Business, Accounting and Economics Faculty Scholarship

Document Type

Article

Publication Date

Summer 2013

Publication Title

Journal of Marketing Theory and Practice

Publisher

M.E. Sharpe, Inc.

Abstract

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.

First Page

337

Last Page

346

Volume

21

Issue

3

Original Citation

Levin, M. A., McDonald, R. E., & Wilcox, J. B. (2013). An Analysis of Managers' Resource Allocation Dilemma in a Fixed Capacity Situation. Journal Of Marketing Theory & Practice, 21(3), 331-340. doi:10.2753/MTP1069-6679210307

DOI

10.2753/MTP1069-6679210307

Peer Reviewed

1

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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