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Gewinnoptimale Preisbestimmung in werbefinanzierten Mrkten

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834984081
Condition
New
Product Description

In zweiseitigen Mrkten ermglichen Produkt-Plattformen die Interaktion mehrerer Nutzergruppen. Zeitungen und Zeitschriften sind wichtige Vertreter solcher zweiseitiger Mrkte, in denen das Printprodukt die Plattform darstellt, die Gruppen von Inserenten und Rezipienten zusammenbringt. Eine zentrale Herausforderung in zweiseitigen Mrkten besteht darin, Preishhe und Preisstruktur unter Bercksichtigung von Nachfrageabhngigkeiten simultan festzusetzen. Thomas Gieseking entwickelt eine neuartige Vorgehensweise zur Bestimmung gewinnoptimaler Preise in werbefinanzierten Mrkten, die er exemplarisch am Fall einer Finanzzeitschrift anwendet. Er ermittelt segmentspezifische Preiselastizitten und Netzwerkeffekte und zeigt die Bedeutung einzelner Produktattribute bei der Auswahlentscheidung von Rezipienten und Inserenten auf.

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