The new challenges that the 21st century brings to the field of marketing competition inspired the International Journal of Research in Marketing (IJRM) to sponsor a special section on the topic. This special section was preceded by a conference at the University of Mainz, co-sponsored by IJRM, MSI, SMU (Singapore) and the University of Mainz.
Five marked evolutions around the turn of the century present new challenges in marketing competition, which may lead to particularly fruitful streams of research.
Revenue Management with Strategic Customers: Last-Minute Selling and Opaque Selling
Authors
Kinshuk Jerath, Serguei Netessine, and Senthil Veeraraghavan
Date
January 1, 2010
Format
Journal Article
Journal
Management Science
Companies in a variety of industries (e.g., airlines, hotels, theaters) often use last-minute sales to dispose of unsold capacity. Although this may generate incremental revenues in the short term, the long-term consequences of such a strategy are not immediately obvious: More discounted last-minute tickets may lead to more consumers anticipating the discount and delaying the purchase rather than buying at the regular (higher) prices, hence potentially reducing revenues for the company.
Assessing financial product solutions to America's retirement income planning: A closer look at annuity lifetime withdrawal guarantees and target date mutual funds
