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In-Store Advertising by Competitors

机译:竞争对手的店内广告

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摘要

Conventional advice to firms in competitive markets is to raise barriers against competitive poaching of their customers. However, we see instances where a firm enables competitor advertising to its customers. For example, Walmart hosts banner ads for TVs from Sears to customers searching for TVs on Walmart. com, risking a loss of customers in exchange for a commission. This paper explores whether and under what conditions allowing competitor advertising in one's store may be a beneficial strategy. We analyze a duopoly market where customers are heterogeneous in search costs, information, and preferences. We find that hosting a competitor ad for an undifferentiated product can mitigate price competition and boost profits of both firms if the advertising commission is high enough. Otherwise, hosting competitor advertising may decrease the profits of both firms. Thus, there is no conflict of interest between firms in advertising and in setting the ad commission level. Yet the host prefers more efficient ads while the advertiser does not. Furthermore, the equilibrium outcome is asymmetric, with only one store featuring ads of the other. If stores are sufficiently differentiated in marginal costs of the product, the cost disadvantaged store will be the host. We show that the results are robust to displaying price in the ad, to different commission structures, and to customer uncertainty about the commission rate.
机译:对竞争市场中的公司的常规建议是增加阻碍其客户进行偷猎的壁垒。但是,我们看到一些案例,其中一家公司可以向其客户提供竞争对手的广告。例如,沃尔玛为西尔斯(Sears)的电视托管横幅广告,向在沃尔玛(Walmart)搜索电视的客户提供广告。 com,冒着客户流失以换取佣金的风险。本文探讨了允许竞争者在自己商店中投放广告的条件以及在什么条件下可能是有益的策略。我们分析了一个双头垄断市场,在该市场中,客户的搜索成本,信息和偏好不同。我们发现,如果广告佣金足够高,则为无差异产品托管竞争者广告可以减轻价格竞争并提高两家公司的利润。否则,主持竞争对手的广告可能会降低两家公司的利润。因此,公司之间在广告和设定广告佣金水平上没有利益冲突。然而,主持人喜欢更有效的广告,而广告主则不喜欢。此外,均衡结果是不对称的,只有一个商店具有另一个商店的广告。如果商店在产品的边际成本上有足够的差异,那么成本处于劣势的商店将成为宿主。我们证明了结果对于在广告中显示价格,不同的佣金结构以及客户关于佣金率的不确定性具有鲁棒性。

著录项

  • 来源
    《Marketing Science》 |2017年第3期|402-425|共24页
  • 作者单位

    Univ Texas Dallas, Naveen Jindal Sch Management, Mkt, Richardson, TX 75080 USA;

    Univ Texas Dallas, Naveen Jindal Sch Management, Mkt, Richardson, TX 75080 USA;

    Univ Texas Dallas, Naveen Jindal Sch Management, Mkt, Richardson, TX 75080 USA;

  • 收录信息 美国《科学引文索引》(SCI);
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    advertising; pricing; game theory; search costs; competitive strategy;

    机译:广告;定价;博弈论;搜索成本;竞争策略;
  • 入库时间 2022-08-17 23:34:57

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