When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability

Retailers often feature manufacturer brands in their advertising with the aim to drive sales for those brands and, at the same time, increase in-store traffic. The adoption of such co-operative advertising strategies should reach an expanded audience base comprising of store and brand buyers. Based on empirical evidence in non-retail settings, these buyers are more likely to remember the advertising than non-buyers. This usage-bias effect implies that co-operative advertisements achieve greater cut through than would be the case if either brand advertised alone. Our paper tests this hypothesis in the context of retailer advertisements that feature manufacturer brands in the US, UK and Australia. Our results confirm that a retail brand's shoppers are more likely to recall its advertisements than non-shoppers, extending the usage-bias generalisation to a retailing context. However, while co-operative advertising does expand the buyer-base reach, any uplift in ad-memorability is negated by a reduced ability for buyers of only one of the two brands to recall the advertisement. Information overload on cognitive processing is a possible explanation for this finding, and has implications for extracting value from any investment in co-operative advertising.     

The retailer's brand promotion strategy under competition: The impact of supply uncertainty

While retailers are committed to promoting product brands to increase sales quantity and brand visibility, retailers are exposed to supply uncertainty. Therefore, we explore the brand promotion strategies of retailers in a competitive model. We then investigate the decision model under three different brand strategies and explore the equilibrium outcomes of stakeholders under supply uncertainty. In addition, we analyze and discuss social welfare under different scenarios. The results show that when the promotion cost is high (i.e., the cost effect dominates the market expansion effect), neither retailer promotes the product brand. When the promotion cost is low (i.e., the market expansion effect dominates the cost effect), both retailers tend to promote the product brands. When the promotion cost and market expansion match each other, only one retailer promotes the product brand becomes the equilibrium strategy. It is worth noting that when both retailers promote the product brand, the retailer falls into a prisoner's dilemma. In addition, we find that the supply uncertainty level diminishes the cost affordability and the motivation of retailers to promote the product brands. Interestingly, the supply uncertainty level reduces the possibility of retailers being in a prisoner's dilemma. Besides, market expansion (supply uncertainty) contributes to improving (diminishing) social welfare.     

The Informational Role of Prices*

We consider a dominant firm with a competitive fringe in order to investigate the informational role of prices. The fringe is necessary for the existence of a unique, fully revealing equilibrium, in which the price reveals the quality of the good to uninformed buyers. A higher price triggers more sales on the part of the competitive fringe, reducing both residual demand and profits. We find that a larger share of uninformed buyers increases the price and reduces the quantity sold by the dominant firm, but increases the quantity sold by the competitive fringe. This, in turn, reduces consumer surplus and welfare.     

Service dominant logic as a new fundamental framework for analyzing event sustainability: A case study from the German meetings industry

This study proposes Service Dominant Logic as a new explanatory approach to improve our understanding of sustainable events. A two-step analysis serves as a methodical framework. First, literature related to event marketing and Service Dominant Logic is analyzed with a focus on the micro, meso, and macro level. Second, the theoretical discussions are validated and enhanced by a brief case study from the German meetings industry. The findings highlight that the specific investigation of a micro, meso, and macro level within Service Dominant Logic can serve as a promising framework to better explain and depict the complexity of event sustainability.     

Fundamental basket size patterns and their relation to retailer performance

This study uses a sample of approximately 60,000 US households to document fundamental shopping basket size patterns across a range of retail types, and examines them in relation to retailer performance metrics (unit sales and dollar revenue). Specifically, this research addresses two main questions: 1) how do shopping basket metrics (mean and median number of items, the distribution of one, two, three … n items) differ by retail type, and 2) how does the Pareto ratio (sales generated by the heaviest 20%, and lightest 80% of buyers) apply to shopping baskets. The results show that basket size patterns in retailers are predictable. Shoppers purchase more items on average in retailers that offer a greater variety of items, and the distribution of basket sizes follows the Poisson lognormal model. The results also show that the largest 20% of shopping baskets on average generate 50% of unit sales, and 40% of dollar revenue. These results set additional benchmarks of the patterns that can be expected when looking at data on a basket-level. This research offers implications to practitioners by showing the importance of small and large baskets for retailer revenue and growth, which can guide more informed decision making to better manage their stores and brands.     

国际国内产业转移与西部地区特色优势产业发展

积极承接国际国内产业转移,推进特色优势产业发展是把西部大开发推向纵深的重要突破口。立足国际国内产业转移的动态及趋势,文章深入分析了西部地区承接国际国内产业转移的现状及问题,认为西部地区应该通过产业的集中布局、集群发展,促进能源及化学工业、重要矿产资源开采及加工业、农副产品加工业、旅游产业、装备制造业、生产者服务业及高新技术产业等产业转移示范基地的建设,并提出了积极承接国际国内产业转移,促进西部地区特色优势产业发展的对策。     

A Characterization for Dominant Strategy Implementation

We introduce a perfect price discriminating mechanism for allocation problems with private information. A perfect price discriminating mechanism treats a seller, for example, as a perfect price discriminating monopolist who faces a price schedule that does not depend on her report. In any perfect price discriminating mechanism, every player has a dominant strategy to truthfully report her private information.We establish a characterization for dominant strategy implementation: Any outcome that can be dominant strategy implemented can also be dominant strategy implemented using a perfect price discriminating mechanism. We apply this characterization to derive the optimal, budget-balanced, dominant strategy mechanisms for public good provision and bilateral bargaining.     

第四方物流模式下供应链资源整合中的成员选择决策

第四方物流（4PL）在实践中的成功运作,正逐步表明它是实现对供应链复杂资源进行合理、高效、灵活整合的有效模式。4PL模式下供应链资源整合的关键问题之一是如何基于供应链系统的资源整合目标,从战略性的高度以及系统的整体性角度,有针对性地对协作成员进行选择。文章在对4PL模式下的供应链资源整合运作特征及框架分析的基础上,从系统性整合原理及系统整合价值增值的角度出发,对判定供应链资源整合后系统运作水平提升的主导因素进行界定及分析。在此基础上,搭建了基于各主导因素期望运作水平判定的整合决策流程,提出了基于主导因素期望运作水平判定的4PL模式下供应链资源整合的协作成员选择决策方法,并通过算例分析验证了选择决策过程的合理性与可行性。研究结论不仅阐述了现实中供应链资源整合过程的复杂性,也简要指出了进一步的研究方向。     

对滥用市场支配地位进行控制的立法构想

滥用市场支配地位有损于市场经济的进一步完善 ,我国现行法律对其规制在主体范围、操作内容、滥用目的等方面尚显不足 ,应借鉴他国成功立法范例 ,合理界定我国企业市场支配地位 ,对各种滥用行为单独列示以分别规制 ,并强化企业的法律责任。     

皖浙地方产业群优势比较

和浙江相比,安徽的地方产业群发展,没有充分利用资源优势,规模还相对较小;大中小企业没有形成有机的产业链条。近阶段,安徽应重点发展劳动密集型产业,努力寻求地方产业群的突破点,合理利用产业优势,促进安徽地方产业群的有序发展和全面升级。