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- Title
- Essays on Marketing Strategies in the Context of Interdependent Consumption.
- Creator
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Talebi Ashoori, Minoo, Stock, Axel, Liu, Lin, Mao, Huifang, Caputo, Michael, University of Central Florida
- Abstract / Description
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This dissertation consists of two essays in which I study the impact of two interdependent consumerbehaviors, fairness concerns and exclusivity seeking, on a companys marketing strategiesand profits specifically in a context where it tries to expand its clientele with the objective of generatingrepeat purchases, for example by running deals on daily deal platforms. In the first essay,I examine the impact of customers fairness concerns on the profitability of a company runningpromotions on...
Show moreThis dissertation consists of two essays in which I study the impact of two interdependent consumerbehaviors, fairness concerns and exclusivity seeking, on a companys marketing strategiesand profits specifically in a context where it tries to expand its clientele with the objective of generatingrepeat purchases, for example by running deals on daily deal platforms. In the first essay,I examine the impact of customers fairness concerns on the profitability of a company runningpromotions on daily deal platforms. With the prevalence of social media and the internet, informationabout such targeted promotions can become available to all consumers including those whodid not have access to the platform and paid a full-price. Conducting a laboratory experiment,I demonstrate that knowledge about targeted promotions often leads to post-promotional fairnessconcerns among these consumers resulting in an increased tendency to switch providers. Incorporatingthe results of the experiment in a two-period game-theoretic model I analyze the impactof customers post-promotional fairness concerns on the profits of quality differentiated companieswho compete by running targeted promotions. I find that the low quality provider always suffersfrom consumers sensitivity to unfairness. Contrary, I show that the high quality provider can counterintuitivelybenefit from consumers fairness concerns as long as its quality advantage is not toolarge. Furthermore, I analyze how profits are impacted when information about the targeted dealsleaks to non-targeted customers who would have bought at the regular price. I find that, counterintuitively,competing firms profits increase with leakage. In the second essay of this dissertation, Istart with the observation that many platform members are new customers and are uncertain aboutthe quality of the companys product or service until they consume it. In such a context, I examinea high quality sellers optimal signaling strategy in a market where consumers prefer to purchase ascarce product due to desire for exclusivity or to receive a service in a non-crowded environmentdue to better experience and service delivery. Utilizing a repeat purchase signaling model I show that, consistent with prior literature, the high quality firm signals its quality by making its productscarce as well as charging a high price when consumers desire for exclusivity is high and cost ofquality is great. Contrary, I also find conditions under which the high quality firm counterintuitivelymakes its product widely available and prices it low to signal its quality. The model may inpart explain how high quality sellers market their products or services on daily deal websites.
Show less - Date Issued
- 2015
- Identifier
- CFE0005890, ucf:50855
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0005890
- Title
- MARKET FORESIGHT CAPABILITY: DETERMINANTS AND NEW PRODUCT OUTCOMES.
- Creator
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McCardle, Michael, J. Chris White, Ron Michaels and, University of Central Florida
- Abstract / Description
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To achieve and maintain a superior competitive position, firms must develop market sensing capability—the ability to sense events and trends in markets ahead of competitors (Day 1994a). According to Day, in firms with superior market sensing capability, “the processes for gathering, interpreting, and using market information are more systematic, thoughtful, and anticipatory than in other firms” [emphasis added]. Although Day asserted that market orientation captures the...
Show moreTo achieve and maintain a superior competitive position, firms must develop market sensing capability—the ability to sense events and trends in markets ahead of competitors (Day 1994a). According to Day, in firms with superior market sensing capability, “the processes for gathering, interpreting, and using market information are more systematic, thoughtful, and anticipatory than in other firms” [emphasis added]. Although Day asserted that market orientation captures the essence of a market sensing capability, researchers have suggested that market orientation, by itself, does not provide the requisite ability to develop competitive advantage because of its focus on detecting rather than anticipating market trends. While prior research, most notably pertaining to market orientation, has addressed the detection of current market trends, a gap in our knowledge remains regarding the ability to anticipate future market conditions. This research seeks to address this lacuna by exploring a firm’s market foresight capability, defined as the organizational capability that allows the firm to anticipate emerging shifts in the market before they are evident to competitors. Organizations possessing superior market foresight capability derive a multitude of benefits from having greater insight into future market conditions. These benefits include the ability to determine which future market trends warrant further exploration and exploitation, the identification of critical resources that will be needed in the future, and-of primary interest in this dissertation—the ability to develop new products that meet customer needs in the future. This research seeks to better inform managers as to the organizational characteristics that enhance the firm’s ability to anticipate future markets by developing and testing a model of the antecedents and new product outcomes of a firm’s market foresight capability. The constructs selected as determinants of market foresight capability are supported by dynamic capability theory, which focuses on the organization’s information processes, learning culture, and coordination/integration influences that elevate lower-level capabilities of individuals and teams to an organization-level or dynamic capability. The organizational information processes that are hypothesized to positively impact market foresight capability include active scanning, market experimentation, and lead user collaboration. The impact of information processes on market foresight capability is contingent on an organization’s learning culture (future orientation and learning orientation) and interdepartmental connectedness, which influence the coordination and integration of information between organizational actors. A firm’s potential for long-term competitive advantage lies in using the insights resulting from its market foresight capability to create advantageous resource configurations. To create valuable resource configurations, the firm with superior market foresight capability must capitalize on its ability to anticipate change through the development of new product and service offerings that better serve the needs of customers. It is hypothesized that superior market foresight capability results in heightened new product creativity, faster speed to market, and better market-entry timing. These new product outcomes of market foresight capability are further hypothesized to lead to superior new product financial performance. Of course, firms cannot realize the hypothesized new product benefits unless they are able to capitalize on market opportunities. Therefore, the relationships between market foresight capability and new product outcomes are hypothesized to be contingent on organizational inertia.
Show less - Date Issued
- 2005
- Identifier
- CFE0000446, ucf:46381
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0000446
- Title
- PRICE DISCOVERY IN THE U.S. BOND MARKETS: TRADING STRATEGIES AND THE COST OF LIQUIDITY.
- Creator
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Shao, Haimei, Yong, Jiongmin, University of Central Florida
- Abstract / Description
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The world bond market is nearly twice as large as the equity market. The goal of this dissertation is to study the dynamics of bond price. Among the liquidity risk, interest rate risk and default risk, this dissertation will focus on the liquidity risk and trading strategy. Under the mathematical frame of stochastic control, we model price setting in U.S. bond markets where dealers have multiple instruments to smooth inventory imbalances. The difficulty in obtaining the optimal trading...
Show moreThe world bond market is nearly twice as large as the equity market. The goal of this dissertation is to study the dynamics of bond price. Among the liquidity risk, interest rate risk and default risk, this dissertation will focus on the liquidity risk and trading strategy. Under the mathematical frame of stochastic control, we model price setting in U.S. bond markets where dealers have multiple instruments to smooth inventory imbalances. The difficulty in obtaining the optimal trading strategy is that the optimal strategy and value function depend on each other, and the corresponding HJB equation is nonlinear. To solve this problem, we derived an approximate optimal explicit trading strategy. The result shows that this trading strategy is better than the benchmark central symmetric trading strategy.
Show less - Date Issued
- 2011
- Identifier
- CFE0003633, ucf:48858
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0003633
- Title
- CLAIMS OF MISTAKEN IDENTITY:AN EXAMINATION OF U.S. TELEVISION FOOD COMMERCIALS AND THE ADULT OBESITY ISSUE.
- Creator
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Delgado, Cristina, DeLorme, Denise, University of Central Florida
- Abstract / Description
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Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food...
Show moreObesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during prime-time in the first quarter of 2009. The majority of claims match current regulations when compared to Federal references. The results show that Nutrient and Wellness claims were the most frequently cited. The type of benefit, Healthy Eating, emerged almost 3 times more than any other benefit type. This is also similar to those results which suggest advertisers' intentions were to promote overall wellness in their content delivery. As such, the Wellness Approach was identified and conceptualized, leading towards full development of a Wellness Effect theory. Implications and future research opportunities are discussed on both a theoretical and practical level.
Show less - Date Issued
- 2009
- Identifier
- CFE0002565, ucf:48260
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0002565