nep-mkt New Economics Papers
on Marketing
Issue of 2021‒04‒12
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Direct-to-Consumer Sales by Manufacturers and Bargaining By Donna, Javier D.; Pereira, Pedro; Trindade, Andre; Yoshida, Renan C.
  2. Branding the performing arts in the digital age: Lessons from the Opéra de Paris By Juliette Ducros Passebois; Carole Martinez; Florence Euzéby
  3. Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail By Alain Debenedetti

  1. By: Donna, Javier D.; Pereira, Pedro; Trindade, Andre; Yoshida, Renan C.
    Abstract: Cutting out the intermediary and selling directly to consumers is an increasingly common strategy by manufacturers in many industries. We develop a structural model of vertical relations where manufacturers both bargain with retailers over wholesale prices and sell their products directly to consumers. We show that direct sales by manufacturers generate two effects that have opposing impact on welfare. First, direct sales generate potential welfare gains to consumers downstream due to additional competition and product variety. Second, in the upstream, there is an increase in the bargaining leverage of the manufacturers selling directly to consumers. Negotiated wholesale prices increase, thus increasing final prices to consumers and decreasing consumer welfare. We show how our model can be used to quantify the bargaining leverage and welfare effects of direct sales. We estimate our model using data from the outdoor advertising industry and use the estimated model to simulate counterfactual scenarios to isolate these effects. We conclude by discussing the relevance of the bargaining leverage effect for vertical merger evaluation.
    Keywords: Direct-to-consumer sales, bargaining, vertical mergers, advertising
    JEL: D43 L13 L42 L51 L81 M37
    Date: 2020–02–05
  2. By: Juliette Ducros Passebois; Carole Martinez (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel); Florence Euzéby
    Abstract: Digital age creates a new context for performing arts organizations. They have to imagine innovative marketing strategies to draw audiences' attention. The objective of this communication is to question how legitimate cultural organizations can manage their brand and what levers they can use to address news challenges. Relying on a new brand management paradigm, named "community paradigm", we focus on a case study methodology. The "3 e Scène", the Paris Opera 3 rd stage, a fully digital creative platform, appears as a good illustration of the new community branding paradigm. Multiple data were collected and analyzed: interviews with 3e scène stakeholders, secondary data and systematic observation of all 3e scène contents. By adopting a disruptive approach and offering content inspired and created by crowdcultures, the brand resonates with its time while connecting with wider audiences.
    Keywords: Branding,Digital,Performing Arts,Paris Opera
    Date: 2019–06–23
  3. By: Alain Debenedetti (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - UPEM - Université Paris-Est Marne-la-Vallée)
    Abstract: While prior studies have examined the creative and sacred aspects of luxury brands, homelike aspects of retail remain under-investigated and under-theorized. Yet this issue is central because in-store domestic experiences can entail strong forms of customer engagement and loyalty. Drawing from observations in luxury stores in Paris, this study demonstrates that domestic meanings are a pervasive element of the luxury in-store narrative that complements the portfolio of meanings luxury brands already use to support their high-end positioning. More specifically, this research shows to what extent and how luxury stores instill home-like socio-material cues that fit with the luxury context in which they are embedded. In doing so, this study contributes to the literature on luxury retail by examining how homeyness is staged in high-end environments, thus complementing prior research on luxury houses as creative and sacred institutions.
    Keywords: Homeyness,Domestic meanings,Luxury retail,In-store experiences,Place meanings,Observation methods
    Date: 2021–05

This nep-mkt issue is ©2021 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.