Price rivalry in airline markets: a study of a successful strategy of a network carrier against a low-cost carrier

In the post-liberalization period, competition has increased in airline markets. In this context, network carriers have two alternative strategies to compete with low-cost carriers. First, they may establish a low-cost subsidiary. Second, they may try to reduce costs using the main brand. This paper examines a successful strategy of the first type implemented by Iberia in the Spanish domestic market. Our analysis of data and the estimation of a pricing equation show that Iberia has been able to charge lower prices than rivals with its low-cost subsidiary. The pricing policy of the Spanish network carrier has been particularly aggressive on less dense routes and shorter routes.     

Sustainability and consumption

We consider the implications of the three pillars of sustainability (environment, economy and social justice) on consumption in a wealthy country. Building a theoretical model that includes consumers, business, government, the environment, and economic and political relations between nations, we explore how sustainability should affect the consumption behavior of consumers, charitable aid to poorer countries, and responsible environmental practices by businesses. Our model enables us to provide normative implications for consumers, society and business. Importantly, we assume that all stakeholders will optimize their self-interest, and that altruism will only partly explain behavior consistent with sustainability. Among the more non-obvious findings are that (1) the poorer the poor countries are, the less the rich countries should consume, (2) the more sensitive the global political climate is to economic inequity between the rich and poor nations, the less the rich countries should consume, and (3) if aid to poor countries is effective enough, then the more materialistic the society is, the more charitable aid it should give. We also confirm a number of more intuitive findings, such as that business should use more green technology as the taxes on pollution and/or efficiency of green technology increase, and the more resource-intensive consumption is, the less consumers should consume. Taken as a whole, the findings imply that societal consumption patterns should be sensitive to aspects of environmental impact and social justice, even if altruistic motivations are absent.     

Market-focused sustainability: market orientation plus!

The concept of sustainability is increasingly being addressed theoretically by scholars and practically by managers and policymakers. With this growing focus on sustainability efforts, marketing is in a unique position to elevate its focus from managing relationships with customers to strategically managing a broader set of marketplace issues. Overall, an organization achieves market-based sustainability to the extent that it strategically aligns itself with the market-oriented product needs and wants of customers and the interests of multiple stakeholders concerned about social responsibility issues involving economic, environmental, and social dimensions. To set the stage for marketing’s inquiry into sustainability efforts, I briefly review the concept of sustainability, compare it with corporate social responsibility, bring in stakeholders, argue for the notion of “market orientation plus,” and consider the possibility that the notion of what sustainability encompasses is converging in the marketing literature.     

Worth waiting for: increasing satisfaction by making consumers wait

A truism in the marketing literature, and among many marketing practitioners, is that requiring consumers to wait negatively impacts quality evaluations, purchase intentions and a range of other important outcomes. However, it is also true that consumer waiting or queuing has historically been considered from an operations perspective. The present research takes a different approach and examines waits in the context of their ability to function as a signal of quality. Four experiments demonstrate a required wait can indeed signal quality to consumers and increase, rather than decrease, both purchase intentions and actual experienced satisfaction. Three moderators of this effect are examined: preexisting knowledge, consumption motivations, and the extent to which quality is difficult to objectively determine. The results suggest in situations where quality is important, unknown or ambiguous, managers may increase consumer satisfaction by making consumers wait.     

Markets as networks: implications for strategy-making

Based on empirical studies of firm exchange activities in business markets, this paper outlines a business network view of the firm-market relationship, which differs fundamentally from the view assumed by neo-classical economic theory. We define business networks as sets of connected business relationships. Thus business relationships and connections between relationships are the critical elements in the business network view. It is assumed, as suggested by the Uppsala internationalization process model, that an interplay between knowledge and commitment development is the mechanism that drives the relationship and network development process. Against this background the paper discusses how strategic change is analyzed in literature on alliances and networks. In conclusion the paper presents a set of propositions about strategy-making in business network settings.     

Benefits and challenges of conducting multiple methods research in marketing

Using multiple methods to study a phenomenon is proposed to produce results that are more robust and compelling than single method studies. This research note investigates the implementation of multiple methods research in marketing. In the main study, we conducted a content analysis of articles published in five leading marketing journals from 1990 to 2008: Journal of the Academy of Marketing Science, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science. To aid in interpretation of findings from the content analysis, we gathered verbal data from authors of recent multiple methods studies to gain further insight into the benefits and challenges of conducting and publishing multiple methods research.     

Prune or cut down: salience and Sugden’s <Emphasis Type="Italic">The Economics of Rights</Emphasis>, <Emphasis Type="Italic">Co</Emphasis>-<Emphasis Type="Italic">operation and Welfare</Emphasis>

In The Economics of Rights, Co-operation and Welfare (1986), Robert Sugden follows the tradition from Thomas Schelling and David Lewis in ascribing a central role to the notion of salience within his theory of convention. However, against this, Bruno Verbeek (Instrumental rationality and moral philosophy, Kluwer, Dordrecht, 2002) has argued that an empirically adequate notion of salience may not be incorporated into a generic account of convention without circularity obtains. This paper examines Verbeek’s argument against a background of experimental as well as theoretical work on coordination problems. It finds that the argument fails to consider at least two candidate theories of salience that may be incorporated into the theory of convention without circularity: cognitive hierarchy theory that iterates Sugden’s notion of psychological salience and Schelling salience. Thus, in the end Verbeek’s criticism of the role ascribed to salience in theories of convention may be dismissed, though its discussion draws a fruitful perspective.     

A note on χ-values

In this note, we generalize the χ^Sh-value for all efficient TU-values     

Wage inequality in developing countries: South–South trade matters

The relationship between trade liberalization and inequality has received considerable attention in recent years. The major purpose of this study is to present new results on the sources of wage inequalities in manufacturing taking into account South–South (S–S) trade. Globalization has not only lead to increasing North–South (N–S) trade, but it has also changed the direction and composition of trade as more trade is carried out among developing countries. In this study, we find that increasing wage inequality is associated more with the South–South trade liberalization than with the classical trade liberalization with northern countries. A part of this increasing wage inequality due to S–S trade comes from the development of N–S trade relationship in S–S trade that increases wage inequality in middle-income developing countries. This study also seeks to shed some light on the link between the direction of trade and technological change. We explore the fact that S–S trade leads to a technological change biased toward skill-intensive sectors more than N–S trade. This indirect effect increases wage inequality for all developing countries, but it is more important in low-income countries.