Three essays on pricing and location decisions in retail
Başlık çevirisi mevcut değil.
- Tez No: 780786
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Doktora
- Konular: Ekonomi, İşletme, Economics, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2014
- Dil: İngilizce
- Üniversite: London Business School England
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 101
Özet
The first essay develops and empirically tests a consumer heterogeneity based explanation for the phenomenon of countercyclical pricing, i.e., the fall in the retail prices of seasonal products during their peak demand periods. Exploiting the heterogeneous seasonal shits in willingness-to-pay, the firm price discriminates so that only the higher valuation consumers are served during the off-season. We provide empirical support for our explanation based on two product categories (canned soup and tuna) studied in the literature. The second essay develops an empirical framework that makes use of firm's mass store elimination choices to deal with the challenges to modelling network entry. The method obtains each store's contribution to the chain-level profits via one-store perturbations on the set of remaining stores. Based on this method, I estimate a structural model that measures the network effects linking the location choices across individual outlets. Results quantify how demand responds to firm's store additions, and the extent of cannibalization and density economies within the chain. I apply the model to measure these effects for the US Starbucks network. The third essay analyses the expansion of two rival sandwich chains (Pret a Manger and Eat) within central London to identify the strategic interactions that could play a role in the rise of chain store proliferation in large urban centers. Results show that the number of rival outlets in the market has a net positive impact on either firm's entry probability. I identify a positive spillover due to learning from Pret's past entry choices in Eat's expansion pattern. In Pret's store entry decisions, the positive sign of the strategic effect appears to derive from a market deterrence strategy.
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