Cross-selling in the US home video industry

Autor:	Luis M. B. Cabral, Gabriel Natividad
Rok vydání:	2016
Předmět:	Economics and Econometrics Star (game theory) 05 social sciences Advertising Causality (physics) Power (social and political) Cross-selling 0502 economics and business Business 050207 economics Marketing ComputingMilieux_MISCELLANEOUS Studio 050205 econometrics
Zdroj:	The RAND Journal of Economics. 47:29-47
ISSN:	0741-6261
DOI:	10.1111/1756-2171.12117
Popis:	We identify significant cross-selling effects in the home video industry: a 10% increase in the demand for a studio's old titles leads to a 4.7% increase in new title sales. We argue this is due to supply-side effects: studios with strong titles are better able to “push” other titles through retailers; and the latter “push” these additional supplies to consumers by means of lower prices and/or heavier advertising. Our strategy for identifying causality is based on “star power” effects: increases in old movie demand caused by recent success of movies with a similar cast and/or director.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::788898d7bef9687846f5291f2ee884fc https://doi.org/10.1111/1756-2171.12117 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
Nepřihlášeným uživatelům se plný text nezobrazuje	K zobrazení výsledku je třeba se přihlásit.