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| Heiman, Amir; Ofir, Chezy. |
| This paper analyzes the effect of competition on product demonstration decisions. Pre-purchase product demonstration enables marketers to differentiate products that are ex-post differentiated but are judged according to perceived fit, rather than actual fit, due to pre-purchase consumer uncertainty. Imbalanced competition accompanied by fit uncertainty motivates the follower to offer demonstrations to avoid a price war. This paper explores the conditions that lead the leader to retaliate. In addition to effects on quantity, competition may increase the quality of demonstrations offered by the leader. We analyze a business case, showing that competition may increase the demonstration intensity and that the leading manufacturer’s response to changes in... |
| Tipo: Working or Discussion Paper |
Palavras-chave: Imbalanced competition; Product demonstration; Differentiation; Test-drive; Price war; Political Economy; Production Economics. |
| Ano: 2010 |
URL: http://purl.umn.edu/93131 |
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| Heiman, Amir; Ofir, Chezy; Grossman, David. |
| Reviews of : Wansink, B. Marketing Nutrition: Soy, Functional foods, Biotechnology and Obesity Urbana and Chicago: University of Illinois Press, 2005; Motzafi-Haller, P. (ed.) Women in Agriculture in the Middle East Aldershot, England: Ashgate Publishing, 2005 |
| Tipo: Journal Article |
Palavras-chave: Teaching/Communication/Extension/Profession. |
| Ano: 2007 |
URL: http://purl.umn.edu/59061 |
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