Competitive Targeted Marketing

Jo, Hang-Hyun; Kim, Jeong-Yoo

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論文情報

タイトル	Competitive Targeted Marketing
著者	著者名 Jo, Hang-Hyun
著者	著者名 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.
出版者	The Institute of Social and Economic Research, Osaka University
収録物名	Institute of Social and Economic Research Discussion Papers
巻	834
刊行年月	2012-03
言語	英語
ハンドルURL	https://hdl.handle.net/11094/23363
関連情報 (references)	関連識別子 http://www.iser.osaka-u.ac.jp/library/dp/2012/DP0834.pdf
アクセス権	metadata only access
カテゴリ	ディスカッション／ワーキング・ペーパー DP/WP
カテゴリ	Institute of Social and Economic Research Discussion Papers

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
DC.creator	Kim, Jeong-Yoo
DC.publisher	The Institute of Social and Economic Research, Osaka University
DC.language' scheme='DCTERMS.RFC1766	英語
DC.type' scheme='DCTERMS.DCMIType	text
DCTERMS.issued' scheme='DCTERMS.W3CDTF	2012-03
DC.relation' scheme='DCTERMS.URI	http://www.iser.osaka-u.ac.jp/library/dp/2012/DP0834.pdf
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
citation_author	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	https://hdl.handle.net/11094/23363
citation_abstract_html_url	http://www.iser.osaka-u.ac.jp/library/dp/2012/DP0834.pdf

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