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on Marketing |
| By: | Azamat Valei |
| Abstract: | This paper studies the incentives for a monopolistic firm producing a good with network externalities to advertise when consumers face imperfect infor- mation and therefore must search to realize their actual willingness to pay for the good. A firm may disclose market information through advertising if it finds it beneficial. The results suggest that advertising is more likely in the case of a negative network effect and less likely with a positive network effect. When a monopolist faces a strong network externality, it chooses to support the maximum possible network and charge a price equal to the value of the externality. Finally, depending on the value of the search cost and type of network externality, a monopolist may use different advertising content: no information, price information only, product characteristics, or both price and product characteristics. Specifically, if all consumers have the same search cost, as the search cost grows the firm must include more informa- tion in the advertising content, while as the network externality changes from negative to positive, the firm reduces the content. In contrast, if consumers di¤er in their search costs, the firm tends to provide more information as the externality changes from negative to positive. |
| Keywords: | advertising; search; network effects; consumption externality; band- wagon; snob effect; monopoly; industrial organization; |
| JEL: | D42 D83 D85 L12 |
| Date: | 2017–06 |
| URL: | http://d.repec.org/n?u=RePEc:cer:papers:wp596&r=mkt |
| By: | Salwa Mkik (Université Mohammed V de Rabat); Mustapha Khouilid (Université Mohammed V de Rabat); Amina Aomari (Université Mohammed V de Rabat) |
| Abstract: | The main intention to write this article is to determine the level of awareness and perception of Moroccan consumers through evaluating their connection to the environment, trust in green advertising promoted by companies and willingness to purchase green products. A survey was conducted to gather responses from online respondents using the social media website. Two hundred and two respondents have responded to the one week survey time, to a 24 questions questionnaire. The findings show that generally, the Moroccan consumers have some environmental awareness and a significant positive influence towards green advertising on their behaviour. The theoretical and managerial implications of these findings will be discussed. |
| Keywords: | Environmental consumption,Green advertising,Consumer behaviour,Environmental awareness,Environmental concerns |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01581428&r=mkt |
| By: | Dürr, Niklas S.; Engelstätter, Benjamin; Ward, Michael R. |
| Abstract: | We investigate how competition in product niches affects the ultimate timing of product release for experience goods using data on motion pictures in the United States. We identify product niches that movies occupy along three different product dimensions: common actor, common director, and common genre. We estimate the drivers for a motion picture's weekly sales based on the variation in the level of competition in these particular niches over time. We show that release date of motion pictures are more likely rescheduled when there is more competition during the initially proposed release week. Next, we find that competition from movies by the same director or within the same movie genre decrease motion picture's box office revenue most. Finally, we compare a movie's actual sales to estimated sales at the originally planned release date. Rescheduled movies generate about $6 million more revenue than they would have at their originally proposed release date. |
| Keywords: | Non-price competition,Niche competition,Strategic timing of entry,Movie market |
| JEL: | D22 L21 L82 M31 |
| Date: | 2017 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:zewdip:17033&r=mkt |
| By: | Magali Aubert (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - CIRAD - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - INRA Montpellier - Institut national de la recherche agronomique [Montpellier] - CIHEAM - Centre International des Hautes Études Agronomiques Méditerranéennes); Geoffroy Enjolras (CERAG. Centre d'Etudes et de Recherches Appliquées à la Gestion - Université Grenoble Alpes) |
| Abstract: | Short food supply chains are now recognized marketing channels in French agriculture and are adopted widely by some sectors. This article is part of the growing body of studies on short food supply chains by proposing a study of the dynamics of the adoption of retail selling. The analysis relies on the FADN database for the years 2006 to 2012 and considers farms continuously operating over this period. Descriptive statistics are complemented by a two-step Heckman selection model that considers the duration of retail selling adoption, conditioned by the fact that farmers decide at first to adopt or not such marketing strategy. The analysis identifies that the adoption of such strategy is quite stable over the years. The econometric results confirm the link between the farmer's level of education, the use of workforce, phytosanitary products and the adoption of short marketing channels. They highlight the relationship between the reduction of workforce and phytosanitary products, the implementation of a sound financial situation, as well as sectorial peculiarities in the duration of adoption of retail selling. By contributing to a deeper understanding of short marketing modes, these results reflect the emergence of a specific model of farms centered on the use of short food supply chains. |
| Keywords: | retail selling,FADN,wine-growing,market gardening,fruit production,heckman |
| Date: | 2016–10–27 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01404562&r=mkt |
| By: | Mustapha Khouilid (Faculté des Sciences Juridiques, Economiques et Sociales - Université Mohamed V - Souissi); Abdellah Echaoui (Faculté des Sciences Juridiques, Economiques et Sociales - Université Mohamed V - Souissi); Lala Sara Yousfi (Faculté des Sciences Juridiques, Economiques et Sociales - Université Mohamed V - Souissi) |
| Abstract: | Nowadays, commercial enterprises confront a clientele increasingly informed and therefore demanding and volatile, especially in the telecoms sector in Morocco. For that purpose, the customer capital becomes a central concern of these companies. Furthermore, the solution that seems most effective to deal with these challenges is to set up a relational dimension. In order to verify the impact of the relational dimension of marketing on customer loyalty, an empirical study was conducted with 138 customers of Moroccan telecom operators (Maroc Telecom, Meditel and Wana Corporate). The results of this study confirm that all elements of relational marketing have a positive and significant effect statistically on customer loyalty. Found and develop a customer capital is the aim of any business. To this end, Moroccan telecom operators must establish trust with customers, to notify their customers of any information deemed useful and satisfy their expectations while being close to the customer as well as personalizing the customer-company relationship. |
| Abstract: | Le capital client est devenu au cœur des préoccupations des entreprises en général, et des entreprises commerciales en particuliers qui font face à une typologie de clientèle de plus en plus informée et donc plus exigeante et volatile, surtout pour le secteur des télécommunications au Maroc. La mise en place d’une dimension relationnelle semble être la solution la plus pertinente pour faire face à ces enjeux. Une étude empirique a été réalisée auprès de 138 clients des opérateurs de télécommunications marocains (Maroc Telecom, Meditel, et Wana Corporate). Le but de cette enquête est d’étudier l’impact de la dimension relationnelle du marketing sur la fidélité des clients. Les résultats montrent que tous les éléments du marketing relationnel ont un impact positif et significatif statistiquement sur la fidélité des clients. Ainsi, pour construire et développer un capital client, les opérateurs téléphoniques au Maroc ont intérêt à instaurer un climat de confiance avec la clientèle, à informer leurs clients de toute information jugée utile, et à satisfaire leurs attentes tout en étant proche du client et en personnalisant la relation Client-Entreprise. |
| Keywords: | proximity of access to clients,Communication,Customer relationship customization,Relationship marketing,Customer loyalty,proximité d’accès aux clients.,Fidélisation des clients,Marketing relationnel,Personnalisation de la relation client |
| Date: | 2016–09 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01519011&r=mkt |
| By: | Radka Bauerová (Department of Business Economics and Management, School of Business Administration, Silesian University); Martin Klepek (Department of Business Economics and Management, School of Business Administration, Silesian University) |
| Abstract: | In today's world, the technology and internet reshaped the way products are ordered, delivered and consumed. More and more customers have internet connection thus opportunity to buy online. The products bought mostly online are mobile and IT, electronics, home and gardening equipment and fashion. On the other side of the spectrum is food. Thanks to high demands on logistics, companies entered the market in the Czech Republic gradually. One fourth of Czech customers tried buying food online and every tenth person buys groceries regularly. However, the relative turnover of online groceries to whole e-commerce market is low. Online retailers or e-retailers are therefore in constant search for understanding of consumer behaviour behind current situation. The aim of the paper is to formulate a theoretical model and formulate a hypothesis for consecutive model testing via structural equation modelling approach. The model will be suitable for online grocery shopping acceptance as a new technology in retail domain. |
| Keywords: | Technology acceptance model, TAM modification, online sales, online shopping, online grocery shopping |
| JEL: | M31 |
| Date: | 2017–08–31 |
| URL: | http://d.repec.org/n?u=RePEc:opa:wpaper:0044&r=mkt |
| By: | Massimo Motta; Emanuele Tarantino |
| Abstract: | It has been suggested that mergers, by increasing concentration, raise incentives to invest and hence are pro-competitive. To study the effects of mergers, we rewrite a game with simultaneous price and cost-reducing investment choices as one where firms only choose prices, and make use of aggregative game theory. We find no support for that claim: absent efficiency gains, the merger lowers total investments and consumer surplus. Only if it entails sufficient efficiency gains, will it be pro-competitive. We also show there exist classes of models for which the results obtained with cost-reducing investments are equivalent to those with quality-enhancing investments. |
| Keywords: | Horizontal mergers, innovation, investments, network-sharing agreements, competition. |
| JEL: | K22 D43 L13 L41 |
| Date: | 2017–08 |
| URL: | http://d.repec.org/n?u=RePEc:upf:upfgen:1579&r=mkt |
| By: | Massimo Motta; Emanuele Tarantino |
| Abstract: | It has been suggested that mergers, by increasing concentration, raise incentives to invest and hence are pro-competitive. To study the effects of mergers, we rewrite a game with simultaneous price and cost-reducing investment choices as one where firms only choose prices, and make use of aggregative game theory. We find no support for that claim: absent efficiency gains, the merger lowers total investments and consumer surplus. Only if it entails sufficient efficiency gains, will it be pro-competitive. We also show there exist classes of models for which the results obtained with cost-reducing investments are equivalent to those with quality-enhancing investments. |
| Keywords: | Horizontal mergers, innovation, investments, network-sharing agreements, competition |
| JEL: | K22 D43 L13 L41 |
| Date: | 2017–08 |
| URL: | http://d.repec.org/n?u=RePEc:bge:wpaper:987&r=mkt |
| By: | Fatima El Hadad Gauthier (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - CIHEAM - Centre International des Hautes Études Agronomiques Méditerranéennes - INRA Montpellier - Institut national de la recherche agronomique [Montpellier] - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIRAD - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, CIHEAM-IAMM - Centre International des Hautes Études Agronomiques Méditerranéennes-Institut Agronomique Méditerranéen de Montpellier); Myriam-Emilie Kessari (Montpellier Recherche en Management (MRM) - Montpellier Business School); Giulia Palma (CIHEAM-IAMM - Centre International des Hautes Études Agronomiques Méditerranéennes-Institut Agronomique Méditerranéen de Montpellier); Leila Temri (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - CIHEAM - Centre International des Hautes Études Agronomiques Méditerranéennes - INRA Montpellier - Institut national de la recherche agronomique [Montpellier] - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIRAD - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques); Selma Tozanli (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - CIHEAM - Centre International des Hautes Études Agronomiques Méditerranéennes - INRA Montpellier - Institut national de la recherche agronomique [Montpellier] - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIRAD - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, CIHEAM-IAMM - Centre International des Hautes Études Agronomiques Méditerranéennes-Institut Agronomique Méditerranéen de Montpellier) |
| Abstract: | In this article, we first present the framework of the conventions theory (CT) and the sustainable criteria of the Alternative Food Networks (AFN). Then, we present our results chain’s actor by chain’s actor (processors, supermarkets, corner grocery stores and producers). We indicate their consideration for the local and organic food products and their values around these themes. Finally we discuss these results within the CT conceptual framework showing that the producers seems anchored in the industrial world while the other actors are in majority coordinated by the market world. Thus, we suggest that the levers will be different for the producers and for the other actors of the peach and apricot chains and yet some common values have to been found within the chain. |
| Keywords: | fruit production,value chain,alternative food network,sustainable convention |
| Date: | 2016–10–27 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-01407267&r=mkt |