Keio University · 경영학
Nobuo Matsubayashi 교수의 연구실은 소비자 행동과 시장 구조의 상호작용을 중심으로 한 산업조직 및 전략적 경영 문제를 다룹니다. 특히 수직적 차별화, 브랜드 스플리버워 효과, 네트워크 외부성, 온라인·오프라인 유통 채널 간의 전략적 상호작용, 그리고 브랜드 전략과 생산 외주화의 게임 이론적 분석을 주요 연구 주제로 다룹니다. 기업의 품질 결정, 시장 진입 전략, 소비자 인식의 영향 등 실질적인 비즈니스 의사결정에 기여할 수 있는 이론적·모형 기반 연구를 지속적으로 수행하고 있습니다.
표시된 성과는 수집된 데이터 기준으로 산출되며, 일부 차이가 있을 수 있습니다.
Abstract In this study, we investigate price and quality decisions in a duopoly in the presence of firms’ quality positions , which are determined by the quality levels of their existing core products. Into a standard model of vertical differentiation, we incorporate a “repositioning cost” that is proportional to the quality differences between firms’ current and new products. By varying the levels of quality positions, we analyze the impact of this cost on the equilibrium outcomes. Our results
When a branded firm offers a new product at a quality level different from that of its existing product(s), some bias is often present as consumers are affected by the quality of the existing product(s) when evaluating the quality of the new one(s). Consequently, this product offering creates a forward spillover effect and, in turn, might even impact consumers’ utility from the existing product, referred to as the reciprocal spillover effect. Given the potential for such brand spillovers, how sh
This paper studies the competition between a single pure‐play e‐tailer and a bricks‐and‐mortar retailer, which are originally spatially differentiated. By utilizing information and communication technology, a pure‐play e‐tailer can strategically control consumers' disutility for online purchase. However, such an action may also raise consumers' motivation to visit the physical store, which causes free‐riding by the bricks‐and‐mortar retailer. We show that in the presence of a high free‐riding ef
