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on Marketing |
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Issue of 2013‒09‒13
five papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Takayuki Mizuno (National Institute of Informatics, Graduate School of Economics, University of Tokyo, The Canon Institute for Global Studies); Tsutomu Watanabe (Graduate School of Economics, University of Tokyo, The Canon Institute for Global Studies) |
| Abstract: | Why are product prices in online markets dispersed in spite of very small search costs? To address this question, we construct a unique dataset from a Japanese price comparison site, which records price quotes offered by e-retailers as well as customers’ clicks on products, which occur when they proceed to purchase the product. We find that the distribution of prices retailers quote for a particular product at a particular point in time (divided by the lowest price) follows an exponential distribution, showing the presence of substantial price dispersion. For example, 20 percent of all retailers quote prices that are more than 50 percent higher than the lowest price. Next, comparing the probability that customers click on a retailer with a particular rank and the probability that retailers post prices at a particular rank, we show that both decline exponentially with price rank and that the exponents associated with the probabilities are quite close. This suggests that the reason why some retailers set prices at a level substantially higher than the lowest price is that they know that some customers will choose them even at that high price. Based on these findings, we hypothesize that price dispersion in online markets stems from heterogeneity in customers’ preferences over retailers; that is, customers choose a set of candidate retailers based on their preferences, which are heterogeneous across customers, and then pick a particular retailer among the candidates based on the price ranking. |
| Date: | 2013–04 |
| URL: | http://d.repec.org/n?u=RePEc:upd:utppwp:007&r=mkt |
| By: | Masha Maslianskaia-Pautrel (TEPP - Travail, Emploi et Politiques Publiques - CNRS : FR3435 - Université Paris-Est Marne-la-Vallée (UPEMLV), LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Université de Nantes : EA4272, GAINS - Groupe d'Analyse des Itinéraires et des Niveaux Salariaux - Université du Maine) |
| Abstract: | The purpose of this paper is to study how the hedonic equilibrium is modified when group-wise consumer heterogeneity with horizontal differentiated housing supply is assumed. We complete the hedonic segmentation analysis of Baudry and Maslianska¨ıa-Pautrel (2011a,b) for vertical differentiation of housing supply by investigating the more realistic case of horizontal differentiation. Our results confirm the segmentation of the hedonic price function at equilibrium and the discontinuity of the implicit price of environmental quality on the borders of the segments. We also demonstrate that horizontal differentiation can lead to a partial sorting of consumer demand for housing attributes at hedonic equilibrium. Finally we show that according to model specification, the group-wise heterogeneity with horizontal differentiation can lead to modification of welfare assessment related to changes in environmental quality. |
| Keywords: | Hedonic model; Group-wise consumers' heterogeneity; Horizontal differentiation |
| Date: | 2013–08–30 |
| URL: | http://d.repec.org/n?u=RePEc:hal:wpaper:halshs-00856127&r=mkt |
| By: | Klaus Backhaus; Ole Bröker; Philipp Brüne; Philipp Gausling |
| Abstract: | Die vorliegende Studie befasst sich mit dem Einsatz von digitalen Medien in B2B-Beschaffungsprozessen im deutschen Markt. Dieser wird in der existierenden Literatur nur unzureichend erfasst. Zum einen wird die Vielfalt digitaler Medien nicht berücksichtigt. Zum anderen werden die Heterogenität des B2B-Marktes und ihr Einfluss auf die Ausgestaltung von Beschaffungsprozessen außer Acht gelassen. Auf Basis des Geschäftstypenansatzes von BACKHAUS (1998) wird daher ein Konzept zur Unterscheidung unterschiedlicher Beschaffungssituationen erarbeitet. Die Höhe des Risikos wird dabei als entscheidender Einflussfaktor identifiziert. In einer zweistufigen, explorativ-empirischen Untersuchung wird zunächst eine qualitative Analyse von Tiefeninterviews mit Experten aus dem B2B-Bereich durchgeführt. Die daraus abgeleiteten Erkenntnisse über Beschaffungsprozesse im B2B-Bereich und die Relevanz digitaler Medien werden im Rahmen einer Befragung auf Beschaffungsseite im Hinblick auf ihre Generalisierbarkeit überprüft. Die empirische Untersuchung ergibt, dass die Ausgestaltung von B2B-Beschaffungsprozessen im Wesentlichen von produktbezogenen und systembezogenen Risiken abhängt. Insgesamt ergeben sich drei unterschiedliche Gruppen von Beschaffungsprozessen, die sich in Bezug auf Formalisierungsgrad, Phasen, Beschaffungsdauer und Zahl der beteiligten Personen im Buying Center unterscheiden. Für jede dieser Gruppen werden Aussagen bezüglich der Nutzung und Relevanz von Online-Medien getroffen und Handlungsempfehlungen für das digitale Marketing abgeleitet. Für alle Beschaffungsprozesse gilt, dass aufgrund der zunehmenden Digitalisierung des Online-Bereichs in den nächsten Jahren bei der Kommunikationspolitik der Fokus zunehmend auf den Online-Bereich zu setzen ist. -- |
| Keywords: | Online-Marketing,Digitale Medien,B2B-Beschaffungsprozesse,Webseiten,Suchmaschinen,Internet,Business-to-business |
| Date: | 2013–09–03 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:esprep:80715&r=mkt |
| By: | Shuili Du (University of New Hampshire); CB Bhattacharya (ESMT European School of Management and Technology); Sankar Sen (Baruch College) |
| Abstract: | This paper examines how employees react to their organizations’ corporate socialresponsibility (CSR). Drawing upon research in internal marketing and psychologicalcontract theory, we conceptualize that employees have multi-faceted job needs(i.e., economic, developmental, and ideological needs) and that CSR programsconstitute an important means to fulfill these needs. Based on cluster analysis, weidentify three employee segments, Idealists, Enthusiasts, and Indifferents, whovary in their multi-faceted job needs and, consequently, their demand fororganizational CSR. We further find that an organization’s CSR programs generatesfavorable employee related outcomes, such as job satisfaction and reduction inturnover intention, partially by fulfilling employees’ ideological and developmentaljob needs. Finally, we find that CSR proximity strengthens the positive impact ofCSR on employee-related outcomes. This research reveals significant employeeheterogeneity in their demand for organizational CSR and sheds light on theunderlying mechanisms linking CSR to employee-related outcomes. We end with adiscussion about the theoretical and practical implications of our research. |
| Keywords: | Corporate social responsibility, job product, employee job performance, cluster analysis |
| Date: | 2013–08–27 |
| URL: | http://d.repec.org/n?u=RePEc:esm:wpaper:esmt-13-07&r=mkt |
| By: | Hurkens, Sjaak; Jeon, Doh-Shin (TSE); Menicucci, Domenico |
| Abstract: | We study bundling by a dominant multi-product rm facing competition from a rival multi-product rm. Compared to competition under independent pricing, competition under pure bundling reduces (increases) each rm's prot for low (high) levels of dominance, while for intermediate levels of dominance, it increases the dominant rm's prot but reduces the rival's prot. The latter result provides a justication for the use of contractual bundling to build entry barrier. When we allow for mixed bundling, we nd a threshold level of dominance above which the unique outcome is the one under pure bundling. |
| JEL: | D43 L13 L41 |
| Date: | 2013–08–13 |
| URL: | http://d.repec.org/n?u=RePEc:ide:wpaper:27442&r=mkt |