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This paper aims to examine whether consumers’ appreciation of promotional gifts exceeds firms’ cost of providing these gifts. The paper also compares characteristics of appreciated and unappreciated gifts.

The authors surveyed 1,289 college students in five European countries. The authors use willingness to accept cash (WTA) for an item to assess consumers’ appreciation of promotional gifts. They then compare WTA to firms’ estimated cost of providing the gifts.

On average, consumers’ appreciation of promotional gifts is 2.4 times the estimated cost of these gifts to sellers. Appreciated gifts tend to be less costly, tend to accompany more expensive purchased items and are more likely to complement these items. The results also reveal that more expensive items come with more costly gifts, although the gifts’ cost increases less than proportionally with the associated items’ price. The gift items are appreciated by men more than women.

This study enriches the literature on promotional gifting by introducing a simple measurement that can help firms decide whether to use gifts or discounts to promote their products.

This paper aims to determine to what extent hotels and peer-to-peer (P2P) facilities are substitutes for travelers. It then examines whether hotels target business travelers and P2P facilities target leisure travelers.

The author collected characteristics of Shanghai hotels and P2P facilities from websites to determine on what basis the two accommodation types compete. The author then conducted a modified importance-performance analysis (IPA) to determine the relationship between accommodations' provision of these characteristics and their importance to Chinese business and leisure travelers.

The characteristics of hotels and P2P facilities systematically differ, and travelers perceive these differences as important. While the differences are significant across all price ranges, they are smaller for budget hotels than for high-end hotels. The modified IPA indicates that P2P facilities appeal more to leisure travelers than to business travelers. Yet hotels better satisfy the requirements of both types of travelers.

The findings imply that P2P facilities can target lower- and middle-income vacationing families by charging lower prices. High-end hotels can compete by providing more diverse services and greater value to business travelers and higher-income leisure travelers. Budget hotels can reduce costs by not providing non-essential characteristics.

This paper contributes to the discussion of the competition between hotels and P2P facilities by focusing on the Shanghai market. It uses the modified IPA to derive implications for lodging market segmentation.

The purpose of this paper is to explore the entrepreneurial and policy consequences of the structural changes associated with postindustrialization.

The approach uses Schumpeterian and institutional theories to predict the consequences of postindustrialization on four types of innovative markets: global mass markets; global niche markets; local mass markets and local niche markets.

The paper makes two key predictions. First, global mass markets will account for most cost-cutting process innovations. Second, niche markets, whether global or local, will provide the bulk of product innovations. Opportunities for product innovations in niche markets multiply both as the result of a more complex economy and as the result of heterogeneous preferences of consumers with divergent learning trajectories.

The key implication of the theoretical pattern prediction of this paper is that there are increasing opportunities for entrepreneurs to introduce novelties that cater to niche demands, and this includes new lifestyle communities. The increasing diversity of values and preferences implies that one-size-fit-all policies are becoming increasingly inimical to the entrepreneurial discovery of higher-valued resource uses.

This paper takes a standard prediction of entrepreneurial theories – that innovations become more common with an increase in economy-wide product complexity – and extends this to increasing complexity on the consumption side. With increases in opportunities for learning, consumers diverge and develop disparate lifestyles. The resultant super-diversity, which multiplies consumption niches to a much greater extent than what ethnicity-based diversity indices would imply, makes it more difficult to achieve consensus about the desirability of public policies.