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A significant portion of academic research on marketing strategy focuses on how national brands of repeat-purchase goods are managed or should be managed. Surprisingly little consideration is given in this tradition to the extended role of geography, i.e. distance and space. For instance, manufacturers of brands in non-durable product categories are well aware of the fact that their national brands perform very different across domestic U.S. markets. This holds even for product categories with limited product differentiation. In this chapter, we outline various processes through which the influence of geography on performance of national brands materializes. We discuss a number of alternative explanations for the emergence and sustenance of spatial concentration of market shares. Several of these explanations are modeled empirically using data from the United States packaged goods industry. This chapter closes with avenues for further academic research on spatial aspects of the growth of new products.

This chapter examines the trends and issues in the purchase behaviour of African buyers as a contribution to the literature on consumer behaviour and management from an African perspective. The objectives of the chapter include investigating the nature of African buyers’ purchase patterns; examining the cultural influences on African buyers’ purchase behaviour; documenting African buyers’ path to purchase; and comparing African and non-African buyers’ purchase behaviours. The data used in the chapter were gathered from Nigeria, Kenya and South Africa through surveys, a focus group discussion and a key informant interview in order to generate findings that represent various regions of Africa. Findings reveal that African buyers purchase mostly consumables for household consumption. Price bargaining is also a common feature among African buyers. Findings further indicate that nature of households, local culture and the use of technology are some of the factors that influence African buyers’ purchase behaviour. The data also showed that information gathering and involvement of others are essential in the purchase path of African buyers. The chapter created a model to depict these various issues and made recommendations for managers, educators and policymakers in Africa on the subject matter.

Purpose: This study explores the growing significance of environmentalism and sustainability in the contemporary business landscape. Focussing on aligning industries with evolving consumer expectations, the research seeks to understand the awareness surrounding environmental conservation, sustainable development, and the adoption of an environmentally conscious lifestyle.

Need for the study: With environmental consciousness on the rise, understanding the initiatives taken by organisations and the utilisation of digital platforms for environmental advocacy becomes crucial. The study addresses the need to unwind the cultural shift towards sustainability and assess the effectiveness of green marketing practices in the digital age.

Methodology: A triangulation approach is employed, integrating secondary data from literature research with information from company reports and databases. The literature survey provides extensive insights into green marketing practices, forming the basis for an in-depth analysis. The comparative analysis and integration of findings from both sources aim to draw a comprehensive picture, identifying areas of agreement and disagreement.

Findings: The study provides robust evidence supporting the effectiveness of green marketing practices in the digital age. Convergence between academic literature and real-world corporate practices underscores the consistency in approaches adopted by companies in leveraging digital technology to advance environmental sustainability.

Practical implications: The findings suggest that theory and practice converge on various aspects of green marketing, indicating its profound impact on culture, behaviours, and strategies. This research informs businesses and policymakers about the tangible benefits and shared responsibility of incorporating green practices in corporate strategies, fostering a sustainable future.

Forecasting sales for an innovation before the product's introduction is a necessary but difficult task. Forecasting is a crucial analytic tool when assessing the business case for internal or external investments in new technologies. For early stage investments or internal business cases for new products, it is essential to have some understanding of the likely diffusion of the technology. Diffusion of innovation models are important tools for effectively assessing the merits of investing in technologies that are new or novel and do not have prima facie, predictable patterns of user uptake. Most new product forecasting models require the estimation of parameters for use in the models. In this chapter, we evaluate three techniques to determine the parameters of the Bass diffusion model by using an example of a new movie.

In the previous chapter, from the research conducted, it has been determined that a set of 11 entrepreneurial competencies are the most relevant in relation to Sierra Leone. In line with the results of this research, this chapter aims to explain the content/structure, the purpose, and the fit of the context in each competence. The specific competencies include spotting opportunities, creativity, setting a clear vision, self-awareness, and self-efficacy, motivation, and perseverance, mobilisation of resources, financial and economic literacy, management, risk-taking, teamwork, and learning through experience.

This paper presents evidence to suggest that despite obstacles that made predatory pricing essentially impossible, the National Cash Register Co. (N.C.R.) managed successfully to deploy an arsenal of non-price predatory strategies that permitted it to consolidate and maintain a nearly complete monopoly of the cash-register trade. N.C.R. took actions to raise the costs and reduce the revenues of its rivals, actions that made sense only to the extent that N.C.R. could recoup their costs through the maintenance of monopoly rents. Our analysis suggests that antitrust prosecution was a significant threat to N.C.R., and ultimately forced the company to agree to abandon its most objectionable practices.

Throughout the 1990s, the supply of new condominiums in Tokyo significantly increased while prices persistently fell. This article investigates whether the market power of condominium developers is a factor in explaining the outcome in this market and whether there is a relationship between production cost trend and the degree of market power that the developers were able to exercise. In order to respond to these questions, we construct and structurally estimate a dynamic durable goods oligopoly model of the condominium market – one incorporating time-variant costs and a secondary market – using a nested GMM procedure. We find that the data provide no evidence that firms in the primary market have substantial market power in this industry. Moreover, the counterfactual experiment provides evidence that inflationary and deflationary expectations on production cost trends have asymmetric effects to the market power of condominium producers. The increase in their markup when cost inflation is anticipated is significantly higher than the decrease in the markup when the same magnitude of cost deflation is anticipated.