nep-mkt New Economics Papers
on Marketing
Issue of 2015‒12‒20
six papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Competitive Bundling By Zhou, Jidong
  2. Brand equity of tourism destinations: The influence of country image and regional image By Ángel Herrero Crespo; Héctor San Martín Gutiérrez; Mª del Mar García de los Salmones Sánchez; Jesús Collado Agudo
  3. Identifying educational needs by rationalising TVET industry clusters in Brazil. By Paulina N. Marra
  4. The Price Ain't Right? Hospital Prices and Health Spending on the Privately Insured By Zack Cooper; Stuart Craig; Martin Gaynor; John Van Reenen
  5. Stratégie environnementale proactive, compétences naturelles, et performance économique : une approche par la théorie des ressources et compétences By Franck Brulhart; Sandrine Gherra
  6. Global Agrifood Value Chains and Local Poverty Reduction: What Happens to Those Who Don’t Plug In? By Chang, Han-Hsin; Di Caprio, Alisa; Sahara, Sahara

  1. By: Zhou, Jidong
    Abstract: This paper proposes a model of competitive bundling with an arbitrary number of firms. In the regime of pure bundling, we find that relative to separate sales pure bundling tends to raise market prices, benefit firms, and harm consumers when the number of firms is above a threshold. This is in contrast to the findings in the duopoly case on which the existing literature often focuses. Our analysis also sheds new light on how consumer valuation dispersion affects price competition more generally. In the regime of mixed bundling, having more than two firms raises new challenges in solving the model. We derive the equilibrium pricing conditions and show that when the number of firms is large, the equilibrium prices have simple approximations and mixed bundling is generally pro-competitive relative to separate sales. Firms' incentives to bundle are also investigated.
    Keywords: bundling, multiproduct pricing, product compatibility, oligopoly
    JEL: D43 L13 L15
    Date: 2015–12–12
  2. By: Ángel Herrero Crespo; Héctor San Martín Gutiérrez; Mª del Mar García de los Salmones Sánchez; Jesús Collado Agudo
    Abstract: This paper focuses on the customer-based brand equity for a regional tourist destination, and develops a theoretical model including the causal relationships between the dimensions of brand equity (awareness, image, perceived quality and loyalty). Accordingly, the loyalty of international tourists is considered as the main outcome variable for explanation in the theoretical model. Moreover, the paper adopts an international tourism approach and takes into account the hierarchy of destination brands, analyzing the influence of country destination image (i.e. country as umbrella brand) on the regional destination image. The empirical evidence obtained from a sample of 253 international tourists visiting a regional destination in Spain supports that loyalty towards the destination is positively influenced by the perceived quality of the destination, which in turn is directly influenced by the image and awareness of the destination. Additionally, our results support for the idea that the perceptions of international tourists of a regional destination are positively influenced by their perceptions of the country destination where the region is located. The country’s brand therefore acts as an “umbrella brand” for the region’s brand.
    Keywords: Destination branding, country destination, regional destination, brand equity, image, perceived quality, awareness, loyalty
    JEL: M30
    Date: 2015–11
  3. By: Paulina N. Marra
    Abstract: Technical Vocational Educational and Training (TVET) institutions need to reinvent themselves to keep up with market trends, which is why they should assume a more proactive strategy instead of a reactive one towards their Catalogue of Courses. Assuming that TVET institutions are also revenue-maximising institutions, they must provide all of the information that employers and workers need in their materials in a common language and should avoid multiple marketing actions. Therefore, the aim of this research is to present an empirical study to group industrial segments with similar occupational structures and R&D investments to help TVET institutions identify their training needs and tailor their descriptive materials of their marketing and sales teams. Data mining and cluster analysis were used to identify how regular courses at the Brazilian National Service for Industrial Training (SENAI) could be offered within industrial segments in 2011.
    Keywords: TVET, professional occupations, industry clusters, R&D, Catalogue of Courses, labour market
    JEL: I29 J24 M53 R11
    Date: 2015
  4. By: Zack Cooper; Stuart Craig; Martin Gaynor; John Van Reenen
    Abstract: We use insurance claims data for 27.6 percent of individuals with private employer-sponsored insurance in the US between 2007 and 2011 to examine the variation in health spending and in hospitals' transaction prices. We document the variation in hospital prices within and across geographic areas, examine how hospital prices influence the variation in health spending on the privately insured, and analyze the factors associated with hospital price variation. Four key findings emerge. First, health care spending per privately insured beneficiary varies by a factor of three across the 306 Hospital Referral Regions (HRRs) in the US. Moreover, the correlation between total spending per privately insured beneficiary and total spending per Medicare beneficiary across HRRs is only 0.14. Second, variation in providers' transaction prices across HRRs is the primary driver of spending variation for the privately insured, whereas variation in the quantity of care provided across HRRs is the primary driver of Medicare spending variation. Consequently, extrapolating lessons on health spending from Medicare to the privately insured must be done with caution. Third, we document large dispersion in overall inpatient hospital prices and in prices for seven relatively homogenous procedures. For example, hospital prices for lower-limb MRIs vary by a factor of twelve across the nation and, on average, two-fold within HRRs. Finally, hospital prices are positively associated with indicators of hospital market power. Even after conditioning on many demand and cost factors, hospital prices in monopoly markets are 15.3 percent higher than those in markets with four or more hospitals.
    Keywords: healthcare, health spending, hospitals, prices, price dispersion, competition, market structure
    JEL: L10 L11
    Date: 2015–12
  5. By: Franck Brulhart (LEST - Laboratoire d'économie et de sociologie du travail - AMU - Aix-Marseille Université - CNRS - Centre National de la Recherche Scientifique - Université de Provence - Aix-Marseille 1 - Université de la Méditerranée - Aix-Marseille 2); Sandrine Gherra (Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)
    Abstract: Stratégie environnementale proactive, compétences naturelles, et performance économique : une approche par la théorie des ressources et compétences Franck BRULHART Aix-Marseille Université – CNRS, LEST UMR 7317, Sandrine GHERRA Groupe Sup de Co Montpellier Business School RESUME L'objectif de cet article est d'appréhender la relation existant entre stratégie environnementale proactive (SEP) et performance économique. Pour éclairer la nature de la relation entre ces variables et comprendre par quels processus et à quelles conditions la SEP influence la performance économique, nous mobilisons la théorie des ressources et des compétences. Nous analysons le rôle médiateur des compétences naturelles dans la relation entre SEP et performance économique et explorons l'effet du niveau de développement simultané des compétences naturelles sur la performance économique. Pour cela, nous avons recours à un modèle d'équations structurelles, testé sur un échantillon de 188 entreprises évoluant dans le secteur des produits de grande consommation. Les résultats obtenus confirment l'influence positive de la SEP sur la rentabilité. Nous montrons qu'à la différence des compétences naturelles considérées individuellement, le développement simultané de ces compétences naturelles constitue une variable médiatrice de la relation entre SEP et performance économique. De manière complémentaire, nous mettons également en évidence l'influence de la compétence naturelle conventionnelle sur la rentabilité ainsi que l'impact des compétences naturelles organisationnelles et processuelles sur le niveau de développement simultané des compétences.
    Keywords: Théorie des ressources et compétences,Stratégie environnementale proactive,Compétences naturelles,Performance économique,Rentabilité
    Date: 2015
  6. By: Chang, Han-Hsin (Consultant at the former Office of Regional Economic Integration, ADB); Di Caprio, Alisa (Asian Development Bank); Sahara, Sahara (Bogor Agricultural University)
    Abstract: Structural changes in the global agrifood value chain have transformed food production in developing countries including Indonesia. One element of this is the spread of supermarket retailing. By increasing the demand for and returns to higher quality produce, this development has the potential to improve living standards in a sector where poverty has been persistent. Many studies have shown the magnitude of price premiums available to farmers who sell to supermarkets. However, little attention has been paid to how the introduction of a supermarket retailer affects those farmers who continue to sell to traditional market channels. Our data suggests that in regions where there are both modern and traditional buyers, competition effects result in the immiserization of farmers who continue to sell to traditional markets. This result underlines the fact that while sectorial transformation has desirable poverty reduction potential, actual impacts are lumpy. The distribution of farmer participation in a region may result in a case where the upgrading of agrifood supply chains can increase poverty in the absence of policy interventions.
    Keywords: agrifood value chain; Indonesia; quality price premium; small farmers; supermarket
    JEL: O13 Q13
    Date: 2015–09–29

This nep-mkt issue is ©2015 by João Carlos Correia Leitão. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.