Made available in DSpace on 2009-11-18T19:01:01Z (GMT). No. of bitstreams: 0 Previous issue date: 2004 / A indústria brasileira de gás liquefeito de petróleo, GLP, tem sido alvo freqüente, nos últimos anos, da atenção de órgãos reguladores, mídia e público em geral. Muitas têm sido as especulações a respeito de seu padrão de conduta publicados na imprensa, variando desde práticas predatórias até a formação disciplinada de cartel. A presente pesquisa, baseada em depoimentos de executivos da indústria e no acesso a dados das firmas dessa indústria tomado públicos - dados financeiros e operacionais - explora qual seja, afinal, o padrão de competição desse oligopólio. O estudo parte da Teoria da Estrutura de Capital aplicada para decisões de competição e mercado - preços e quantidades a ofertar para constatar que, dadas suas escolhas de estrutura de capital, as firmas esta indústria específica simplesmente adotam um padrão tradicional de arrefecimento da competição a partir de sua dívida. A dívida, nesta indústria, é utilizada para a criação de barreiras de entrada. Ainda assim, casos de acirramento da competição e de concentração de mercado foram encontrados, indicando que não haja uma disciplina formal de conduta por parte de suas firmas as quais devem, eventualmente, encontrar dificuldades - ou falta de interesse - na convivência em um mercado em fase de transformação. / The Brazilian industry of liquefied petroleum gas, LPG, has been calling, in the late years, the attention of the media, regulatory agencies and the general publico Many speculations have emerged, in the press, over its pattems of behaviour, which have been ranging from predatory practices up to a formal cartel operating under collusion. The present research, based in statements from industry executives as well as in data publicly disclosed by those firms - financiaI and operational ones - explores what their competitive behaviour would be, after alI. The study starts from the Theory of Capital Structure applied to product market competition decisions - output and price decisions - to realize that, given their capital structure choices, the firms within that particular industry simply adopt a classical behaviour of sofier competition. Debt, in this industry, has the role of an entry barrier. Even though, cases of tougher competition have been found, indicating the lack of a formal discipline among its members which ones, eventually, may find it very difficult - or of no interest - to coexist together in a fast changing industrial environment.

L’objectif de cette thèse est d’étudier le rôle que joue la concurrence sur le marché des biens et services dans la prise des décisions ainsi que sur la valeur de la firme. En particulier, elle met l’accent sur l’impact de la pression concurrentielle sur le choix de la source de la dette, l’efficience des décisions d’investissement dans le capital humain, et le coût des fonds propres. Cette thèse est organisée en trois essais.Dans un premier essai, nous nous intéressons à l’effet de la concurrence sur le marché des biens et services sur la prise des décisions de financement, et particulièrement le choix de la source de la dette. À partir d’un échantillon de 3 831 entreprises américaines cotées au cours de la période 2001-2013 et en utilisant une nouvelle mesure de concurrence reflétant les menaces concurrentielles qui pèsent sur les entreprises, nous constatons que les entreprises faisant face à une concurrence accrue ont moins tendance à recourir à la dette bancaire. Ce résultat soutient l’hypothèse que la concurrence joue un rôle de gouvernance efficace qui, par conséquent, peut être substitutif à la fonction de surveillance et de contrôle des prêteurs bancaires. De plus, nos résultats montrent que l’impact négatif de la concurrence sur le recours à la dette bancaire est plus important pour les entreprises qui sont plus susceptibles d’être sensibles à la pression disciplinaire exercée par le marché, particulièrement les entreprises exposées à la pression concurrentielles et les entreprises ayant de sévères contraintes financières.Le deuxième essai examine l’impact de la concurrence sur le marché des biens et services sur l’efficience des décisions d’investissement des entreprises, et particulièrement l’investissement dans le capital humain, un sujet qui a été largement ignoré par les recherches antérieures. L’analyse empirique se base sur un échantillon de 18 957 observations durant la période 1998-2001. Les résultats montrent que l’intensification de la concurrence sur le marché des biens et services est négativement liée à l’efficience de l’investissement dans le capital humain. De plus, nous constatons que ce lien est plus important pour les entreprises risquées ainsi que les entreprises ayant des coûts importants associés à l’investissement dans le capital humain. Dans l’ensemble, nos résultats suggèrent que la concurrence sur le marché des biens et services augmente le risque de défaut des entreprises qui, par conséquent, réduisent leurs activités d’investissement, conduisant à un problème de sous-investissement dans le capital humain.Dans le troisième essai, nous examinons si la concurrence sur le marché des biens et services pourrait influencer la valeur de l’entreprise à travers son impact sur le taux de rentabilité exigé par les actionnaires, ou le coût des fonds propres. L’utilisation d’un large échantillon d’entreprises américaines cotées en bourse durant la période 1998-2013 montre que la concurrence sur le marché des biens et services a un effet négatif sur le taux de rentabilité exigé par les actionnaires. Les analyses additionnelles ont montré que cet effet négatif est particulièrement significatif dans les entreprises qui souffrent principalement d’une mauvaise gouvernance. Ce résultat suggère que la concurrence joue un rôle de gouvernance qui permet de discipliner le comportement discrétionnaire des dirigeants, notamment en les incitant à fournir plus d’effort pour protéger leur entreprise contre le risque de faillite. Par conséquent, ce rôle de gouvernance améliore les attentes des investisseurs à l’égard des perspectives futures de l’entreprise et réduit ainsi le taux de rentabilité exigé ou le coût des fonds propres. / This dissertation investigates the effect of product market competition on corporate decisions and firm valuation. It is a collection of three essays. The first one examines the role of competition in driving the choice of debt source. Using a large sample of U.S. listed firms over the period 2001-2013, we show that product market competitive pressure is negatively associated with bank debt financing. This result is consistent with the view that competition plays an effective governance role that disciplines managers, and hence substitutes for the need to bank strict monitoring. In further analysis, we also show that the negative impact of competition on bank debt financing is stronger for firms with a higher exposure to competition and tighter financial constraints as they are more sensitive to external market discipline.The second essay explores whether product market competition matters for investment decisions, and more specifically labor investment decisions. To test our research hypotheses, we consider a large sample of U.S. listed firms over the 1998-2013 period and provide strong evidence that product market competitive pressure distorts labor investment efficiency. This result highlights the risk-increasing effect of competition. To the extent that firms in competitive industries have lower profit margins and higher bankruptcy risk, they are more willing to under-invest in labor in order to reduce labor costs and avoid further earnings declines. In addition, our cross-sectional tests show that the negative impact of competition on labor investment efficiency is intensified for firms with a higher exposure to competition, tighter financial constraints, and higher labor unionization rates.The third essay further investigates the implications of product market competition by examining its impact on the cost of equity capital which is viewed as one of the key considerations for managers in their investment and financing decisions. We employ a large panel of U.S. listed firms from 1998 to 2013 and find that firms facing intense competitive pressure have a lower cost of equity financing. Additionally, we show that the role of competition in reducing equity financing costs is more pronounced for firms with a higher exposure to competition and firms with poorer governance quality. Taken together, our findings suggest that product market competition serves as an external disciplinary mechanism that improves investors’ beliefs in the stock market, hence leading to a lower cost of equity capital.

My master’s thesis from marketing area is focused on marketing management of Red Bull Company, which is world leading energy drink producer. My work should improve marketing management of the firm and suggest new ways of marketing communication, the way of addressing consumers and non-consumers of Red Bull energy drink. The results of this master’s thesis will be suggested to the management of Red Bull Company for implementation into praxis.

This thesis examines the influence of advertisers on the content of printed motoring magazines through the method of quantitative content analysis. The thesis asks whether an increasement of advertising can or can not influence media's reporting on advertisers' products. The thesis examines three Czech printed motoring magazines: Svět motorů, Automobil revue and auto motor a sport. The theoretical part deals with the dual-market topic, in other words the theory of two types of media's customers: paying readers and paying advertisers. They can - and according to the theory they often do - differ in their interests. The advertiser is interested in showing his products in the media in the best possible light, on the contrary, the reader is interested in being informed as objectively as possible. The theoretical part is based mainly on McQuail (2009) and Jirák and Köpplová (2015), who deal, inter alia, with the dilemma of two customers. Part of the theory is devoted to several other research which have examined the same topic; e. g. in the context of Italian fashion magazines. The work itself is based on research questions that ask about a correlation between the amount of advertising and amount (and tonality) of editorial content devoted to the advertisers as well as a possible influence of...

Diese Dissertation umfasst vier Essays, die einen Beitrag zur empirischen Literatur über die Determinanten der Veränderungen in der Beschäftigungs- und Lohnstruktur in Deutschland leisten. Im ersten Aufsatz wird der Zusammenhang zwischen technologischem Wandel und Wachstum von Beschäftigung am unteren Ende der Lohnverteilung untersucht. Eine ökonometrische Analyse zeigt, dass technologischer Wandel die Arbeitsnachfrage von routine-intensiven Berufen hin zu Berufen verschiebt, die niedrig entlohnte manuelle Tätigkeiten erfordern und sich nicht zur Substitution durch Informationstechnologien eignen. Damit trägt er zur Polarisierung der Beschäftigungsstrukturen bei. Der zweite Aufsatz untersucht die Rolle von technologischem Wandel in der Entstehung räumlicher Lohnungleichheiten. Es wird gezeigt, dass technologischer Wandel zu einem Zuwachs in der Entlohnung von nicht-routine kognitiven Tätigkeiten und zu einem Rückgang der Entlohnung für routine und nicht-routine manuelle Tätigkeiten führte und damit zur Vergrößerung der inter- und intra-regionalen Lohnungleichheit beitrug. Der dritte Aufsatz untersucht die Beschäftigungswirkung von Produktmarktderegulierung am Beispiel der Liberalisierung der Ladenschlussgesetze, wobei regionale Variation in der Gesetzgebung zur Identifikation des kausalen Effekts dient. Es wird gezeigt, dass die Beschäftigung im Einzelhandel durch die Deregulierung um etwa 19.000 vollzeitäquivalente Stellen zurückging. Dem zugrunde liegt ein signifikanter Rückgang an kleinen Unternehmen, die personalintensiver arbeiten als große Unternehmen. Im vierten Aufsatz werden die Auswirkungen von öffentlicher Beschäftigung auf die Beschäftigung im Privatsektor untersucht. Ergebnis ist, dass die Schaffung öffentlicher Beschäftigung erhebliche Verdrängungseffekte auf die Gesamtbeschäftigung im Privatsektor hat, wobei hauptsächlich der handelbare Sektor von Beschäftigungsverlusten betroffen ist. / This thesis consists of four essays that contribute to the empirical literature on the determinants of recent changes in the employment and wage structure in Germany. The first essay analyzes recent employment growth at the lower tail of the wage distribution and its relation to technological progress. An econometric analysis suggests that tech-nological progress has shifted the demand from routine intensive occupations towards low-paying service occupations that require non-routine manual tasks, which are difficult to be replaced by information technologies, thereby contributing to the polarization of the employment structure. The second essay explores the role of technological change in the evolution of spatial wage inequality. The results indicate technological change is one driver of wage inequality by increasing the compensation for non-routine cognitive tasks, and by decreasing the compensation for routine and non-routine manual tasks. The third essay exploits regional variation in the liberalization of shop-closing legislation in Germany to identify the causal impact of product market deregulation on employment outcomes in the retail sector. The results from the empirical analysis suggest that the deregulation had moderately negative effects on retail employment, leading to a loss of approximately 19,000 full-time equivalent jobs. The reason is that deregulation induced a change in the market structure by significantly decreasing the number of small retail stores which are relatively more personnel-intensive than larger formats. The fourth essay provides an empirical analysis of the impact of changes in public sector employment on employment in the private sector at the level of local labor markets. It shows that expansions in public employment can be associated with a sizeable crowding out effect on private sector employment. Moreover, the results indicate that employment losses are concentrated in the tradable sector.

Diese Dissertation umfasst drei Aufsätze, von denen sich die ersten beiden mit dem Phänomen der beruflichen Mobilität von Arbeitnehmern im westdeutschen Arbeitsmarkt befassen. Der erste Aufsatz untersucht für Absolventen einer dualen Berufsausbildung die kausalen Lohneffekte von Mobilität über Firmen und Berufe hinweg. Die Instrumentenvariablenschätzungen, welche exogene Variation in regionalen Arbeitsmarktcharakteristika ausnutzen, zeigen, dass Berufswechsel innerhalb des Ausbildungsbetriebs einen Karrierefortschritt darstellen. Bei Jobwechseln dominiert der Verlust von firmenspezifischem Humankapital. Allerdings nimmt der Lohnverlust nicht weiter zu, wenn zusätzlich zur Firma auch der Beruf gewechselt wird. Angesichts dieser Ergebnisse dokumentiert der zweite Aufsatz Muster von beruflicher Mobilität in Westdeutschland über den Zeitraum 1982--2008 innerhalb von und zwischen Firmen. Die Häufigkeit von beruflicher Mobilität hat seit 1982 zwischen Firmen signifikant zugenommen und innerhalb von Firmen signifikant abgenommen. Die Analyse betrachtet zudem mögliche Erklärungsansätze für diese Entwicklungen, wie zum Beispiel den demografischen Wandel oder den Zusammenhang zwischen beruflicher Mobilität und Arbeitslosigkeit. Der dritte Aufsatz untersucht den Zusammenhang zwischen Produktmarktderegulierung und Arbeitsmarktergebnissen. Die Reform der deutschen Handwerksordnung von 2003 wird als natürliches Experiment genutzt, um mögliche Einflüsse der Abschaffung von Markteintrittsbarrieren auf selbstständige und abhängige Beschäftigung zu untersuchen. Da Zweifel an der Gültigkeit der identifizierenden Annahmen aufkommen, können die Schätzergebnisse nicht kausal interpretiert werden. Dennoch legen die Ergebnisse zumindest in Teilen nahe, dass der in der Literatur bereits dokumentierte positive Effekt auf selbstständige Beschäftigung plausibel ist, wohingegen die Reform vermutlich keinen Anstieg der abhängigen Beschäftigung in den deregulierten Berufen zur Folge hatte. / This thesis comprises three essays, out of which the first two study the phenomenon of worker mobility across occupations in the West German labor market. The first essay studies the causal wage effects of mobility across firms and occupations among graduates from apprenticeship training. Exploiting variation in regional labor market characteristics the instrumental variables estimations indicate that occupation switches within the training firm involve a career progression. For job switches the loss of firm-specific human capital seems to dominate. However, the wage loss does not grow when an occupation switch occurs simultaneously. In light of these results, the second essay in this thesis studies patterns of occupational mobility in West Germany over the period 1982--2008 separately within and across firms. Most importantly, occupational mobility rates across firms have significantly increased since the early 1980s, while within-firm occupational mobility rates have significantly decreased. The essay also assesses potential explanations for these developments, such as demographic change or the relationship between occupational mobility and unemployment. The third essay in this thesis studies the relationship between product market deregulation and labor market outcomes. It exploits the 2003 reform of the German Crafts Code as a natural experiment to study how the abolishment of barriers to firm entry may affect self-employment and dependent employment. Since there are doubts regarding the validity of the identifying assumptions, the results cannot be interpreted causally. Nevertheless, the analysis at least partially corroborates the evidence for a positive reform effect on self-employment documented elsewhere in the literature, while the reform seems not to have had a positive effect on dependent employment in the deregulated crafts occupations.

The study shows that multi-sided markets pose difficulties when the relevant product market is to be defined. These difficulties pertain to two questions. The first question is whether one or several markets should be defined. In this regard, it is not easy to extract a coherent method from the cases examined. Instead, the methods applied give the impression of ad hoc-solutions, where similar circumstances result in dissimilar outcomes. Indeed, it is hard to reconcile the different market definitions in Visa International MIF and MasterCard MIF. The uncertainties are not limited to these two cases, as the methods applied in Google Shopping too give rise to ambiguities. Why was the market for general search engine platforms separated into two distinct product markets, but the market for comparison shopping services encompassed both sides? Unfortunately, this discussion was not present in the decision. This only serves to reinforce the impression that these questions are solved on an ad hoc-basis. A clear method of approaching multi-sided markets is desirable, not least because the enforcement of competition rules must be characterized by consistency and foreseeability. Hopefully, the judgement in Google Shopping will bring further clarity to this. Nonetheless, the conclusion is that one market should be defined when differences between competitive constraints on the two sides are absent. E contrario, this means that two markets should be defined when such differences are present. This is true regardless of the market in question being a transaction or a non-transaction market. This method seems preferable to strictly adhering to the division of multi-sided markets into transaction or non-transaction markets. If the Commission’s analysis is correct in that there are no differences in competitive constraints on the two sides of comparison shopping services, in combination with crossing network effects, the platform’s multi-sidedness is a necessary trait for both sides. This means that a substitute has to be multi-sided in order for it to be included on the relevant product market, which minimizes the risk for false negatives. Vice versa, the definition of two markets allows for one-sided products to be included on the relevant product market, which minimizes the risk for false positives. This is important not only for the binary finding of dominance or non-dominance, but also the degree of dominance. As concluded above, incorrectly defining one market may artificially inflate the degree of dominance into false super-dominance, and incorrectly defining several markets may artificially dilute the degree of dominance. The second question is how substitutability should be measured. It is obvious from the cases examined that qualitative measures are used and not quantitative measures. The products’ characteristics, intended use, purpose, functionalities, users’ perceptions of the product, etc. were given much attention. The SSNIP test was not applied in any of the cases. The first conclusion to be drawn from the examination above is therefore that the difficulties regarding measuring substitutability on multi-sided markets mainly concern quantitative measures. The arguments against applying a SSNIP test related to the cellophane fallacy (in two different forms, one of which was deceivingly similar to the reverse cellophane fallacy) and differences in price sensitivities between the two sides. Network effects present an additional difficulty, which may lead to exaggerated results when measuring substitutability. The second conclusion to be drawn is that there exists a reluctance to apply a SSNIP test in a way that is tailored for multi-sided markets. One method that has been proposed is to apply the test on the total sum paid by both sides, while allowing the intermediary to adjust the increase in price in accordance with its price structure. The categorical dismissal of applying the test in this way suggests that adapted versions have some time to wait before being introduced into case law and decisional practice. If they, as their proponents argue, are a robust way of broadening the evidence of possible substitutability, this is unfortunate. The risk of defining the market overly narrow or overly broad is of course present in this regard as well. A broader spectrum of evidence therefore minimizes the risk of incorrectly finding both dominance and non-dominance.

В 1-й главе рассмотрены теоретические и методические основы разработки и вывода на промышленный рынок нового продукта. Во 2-й главе проведен анализ организации ООО «Фармпласт», анализ рынка нового оборудования, анализ патентного ландшафта, были выявлены ключевые проблемы и возможности при реализации изделия. В 3-й главе представлен инвестиционный проект по разработке и реализации нового оборудования, приведен расчет себестоимости изделия, рассчитаны затраты на реализацию и экономический эффект, определены возможные риски, даны рекомендации по снижению их эффекта. / Chapter 1 discusses the theoretical and methodological foundations of the development and introduction of a new product to the industrial market. In the 2nd chapter, the organization of Farmplast LLC was analyzed, the market analysis of new equipment, the analysis of the patent landscape were identified, key problems and opportunities for the sale of the product were identified. The 3rd chapter presents an investment project for the development and sale of new equipment, gives a calculation of the cost of the product, calculated costs for implementation and economic effect, identified possible risks, made recommendations to reduce their effect.

The master’s thesis on the topic “Market analysis and competition on the soft drinks market” describes current situation on the market, its structure with the focus on existing competition, it put the accent on the evaluation of the strategy applied by the strongest undertaking on the market, examines a describes distribution channels and analyse the market demand for products including its estimation of the trend in the future. This thesis results from theoretical resources as are general analysis used for the purpose of the market studies oriented on business sector as well as common environment and its own functioning and the thesis is based on the competitive strategy defined by M.E. Porter. Further the thesis is dealing with data resources and methods of data handling, including data collection, classification, segmentation and its following evaluation. Master´s thesis is the guideline for the market analysis and decisions concerning entering new markets and among others gives the answers to the questions concerned the actual situation on the market and subjects that are operation on the market.