Qnt Mkt: Marketing Strategy (Topic)最新文献

Pioneering Advantage in Generic Drug Competition 仿制药竞争的先锋优势

Qnt Mkt: Marketing Strategy (Topic) Pub Date : 2008-10-01 DOI: 10.2139/ssrn.925346

Yuen Tak Yu, Sachin Gupta

引用次数: 19

The Impact of Entry on Prices and Costs 进入对价格和成本的影响

Qnt Mkt: Marketing Strategy (Topic) Pub Date : 2007-09-01 DOI: 10.2139/ssrn.1013619

Rosa M. Abrantes-Metz, Pedro Pereira

引用次数: 3

On Inter-Industry Variation in the Vertical Integration of Advertising Services 广告服务垂直整合中的行业差异研究

Qnt Mkt: Marketing Strategy (Topic) Pub Date : 2005-12-01 DOI: 10.2139/ssrn.880135

Sharon Horsky, Steven C. Michael, A. Silk

{"title":"On Inter-Industry Variation in the Vertical Integration of Advertising Services","authors":"Sharon Horsky, Steven C. Michael, A. Silk","doi":"10.2139/ssrn.880135","DOIUrl":"https://doi.org/10.2139/ssrn.880135","url":null,"abstract":"We investigate inter-industry variation in the relative incidence of advertisers' utilization of in-house rather than independent advertising agencies. To account for this variability, we develop a set of hypotheses drawing on two perspectives that figure prominently in the literature on vertical integration. The first perspective emphasizes scale economies and double marginalization. The second perspective is that of transactions cost economics. The hypotheses are tested using a database consisting of a cross section of 70 two digit SIC industries measured at two points in time, 1991 and 1999. Confirming our first hypothesis, we found the tradeoff between the potential gains accompanying avoidance of double marginalization and the possible sacrifice of size-related scale economies tended to operate so as to decrease the likelihood of vertical integration as the size of advertising outlays increased. Consistent with three additional hypotheses suggested by transaction cost economics, we find that the likelihood of internalization of advertising services increases across industries as (i) advertising intensity increases and is greater for (ii) technological intensive and (iii) creative industries. The underlying rationale for (i) and (ii) emphasizes the role of human asset specificity while that for (iii) relates to transaction similarity and the opportunity to exploit scope economies. A fourth hypotheses suggested by transaction cost analysis, that predicted greater vertical integration of advertising services in the retailing due to temporal specificity, was rejected.","PeriodicalId":178005,"journal":{"name":"Qnt Mkt: Marketing Strategy (Topic)","volume":"227 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2005-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122105533","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Empirical Analysis of Competitive Pricing Strategies with Complementary Product Lines 具有互补产品线的竞争性价格策略实证分析

Qnt Mkt: Marketing Strategy (Topic) Pub Date : 2005-12-01 DOI: 10.2139/ssrn.899606

Yu Ma, Seethu Seetharaman, C. Narasimhan

{"title":"Empirical Analysis of Competitive Pricing Strategies with Complementary Product Lines","authors":"Yu Ma, Seethu Seetharaman, C. Narasimhan","doi":"10.2139/ssrn.899606","DOIUrl":"https://doi.org/10.2139/ssrn.899606","url":null,"abstract":"We build an econometric model of a household's purchase incidence and brand choice decisions in complementary product categories to account for cross-category dependence in demand. Complementarity is modeled as the additional utility that a household derives from the joint consumption of brands in complementary categories. We estimate the proposed multi-category demand model using scanner panel data on cake mix and frosting categories. Using the estimated demand model as an input, we investigate whether the observed retail prices in the two categories are consistent with joint-category profit maximization behavior on the part of the retailer. We also investigate whether manufacturers' pricing behavior is consistent with maximizing the sum of profits from their brands (bearing the same umbrella name) in both complementary categories. Lastly, we investigate the nature of vertical channel interactions between the manufacturers and the retailer. We find that our proposed multi-category demand model fits households' purchasing outcomes better than traditional single-category demand models (which yield significantly under-stated within-category price elasticities). While each brand in one category is a complement for every brand in the other category, the cross-category complementarity and cross-category price elasticity are found to be strongest with respect to the umbrella brand name in the other category. We find that the data are consistent with joint-category profit maximization behavior by the retailer across the two categories, and with a Vertical Nash game between the retailer and the manufacturer. Finally, we find that the data are consistent with a Bertrand-Nash pricing game among manufacturers maximizing the sum of their brands' profits in the two categories. In fact, joint-category profit maximization is found to be a dominant strategy for each manufacturer.","PeriodicalId":178005,"journal":{"name":"Qnt Mkt: Marketing Strategy (Topic)","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2005-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114836795","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 9

Why the Music Industry May Gain from Free Downloading - the Role of Sampling 为什么音乐产业可以从免费下载中获益——采样的作用

Qnt Mkt: Marketing Strategy (Topic) Pub Date : 2005-10-01 DOI: 10.2139/ssrn.829544

M. Peitz, P. Waelbroeck

引用次数: 277