Goodwill and dynamic advertising strategies

In this paper, we empirically analyze weekly advertising policies of manufacturing firms in consumer goods markets. We assume firms engage in persuasive advertising, thus policies of firms affect the goodwill of a brand. We introduce a demand and a goodwill production function. A simple transformation of the demand function allows us to identify not only the demand parameters but also the parameters of the goodwill production function. We reconstruct the unobserved goodwill levels using these parameters and past advertising levels. We restrict our attention to Markov Perfect Equilibrium (MPE) strategies which are functions of payoff relevant state variables. Without imposing further restrictions on the dynamic competitive environment, we investigate the relationship between observed advertising strategies—which are assumed to be MPE—and payoff relevant state variables by means of several reduced form specifications. The most important determinant of advertising intensity turns out to be goodwill. We demonstrate that controlling for an advertising campaign significantly improves the explanatory power of the model. JEL Classification L13 . C73 . M30 . M37 I would like to thank Volkswagen Stiftung for the generous financial support which made this research possible.     

Social media adoption: A process-based approach

This research conceptualizes and measures social media adoption (SMA) of companies with a process-based approach and explains its antecedents of micro- and macro-environment, size, and ownership, as well as its consequence of intention to increase resources dedicated to social media. Based on data from 310 Turkish small and medium enterprises, the study first develops a conceptual framework on the pillars of internal and external stakeholder focus as well as relationship and information oriented implementation. Based on these two dimensions, it discusses the novel concepts of social customer relations, social stakeholder communication, social intelligence, and social responsiveness related to SMA. The study further indicates that ownership type and micro environment play a role in SMA and that path dependence exists in the interplay of current adoption and future intentions.     

Dynamic Price Competition with Consumption Externalities

The dynamic price competition in a horizontally differentiated duopoly when consumers value previous market shares is analyzed. The conditions for the existence of stable Markov-Perfect Equilibrium (MPE) in linear strategies are established. When they exist, the optimal pricing policies suggest that a firm with a higher previous market share charges a higher price, all else equal. It is possible to observe pricing below cost for some periods. In the steady state, the MPE leads to a more competitive outcome (lower prices) than the case where there are no consumption externalities. The model can produce outcomes where the steady state is reached very slowly which provides an alternative explanation for slow emergence of competition when entrants face an established incumbent: It may be due to persistence in consumer tastes.     

Switching costs,experience goods and dynamic price competition

I analyze a dynamic duopoly with an infinite horizon where consumers are uncertain about their potential satisfaction from the products and face switching costs. I derive sufficient conditions for the existence of a Markov Perfect Equilibrium(MPE) where switching takes place each period. I show that when switching costs are sufficiently low, the prices in the steady state are lower than what they would have been when they are absent. This result is in contrast to those found in the literature. In the presence of low switching costs competition can be fiercer.     

Upstream Competition with Complex and Unobservable Contracts

Review of Industrial Organization - This paper examines situations where two vertically integrated firms consider supplying an input to an independent downstream competitor via privately observed...     

The degree of integration in strategic alliances in biotechnology

This paper looks at the spection of strategic alliances in biotechnoloy in the late 1980s from the point of view of whether the alliance was of a contractual type or, at the other end of the spectrum, have integrated the two companies of the alliance were. It uses an ordered probit model to test for any systemalic association between alliances within indeustrial sectors and of different size types, and the type of alhance that occurred. The paper find that more contractual, less integrated types of alliance were concentrated in the healtheare secters of thenapeutics and diagnostics and where at least one of the firms was small in size. More integrated types of alliance revailed in the agriculature and cheicals sectors and between two lage companies. It relates these results to conditions of appropriability, the impact of the new lechnologies on existing compelencies and absorptwe capacity within the different industrial sectors at that time. It compares the situation of the late 1980s with more recnt developments in corporate strategy lowards allliance formation.     

The degree of integration in strategic alliances in biotechnology

This paper looks at the spection of strategic alliances in biotechnoloy in the late 1980s from the point of view of whether the alliance was of a contractual type or, at the other end of the spectrum, have integrated the two companies of the alliance were. It uses an ordered probit model to test for any systemalic association between alliances within indeustrial sectors and of different size types, and the type of alhance that occurred. The paper find that more contractual, less integrated types of alliance were concentrated in the healtheare secters of thenapeutics and diagnostics and where at least one of the firms was small in size. More integrated types of alliance revailed in the agriculature and cheicals sectors and between two lage companies. It relates these results to conditions of appropriability, the impact of the new lechnologies on existing compelencies and absorptwe capacity within the different industrial sectors at that time. It compares the situation of the late 1980s with more recnt developments in corporate strategy lowards allliance formation.     

Special Issue on the Microeconomics of the New Economy

NETNOMICS: Economic Research and Electronic Networking -