Joint Marketing Research Articles

Bundling and joint marketing by rival firms

AbstractWe study joint marketing by firms who price discriminate between consumers who patronize only one firm (single purchasers) and those who purchase from both (bundle purchasers). Firms either set the price of the bundle and then compete along side the bundle; or they determine a rebate that is applied to joint purchasers and then set prices. Even though the pricing structure in the joint marketing scheme is determined noncooperatively, the commitment to the joint marketing agreement allows firms to leverage their stand‐alone prices—leading to higher profits and lower consumer surplus in either case, compared to both uniform pricing and independent price discrimination without a joint marketing agreement. Nevertheless the two schemes differ dramatically, in that rebates increase joint purchasing, whereas bundle pricing diminishes bundle purchases.

Joint Tendering Under EU Competition Law

From a competition law perspective, subcontracting and consortia both constitute joint tendering. Joint tendering comes down to joint selling, which can constitute an infringement of Article 101 if all its other conditions are met. However, not all joint tendering is anti-competitive joint selling. Joint tendering can also be the expression of legitimate cooperation between firms. A joint tender may be the only way for two firms to produce efficiencies that outweigh the competition concerns, or to be able to tender at all. This article seeks (a) to draw the line between legitimate joint tendering and joint tendering which is actually anti-competitive joint selling, and (b) to draw attention to other theories of harm than joint selling in the area of joint tendering. The EU competition law assessment of joint selling can require a multi-step reasoning drawing on the distinction between competitors and non-competitors (section 2), object and effect restrictions and joint selling versus joint production (section 3). Section 3 also discusses other theories of harm than joint selling, namely exclusivity clauses and spillover information exchanges. Section 4 addresses several common arguments against classifying joint tenders among competitors as restrictions by object, and finds them all unconvincing. Section 5 discusses efficiencies under Article 101(3).

Classifying multi-destination trips in Austria with big data

Multi-destination trips are interesting for research in order to see which destinations are combined into one leisure trip. The aim of this study is to classify multi-destination trips in Austria based on geotagged photos on Flickr. The study sample includes tourists in Austria who visited at least two different cities based on the geolocations of their photos. The results revealed three types of multi-destination trips: (1) single destination trips (57%); (2) base camp trips (30%); and (3) regional tour trips (13%). Furthermore, cluster analysis was conducted to categorize the cities. The first cluster covers the eastern part of the country, which includes larger cities such as Vienna and Graz, and the second cluster refers to the western part of Austria. Practical implications includes creating joint marketing campaigns and new tourism products such as hiking trails between cities in the same cluster.

Will American Needle Burst the NFL's Balloon?

For decades, the National Football League pooled their intellectual property and issued nonexclusive blanket licenses. No one complained. When the National Football League decided to award an exclusive license to Reebok for headwear production, one of the former licensees, American Needle, filed suit. In this paper, we analyze the competitive significance of exclusive licensing as well as joint marketing of trademark licenses. We suggest that the decision to issue an exclusive license has no anticompetitive potential. Pooling the thirty‐two clubs' trademarks, however, cast potential anticompetitive problems. Copyright © 2016 John Wiley & Sons, Ltd.

Impact of projects initiating group marketing of smallholder farmers—A case study of pig producer marketing groups in Vietnam

In recent years, several projects in Vietnam have focused on establishing farmer groups to link small-scale pig producers to markets in order to improve their livelihoods. To compare the success between different approaches and by contrasting them to individual farmers without joint marketing, data were collected from 286 members of 18 pig marketing groups initiated by seven projects and from 479 non-members in three provinces and the capital of Vietnam. Groups were categorized in Common Interest Groups, Cooperative Groups and Cooperatives. All groups were comparatively described according to member set-up, management, financing and marketing. Propensity score matching was used to evaluate the economic success, as one of the key factors for a long-term operation of farmer groups. Results showed that the intervention projects supporting farmer groups with training and in-kind subsidies seem to have the highest impact on the increase of income of members in comparison with non-members.

Strategic alliances on performance of retail firms in Nairobi County, Kenya

Purpose – The purpose of this paper is to determine the effect of strategic alliances on firm performance and the moderating effect of firm size in retail firms in Nairobi County in Kenya. Design/methodology/approach – Resource Dependency Theory was used to guide the study. The study adopted explanatory research design. Questionnaires were used to collect data from sample of 216 respondents through stratified and simple random sampling technique. The study used inferential statistics to test hypotheses. Findings – Study findings indicated that joint marketing alliances, procurement-supplier alliances, joint manufacturing alliances and technology development alliances have significant and positive effect on firm performance. Based on the findings, creating a joint marketing, procurement-supplier, joint manufacturing and technology development alliances mostly enhance firm performance. Research limitations/implications – The study considered only one county out of 47, although this county hosts the capital city, where most of the firms considered are located. It therefore is representative of all counties and firms considered in this study. It also considered top management staff and thus may have an effect since the lower cadre staff were not considered. However, most of the required information was expected from top management since these are the ones who make decisions, and hence most affected by strategic alliances. Practical implications – This study has practical implication on firm performance because it has established that strategic alliance improves on overall firm performance. This manifests itself in terms of improve productivity, production efficiency and profitability. It also helps in the availability of products to the end users. Social implications – Through improved productivity, efficiency and profitability, this translates to improved terms of payment of staff and hence improved quality of lives of their families and communities within which they live. It also enables the firms to participate more in corporate social responsibility projects which in turn improves the standard of living of the communities around them. Originality/value – The study has provided an empirical insight on the importance of strategic alliance on firm performance. This is the first study done in the Kenyan context concerning strategic alliances formed by firms to improve on their performance especially on retail firms.

Countermeasures Study on Enhancing Competitiveness of Budget Hotels in China

With the development of China’s economy, the number of foreign tourists and business visitors will increase significantly, which provides objective opportunities for developing economy hotels. In the background of the rapid development of budget hotels, we analyze the development of budget hotels from five aspects, i.e. existing competitors in the industry, potential or newcomer threat, threat from substitutes or services, buyer’s bargaining capability, supplier’s bargaining capability, and put forward strategies to promote competitiveness of budget hotels in China, that is, budget hotels should actively innovate, strengthen joint marketing with related industries, embrace consumer psychology of seeking the divergent and chasing the new, form their own unique brand characteristics and adjust the regional structure of hotels in order to master the right to choose suppliers, so as to enhance Chinese budget hotel competitiveness.

Joint Selling of Complementary Components Under Brand and Retail Competition

Suppliers of complementary goods often package their items together when selling to downstream retailers. One motivation behind this behavior is to reduce double marginalization through coordinated pricing so that system efficiency is improved and individual members can also benefit. The objective of this paper is to understand how competition in supply chains would impact such joint selling partnerships among complementary suppliers. We first model competition at the supply level, which is generated from the existence of multiple partially substitutable brands (or suppliers) for a particular component. We then extend the analysis to a model that also involves retail competition caused by decentralization among retailers who assemble suppliers' components into final products and sell to customers. The analysis of a model with two complementary components, one of which has multiple brands, indicates that the supply-level competition discourages joint selling of complementary goods. That is, when competing brands become more alike (or substitutable), complementary suppliers act more independently in pricing and selling their items. However, retail competition leads to an opposite effect: Competition among retailers would actually encourage complementary suppliers to package their goods together and act jointly.

The effect of strategic alliances on firm productivity in South Korea

Using a rich firm-level data set from South Korea, this article analyses the impact of strategic alliances on firm performance, focusing on how firm productivity is affected by alliance types such as joint venture, joint technical development, technical alliance, joint marketing and coproduction as well as alliance structures such as intra- and inter-industry alliances. Total factor productivity (TFP) is estimated through the semi-parametric method suggested by Levinsohn and Petrin (2003). In addition, a two-stage least-squares (2SLS) method is applied to reduce the potential endogenous problem between productivity and strategic alliance choices. The empirical results found in this article indicate that the engagement in joint ventures positively affects firm productivity and that the formation of international intra-industry alliances has a positive impact on firm productivity.

Camille Boillat and Raffaele Poli: Governance models across football associations and leagues (2014)

This book is derived from a research mandate carried out by the Centre International d’Etude du Sport (CIES) on behalf of FIFA. Camille Boillat is a scientific collaborator at the CIES, while Raffaele Poli is the head of the CIES Football Observatory. The book maps the various existing models of national football associations and leagues and attempts to study the relationship between the two. It is divided into the following four chapters: (1) structural models, legal forms and agreements between national association leagues; (2) the league in the national association structure; (3) division of labour between national associations and leagues and; (4) league internal governance. The authors studied 32 FIFA member associations from each football confederation representing various levels of football development. The methodology for the research consisted of collecting information from reports, official documents and online sources. In chapter 1, the authors make a distinction between the association model and the separate entity model. In the association model, leagues take the legal form of an association, similar to the national football association to which they belong. The separate entity model refers to leagues for which the legal form is that of a company with an independent ownership structure. The association model is further divided in countries where the leagues are managed by the national associations on the one hand, and countries where leagues enjoy a wide margin of autonomy, called ‘‘self-management’’ leagues, on the other. The consequent mapping of the different models using these two distinctions forms the basis for many of the conclusions drawn in the book. Leagues will usually have less voting power within their national association when they themselves enjoy a large amount of independence. Equally, in association model leagues with national association management the league president will be chosen by the national association. Leagues that are self-managed will have greater autonomy when devising its own executive committee. Other conclusions drawn in this book do not directly flow from the clear-cut distinction in models described in chapter 1. The English Premier league is a separate entity and therefore enjoys a large amount of independence. Nonetheless, it is the English FA that governs the disciplinary proceedings in English professional football. On the other hand, Cameroon’s top tier league follows the association model and is financially dependent of the national association. However, as regards the disciplinary proceedings, it is the league of Cameroon that is in charge. Being geographers by training, the authors do not provide a legal analysis of their findings. For example, the book does not touch on the question whether the selection of a certain model finds its origin in the national law of a certain country, nor whether the differences found in jurisdictions can be transposed to the differences in models. Although the authors do not state whether one model is better than another, the book is a useful tool to understand what it entails for countries to have a certain model and identify specific problems related to those models. For example, Spain is currently trying to reform its broadcasting rights distribution system from an individualised selling system to a joint selling system. However, the Spanish national association (RFEF), the Spanish league (LNFP) and the Sport Governmental Council for Sport & Oskar van Maren, Researcher International and European Sports Law O.van.Maren@asser.nl

Marketing Channel Connectivities within the Indonesian Manufacturing Sector

The connectivities between manufacturer and distributor across their joint marketing channels are investigated as a two-way modeling process. The likely channel connectivities may create uni-directional(s) and/or two-way directional(s) connectivities within the manufacturer and the distributor constructs. These connectivities can be treated as the focus target for both parties in improving their relationships that may lead to a better alignment to achieve the channel's goals.

The Research of Automotive Network Joint Marketing Strategies and Third-Party Platforms Management

From 2011, the growth rate of China's car market has begun to gradually slow down. The competition in the market has become increasingly competitive and the industry is not limited to the entity, the marketing battle has spread the Internet. A practical significance for competitive advantage was that reasonable car online marketing strategies. In this paper, we analysis the connotation of a joint marketing and production of automotive background, thus put forward specific recommendations for the automotive enterprise networks and joint marketing strategy and management of third-party platform.

To Discuss the Local Industrial and Creative Value for the Community Development in Taiwan

Considering local cultural industries, from the nature, content, behavior-oriented, and results-oriented, we must emphasize the value, the spiritual content of products, sharing, learning and experience, as well as its role in promoting the final result which must be achieved on the belonging feelings of localized residents. In fact, the development of local industries include the four values​​: (1) recognition of the value; (2) economic efficiency of localization; (3) aesthetic value; (4) the value of life. Cultural tourism is the cultural experience of the most important medium of knowledge, and cultural consumption also leads to economic benefits. Combined with cultural industries and cultural tourism, cultural tourism can really see the cultural industry to go with economic momentum. This study is according to the local community characteristics, and we carried out at the initiative of creating local cultural industries, through the division of labor and cooperation with local structural joint marketing, the possibility to create local value, which is the economic value of the development of local cultural industries.

Development of rural-tourism experiences through networking: An example from Gudbrandsdalen, Norway

Tourism has been cited as an economic alternative in rural areas where traditional primary occupations are in decline. The article examines how networking and collaboration between small rural-tourism firms may contribute to the development of rural-tourism experiences. Networking and collaboration may be a means of overcoming lack of resources faced by small firms when it comes to innovation. Interviews were undertaken with four members and the project manager of a network of rural-tourism firms located in Gudbrandsdalen, Norway. The analysis indicates that networking was beneficial for the firms, for several reasons. An economic benefit in the initial phase of the firms and of the network resulted from joint marketing. As the firms increased their market shares, the benefits of friendship and fellowship become more important than the economic benefits of the network.

Bundling and Joint Marketing by Rival Firms

We study joint marketing arrangements by competing firms who engage in price discrimination between consumers who patronize only one firm (single purchasing) and those who purchase from both competitors (bundle purchasers). Two types of joint marketing are considered. Firms either commit to a component-price that applies to bundle-purchasers and then firms set stand-alone prices for single purchasers; or firms commit to a rebate off their stand alone price that will be applied to bundle-purchasers, and then firms set their stand alone prices. Both methods allow firms to raise prices and earn higher profits. However, the effect of price discrimination on social welfare depends on how prices are chosen. The rebate joint marketing scheme increases joint purchasing, whereas bundle pricing diminishes bundle purchases. If the marginal social value of a bundle over a single purchase is large, the former increases total welfare. However, welfare can also increase with bundle pricing compared to non-discriminatory pricing.

Systemic Framework and Development Strategy of Tourism Industry Cluster in Liaoning Province

Tourism industry cluster can keep the coordination and integrity of the regional tourist development with the advantages of scale and competitive economy, as an important development path of the tourist industry in Liaoning. Although showing great vital force in the respect of propelling the regional economic development, there exists phenomena of collection but not group in Liaoning Province. In order to guide the tourism industry cluster of Liaoning Province to break away from this status, this paper puts forward systemic framework based on the analyzing of the feasibility and necessity. Secondly, it constructs a development strategy incentive system for tourism industry cluster of Liaoning Province. Lastly, it puts forward safeguard measures for the development of tourism industry cluster of Liaoning Province including perfect management system, achieve joint marketing, develop service system, achieve funds support, complete coordination mechanism, push demonstration project.

Leveraging the strengths of an academic health system to improve community cancer care.

218 Background: To improve community cancer care quality, UC Davis Health System formed the UC Davis Cancer Care Network (CCN) to partner with select cancer centers in California to offer leading-edge care close to home. Hospital-based community cancer centers become affiliates of the UC Davis CCN through an evaluation process led by UC Davis. By synergizing the strengths of an academic health system and community-based oncology care, the network formalizes the commitment to collaboration with community providers. Methods: This quality model relies on a central university-based team interacting with affiliate sites to support them in their local missions. Affiliates progress through three phases of development of their cancer program. Each phase adds layers of quality to the organization. CCN staff members coordinate the phases: 1) Review and Develop Operations—site specific structures needed to be a comprehensive community cancer center; 2) Make Connections—within the network and the local community; 3) Become Self-Directed—identifying own needs and direction. The partnership attributes include: joint marketing, system synergies, certification assistance, coordinated service line development, dedicated personnel resources, on-site educational opportunities, and quality oversight. Results: Performance measurement includes: local market share, ACOS accreditation, adherence to national quality and patient satisfaction standards, assessment of community health needs and benefits, and enhancement of local capabilities (inpatient oncology unit, radiation, pathology, radiology, and surgical oncology services). Conclusions: This model demonstrates the benefit of partnering the strengths of an academic health system and community cancer programs to provide quality care.

Food and tourism: an effective partnership? A UK-based review

This paper focuses on the role of food tourism in delivering sustainability agendas by examining how the agriculture and tourism sectors have struggled to realise measurable successes because of constraints, conflicting ambitions and low levels of social capital. It focuses on the United Kingdom, which has tasked regional development agencies to adopt food tourism as a means to grow local economies, create jobs and improve natural resources and diversify. In 2009/10, 16 interviews and six workshops were conducted with stakeholders to gauge industry challenges and needs in implementing food tourism. Based on qualitative findings, a model was developed which maps five emergent themes (knowledge exchange, the supply chain, fear of change, regionalisation and marketing) alongside five sustainability principles (strong and just society, good governance, sustainable economy, working within environmental limits and using sound science responsibly). The paper argues that if food tourism is to deliver its purported sustainable benefits, the policy environment must cultivate significant social capital through the cooperation of different industries with varying needs, motivations and challenges through joint marketing schemes, more localised distribution channels and enhanced policy engagement. Scotland and Wales are more successful than England, but overall food and tourism are not yet in effective partnership.

Joint Marketing as a Framework for Targeting Men Who Have Sex With Men in China: A Pilot Intervention Study

To apply the joint marketing principle as a new intervention approach for targeting men who have sex with men (MSM) who are often difficult to reach in societies with discrimination towards homosexuality and HIV/AIDS. A pilot intervention according to the principles of joint marketing was carried out by the CDC in Shenzhen, China, in MSM social venues. A self-designed questionnaire of HIV knowledge, condom use, and access to HIV-related services was used before and after the pilot intervention to evaluate its effectiveness. The CDC supported gatekeepers of MSM social venues in running their business and thereby increasing their respectability and income. In return, the gatekeepers cooperated with the CDC in reaching the MSM at the venues with health promotion messages and materials. Thus a win-win situation was created, bringing together two noncompetitive parties in reaching out to a shared customer, the MSM. The pilot intervention succeeded in demonstrating acceptability and feasibility of the joint marketing approach targeting MSM. HIV knowledge, the rate of condom use, and access to HIV-related services of participants in the pilot intervention increased significantly. The joint marketing intervention is an innovative way to create synergies between the gatekeepers of MSM social venues and public health officials for reaching and potentially changing HIV high-risk behaviors among MSM.

Food tourism in protected areas – sustainability for producers, the environment and tourism?

This study investigates the feasibility of combining environmental protection and an agricultural revitalisation strategy which includes food tourism in two Danish national parks, Mols Bjerge and Skjern Aadal. Both the parks include significant agricultural holdings and, to a great extent, a “natural” landscape of farmed grassland and arable land. The international research literature documents that park administrations have tended to neglect the role of food and food-based experiences in parks, despite park visitors preferring more attractive eating facilities, purchasing opportunities and food-related interpretation. A survey of food producers and providers in Denmark revealed that traditional, productivity-oriented farmers tended to oppose the establishment of parks, holding the view that “sharing” the land with others diminished their competitiveness. While this view might hamper rapid progress in food tourism, the survey also discovered an emerging trend of small-scale food entrepreneurship, albeit on a fragmented and uncoordinated level. Tourism-oriented food entrepreneurs wanted to see joint marketing and labelling of food products along the lines of OECD's (Organisation for Economic Co-operation and Development) “new rural paradigm”. The study identified governance opportunities that could accommodate the wellbeing of both tourists and food producers, but which requires a proactive role from the national park authorities, especially in marketing and the development of events.