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Reference groups influence product and brand evaluations, especially when the product is a publicly consumed luxury good. Marketers of such luxury goods need to carefully balance two important social forces: (1) the desire of leaders to distinguish themselves from followers and (2) the...
Persistent link: https://www.econbiz.de/10008788173
effect of reducing cross-price elasticities and thus that manufacturer advertising can be a source of channel conflict. We …-price elasticities between their products, (2) channel conflict need not arise, even when the sole purpose of advertising is to affect …
Persistent link: https://www.econbiz.de/10008788174
is in a search engine's interest to allow some click fraud. Under full information in a second-price auction, if % of … clicks are fraudulent, advertisers will lower their bids by %, leaving the auction outcome and search engine revenues … unchanged. However, if we allow for uncertainty in the amount of click fraud or change the auction type to include a click …
Persistent link: https://www.econbiz.de/10008788179
two-sided competition on the actions and source of profits of media firms. One main conclusion we reach is that media … firms may charge higher content prices in a duopoly than in a monopoly. This happens because competition for advertisers can … contrast to those in a regular one-sided product market, in which competition typically lowers product prices and profits. We …
Persistent link: https://www.econbiz.de/10008788180
into the channel system provides “buffering” to the manufacturers from price competition when their products are highly …
Persistent link: https://www.econbiz.de/10008788184
This paper develops a model to address an important problem facing a manufacturer of a durable product. That is, how can it plan its new product introductions to minimize the obsolescence of the old product, preserve its market for the new product, and keep copycat products at bay? We analyze...
Persistent link: https://www.econbiz.de/10008788200
Manufacturers often have a choice of whether to advertise something positive about their own products without mentioning their rivals' products (a noncomparative ad) or whether to portray their rivals negatively in addition to promoting their own products (a comparative ad). In this paper we...
Persistent link: https://www.econbiz.de/10008788212
Idea generation (ideation) is critical to the design and marketing of new products, to marketing strategy, and to the creation of effective advertising copy. However, there has been relatively little formal research on the underlying incentives with which to encourage participants to focus their...
Persistent link: https://www.econbiz.de/10008788216
products. We find that featuring is associated with a price premium and serves as a mechanism to mitigate competition among …
Persistent link: https://www.econbiz.de/10008788223
While retailers have sales data to forecast demand, manufacturers have a broad understanding of the market and the coming trends. It is well known that pooling such demand information within a distribution channel improves supply chain logistics. However, little is known about how...
Persistent link: https://www.econbiz.de/10008788226