Individual versus companion visitors' willingness-to-pay for the theater tickets: The case of Perm opera

Business-like approaches are applied more and more widely in nonprofit organization contexts, and theaters are no exception. Revenue generation, customer segmentation, and personalized marketing are becoming the key managerial concerns. Our study focuses on two relevant aspects of theater attendees' behavior. We examine visitors' willingness-to-pay (WTP) for theater seats (to derive revenue drivers), and its difference between two segments – single and couple visitors (to uncover the social motivation effect). These aspects taken together have never been previously studied in the nonprofit marketing context. We model WTP using the actual purchase data from Perm Opera and Ballet Theatre in Russia. Unlike most marketing studies which use stated preference for WTP evaluation, we employ the revealed preference approach. The results verify that single and couple visitors may be treated as separate segments, allowing for personalized promotion and other marketing decisions.     

Economic Welfare Impacts of Foot‐and‐Mouth Disease in the Canadian Beef Cattle Sector

A foot‐and‐mouth disease outbreak, although having a low probability of occurrence, results in losses of export markets and introduces considerable potential disease management and eradication costs. We develop a dynamic model that integrates beef cattle production, disease dissemination, domestic consumption, and international trade and captures the intertemporal economic welfare impacts of mitigation measures. The model is applied to the case of a hypothetical outbreak in Canada to capture changes in producer profits, consumer price, and government costs due to the outbreak and sums these to measure changes in total economic welfare of the beef industry. Mitigation scenarios are reported for stamping‐out, movement controls, vaccination, and preemptive slaughter.