Download or read book Competition in Marketing written by Vera Magin and published by Springer Science & Business Media. This book was released on 2007-12-27 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: In her first essay Vera Magin uses primary experimental data to explore the effects of information on marketing decisions, performance, and competition. In the second essay she discusses several approaches to measure product differentiation in spatial contexts.

Download or read book Essays on Competition and Advertising written by Lu Liao and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first chapter studies the impact of private labels on advertising incentives of national brands. The worldwide expansion of private labels over the past two decades not only transformed the choice sets of consumers, but also forced manufacturers of national brands to design new marketing strategies to maintain their market positions. I first develop a consumer demand model that incorporates spillover effects of advertising for antacids including private labels and find positive spillovers of national brands' advertising on demand for private label antacids. With the demand estimates, I simulate the equilibrium prices and advertising levels for leading national brands in a counterfactual where private labels are eliminated to quantify national brands' advertising incentives as a response to the rise of private labels. I find that national brands' marginal returns to advertising would increase by, on average, 43% if all private labels are eliminated from the market, and the marginal returns for one national brand would increase by 31-37% when only its own private label counterpart is removed. The second chapter proposes a modeling framework for measuring the value of targeted advertising and apply that framework to detailed data on television advertising. Brands can concentrate their advertising in a particular demographic group only insofar as they can find television programs whose viewers are predominantly in that group. We measure the degree to which this is possible with the current menu of programs, and then analyze the advertising profiles (i.e. the demographic composition of the purchased advertising impressions) of over 13,000 brands to estimate their demographic group-specific returns to advertising. With these estimates we can simulate how changes in the ability to target affect brands' overall returns to advertising.

Download or read book Two Essays on Matching Strategy in Paid Search Advertising written by Shuai Yang and published by . This book was released on 2014 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Vertical Mergers Advertising and Competitive Entry written by Musa Ayar and published by . This book was released on 2008 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation consists of three independent essays. We briefly introduce these essays in chapter 1 and leave a comprehensive introduction to each essay. Chapter 2 considers a vertically separated industry where production takes time and vertical mergers shorten production time. We investigate the impact of vertical mergers on the downstream firms' ability to collude and show that vertical mergers facilitate downstream collusion. Chapter 3 provides a theoretical foundation for a puzzling empirical observation that advertising follows an inverted U shape for some new products. Chapter 4 analyzes an incumbent's response to a competitive entry. We show that if the quality of the entrant is uncertain, the incumbent can "jam" the quality signalling of the entrant. Finally, chapter 5 summarizes main conclusions of three essays.

Download or read book Essays on Digital Advertising written by Aleksandr Gritckevich and published by . This book was released on 2021 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital advertising has seen dramatic growth over the last decade. Total digital ad spending in the US has increased 6 times between 2010 and 2020, from $26 billion to $152 billion(eMarketer). This impressive development has in turn sparked a huge stream of literature studying all the different aspects of advertising in the digital media. My dissertation contributes to this literature via two essays. In the first essay, I consider a very important topic of ad blocking, that in the recent years has become a significant threat to advertising supported content. With a specific focus on consumer and total welfare, I show the detrimental role of the adblockers' current revenue model in decreasing content quality, consumer surplus and total welfare. In the second essay, I study demand learning in digital advertising markets, where firms learn over time how their advertising campaigns impact consumer demand by using their advertising campaign outcomes in earlier periods. By developing an analytic model, I demonstrate in several scenarios, such as monopoly and competition, that learning has an ambiguous effect on the key market parameters and, in particular, on the equilibrium advertising and quantities.

Download or read book Marketing and the Common Good written by Patrick E. Murphy and published by Routledge. This book was released on 2013-07-24 with total page 367 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.

Download or read book Essays on Market Competition written by Mushegh Harutyunyan and published by . This book was released on 2017 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt: My dissertation consists of three chapters in each of which I analyze how specific phenomena affect market competition and the firms' strategic decisions. Below I briefly describe the findings of each chapter. The first chapter analyzes a situation where a firm's customers learn some unanticipated or hidden use value of the firm's product whereas the non-customers remain uninformed about that extra value. Should the firm advertise and inform all consumers about its product's hidden value? A monopolist will benefit from advertising its product's hidden value. However, our analysis reveals that this may not be true when the firm faces competition in the market--the firm may actually make higher profits if it keeps its hidden value secret from its competitor's customers even if advertising to inform those customers is costless. Not advertising the product's hidden value creates an incentive for both firms to continue targeting their own existing customers rather than poaching each other's customers. This can alleviate price competition and increase both firms' profits even when firms anticipate the hidden value and compete more aggressively for customers in the early period. Our research suggests that firms can benefit from an "under-promise and over- deliver" strategy if they refrain from communicating their extra value to the competitor's customers. Moreover, we find that positive word of mouth about a firm's product will not necessarily benefit the firm and can in fact make all firms worse off. The second chapter of the dissertation challenges the conventional wisdom that firms will always benefit from reduced competition if their competitor exits the market or has a weakened product offering. We show that in a channel setting such intuition may not be true, and a manufacturer and its retailer can actually become worse off if the competing manufacturer exits the market (e.g., because of idiosyncratic shocks in its supply-side factors). Put differently, more intense market competition can be an all-win for the manufacturers, the retailers, and the consumers. Intuitively, although the competitor's exit will alleviate price competition for the surviving manufacturer and retailer, it will also worsen the double-marginalization problem within the surviving manufacturer's channel, leading to lower profits for the surviving manufacturer despite an increase in its wholesale price. The retailer may also become worse off because its benefit from alleviated competition may not be enough to compensate for the increased wholesale price. Moreover, we find that the manufacturer may benefit when the competitor's product quality increases, i.e., a firm may prefer a stronger rather than a weak enemy. In the third chapter, we investigate the competitive implications of some consumers' concerns for price fairness--a phenomenon that has been well-documented in the behavioral literature. We analyze a market where a fraction of consumers have fairness concerns, and their fairness perceptions are formed by comparing the competing firms' price markups--if a firm charges a higher markup than its competitor, then "fair-minded" consumers will tend to perceive the firm as unfair and be less willing to purchase the firm's product. One might think that the existence of fair-minded consumers would induce the firms to reduce their prices, decreasing their profits and increasing consumers' surplus. Contrary to this conventional wisdom, our analysis reveals that having a segment of fair-minded consumers in the market has a non-monotonic effect on the firms' profits. More specifically, if the fraction of consumers having fairness concerns is small, consumers' fairness concerns can actually alleviate price competition, making firms better off and consumers worse off. Within that range, an increase in the fraction of fair-minded consumers can increase the firms' profits and reduce the consumers' surplus. But when the fraction of fair-minded consumers is sufficiently high, the firms will compete more aggressively, in which case consumers' fairness concerns will benefit consumers and reduce the firms' profits.

Download or read book Influence of innovation on competitive advantage written by Jörg-Stefan Schöttler and published by GRIN Verlag. This book was released on 2004-01-28 with total page 10 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Otago (Marketing Department), language: English, abstract: "Radical innovation is innovation that has the power to change customer expectations, alter industry economics and redefine the basis for competitive advantage." – Gary Hamel, in 'Leading the Revolution' 1. Introduction Companies have always tried to create and capitalize on competitive advantages, ensuring profitability and long term survival. Due to the increasing competition in most markets, mainly caused by globalization, liberalisation and better information of the customers, the need to gain advantages in competition is now more essential than ever. Relevant to the quotation above, this essay discusses the proposition of GARY HAMEL that innovation is the key to achieve this goal. Additionally the links between innovation and competitive advantage are examined.

Download or read book Essays on Marketing Strategy written by Yeong Seon Kang and published by . This book was released on 2012 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: The objective of this dissertation is to understand optimal firm strategies (distribution channel structure, product and pricing strategies) using the Hotelling model in a duopoly competition. In Essay 1, I study how distribution channel structure affects quality decisions in a duopoly competition. I consider a set-up in which two retailers with different distribution channel structures compete on product quality and retail price. Channel decentralization can lead to more quality differentiation, which can soften the price competition. It turns out that two asymmetric strategy equilibria of an integrated and a decentralized channel structure exist. A retailer can adopt the integrated channel structure in which the retailer has the power to determine the quality of its product or can adopt the decentralized channel structure in which the supplier determines the product quality. I find that the asymmetric pairs of a decentralized channel by one retailer and an integrated channel by the other retailer can be a Nash equilibrium in a simultaneous-channel-choice model. In a sequential-channel-choice model, I find that the leader-retailer chooses the integrated channel and the follower-retailer chooses the decentralized channel and the leader can get a first-mover advantage. From a supplier's perspective, who can decide the distribution channel structure and level of quality, symmetric pairs of distribution channel structures are the equilibrium. When the market is covered and the competition between the channels exists, both suppliers choose the decentralized channel in equilibrium. When the market is not covered and each channel plays as a local monopoly, both suppliers choose the integrated channel in equilibrium. When I extend the model by adding two-dimensional consumer heterogeneity, the results are consistent with the basic model under certain conditions of the demand specification. In Essay 2, I analyze a duopoly competition when two firms face input cost increases. The objective of this study is to determine the firms' optimal strategy between a price increase and downsizing under conditions of a spatially differentiated market and consumers' diminishing utility on the product size. I analyze both symmetric and asymmetric cases of firms' original cost conditions. I find that when the two firms have the symmetric cost structures (i.e., the two firms have the same marginal cost), both firms choose the symmetric strategy in equilibrium and it depends on the amount of the cost increase. When the cost increase is sufficiently large, the two firms choose downsizing is a unique Nash equilibrium. When the input cost increase is sufficiently small, a price increase is a dominant strategy because both firms can pass the entire amount of the cost increase to the end consumers via the price increase and they can maintain their profits. When the input cost increase is intermediate, there are two Nash equilibria: (a) both firms choose a price increase or (b) both firms choose downsizing. I find that when the two firms have the asymmetric cost structures, the two firms might choose asymmetric pairs of strategies in equilibrium under certain conditions. The equilibrium outcomes depend on the cost differences between two firms and the amount of the cost increase. When the cost differences between the two firms are sufficiently small and the cost increase is sufficiently small, a price increase is the dominant strategy for both firms. When the cost differences between the two firms are sufficiently large and the cost increase is sufficiently small, the cost leader chooses a price increase, and the cost-disadvantaged firm chooses downsizing in equilibrium. When the cost increase is sufficiently large, both firms are reducing the product size in equilibrium. I extend model including an interaction effect between a consumer's loyalty and diminishing utility on the product size. Unexpectedly, downsizing might not be more favorable when a consumer's loyalty is weighted on the consumer's utility from the product size.

Download or read book Essays on Strategic Behavior in Oligopoly Markets written by Kosin Isariyawongse and published by . This book was released on 2009 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation addresses issues of strategic behavior of firms in oligopoly markets. In the first study we analyze how generic advertising affects brand advertising and firm profits in differentiated oligopoly markets. We develop two models, one with vertical differentiation and another with horizontal differentiation. In the case of vertical differentiation, we amend Crespi's (2007) model to show that only the high quality firm will use brand advertising. We also show that when differentiation is horizontal, the equilibrium is likely to be more symmetric in terms of each firm's profits, spending on brand advertising, and response to generic advertising. We also demonstrate that generic advertising will increase expenditures on brand advertising when firms play a supermodular game. In the second study, we analyze the interaction between generic advertising, brand advertising, and firm profits when products are differentiated either vertically or horizontally and brand advertising is purely informative. That is, brand advertising lowers consumer search costs of identifying brand characteristics. The model demonstrates that firms can benefit from investing in brand advertising that lowers consumer search costs as well as from brand advertising that is purely persuasive. In addition, the results demonstrate that whether brand advertising is persuasive or informative, the outcome is more likely to be symmetric with horizontal differentiation than with vertical differentiation. This study shows that brand advertising is a strategic complement when persuasive and a strategic substitute when informative. In the third study, we allow the choice of strategic variable, output and price, to be endogenous to the firm. We consider the case where one firm chooses output and the other firm chooses price, which we call a Cournot-Bertrand model. We provide a real world example of this "Cournot-Bertrand" behavior and show that the outcome can be a Nash equilibrium. Allowing the timing of play (early or late) as well as the strategic variable (output or price) to be endogenous, we demonstrate an outcome where one firm competes in output and the other firm competes in price can be a subgame perfect Nash equilibrium.

Download or read book Essays on Marketing Analytics Competition Connectedness and Controversy written by Changan Zhang and published by . This book was released on 2016 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays on Online Review Manipulation and Sponsored Search Advertising written by Cheng Nie and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Online reviews have been found to be important drivers for consumer’s purchase decisions. Many firms resort to online review manipulations in the hope to improve their revenues. Manipulated online reviews have been acknowledged as a critical challenge in the e-commerce industry. Two essays in my dissertation are in the domain of online review manipulation in the hotel industry. In the first essay, I study how a new type of competition from the sharing economy (specifically Airbnb.com), impacts how hotels manipulate reviews. Surprisingly, I find that hotels demote their competitors less in the presence of higher levels of Airbnb competition. For self-promotion, Airbnb’s impact varies across hotel types – high-end hotels intensify self-promotion activities while low-end hotels make no change. In the second essay, I study the economic effectiveness of different review manipulation strategies. I find that high-end hotels indeed benefit from self-promotion and are hurt from getting demoted by other hotels. Moreover, the negative impact of getting demoted is stronger for low-end hotels than for high-end hotels. My third essay is in the sponsored search advertising domain. I draw on the theory of strategic groups to investigate how advertisements from firms within such groups impact consumers’ clickstream behavior when viewing sponsored search results. I find a strong positive externality for within-group competitors relative to across-group competitors. My findings contribute to the sponsored search literature by theorizing and empirically verifying consumers’ search behaviors from the strategic group perspective.

Download or read book Two Essays on Retailing and Political Advertising Strategy written by Ravi Kumar Shanmugam and published by . This book was released on 2010 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay A ("Anchor Store Quality and Competition in Shopping Malls"): The ability of shopping centers to attract customers and increase sales depends in part on their anchor stores, the small number of large-sized, high-profile tenants located in every mall. In this paper, I develop a theoretical model of competition between anchor and non-anchor stores in a shopping mall, with the goal of explaining an observed pattern of choices of anchor-store quality levels made by mall developers. In particular, I examine the relationship between a mall's anchor-store quality levels, size, and measures of mall performance (visitor traffic and revenues). I find that mall size, because of its relationship to the probability that consumers will find a "fit" between their preferences and the non-anchor store's goods, has varying effects on price competition between the stores, visitor traffic, mall revenues, and anchor quality levels chosen by mall developers. The primary analytical result is that mall size has a positive and concave, i.e. inverse U-shaped, relationship with the probability that the developer chooses a high-quality anchor over a low-quality one. I then validate the predictions of this model using a data set containing information about key strategic variables for major North American malls, showing that the proposed relationships are robust to the inclusion of inter-mall competitive effects and additional relevant controls. Essay B ("Negative Advertising and Voter Choice"): Negative advertising in political campaigns has been especially timely in recent years, given the increased presence of negative advertising with each successive U.S. election cycle. Using data containing detailed information from both voter surveys and automated ad monitoring, we model choices made by both voters and candidates in U.S. House and Presidential elections in 2000. On the voter side, we model and estimate both voter candidate choice as well as voter turnout, and find that negative advertising has a positive effect both on voter turnout and on the likelihood of voting for the candidate sponsoring the ad. We then examine the campaign's choice of negative advertising and the manner in which it is related to various voter and market characteristics. The key findings are that negative advertising is more likely to be chosen when the cost of advertising is low, when races are closer, when the candidate is a "challenger" rather than an incumbent, and when the voter market is less educated, which makes it less likely that there will be greater scrutiny of candidates by voters.

Download or read book Essays on Capabilities Based Marketing and Competitive Superiority written by Mai Anttila and published by . This book was released on 2003 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The eight essays in this book examine different aspects of the relationship between marketing capability and firm performance. Covered themes include, among others, the influence of competitive environment and business strategy on the capability-performance relationship, distribution channel versus industrial firm context, and innovation and marketing capability."--Foreword.

Download or read book Regulation of Marketing and the Public Interest written by Ewald Theophilus Grether and published by Pergamon. This book was released on 1981 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Be Big Somewhere Other Essays on Marketing written by Irving B. Gerson and published by . This book was released on 1977 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Essays in Industrial Organisation written by Robert Andrew Edwards and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: