nep-mkt New Economics Papers
on Marketing
Issue of 2016‒04‒23
seven papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. A rising e-channel tide lifts all boats? The impact of manufacturer multi-channel encroachment on traditional selling and leasing By Yan, Wei; Li, Youwei; Wu, Ying; Palmer, Mark
  2. How social media tools influence brand image and buying behaviour in the South African food retail industry By Chantal Rootman
  3. Strategic Differentiation by Business Models: Free-to-Air and Pay-TV By Emilio Calvano; Mihele Polo
  4. Term structures of asset prices and returns By Backus, David K.; Boyarchenko, Nina; Chernov, Mikhail
  5. The value of incumbency in heterogeneous platforms By Biglaiser, Gary; Crémer, Jacques
  6. Corporate Governance and Global Supply Chains: How Self -regulation Replaces the Lack of Regulatory Initiatives or Do Regulatory Initiatives Add Value to Corporate Governance By Boeva, Bistra
  7. Energy Price Transmission and Retail Milk Prices By Li, Xun; Lopez, Rigoberto A.

  1. By: Yan, Wei; Li, Youwei; Wu, Ying; Palmer, Mark
    Abstract: Organizing and managing channels of distribution is an important marketing task. Due to the emergence of electronic commerce on the Internet, e-channel distribution systems have been adopted by many manufacturers. However, academic and anecdotal evidence both point to the pressures arising from this new e-channel manufacturing environment. Questions marks therefore remain on how the addition of this e-channel affects the traditional marketing strategies of leasing and selling. We set up several two-period dual-channel models in which a manufacturer sells a durable product through both a manufacturer-owned e-channel and an independent reseller (leaser) who adopts selling (leasing) to consumers. Our main results indicate that, direct selling cost aside, product durability plays an important role in shaping the strategies of all members. With either marketing strategy, the additional expansion of an e-channel territory may secure Pareto gains, in which all members benefit.
    Keywords: E-commerce; Channels of distribution; Durable goods; Durability; Selling and leasing
    JEL: M30 M31
    Date: 2016–04–01
  2. By: Chantal Rootman (Nelson Mandela Metropolitan University)
    Abstract: Given the importance of a business being able to create a positive brand image and positively influence customer buying behaviour, there is a lack of research on the role that social media tools can play in this regard. Research studies have focussed on determining the advantages of using social media tools, however, the impact of social media tools specifically on businesses’ brand image and customer buying behaviour has not been investigated. In addition, this has not been researched in the context of food retailers. The South African food retail industry is an important contributor to this developing country’s economy. However, Gross Domestic Product growth and sales growth in the South African food retail industry are stagnating. Therefore, the primary objective of this study is to investigate the influence of social media tools on brand image and customer buying behaviour in the food retail industry. A questionnaire was used in an empirical investigation to gather the responses of 180 customers in Nelson Mandela Bay, South Africa. The questionnaires were subjected to various statistical analyses and significant relationships were found among the independent (Official websites, Facebook and Twitter), intervening (Brand image) and dependent (Customer buying behaviour) variables. This study’s recommendations could assist South African food retailers to use social media tools in ways to ensure a positive brand image, and to positively influence customers’ buying behaviour. This may lead to more successful food retailers and ultimately contribute positively to the South African economy.
    Keywords: brand image; customer buying behaviour; food retail industry; social media tools
    JEL: M31
  3. By: Emilio Calvano (Università di Bologna and CSEF); Mihele Polo (Bocconi University, IEFE and IGIER)
    Abstract: Free-to-air and Pay-TV business models usually cohabit in broadcasting (and more generally in media) markets. We analyze a model in which two identical broadcasting stations compete for viewers and for advertisers. Differentiation by business model arises endogenously in equilibrium. A merger to monopoly maintains differentiation and comes with strings attached. Monopoly power leads to excessive subscription prices, changes the overall provision of advertising and induces an allocative inefficiency of advertising messages across stations. We therefore argue that the prevailing antitrust and regulatory practice of classifying FTA and Pay-TV operators in different relevant markets is misguided.
    Date: 2016–04–16
  4. By: Backus, David K. (New York University and NBER); Boyarchenko, Nina (Federal Reserve Bank of New York); Chernov, Mikhail (UCLA and CEPR)
    Abstract: We explore the term structures of claims to a variety of cash flows: U.S. government bonds (claims to dollars), foreign government bonds (claims to foreign currency), inflation-adjusted bonds (claims to the price index), and equity (claims to future equity indexes or dividends). Average term structures reflect the dynamics of the dollar pricing kernel, of cash flow growth, and of their interaction. We use simple models to illustrate how relationships between the two components can deliver term structures with a wide range of levels and shapes.
    Keywords: entropy; coentropy; term structure; yields; excess returns
    JEL: G12 G13
    Date: 2016–04–01
  5. By: Biglaiser, Gary; Crémer, Jacques
    Abstract: We study the dynamics of competition in a model with network effects, an incumbent and entry. We propose a new way of representing the strategic advantages of incumbency in a static model. We then embed this static analysis in a dynamic framework with heterogeneous consumers. We completely identify the conditions under which inefficient equilibria with two platforms will emerge at equilibrium; explore the reasons why these inefficient equilibria arise; and compute the profits of the incumbent when there is only one platform at equilibrium.
    Keywords: network effects; network externalities; plaforms
    JEL: L12 L13 L86
    Date: 2016–03
  6. By: Boeva, Bistra
    Abstract: This paper poses some questions related to the current state of international business and the way it is governed by big multinationals. The author aims to examine critically how corporate boards of listed companies design and monitor the policy of their companies towards their suppliers - Global Supply Chains. Environmental and social issues in the buyer-supplier relations are on the agenda of policy makers at both national and international levels. Global business players devise initiatives to fight child abuse, pollution, improper usage of natural resource. Academia examines the above issues through the prism of macroand microeconomic studies, social and environmental research. This paper aims to analyze the role of good corporate governance in coping with bad working conditions in factories in developing economies and related environmental problems. The focus is on the compliance with one of the six corporate governance principles: recognizing the rights of stakeholders. Traditional research methods are employed to meet the objective of the study: literature survey and case studies.
    Keywords: corporate governance, stakeholders, global supply chains, corporate social responsibility, boards, nonfinancial information
    JEL: F23 G3
    Date: 2015
  7. By: Li, Xun (University of Connecticut); Lopez, Rigoberto A.
    Abstract: This paper estimates the pass-through between diesel fuel and retail milk prices at the product brand level, based on a random coefficient logit demand model along with a market channel marginal cost function in order to estimate energy price pass-through rates to the consumer. It takes into account the partial and net impact of energy prices through the multi-market effects on other inputs. It also exploits a natural experiment of energy hyperinflation and the great recession in 2008. Empirical results show that energy prices (e.g., diesel price) significantly impact the retail prices of milk products and are, therefore, an important determinant of food price inflation. Pass-through rates are estimated to be in the range from 0.15 to approximately 0.50 before March 2008 and from 0.09 to 0.19 after March 2009, with an average of 0.26. This indicates that a $1.00 per gallon increase in diesel prices would on average result in a 26¢ per gallon increase in the retail price of milk.
    Keywords: food, milk, energy, pricing, pass-through
    Date: 2015–07

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