|
on Marketing |
|
Issue of 2012‒07‒14
three papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Jentzsch, Nicola; Sapi, Geza; Suleymanova, Irina |
| Abstract: | It is increasingly observable that competitors in different industries share customer data, which can be used for targeted pricing. We propose a modified Hotelling model with two-dimensional consumer heterogeneity to analyze the incentives for such sharing and its ensuing welfare effects. We show that these incentives depend on the type of customer data and on consumer heterogeneity in the strength of brand preferences. Only data on consumer transportation cost parameters is shared. The incentives to do so are stronger if consumers are relatively homogeneous. Customer data sharing is most likely to be detrimental to consumer surplus, while the effect on social welfare can be positive. -- |
| Keywords: | Customer Data Sharing,Price Discrimination |
| JEL: | D43 L13 L15 O30 |
| Date: | 2012 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:dicedp:60&r=mkt |
| By: | Cannas, Rita |
| Abstract: | In the last decades, sustainable tourism models have become a key topic in the academic debate, as well as in policy makers’ strategies. Within the tourism industry, there is an emerging need to match the expectations of a new and consistent niche of tourists, who increasingly demand tourism accommodation facilities with ecological features. The arising of the eco-consumers keeps opening today economic opportunities for businesses. The paper analyses the economic and social feasibility of Craik, an ecovillage project in a remote area of Scotland, which aims to adopt sustainability practices in every aspect of its tourism facilities (e.g. low carbon building; use of green energy; wastewater treatment). The study is divided in three main parts: the first adopt a marketing perspective in order to investigate the demand and the supply of the international ecotourism market; the second analyses the market of high quality lodge accommodation in Scotland and the Borders; the third explores the potential outcomes of the project in terms of revenues, number of employees and partnerships with local businesses. The paper concludes that the Craik’s ecovillage project could represent a challenging opportunity to experiment with a new model of sustainable tourism accommodation in Scotland. However, final recommendations suggest the need to rethink the product in terms of ecolodge design, to provide high quality furnishing products and a detailed profile of potential customers, as well as the need to identify specific marketing strategies that could effectively match tourists’ expectations. |
| Keywords: | sustainable tourism feasibility study ecotourism market |
| JEL: | M31 L83 Q57 |
| Date: | 2012 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:39838&r=mkt |
| By: | Matttia De' Grassi Di Pianura (CERNA - Centre d'économie industrielle - Mines ParisTech) |
| Abstract: | To market a new network technology effectively, manufacturers need to understand the structure and size of network effects associated with the product. If consumers' surplus from adoption depends positively on the number of interconnections in the network, early adopters may need to be subsidized until a critical mass is reached. Moreover, in a two-sided market where platforms and complementary contents are constrained to non-negative prices, subsidies can be provided both by platform manufacturers and byproducers of complementary contents. The article presents a model to analyse adoption dynamics with different subsidies and different stand-alone values for technology. The model shows that if the standalone value of technology is limited, subsidies from complementary contents producers may be pivotal to reach the critical mass. Moreover, under given conditions, this type of subsidies can lead to a more efficient adoption, increasing social welfare. In this case, assuming a monopolist platform manufacturer of the technology, complete contracts are needed to reach the Pareto optimal equilibrium. |
| Keywords: | two-sided markets; network effects; technology adoption; copyright; vertical relations; media economics |
| Date: | 2012–06–11 |
| URL: | http://d.repec.org/n?u=RePEc:hal:wpaper:hal-00714447&r=mkt |