villaseca on digital business & marketing

My new book on Advertising and Competition has been published… and is already available on Amazon!

DVillaseca_ImpactoCompetitivoPublicidadBook

 My new book on Advertising and Competition has been published… and is already available on Amazon!

Once, it was a PhD dissertation… but now is a book. The research I made could be useful in other non-academic fields, as long as it provide scientific support to the huge investment on advertising companies do. It is available on Amazon.com and Amazon.es.

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Because of the increase on online advertising made bythe companies, especially on the web, it is key to analyze how are affecting these changes to the way they are competing, both the incumbents and new competitors.

This empirical analysis for the Spanish case validates a first positive effect on incumbents, consolidating their reputation. But we also contrast in which ways the new entrepreneurs entering on a market can increase their competitive power with the new on-line advertising investment, more segmented than the traditional media and requiring less initial investments. This way online advertising can help to overcome the initial asymmetry between the incumbent and a new entrant.

To highlight: Scientific analysis for advertising!

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