Spanish AbstractEl “co-branding” se ha constituido en una herramienta fundamental para los empresarios que aspiran a incrementar el recuerdo y reconocimiento de sus marcas dentro de la mente retentiva del público consumidor. Por consiguiente, el presente artículo tiene como objetivo...

Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...

Cooperative advertising is an important mechanism used by manufacturers to influence retailers' promotional decisions. In a typical arrangement, the manufacturer agrees to reimburse a fraction of a retailer's advertising cost, known as the subsidy rate. We consider a case of new product adoption...

Given that clustered firms in developing countries generally sell their goods through multinational firms, we seek to determine under what conditions might clustered surgical instrument firms band together and form a cooperative to “break out” of their relationship with multinational buyers...

This paper analyzes a mechanism through which a supplier of unknown quality can overcome its asymmetric information problem by selling via a reputable downstream rm. The supplier s adverse-selection problem can be solved if the downstream rm has established a reputation for delivering high...

Die Dissertationsschrift greift den seit längerem geführten Diskurs nach der Relevanz von Szenen für das Marketing auf und fokussiert auf die Grundannahme, dass sich Szenen nicht ausschließlich durch bspw. geteilte Wertorientierungen und Rituale, sondern mindestens genauso häufig durch den...

Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to...

"To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and...

"For much of the twentieth century, United Grain Growers was one of the major forces in Canadian agriculture. Founded in 1906, for much of its history UGG worked to give western farmers a “third way” between the competing poles of cooperatives like the Saskatchewan Wheat Pool and the private...

Die zunehmende Bedeutung des Affiliate-Marketing im Online-Werbemarkt -- Praktische Grundlagen und Prozess des Affiliate-Marketing -- Studien zur Mehrkanalforschung mit Blick auf das Affiliate-Marketing -- Gestaltungsparameter zur Steuerung des Klickpfads einer Affiliate-Marketingkampagne

We study joint marketing arrangements by competing firms who engage in price discrimination between consumers who patronize only one firm (single purchasing) and those who purchase from both competitors (bundle purchasers). Two types of joint marketing are considered. Firms either commit to a...

We study joint marketing arrangements by competing firms who engage in price discrimination between consumers who patronize only one firm (single purchasing) and those who purchase from both competitors (bundle purchasers). Two types of joint marketing are considered. Firms either commit to a...

In den Non-Food-Konsumgüterbranchen mit Gütern des mittel- und langfristigen Bedarfs setzen sich neue Geschäftsmodelle durch, die auf einer simultanen Neugestaltung der Markenkonzeption, der Wertschöpfungskette und der finalen Distributionsstufe beruhen. Die neuen vertikalen Markenanbieter...

In online affiliate marketing networks advertising web sites offer their affiliates revenues based on provided web site traffic and associated leads and sales. Advertising web sites can have a network of thousands of affiliates providing them with web site traffic through hyperlinks on their web...