nep-mkt New Economics Papers
on Marketing
Issue of 2010‒03‒06
three papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Social Network Sites (SNS): do they match ? Definitions and methods for social sciences and marketing research By Thomas Stenger; Alexandre Coutant
  2. Pricing to market when quality matters By Roberto Basile; Sergio de Nardis; Alessandro Girardi
  3. The market behavior and performance of different strategy evaluation schemes By Yongjoo Baek; Sang Hoon Lee; Hawoong Jeong

  1. By: Thomas Stenger (CEREGE - Centre de Recherche en Gestion - Université de Poitiers : EA); Alexandre Coutant (CEREGE - CEntre de REcherche en GEstion - Université de Poitiers : EA)
    Abstract: Social Networks Sites (SNS) such as Facebook, MySpace, or Linkedin have become new fields of investigation for marketing. Even though the phenomenon has met with an amazing popular success, only a few scientific works have been published on this subject. This article proposes initially to evaluate the situation by a review of the experts' discourses and, then, a an analysis of the texts in core disciplines specialising in social networks analysis (mainly sociometry, anthropology and sociology). Finally this work will help us to propose a definition for SNS as a research subject and to design a methodology for marketing research
    Date: 2009–03–10
  2. By: Roberto Basile (ISAE - Institute for Studies and Economic Analyses); Sergio de Nardis (ISAE - Institute for Studies and Economic Analyses); Alessandro Girardi (ISAE - Institute for Studies and Economic Analyses)
    Abstract: We build a model of price differentiation with firm heterogeneity, which allows for imperfect competition and market segmentation in the presence of flexible exchange rates as well as horizontal and vertical differentiation and different tastes of consumers in destination markets. We empirically assess the main predictions of our theoretical framework by using firm-level data surveyed by ISAE. We document that export-domestic price margins are significantly affected by price and quality competitiveness even controlling for foreign demand conditions, size, export intensity, destination markets and unobservables. Finally, we provide evidence of a strong heterogeneity across firms in their reaction to price and quality competitiveness.
    Keywords: Pricing to market, qualitative choice models, firm heterogeneity.
    JEL: D21 F10 C23 C25
    Date: 2009–12
  3. By: Yongjoo Baek; Sang Hoon Lee; Hawoong Jeong
    Abstract: We observe the performances of three strategy evaluation schemes, which are the history-dependent wealth game, the trend-opposing minority game, and the trend-following majority game in a stock market where the price is exogenously determined. The price is either directly adopted from the real stock market indices or generated with the Markov chain of order $\le 2$. Each scheme's success is quantified by average wealth accumulated by the traders equipped with the scheme. The wealth game, as it learns from the history, shows relatively good performance unless the market is highly unpredictable. The majority game is successful in a trendy market dominated by long periods of sustained price increasing or decreasing. On the other hand, the minority game is suitable for a market with persistent zig-zag price patterns. These observations suggest under which market circumstances each evaluation scheme is appropriate for modeling the behavior of real market traders.
    Date: 2010–02

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