TY - JOUR
T1 - An analysis of managers' resource allocation dilemma in a fixed capacity situation
AU - Levin, Michael
AU - McDonald, Robert
AU - Wilcox, James
PY - 2013/7/1
Y1 - 2013/7/1
N2 - Managers of museums, repertory theaters, sports leagues, and symphony orchestras invest resources in
order to optimize attendance over a season. They must choose between investing resources evenly across
a balanced portfolio of offerings or disproportionately concentrating resources on a few more desirable
offerings at the expense of the rest of the portfolio. The better strategy is not always apparent. The authors
investigate this research question in non–major league sports leagues using the Gini coefficient, a measure
of equality/balance adapted from the field of economics. The spread of team success in a league, based on
winning percentages and represented by the Gini coefficient, is used as an indicator of resource investment
concentration. The findings indicate that availability, that is, season length, influences whether consumers
value more a balanced or unbalanced investment strategy.
AB - Managers of museums, repertory theaters, sports leagues, and symphony orchestras invest resources in
order to optimize attendance over a season. They must choose between investing resources evenly across
a balanced portfolio of offerings or disproportionately concentrating resources on a few more desirable
offerings at the expense of the rest of the portfolio. The better strategy is not always apparent. The authors
investigate this research question in non–major league sports leagues using the Gini coefficient, a measure
of equality/balance adapted from the field of economics. The spread of team success in a league, based on
winning percentages and represented by the Gini coefficient, is used as an indicator of resource investment
concentration. The findings indicate that availability, that is, season length, influences whether consumers
value more a balanced or unbalanced investment strategy.
M3 - Article
SP - 331
EP - 339
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
ER -