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Signaling Quality Via Queues 通过队列的信令质量
Pub Date : 2010-04-07 DOI: 10.2139/ssrn.1585930
L. Debo, Christine A. Parlour, U. Rajan
We consider an M/M/1 queueing system with impatient consumers who observe the length of the queue before deciding whether to buy the product. The product may have high or low quality, and consumers are heterogeneously informed. The firm chooses a slow or (at a cost) a fast service rate. In equilibrium, informed consumers join the queue if it is below a threshold. The threshold varies with the quality of the good, so an uninformed consumer updates her belief about quality on observing the length of the queue. The strategy of an uninformed consumer has a “hole”: she joins the queue at lengths both below and above the hole, but not at the hole itself. We show that if the prior probability the product has high quality and the proportion of informed consumers are both low, a high-quality firm may select a slower service rate than a low-quality firm. The queue can therefore be a valuable signaling device for a high-quality firm. Strikingly, in some scenarios, the high-quality firm may choose the slow service rate even if the technological cost of speeding up is zero. This paper was accepted by Assaf Zeevi, stochastic models and simulation.
我们考虑一个M/M/1排队系统,不耐烦的消费者在决定是否购买产品之前会观察排队的长度。产品可能有高质量,也可能有低质量,消费者的信息参差不齐。公司选择慢速或(有代价的)快速的服务费率。在均衡状态下,如果队列低于阈值,知情的消费者就会加入队列。这个阈值随着商品的质量而变化,所以一个不知情的消费者通过观察排队的长度来更新她对质量的信念。一个不知情的消费者的策略有一个“洞”:她加入队列的长度既低于洞,也高于洞,但不是在洞本身。我们发现,如果产品质量高的先验概率和知情消费者的比例都低,高质量的企业可能比低质量的企业选择更慢的服务率。因此,对于高质量的公司来说,排队是一个有价值的信号装置。引人注目的是,在某些情况下,即使加速的技术成本为零,高质量企业也可能选择慢服务速度。本文被Assaf Zeevi接受,随机模型与仿真。
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引用次数: 87
Does Satisfaction Matter More If a Multichannel Customer is Also a Multicompany Customer? 如果一个多渠道的客户同时也是一个多公司的客户,满意度是否更重要?
Pub Date : 2010-04-07 DOI: 10.1108/09564231111106910
Bart Larivière, Lerzan Aksoy, B. Cooil, T. Keiningham
Purpose – Although the influence of using multiple channels on customer behavior has been investigated, most of this research has focused on channel behavior within a single company. Customers however frequently have access to multiple providers amongst which they can choose to allocate their spending in a category. Prior research therefore has neglected to understand what happens when a multichannel customer also chooses to conduct business with multiple companies. This research investigates the moderating influence of both multichannel and multicompany usage on the impact that customer satisfaction has on share of wallet (SOW). Design/methodology/approach - The data used in the analyses was collected as part of both survey and transactional data of 802 households of a large financial services provider. Within class regression models were employed to test the moderating effects of different segments that were identified based on multichannel-multicompany customer differences. Findings – The findings confirm that using multiple channels has an overall positive moderating impact on the satisfaction – SOW link and that customer satisfaction matters more when the customer adopts multiple channels; online channel usage in addition to offline usage. Furthermore, this effect is even more pronounced for customers that transact with multiple providers. That is, the group of customers that use both the company’s and competitors’ offline and online channels reveal a higher satisfaction - SOW association than the group of customers that only adopted the offline channel with the company and competitor. Research limitations/implications – The limitation is that this research examines a single industry. The results however clearly show the need for future research to account for both multichannel and multicompany differences to fully understand the effect of customer satisfaction on share of wallet. Originality/value – There are two major differences of the paper compared to what has already been done in the literature: (1) It examines the impact of both multichannel and multicompany usage, which has never been investigated before; (2) It examines the moderating impact of these variables on the satisfaction - behavior link / relationship as opposed to the direct effect on satisfaction or behavior separately or in isolation. This research also provides important managerial guidance on the need to capture customers’ multicompany preferences and how to more efficiently allocate budgets in creating satisfaction with the goal of ensuring higher share of spending by taking on a more targeted approach.
目的-虽然已经调查了使用多个渠道对客户行为的影响,但大多数研究都集中在单个公司的渠道行为上。然而,客户通常可以访问多个提供商,他们可以在其中选择将其支出分配到某个类别。因此,先前的研究忽略了了解当多渠道客户也选择与多家公司开展业务时会发生什么。本研究探讨了多渠道和多公司使用对顾客满意度对钱包份额(SOW)的影响的调节作用。设计/方法/方法-分析中使用的数据是作为一家大型金融服务提供商的802个家庭的调查和交易数据的一部分收集的。采用类内回归模型来检验基于多渠道-多公司客户差异确定的不同细分市场的调节效应。研究结果-研究结果证实,使用多渠道对满意度- SOW链接具有总体正向调节作用,并且当客户采用多渠道时,客户满意度更重要;除了离线使用之外,还有在线渠道使用情况。此外,对于与多个提供者进行交易的客户,这种影响更加明显。也就是说,同时使用公司和竞争对手的线下和线上渠道的客户群体比只使用线下渠道的客户群体对公司和竞争对手的满意度- SOW关联更高。研究局限/启示——局限在于本研究只考察了一个行业。然而,研究结果清楚地表明,未来的研究需要考虑多渠道和多公司的差异,以充分理解客户满意度对钱包份额的影响。原创性/价值-与文献中已经完成的研究相比,本文有两个主要差异:(1)它研究了多渠道和多公司使用的影响,这是以前从未研究过的;(2)它考察了这些变量对满意度-行为联系/关系的调节作用,而不是单独或孤立地对满意度或行为的直接影响。这项研究还提供了重要的管理指导,需要捕捉客户的多公司偏好,以及如何更有效地分配预算,以创造满意度的目标,确保更高的支出份额,采取更有针对性的方法。
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引用次数: 20
Team Creativity in New Product Development 新产品开发中的团队创造力
Pub Date : 2010-03-26 DOI: 10.2139/ssrn.1578834
G. Vissers
New product development is usually teamwork. Product development teams are cross-functional, representing different functional units, or multidisciplinary, involving several disciplines, or both. In any case, conceiving and developing new products is a joint effort, which means that the standard view of creativity may not apply – a view that is characterized by a focus on individuals as agents of creativity and by the assumption that creativity is a unilateral quality, not a reciprocal or interactive phenomenon. As a result, significant parts of the dynamics of ‘newness-generation’ and ‘newness- reception’ in organizations are still to be addressed. This paper describes the organization of new product development in a number of medium-sized companies. Discussed are the theoretical issues of newness generation in multidisciplinary new product development teams and newness reception in the larger organization. The results of a series of exploratory interviews are presented.
新产品开发通常需要团队合作。产品开发团队是跨职能的,代表不同的职能单位,或者是多学科的,涉及多个学科,或者两者兼而有之。在任何情况下,构思和开发新产品都是一种共同的努力,这意味着创造力的标准观点可能不适用——这种观点的特点是把个人作为创造力的代理人,并假设创造力是一种单方面的品质,而不是一种互惠或互动的现象。因此,组织中“新产生”和“新接受”的动态的重要部分仍有待解决。本文描述了一些中型企业的新产品开发组织。讨论了多学科新产品开发团队中的新颖性产生和大型组织中的新颖性接受的理论问题。本文介绍了一系列探索性访谈的结果。
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引用次数: 2
New Product Introduction and Capacity Investment by Incumbents: Effects of Size on Strategy 现有企业新产品引进与产能投资:规模对战略的影响
Pub Date : 2010-02-19 DOI: 10.2139/ssrn.1555479
H. Dawid, M. Kopel, P. Kort
We analyze a duopoly where capacity-constrained firms offer an established product and have the option to offer an additional new and differentiated product. We show that the firm with the smaller capacity on the established market has a higher incentive to innovate and reaches a larger market share on the market for the new product. An increase in capacity of the larger firm can prevent its competitor from innovating, whereas an increase in capacity of the smaller firm cannot prevent innovation of its larger competitor. In equilibrium the firm with smaller capacity on the established market might outperform the larger firm with respect to total payoffs.
我们分析了一种双寡头垄断,在这种情况下,产能受限的公司提供一种既定产品,并可以选择提供一种额外的新的差异化产品。我们发现,在既定市场上产能较小的企业有更高的创新动机,新产品在市场上获得更大的市场份额。大企业产能的增加可以阻止其竞争对手的创新,而小企业产能的增加不能阻止其大竞争对手的创新。在均衡状态下,在既定市场上产能较小的企业在总收益方面可能优于规模较大的企业。
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引用次数: 17
Optimal Reverse-Pricing Mechanisms 最优逆向定价机制
Pub Date : 2010-02-19 DOI: 10.2139/ssrn.1581549
Martin Spann, Robert Zeithammer, G. Häubl
Reverse pricing is a market mechanism under which a consumer's bid for a product leads to a sale if the bid exceeds a hidden acceptance threshold the seller has set in advance. The seller faces two key decisions in designing such a mechanism. First, he must decide where in the process to collect the revenue---that is, whether to commit to a minimum markup above cost (and thus define the bid-acceptance threshold given cost) and whether to set a fee for the consumer's right to bid. Second, the seller must decide whether to facilitate or hinder consumer learning about the current bid-acceptance threshold. We analyze these decisions for a profit-maximizing small intermediary retailer selling to consumers who can also purchase the product in an outside posted-price market. The optimal revenue model is to charge a fee for the right to bid and then accept all bids above cost, rather than to set a positive minimum markup above cost. Avoiding minimum markups in favor of a bidding fee is more profitable because of increased efficiency arising from more entry by consumers and higher bids by the entrants. When consumers learn about the bid-acceptance threshold before they enter the market, efficiency increases further, and generating revenue through a bidding fee can compensate the seller for his loss of information rent when the competition from the outside posted-price firm is relatively weak.
逆向定价是一种市场机制,在这种机制下,如果消费者对产品的出价超过卖家事先设定的隐性接受门槛,就会导致销售。卖方在设计这种机制时面临两个关键决策。首先,他必须决定在流程的哪个环节收取收入——也就是说,是否承诺高于成本的最低加价(从而定义给定成本的投标接受门槛),以及是否为消费者的投标权设定费用。其次,卖方必须决定是促进还是阻碍消费者了解当前的出价接受门槛。我们分析了一个利润最大化的小型中间零售商向消费者销售产品的决策,这些消费者也可以在外部标价市场上购买该产品。最优的收益模式是对投标权收取一定费用,然后接受所有高于成本的投标,而不是设定高于成本的正最小加价。避免最低加价而选择竞标费是更有利可图的,因为更多的消费者进入和更高的出价会提高效率。当消费者在进入市场之前了解出价接受门槛时,效率进一步提高,并且通过投标费产生的收入可以补偿卖方在外部标价公司竞争相对较弱时所损失的信息租金。
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引用次数: 31
Life-Cycle Channel Coordination Issues in Launching an Innovative Durable Product 创新耐用产品发布中的生命周期渠道协调问题
Pub Date : 2010-02-01 DOI: 10.1111/J.1937-5956.2010.01197.X
G. Gutierrez, Xiuli He
We analyze the dynamic strategic interactions between a manufacturer and a retailer in a decentralized distribution channel used to launch an innovative durable product (IDP). The underlying retail demand for the IDP is influenced by word-of-mouth from past adopters and follows a Bass-type diffusion process. The word-of-mouth influence creates a trade-off between immediate and future sales and profits, resulting in a multi-period dynamic supply chain coordination problem. Our analysis shows that while in some environments, the manufacturer is better off with a far-sighted retailer, there are also environments in which the manufacturer is better off with a myopic retailer. We characterize equilibrium dynamic pricing strategies and the resulting sales and profit trajectories. We demonstrate that revenue-sharing contracts can coordinate the IDP's supply chain with both far-sighted and myopic retailers throughout the entire planning horizon and arbitrarily allocate the channel profit.
本文分析了分散分销渠道中制造商和零售商在创新耐用产品(IDP)推出过程中的动态战略互动。IDP潜在的零售需求受到过去使用者的口口相传的影响,并遵循一个巴斯式的扩散过程。口碑影响在当前和未来的销售和利润之间产生了一种权衡,导致了多周期动态供应链协调问题。我们的分析表明,虽然在某些环境下,制造商与有远见的零售商合作会更好,但在另一些环境下,制造商与目光短浅的零售商合作会更好。我们描述了均衡动态定价策略和由此产生的销售和利润轨迹。我们证明了收入分成合同可以协调IDP的供应链与远见和短视零售商在整个规划范围内,并任意分配渠道利润。
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引用次数: 44
Robust Exclusion Through Loyalty Discounts 通过忠诚折扣进行强有力的排斥
Pub Date : 2010-01-28 DOI: 10.2139/ssrn.1544008
E. Elhauge, Abraham L. Wickelgren
We consider loyalty discounts whereby the seller promises to give buyers who commit to buy from it a lower price than the seller gives to uncommitted buyers. We show that an incumbent seller can use loyalty discounts to soften price competition between itself and a rival, which raises market prices to all buyers. Each individual buyer’s agreement to a loyalty discount externalizes most of the harm of that individual agreement onto all the other buyers. The resulting externality among buyers makes it possible for an incumbent to induce buyers to sign these contracts even if they reduce buyer and total welfare. Thus, if the entrant cost advantage is not too large, we prove that with a sufficient number of buyers, there does not exist any equilibrium in which at least some buyers do not sign loyalty discount contracts, and there exists an equilibrium in which all buyers sign and the rival is foreclosed from entry. As a result, with a sufficient number of buyers, an incumbent can use loyalty discounts to increase its profit and decrease both buyer and total welfare. Further, the necessary number of buyers can be as few as three. These effects occur even in the absence of economies of scale in production and even if the buyers are not intermediaries who compete with each other in a downstream market.
我们考虑忠诚度折扣,即卖方承诺给承诺从其购买的买家一个比卖方给未承诺的买家更低的价格。我们表明,现有卖家可以使用忠诚折扣来缓和其与竞争对手之间的价格竞争,从而提高所有买家的市场价格。每个单独的购买者对忠诚折扣的协议将该个人协议的大部分损害外部化到所有其他购买者身上。由此产生的买家之间的外部性使得任职者有可能诱使买家签署这些合同,即使它们减少了买家和总福利。因此,在进入者成本优势不太大的情况下,我们证明了在购买者数量足够的情况下,不存在至少有一部分购买者不签订忠诚折扣合同的均衡,而存在所有购买者都签订合同而竞争对手被禁止进入的均衡。因此,当有足够数量的购买者时,在位者可以利用忠诚折扣来增加其利润,同时降低购买者和总福利。此外,必要的买家数量可以少到三个。即使在生产中没有规模经济,即使买家不是在下游市场中相互竞争的中介,这些影响也会发生。
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引用次数: 2
Aspects of Permission Marketing 许可营销的各个方面
Pub Date : 2009-12-17 DOI: 10.2139/ssrn.1524769
Cristian Morozan, E. Enache, Bogdan Ţinteanu
It’s time for the Romanian organizations to know what foreign companies have found along time. Without innovation, a company cannot survive! The innovation index is different from a sector to another, achieving, for example, even 100% in the field of read-made clothes. Innovation is like a breath of oxygen in a world which becomes extremely exigent and materializes in a new solution from any point of view (technological constructive, creative, organizational etc.), an improvement without pretending to be unique, which the companies throw on the market to ensure success and their chances in future. Although innovation is something more than staying on the spot, but it must be also mentioned the fact that more than half of innovations do not enjoy success.
是时候让罗马尼亚的组织了解外国公司长期以来的发现了什么。没有创新,公司就无法生存!创新指数因行业而异,例如在成衣领域甚至达到100%。创新就像世界上的一股氧气,从任何角度(技术、建设性、创造性、组织性等)来看,它都是一种新的解决方案,是一种不假装独特的改进,公司将其投入市场,以确保成功和未来的机会。虽然创新不仅仅是原地踏步,但也必须提到一个事实,即一半以上的创新并没有取得成功。
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引用次数: 1
Sustainable Development Challenges and the Position of Romanian Enterprises Towards Green Marketing 可持续发展的挑战和罗马尼亚企业对绿色营销的定位
Pub Date : 2009-11-24 DOI: 10.2139/ssrn.1512622
Adriana Zait, Claudia Bobâlcă, Oana Anton, Adrian Monoranu
The trend of marketing strategies indicates that practitioners make great efforts in order to consider the challenges of sustainable development. Besides the green marketing and sustainable consumption areas we can already talk about a sustainable marketing mix for companies. The efforts are huge especially for the SME, mainly for marketing communication policies. Even new marketing measures have been developed, such as “consumer’s affinity”, strongly connected with the sustainable development concept (it measures consumers’ long term loyalty). New steps in marketing communication have been made: green communication policies (virtual), social responsibility campaigns, the division between material consumption and perceived value, brand contribution to the sustainable development. We wanted to investigate the situation of these trends for Romanian companies – both large and SME – from the NE region. We made an attempt to analyze the perceptions of the companies towards three types of marketing: green marketing (sustainable products), social marketing (education for a sustainable behavior) and responsible marketing (regulations for avoiding marketing activities’ negative collateral effects). The study is based on a survey of 108 managers from companies situated in the NE region of Romania and partial descriptive results of their perceptions are presented in this paper.
营销策略的趋势表明,从业者为考虑可持续发展的挑战而做出了巨大的努力。除了绿色营销和可持续消费领域,我们已经可以谈论公司的可持续营销组合。这方面的努力是巨大的,特别是对于中小企业,主要是营销传播政策。甚至出现了新的营销手段,例如与可持续发展理念紧密相关的“消费者亲和力”(它衡量消费者的长期忠诚度)。在营销传播方面已经迈出了新的步伐:绿色传播政策(虚拟)、社会责任运动、物质消费和感知价值的划分、品牌对可持续发展的贡献。我们想调查这些趋势的罗马尼亚公司的情况-无论是大公司还是中小企业-来自东北地区。我们试图分析公司对三种营销类型的看法:绿色营销(可持续产品),社会营销(可持续行为的教育)和负责任的营销(避免营销活动负面附带效应的法规)。该研究是基于对108名来自罗马尼亚东北地区公司的经理的调查,并在本文中提出了他们的看法的部分描述性结果。
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引用次数: 0
A Multivariate Approach for Identification of Optimal Locations with in Ethiopia’s Wheat Market to Tackle Soaring Inflation on Food Price 确定埃塞俄比亚小麦市场最优地点的多元方法以应对食品价格飞涨的通货膨胀
Pub Date : 2009-11-14 DOI: 10.2139/ssrn.1506078
Taddese Mezgebo
Two surplus markets of Bale Robe and Shashimiene and one deficit market of Jimma are observed to fix long run price. However the system is observed to have better capacity to process demand side than supply side shocks. Therefore for efficient stabilization the focus should be in Jimma. For equity and political feasibility it would be preferable if poor deficit centers are provided with subsidized supply of grain, too. Though distance did not seem to be an important factor for border of one price but only for strength of cointegration, the methodology used by early papers is observed to work.
观察到贝尔罗勃和沙什米恩两个盈余市场和吉马一个赤字市场决定了长期价格。然而,该系统被观察到有更好的能力来处理需求侧冲击而不是供给侧冲击。因此,为了实现有效的稳定,重点应该放在吉马。为了公平和政治上的可行性,如果向贫穷的赤字中心也提供粮食补贴,将是更好的选择。虽然距离似乎不是一个价格边界的重要因素,而只是协整强度的重要因素,但观察到早期论文使用的方法是有效的。
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引用次数: 2
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