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Asymmetrisch überlegene Stockouts als Phantomprodukte

Author

Listed:
  • Heribert Gierl

    (Universität Augsburg)

  • Christina Eleftheriadou

    (Universität Augsburg)

Abstract

Summary In this article we describe possibilities to benefit from stockouts. We define positions of stockouts which can be regarded as phantom alternatives. In our theoretical framework we discuss possible effects of range or frequency increasing phantoms on preferences for different available options. In an empirical study we prove the relevance of the phantom’s positions successfully. Finally we recommend to use known phantoms and to avoid unrecognized phantoms if preferences among the remaining products shall be influenced significantly by stockouts. Furthermore we offer guidelines how to position a stockout as an optimal known phantom alternative.

Suggested Citation

  • Heribert Gierl & Christina Eleftheriadou, 2005. "Asymmetrisch überlegene Stockouts als Phantomprodukte," Schmalenbach Journal of Business Research, Springer, vol. 57(6), pages 475-502, September.
    • Handle: RePEc:spr:sjobre:v:57:y:2005:i:6:d:10.1007_bf03372771
    DOI: 10.1007/BF03372771
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    References listed on IDEAS

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    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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