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The effect of entry timing on market share
200
Internationalabstractsof researchin marketing
2.5 Physical Distribution Satisfaction and the Result of the Delivery Channels of Domestic Electronic Products Based on a sample of 99 retailers in channels delivering domestic electronic products, the author argues that the concepts such as conflict, cooperation and satisfaction are unfavored and ignored in favor of less perceptible and more practical concepts such as cost control, market expansion, introduction of new products, and resource productivity, among others. Mangin, Jean-Pierre L~vy, 1996, "A Satisfa~o e o Resultado nos Canais de Distribui~o de Produtos Electrrnicos Dom~sticos: Ulna Inten~to de Modeliza~o Mediante a Anrlise de Estruturas Latentes", Revista Portuguesa de Marketing (Portugal), Vol. 1 (2), pp.28-33. 30
2.6 Pricing
Profit Orientated Product Line Design and Consumer Preferences Product line optimization models considering consumer preferences with special focus on profit-oriented approaches are discussed. A new conjoint analysis based model for probabilistic product line optimization (PROLIN) incorporating cost considerations is presented. An example to illustrate the advantages of the novel more flexible approach is given. Gaul, W, Aust, E and Baier, D, 1995, "Gewinnorientierte Produktliniengestaltung und Kundennutzen", Zeitschrift fiir Betriebswirtschaft (Germany), Vol. 65 (8), pp.835-855. 31
See also 2.7 When Prices Stop Being Flexible The classical concept of price elasticity is sometimes too simple to capture the behavioral complexity of some markets which have the peculiarity of "referring to themselves." The concept of self-reference is defined and the consequences upon market responses to price changes are analyzed. The numeric mobile phone market is used as an example.
Steyer, Alexandre, 1995, "Quand les prix cessent d'etre dlastiques", D~cisions Marketing (France), N~6, pp.111-117. 32 See also 2.1
2.7 Product
The Bass Diffusion Model as a Pure-Birth-Process Model The authors show some relations between the diffusion model of Bass and a pure-birth-process-model. The behaviors of the innovation and imitation coefficient as the most important model parameters are analyzed. The analysis provides a better understanding of the characteristics of the Bass model. Guan, J and Brockhoff, U, 1995, "Das Diffusionsmodell yon Bass als Ankunftsprozej3 - Modell", Marketing Zeitschrift flit Forschung und Praxis (Germany), Vol.17 (4), pp.255-258. 33
See also 4.2 A Classification of Purchase Processes Based on Information Economics The present paper develops a classification of purchase processes based on findings of information economics as well as behavioral science. Central to the concept of the economics of information is that attributes of goods have search, experience, and credence properties. The perception of these properties by the consumer are used to distinguish different purchase processes. Weiber, R and Adler, J, 1995, "Informationsrkonomisch begr~ndete Typologisierung yon Kaufprozessen, Zeitschrift.~r betriebswirtschaftliche Forschung (Germany), Vol. 47 (1), pp.43-65. 34
See also 1.1 The Effect of Entry Timing on Market Share Scanner data of twenty nine brands in twelve product categories were used to validate poineering advantage of frequently purchased consumer products in Japan. The later the entry timing of followers and the
Internationalabstractsof research in marketing greater the poineer's share in product category, the greater advantage the pioneering brand can enjoy. Nakamura, Hiroshi and Sugita, Yoshihiko, 1995, "The Effect of Entry Timing on Market Share", Journal of Marketing Science (Japan), Vol. 3 (1-2), pp.42-52. 35
201
proposed approach, which is based on behavioristic insights, reflects better the openness, non-linearity, and stochasticity of diffusion processes of products with network externalities. Schoder, D, 1995, "Diffusion yon Netzeffektgiitern", Marketing Zeitschrifi fiir Forschung und Praxis (Germany), Vol. 17 (1), pp.18-28. 38
See also 2.1 Cyclical Effects on Innovation: Some Evidence in Spanish Banks In this article, the authors seek to analyze the effect that shifting econoimc cycles have on the spread of new products and processes. The work is divided into three parts. A brief review of literature is followed by a description of the basic methodology used. The last part presents the actual empirical study which examines the spread of ten products, processes, and administrative innovations based on the results of a survey addressed to Spanish banks. Espitia, Manuel, Polo, Yolanda, and Salas, Vicente, 1996, "Efectos Ciclicos en la Adopcirn de Innovaciones: Evidencias en el Sector Bancario Espafiol", Informacirn Comercial Espafiola (Spain), No. 750, pp. 153-160. 36
Negative Publicity Around Brands This article presents a literature review concerning negative publicity. Five phases are distinguished in dealing with negative publicity around brands: (1) anticipation (what makes companies and brands crisis-prone), (2) confrontation (the occurrence of an accident or crisis, initial fast reaction), (3) reaction (more elaborate reaction such as taking back products, recall-ads, advocacy advertising), (4) consequences (with respect to the relationship with consumers, retailers media, etc.) and (5) rebuilding (of brand-value). Riezebos, R, 1995, "Negatieve Publiciteit fond Merken. Van Anticipatie tot Wederopbouw van het Merk", Recente Ontwikkelingen in het Marktonderzoek, Jaarboek van de Nederlandse Vereniging van Marktonderzoekers (The Netherlands), Issue 95/96, pp. 195-229. 39
See also 3.4 Brands - From Theory to Practice This monograph explores brand strategies in Swedish companies. A survey of 507 companies, representing both consumer and industrial goods, indicates that decision-makers overestimate market shares and confuse brand loyalty with stable sales. The survey also indicates that decision-makers' brand attitudes are consistent with branding theory. However, the attitudes are not always reflected in actual behavior. H&kansson, Per and Wahlund, Richard, 1996, "Varumiirken: FrOm Teori Till Praktik' ', (Sweden). 37 Diffusion of Products with Network Externalities Approaches from classical diffusion theory fail to properly describe the empirical pattcrn~ of diffusion in markets with network externalities. This paper suggests applying the master equation approach associated with synergetics. An example shows that the
2.8 Sales Promotion The Reference Price Concept: Relation with Consumer Sensitivity to Promotion of Consumer Goods The consumer behavior before the promotion of consumer goods (particularly before price promotions) is discussed theoretically and it is argued that decreasing prices are extremely appealing actions, reinforcing purchase. The paper suggests that the reference price concept emerges as one of the important aspects to understand this behavior. De Moura, Ana Pinto, 1996, " 0 Conceito de Preqo de Refer~ncia: Sua Relaq~o coma Sensibilidade do Consumidor face hs Promo§'Oes de Venda para Bens de Grande Consumo", Revista Portuguesa de Marketing (Portugal), Vol. 1(2), pp.40-45. 40
See al~o 2.6, 1.1
Internationalabstractsof researchin marketing
2.5 Physical Distribution Satisfaction and the Result of the Delivery Channels of Domestic Electronic Products Based on a sample of 99 retailers in channels delivering domestic electronic products, the author argues that the concepts such as conflict, cooperation and satisfaction are unfavored and ignored in favor of less perceptible and more practical concepts such as cost control, market expansion, introduction of new products, and resource productivity, among others. Mangin, Jean-Pierre L~vy, 1996, "A Satisfa~o e o Resultado nos Canais de Distribui~o de Produtos Electrrnicos Dom~sticos: Ulna Inten~to de Modeliza~o Mediante a Anrlise de Estruturas Latentes", Revista Portuguesa de Marketing (Portugal), Vol. 1 (2), pp.28-33. 30
2.6 Pricing
Profit Orientated Product Line Design and Consumer Preferences Product line optimization models considering consumer preferences with special focus on profit-oriented approaches are discussed. A new conjoint analysis based model for probabilistic product line optimization (PROLIN) incorporating cost considerations is presented. An example to illustrate the advantages of the novel more flexible approach is given. Gaul, W, Aust, E and Baier, D, 1995, "Gewinnorientierte Produktliniengestaltung und Kundennutzen", Zeitschrift fiir Betriebswirtschaft (Germany), Vol. 65 (8), pp.835-855. 31
See also 2.7 When Prices Stop Being Flexible The classical concept of price elasticity is sometimes too simple to capture the behavioral complexity of some markets which have the peculiarity of "referring to themselves." The concept of self-reference is defined and the consequences upon market responses to price changes are analyzed. The numeric mobile phone market is used as an example.
Steyer, Alexandre, 1995, "Quand les prix cessent d'etre dlastiques", D~cisions Marketing (France), N~6, pp.111-117. 32 See also 2.1
2.7 Product
The Bass Diffusion Model as a Pure-Birth-Process Model The authors show some relations between the diffusion model of Bass and a pure-birth-process-model. The behaviors of the innovation and imitation coefficient as the most important model parameters are analyzed. The analysis provides a better understanding of the characteristics of the Bass model. Guan, J and Brockhoff, U, 1995, "Das Diffusionsmodell yon Bass als Ankunftsprozej3 - Modell", Marketing Zeitschrift flit Forschung und Praxis (Germany), Vol.17 (4), pp.255-258. 33
See also 4.2 A Classification of Purchase Processes Based on Information Economics The present paper develops a classification of purchase processes based on findings of information economics as well as behavioral science. Central to the concept of the economics of information is that attributes of goods have search, experience, and credence properties. The perception of these properties by the consumer are used to distinguish different purchase processes. Weiber, R and Adler, J, 1995, "Informationsrkonomisch begr~ndete Typologisierung yon Kaufprozessen, Zeitschrift.~r betriebswirtschaftliche Forschung (Germany), Vol. 47 (1), pp.43-65. 34
See also 1.1 The Effect of Entry Timing on Market Share Scanner data of twenty nine brands in twelve product categories were used to validate poineering advantage of frequently purchased consumer products in Japan. The later the entry timing of followers and the
Internationalabstractsof research in marketing greater the poineer's share in product category, the greater advantage the pioneering brand can enjoy. Nakamura, Hiroshi and Sugita, Yoshihiko, 1995, "The Effect of Entry Timing on Market Share", Journal of Marketing Science (Japan), Vol. 3 (1-2), pp.42-52. 35
201
proposed approach, which is based on behavioristic insights, reflects better the openness, non-linearity, and stochasticity of diffusion processes of products with network externalities. Schoder, D, 1995, "Diffusion yon Netzeffektgiitern", Marketing Zeitschrifi fiir Forschung und Praxis (Germany), Vol. 17 (1), pp.18-28. 38
See also 2.1 Cyclical Effects on Innovation: Some Evidence in Spanish Banks In this article, the authors seek to analyze the effect that shifting econoimc cycles have on the spread of new products and processes. The work is divided into three parts. A brief review of literature is followed by a description of the basic methodology used. The last part presents the actual empirical study which examines the spread of ten products, processes, and administrative innovations based on the results of a survey addressed to Spanish banks. Espitia, Manuel, Polo, Yolanda, and Salas, Vicente, 1996, "Efectos Ciclicos en la Adopcirn de Innovaciones: Evidencias en el Sector Bancario Espafiol", Informacirn Comercial Espafiola (Spain), No. 750, pp. 153-160. 36
Negative Publicity Around Brands This article presents a literature review concerning negative publicity. Five phases are distinguished in dealing with negative publicity around brands: (1) anticipation (what makes companies and brands crisis-prone), (2) confrontation (the occurrence of an accident or crisis, initial fast reaction), (3) reaction (more elaborate reaction such as taking back products, recall-ads, advocacy advertising), (4) consequences (with respect to the relationship with consumers, retailers media, etc.) and (5) rebuilding (of brand-value). Riezebos, R, 1995, "Negatieve Publiciteit fond Merken. Van Anticipatie tot Wederopbouw van het Merk", Recente Ontwikkelingen in het Marktonderzoek, Jaarboek van de Nederlandse Vereniging van Marktonderzoekers (The Netherlands), Issue 95/96, pp. 195-229. 39
See also 3.4 Brands - From Theory to Practice This monograph explores brand strategies in Swedish companies. A survey of 507 companies, representing both consumer and industrial goods, indicates that decision-makers overestimate market shares and confuse brand loyalty with stable sales. The survey also indicates that decision-makers' brand attitudes are consistent with branding theory. However, the attitudes are not always reflected in actual behavior. H&kansson, Per and Wahlund, Richard, 1996, "Varumiirken: FrOm Teori Till Praktik' ', (Sweden). 37 Diffusion of Products with Network Externalities Approaches from classical diffusion theory fail to properly describe the empirical pattcrn~ of diffusion in markets with network externalities. This paper suggests applying the master equation approach associated with synergetics. An example shows that the
2.8 Sales Promotion The Reference Price Concept: Relation with Consumer Sensitivity to Promotion of Consumer Goods The consumer behavior before the promotion of consumer goods (particularly before price promotions) is discussed theoretically and it is argued that decreasing prices are extremely appealing actions, reinforcing purchase. The paper suggests that the reference price concept emerges as one of the important aspects to understand this behavior. De Moura, Ana Pinto, 1996, " 0 Conceito de Preqo de Refer~ncia: Sua Relaq~o coma Sensibilidade do Consumidor face hs Promo§'Oes de Venda para Bens de Grande Consumo", Revista Portuguesa de Marketing (Portugal), Vol. 1(2), pp.40-45. 40
See al~o 2.6, 1.1