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Product choice for a firm selling related products: A parimutuel application

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  • Mukhtar Ali
  • Richard Thalheimer

Abstract

This paper provides a framework for analysis of product choice by a multiproduct firm selling several products whose demands are interrelated. The decision making process of a racetrack-racebook regarding the parimutuel wagering products (both number and which ones) it should supply is illustrated. A racetrack-racebook is a business entity, which offers its patrons the opportunity to wager, not only on live horse racing conducted at the racetrack but also on races simulcast to that racetrack from a variety of racetracks, from both in-state and out-of-state locations. The demands for these wagering products are interrelated and these interrelationships play a key role in determining the number (and which ones) of these wagering opportunities that will be supplied. Based on the experience of a specific racetrack-racebook, these demand functions are estimated econometrically and the role of these interrelated demands in the supply decision is explored. An algorithm is developed to search over all possible product portfolios to determine that combination of products yielding the highest sales, revenue, or profit.

Suggested Citation

  • Mukhtar Ali & Richard Thalheimer, 2002. "Product choice for a firm selling related products: A parimutuel application," Applied Economics, Taylor & Francis Journals, vol. 34(10), pages 1251-1271.
    • Handle: RePEc:taf:applec:v:34:y:2002:i:10:p:1251-1271
    DOI: 10.1080/00036840110094428
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    Cited by:

    1. Marshall Gramm & C. Nicholas McKinney & Douglas H. Owens & Matt E. Ryan, 2007. "What Do Bettors Want? Determinants of Pari‐Mutuel Betting Preference," American Journal of Economics and Sociology, Wiley Blackwell, vol. 66(3), pages 465-491, July.
    2. Richard Thalheimer, 2008. "Government restrictions and the demand for casino and parimutuel wagering," Applied Economics, Taylor & Francis Journals, vol. 40(6), pages 773-791.
    3. Alessandro Pandimiglio & Marco Spallone, 2011. "L'elasticitˆ della domanda nel mercato italiano dei giochi: inquadramento generale ed analisi dei casi del lotto e del superenalotto," Working Papers CASMEF 1108, Dipartimento di Economia e Finanza, LUISS Guido Carli.
    4. Richard Thalheimer, 2012. "The demand for slot machine and pari-mutuel horse race wagering at a racetrack-casino," Applied Economics, Taylor & Francis Journals, vol. 44(9), pages 1177-1191, March.

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