nep-mkt New Economics Papers
on Marketing
Issue of 2018‒12‒17
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Demand peaks and cost pass-through: a case of Irans's poultry market By Zamani, O.; Bittmann, T.; Loy, J.-P.
  2. Small or Smart? An Exploration of Viable Business Model of Media Organizations under the Lens of Attention Economy: The Case of China By Li Xiaoqin, Lisa; Gong, Xiaojing

  1. By: Zamani, O.; Bittmann, T.; Loy, J.-P.
    Abstract: This article examines cost pass-through and pricing behavior for fresh poultry meat during periods of peak demand. The analysis is conducted on weekly poultry wholesale-retail price data collected in all provinces of Iran from 2010 to 2016. Two traditional festivals are identified as periods of peak demand. We use a panel co-integration framework to estimate pass-through elasticity and speed of adjustment during peak and off-peak periods. We find that wholesale and retail prices increase during these periods, while retail margins decline. We interpret these findings as increased retail competition during periods of peak demand. Moreover, our findings confirm a more sluggish price adjustment during these periods. Acknowledgement : This research was supported by Kiel University funding.
    Keywords: Marketing
    Date: 2018–07
  2. By: Li Xiaoqin, Lisa; Gong, Xiaojing
    Abstract: Market-oriented traditional media that emerged from China's news reform now faces an industry crisis brought by new media. These traditional media organizations have been exploring ways to innovate and converge with new media. From 2014 to 2017, the author of this research tracked three market-oriented media outlets in Guangzhou: two life-style magazines and a media APP run by a metropolitan newspaper. Combining background document analysis, in-depth interview and participant observation, this study examines the process of establishing a new media business model aiming at sustainable profitability. It is found that in the process of transition, the macro media system unavoidably plays a restrictive role, while the motivation to innovate and ability to execute on the part of media organization leadership are a key factor. At the micro level, the original content production based on accurate positioning of target users is positively linked to media performance and profitability; and cross-media editorial operation may have an adverse impact. From the perspective of new media attention economy, wisdom journalism and wisdom marketing are equally important in attracting users. It is still too early to say that any new media profit model is mature to established, but this research finds that media convergence is a relatively smooth path for "demassified" small media to achieve profitability. As such, demassified media operation may become a new growth point or organic supplement in traditional media organizations in their media convergence process.
    Keywords: attention economy,demassification of media,wisdom journalism,smart marketing,new media profit model
    Date: 2018

This nep-mkt issue is ©2018 by Marco Novarese. 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.