Abel P. Jeuland

Managing Channel Profits

Маркетинговый канал дистрибуции состоит из нескольких участников, каждый из которых имеет свои собственные критерии принятия решений. Однако решения каждого участника канала влияют на прибыли и, соответственно, на деятельность всех остальных участников маркетингового канала. Недостаток координации в деятельности участников канала ведет к нежелательным последствиям для всех.

Parsimonious Models of Diffusion of Innovation: Part A: Derivations and Comparisons

The pioneering application by Bass of an epidemiological model to the diffusion of a new consumer durable has stimulated considerable interest in the marketing profession. Many subsequent applications of the model have dealt with new product sales forecasting and optimal marketing mix strategies during introduction of a new product. This paper investigates in detail the structure of the model and how it has been used in practice. The concept of the nature of innovativeness is also brought to bear in this analysis. A new generalized model is derived that corrects for systematic biases that have been reported in the applications. The model is analyzed through simulations and is also used on real data.

Commentary---Managing Channel Profits

Channel coordination and, more generally, coordination of activities between interdependent economic agents is even more important today than when the paper was published more than 20 years ago. One reason is the trend toward globalization and outsourcing caused, in part, by the development of increasingly complex products and services that integrate many different competencies. Coordination today involves all the aspects of the marketing mix: product design coordination, price and service coordination (the focus of “Managing Channel Profits”), coordination of availability in highly hybrid distribution systems to better reach an increasingly complex and fragmented market, and coordination of communication with the target market. “Managing Channel Profits” argues a tendency toward a lack of coordination without explicit institutional arrangements and coordination mechanisms such as quantity discounts and contracts to solve the problem. The price and service coordination ideas of “Managing Channel Profits” have been successfully applied for 25 years of developments in marketing of revenue-and cost-sharing arrangements between increasingly interdependent market participants.