nep-mkt New Economics Papers
on Marketing
Issue of 2017‒01‒22
seventeen papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Optimal Market Structure in the Mobile Industry By Jeanjean, François; Houngbonon, Georges Vivien
  2. The different effect of consumer learning on incentives to differentiate in Cournot and Bertrand competition By Conze, Maximilian; Kramm, Michael
  3. Analysis of the relation between a person's emotion and willingness to accept for leaks of personal data. By Koguchi, Teppei; Jitsuzumi, Toshiya; Kasuga, Norihiro; Nakamura, Akihiro; Shishikura, Manabu
  4. Архетипический маркетинг как методология и методика исследования Интернета : психология восприятия контента By Sosnovskaya, Anna
  5. Does the usage of TV streaming on the Internet bring about new functions to the public service broadcaster? : Evidence from a randomized field experiment By Kuroda, Toshifumi; Kido, Daido; Ichikawa,Yoshiharu
  6. Bottleneck Analysis of the Mobile Internet Diffusion in Emerging Markets By Benseny, Jaume; Finley, Benjamin; Hämmäinen, Heikki
  7. The status of the mobile phone number as general purpose identifier – elaboration on cases from Norway and Pakistan By Hallingby, Hanne Kristine
  8. The Impact of NuVal Shelf Nutrition Labels on Consumption: Evidence from Cold Cereal Purchases By Melo, Grace
  9. Financial regulations and price inconsistencies across bitcoin markets By Pieters, Gina; Vivanco, Sofia
  10. Determinants of utilisation differences for cancer medicines in Belgium, Scotland and Sweden By Alessandra Ferrario
  11. Effects of OTT services on consumer's willingness to pay for optical fiber broadband connection in Thailand By Sudtasan, Tatcha; Mitomo, Hitoshi
  12. The Benefit of Collective Reputation By Zvika Neemam; Aniko Ory; Jungju Yu
  13. A Tale of Two Cities: An Examination of Medallion Prices in New York and Chicago By Sutirtha Bagchi
  14. Speed isn't everything: a multi-criteria analysis of broadband access speeds in the UK By Stocker, Volker; Whalley, Jason
  15. Quality Labels and Export Performance: Evidence from the French Cheese Industry By Duvaleix-Treguer, Sabine; Emlinger, Charlotte; Gaigne, Carl; Latouche, Karine
  16. Halal tourism industry in Indonesia: Potential and prospects By Jaelani, Aan
  17. Practical contribution for the assessment and monitoring of product market competition in the Portuguese Economy – estimation of price cost margins By Luis Folque

  1. By: Jeanjean, François; Houngbonon, Georges Vivien
    Abstract: The optimal market structure in the mobile industry is an important topic in the mobile industry. In this paper, we use two theoretical frameworks and a structural estimation approach to assess the effects of market structure on consumer surplus in symmetric mobile markets. When mobile services are viewed as homogeneous products under Cournot competition, we find that consumer surplus falls with the number of operators. However, when mobile services are considered as differentiated products under Salop competition, we find an inverted-U relationship between consumer surplus and the number of mobile operators. These findings call for a case-by-case analysis of the optimal market structure in the mobile industry.
    Keywords: Market structure,Investment,Mobile Telecommunications
    JEL: D21 D22 L13 L40
    Date: 2016
  2. By: Conze, Maximilian; Kramm, Michael
    Abstract: We combine two extensions of the differentiated duopoly model of Dixit (1979), namely Caminal and Vives (1996) and Brander and Spencer (2015a,b), to analyze the effect of consumer learning on firms' incentives to differentiate their products in models of Cournot and Bertrand competition. Products are of different quality, consumers buy sequentially and are imperfectly informed about the quality of the goods. Before simultaneously competing in quantities, firms simultaneously choose their investment into differentiation. Late consumers can observe earlier consumers' decisions and extract information about the quality of the goods. This influences the firms' incentives to differentiate. If firms compete in quantities, they are more likely to invest in differentiation with consumer learning than without. This is in line with implications of the recommendation effect introduced in Conze and Kramm (2016) in a model of spatial differentiation. We also examine the case in which firms compete in prices. Here, the effect of consumer learning is reversed, so that differentiation is less likely with consumer learning. Thus, we find an information-based difference between Cournot and Bertrand competition: in the Bertrand setting consumer learning increases the competition, i.e. products are more likely to be substitutes, and it weakens it in the Cournot model.
    Keywords: principle of minimum differentiation,consumer learning,Bayesian observational learning
    JEL: L13 L15 D83
    Date: 2017
  3. By: Koguchi, Teppei; Jitsuzumi, Toshiya; Kasuga, Norihiro; Nakamura, Akihiro; Shishikura, Manabu
    Abstract: In this research, we performed AHP analysis on what sentiments or emotions have the capacity to affect the WTP and WTA required by consumers, with respect to personal information leaks during internet use. The analysis results revealed differences in consumer sentiment and emotion during the following instances, despite their commonality in dealing with a personal information leak: a data leak while using online search services, while using a typical video streaming service such as YouTube, and while using a pornographic video service. Specifically, the user had relatively greater anger toward the business for data leaks encountered while using a typical video streaming service, and relatively greater self-shame for data leaks encountered while using pornographic video services.
    Date: 2016
  4. By: Sosnovskaya, Anna
    Abstract: The paper presents relevant psychological theory to study practices of consumption of Internet content. These theories help to define different user groups, different ways of information'consumption and perception, the strategy of behavior on the Internet, to establish a link between online behavior and mentality.
    Keywords: Internet-communication, mentality, Internet, Internet identity, psychoanalysis
    JEL: D8 D83
    Date: 2016
  5. By: Kuroda, Toshifumi; Kido, Daido; Ichikawa,Yoshiharu
    Keywords: Public service media,Internet,Field experiment
    JEL: D12 D72 D83 L86
    Date: 2016
  6. By: Benseny, Jaume; Finley, Benjamin; Hämmäinen, Heikki
    Abstract: According to the ITU, in 2013, only 6% of the population in developing countries had access to broadband Internet. Nevertheless, mobile Internet penetration rates have already exceeded those of fixed telecommunication services and may help in bridging the digital divide. To understand this phenomenon, we model the mobile Internet diffusion process via a system dynamics model that includes user competence, data price, and mobile network capacity as the main contributors to consumer utility and consequently, the main mobile Internet diffusion bottlenecks. The links that connect the system dynamics model variables are evaluated through a linear regression analysis that includes, for the first time, actual mobile capacity measurements from 17 metropolitan areas in emerging markets. The results suggest that market competition and mobile capacity are the main mobile Internet diffusion bottlenecks in emerging markets.
    Keywords: Mobile Internet,Emerging Markets,System Dynamics,Mobile Capacity
    Date: 2016
  7. By: Hallingby, Hanne Kristine
    Abstract: This paper discusses the mobile number's status as a general purpose identifier in digital customer journeys. The strength and availability of the mobile number as ID is assessed across several markets and examples of use are given. Two cases where the mobile number already is a trusted resource and installed base are presented. Strength and availability for the mobile number as ID varies across markets depending on ID requirements for SIM-cards and the local ecosystem: some markets score high, others low. The cases discussed are Norway and Pakistan. They are respectively a developed and developing economy however; both demonstrate a strong and available mobile number and innovative uses in digital customer journeys. This signals on the one hand a potential universal applicability of the mobile number across markets with very different prerequisites, on the other hand that use of the mobile number is a local phenomenon only. The analysis indicates that across markets there is an ongoing and continuous management of both mobile numbers and other IDs in order to affect strength and availability, to reach a sufficient installed base, and position as an attractive resource for digital customer journeys.
    Date: 2016
  8. By: Melo, Grace
    Keywords: Shelf nutrition labels, NuVal, Two-part Model, Agricultural and Food Policy, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, Health Economics and Policy, Marketing, Q18, D12,
    Date: 2017
  9. By: Pieters, Gina (Trinity University); Vivanco, Sofia (Trinity University)
    Abstract: We document systematic differences in bitcoin prices across 11 different markets representing 26% of global bitcoin trade volume. These differences must — due to the identical nature of all bitcoin — result from characteristics of markets themselves. We examine differences across the markets and find that those which do not require customer identification for establishing an account are more likely to deviate from representative market prices than those which do. This implies that standard financial regulations, specifically know-your-customer regulations, can have a non-negligible impact on the bitcoin market.
    JEL: G12 G14 K42 L86
    Date: 2016–12–01
  10. By: Alessandra Ferrario
    Abstract: Background Little comparative evidence is available on utilisation of cancer medicines in different countries and its determinants. The aim of this study was to develop a statistical model to test the correlation between utilisation and possible determinants in selected European countries. Methods A sample of 31 medicines for cancer treatment that obtained EU-wide marketing authorisation between 2000 and 2012 was selected. Annual data on medicines’ utilisation covering the in- and out-patient public sectors were obtained from national authorities between 2008 and 2013. Possible determinants of utilisation were extracted from HTA reports and complemented by contacts with key informants. A longitudinal mixed effect model was fitted to test possible determinants of medicines utilisation in Belgium, Scotland and Sweden. Results In the all-country model, the number of indications reimbursed positively correlated with increased consumption of medicines [one indication 2.6, 95% CI (1.8–3.6); two indications 2.4, 95% CI (1.4–4.3); three indications 4.9, 95% CI (2.2–10.9); all P
    Keywords: Medicines utilisation Multilevel mixedeffects data models Oncology Managed entry agreements Pharmaceutical policy
    JEL: I11
    Date: 2016–12–09
  11. By: Sudtasan, Tatcha; Mitomo, Hitoshi
    Abstract: Over-the-top (OTT) media and communications services are shifting internet consumption towards the increase of traffic over the internet. Since FTTH provides the highest capacity and speed of the broadband service, this paper attempts to examine the impact of OTT services to consumers to subscribe FTTH as an efficient off-load option from mobile broadband. Main research questions are whether and how OTT services affect and drive consumers to adopt optical fiber broadband. It uses fuzzy data to derive consumer's willingness to pay (WTP) for optical fiber broadband connection. The results of the study indicate that movie over internet service as an OTT service drives people to adopt and be willing to pay more for FTTH connection. The paper also discusses the policy implication on the promotion of optical fiber broadband adoption in Thailand.
    Keywords: Optical fiber,Willingness to pay,OTT services,Fuzzy data
    Date: 2016
  12. By: Zvika Neemam (Tel Aviv University); Aniko Ory (Cowles Foundation, Yale University); Jungju Yu (Yale School of Management)
    Abstract: We study a model of collective reputation and use it to analyze the benefit of collective brands. Consumers form beliefs about the quality of an experience good that is produced by one firm that is part of a collective brand. Consumers’ limited ability to distinguish among firms in the collective and to monitor firms’ investment decisions creates incentives to free-ride on other firms’ investment efforts. Nevertheless, we show that collective brands induce stronger incentives to invest in quality than individual brands under two types of circumstances: if the main concern is with quality control and the baseline reputation of the collective is low, or if the main concern is with the acquisition of specialized knowledge and the baseline reputation of the collective is high. We also contrast the socially optimal information structure with the profit maximizing choice of branding if branding is endogenous. Our results can be applied to country-of-origin, agricultural appellation, and other collective brands.
    Keywords: Branding, Collective reputation, Commitment, Country of origin
    JEL: C70 D21 D40 D70 L10 L50
    Date: 2016–12
  13. By: Sutirtha Bagchi (Department of Economics, Villanova School of Business, Villanova University)
    Abstract: This article examines the institution of taxicab medallions in two of the largest cities of the U.S.: New York and Chicago and changes in the prices of these medallions during the period 2009-2016 (for New York City) and 2007-2016 (for Chicago). It finds a drop of roughly 50% in the prices of these medallions in New York City and roughly 80% in Chicago from their peak in 2013/2014 to the present day. This drop is likely due to the rise of Transportation Network Companies (TNCs) such as Uber and Lyft although there have been other developments in this industry and this article chronicles some of these developments.
    Keywords: Taxicab medallions; Transportation Network Company; Uber; Lyft
    JEL: L43 L51 G14 M13
    Date: 2017–01
  14. By: Stocker, Volker; Whalley, Jason
    Abstract: In this paper, we demonstrate that there is more to consumer experience than just broadband access speed. We identify and describe a complex and dynamic set of interactions that occur between different factors that collectively determine consumer experience. We suggest that the relationship between broadband speed and consumer experience follows an inverted U-shape. Access speed is necessary to provide consumers with a good experience, but it is not sufficient. Based on our findings, a more nuanced understanding of the market for broadband Internet access products is outlined and a foundation for deriving valuable policy implications is developed. The results are of particular relevance for the ongoing universal service discussions in the UK and other countries.
    Keywords: Internet Access,Broadband,QoS,QoE,Consumer Experience,Ofcom
    Date: 2016
  15. By: Duvaleix-Treguer, Sabine; Emlinger, Charlotte; Gaigne, Carl; Latouche, Karine
    Keywords: Agricultural and Food Policy, International Relations/Trade, Marketing,
    Date: 2016–12
  16. By: Jaelani, Aan
    Abstract: This study confirms that halal tourism is a tourism industry which has contributed to economic growth in Indonesia, although the world economy slows down. In Indonesia, halal tourism has long been grown in the form of a pilgrimage undertaken by people with religious motivation. Along with the development of the global Islamic economy, then this type of tourism is undergoing a metamorphosis that requires a change in modern ranging from attractions, hotels, up to marketing. With the phenomenological approach, this study concludes that halal tourism has become part of the national tourism industry to position Indonesia as a center for halal tourism in the world in the future.
    Keywords: industry, religion tourism, syariah tourism, halal tourism
    JEL: F63 J1 L53 L83 O25 Q26 Z1
    Date: 2017–01–07
  17. By: Luis Folque (NOVA – School of Business and Economics)
    Abstract: This work project estimates price-cost margins for 163 Portuguese markets (defined at 3-digit level of CAE), with the aim of assessing the degree of product market competition. During the Economic and Financial Assistance Program of 2011-14, a set of product market reforms was implemented, with the objective of increasing competition in output markets. We provide a first assessment of the effectiveness of these reforms. We use Portuguese firm-level data to estimate price-cost margins, allowing for worker’s bargaining power. By then aggregating markets into sectors, our results allow us to conclude that the degree of competition did increase in most sectors
    Keywords: competitiveness, Portuguese Economy, product market reform, mark-up
    JEL: L10 L60 O50
    Date: 2016–05

This nep-mkt issue is ©2017 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.
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