کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1019203 | 940404 | 2006 | 8 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Why firms do co-promotions in mature markets?
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
چکیده انگلیسی
When their products or services reached the mature stage of life cycle, many telecommunications firms started to form alliance partnering with companies in other industries such as movie theaters and fast food restaurants. They offer discounts to their consumers when they buy products or services from their partnering companies. We show that, even in markets where the total demand does not grow, such co-promotion partnering with companies in different industries can benefit allied firms as well as target consumers who buy products or services from the allied firms. The benefits come from discriminating prices between consumers in price-sensitive segments and price-insensitive segments.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 59, Issue 9, September 2006, Pages 1035-1042
Journal: Journal of Business Research - Volume 59, Issue 9, September 2006, Pages 1035-1042
نویسندگان
Minhee Son, Minhi Hahn, Hyunmo Kang,