Document Type



Doctor of Business Administration


Business Administration

Date of Defense


Graduate Advisor

Timothy Dombrowski


Michele Meckfessel

Steve Moehrle


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.

Available for download on Saturday, December 19, 2026