Advertising and brand attitudes: Evidence from 575 brands over five years

Quantitative Marketing and Economics - Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables...     

Bridge,Focus, Attack,or Stimulate: Retail Category Management Strategies with a Store Brand

We investigate a monopolist retailer's category management strategy where the main strategic decisions are how to horizontally position a store brand relative to the incumbent national brands and how to price the store and national brands for retail category profit maximization. We analyze a market composed of two consumer segments with differing tastes and heterogeneity with respect to willingness to pay and a product category consisting of two competing national brands and one store brand. We find that contrary to the existing literature, it is not always optimal for a retailer to position its store brand against the leading national brand; instead there are many situations where it is best to position the store brand close to the weaker national brand or to position it in the “middle” so it appeals to both national brands' target segments. In the process we identify four distinct category management strategies that a retailer can use with a store brand. In three of these the optimal store brand price is the brand's monopoly price, while in the remaining one strategy the price is lower. We also suggest an easy to implement means for a retailer to determine which strategy is best to use, depending on the particular competitive environment present before the introduction of the store brand and the relative quality of the store brand. We find that the store brand entry is most beneficial to the retailer when the national brands are moderately differentiated. Finally we show that introducing a store brand not only allows the retailer to garner a higher share of the channel profits through higher retail margins, but also often provides the retailer the benefit of increases in national brand unit sales as well as incremental sales from the store brand. JEL Classification: M310     

Applications of parks management information systems

The paper presents a conceptual model of an integrated management information system for municipal parks maintenance and operations. Research efforts in management information systems are presented in three categories: Business Research, Federally Sponsored Research, and Park and Recreation Systems Research. A case is made for further empirical research, the development of normative models, and evaluative criteria in an attempt to realize the full potential of electronic data processing in parks and recreation.     

Pan-European Advertising: Think Europe—Act Local

Changes in Europe resulting from the unification of EC countries and the accessibility of new Eastern European markets have fundamentally altered the trading environment in which advertising agencies operate. As the advertising industry attempts to get to grips with legislative and media changes, agencies are working hard to create alliances and develop networks which encompass markets in which they did not traditionally have a presence. This article draws on a combination of quantitative and qualitative information collected from secondary sources and extended personal interviews with key agency personnel, advertisers and representatives from the UK's Advertising Association and The Advertising Standards Authority. The objective is to show how the advertising industry and agencies are continuing to gear up to meeting the new demands of the Europeanized market.     

Rational plunging and the option value of sequential investment: The case of petroleum exploration

The potential to invest sequentially in related assets creates a tradeoff between diversification and concentration. Loading a portfolio with correlated assets has the potential to inflate variance, but also creates information spillovers and real options that may augment total return and mitigate variance. We examine this tradeoff in the context of petroleum exploration. Using a simple model of geological dependence, we show that the value of learning options creates incentives for investors to plunge into dependence; i.e., to assemble portfolios of highly correlated exploration prospects. Risk-neutral and risk-averse investors are distinguished not by the plunging phenomenon, but by the threshold level of dependence that triggers such behavior. Aversion to risk does not imply aversion to dependence. Indeed the potential to plunge should be larger for risk-averse investors than for risk-neutral investors. We test the empirical validity of our theory by examining bidding activity in petroleum lease sales. We find significant plunging behavior across a broad sample of oil companies. We also find that privately-held firms pursue even more concentrated (less diversified) prospect portfolios than publicly-held firms—which we attribute to risk aversion rather than size.     

Current trends in hospital mergers and acquisitions

Healthcare reform will impact hospital consolidation in three key areas: Payment rates will decrease, indirectly encouraging consolidation by forcing hospitals to find new ways to reduce costs and increase negotiating clout with suppliers and payers. The cost of doing business will increase as hospitals spend more on compliance, technology, and physician employment. The ACO model will encourage hospital network formation by rewarding integrated healthcare systems that can reduce costs and improve quality.     

Partially anticipated events: A model of stock price reactions with an application to corporate acquisitions

This paper presents a model of stock price reactions to partially anticipated events. The model formalizes the intuition that stock price reactions reflect both the economic importance of events and the extent to which events are surprises. Unbiased estimates of the economic importance of partially anticipated events must combine stock price reactions to events with stock price movements in periods when no event occurs. The model is used to estimate the value of acquisition attempts made by frequently acquiring firms. For a sample of thirty active acquirers, the evidence indicates that acquisition attempts were profitable investment projects.     

Searching for cincinnatus: Representatives' backgrounds and voting behavior

Proponents of legislative term limits express concern about professional politicians, individuals who have no other occupation than running for and holding office. Term limits presumably will help allow the reemergence of the citizen-legislator. This paper examines whether pre-political background affects Congressional voting, specifically concentrating on whether a business background affects U.S. Chamber of Commerce vote scores. Business background significantly affects voting in the House, even with party affiliation and corporate and labor campaign contributions included as control variables, but background variables are insignificant for Senate voting.     

An experimental study of marketing information utilization: The manager-researcher dichotomy

This study uses an experimental design for the presentation of a case, demographic information, product test survey results, and test market results to marketing managers and to market researchers. We attempt to determine the interrelationships among changes in decision outcomes, sales estimates, and confidence. We also show that the two-community dichotomy between marketing managers and market researchers exists.