Peter Doyle's research while affiliated with The University of Warwick and other places
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Publications (11)
A methodology is provided for examining the impact on profitability of a significant change in the merchandise portfolio of a retailer. Such repositioning is essential to maintain competitiveness in a rapidly changing environment. At the same time, management is often reluctant to undertake such changes because they risk undermining the long-term c...
Geometric programming (GP) is a new technique that appears to have significant potential in marketing. Researchers have avoided optimization models in marketing, partially because empirical estimates of typical marketing response functions suggest nonconvex maximization problems not easily handled by conventional nonlinear programming. GP now offer...
Geometric programming (GP) is a new technique that appears to have significant potential in marketing. Researchers have avoided optimization models in marketing, partially because empirical estimates of typical marketing response functions suggest nonconvex maximization problems not easily handled by conventional nonlinear programming. GP now offer...
The allocation of shelf space is a major determinent of a retailer's sales and operating costs. All the exisiting models of this problem focus on static optimization. But to the retailer, anticipating and adapting to new tastes and changing product life cycles is the central strategic problem. This paper shows how the static model can be extended t...
The allocation of scarce shelf space among competing products is a central problem in retailing. Space allocation affects store profitability through both the demand function, where both main and cross space elasticities have to be considered, and through the cost function (procurement, carrying and out-of-stock costs). A model is developed which u...
Even companies with large advertising budgets are sceptical of OR models in advertising—such models often appear overly complex, unrealistic and costly to use. Here a simple econometric model is proposed which utilises existing company data. The parameters are estimated for the five leading brands in a sector of the German alcoholic drinks market....
Surprisingly little significant research has been done on why companies switch their advertising agencies. The study matches the views of a large sample of companies which switched with those of their former agencies. Strikingly different perceptions of the reasons for the breakdown are identified. The research also suggests that the breakdown is a...
Surprisingly little significant research has been done on why companies switch their advertising agencies. The study matches the views of a large sample of companies which switched with those of their former agencies. Strikingly different perceptions of the reasons for the breakdown are identified. The research also suggests that the breakdown is a...
Channel optimization in multiple-channel systems is a basic problem in marketing and one which has not received much attention in the literature. A model is presented which simultaneously solves three distribution decisions--the manufacturer's choice of channels (channel strategy), the number of outlets to operate within each channel (channel inten...
Findings from a study of British industrial marketing managers support seven hypotheses on the relationship between buying classes and buying phases. Differences in the composition and size of buying centers in straight rebuy, modified rebuy, and new-task buying situations are examined. The managerial and theoretical implications of the study are d...
Citations
... Studies show that agencies and clients generally evaluate and value the services provided by agencies differently. Clients often complain about the low performance of and mistakes made by agencies, whereby this dissatisfaction is a central reason for terminating the cooperation (Doyle et al., 1980;Waller, 2004). In turn, agencies do not feel that their services are sufficiently valued (Fuhrberg, 2010). ...
![[object Object]](https://i1.rgstatic.net/ii/profile.image/281894894751744-1444220388027_Q64/Marcel-Corstjens-2.jpg)
... Some authors also suggested signomial programming [6] but in most cases, their models were so complex to the understanding of marketing professionals and signomial programming does not produce the global optimal solution. In this paper, we have developed a simplified combination of signomial-geometric programming model that optimize profit from marketing mix problem and achieve global optimal solution. ...
... Even though this problem is recognised and studied for several decades (e.g. Doyle, Jens and Michell, 1980;Levin, Quach and Thaichon, 2019) most extant research does not go beyond the acknowledgement of issues. Furthermore, most studies on the dissemination of creative products have focused on the interaction between creative producers and their audience (consumer) (e.g. ...
... Here, the dual objective function of the geometric programming is maximized subject to orthogonality and normality conditions (linear constraints), [4]. Geometric programming (Gp) has wide applications, even in marketing, [5]. This shows the extent to which Gp can be applied in different fields of study. ...
... Several studies mention various formulations for this problem in early studies. Between some of them, Corstjens and Doyle [10], [11] and Zufryden [12] suggested comprehensive models of multiple polynomial powers, which served as valuable benchmarks for many scholars. ...
... Literatürdeki çalışmalar, üst ve orta raf konumları (göz ve el seviyesi) ile koridor başlarında yer alan konumların diğer konumlara göre daha etkin olduğunu göstermektedir (Chandon, Hutchinson, Bradlow ve Young, 2009). Raf alanı tahsisi probleminde önemli bir diğer kavram ise çapraz esneklik katsayısıdır (Bianchi-Aguiar, 2015;Corstjens ve Doyle, 1981). Belirli bir ürünün sergileme alanı değişiminin ikame veya tamamlayıcı ürünün talebi üzerindeki etkisini ölçmeyi esas alan çapraz esneklik katsayısı, ikame mallar için negatif, tamamlayıcı mallar için pozitif değer almaktadır (Corstjens ve Doyle, 1981). ...
... There are two major limitations of this method; the First is that the optimal solutions are not generally guaranteed because only the first order (necessary) conditions are taken into account given that the second order conditions are difficult to check. In the Second case, the optimal marketing mix decisions can only be achieved if one assumes concave objective functions and convex feasible regions; conditions that cannot readily be assumed in marketing [10]. Sales function is concave and predictor variables consist of n terms, each term being a set of interacting variables, where the interaction among the variables is often nonlinear and because of concave sales function resulting naturally from marketing mix problem [1]; the requirement of all positive coefficients prevents the direct application of the nonlinear regression techniques. ...
... Consequently, our finding of interest, i.e., migration of existing customers from the radically transformed to old format stores of the same chain, is not subject of their study. Corstjens and Doyle (1989) instead investigate the impact of significant changes to the merchandise portfolio on a fashion store's profitability; Sarantopoulos et al. (2019) assess the impact of a complement-versus substitute-based product assortment reorganization. These studies focus on the impact of the repositioning on the one focal store where the repositioning occurs, without considering nearby untransformed stores, or without investigating heterogeneity across consumers. ...
... The size of the buying center differs, usually depending on the buy class. In straight rebuy situations, the buying center may consist of only two to three members, whereas in a new task and in modified rebuy situations, the size of the buying center is usually larger, with three to six members (Doyle et al., 1979). ...
![[object Object]](https://i1.rgstatic.net/ii/profile.image/272454987808834-1441969739707_Q64/Arch-Woodside.jpg)
... This research is significant in that it deals both with market expansion of mini-box service retailers in the domestic context as well as the relationship between store development data and corporate performance. Branch strategy and management are key determinants of market growth and profit performance for service retailers (Doyle and Corstjens 1983). It is required to provide managers of the service firms with more straightly applicable studies on the way of market expansion to efficiently cover the domestic market as well as their effects on corporate performances. ...
