nep-mkt New Economics Papers
on Marketing
Issue of 2014‒02‒15
nine papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  2. Brands As Productive Assets: Concepts, Measurement, and Global Trends By Carol A. Corrado; Janet X. Hao
  3. Italian market of organic wine: a survey on production system characteristics and marketing strategies By Castellini, Alessandra; Mauracher, Christine; Procidano, Isabella; Sacchi, Giovanna
  4. The "demand side" effect of price caps: uncertainty, imperfect competition, and ration By Léautier, Thomas-Olivier
  6. The Strategic Use of Download Limits by a Monopoly Platform By Nicholas Economides; Benjamin Hermalin
  7. Price Discrimination through Refund Contracts in Airlines By Escobari, Diego; Jindapon, Paan
  8. Extended Producer Responsibility and Green Marketing: an Application to Packaging By Brice ARNAUD
  9. The Company’s Brand Evaluation on the Base of the Financial Market’s Instruments By Magomet Yandiev

  1. By: Pretolani, Roberto; Cavicchioli, Daniele; Cairo, Valentina
    Keywords: Agribusiness,
    Date: 2014
  2. By: Carol A. Corrado (The Conference Board, New York, United States of America); Janet X. Hao (The Conference Board, New York, United States of America)
    Abstract: The paper looks at brands from an economic point of view. First, we define concepts and set out this approach. Second, we analyze the conditions under which brands are long-lived productive assets and contribute to economic growth. Third, we review and improve the measurement of investment in brands. We find that a productive role for brands is consistent with assumptions used in the economic analysis of innovation. Productivity decompositions using the intangibles framework support brand as a contributor to economic growth. We then develop (1) a new U.S. series for brand investment to cover all marketing, including “in-house” investment, and (2) a harmonized global indicator of brand investment covering 63 countries. We find that brand investment held up relatively well in the U.S. during the Great Recession and its aftermath whereas measures based mainly on purchased advertising services send a different signal. Finally we offer an analysis of economic development that suggests branding rises with growth and provide econometric evidence showing a significant positive relationship between the rate of brand investment and level of economic development.
    Keywords: Brands and brand equity, intangible investment, innovation, economic growth and development, national accounts and economic measurement.
    Date: 2014–01
  3. By: Castellini, Alessandra; Mauracher, Christine; Procidano, Isabella; Sacchi, Giovanna
    Keywords: Agribusiness,
    Date: 2014
  4. By: Léautier, Thomas-Olivier
    Abstract: Price caps are often used by policy makers to "regulate markets". Previous analyses have focussed on the "supply side" impact of these caps, and derived the optimal price cap, which maximizes investment and welfare. This article expands the analysis to include the "demand side" impact of price caps: when prices can no longer rise, customers must be rationed to adjust demand to available supply. This yields two new findings, that contradict previous analyses. First, the welfare-maximizing cap is higher than the capacity-maximizing cap, since increasing the cap increases gross surplus when customers are rationed. Second, in somes cases, the capacity-maximizing cap leads to lower capacity and welfare than no cap. These findings underscores the importance for policy makers to examine the impact on customers when they impose price caps. Keywords: price caps, imperfect competition, rationing, investment incentives
    Keywords: price caps, imperfect competition, rationing, investment incentives
    JEL: L13 L94
    Date: 2014–01–27
  5. By: Rama Ramswamy
    Abstract: Handlooms an age old tradition of the rich cultural heritage of India is an important sector with respect to its size and employment potential. It is the second largest employment provider after agriculture, providing employment to 12 million families. Clusters and clustering of small firms is increasingly becoming an important tool in Micro, Small and Medium Enterprises (MSMEs) development in both developed and developing economies. Since centuries, India developed a system of specialised handloom concentrations throughout the country. Handloom and handicraft clusters dominate the cluster landscape of the country. The cluster model of developing traditional micro enterprises has shown success in handloom clusters in the country. Marketing, however, has been a general problem faced by the handloom industry in India, since these products are known for niche marketing. The Chanderi (Madhya Pradesh) and Kannur (Kerala) clusters are examples of how with the required institutional support they have become benchmark clusters for others to emulate by making inroads into international markets. Key words: marketing, marketing problems, micro enterprise, micro artisan enterprises
    Date: 2013–09
  6. By: Nicholas Economides; Benjamin Hermalin
    Date: 2014
  7. By: Escobari, Diego; Jindapon, Paan
    Abstract: This paper shows how an airline monopoly uses refundable and non-refundable tickets to screen consumers who are uncertain about their travel. Our theoretical model predicts that the difference between these two fares diminishes as individual demand uncertainty is resolved. Using an original data set from U.S. airline markets, we find strong evidence supporting our model. Price discrimination opportunities through refund contracts decline as the departure date nears and individuals learn about their demand.
    Keywords: Price discrimination; Refund contracts; Airlines; Individual demand learning
    JEL: C23 D42 D82 L93
    Date: 2014–02–10
  8. By: Brice ARNAUD
    Abstract: This paper analyses the efficiency of Extended Producer Responsibility (EPR) to manage household packaging wastes. We use a Mussa-Rosen type model of vertical product differentiation: two firms produce a homogeneous good and use packaging to create a subjective vertical differentiation. We verify that an ERP characterised by a Pigouvian tax – producers bear the social cost of waste management – is not an optimal policy. We show then that an optimal policy is an adjusted Pigouvian tax, accounting for waste management costs.
    Keywords: duopoly, extended producer responsibility, packaging, pigouvian tax, vertical differentiation.
    Date: 2014
  9. By: Magomet Yandiev (Department of Economics, Lomonosov Moscow State University)
    Abstract: In this article we offer a principally new method of brand valuation. Let’s mention the bounds of application of this approach. The method can be used for the companies which have the brand, the mature market of the common shares and the market of share depositary receipt. The core of the method is that the return on equity of the branded company and the depositary receipt issued for the same share reflect different information volume. The digital value of this difference gives us the numerical prediction of the brand earnings or the valuation of the brand’s changes during some period. It appears that knowing the brand earnings is more useful for the brand management than the calculation of its absolute value because it allows observing the process dynamics including daily measurements although such frequent overseeing can be unnecessary.
    Keywords: value of a brand, financial markets, information, capital structure, depositary receipts, common stocks
    JEL: F31 G15 G3 M3
    Date: 2014–01

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