Korkeamäki, Timo and Takalo, Tuomas (2010): Valuation of innovation: The case of iPhone. Unpublished.
Abstract:
We estimate the private value of Apple’s iPhone by observing abnormal stock market reactions to news announcements and patent publications related to the innovation. Our estimate of the lower bound on the market valuation of iPhone is fairly high, at minimum 30 billion U.S. (event day) dollars. We find that patentable technology explains about 25% of that total value. We also find a weak negative reaction among Apple’s rivals to the news about iPhone but no significant reaction to the publication of patent documents concerning iPhone can be observed. The evidence suggests that the value of iPhone primarily stems from Apple’s management and marketing abilities and efforts rather than from underlying "hard" technologies and intellectual property.
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Wednesday, February 09, 2011
Wednesday, May 12, 2010
Today's Links: Behavioural Economists in "Treasury" and "Agencies"
1. Department of Finance Capacity Review July 2009: A number of areas where further skills developments were seen to be needed:
• Policy analysis
• Evaluation skills
• More economists, particularly skills in behavioural economics
• More expertise in regulatory impact analysis
2. Businessandleadership.com: The UK’s Institute of Practitioners in Advertising (IPA) has launched a Behavioural Economics Think Tank (BETT) to "advance understanding around disparities between what consumers say they’ll do when making choices about brands and what they actually do". The think tank is being led by IPA president Rory Sutherland, who is focusing on behavioural economics during his presidential term as he believes it can transform marketing effectiveness.
3. Brief biographies: of the members of the IPA's Behavioural Economics Think Tank.
4. The Institute of Advertising Practitioners of Ireland hosted a talk by Rory Sutherland earlier toay in the National Gallery of Ireland.
5. "Why Agencies Should Adopt Behavioural Economics to Achieve Success" - Rory Sutherland talks on the 4th June in Belfast.
6. TED.com: A profile of Rory Sutherland (Vice-Chairman of Oglivy), and a link to his TED-talk: "Life lessons from an ad man". Here's a link to Rory's blog.
7. The Irish Marketing Society has organised a seminar on behavioural economics to take place on the 18th May. Details here.
8. Karl Deeter: Behavioral Economics & Arrears - avoid repossession by reward.
9. TED talk by Sebastian Wernicke: How to create a guaranteed killer TED talk with the aid of statistical analysis. HT: Garr's posterous.
• Policy analysis
• Evaluation skills
• More economists, particularly skills in behavioural economics
• More expertise in regulatory impact analysis
2. Businessandleadership.com: The UK’s Institute of Practitioners in Advertising (IPA) has launched a Behavioural Economics Think Tank (BETT) to "advance understanding around disparities between what consumers say they’ll do when making choices about brands and what they actually do". The think tank is being led by IPA president Rory Sutherland, who is focusing on behavioural economics during his presidential term as he believes it can transform marketing effectiveness.
3. Brief biographies: of the members of the IPA's Behavioural Economics Think Tank.
4. The Institute of Advertising Practitioners of Ireland hosted a talk by Rory Sutherland earlier toay in the National Gallery of Ireland.
5. "Why Agencies Should Adopt Behavioural Economics to Achieve Success" - Rory Sutherland talks on the 4th June in Belfast.
6. TED.com: A profile of Rory Sutherland (Vice-Chairman of Oglivy), and a link to his TED-talk: "Life lessons from an ad man". Here's a link to Rory's blog.
7. The Irish Marketing Society has organised a seminar on behavioural economics to take place on the 18th May. Details here.
8. Karl Deeter: Behavioral Economics & Arrears - avoid repossession by reward.
9. TED talk by Sebastian Wernicke: How to create a guaranteed killer TED talk with the aid of statistical analysis. HT: Garr's posterous.
Thursday, February 26, 2009
The Datarati
The 'Datarati' refers to "a new generation of data gurus who have emerged on the online advertising scene. The 'Datarati' are responsible for using data to optimise the campaign performance of the world’s largest brand owners." I read about this group on the blog of Will Scully-Power, after discovering this blog-post: "Google’s Chief Economist Hal Varian on the Future of Data".
A quote is as follows:
The blog-post links to an article in the McKinsey Quarterly, which includes an audio-stream. We've mentioned Hal Varian quite a bit on the blog before, including this post with a link to a talk by Varian on the "Economics of Internet Search".
Also worth looking at is the interview with Varian conducted by Kenneth Train. This can be accessed on Kenneth Train's website (here). There are also some very interesting interviews with other Berkeley Economists, including George Akerlof, David Card, Daniel McFadden and Janet Yellen.
A quote is as follows:
“I keep saying the sexy job in the next ten years will be statisticians. People think I’m joking, but who would’ve guessed that computer engineers would’ve been the sexy job of the 1990s?"
The blog-post links to an article in the McKinsey Quarterly, which includes an audio-stream. We've mentioned Hal Varian quite a bit on the blog before, including this post with a link to a talk by Varian on the "Economics of Internet Search".
Also worth looking at is the interview with Varian conducted by Kenneth Train. This can be accessed on Kenneth Train's website (here). There are also some very interesting interviews with other Berkeley Economists, including George Akerlof, David Card, Daniel McFadden and Janet Yellen.
Friday, November 28, 2008
Economics 2.0
"For decades, many of the brightest graduates in economics sought their fortune in finance. In coming years, they will seek it in marketing, as the Internet gives all companies the information-rich environment once available only in financial markets."
That’s the prediction of Hal Varian, Chief Economist at Google, and economist at the University of California at Berkeley. Varian discusses why marketing is the new finance in this Wall Street Journal article from last year.
Below, Varian gives a lecture on the "Economics of Internet Search", from this year's Calit2-sponsored series, "Behavioral, Social, and Computer Sciences Seminar Series" - Friday, May 23, 2008. Following on from the last post about 'The Weather and Work', apparently "it's good for Google if the weather is bad, but not too bad..."
That’s the prediction of Hal Varian, Chief Economist at Google, and economist at the University of California at Berkeley. Varian discusses why marketing is the new finance in this Wall Street Journal article from last year.
Below, Varian gives a lecture on the "Economics of Internet Search", from this year's Calit2-sponsored series, "Behavioral, Social, and Computer Sciences Seminar Series" - Friday, May 23, 2008. Following on from the last post about 'The Weather and Work', apparently "it's good for Google if the weather is bad, but not too bad..."
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