Awareness Advertising and International Market Segmentation

In recent years, multinational corporations have increasingly employed advertising in markets where their products are not available. Such ‘awareness advertising’ is only in small part for products that are likely to be introduced in those markets in the near future. A significant and larger part of awareness advertising is for products that are unlikely to be sold in the particular market because of government restrictions on commercial importation and sale. In this paper, we will analyse the motivation behind the use of awareness advertising, the benefits that multinational firms may receive from such advertising and its implications for international market segmentation. The paper concludes with a discussion of areas for fruitful future research on awareness advertising.     

Vasectomy bonuses and completed family size in India

This paper discusses the consequences in rural India of a certain rational household decision function on the number of children born in the family when birth control opportunities are available. Households are assumed to choose whether or not to practice birth control after each child is born on the basis of maximising expected utility as a function of the consumption per head and the number of members in the family. Uncertainty arises on account of the different evaluation of children of different sexes. The model is then used to predict how completed family size would change if a government agency paid bonuses for smaller families.     

The impact of all-star analyst job changes on their coverage choices and investment banking deal flow

Using a sample of all-star analysts who switch investment banks, we examine (1) whether analyst behavior is influenced by banking relationships and (2) whether analyst behavior affects investment banking deal flow. Although the stock coverage decision depends on the relationship with the client firms, we find no evidence that analysts change their optimism or recommendation levels when joining a new firm. Investment banking deal flow is related to analyst reputation only for equity transactions. For debt and M&A transactions, analyst reputation does not matter. There is no evidence that issuing optimistic earnings forecasts or recommendations affects investment banking deal flow.     

Innovation activity in branches of Russia’s agroindustrial sector

The main directions in developing the innovation processes in key branches of the agroindustrial sector of the Russian Federation in the modern Russian economy are considered. The role of the state creating a modern innovation system is presented, as well as activation of scientific research into the agroindustrial sector.     

A Micromodel of New Product Adoption with Heterogeneous and Forward-Looking Consumers: Application to the Digital Camera Category

We develop an empirical model for the adoption process of a new durable product that accounts for consumer heterogeneity as well as consumers forward-looking behavior. Accounting for heterogeneity is important for two reasons. As the mix of consumers with different preferences and price sensitivities could change over time, firms need to update their marketing strategies. Further, it allows for a variety of shapes for the aggregate adoption process over time. As prices for durable and technology products fall over time with firms continually introducing enhanced products, consumers may anticipate these prices and improvements and delay their purchases in the product category. Forward-looking consumers optimize purchase timing by trading off their utilities from buying the product and their expectations on future prices, quality levels, and brand availability. Such forward-looking behavior will result in price dynamics in the marketplace as price changes today influence future purchases. And it results in different shapes of the new product sales pattern over time by influencing the time to take-off. We show how the parameters of our model can be estimated using aggregate data on the sales, prices, and attributes of brands in a product category. We apply our model to market data from the digital camera category. Our data are consistent with the presence of both heterogeneity and forward looking behavior among consumers. At the product category level, we are able to decompose the effects of the entry of Sony into primary demand expansion and switching from other brands. At the brand level, we find that there exist several segments in the market with different preferences for the brands and different price sensitivities leading to differences in adoption timing and brand choice across segments. For a given brand, we show how the changing customer mix over time has implications for that brands pricing strategies. We characterize how price effects vary across brands and over time and how price changes in a given time period influence sales in subsequent periods. Model comparison and validation results are also provided.     

Structural models of complementary choices

This article reviews the rapidly growing literature on structural models of complementary choices. It discusses recent modeling developments and identifies promising areas for future research.