计量经济分析 = Econometric analysis

The author systematically examines one of the important issues of information — establishing the market price. He introduces the concept of «search» — where a buyer wanting to get a better price, is forced to question sellers. The article deals with various aspects of finding the necessary information.

Economics of Information

A number of factors, including developments in Internet-based commerce and third-party logistics, have led many companies to consider engaging in direct sales. Such a company may at once be both a supplier to and a direct competitor of any existing reseller partners (e.g., land-based retailers), which can result in “channel conflict.” This can have momentous implications for distribution strategy.

To generate managerial insights into this important issue, we develop a model that captures key attributes of such a setting, including various sources of inefficiency. We examine these in detail and identify a number of counterintuitive structural properties. For instance, the addition of a direct channel alongside a reseller channel is not necessarily detrimental to the reseller, given the associated adjustment in the manufacturer's pricing. In fact, both parties can benefit.

Finally, we examine ways to adjust the manufacturer-reseller relationship that have been observed in industry. These include changes in wholesale pricing, paying the reseller a commission for diverting customers toward the direct channel, or conceding the demand fulfillment function entirely to the reseller. The latter two schemes could be mutually beneficial in that they achieve a division of labor according to each channel's competitive advantage.

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Channel Conflict and Coordination in the E‐Commerce Age

http://www.dhruvgrewal.com/wp-content/uploads/2014/09/2009-JR-CustomerExperienceManagement.pdf

Customer Experience Management in Retailing: An Organizing Framework

http://www.dhruvgrewal.com/wp-content/uploads/2014/09/2009-JR-CB.pdf

Customer Experience Management in Retailing: Understanding the Buying Process

The underlying channel structure in most studies to date has consisted either of exclusive dealers that sell only one manufacturerÂ¹s brand or of a single retailer selling multiple brands. Little attention has been given to the larger segment of most consumer goods markets in which retailers compete to sell multiple brands at the same location. This research seeks to add to the growing literature of channel competition by analyzing three channel structures, the least constrained of which deals with two competing manufacturers and two retailers, each of whom distributes both products in a noncooperative game with two Nash's and one Stackleberg equilibrium. Using differentiated products and a linear demand function, we introduce the concept of "store substitutability"-a measure corresponding to product substitutability representing competitiveness at the retail level-between the two retailers. We are able to obtain closed form solutions for all cases. We show that the presence of competitive effects at both retail and manufacturer levels of distribution has a significant impact on profits and prices. We also study the effects of various power relationships in the channel. Furthermore, we compare these results to those obtained by previous research. Finally, we propose some testable implications and suggest avenues for future research.

Distribution Channels: An Extension of Exclusive Retailership

http://www.dhruvgrewal.com/wp-content/uploads/2014/09/2008-JR-Retail-Strategy-Format.pdf

Understanding the Determinants of Retail Strategy: An Empirical Analysis ☆

Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase

In this paper, we propose and test a stochastic model of consumer choice that incorporates attribute-based variety seeking. Our stochastic variety-seeking model SVS has nested within it a fixed variety-seeking model, a zero-order model of choice, and a first-order "pure variety" model. We compare the SVS model to alternative models. Under stochastic variety seeking, we examine the nature of the variety sought and provide a test of the "satiation" hypothesis.

Unlike fixed variety-seeking models, our model allows variety seeking to vary in intensity and consistency over individuals as well as over purchase occasions. We show that the model is equivalent to a random utility model with the features that the attributes of brands relative to those of the brand previously bought influence choice, and the extent of variety seeking is random over choice occasions for a given individual. The model permits a closed-form solution to the conditional switching probabilities parameterized by variety-seeking parameters, and dependent on brand attributes.

We apply our model to individual choice data obtained from a field study specifically designed for the purpose at hand.

A Model of Stochastic Variety-Seeking

The link between variety seeking and promotional response has been of interest to marketing researchers for quite some time. By segmenting consumers according to their variety-seeking needs, researchers have established some interesting results regarding the variation in promotional response across segments. However, the sole basis for segmentation thus far has been unidimensional (e.g., high-and low-variety seekers). This research discusses a unique way to segment consumers based not only on the usual extent (or mean) of variety seeking but also on the intensity (or consistency) of variety-seeking behavior, a new segmentation criterion. The authors conduct an empirical study to test the two-dimensional segmentation scheme and investigate differences in response to a variety of promotions across the segments. The inclusion of the intensity aspect of variety seeking as an additional basis for segmentation has a significant impact on promotional response and offers substantially richer managerial interpretation.

Minakshi Trivedi

Papers

Distribution Channels: An Extension of Exclusive Retailership

Understanding the Determinants of Retail Strategy: An Empirical Analysis ☆

Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase

A Model of Stochastic Variety-Seeking

Using Variety-Seeking-Based Segmentation to Study Promotional Response: