0007-6813/$ see front matter D 200 doi:10.1016/j.bushor.2005.05.008 E-mail address: [email protected]

We study the effects of competition among intermediary brokers that run local upstream auctions and participate at a central auction as bidders on behalf of their buyers. More specifically, we focus on the result of the choice of different mechanisms for the intermediaries on their profit, the central auctioneer’s revenue and the buyers’ surplus as well as the social welfare of all players both...

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...

We consider an environment where sellers compete over buyers. All sellers are a-priori identical and strategically signal buyers about the product they sell. In a setting motivated by on-line advertising in display ad exchanges, where firms use second price auctions, a firm’s strategy is a decision about its signaling scheme for a stream of goods (e.g. user impressions), and a buyer’s strategy ...

.............................................................................................7 1. Summary & structure of this work .................................................9 1.1. The questions posed................................................................. 9 1.2. Summary of findings................................................................. 9 1.2.1. Diversity innovation.......

This article tests experimentally whether a high degree of collusion on advertisement expenditures facilitate tacit price collusion in duopoly markets. Two environments are tested, in which the size of the spillover between advertising expenditures is varied. The results show that the competitiveness of advertising and prices are significantly higher when the advertising spillover is higher tha...

We consider a cheap-talk setting in which the sender can use information about the receiver’s preferences to tailor communication. Better information increases the persuasion ability of the sender, but also results in receiver skepticism. When the sender’s motives are transparent to the receiver, trade always relies on the sender not being too well-informed about the receiver’s preferences. In ...

Information asymmetry in e-commerce market causes adverse selection phenomenon that hinders the healthy development of e-marketing. Based on the adverse selection model put forward by American economist George Akerlof , who is one of Nobel Economics Prize laureates in 2001, this paper set up an e-marketing model under the adverse selection environment in e-ecommerce market. This paper takes act...

I a viral marketing campaign, an organization develops a marketing message and encourages customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach and how marketers can influence this process through marketing activities. This paper develops such a model...

As a popular and important advertising style, Internet advertising has drawn substantial amount of scholarly attention. Previous studies have contributed to the understanding of the independent effects of various factors, such as product, consumer, website and ad per se, but few studies consider the impacts of the congruities between these factors on consumer’s attitude toward the ads. In this ...