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The purpose of this paper is to analyse the role of switching costs (SwCs) on established firm cost behaviour towards a competitive entry in the Spanish domestic airline market, taking into account the entrant profile and airport capacity restrictions.

The dynamic model is based on information of 193 Spanish domestic routes in which incumbents react to entrants (quarterly data during 10 years, 620 reactions are analysed). The balanced panel used is constructed by setting up a multiple-source database based on accounting and industrial engineering procedures.

Results show that both entrant profile and regulatory constraints conditions incumbent cost reaction (CR) to entry at the route-level. Regression models show that the relationship between SwCs and incumbent reaction is moderated by the entrant profile and the regulatory conditions of the market.

This study reveals the importance of policy measures aimed at reducing firm market power and increasing consumer protection in the airline industry, in which SwCs are artificially created at the company’s discretion and where operating costs at the route-level need to be evaluated together with the various service elements.

This study complements current literature related to incumbent CR to entry in the airline industry since it analyses the specific reaction performed by a carrier at the route-level. Moreover, it analyses the whole set of routes in the Spanish domestic market rather than a selection of it. It also explicitly includes three alternative measures of SwCs that can influence such incumbent reaction.

Esta investigación analiza el papel de los costes de cambio en el comportamiento en costes de las empresas establecidas ante las entradas competitivas en el mercado aéreo nacional español, teniendo en cuenta el perfil de los entrantes y las restricciones de capacidad de los aeropuertos.

El modelo dinámico propuesto se basa en la información de 193 rutas nacionales españolas en las que los implicados reaccionan ante los nuevos entrantes (datos trimestrales durante 10 años, se analizan 620 reacciones). El panel equilibrado utilizado se construye configurando una base de datos de múltiples fuentes basada en procedimientos de contabilidad de costes e ingeniería industrial.

Los resultados muestran que tanto el perfil del entrante como las restricciones a la entrada condicionan la reacción en costes del implicado ante la entrada a nivel de ruta. Los resultados de las regresiones muestran que la relación entre los costes de cambio y la reacción del implicado está moderada tanto por el perfil del entrante como por las condiciones regulatorias del mercado.

Este estudio revela la importancia de las medidas de política destinadas a reducir el poder de mercado de las empresa y a aumentar la protección del consumidor en el sector de las aerolíneas, en las que los costes de cambio se crean artificialmente a discreción de la compañía y donde los costes operativos a nivel de ruta deben evaluarse juntos con diversos elementos de servicio.

Este estudio complementa la literatura actual relacionada con la reacción del implicado ante la entrada en el sector de las aerolíneas, ya que analiza la reacción específica realizada por las compañías a nivel de ruta. Además, analiza de forma exhaustiva el conjunto de rutas en el mercado nacional español en lugar de una muestra de ellas. También, incluye explícitamente tres medidas alternativas de costes de cambio que pueden influir en dicha reacción predominante.

This study examines the relationships between the foreign entry mode (FEM) used by a company, its global corporate social responsibility (CSR) and the host country's local CSR environment in Spanish quoted firms. Additionally, it seeks to explore the moderating role of the host country's CSR in the relationship between firm's global CSR and FEM.

To test the proposed hypotheses, binary logistic regression is used with a sample of 418 foreign direct investment (FDI) operations between 2002 and 2008. This period is chosen with the aim of knowing what happened after the boom in Spanish investments abroad in the 1990s and the uncertainty of the early 2000s.

The results reveal firm patterns of behaviour regarding the FEM of companies and the two types of CSR according to the proposed hypotheses. Furthermore, it is found that the host country's local CSR may not only have a direct influence on the FEM decision but may also moderate the relationship between the firm's global CSR and firm's entry mode in a host country.

This is one of the first studies to propose as explanatory variables of FEM two types of CSR (firm's global CSR and host country's local CSR). This has been possible by the creation of an ad-hoc database with data from different information sources of FDI (Instituto Español de Comercio Exterior) and CSR [Eikon™ and AccountAbility National Corporate Responsibility Index (NCRI)].

Se examina las relaciones entre el modo de entrada en el exterior (MEE) de una empresa, su responsabilidad social corporativa (RSC) global y el entorno de RSC local del país de destino en empresas cotizadas en España. Además, analiza el papel moderador de la RSC del país de destino en la relación entre la RSC global de la empresa y el MEE.

Se utiliza la regresión logística binaria con una muestra de 418 operaciones de inversión directa exterior (IED) entre 2002–2008. Este período se elige para conocer qué sucedió durante el auge de las inversiones españolas en el exterior a principios de 2000.

Los resultados revelan patrones de comportamiento en relación al MEE de las empresas y los dos tipos de RSC según las hipótesis propuestas. Además, se encuentra que la RSC local del país de destino puede también moderar la relación entre la RSC global de la empresa y el MEE.

Este es uno de los primeros estudios en proponer como variables explicativas del MEE, dos tipos de RSC (RSC global de la empresa y RSC local del país de destino), gracias a la creación de una base de datos ad-hoc con datos de diferentes fuentes de información de IED (ICEX) y RSC (Eikon ™ y AccountAbility NCRI).

Aims to extend the individual analysis of one supply sector to that of another, thereby permitting a more detailed examination, not only of the bilateral relationships that exist between the supply and the retail sectors, but also of the influence that such relationships have on the client‐retailers’ loyalties to, or mobility among, their different supply firms. Employs a cognitive approach based on the study of strategic groups. This should afford us a better understanding of the links that exist between the supply and the retail sectors, as well as the retail companies’“fickleness”, or mobility among their suppliers. The methodology employs cluster analysis to define groups, and logit models to explain the client‐companies’ mobility. The results imply that the quality, the design and the price of a supplier’s product have proven to be good indicators of its client group’s migration trends over a given period of time.

The analysis of strategic groups has important implications in marketing in the identification of a firm’s competitive position. The aim of this study is to demonstrate that differences in the performance between the strategic groups within an industry exist. The initial hypothesis is that mobility barriers between the groups mean that their members have a relative advantage over other participants in the sector as far as expenses regarding imitation are concerned. Therefore, differences in profits tend to be maintained on a medium‐ and long‐term basis. However, the majority of empirical studies do not show the differences in the perfomance in a clear way. The methodology used consists of different multivariant statistical techniques. On their application to the Spanish savings banks, a limited support for this relation is obtained for some variables.

The objective of this study was two fold: first, we wanted to test the goodness of fit of different diffusion models that include the variable “distribution”, and then analyze the existence of the effects of “country” and “time” in the parameters of diffusion currently employed in different European countries. The literature on the matter suggests, on the one hand, that the diffusion models applied so far that employ multi‐equation systems are not obviously better than other single‐equation models that ignore marketing variables; and, on the other hand, that the socio‐economic environment and the time‐lag are both factors of the differences that the diffusion process offers among different geographical areas. As a novelty, our methodology proposes single‐equation models that include the distribution, to which several indicators of the goodness of fit are applied, along with statistical tests on the differences in parameters among countries. The empirical application carried out in Spain, France and Italy demonstrates the superiority of the model proposed here, based on the Generalized Bass model. It also indicates a “country” effect, between Spain and France as well as between Italy and France

The aim of this study is to examine the determining factors of a firm’s performance, as a direct consequence of its diversification strategy in its expansion into foreign markets, considering certain factors like the market, the product and the company itself. As a novelty, the methodology employed uses the event‐study to estimate the excess of returns generated by its shares on the Stock Market, based on a sample of 35 expansion announcements into external markets corresponding to 11 diversifying companies. A regression analysis is also carried out to examine the impact of these factors, market, product and company, on the excesses in returns observed. The empirical application, carried‐out in Spain, has allowed us to detect that, on average, the impact of the news about a company’s expansion on the returns on its shares is positive; its determining factors being the speciality of the product offered and the level of development in the target country.

This paper aims to propose models that capture the own effect of price promotions of virtue and vice products on sales and cross effects within the subcategory, between subcategories and between periods. The hypotheses assume that, due to reverse consumption self-control, the demand for vice products is more price-sensitive than demand for virtue products, but the demand for vice products is less price-sensitive between periods than demand for virtue products; furthermore, due to the degree of impulse-buying and to licensing, the demand sensitivity of the products of a subcategory and of those of other subcategories varies according to the type of promoted product (vice or virtue).

The methodology is based on different econometrical models that estimate the total net effect of price promotions of virtue and vice products on sales.

The results show a greater own effect for price promotions of vice products than for virtue products. However, the complementary sales effect between subcategories for virtue products facilitates greater expansion of the subcategory in virtue products than in vice products.

Although price promotions of virtue products (light) and vice products (regular) have proliferated in recent years, researchers have only estimated their own sales effect. Alternatively, the paper contributes by considering own and cross effects.

The analysis of strategic groups has important implications for marketing in order to identify a firm’s competitive position. Aims to analyse the development of the competence in an industry. Hypothesizes that the analysis of strategic groups is only meaningful when it is determined that the groupings obtained are not random events within a particular industry. Uses multivariate statistical tests to determine the stable sub‐periods, the strategic groups, and their dynamic characteristics over the years. Applies this technique to the Spanish banking sector and detects a relative intra‐industrial instability, and a significant change in the number and strategy of the identified groups with the passing of time.

The analysis of strategic groups has important implications for marketing in order to identify a firm’s competitive position. Aims to analyse the development of the competence in an industry. Hypothesizes that the analysis of strategic groups is only meaningful when it is determined that the groupings obtained are not random events within a particular industry. Uses multivariate statistical tests to determine the stable sub‐periods, the strategic groups, and their dynamic characteristics over the years. Applies this technique to the Spanish banking sector and detects a relative intra‐industrial instability, and a significant change in the number and strategy of the identified groups with the passing of time.

The main objective of this research is to examine the nature of the image of shopping malls and to contrast the reliability of two models that analyse the attraction of retail trade; in the first model, image, distance and preference are considered; whereas in the second, preference is omitted. The initial hypothesis is that the apparently lower power of attraction of the image, compared to that of the distance, may be justified, in some way, by the modelling of a relationship that omits preference. The methodology applied uses a variety of multidimensional techniques to identify image dimensions, together with two focuses, the two‐stage versus the uni‐equational, to define retail trade attraction. As a result of the application in the suburban commercial setting of Alicante, three image dimensions are detected in the malls, as well as the superiority of the uni‐stage modelling in which the influence of preference on retail attraction is omitted.