nep-mkt New Economics Papers
on Marketing
Issue of 2019‒05‒13
four papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Marketing Agencies and Collusive Bidding in Online Ad Auctions By Decarolis, Francesco; Goldmanis, Maris; Penta, Antonio
  2. A Twenty-Year Citation Analysis of the Knowledge Outflow and Inflow Patterns from the Journal of Product Innovation Management By Shikhar Sarin; Christophe Haon; Mustapha Belkhouja
  3. Diffusion and Pricing Over the Product Life Cycle By Nair, Harikesh S.
  4. Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism By Richard Huaman Ramirez; Noël Albert; Dwight Merunka

  1. By: Decarolis, Francesco; Goldmanis, Maris; Penta, Antonio
    Abstract: The transition of the advertising market from traditional media to the internet has induced a proliferation of marketing agencies specialized in bidding in the auctions that are used to sell ad space on the web. We analyze how collusive bidding can emerge from bid delegation to a common marketing agency and how this can undermine the revenues and allocative efficiency of both the Generalized Second Price auction (GSP, used by Google and Microsoft-Bing and Yahoo!) and the of VCG mechanism (used by Facebook). We find that, despite its well-known susceptibility to collusion, the VCG mechanism outperforms the GSP auction both in terms of revenues and efficiency.
    Keywords: Collusion; Digital Marketing Agencies; Facebook; Google; GSP; Internet Auctions; Online Advertising; VCG.
    JEL: C72 D44 L81
    Date: 2019–04–23
  2. By: Shikhar Sarin (Boise State University); Christophe Haon (MKT - Marketing - Grenoble École de Management (GEM), IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc); Mustapha Belkhouja (Grenoble École de Management (GEM))
    Abstract: Since its inception in 1984, an emphasis on cross-functionality and interdisciplinary research was encrypted into the DNA of the Journal of Product and Innovation Management (JPIM). This essay explores the extent to which the journal has served as a platform for exchange of ideas between different disciplines by examining knowledge outflow and inflow with other scientific journals and disciplines over a 20-year period (1994-2013). Based on an extensive bibliometric database, we gain insights about how JPIM has evolved. We show that the journal has become a gatekeeper, importing knowledge mostly from the marketing and management literatures, and exporting knowledge to the technology and innovations management and the operations management domains.
    Date: 2019
  3. By: Nair, Harikesh S. (Stanford Graduate School of Business)
    Abstract: This chapter presents a selective review of a literature in marketing that analyzes diffusion and pricing over the product life-cycle. I primarily focus on empirical work, and on papers that deal with the dynamics of pricing over time. I discuss how recent empirical work has linked outcomes to microfoundations and accommodated a role for forward-looking consumers and firms. I emphasize a more nuanced perspective of the product life-cycle that has emerged in the literature, as an endogenous outcome arising from the interaction of preferences, expectations, costs and competition in the market, rather than as an exogenously specified process against which marketing strategies should be optimized.
    Date: 2019–04
  4. By: Richard Huaman Ramirez (EM Strasbourg - Ecole de Management de Strasbourg); Noël Albert (Kedge Business School [Talence]); Dwight Merunka (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)
    Abstract: This research is interested in extending our understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.
    Date: 2019

This nep-mkt issue is ©2019 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.
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NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.