Chapter 13 - Understanding Media Markets in the Digital Age

Danaher, Brett; Dhanasobhon, Samita; Smith, Michael D.; Telang, Rahul

doi:10.7208/chicago/9780226206981.003.0013

Cited by 11 publications

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“…Thus, for each variable, the unit of analysis was the store-level (i) and 8 time-periods (t, one for each week) were possible (4 weeks for the pre-recall and 4 weeks for the post-recall). The DD equation is presented in (1), where the first three variables preceded by a β coefficient are the common variables used for a DD model similarly to Danaher et al (2010Danaher et al ( , 2013 while the variables preceded by a γ coefficient are control variables: Table 1 presents a description of all of the model variables, and additional specifications related to each variable are described below:…”

Section: The Difference-in-differences Approachmentioning

confidence: 99%

“…Davis (2005) adopted DD for his analysis of how housing prices were affected by the detection of cancer clusters. In marketing, the DD has been employed by Danaher et al (2010Danaher et al ( , 2013 who gauged the impact of NBC's decision to remove its content from iTunes using a DD model. Danaher et al (2013) advocated for the DD model using the following explanation:…”

Section: The Difference-in-differences Approachmentioning

confidence: 99%

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Measuring the short-term spillover impact of a product recall on a brand ecosystem

Mackalski

Belisle²

2015

J Brand Manag

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Robert Mackalskiis a branding specialist. He lectures at McGill University, in Montreal, Canada, and focuses much of his professional time working with high-growth companies on their marketing and branding strategies. Following his MBA, he cofounded the e-commerce company, Peachtree Network, and led the company's efforts in sales and marketing. After the company became public, he completed his doctorate on branding and now splits his time among teaching, academic research at McGill, and support of entrepreneurial companies through advisory and consulting work. Jean-Francois Belislespecializes in data-driven decision-making applied to digital marketing, retailing and risk management. Prior to his current role, he worked as a consultant in strategy and analytics for large companies (P&G, Bell, Development Bank of Canada and Jean Coutu) and supported entrepreneurial companies through advisory and consulting work. He currently lectures at the MBAlevel at Université Laval. He pursued PhD studies in Computational Statistics and Marketing at McGill University, holds a Master degree in Marketing from HEC Montréal, and has a Bachelor in Economics from the Université de Montréal.ABSTRACT This research examines the short-term impact of a product recall on a brand ecosystem by investigating the following questions: How do product recall spillover effects spread to (i) the recalled brand's related product categories, (ii) competing brands, and (iii) private label brands? Studying the 2003 Land O'Lakes butter recall case using a difference-in-differences model, our research shows that negative spillovers occur within the same brand family, carry over to private label brands and then quickly dissipate, but do not carry over to competitor brands. Managerial implications and directions for future research are provided.

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Section: The Difference-in-differences Approachmentioning

confidence: 99%

Section: The Difference-in-differences Approachmentioning

confidence: 99%

Measuring the short-term spillover impact of a product recall on a brand ecosystem

Mackalski

Belisle²

2015

J Brand Manag

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Pirate and chill: The effect of netflix on illegal streaming

Frick

Fletcher

Smith

2023

Journal of Economic Behavior & Organization

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Copyright enforcement in the digital age

2017

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b See https://www.youtube.com/watch? v=D0gwM2WRjGE#t=9m20s. See also Robert Hammond's observation in his 2014 peer-reviewed paper in the Southern Economic Journal that it is a "well-documented fact that file sharing is harmful to the music industry," Literature reviews by Danaher et al., 7 Liebowitz, 16 and Oberholzer-Gee and Strumpf 17 all draw similar conclusions. c There is also a small but inconclusive literature on whether and how revenue lost due to piracy affect the supply of creative works, as in Telang and Waldfogel 23 and Waldfogel.

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Chapter 13 - Understanding Media Markets in the Digital Age

Cited by 11 publications

References 0 publications

Measuring the short-term spillover impact of a product recall on a brand ecosystem

Measuring the short-term spillover impact of a product recall on a brand ecosystem

Pirate and chill: The effect of netflix on illegal streaming

Copyright enforcement in the digital age

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