Using diffusion models to forecast market size in emerging markets with applications to the Chinese car market

Marketing managers have to forecast the market size and this forecast guides strategic decisions whether to continue exporting, open new factories or expand existing production operations. Forecasting sales and the market size is a challenging task; even more so in emerging markets where data is limited and the market demand is changeable. This research proposes a novel approach that applies diffusion models using car ownership data to forecast car sales. Car ownership data may be easier to access than sales data in emerging markets but marketing managers are more interested in the sales forecast. Researchers propose using diffusion models to forecast the adoption of new products or products which are new to consumers in a market. This research demonstrates that marketing managers can use diffusion models to predict car sales in China where cars are new products to most consumers in this market. Since the majority of car buyers in China are first time buyers, car manufacturers and retailers must also forecast when the market composition will change. This effectively means predicting when first time car buying will start to slow down and repeat/replacement purchase or second hand car purchase will become more important. To forecast both sales and market composition change, marketing managers must choose a robust model. Managers want insights from models that have been tested robustly especially in less stable market conditions. In this context, this study illustrates the value of using a rolling forecast instead of a fixed horizon approach when comparing and choosing which model to use to forecast both sales and market composition change for the Chinese car market.     

Expectations,network effects and timing of technology adoption: some empirical evidence from a sample of SMEs in Italy

We provide evidence on the influence of expectations and network effects on the timing of technological adoption. By considering a sample of SMEs operating in Italy, we focus on the determinants of their decision to adopt Fast Ethernet, a communication standard for Local Area Networks (LANs). We find that both expectations and network effects significantly affect the timing of adoption. In particular, price expectations generally tend to delay adoption and (indirect) network effects in the form of backward compatibility as well as informational spillovers tend to foster adoption. Firm size also matters.

The different roles of product originality and usefulness in generating word-of-mouth

This paper explores how the dimensions of new products, specifically, the originality and usefulness of the products, influence word-of-mouth (WOM). In four studies, using lab and field setups, we find that originality and usefulness have different effects on WOM. We show that consumers spread more WOM about original products, but the valence of what they say depends on the usefulness of the product. Therefore, originality enhances the effect of usefulness such that consumers spread relatively more and more positively valenced WOM about original and useful products compared to less original but equally useful products. Conversely, consumers spread more and more negatively valenced WOM about original products that are not useful compared to less original products with the same level of low usefulness. The results indicate that product originality should be managed carefully when developing and positioning new products. Although originality increases buzz, it might lead to negatively valenced WOM when the usefulness of the product is perceived to be low.     

Why the Generalized Bass Model leads to odd optimal advertising policies

We show that the optimal advertising strategy under the Generalized Bass Model (GBM) involves beginning at an extremely low level (the lower the better) and then increasing spending throughout the planning period. This strategy remains optimal in the presence of decreasing prices that affect both margins and diffusion speed. We provide a simple explanation for why this happens. We further show that the intuitively appealing patterns of continuous decrease or increase-then-decrease (both with an uptick towards the end) identified in earlier research are also possible as optimal dynamic advertising paths under the GBM structure, but only if the advertising at launch is constrained to be higher than a particular threshold, which we identify. The constraint necessary to generate intuitively appealing strategies lowers overall profits. Therefore, the GBM generates advertising policy recommendations that most marketers would deem odd. This casts doubt on the value of the GBM for normative purposes. Other existing diffusion models are preferred when seeking normative guidance on optimal dynamic advertising policies for new products subject to word of mouth.     

Information reduction via level crossings in a credit risk model

This paper provides an alternative credit risk model based on information reduction where the market only observes the firm’s asset value when it crosses certain levels, interpreted as changes significant enough for the firm’s management to make a public announcement. For a class of diffusion processes we are able to provide explicit expressions for the firm’s default intensity process and its zero-coupon bond prices.      

Diffusion of mobile telephony: An empirical study in Taiwan

Mobile telephony penetration is a major indicator of mobile telephony diffusion. Taiwan had a mobile telephony penetration of 108% in 2002, ranking first in the world. This study analyzes this accelerated diffusion in terms of growth model and determinants of the diffusion rate. To eliminate the inherent uncertainty associated with choosing the optimal growth model, this study compares the performance of three conventional models, namely Gompertz, Logistic and Bass, to identify the most appropriate model, and to distinguish the forces driving the diffusion rate. Empirical results indicate that the most appropriate model is the Logistic model. Network externalities, which this study shows to be the same as the imitation effect in the Bass model, explain the superiority of the Logistic model. Moreover, market competition, which markedly reduces service prices, is identified as a primary driver of the diffusion rate of mobile telephony in Taiwan. Economic conditions, technological innovation and number of operators are insignificant factors. Finally, mobile telephony is a substitute for fixed-line telephony in Taiwan.     

Variance swaps valuation under non-affine GARCH models and their diffusion limits

In this article, we investigate the pricing and convergence of general non-affine non-Gaussian GARCH-based discretely sampled variance swaps. Explicit solutions for fair strike prices under two different sampling schemes are derived using the extended Girsanov principle as the pricing kernel candidate. Following standard assumptions on time-varying GARCH parameters, we show that these quantities converge respectively to fair strikes of discretely and continuously sampled variance swaps that are constructed based on the weak diffusion limit of the underlying GARCH model. An empirical study which relies on a joint estimation using both historical returns and VIX data indicates that an asymmetric heavier tailed distribution is more appropriate for modelling the GARCH innovations. Finally, we provide several numerical exercises to support our theoretical convergence results in which we further investigate the effect of the quadratic variation approximation for the realized variance, as well as the impact of discrete versus continuous-time modelling of asset returns.     

Nowcasting and forecasting GDP in emerging markets using global financial and macroeconomic diffusion indexes

This paper contributes to the nascent literature on nowcasting and forecasting GDP in emerging market economies using big data methods. This is done by analyzing the usefulness of various dimension-reduction, machine learning and shrinkage methods, including sparse principal component analysis (SPCA), the elastic net, the least absolute shrinkage operator, and least angle regression when constructing predictions using latent global macroeconomic and financial factors (diffusion indexes) in a dynamic factor model (DFM). We also utilize a judgmental dimension-reduction method called the Bloomberg Relevance Index (BRI), which is an index that assigns a measure of importance to each variable in a dataset depending on the variable’s usage by market participants. Our empirical analysis shows that, when specified using dimension-reduction methods (particularly BRI and SPCA), DFMs yield superior predictions relative to both benchmark linear econometric models and simple DFMs. Moreover, global financial and macroeconomic (business cycle) diffusion indexes constructed using targeted predictors are found to be important in four of the five emerging market economies that we study (Brazil, Mexico, South Africa, and Turkey). These findings point to the importance of spillover effects across emerging market economies, and underscore the significance of characterizing such linkages parsimoniously when utilizing high-dimensional global datasets.     

Training in service – importing and imparting customer service culture as an interactive process

Customer service culture initiatives have received renewed academic attention. Recent surveys of employee responses have highlighted the importance of training. However, its precise nature and how messages and various responses are mediated through an interactive and dynamic process have been largely neglected. In addition, employees' experience of customer service as consumers and of its contradictions has yet to be fully explored in accounting for employee responses. In an effort to develop existing knowledge and models of customer service culture, these issues are addressed by drawing on observational research. Four training programmes are examined in varied contexts, including a UK call centre and a Malaysian bank. They reveal a dynamic whereby trainers' anticipation of employee attitudes such as cynicism and the immediate reactions and dialogue of trainees help shape both the service message and subsequent responses.     

战略与复杂双重维度下商业生态系统形成机理研究

基于战略和复杂双重维度,剖析阿里巴巴商业生态系统形成逻辑。结果发现：较强的战略控制力有利于强化平台商业模式,催生跨行业多样化平台,继而推进生态内信息化不断深入发展;随后,商业生态系统积蓄丰富的共享数据资源,打开资源交易和创造边界,提升生态主体能力的同时重塑生态系统属性;有着更强复杂应配力的生态主体不断探索商业模式创新,生态内外的创新扩散催化商业生态系统竞争,进一步强化复杂应配力。在核心企业战略控制力和生态主体复杂应配力的双重作用下,商业生态系统呈现前生态状态、生态内卷、生态扩散和生态共生4种不同状态。