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2022-05-28
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このアイテムへのリンクには次のURLをご利用ください:http://hdl.handle.net/11094/23363
論文情報
タイトル
Competitive Targeted Marketing
著者
Jo, Hang-Hyun
Jo, Hang-Hyun
Kim, Jeong-Yoo
Kim, Jeong-Yoo
キーワード等
Information Diffusion
Technology Adoption
Network Externalities
Com-patibility
Learning
Evolution
Targeted Marketing
抄録
In this paper, we consider two firms diffusing incompatible technologies and their decision of consumer targeting. The technology adoption is made in two steps. First, once the firms sell their products to their respective targeted consumer, the technology is diffused successively by word-of-mouth communication from the initial consumer to other consumers linked along the network. Then, in the second step, each consumer imitates the technology the neighbors use which fares better, and through this process of imitation, the technology distribution keeps evolving until it reaches the long-run steady state. We demonstrate that the early entrant chooses the minmax location when firms are myopic in the sense that they do not take the imitation possibility into account. If firms consider the possibility of imitation, the best target will tend towards a hub, although the minmax principle in general keeps valid in the sense that it should be the minmax location after considering imitation.
公開者
The Institute of Social and Economic Research, Osaka University
掲載誌名
Institute of Social and Economic Research Discussion Papers
巻
834
刊行年月
2012-03
URL
http://hdl.handle.net/11094/23363
関連情報 (references)
http://www.iser.osaka-u.ac.jp/library/dp/2012/DP0834.pdf
言語
英語
カテゴリ
ディスカッション/ワーキング・ペーパー DP/WP
Institute of Social and Economic Research Discussion Papers
論文詳細を表示
著者版フラグ
none
NII資源タイプ
テクニカルレポート
ローカル資源タイプ
ディスカッション/ワーキング・ペーパー
dcmi資源タイプ
text
DCTERMS.bibliographicCitation
Institute of Social and Economic Research Discussion Papers.834
DC.title
Competitive Targeted Marketing
DC.creator
Jo, Hang-Hyun
Kim, Jeong-Yoo
DC.publisher
The Institute of Social and Economic Research, Osaka University
DC.language" scheme="DCTERMS.RFC1766
英語
DCTERMS.issued" scheme="DCTERMS.W3CDTF
2012-03
DC.identifier" scheme="DCTERMS.URI
http://hdl.handle.net/11094/23363
DC.subject
Information Diffusion
Technology Adoption
Network Externalities
Com-patibility
Learning
Evolution
Targeted Marketing
DCTERMS.abstract
In this paper, we consider two firms diffusing incompatible technologies and their decision of consumer targeting. The technology adoption is made in two steps. First, once the firms sell their products to their respective targeted consumer, the technology is diffused successively by word-of-mouth communication from the initial consumer to other consumers linked along the network. Then, in the second step, each consumer imitates the technology the neighbors use which fares better, and through this process of imitation, the technology distribution keeps evolving until it reaches the long-run steady state. We demonstrate that the early entrant chooses the minmax location when firms are myopic in the sense that they do not take the imitation possibility into account. If firms consider the possibility of imitation, the best target will tend towards a hub, although the minmax principle in general keeps valid in the sense that it should be the minmax location after considering imitation.
citation_title
Competitive Targeted Marketing
citation_author
Jo, Hang-Hyun
Kim, Jeong-Yoo
citation_publisher
The Institute of Social and Economic Research, Osaka University
citation_language
英語
citation_date
2012-03
citation_journal_title
Institute of Social and Economic Research Discussion Papers
citation_volume
834
citation_public_url
http://hdl.handle.net/11094/23363
citation_keywords
Information Diffusion
Technology Adoption
Network Externalities
Com-patibility
Learning
Evolution
Targeted Marketing