Simultaneous competitor and customer diffusion: a market growth model based on market space and competition

This paper addresses the interaction between competitive dynamics and market evolution. Specifically, it focuses on the development of the market of a new product, in terms of customer adoption as well as competitive entry. The objective of this paper is to develop a model for the growth stage of a new market that addresses the supplier and customer diffusion process and the interaction between them. The contribution of our approach is threefold: (i) the development of a competitor diffusion model, (ii) the combination of a competitor diffusion model with a customer diffusion model, recognizing the interplay between competitive entry and market-level diffusion, and (iii) the recognition that competitive entry effects in the diffusion model are endogenous, resulting from the entry decisions of firms

An examination of the interfaces between operations and advertising strategies

This dissertation is composed of three journals examining the interfaces between the marketing variable of advertising and various aspects of the operations function of the enterprise, namely, (1) production cost [Chapter 2], (2) inventory control [Chapter 3], and (3) service cost learning [Chapter 4]. The first journal identified the optimum advertising allocation policy over time in the presence of a quadratic convex/concave production cost function when the advertising response function is concave using a modified Vidale-Wolfe model. Through analytical proofs and numerical simulations, the results indicated the potential superiority of a pulsation policy in the presence of concavity in the advertising response function only if the production cost function is convex; otherwise, the uniform policy would be optimal. The study is seen as applicable to frequently purchased products in the maturity stage of their life cycles of dominant firms in their industries practicing a zero-inventory policy in a just-in-time environment. The research objective pertaining to the second journal was to study how a firm would adapt optimum ordered quantity/production lot size and optimum advertising expenditure in response to changes in its own parameters, rival\u27s parameters, or parameters that are common to all firms in a symmetric duopoly/oligopoly market. This was accomplished by developing comparative statics (sensitivity analysis) of a symmetric competitive inventory model with advertising-dependent demand based on a market share attraction model. Both optimum advertising expenditure and ordered quantity were found to be sensitive to changes in marketing and operations parameters. The robustness of the symmetric comparative statics was assessed by using data from the brewing industry in the US that represents an asymmetric oligopoly. The empirical analysis indicated that the theoretical results obtained for a symmetric oligopoly remained valid for an oligopoly where each firm had a market share less than 50% and the market shares were further apart from one another. The study is thought to be applicable to low-priced frequently purchased consumer items in competitive mature markets. In the third journal, the original Bass model for new products was modified to incorporate advertising and customers\u27 disadoption to characterize the optimum advertising policy over time for subscriber service innovations where service cost follows a learning curve. After characterizing the optimal policy for a general diffusion model, the results pertaining to a specific diffusion model for which advertising affects the coefficient of innovation were reported. On the empirical side, four alternative diffusion models were estimated and their predictive powers, using a one-step-ahead forecasting procedure, were compared. Empirical research findings suggest that the specific diffusion model considered in this study is not only of theoretical appeal, but also of notable empirical relevance. Taken together, the analytical and empirical findings argue in favor of advertising more heavily during the early stage of the diffusion process of the new subscriber service innovation and including a related message that would predominantly target innovators. Furthermore, it might be inappropriate to model the diffusion of subscriber services as if they were durable goods. The study is thought to be applicable to service innovations that are made available to customers periodically at a subscription fee. Typical examples include, but are not limited to, cable TV, health clubs, pest control, and the internet

An estimation of the pattern of diffusion of mobile phones: the case of Colombia

In this paper we fond that the difusion pattern of mobile telephony in Colombia can be best haracterised as following a Logistic curve. Although in recent years the rate of growth of mobile phone subscribers has started to slow down, we find evidence that there is still room for further expansion as thesaturation level is expected to be reached in five years time. The estimated saturation level is consistent with some individuals possessing more than one mobile device.Technology di¤usion; Mobile telecommunications; Gompertzcurve; Logistic curve; Colombia.

VI Workshop on Computational Data Analysis and Numerical Methods: Book of Abstracts

The VI Workshop on Computational Data Analysis and Numerical Methods (WCDANM) is going to be held on June 27-29, 2019, in the Department of Mathematics of the University of Beira Interior (UBI), Covilhã, Portugal and it is a unique opportunity to disseminate scientific research related to the areas of Mathematics in general, with particular relevance to the areas of Computational Data Analysis and Numerical Methods in theoretical and/or practical field, using new techniques, giving especial emphasis to applications in Medicine, Biology, Biotechnology, Engineering, Industry, Environmental Sciences, Finance, Insurance, Management and Administration. The meeting will provide a forum for discussion and debate of ideas with interest to the scientific community in general. With this meeting new scientific collaborations among colleagues, namely new collaborations in Masters and PhD projects are expected. The event is open to the entire scientific community (with or without communication/poster)

Time-Series Models in Marketing

Marketing data appear in a variety of forms. An often-seen form is time-series data, like sales per month, prices over the last few years, market shares per week. Time-series data can be summarized in time-series models. In this chapter we review a few of these, focusing in particular on domains that have received considerable attention in the marketing literature. These are (1) the use of persistence modelling and (2) the use of state space models.Marketing;Persistence;State Space;Time Series

DYNAMIC RELATIONSHIPS: E-COMMERCE SALES AND KEY EXOGENOUS VARIABLES IN THE PHILIPPINES

This study delves into the complex and evolving landscape of e-commerce in the Philippines, focusing on the relationship between E-Commerce Sales as the endogenous variable and a set of influential exogenous variables, including Digital Marketing Spending, GDP Growth, Internet Penetration, and Mobile Phone Ownership. This research employs a flexible spline modeling approach, uncovers non-linear associations, and offers significant implications for academic understanding and practical applications. The findings underscore the growing impact of Digital Marketing Spending on E-Commerce Sales, revealing the paramount role of online advertising and promotional strategies in the digital marketplace. Moreover, the study explains the intricate interplay between GDP Growth, Internet Penetration, Mobile Phone Ownership, and E-Commerce Sales, highlighting the non-linear nature of these relationships. As the Philippines continues its economic expansion and technological integration, these associations exhibit insightful implications for policymakers, businesses, and e-commerce stakeholders.  Article visualizations