Licensing Effect in Consumer Choice
نویسندگان
چکیده
Vol. XLIII (May 2006), 259–266 259 © 2006, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Uzma Khan is Assistant Professor of Marketing, Tepper School of Business, Carnegie Mellon University (e-mail: [email protected]). Ravi Dhar is George Rogers Clark Professor of Management and Marketing, School of Management, Yale University (e-mail: [email protected]). This article has benefited from suggestions by the guest editor, Ziv Carmon, and the two anonymous JMR reviewers. UZMA KHAN and RAVI DHAR*
منابع مشابه
Software Licensing: Pay-Per-Use versus Perpetual
Piracy has been a major problem for perpetually licensed software. Usage-based licensing architecture such as pay-per-use or software-as-a-service can offer technology-based protection against piracy. We provide an analytical framework to examine the economic implications of pay-per-use versus perpetual licensing in a market with potential piracy, network effect, and heterogeneous consumers in ...
متن کاملCorporate Philanthropy Affecting Consumer Patronage Behavior: The Effect of Reciprocity and the Moderating Roles of Vicarious Licensing and Strategic Fit
This study investigates the manner in which corporate philanthropy affects consumer patronage toward a brand. In so doing, we propose reciprocity as a key mechanism, which manifests the effect of corporate philanthropy on patronage behavior, and examine how vicarious licensing and strategic fit would mitigate the relationship between reciprocity and patronage behavior. The results indicate that...
متن کاملInvestigation the Consumer Choice in the Use of Dental Services Care Applying Hekman Two-Step Procedure
Considering the health importance in development process of countries, this study investigates factors affecting various types of dental care services participation and related expenditures as one of the most important aspects of oral health. For this reason, a sample of almost 40000 Iranian households in 2016 is selected and the impact of the mentioned factors analyzed using Heckman’s two-stag...
متن کاملProduct Strategy for Innovators in Markets with Network Effects
T paper examines four alternative product strategies available to an innovating firm in markets with network effects: single-product monopoly, technology licensing, product-line extension, and a combination of licensing and product-line extension. We address three questions. First, what factors affect the attractiveness of each of the four product strategies? Second, under what conditions will ...
متن کاملInnovation, Licensing, and Price vs
In this paper, we develop a differentiated duopoly model with endogenous cost-reducing R&D and review the argument on welfare effect of price and quantity competition in the presence of technology licensing. We show that the standard conclusion on duopoly (Singh and Vives, 1984) can be completely reversed. Cournot competition induces lower R&D investment than Bertrand competition does. Moreover...
متن کامل