Document Type
Dissertation
Degree
Doctor of Business Administration
Major
Business Administration
Date of Defense
11-6-2023
Graduate Advisor
Timothy Dombrowski
Committee
Michele Meckfessel
Steve Moehrle
Abstract
According to the theory of supply and demand, as demand increases, supply should follow in order to meet the demand and maximize revenue for firms; however, some markets require other considerations. For example, in the collectible markets, increasing supply can be viewed as a temptation that may lead to long-term failure. Numerous cases can be cited where a company has a collectible brand that becomes high in demand, and so the firm increases supply on the primary market to meet the new demand, only to result in a decline in their long-term profits. I hypothesized that this was due to the diluting of the product’s secondary market value (SMV) belonging to that brand. When a product’s SMV goes down, investors may become dissuaded causing a decrease in demand for the brand’s future product releases. When a product’s SMV goes up, investors become satisfied while outsiders become interested in purchasing the next release of its product. Prior literature was examined on the economics of collectibles along with new data gathered from blockchain API sources. The findings of this study can help companies better understand the impact of SMV on their primary market and how to improve secondary market management of their brands.
Recommended Citation
Kraml, Steven, "Secondary Market Management: How to Sustain and Manage Collectible Product’s Growth" (2023). Dissertations. 1375.
https://irl.umsl.edu/dissertation/1375
Included in
Advertising and Promotion Management Commons, Finance and Financial Management Commons, Marketing Commons, Other Business Commons, Recreation Business Commons, Sales and Merchandising Commons