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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

multiple channel demand, market share, seasonality, entertainment industry

Pengarang

  1. Anirban mukherjee
  2. vrinda kadiyali

    Subject

    MARKETING

    [Abstrak]


     The
    U.S. montion picture industry has become increasingly relian on posttheatrical
    chennel profits. Two often-cited drives of these profits are cross- chennel
    substitution among posttheatrical chennels and seasonality in consumer
    preferences for any movie. The autjor use a differntiated products version of
    the multiplicative competitive interaction model to investigate these two phenomena.
    They estimate the model using data from 2000 and 2001 on two postthearical
    chennels in the U.S. market: purchase and rental home viewing channels.
    Contrary to expectations based on bussiness press comentary, after contolling
    for seasonality and movie attributes the authors find low cross-chennel price
    and availability elasticity for both chsnnels. To measure the extent of
    cross-channel cannibalization, they simulate a 28-day window of sequental
    release with either purchase or rental channel going first. They find that
    windowing reduces the sum of revenues across both channels, because more
    consumer choose to not purchase rent when faced with older movis in their
    fsvored channel rather than to switch to the alternative channel with newer
    movies


    Periode

    Vol 48, Nomor 06, Tahun 2011

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