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Re-intermediation and pricing strategies in tourism - niche strategies analysis - M. Ogonowska
 

Re-intermediation and pricing strategies in tourism - niche strategies analysis - M. Ogonowska

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Best PhD Proposal, ENTER 2012 PhD Workshop, Helsingborg, Sweden

Best PhD Proposal, ENTER 2012 PhD Workshop, Helsingborg, Sweden

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    Re-intermediation and pricing strategies in tourism - niche strategies analysis - M. Ogonowska Re-intermediation and pricing strategies in tourism - niche strategies analysis - M. Ogonowska Presentation Transcript

    • Re-intermediation and Pricing Strategies in Tourism: Niche Strategies Analysis Malgorzata Ogonowska GREDEG-CNRS,Université de Nice-Sophia Antipolis, France ENTER 2012 Research Track Slide Number 1
    • Reorganisation of industry‘s value chain• fdsf ENTER 2012 Research Track Slide Number 2
    • Market reorganisation• Consumer preferences have changed;• New strategic choices – necessary for market actors: – Traditional actors – distribution and pricing strategies’ modification to adapt to new segments of demand; – New actors – specialised in specific market segments; ⇒ niche players ⇒ Innovative pricing models: Opaque Selling Systems ENTER 2012 Research Track Slide Number 3
    • Related Literature• Price discrimination based on segmentation of demand: – natural: yield management (Gallego, van Ryzin [1994]; Talluri, van Ryzin [2000]) & dynamic pricing models (Burger, Fuchs [2005]; Elmaghraby, Keskinocak [2003]); – created by the intermediary (Clemons, Hann, Hitt [2002]; Becker [2009]; Brau [2008]; Fay [2008]; Grandos, Gupta, Kaufman [2008]; Fleischmann, Hall, Pyke [2004]);• Opaque selling strategies: – NYOP (Fay [2004]; Fay [2009]; Ogonowska, Torre [2010]; Shapiro, Zillante [2009]; Wang, Gal-Or, Chatterjee [2005]; Wilson, Zhang [2008]); – Posted prices (Fay [2008]; Fay, Xie [2008]; Jiang [2007]; Ogonowska, Torre [2010]; Shapiro, Shi [2008]). ENTER 2012 Research Track Slide Number 4
    • Objectives• Chapter 1: – identify & describe prevailing price discrimination practices – indentify necessary conditions to their application• Chapter 2: – analysis of niche strategy: opaque products’ distribution (services’ characteristics are concealed until the payment is completed) – description of existing opaque selling models – Is it profitable for an intermediary to jointly implement both of the opaque channels (Name-Your –Own-Price and posted price system)? (issue not considered by existing literature) ENTER 2012 Research Track Slide Number 5
    • Methodology• Survey• Analytical model: – heterogeneous demand (Hotelling distribution) – information asymmetry between the intermediary and the consumers – Stackelberg duopoly (intermediary – leader, consumers – followers): 1. benchmark case: imperfect, but complete travellers’ information on their relative propensity to pay 2. incomplete and imperfect consumers’ information ENTER 2012 Research Track Slide Number 6
    • Preliminary and Anticipated Results• An overview of dynamic pricing models – Conditions necessary to their implementation: heterogeneous & segmented demand; – Consequences on prices’ levels and on price dispersion;• Under incomplete and imperfect consumers’ information: – joint implementation of both of the opaque channels is the best solution for moderate uncertainty levels; ENTER 2012 Research Track Slide Number 7
    • Re-intermediation and Pricing Strategies in Tourism: Niche Strategies Analysis Malgorzata Ogonowska GREDEG-CNRS, Université de Nice-Sophia Antipolis, France Thank You!!! ENTER 2012 Research Track Slide Number 8