Selin Akca, Anita Rao, Value of Search Aggregators, In: SSRN, No. 3064861, 2019. (Working Paper)
Aggregators are facing increased scrutiny by regulatory authorities, suggesting these sites have considerable market power. On the other extreme, firms are bypassing aggregators, choosing instead to sell directly to consumers. This raises the question as to which party has more market power: the aggregator or the individual firm. Focusing on the airline industry, we investigate who benefits the most in the airline-aggregator relationship. Specifically, we ask what would happen to airline and aggregator site visits and purchases in the absence of a comprehensive aggregator. We first explore consumers’ search patterns on Southwest, an airline that has never been part of any aggregator. In a descriptive exercise, we find that consumers who book on Southwest are the least likely to visit aggregator sites. Second, we use the 2011 American dispute with Orbitz as an exogenous event, which led to American fares no longer being displayed on Orbitz for five months. We use this dispute to identify who was hurt the most – the aggregator or the airline - in the months following the dispute. Our findings indicate the aggregator loses the most when it is not comprehensive. |
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Simon von Rotz, Planung und Vertrieb eines Indie-Games, University of Zurich, Faculty of Business, Economics and Informatics, 2017. (Bachelor's Thesis)
To understand the drivers of choice of customers throughout their purchasing lifetime can be
vital for an organisation. Choice models calibrated on scanner panel data provide a good source
of information on consumers behaviour in the market. Based on a theoretical background on
variety seeking and risk aversion, Heilman et al. (2000) have highlighted the importance to account
for consumers experience in such models. This study results are replicated by applying
a multinomial logit-mixture model with dynamic parameters on panel data of diaper purchases.
The change in choice behaviour is then further analysed by applying the model on dierent
periods of the purchase history. Moreover, the capturing of experience is extended on the decision on when to buy and how much to buy by a nested logit and a poisson regression model,
respectively. The thesis shows the importance of including dynamic eects into choice models
and provides insights, which can help marketers to better understand their recently acquired
customers. |
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Sascha Odersky, The evolution of brand preferences and choice behaviors of consumers new to a market: replication and extension, University of Zurich, Faculty of Business, Economics and Informatics, 2017. (Master's Thesis)
Der Videospiel-Markt ist mit über 100 Milliarden Umsatz pro Jahr eine bedeutende Grösse in der Unterhaltungsbranche (McDonald, 2017). Diese Arbeit zeigt anhand eines «Indie-Games» praktisch auf, wie man die Planung und den Vertrieb eines solchen hand-haben kann. Insbesondere für Entwickler soll sie eine Art Referenz darstellen, an welcher man sich bei einem ähnlichen Projekt orientieren kann. Dazu wird mithilfe von Sekun-därdaten eine Marktanalyse durchgeführt, auf welcher die Spielidee aufbaut. Weiter wird eine Konkurrenzanalyse erstellt und eine Differenzierungsstrategie ausgearbeitet. Im Teil Vertrieb werden verschiedene Absatzwege und Geschäftsmodelle untersucht. Abschlies-send wird eine Übersicht über die verschiedenen Marketingmöglichkeiten geboten. |
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Selin Akca, Anita Rao, Value of Search Aggregators, In: 13th Marketing Dynamics Conference. 2016. (Conference Presentation)
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Pascal Spescha, Der Vergleich einer Freien-Fulggesellschaft mit einer Billigairline anhand einer Conjoint-Analyse, University of Zurich, Faculty of Business, Economics and Informatics, 2016. (Bachelor's Thesis)
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Carlo Bottega, Influence of Promotions on Consumer Purchase Behavior, University of Zurich, Faculty of Economics, Business Administration and Information Technology, 2016. (Bachelor's Thesis)
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Oliver Bissig, Möglichkeiten von Pay-What-You-Want beim Verkauf von Musik, University of Zurich, Faculty of Economics, Business Administration and Information Technology, 2015. (Bachelor's Thesis)
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Alexander Ristic, Segmentiertes Bundling am Beispiel der Altersgruppe 50+, University of Zurich, Faculty of Economics, Business Administration and Information Technology, 2015. (Bachelor's Thesis)
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Anita Rao, Selin Akca, Value of Search Aggregators, In: 37th ISMS Marketing Science Conference (2015). 2015. (Conference Presentation)
Search aggregators like Kayak, Orbitz and Expedia add value to consumers by providing a comprehensive list of available options (e.g. all airline routes that serve a given origin-destination pair along with their schedules and price). Consumers often use aggregator websites to find their best match but then book directly on the individual website, for which the aggregator receives no payment. In the absence of an aggregator, a consumer would have to search multiple airline websites and a firm might not get as many transactions. We aim to quantify the value that search aggregators give consumers and individual websites by utilizing a unique feature of the airline industry – Southwest airlines is not part of any aggregator. Consumers with Southwest in their consideration set have to make an extra search to get a comprehensive list: this feature enables us to quantify the value-add that aggregators give consumers as well as individual airline companies. |
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Selin Akca, Thomas Otter, Estimating the discount factor based on consumption from inventory – an empirical illustration based on a conjoint experiment, In: 11th Marketing Dynamics Conference. 2014. (Conference Presentation)
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Selin Akca, Thomas Otter, Identifying the discount factor of forward looking consumers based on consumption from inventory, In: SSRN, No. 2440681, 2014. (Working Paper)
In this paper we study the identification of discrete choice models of dynamically optimizing consumers. We first provide additional formal results for existing identification solutions. We then investigate the ‘last in, last out’ (LILO) constraint on consuming from the inventory as a means to identifying the discount factor in these models. We find that the LILO constraint (over-)identifies the discount parameter in the absence of assumptions about consumers’ expectations and show how LILO results in efficient estimates in a parametric, maximum likelihood framework using simulated data. Finally, we report survey based empirical evidence for the relevance of LILO strategies in four different categories. |
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