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Article

Ricardo Sellers-Rubio

The purpose of this paper is to estimate advertising efficiency in the Spanish beer industry and to analyse the effects of several environmental variables and brand…

Abstract

Purpose

The purpose of this paper is to estimate advertising efficiency in the Spanish beer industry and to analyse the effects of several environmental variables and brand portfolio scope on advertising efficiency scores.

Design/methodology/approach

A two-stage double bootstrap procedure is used. In the first stage, advertising efficiency is estimated using a bootstrapped data envelopment analysis on a multiple input-output model of advertising. In the second stage, a bootstrapped truncated regression model is estimated to identify the determinants of advertising efficiency. Both stages are estimated simultaneously. The empirical application is carried out on a sample of Spanish brewers between 2007 and 2014.

Findings

Results show low advertising efficiency scores and highlight the effects that environment and brand portfolio scope have on these estimates.

Originality/values

For the first time, this paper analyses the effect of environmental variables and the brand portfolio scope on advertising efficiency in the beer industry.

Details

International Journal of Wine Business Research, vol. 30 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

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Article

Francisco M. Mas-Ruiz, Franco Sancho-Esper and Ricardo Sellers-Rubio

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…

Abstract

Purpose

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.

Design/methodology/approach

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).

Findings

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.

Originality/value

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.

Details

British Food Journal, vol. 118 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

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Article

Ignacio Cruz Roche, Jaime Romero and Ricardo Sellers-Rubio

Efficiency in retailing companies is mandatory for survival. Literature acknowledges external factors impact on efficiency. However, this impact remains understudied, as…

Abstract

Purpose

Efficiency in retailing companies is mandatory for survival. Literature acknowledges external factors impact on efficiency. However, this impact remains understudied, as previous research typically focuses on managerial decisions. The purpose of this paper is to partially fill this gap by exploring the influence of external factors on retailers’ efficiency.

Design/methodology/approach

This research simultaneously measures retail efficiency and evaluates the impact of six potential drivers by applying bootstrap techniques in a sample of 25 European Union countries during the period 2006–2015.

Findings

The efficiency of the retail system in the countries under analysis evolves at different paces during the observation period. This evolution can be explained by country population density, average store size within countries, foreign trade ratio, concentration, economic freedom and percentage of urban population.

Research limitations/implications

This research does not account for supply and demand restrictions that might affect retailers’ efficiency, as well as other variables that influence their production process.

Practical implications

This paper might help retail managers to comprehend and manage their companies’ efficiency. Furthermore, it provides clues to evaluate market attractiveness in retailers’ international expansion strategies.

Social implications

Policy makers can facilitate retailers’ efficiency through regulations on external variables that influence retailers’ performance, namely economic freedom and foreign trade ratio.

Originality/value

For the first time, this study analyses the impact of external factors on retail services efficiency across countries.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Carlos Pestana Barros and Ricardo Sellers‐Rubio

The aim of the paper is to estimate the cost efficiency of supermarket chains in the Spanish retailing industry.

Abstract

Purpose

The aim of the paper is to estimate the cost efficiency of supermarket chains in the Spanish retailing industry.

Design/methodology/approach

The methodology applied is based on a random stochastic frontier model that enables separation of the covariates in the cost function into homogeneous and heterogeneous variables. The methodology is applied to panel data on a sample of 78 supermarket chains between 2001 and 2004.

Findings

The results reveal high levels of cost inefficiency in the Spanish retail sector. The results also reveal that the random frontier models better describe Spanish retailers than homogeneous frontier models.

Research limitations/implications

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 distribution channel has been analysed.

Practical implications

Managers should be aware of the importance that cost efficiency has for their own firms. Further, a common government retailing policy will be unable to reach all retailing companies, since heterogeneity exists.

Originality/value

For the first time, the cost efficiency of the intermediaries in the Spanish retailing sector is studied.

Details

International Journal of Retail & Distribution Management, vol. 36 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Ricardo Sellers-Rubio, Veronica Alampi Sottini and Silvio Menghini

– The purpose of this paper is to estimate total productivity change in the winery sector, decomposing it into efficiency change and technical change.

Abstract

Purpose

The purpose of this paper is to estimate total productivity change in the winery sector, decomposing it into efficiency change and technical change.

Design/methodology/approach

The methodology is based on the estimation of the Malmquist productivity index for a sample of Spanish and Italian wineries between 2005 and 2013.

Findings

The results show very low efficiency levels for the wineries under study. Further, Spanish and Italian wineries show a decrease in their average annual productivity for the period of time analysed.

Practical implications

The analysis of the efficiency and the productivity of the wineries is crucial to improve their competitiveness and guarantee their survival.

Originality/value

For the first time, a comparative analysis is carried out with data from two major wine-producing countries.

Details

International Journal of Wine Business Research, vol. 28 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

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Article

Ana B. Casado-Díaz, Juan L. Nicolau-Gonzálbez, Felipe Ruiz-Moreno and Ricardo Sellers-Rubio

The purpose of this study is to attempt to explain why the impact of Corporate Social Responsibility (CSR) initiatives may be different and/or more important in service…

Abstract

Purpose

The purpose of this study is to attempt to explain why the impact of Corporate Social Responsibility (CSR) initiatives may be different and/or more important in service firms compared to manufacturing firms. CSR is becoming a common strategy, hence its extensive research. Central to it is the analysis of the effect of CSR on a firm’s performance, whose outcome depends on firm-specific and industry-related factors.

Design/methodology/approach

The event study methodology is applied to all the 248 companies that have ever traded on the Spanish Stock Market between 1990 and 2007. A regression analysis examines potential different effects of CSR on service and goods firms.

Findings

The results show that CSR activities have a positive impact on firm performance that is higher for service firms than for manufacturing firms. Actions related to the environment, responsible labor relationships and good corporate governance are especially important in the service context.

Research limitations/implications

This research is focused on shareholders’ performance, but it does not consider other stakeholders, such as real consumer behavior or employees’ commitment and productivity.

Practical implications

Service firms are likely to gain from focusing on some CSR activities (environment, employees and good corporate governance) and should use their responsible behavior as a valuable tool for public relations and differentiation in the market.

Originality/value

This article is the first attempt to empirically test and explain why the relationship between CSR and firm performance may be different (more positive) for service vs manufacturing firms.

Details

Journal of Services Marketing, vol. 28 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

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Article

Ricardo Sellers‐Rubio and Francisco Mas‐Ruiz

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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

Research limitations/implications

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.

Practical implications

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.

Originality/value

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

Details

International Journal of Retail & Distribution Management, vol. 34 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Ricardo Sellers‐Rubio

The purpose of this paper is to compare different approaches to the evaluation of the economic performance of wineries.

Abstract

Purpose

The purpose of this paper is to compare different approaches to the evaluation of the economic performance of wineries.

Design/methodology/approach

This paper simultaneously applies traditional profitability and productivity measures and a non‐parametric technique to estimate efficiency, and compares the results obtained. A cluster analysis has been applied to identify different groups of firms. The empirical application is carried out on a sample of 1,222 Spanish wineries in 2007.

Findings

The results reveal important differences depending on the methodology employed. Overall, none of the methodologies can be said to be better than the rest.

Research limitations/implications

This paper has only considered the economic performance of wineries and its findings are not substitutes for other subjective measures directed at the assessment of aspects such as the quality of the wines produced.

Practical implications

Managers should be aware of their own performance in order to guarantee the competitiveness and future investments of their wineries.

Originality/value

For the first time, this paper analyses the economic performance of Spanish wineries, simultaneously using different approaches widely employed in the management literature.

Details

International Journal of Wine Business Research, vol. 22 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

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Article

Ricardo Sellers-Rubio and Juan-Luis Nicolau-Gonzalbez

The purpose of this paper is to test decoy effect in the framework of sales promotion, by conducting several experiments to figure out how this decoy effect is influenced…

Abstract

Purpose

The purpose of this paper is to test decoy effect in the framework of sales promotion, by conducting several experiments to figure out how this decoy effect is influenced by the presence or absence of a store brand.

Design/methodology/approach

Several experiments have been conducted to test the validity of the decoy effect and rule out some explanations for the changes in demand that take place. The experiments consider three brands (two national brands and one store brand). All the brand names and prices employed in the experiment are real.

Findings

The results indicate that, as expected, the inclusion of a decoy in the choice set significantly increases the consumer’s relative preference for the promoted product; however, more importantly, the results also show that store brand consumers are more influenced by a decoy than national brand consumers.

Originality/value

This paper presents the first evidence of the decoy effect in the presence of store brands.

Details

International Journal of Retail & Distribution Management, vol. 43 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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Article

Ricardo Sellers‐Rubio, Juan L. Nicolau‐Gonzálbez and Francisco Mas‐Ruiz

The purpose of this paper is to estimate the economic value of patent protection and the resulting rivalry.

Abstract

Purpose

The purpose of this paper is to estimate the economic value of patent protection and the resulting rivalry.

Design/methodology/approach

An event‐study is applied which uses the daily returns of shares on the stock market as an output; and a model is estimated which bases its output on Tobin's q with annual observations.

Findings

The results are determined by the methodology used and the measurement of the output dimensions of company performance. Both methodologies conclude that the patent application date is the determiner of the value of an innovation. The event study methodology reflects the positive value of patent protection.

Research limitations/implications

The generalisation of the conclusions of the study to other economic sectors should be made with caution, given the fact that only the electrical sector was analysed.

Originality/value

The literature available on this subject suggests that empirical evidence can be affected by operational problems related to the measurement of inventive input and output. As a new contribution to the field, the paper discovers the date of input (application or grant of the patent or both) on which the company manifests innovation.

Details

European Journal of Innovation Management, vol. 10 no. 4
Type: Research Article
ISSN: 1460-1060

Keywords

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