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Thumbnail image for product with reference number W25455
A Technical Note on Push-Pull Marketing Systems
Note
-
Reference no. W25455
Subject category: Marketing
Authors: Rahul Kumar Sett (Indian Institute of Management, Nagpur); Aravindan Chandrasekaran (Indian Institute of Management, Nagpur); Avinandan Sinha (Indian Institute of Management, Nagpur); Premal Shah (Indian Institute of Management, Nagpur)
Published by: Ivey Publishing
Originally published in: 2021
Version: 2021-12-20
Length: 17 pages
Data source: Published sources
Topics: Push strategy; Pull strategy; Adoption; Churn; Bass diffusion of innovation; Schelling's model of social segregation; Marketing
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Abstract

The dematerialization and servitization of products being brought about by the fourth industrial revolution (Industry 4.0) is making it imperative for platform businesses to look at consumers and suppliers from a lifetime value perspective. This technical note compares two fundamental strategic marketing perspectives: the push strategy and the pull strategy, using simple systems-dynamics and agent-based models. The models, developed using Vensim and NetLogo software, illustrate the efficacies of push and pull marketing strategies at the individual customer level. Specifically, they demonstrate the possibilities of market failure due to excessive pushing and consumer community formation.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.
Industry:
Other services
Other setting(s):
2021
Thumbnail image for product with reference number W27360
A Technical Note on Push-Pull Marketing Systems - Program files
Supplementary software
-
Reference no. W27360
Subject category: Marketing
Authors: Rahul Kumar Sett (Indian Institute of Management, Nagpur); Aravindan Chandrasekaran (Indian Institute of Management, Nagpur); Avinandan Sinha (Indian Institute of Management, Nagpur); Premal Shah (Indian Institute of Management, Nagpur)
Published by: Ivey Publishing
Originally published in: 2021
Version: 2021-12-20
Format: .zip
Data source: Published sources
Topics: Push strategy; Pull strategy; Adoption; Churn; Bass diffusion of innovation; Schelling's model of social segregation; Marketing
Notes: This zip file contains 4 x .nlogo files and 1 x .mdl file. System requirements: Must be used with Vensim and NetLogo software
View full details

About

Abstract

The dematerialization and servitization of products being brought about by the fourth industrial revolution (Industry 4.0) is making it imperative for platform businesses to look at consumers and suppliers from a lifetime value perspective. This technical note compares two fundamental strategic marketing perspectives: the push strategy and the pull strategy, using simple systems-dynamics and agent-based models. The models, developed using Vensim and NetLogo software, illustrate the efficacies of push and pull marketing strategies at the individual customer level. Specifically, they demonstrate the possibilities of market failure due to excessive pushing and consumer community formation.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Industry:
Other services
Other setting(s):
2021

Related

Thumbnail image for product with reference number W27360
A Technical Note on Push-Pull Marketing Systems - Program files
Supplementary software
-
Reference no. W27360
Subject category: Marketing
Authors: Rahul Kumar Sett (Indian Institute of Management, Nagpur); Aravindan Chandrasekaran (Indian Institute of Management, Nagpur); Avinandan Sinha (Indian Institute of Management, Nagpur); Premal Shah (Indian Institute of Management, Nagpur)
Published by: Ivey Publishing
Originally published in: 2021
Version: 2021-12-20
Format: .zip
Data source: Published sources
Topics: Push strategy; Pull strategy; Adoption; Churn; Bass diffusion of innovation; Schelling's model of social segregation; Marketing
Notes: This zip file contains 4 x .nlogo files and 1 x .mdl file. System requirements: Must be used with Vensim and NetLogo software
View full details