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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 aims to examine the similarity of opinions regarding the stakeholder’s perception about the importance of the different aspects considered when measuring the sustainability of a tourism destination (through the assignment of weights to a previously established system of indicators). Besides, the use of stakeholder analysis networks is validated as a means to understand the different perceptions.

A combination of techniques is used. The stakeholders have been identified using a snowball sample. The network analysis examines the relationships. A power measure based on resource dependency theories is proposed. Possible tensions, as results of different perceptions among individual stakeholders in the context of the measurement of sustainability, are examined using a degree of similarity of opinions based on the Euclidean distance.

Although a large number of stakeholders communicate quite frequently to carry out their activities and believe that they greatly share viewpoints regarding sustainability, the social network analysis reveals that there are significant diversities of opinion. The power indicator and the degree of similarity measure proposed are found to be useful tools for studying the similarities of opinions among the stakeholders.

This approach is applied to sustainability governance conditions. Democratic processes are enhanced to measure sustainability. Directions to improve the sustainability of a tourist destination can be provided by achieving a consensus about sustainability policies. The conclusions about the similarities and differences among the perceptions of different stakeholders can be considered in decision-making processes about sustainability.

No previous studies have identified and analyzed the stakeholder network from the perspectives of measurement of sustainability of a tourism destination and the degree of similarity of their opinions.

本研究旨在考察利益相关者对衡量旅游目的地可持续性时考虑的不同方面的重要性的看法的相似性（通过对先前建立的指标体系分配权重）。此外，我们验证了分析利益相关者使用的社交网络情况是了解不同看法的一种手段。

利用对社交网络的分析，本研究发现，虽然大量的利益相关者为了开展他们的活动而进行频繁的交流，并且分享了大量对可持续发展的看法，但仍然还是存在明显的意见分歧。此外，我们发现所提出的权力指标和相似度测量是研究利益相关者之间意见相似性的有用工具。

本文采用了多种技术的结合。通过雪球抽样的方式来确定利益相关者，并利用对社交网络的分析来研究他们之间的关系。我们提出了基于资源依赖理论的权力衡量方法。我们利用基于欧几里得距离的意见相似度，考察在衡量可持续性的过程中，各个利益相关者之间的不同看法是否会造成紧张

种应用于可持续发展治理条件下的方法，通过加强民主进程来衡量可持续发展，并通过对可持续发展政策达成共识，为改善旅游目的地的可持续发展提供方向。我们分析不同利益相关者的看法的异同，之后可以在关于可持续性的决策过程中加以考虑。

目前还没有从衡量旅游目的地的可持续性角度和分析有关利益相关者以及他们意见相似程度的有关研究。

Este estudio tiene como objetivo examinar la similitud de opiniones en relación a la percepción de los grupos de interés acerca de la importancia de los diferentes aspectos considerados a la hora de medir la sostenibilidad de un destino turístico (mediante la asignación de ponderaciones a un sistema de indicadores previamente establecido). Además, se valida el uso del análisis de redes sociales de los actores como herramienta para comprender las diferentes percepciones.

Utilizando el análisis de redes sociales, el estudio concluye que, aunque un gran número de grupos de interés se comunican con bastante frecuencia para llevar a cabo sus actividades y creen que comparten en gran medida sus puntos de vista sobre la sostenibilidad, existen importantes diversidades de opinión. Además, se constata que el indicador de poder y la medida de grado de similitud propuestos son herramientas útiles para estudiar las similitudes de opiniones entre los actores.

En este artículo se utiliza una combinación de técnicas. Los actores se han identificado mediante la técnica de bola de nieve. Un análisis de redes sociales examina las relaciones. Se propone una medida de poder basada en teorías de dependencia de recursos. Se analiza si puede haber diferencias como resultado de las diferentes percepciones entre los grupos de interés individuales en el contexto de la medición de la sostenibilidad, utilizando un grado de similitud de opiniones basado en la distancia euclidiana.

Éste es un enfoque aplicado a las condiciones de gobernanza de la sostenibilidad de un destino turístico, al potenciar los procesos democráticos para medirla y al brindar orientaciones para mejorarla, logrando un consenso sobre sus políticas. Se analiza las similitudes y diferencias entre las percepciones de diferentes grupos de interés, que podrían ser consideradas en los procesos de toma de decisiones sobre la sostenibilidad.

Ningún estudio previo ha identificado y analizado la red de grupos de interés desde las perspectivas de medición de la sostenibilidad de un destino turístico, y el grado de similitud de sus opiniones.

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).

Involvement has been one of the most studied variables in the field of marketing due to its determinant role in consumer behaviour, but always as a contextual or mediating variable. Taking its relationship with knowledge as the starting point, in this work, the purpose of this paper is to examine how to use the choice of information content in communication campaigns to drive up the level of involvement. A new method based on Qualitative Comparative Analysis (QCA) models is applied to the case of olive oil.

Quantitative research has been used for the proposed objectives of this work. Specifically, a computer-assisted telephone interviewing (CATI) has been conducted in several Spanish provinces using a structured questionnaire. Data obtained from 829 consumers are used.

The results support that consumer involvement with the product is related to objective knowledge about the product and its demand. Moreover, involvement can be modified through objective knowledge or information. Specifically, consumer involvement can be increased by the choice and communication of an optimal combination of five specific pieces of information (SPIs)

In this paper, involvement is considered as a result variable, i.e. a variable that can be modified or increased. This greater involvement can be achieved by improving the level of objective knowledge about a product. In addition, a new model is used and its viability is demonstrated and its ease of application to agri-food context.

The purpose of this paper is to analyse the advertising productivity of a collective brand strategy vs a non-collective brand strategy, as well as the moderating role of company characteristics (age of the company, individual brand reputation and degree of competition that the company faces). The main hypothesis is that a collective brand has a positive influence on the advertising productivity of its member companies, as it is a collective reputation indicator in experience goods.

The methodology is based on the application of regression models with panel data of companies in a Spanish experience goods industry between 2004 and 2012. The empirical analysis is made in the Spanish winery sector, given the proliferation in the wine market of public collective brands (i.e. protected designation of origin labels).

The results show that a company associated with a collective brand has greater advertising productivity than a non-associated company. Advertising productivity is also higher for brands with better individual reputations associated with a collective brand. Moreover, the relative effect of a collective brand on advertising productivity is higher when the company competes in a market with a higher level of competition.

The literature has paid little attention to the relationship between collective brand strategy and the advertising productivity of member companies. This study considers that the advertising productivity of companies in collective brands could be explained by the effects derived from the collective brand reputation.

Consumer knowledge has been one of the most studied variables in marketing due to its strong influence on consumer behaviour. Knowledge level has traditionally been measured through objective knowledge and the number of correct answers in a battery of items about product characteristics. The authors argue that this analysis could be complemented with other information, that is, the structure of non-knowledge. The main objective of this work is to explore the nature and explanatory potential of this new dimension on consumer behaviour in the agrifood context. The principal hypothesis is that, while they may have similar levels of objective knowledge, there are significant differences between the behaviour of consumers who have a predominant pattern of ignorance (tendency to answer “I don't know”) and those who are in error (tendency to give wrong answers).

The present study draws on data derived from five case studies examining consumer knowledge about agrifood products (olive oils, Iberian ham and orange juice) and certain aspects of consumer behaviour. A sample of 4,112 participants was classified into two non-knowledge profiles: wrong, if most items answered incorrectly in a questionnaire were wrong; or ignorant, if most items answered incorrectly were “don't know”.

The results obtained supported the argument that complementing the study of consumer knowledge with an analysis of the structure of non-knowledge is worthwhile, as differences within the structure are associated with different patterns of consumer behaviour.

In the present study, it is proposed that the measurement of knowledge be complemented with an analysis of the consumer's non-knowledge structure (items not answered correctly), given its effects on behaviour, an aspect hitherto unconsidered in the literature. To do so, a new index is proposed.

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 main objective of this paper is to propose a model that allows the detection of the competitive pattern of the Spanish loans market between 1992 and 1996.

In order to achieve this objective, the paper estimates, following the New Empirical Industrial Organization paradigm, a conjectural variation model for the strategic marketing dimension of price. The model proposed allows the measurement of strategic group‐level rivalry while simultaneously considering demand, costs, and profit specifications for each bank.

The findings evidence a high degree of competition between the firms within the same strategic group. Further, the demand for loans of a firm has a positive (negative) relationship with the rivals' price (own price), with the own branch network (rivals' branch network), and with the economic activity in the regions where firm operates.

The major limitation of this research could become from the necessity to operate with detailed information that the authors try to overcome using proxies of several non‐available variables.

The model proposed herein represents a contribution to previous works and also provides more information about banking competition in the sense that it estimates price competition between firms within three strategic groups.

To estimate the economic efficiency of supermarket chains in the Spanish retailing industry.

The methodology applied is based on the non‐parametric technique of data envelopment analysis. The empirical application is carried out on a sample of 100 supermarket chains between 1995 and 2001.

The results reveal high levels of economic inefficiency in the Spanish retailing sector.

The generalisation of the conclusions of the study to the whole sector should be made with caution, given the fact that only one of the players in the channel of distribution has been analysed.

Efficiency analysis facilitates the management of the intermediaries themselves at a horizontal level, allowing the realisation of “benchmarking” analysis. Producers can also identify the efficient retailers, what could be useful for vertical relationships in the channel.

For the first time, this study analyses the economic efficiency of the intermediaries in the Spanish retailing sector.

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