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Of all publications in the section: 52
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Working paper
Evgeny A. Antipov. Management. MAN. Высшая школа экономики, 2014. No. 19.
Some Internet stores manage to charge prices that are significantly higher than market averages, therefore, obtaining some sort of price premium. This paper is dedicated to building a model that can be used to explain and predict a typical price premium that an Internet store charges for a specific product based on the information about the characteristics of the store and the features of the market for this product. Such models can provide support for pricing and assortment decisions: in particular, they allow detecting products that a store is likely to sell with the highest or the lowest markup based on price premia that are charged by stores with similar characteristics on similar markets.
Added: May 14, 2014
Working paper
Okuneva M., Potapov D. Management. MAN. Высшая школа экономики, 2015. No. WP BRP 47/MAN/2015 .
Smartphone applications are becoming an important marketing channel that allows to build long-term relationship with customers. The main advantage of advertising through this kind of media is an opportunity to individually target users with different offers, taking into consideration their characteristics and purchase history. However, little is known about the effectiveness of such practice. We use a purely randomized natural field experiment with 11338 customers of large Russian retail chain to understand factors that influence the effectiveness of advertising through smartphone application. We find that the impact of conducted advertising campaign either on number of purchases or purchase amount is slightly negative on average. While most previous studies report positive effect of advertising through mobile devices, we can explain the average negative effect by influence of small discount (less than 20%) offers on consumers’ behavior. Holiday text of the message makes this effect even stronger. Consistent with the literature, the average effect of advertising depends on RFM characteristics of customers. However, the loyalty of consumers or different texts of an advertising message do not affect the effectiveness of advertising via mobile application. These results can help a retail chain to elaborate rules for individual targeting that assure more profits
Added: Feb 19, 2016
Working paper
Molodchik M., Fernandez-Jardon Fernandez C. M., Barajas A. Management. MAN. Высшая школа экономики, 2015. No. WP BRP 35/MAN/2015.
The paper explores the effect of firm size on the relation between intangible resources and companies’ performance (ROA). The authors identify six types of intangibles: human resources and management capabilities, innovation and internal process capabilities and customer loyalty and networking capabilities. The study provides econometric justification using a database of more than 1400 European public companies. The time period for the investigated data covers ten years from 2004 to 2013. A dummy regression analysis was applied for empirical testing. The findings revealed that the size of a company matters with regard to the employment of intangible resources and for a performance based on intangibles
Added: Feb 16, 2015
Working paper
Vera A. Rebiazina, Olga A. Tretyak. Management. MAN. Высшая школа экономики, 2014. No. WP BRP 21/MAN/2014.
Previous research has shown that emerging markets represent a significant part of the world economy and are expanding their share. However, they are still not well examined in the marketing field. Russia is especially neglected in the academic discussion of overall marketing strategy. Previous research indicates that the model of “Contemporary marketing practices” (CMP) is commonly used as a classification scheme of marketing practices both in developed and developing markets. This article examines how “Contemporary marketing practices” (CMP) works in Russia and tests the CMP model in the Russian market to reveal what types of marketing practices (transactional marketing, database marketing, interactive marketing, network marketing and relationship marketing) are most often used by Russian companies. The article is based on a quantitative study of 329 Russian companies and includes a cluster analysis that shows that types of marketing practices are common for the Russian market. Empirical results of cluster analysis shows that basic marketing practices are widely found in emerging Russian market though their characteristics differ dramatically from those on developed markets.
Added: Oct 6, 2014
Working paper
Tatiana Dolgopyatova, Libman A., Yakovlev A. Management. MAN. Высшая школа экономики, 2016. No. 49.
This paper investigates the role of boards of directors of conglomerate subsidiaries in emerging markets. The paper based on a case study of AFK Sistema—a large diversified Russian business group including subsidiaries in 15 sectors. We show that creating corporate governance institutions at the subsidiary level can have unexpected advantages for the group as a whole and can be used to improve the quality of decision-making in the group. Sistema implemented corporate governance at this level to attract capital and to satisfy the demands of the minority shareholders, but over time started to use the already established institutions of the corporate governance as a tool of corporate management.
Added: Jan 25, 2016
Working paper
Kuskova V., Podsakoff N., Podsakoff P. Management. MAN. Высшая школа экономики, 2013. No. 09.
Polynomial variable transformations have become increasingly popular in organizational studies to help deal with a variety of statistical issues. Indeed, a review of over 4,000 articles published in management journals indicates that almost 10% of these articles used at least some form of power transformation in the analysis. Specifically, over 14% of the articles published in Strategic Management Journal during the 2000s reported a transformation of at least one variable. Unfortunately, the first-order variable and its higher-order polynomials are usually highly correlated, resulting in a wide range of multicollinearity problems. However, the majority of the studies analyzed articles fell short of ideal in addressing this issue. A review of the top journals publishing organizational research indicates that several critical issues were ignored during the implementation of these transformations. Specifically, researchers did not typically: (1) provide an explanation for their decision to use a specific transformation (e.g., z-score, Legendre, polynomial); (2) did not test the effects of their transformation procedures on the focal variable, and (3) report the results of their analyses both before and after the transformation to assess the effects of their correction procedure. Therefore, the purpose of this manuscript is threefold. First, we provide a review of 324 articles published in the organizational sciences that describe current practices in research using variable transformations. Second, we conduct several Monte Carlo simulations examining the effects of the four types of transformations that were most commonly reported in the literature. Finally, the results of these simulations are used to help develop a set of recommended best practices for researchers. We conclude with a discussion of implications for editors, reviewers, and researchers in the organizational studies field.
Added: May 13, 2013
Working paper
Kabalina V., Reshetnikova K., Predvoditeleva M. Management. MAN. Высшая школа экономики, 2014. No. 27.
This paper presents the results of research into the values and norms which are adhered to a Russian tour operator, the employees’ personal business values, and the level of their adherence to company regulations. The empirical data of this research includes the company’s internal documents, four in-depth interviews with senior management employees, and a survey of 98 employees. The value and norm profiles of the organization and its employees were identified, as well as the areas in which they converged and diverged. This research shed some light on those values and norms which are characteristic of a tourism organization, and attempted to fill the gap in the extant knowledge on this topic in the academic literature.
Added: Feb 10, 2015
Working paper
Kirill Rozhkov. Management. MAN. Высшая школа экономики, 2013. No. 15.
This paper demonstrates opportunities for the development of the place marketing theory given by pure model of local expenditures (Tiebout 1956) and concepts of the creative class (Florida 2004) and creative city (Bianchini and Landry 1995). Rethinking them in marketing terms, we then analyze their limitations and show why their re-examining can support competition analysis, targeting, and marketing policy of places. In the discussion section, main directions of theoretical research in place marketing are highlighted.
Added: Mar 17, 2014
Working paper
Panteleeva E., Oyner O. K. Management. MAN. Высшая школа экономики, 2012. No. 04/MAN/2012.
The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by developing a framework that enables managers to maintain customer relationships proactively through different elements of marketing mix, in order to maximize CLV. The analysis is based on data from a hardware components PC B2B company and suggests that there is a potential for increased sales and CLVs when managers design resource allocation rules that maximize CLV. Managers can use the authors’ framework to distribute marketing resources efficiently across customers and when choosing between different promotional activities.
Added: Mar 4, 2013
Working paper
Kochkina N., Novikova O. V., Potapov D. Management. MAN. Высшая школа экономики, 2014. No. 26.
Added: Sep 29, 2014