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on Marketing |
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Issue of 2013‒09‒06
two papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Mo Xiao (University of Arizona); Jiandong Ju (Tsinghua University); Ying Fan (University of Michigan) |
| Abstract: | Reputation is generally considered an asset, especially in e-commerce markets. Any reputation system, however, elicits strategic responses from the sellers. Using panel data on a large random sample of online sellers from China’s largest e-commerce platform, Taobao.com, we study how reputation affects revenue, prices, transaction volume, and survival likelihood as well as how sellers manage their reputation. We find that seller reputation has a substantial positive impact on established sellers, but new sellers fail to reap such benefits. Pursuing the long-run returns to reputation, new sellers actively manage their reputation by engaging in costly activities such as sales and switching product categories. In this “losing to win†process, new sellers may have spent too much resource to survive to next stage. Our results provide empirical support for the theory of career concern and reputation dynamics. |
| Date: | 2013 |
| URL: | http://d.repec.org/n?u=RePEc:red:sed013:192&r=mkt |
| By: | Cebula, Richard; Coombs, Christopher; Lawson, Luther; Foley, Maggie |
| Abstract: | This empirical study finds that total revenues at minor league baseball games are influenced by marketing, economic factors, scheduling, and the weather. In particular, total gross revenues are an increasing function of marketing/promotions such as low value merchandise giveaways, high value merchandise giveaways, group discounts, and fireworks displays. Revenues are also an increasing function of the metropolitan area population and a decreasing function of poverty rates. Teams with higher priced general admissions tickets also experience higher revenues. Revenues are generally higher on Fridays and Saturdays and during July and August (and possibly June), while being lower on Mondays and Tuesdays and during May. Finally, inclement weather, especially rain, reduces revenues. |
| Keywords: | promotions; scheduling; economic factors; total gross revenue |
| JEL: | D12 L25 L29 |
| Date: | 2013–01–09 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:49437&r=mkt |