Customer relationship management in competitive environments: The positive implications of a short-term focus

Researchers and business thought leaders have emphasized that firms must think and act with a long-term horizon when managing customer relationships. We demonstrate that, in contrast to this widely held view, profits in competitive environments may be maximized when firms ignore the future and instead maximize period-by-period profits from customers. Intuitively, while a long-term focus yields more loyal customers, it greatly increases short-term price competition to gain and keep customers. Consequently, overall firm profits and customer lifetime value may be lower when firms directly maximize multi-period profits from customers. Specifically, we analyze a model with segment-level pricing where firms in a duopoly can choose between period-by-period and multi-period profit maximization and demonstrate that, in many cases, a symmetric focus on period-by-period profit maximization emerges as the Pareto-dominant Nash equilibrium. We extend the model in two directions. First, we demonstrate that this superiority of the short-term focus endures even when a revenue expansion effect applies—that is, when customer loyalty leads to enhanced revenues. Second, we examine the case where customers are strategic and incorporate the long-term implications of their choices into their decision-making. Here we demonstrate that it may pay for firms to be myopic even when customers are strategic. The focus on multi-period surplus makes customers less price sensitive to price variations at the early stage of the game. Consequently, the focus on maximizing period-by-period profits enables the firms to charge higher upfront prices and leverage this lower price sensitivity into higher profits. Overall, our results highlight the paradox that, when it comes to managing customer relationships in competitive environments, a short-term focus may constitute the optimal long-term strategy.

Beliefs,attitudes and behaviour towards Web advertising

To examine Web users' beliefs, attitudes and behaviour towards Web advertising, Pollay and Mittal's (1993) belief model is tested via structural equation modelling. The results suggest the model is a robust Web advertising effectiveness measurement tool. Underlying the study are the hypotheses that Web users' attitudes towards Web advertising are a function of several belief factors and influence users' behavioural intention. Results indicate the belief factors—product information, hedonic pleasure, and social role and image—related positively to subjects' attitudes towards Web advertising. Web users' beliefs about materialism, falsity/no sense and value corruption related negatively to their attitudes towards Web advertising. Web advertising attitudes impacted on reported behaviour towards Web advertising such that the more positive Web users' attitudes were towards Web advertising, the greater the likelihood that they would respond favourably to Web ads. In addition, the higher the respondents' income and education, the more negative their reported behaviour towards Web advertising.     

Perfect competition in an oligopoly (including bilateral monopoly)

We show that if limit orders are required to vary smoothly, then strategic (Nash) equilibria of the double auction mechanism yield competitive (Walras) allocations. It is not necessary to have competitors on any side of any market: smooth trading is a substitute for price wars. In particular, Nash equilibria are Walrasian even in a bilateral monopoly.     

Inside and outside fiat money, gains to trade, and IS-LM

Summary. We build a one-period general equilibrium model with money. Equilibrium exists, and fiat money has positive value, as long as the ratio of outside money to inside money is less than the gains to trade available at autarky. We show that the nominal effects of government fiscal and monetary policy can be completely described by a diagram identical in form to the IS-LM curves introduced by Hicks to describe Keynes' general theory. IS-LM analysis is thus not incompatible with full market clearing, multiple commodities, and heterogeneous households. We show that as the government deficit approaches a finite threshold, hyperinflation sets in (prices converge to infinity and real trade collapses). At the other extreme, if the government surplus is too large, the economy enters a liquidity trap in which nominal GNP sinks and monetary policy is ineffectual. Received: January 2, 2002; revised version: April 8, 2002 Correspondence to: P. Dubey     

Efficiency properties of strategies market games: An axiomatic approach

The paper investigates the conditions under which an abstractly given market game will have the property that if there is a continuum of traders then every noncooperative equilibrium is Walrasian. In orther words, we look for a general axiomatization of Cournot's well-known result. Besides some convexity, continuity, and nondegeneracy hypotheses, the crucial axioms are: anonymity (i.e., the names of traders are irrelevant to the market) and aggregation (i.e., the net trade received by a trader depends only on his own action and the mean action of all traders). It is also shown that the same axioms do not guarantee efficiency if there is only a finite number of traders. Some examples are discussed and a notion of strict noncooperative equilibrium for anonymous games is introduced.     

Some people just want to read: The roles of age,interactivity, and perceived usefulness of print in the consumption of digital information products

With the advent of digital technologies, both academic researchers and marketing practitioners alike continually seek a richer understanding of the way information is produced and consumed. Against this backdrop, this study explores the relationship between interactivity, consumer satisfaction and adoption intention in the context of digital information products. Drawing broadly on the services marketing literature, interactivity literature and diffusion theory, the results of our study suggest that in a utilitarian context, consumers are more likely to adopt interactive books than more traditional static e-books. However, satisfaction with interactivity is moderated by the age of the consumer, with older “digital immigrant” participants more satisfied by static e-books and younger “digital native” participants more satisfied by interactive e-books. Also, the less useful consumers find print products, the more likely they will be to adopt interactive digital books, and this effect is also moderated by the age of the consumer. Finally, with the proliferation of digital devices only expected to continue, these findings have important implications for both product development and marketing communication programs.     

Product classifications,consumer characteristics,and patronage preference for online auction

An important unanswered question in the area of Internet auctions is what dynamics influences consumer preferences for shopping on these online auctions. Two key aspects of studying what sells on the Internet auctions are (a) the characteristics of products to be purchased and (b) consumer characteristics. This research focuses on the relationship between product purchase preference, prior experience, and socioeconomic characteristics for the online auction participants. It uses product classification theory rooted in information economics and marketing. The study results are based on a US national sample of online auction participants. The findings suggest that product class affects online auction patronage, yet socioeconomic characteristics may not be as influential as once perceived. The online merchants can benefit from the inquiry to improve auctions for search, experience, and credence goods. The five key contributions of the findings add value to the theory and practice of consumer behavior.     

Non-linear Dependence in Stock Returns: Does Trading Frequency Matter?

The UK has a quote-driven pure dealer market structure that is very different from order driven markets such as the NYSE and Japanese markets. This paper investigates non-linear dependence in stock returns for an exhaustive sample of UK stocks for a 21 year period. The results are analysed on the basis of trading frequency. It is found that non-linear dependence is highly significant in all cases for both individual stocks and stock portfolios formed on the basis of trading frequency. The non-linear dependence is primarily over a one day interval, although statistically significant non-linear dependence exists consistently even up to five trading days. Most of the non-linear dependence is in the form of ARCH-type conditional heteroskedasticity. However, statistically significant non-linearity in addition to an EGARCH(1,1) dependence also appears to be present. This additional non-linearity is greater for individual stocks than for portfolios and greater for smaller, less-liquid portfolios. Non-linear dependence does not appear to be caused by non-stationarity in underlying economic fundamentals or by non-linearity in the conditional mean. However, low dimensional chaos is not generally supported. The limited evidence on chaotic behaviour is stronger for portfolios with long price adjustment delays across component stocks. The main results are consistent with US studies on stock indices, suggesting that the process generating non-linear dependence is not dependent on market microstructure characteristics.     

THE COORDINATED REFORM OF TARIFFS AND INDIRECT TAXES

Tariff reduction designed to encourage outward-oriented developmentwill work only if alternative sources can be found to replenishrevenue lost in the cause of reducing protection. Integratedreform of tariffs with taxes would seem to be the answer, butso far analysts have often tended to treat the two instrumentsseparately. This article looks at the tariff and tax instruments used bydeveloping countries to protect their producers and to increasetheir revenues, and then lays out the contours of an integratedstructure for taxes with tariffs. This structure takes intoaccount not only objectives of efficiency and equity but alsoconstrained administrative capacity. The analysis concludeswith an examination of how these ideas may be used to guidethe coordinated reform of tax and tariff structures.