Optimal sales schemes for network goods
This paper examines the optimal sequencing of sales in the presence of network externalities. A firm sells a good to a group of consumers whose payoff from buying is increasing in total quantity sold. The firm selects the order to serve consumers so as to maximize expected sales. It can serve all consumers simultaneously, serve them all sequentially, or employ any intermediate scheme. We show that the optimal sales scheme is purely sequential, where each consumer observes all previous sales before choosing whether to buy himself. A sequential scheme maximizes the amount of information available to consumers, allowing success to breed success. Failure can also breed failure, but this is made less likely by consumers’ desire to influence one another’s behavior. We show that when consumers differ in the weight they place on the network externality, the firm would like to serve consumers with lower weights first. Our results suggests that a firm launching a new product should first target independent-minded consumers who can serve as opinion leaders for those who follow.
|Date of creation:||2013|
|Date of revision:|
|Publication status:||Published in WP BRP Series: Economics / EC, December 2013, pages 1-27|
|Contact details of provider:|| Postal: |
Web page: http://www.hse.ru/
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Ochs, Jack & Park, In-Uck, 2004.
"Overcoming the Coordination Problem: Dynamic Formation of Networks,"
CEI Working Paper Series
2004-18, Center for Economic Institutions, Institute of Economic Research, Hitotsubashi University.
- Ochs, Jack & Park, In-Uck, 2010. "Overcoming the coordination problem: Dynamic formation of networks," Journal of Economic Theory, Elsevier, vol. 145(2), pages 689-720, March.
- Jack Ochs & In-Uck Park, 2005. "Overcoming the Coordination Problem: Dynamic Formation of Networks," Levine's Bibliography 172782000000000046, UCLA Department of Economics.
- Anirudh Dhebar & Shmuel S. Oren, 1985. "Optimal Dynamic Pricing For Expanding Networks," Marketing Science, INFORMS, vol. 4(4), pages 336-351.
- Heski Bar-Isaac, 2003.
"Reputation and Survival: Learning in a Dynamic Signalling Model,"
Review of Economic Studies,
Wiley Blackwell, vol. 70(2), pages 231-251, 04.
- Heski Bar-Isaac, 2003. "Reputation and Survival: Learning in a Dynamic Signalling Model," Review of Economic Studies, Oxford University Press, vol. 70(2), pages 231-251.
- Masaki Aoyagi, 2010.
"Optimal Sales Schemes against Interdependent Buyers,"
American Economic Journal: Microeconomics,
American Economic Association, vol. 2(1), pages 150-82, February.
- Masaki Aoyagi, 2005. "Optimal Sales Schemes against Interdependent Buyers," ISER Discussion Paper 0645, Institute of Social and Economic Research, Osaka University.
- Ting Liu & Pasquale Schiraldi, 2012. "New product launch: herd seeking or herd preventing?," Economic Theory, Springer, vol. 51(3), pages 627-648, November.
- Subir Bose & Gerhard Orosel & Marco Ottaviani & Lise Vesterlund, 2006.
"Dynamic monopoly pricing and herding,"
RAND Journal of Economics,
RAND Corporation, vol. 37(4), pages 910-928, December.
- David Gill & Daniel Sgroi, 2005.
"Sequential Decisions with Tests,"
Economics Series Working Papers
242, University of Oxford, Department of Economics.
- Baohong Sun & Jinhong Xie & H. Henry Cao, 2004. "Product Strategy for Innovators in Markets with Network Effects," Marketing Science, INFORMS, vol. 23(2), pages 243-254, October.
- Gale, Douglas, 1998.
"Monotone Games with Positive Spillovers,"
98-34, C.V. Starr Center for Applied Economics, New York University.
- David Gill & Daniel Sgroi, 2011.
"The Optimal Choice of Pre-Launch Reviewer,"
Economics Series Working Papers
562, University of Oxford, Department of Economics.
- Gill, David & Sgroi, Daniel, 2010. "The optimal choice of pre-launch reviewer," Discussion Paper Series In Economics And Econometrics 1017, Economics Division, School of Social Sciences, University of Southampton.
- Katz, Michael L & Shapiro, Carl, 1985. "Network Externalities, Competition, and Compatibility," American Economic Review, American Economic Association, vol. 75(3), pages 424-40, June.
- Joseph Farrell & Garth Saloner, 1984.
"Standardization, Compatibility and Innovation,"
345, Massachusetts Institute of Technology (MIT), Department of Economics.
- Jinhong Xie & Marvin Sirbu, 1995. "Price Competition and Compatibility in the Presence of Positive Demand Externalities," Management Science, INFORMS, vol. 41(5), pages 909-926, May.
- Cabral, Luis M. B. & Salant, David J. & Woroch, Glenn A., 1999.
"Monopoly pricing with network externalities,"
International Journal of Industrial Organization,
Elsevier, vol. 17(2), pages 199-214, February.
- Marco Ottaviani & Andrea Prat, 2001.
"The Value of Public Information in Monopoly,"
Econometric Society, vol. 69(6), pages 1673-1683, November.
- Marco Ottaviani, 2000. "The Value of Public Information in Monopoly," Econometric Society World Congress 2000 Contributed Papers 1479, Econometric Society.
- Shlomo Kalish, 1985. "A New Product Adoption Model with Price, Advertising, and Uncertainty," Management Science, INFORMS, vol. 31(12), pages 1569-1585, December.
- Sgroi, D., 2000.
"Optimizing Information in the Herd: Guinea Pigs, Profit and Welfare,"
2000-w14, Economics Group, Nuffield College, University of Oxford.
- Sgroi, Daniel, 2002. "Optimizing Information in the Herd: Guinea Pigs, Profits, and Welfare," Games and Economic Behavior, Elsevier, vol. 39(1), pages 137-166, April.
- Subir Bose & Gerhard Orosel & Marco Ottaviani & Lise Vesterlund, 2008. "Monopoly pricing in the binary herding model," Economic Theory, Springer, vol. 37(2), pages 203-241, November.
- repec:rje:randje:v:37:y:2006:i:4:p:910-928 is not listed on IDEAS
When requesting a correction, please mention this item's handle: RePEc:hig:wpaper:41/ec/2013. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Shamil Abdulaev)or (Victoria Elkina)
If references are entirely missing, you can add them using this form.