nep-mkt New Economics Papers
on Marketing
Issue of 2009‒08‒30
five papers chosen by
Joao Carlos Correia Leitao
Technical University of Lisbon

  1. Realizace rozhraní e-commerce systémů v moderním podniku By Vymětal, Dominik; Suchánek, Petr
  2. A Simple Model of Foreign Brand Penetration under Monopolistic Competition By Toru Kikuchi
  3. Customer Relationships and the Provision of Trade Credit during a Recession By TSURUTA Daisuke
  4. Factors influencing the Internationalisation of Firms: Micro Foundations of Macro Determinants By Pitelis, Christos; Argitis, George
  5. Exclusión en la Distribución de Productos Durables y la Estrategia de Predar por Tiempo: la Guerra del Plasma By Claudio Agostini; Eduardo Saavedra

  1. By: Vymětal, Dominik; Suchánek, Petr
    Abstract: E-commerce as an aggregation of activities concerning trading and rendering service to customers using internet is important for firms of all size to preserve competitiveness in global markets However, introduction of e-commerce means also introduction of new business models. To incorporate new business models into existing company structure is not easy. The paper deals with principles of e-commerce preparation and introduction in a company. Due to crosscutting impacts of e-commerce deployment a careful analysis based also on value chains leading to business application patterns is recommended. From the actual architecture point of view, an e-commerce portal as general interface between company ERP system and external environment seems to be the best solution. Proposed architecture is illustrated by an example of e-commerce portal connection to Microsoft Dynamics NAV system in a real company.
    Keywords: Information system; e-commerce system; e-commerce interface; CRM; ERP
    JEL: O39 O33 O32
    Date: 2009–08
  2. By: Toru Kikuchi
    Abstract: The main purpose of this study is to illustrate, with a simple monopo¬listic competition trade model, how trade liberalization (i.e., a decline in trade costs) can affect domestic entrepreneurs’ decisions between domestic brands and foreign brands, and thus the degree of foreign brand penetration. It is shown that, as trade costs decrease, more entrepreneurs choose to provide foreign brands. However, the impact of trade liberalization (in terms of changes in profit levels) becomes smaller as more entrepreneurs switch to foreign brands.
    Keywords: Foreign brand penetration, trade liberalization, monopolistic competition.
    JEL: F12
    Date: 2009–08–14
  3. By: TSURUTA Daisuke
    Abstract: We investigate the effect of close customer relationships on small firms' provision of trade credit during the 2001-2003 recession in Japan. Many studies argue that close customer relationships are costly for suppliers because when their main customer has a high proportion of the firm's total sales, suppliers cannot easily find alternative customers. As a result, the supplier's bargaining position is weaker. Then suppliers that depend largely on their main customer cannot easily reduce their provision of trade credit, despite the need to do so during a recession. The results in our paper indicate that close customer relationships are not costly for suppliers in trade credit contracts. First, small businesses offer less trade credit, even if the proportion of sales to their main customers is high. Second, suppliers offer less trade credit if they are in financial distress and charged higher interest rates by banks, even when they are dependent on their main customers. Third, highly leveraged dependent suppliers reduce trade credit, unlike highly leveraged independent suppliers. This implies that dependent suppliers can cut back on trade credit in the presence of leverage. These findings imply that close customer relationships are beneficial for suppliers.
    Date: 2009–08
  4. By: Pitelis, Christos; Argitis, George
    Abstract: We draw on insights from the theory of the multinational enterprise (MNE) to explain outward investment and (thus) internationalisation. We claim that micro insights from the work of Stephen Hymer, Edith Penrose and other extant theories of the MNE can serve as micro foundations of some macro determinants of internationalisation. The focus on macro determinants pursues and develops an earlier critique of the theory of the MNE by Penrose; that it fails to distinguish between intra-national and inter-national expansion of firms. We propose demand-side national business cycle considerations as a Penrose-inspired answer to the Penrosean critique. Our evidence derives from USA and UK data, supports insights from Hymer, Vernon, Penrose and our response to the Penrosean challenge.
    Keywords: Hymer, Penrose, Business Cycle, Outward Investment
    Date: 2009
  5. By: Claudio Agostini (ILADES-Georgetown University, Universidad Alberto Hurtado); Eduardo Saavedra (ILADES-Georgetown University, Universidad Alberto Hurtado)
    Abstract: Este trabajo realiza un análisis económico del caso conocido como La Guerra del Plasma, en el cual la reacción de las multitiendas Falabella y París S.A. frente a sus proveedores impidió la realización del Banco de Chile de una feria tecnológica para sus clientes en Abril de 2006. Más allá de la conducta de colusión, acreditada en el juicio, este trabajo muestra que las multitiendas predaron el mercado para ganar tiempo, por la vía de usar restricciones verticales sobre sus proveedores. Este comportamiento les habría permitido retrasar la entrada de empresas rivales en el retail de productos durables, en un período de alta demanda esperada. En tal sentido, la estrategia de exclusión seguida, generando una predación temporal del mercado, habría sido altamente rentable para Falabella y París S.A.
    Keywords: Exclusión de Competidores, Restricciones Verticales, Predación, Colusión, Retail, Guerra del Plasma
    JEL: L41 L42 L81
    Date: 2009–06

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.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.