New and Enduring Empirical Generalizations on Advertising Elasticity: A Meta-Analysis of 872 Estimates

2009 ◽  
Author(s):  
Raj Sethuraman ◽  
Gerard J. Tellis ◽  
Richard Briesch
Keyword(s):  
Meta Analysis ◽  
Empirical Generalizations

When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance Relationship

2018 ◽  
Vol 82 (3) ◽  
pp. 1-24 ◽  
Author(s):  
Alexander Edeling ◽  
Alexander Himme
Keyword(s):  
Market Share ◽  
Meta Analysis ◽  
The United States ◽  
Service Firms ◽  
Marketing Metrics ◽  
Business To Consumer ◽  
Western European ◽  
Empirical Generalizations ◽  
The Impact ◽  
European Markets

The impact of market share on financial firm performance is one of the most widely studied relationships in marketing strategy research. However, since the meta-analysis by Szymanski, Bharadwaj, and Varadarajan (1993) , substantial environmental (e.g., digitization) and methodological (e.g., accounting for endogeneity) developments have occurred. The current work presents an updated and extended meta-analysis based on all available 863 elasticities drawn from 89 studies and provides the following new empirical generalizations: (1) The average raw market share–financial performance elasticity is .132, which is substantially lower than the effectiveness of other intermediate marketing metrics. This result challenges a widely used strategy that solely focuses on increasing market share. (2) Elasticities differ significantly between contextual settings. For example, they are lower for business-to-business firms than for business-to-consumer firms, for service firms than for manufacturing firms, and for U.S. markets than for emerging and Western European markets. The authors also observe differences between countries with respect to a general time trend (e.g., lower elasticities in recent times for Western European markets) and recessionary periods (e.g., lower elasticities in the United States, higher elasticities in non-Western economies).

A Meta-Analysis of Marketing Communication Carryover Effects

2017 ◽  
Vol 54 (6) ◽  
pp. 990-1008 ◽  
Author(s):  
Christine Köhler ◽  
Murali K. Mantrala ◽  
Sönke Albers ◽  
Vamsi K. Kanuri
Keyword(s):  
Mass Media ◽  
Meta Analysis ◽  
Personal Selling ◽  
Total Effect ◽  
Marketing Communication ◽  
Carryover Effects ◽  
Targeted Advertising ◽  
Meta Analyses ◽  
Empirical Generalizations

To optimally set marketing communication (“marcom”) budgets, reliable estimates of short-term elasticities and carryover effects are required. Empirical generalizations from meta-analyses of prior field studies can help guide these decisions. However, the last such meta-analysis of marcom carryover effects was performed on Koyck model–based estimates collected before 1984 and was confined to mass media advertising. The authors update and extend extant empirical generalizations via two meta-analyses of carryover estimates compiled from studies encompassing personal selling, targeted advertising, and mass media advertising, using diverse model forms, until 2015. The first is focused on and utilizes 918 estimates of the carryover proportion of the total effect, termed long-term share of the total effect, and the second focuses on 863 derivable estimates of 90% implied duration intervals. The authors find the mean long-term shares of the total effect for personal selling (.687) and targeted advertising (.650) are distinctly larger than that for mass media advertising (.523) and the corresponding median 90% implied duration intervals are 12.6, 2, and 3.4 months, respectively. The authors conclude by discussing differences by model type and the implications for marcom budget-setting and analyses.

New Empirical Generalizations on the Determinants of Price Elasticity

2005 ◽  
Vol 42 (2) ◽  
pp. 141-156 ◽  
Author(s):  
Tammo H.A. Bijmolt ◽  
Harald J. Van Heerde ◽  
Rik G.M. Pieters
Keyword(s):  
Price Elasticity ◽  
Analytical Study ◽  
Meta Analysis ◽  
Price Elasticities ◽  
Product Categories ◽  
Pricing Decisions ◽  
Null Result ◽  
Research Findings ◽  
The Difference ◽  
Empirical Generalizations

The importance of pricing decisions for firms has fueled an extensive stream of research on price elasticities. In an influential meta-analytical study, Tellis (1988) summarized price elasticity research findings until 1986. However, empirical generalizations on price elasticity require modifications because of (1) changes in market characteristics (i.e., characteristics of brands, product categories, and economic conditions) and (2) changes in the research methodology used to assess price elasticities. Therefore, the authors present a meta-analysis of price elasticity with new empirical generalizations on its determinants. Across a set of 1851 price elasticities based on 81 studies, the average price elasticity is −2.62. A salient finding is that over the past four decades, sales elasticities have significantly increased in magnitude, whereas share and choice elasticities have remained fairly constant. The authors find that accommodating price endogeneity has a strong (magnitude-increasing) impact on price elasticities. A striking null result is that accounting for heterogeneity does not affect elasticities significantly. The authors also present an analysis that explains the difference between their findings and Tellis's findings, and they indicate which new price elasticity studies are most desirable.

What brings contracting back in-house? A synthesis of international evidence

2021 ◽  
pp. 002085232110463
Author(s):  
Jiahuan Lu ◽  
Wan-Ju Hung
Keyword(s):  
Political Ideology ◽  
Meta Analysis ◽  
Market Competition ◽  
Cost Savings ◽  
Left Wing ◽  
Political Factors ◽  
For Profit ◽  
Market Management ◽  
Low Levels ◽  
Empirical Generalizations

Contracting back-in has received growing scholarly attention, but there is little empirical consensus in the literature as to what drives governments to bring previously contracted work back in-house and to what extent. This study performs a meta-analysis to synthesize 332 effect sizes from 16 existing studies concerning the antecedents of contracting back-in across different countries. The analysis indicates that contracting back-in is a market management strategy driven by low levels of market competition, high proportions of for-profit contractors, insufficient cost savings, and inadequate contract management. Meanwhile, contracting back-in is a political move shaped by left-wing political ideology and employee opposition to outsourcing. Environmental factors including unemployment rate, population size, and population density also play a role. This study provides empirical generalizations of previous results and contributes a more coherent knowledge base for future studies. Points for practitioners Our analysis indicates that contracting back-in is driven by a mix of both pragmatic and political factors, but pragmatic factors related to contracting management complexity shape contracting back-in in a more forceful way. Our findings also suggest that factors pushing governments to contract out do not necessarily have an impact on contracting back-in. Government decisions to contract out and contract back-in may be based on different considerations.

The effects of low-ratio n-6/n-3 PUFA on biomarkers of inflammation: a systematic review and meta-analysis

2021 ◽  
Author(s):  
Yali Wei ◽  
Yan Meng ◽  
Na Li ◽  
Qian Wang ◽  
Liyong Chen
Keyword(s):  
Systematic Review ◽  
Fatty Acid ◽  
Polyunsaturated Fatty Acid ◽  
Meta Analysis ◽  
Chain Polyunsaturated Fatty Acid ◽  
Inflammation Markers ◽  
Pufa Supplementation ◽  
Long Chain

The purpose of the systematic review and meta-analysis was to determine if low-ratio n-6/n-3 long-chain polyunsaturated fatty acid (PUFA) supplementation affects serum inflammation markers based on current studies.

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