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Two Essays on Product and Pricing In...

Wang, Peng.

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Two Essays on Product and Pricing Innovation.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Two Essays on Product and Pricing Innovation./
作者:	Wang, Peng.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:	97 p.
附註:	Source: Dissertations Abstracts International, Volume: 80-11, Section: A.
Contained By:	Dissertations Abstracts International80-11A.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13859932
ISBN:	9781392142783

Two Essays on Product and Pricing Innovation.
Wang, Peng.

Two Essays on Product and Pricing Innovation. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 97 p.

Source: Dissertations Abstracts International, Volume: 80-11, Section: A.

Thesis (Ph.D.)--The University of Arizona, 2019.

This item must not be added to any third party search indexes.

My dissertation adopts analytical method to understand how firms innovate their marketing activities in response to the constantly changing business environment, and how such activities impact the behavior and wellbeing of consumers. In essay 1, I develop a profit-enhancing selling method, contingency selling, that is tailored to the unique features of sports events marketing, including capacity constraints, game uncertainty, and preference heterogeneity. I find that when the capacity constraint is tight, contingency selling outperforms other selling mechanisms such as traditional selling with or without a secondary market, spot selling, and ticket options. Essay 2 focuses on "all-or-nothing", a unique feature of crowdfunding. I show that when the new product's market potential is uncertain, the "all-or-nothing" feature provides double benefits to the entrepreneur. First, it safeguards the entrepreneur against the downside market uncertainty. Second, this safeguard enables the entrepreneur to take advantage of the upside uncertainty by producing products of higher quality, which are typically associated with higher risk. Jointly, these two effects lead to the counter-intuitive result that that crowdfunding allows the entrepreneur to benefit from high degree of uncertainty.

ISBN: 9781392142783Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

All-or-nothing

Two Essays on Product and Pricing Innovation.
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520 $a My dissertation adopts analytical method to understand how firms innovate their marketing activities in response to the constantly changing business environment, and how such activities impact the behavior and wellbeing of consumers. In essay 1, I develop a profit-enhancing selling method, contingency selling, that is tailored to the unique features of sports events marketing, including capacity constraints, game uncertainty, and preference heterogeneity. I find that when the capacity constraint is tight, contingency selling outperforms other selling mechanisms such as traditional selling with or without a secondary market, spot selling, and ticket options. Essay 2 focuses on "all-or-nothing", a unique feature of crowdfunding. I show that when the new product's market potential is uncertain, the "all-or-nothing" feature provides double benefits to the entrepreneur. First, it safeguards the entrepreneur against the downside market uncertainty. Second, this safeguard enables the entrepreneur to take advantage of the upside uncertainty by producing products of higher quality, which are typically associated with higher risk. Jointly, these two effects lead to the counter-intuitive result that that crowdfunding allows the entrepreneur to benefit from high degree of uncertainty.
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