivos deben evaluar como una opción estratégica. Para el desarrollo del trabajo se tiene en cuenta la literatura relacionada con la creación de conocimiento y con alianzas estratégicas, junto con las especificidades de las alianzas con competidores. El trabajo continúa con la discusión de las circunstancias y características en las que la coopetición puede ser una opción superior, haciendo posible el desarrollo de nuevo conocimiento. Nuestra investigación muestra que en el caso de la cooperación con competidores, las dos características de esta relación ¿ competitiva y cooperativa -, proveen mayores incentivos para mejorar el desarrollo de conocimiento. Al tratarse de un trabajo teórico, en futuras investigaciones se debería realizar un análisis más profundo para contrastar si las ventajas de las alianzas estratégicas con competidores son superiores efectivamente a otras formas de organizar el proceso de creación de conocimiento en industrias de alta tecnología. Con respecto a las implicaciones prácticas, los directivos deberían considerar esta opción de acuerdos inter-empresariales con los competidores como una alternativa y una oportunidad para integrar conocimiento más rápido que el desarrollo de manera aislada por una sola empresa. La originalidad de este trabajo residen en mostrar que el objetivo de la coopetición puede ser la creación conjunta de conocimiento por los socios, y en diferenciar este tipo de cooperación de otros en el que el objetivo es únicamente absorber conocimiento de los socios. Presentamos esta opción de coopetición como una nueva opción estratégica que los directivos deben evaluar, y esto supone el primer intento en diferenciar estos dos tipos de alianzas en un entorno de coopetición.
    Keywords: Coopetición, creación de conocimiento, alianzas estratégicas Coopetition, knowledge creation, strategic alliances,
    Date: 2009–03

This nep-mkt issue is ©2009 by Joao Carlos Correia Leitao. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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