Modeling Competitive Reaction Effects Peter S. H. Leeflang
In this study I critically review models that specify competitive reaction effects. I discuss different model structures and summarize my findings on competitive reaction effects and factors that explain competitive reactions. I discuss the many models of competitive market response that have been developed and classify them into twelve sets of models that are related to each other in a logical manner through the evolutionary model-building concept. pp. 322 - 358
Co-branding: The State of the Art Bernd Helmig / Jan-Alexander Huber / Peter S. H. Leeflang
The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with other branding strategies, nor is there a structured overview of the main findings of co-branding studies. We classify different branding strategies, discuss branding literature, and develop a theoretical model for co-branding based on research findings. In addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding. pp. 359 - 377
A Corporate Governance Reform as a Natural Experiment for Incentive Contracts Christian Bayer / Carsten Burhop
We use a major shift in the legal and institutional environment to identify contractual incentives from the correlation of executive pay and performance. We take the reform of the German stock companies act in 1884 as such a major shift, and estimate the sensitivity of pay to performance between 1870 and 1910 for executives of nine large banks. The reform substantially enhanced corporate control and strengthened monitoring incentives. Accordingly, we find the pay-performance sensitivity decreases significantly after the reform. Executives received a bonus of M29 per M1,000, increasing profits before 1884, but after the reform the sensitivity decreased by two-thirds. pp. 378 - 399
Modeling Joint Purchases with a Multivariate MNL Approach Yasemin Boztug / Lutz Hildebrandt
Our research examines the hypothesis that products chosen on a shopping trip to a supermarket indicate the preference interdependencies of consumers between different products or brands. The bundle chosen on the trip can be regarded as an indicator of a global utility function. This function implies a cross-category dependence of brand choice behavior. We hypothesize that the global utility function related to a product bundle is the result of the marketing-mix of the underlying brands. The structure of the chosen products allows us to uncover the impact of certain marketing-mix variables and product bundle buying behavior. pp. 400 - 422
