Business Commons^™

Exploring And Explaining Consumer Competition: A Mixed-Methods Approach To Understanding The Phenomenon, Bridget M Satinover Nichols

Doctoral Dissertations

The purpose of this dissertation is to examine the phenomenon of “consumer competition.” The overarching objective is to help researchers and marketing practitioners understand how the phenomenon is created, how consumers experience competition, and to begin to inspect its effects. Consumer competition is defined as the active processes of striving against others for the acquisition of a consumption object. To date, this phenomenon has been under-researched, despite its prevalence in many marketing and consumer-related domains.

An extensive literature synthesis provides the foundation for understanding competition and competitiveness in general from a multi-disciplinary perspective. Based on the synthesis of literature and …

An Examination Of The Interfaces Between Operations And Advertising Strategies, Abdullahel Bari

Doctoral Dissertations

This dissertation is composed of three journals examining the interfaces between the marketing variable of advertising and various aspects of the operations function of the enterprise, namely, (1) production cost [Chapter 2], (2) inventory control [Chapter 3], and (3) service cost learning [Chapter 4]. The first journal identified the optimum advertising allocation policy over time in the presence of a quadratic convex/concave production cost function when the advertising response function is concave using a modified Vidale-Wolfe model. Through analytical proofs and numerical simulations, the results indicated the potential superiority of a pulsation policy in the presence of concavity in the …

Optimum Advertising Pulsation Strategies: A Dynamic Programming Approach, Hongkai Zhang

Doctoral Dissertations

This study, using the dynamic programming approach, has addressed the problem of optimally allocating a fixed advertising budget of a monopolistic firm over a planning horizon comprised of n equal periods to maximize two popular measures of advertising performance: (1) profits related to the advertising effort (discount factor r = 0), and (2) present value of profits related to the advertising effort (discount factor r > 0).

Two dynamic programming models that use the modified Vidale-Wolfe model to represent sales response to advertising are formulated with respect to whether the time value of money is considered. For a planning horizon comprised …