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Endogeneity in Marketing Decision Models

Shugan, Steven M. - In: Marketing Science 23 (2004) 1, pp. 1-3

There are many critical concerns (including the accounting for endogeneity) when one is properly estimating response functions. However, it is sometimes (certainly not always) better to leave some variables exogenous when building mathematical models intended to help decision makers. The...

Persistent link: https://www.econbiz.de/10008788021

Reputation in Marketing Channels: Repeated-Transactions Bargaining with Two-Sided Uncertainty

Banks, Darryl T.; Hutchinson, J. Wesley; Meyer, Robert J. - In: Marketing Science 21 (2002) 3, pp. 251-272

Marketing channel interactions typically feature three characteristics that have not been incorporated together in an analytic study: (1) the parties can do business repeatedly over time, often under different terms of trade (e.g., prices may vary), (2) the terms that the seller offers one buyer...

Persistent link: https://www.econbiz.de/10008788041

—Optimal Selling in Dynamic Auctions: Adaptation Versus Commitment

Zeithammer, Robert - In: Marketing Science 26 (2007) 6, pp. 859-867

This paper analyzes optimal selling strategies of a monopolist facing forward-looking patient unit-demand bidders in a sequential auction market. Such a seller faces a fundamental choice between two selling regimes: selling that involves learning about remaining demand from early prices, and...

Persistent link: https://www.econbiz.de/10008788045

“Let Me Talk to My Manager”: Haggling in a Competitive Environment

Desai, Preyas S.; Purohit, Devavrat - In: Marketing Science 23 (2004) 2, pp. 219-233

Although negotiating over prices with sellers is common in many markets such as automobiles, furniture, services, consumer electronics, etc., it is not clear how a haggling price policy can help a firm gain a strategic advantage or whether it is even sustainable in a competitive market. In this...

Persistent link: https://www.econbiz.de/10008788087

Channel Coordination When Retailers Compete

Ingene, Charles A.; Parry, Mark E. - In: Marketing Science 14 (1995) 4, pp. 360-377

This paper explores channel coordination by a manufacturer that sells through competing retailers and that treats these retailers equally, as required by the Robinson-Patman Act. The authors show that, in general, there exists no single two-part tariff with a constant per-unit charge that will...

Persistent link: https://www.econbiz.de/10008788121

Digital Piracy: A Competitive Analysis

Jain, Sanjay - In: Marketing Science 27 (2008) 4, pp. 610-626

products, and increase social welfare. This is because weaker copyright protection enables firms to reduce price competition by … competition. We also examine how equilibrium copyright enforcement is affected by network externalities. In contrast to previous … device to reduce price competition. …

Persistent link: https://www.econbiz.de/10008788133

—Trading Up: A Strategic Analysis of Reference Group Effects

Amaldoss, Wilfred; Jain, Sanjay - In: Marketing Science 27 (2008) 5, pp. 932-942

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

Advertising in a Distribution Channel

Shaffer, Greg; Zettelmeyer, Florian - In: Marketing Science 23 (2004) 4, pp. 619-628

Conventional wisdom suggests that one of the goals of manufacturer advertising is to reduce the cross-price elasticity between products (make one's own and rivals' products appear to be substitutable in the eyes of consumers). Conventional wisdom also suggests that, all else being equal,...

Persistent link: https://www.econbiz.de/10008788174

Click Fraud

Wilbur, Kenneth C.; Zhu, Yi - In: Marketing Science 28 (2009) 2, pp. 293-308

Click fraud is the practice of deceptively clicking on search ads with the intention of either increasing third-party website revenues or exhausting an advertiser's budget. Search advertisers are forced to trust that search engines detect and prevent click fraud even though the engines get paid...

Persistent link: https://www.econbiz.de/10008788179

Content vs. Advertising: The Impact of Competition on Media Firm Strategy

Godes, David; Ofek, Elie; Sarvary, Miklos - In: Marketing Science 28 (2009) 1, pp. 20-35

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