Best PhD Proposal, ENTER 2012 PhD Workshop, Helsingborg, Sweden

1. Re-intermediation and Pricing
Strategies in Tourism:
Niche Strategies Analysis
Malgorzata Ogonowska
GREDEG-CNRS,
Université de Nice-Sophia Antipolis, France
ENTER 2012 Research Track Slide Number 1

2. Reorganisation of
industry‘s value chain
• fdsf
ENTER 2012 Research Track Slide Number 2

3. Market reorganisation
• Consumer preferences have changed;
• New strategic choices – necessary for market actors:
– Traditional actors – distribution and pricing strategies’
modification to adapt to new segments of demand;
– New actors – specialised in specific market segments;
⇒ niche players
⇒ Innovative pricing models:
Opaque Selling Systems
ENTER 2012 Research Track Slide Number 3

4. Related Literature
• Price discrimination based on segmentation of demand:
– natural: yield management (Gallego, van Ryzin [1994]; Talluri, van
Ryzin [2000]) & dynamic pricing models (Burger, Fuchs [2005];
Elmaghraby, Keskinocak [2003]);
– created by the intermediary (Clemons, Hann, Hitt [2002]; Becker
[2009]; Brau [2008]; Fay [2008]; Grandos, Gupta, Kaufman [2008];
Fleischmann, Hall, Pyke [2004]);
• Opaque selling strategies:
– NYOP (Fay [2004]; Fay [2009]; Ogonowska, Torre [2010]; Shapiro,
Zillante [2009]; Wang, Gal-Or, Chatterjee [2005]; Wilson, Zhang
[2008]);
– Posted prices (Fay [2008]; Fay, Xie [2008]; Jiang [2007]; Ogonowska,
Torre [2010]; Shapiro, Shi [2008]).
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5. Objectives
• Chapter 1:
– identify & describe prevailing price discrimination practices
– indentify necessary conditions to their application
• Chapter 2:
– analysis of niche strategy: opaque products’ distribution
(services’ characteristics are concealed until the payment is completed)
– description of existing opaque selling models
– Is it profitable for an intermediary to jointly implement both of
the opaque channels (Name-Your –Own-Price and posted price
system)?
(issue not considered by existing literature)
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6. Methodology
• Survey
• Analytical model:
– heterogeneous demand (Hotelling distribution)
– information asymmetry between the intermediary and the
consumers
– Stackelberg duopoly (intermediary – leader, consumers –
followers):
1. benchmark case: imperfect, but complete travellers’ information on
their relative propensity to pay
2. incomplete and imperfect consumers’ information
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7. Preliminary and Anticipated Results
• An overview of dynamic pricing models
– Conditions necessary to their implementation: heterogeneous &
segmented demand;
– Consequences on prices’ levels and on price dispersion;
• Under incomplete and imperfect consumers’ information:
– joint implementation of both of the opaque channels is the best
solution for moderate uncertainty levels;
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8. Re-intermediation and Pricing
Strategies in Tourism:
Niche Strategies Analysis
Malgorzata Ogonowska
GREDEG-CNRS,
Université de Nice-Sophia Antipolis, France
Thank You!!!
ENTER 2012 Research Track Slide Number 8