The welfare effect of bargaining power in the licensing of a cost-reducing technology

This study considers licensing of a cost-reducing technology through bargaining between a technology-holding firm and its rival firm in a Cournot duopoly market. To consider the relative bargaining power of both firms, the asymmetric Nash bargaining solution is applied as our solution. Then, we specify the combinations of lump-sum fee and per-unit royalty that are realized through bargaining, and examine the effect on social welfare of the technology-holding firm’s bargaining power. The principal findings are as follows. Regardless of the technology-holding firm’s bargaining power, pure royalty licensing is carried out, and social welfare is non-increasing in its bargaining power. In our model, licensing through a take-it-or-leave-it offer, which is often assumed in the literature, is regarded as the case in which the technology-holding firm has full bargaining power. Thus, the result on social welfare implies that the take-it-or-leave-it offer licensing mechanism leads to the socially worst outcome.     

Sustainable development: The effects of environmental policy disclosure in advertising

Sustainable development is a key issue for society. Beside corporate's efforts, consumers should have responsibilities for environmental protection and consider sustainable coexistences between future generations and natural ecosystems. In this study, a 4 × 2 factorial between‐subject experiment is adopted to develop eight environmental policy disclosure scenarios based on different environmental advertising claims (product orientation, process orientation, image orientation, and environmental fact) and eco‐labels (available/unavailable) to explore the effect of consumer attitudes and behaviors. This study's results show that environmental advertising claims have significant effects on consumers' attitudes. The product, process, and image orientation advertising, along with advertising with eco‐labels, can induce more positive attitudes and stronger purchase intentions. Individuals with greater environmental concerns have a significant positive attitude toward environmental advertising. Consumer attitudes toward environmental advertising also have positive effects on purchase intentions and sustainable consumption behaviors. Finally, this study offers useful findings, practical implications, and insights.     

Narrow Framing and Retirement Savings Decisions

Theoretical studies suggest narrow framing underlies individuals' saving decisions. When narrow framing is applied to retirement savings decisions, narrow framers tend to make decisions about present consumption without considering future consumption, i.e., saving for consumption in retirement. Time preference for the present and narrow framers' preference to maintain the status quo lead to a decision that is less likely to increase savings for retirement. This study provides empirical evidence that narrow framing bias affects retirement savings decisions. Using a two‐part model, the probit estimation indicates narrow framers anticipated being less willing to increase retirement savings contributions compared to broad framers, and the OLS regression estimates that narrow framers anticipated contributing less than broad framers. Here, narrow framers anticipated being less willing to increase retirement savings (62.6% vs. 71.9%) and contributing less ($70.90 vs. $88.40) than broad framers, thus providing empirical evidence regarding the effects of behavioral biases on financial decisions.     

Distorted Input Ratios in Vertical Relationships*

A project leader sources an input from a supporter and combines it with an input produced in-house. The leader has private information about the project's cost environment. We show that if the leader can commit to the in-house input level, the input ratio is distorted upward when the in-house input is not too costly – the in-house input is produced in excess and thus partly wasted. By contrast, without the leader's commitment to the in-house input level, the input ratio is distorted downward when the in-house input is sufficiently costly – the outsourced input is produced in excess and thus partly wasted.     

The changing pattern of SME's innovativeness through business model globalization

Globalization has forced small and medium enterprises to change business models with new innovative capabilities. However, it is not clear what those old and new business models are let alone capabilities. Challenging this, we suggest a way of identifying principal types of those business models, and of finding evolving paths of SME's business models with the changing pattern of innovativeness. Based on a survey result of 400 Korean SMEs, four principal types of business models are identified and characterized by distinctive innovativeness. Also, through interviews and additional surveys on 30 globalized SMEs, the four evolving paths of SME's BMs are explored. For small and medium enterprises, our research can be used not only as a strategic reference, but also as a policy tool to design government-funded supporting programs.     

The past,present, and future of customer management

Marketing Letters - For decades, researchers in customer management have demonstrated the business importance of firm-customer relationships, developed models for understanding customer behavior...     

A Taxonomy of Social Networking Site Users: Social Surveillance and Self‐surveillance Perspective

Since social networking sites (SNS) are widely used in modern society, users increasingly use SNS to manage or maintain their existing social relationships and form new ones. This research applies social surveillance and self‐surveillance to classify SNS user types and explores each type's effect on SNS’ marketing performances. Three hundred three online questionnaires are collected to test the research questions. The results of cluster analysis and multivariate analysis of variance (MANOVA) reveal the following four user types based on the different degrees of social surveillance and self‐surveillance: versatile users, self‐expression users, pass‐along users, and introvert users. Further, the introvert users have the least impact on product‐related information sharing, perception of social presence, purchase intention toward offers on SNS, and emotional experiences in social shopping among the four SNS user types.