nep-mkt New Economics Papers
on Marketing
Issue of 2012‒07‒01
two papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Attitude Differentiates The Brand Selection (From the view of Generation Y people) By Alvi, Mohsin
  2. Value Creation and Firm Integration: First Empirical Evidence for the Software Industry By Pussep, Anton; Harnisch, Stefan; Buxmann, Peter

  1. By: Alvi, Mohsin
    Abstract: Abstract: Attitude makes perception about anything, yes it cannot be neglected that in order to make some attitude towards specific brand; previous performance, good word of mouth or suggestion from other, attractive advertising and highly spend on promotional tools are play a vital role. Positive attitude and negative attitude influence a consumer in brand selection but a problem arises, some people also have a positive attitude but they do not buy brand. It was observed that some of people compromise with their family brand. A research was based on to find the relation of that positive and negative attitude toward selection of brand. 240 observations have been taken randomly through questionnaire and taken them into consideration and applied categorical regression or optimal scaling. It was found that generation y people mostly go for their prefer brands rather than compromise with their family brands.
    Keywords: Positive Attitude; Negative attitude; Brand selection; Generation Y; Categorical regression
    JEL: D12 C42 B41 C01
    Date: 2012–06–21
  2. By: Pussep, Anton; Harnisch, Stefan; Buxmann, Peter
    Abstract: The value added created by a firm is a widely used figure. Major elements of a firm’s strategy and business model deal with how the firm creates value and brings it to the customer. This paper focuses on a particular measure which has been broadly applied to measure the degree of vertical integration: value added to sales (VA/S). To our best knowledge, this measure hasn’t been applied in software business research. We hence outline its application in other fields by conducting a broad and structured literature review. First empirical insights are gained by analyzing the VA/S development for 44,171 software firms in the period 2002-2009. These results indicate an increasing degree of vertical integration in the software industry. While practitioners can use the results as a benchmark for their own firms, researchers are provided with a comprehensive literature review, first empirical results on a large sample and avenues for research.
    Keywords: software industry, vertical integration, value added to sales, degree of vertical integration
    Date: 2012–06–18

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