Past research

This page provides information on the Centre's research projects from 2007 to 2010, with links to personal profile pages.

Shaping the body and technology: Discursive implications for the marketing communications of technical products

The project provided a theoretical analysis of contemporary brand communication for technology products, focused on how the human body functions as a metaphorical and communicative device, to shed insight into how technological brands make their products understandable, tangible, and attractive in interesting ways.

The paper, "Shaping the Body and Technology: Discursive Implications for the Marketing Communications of Technological Products", appeared in European Journal of Marketing, 2010, in volume 44, issue number 5, pages 635-652.

Professor Jonathan Schroeder also gave a talk on issues in "brand culture," and a paper related to the project appeared as "The Cultural Codes of Branding" in Marketing Theory, 2009, volume 9, pages 123-126.

Professor Margo Buchanan-Oliver, Angela Cruz (masters student), and Professor Jonathan Schroeder.

Competition issues in telecommunication networks

The project collaboration, which was partially funded by the International Science and Technology (ISAT) programme, ignited the research work on competition issues in telecommunication networks. (Drs Bruno Tuffin and Patrick Maillé are still active on the subject.)

One of the issues that has received little attention in the network pricing community is the case of providers in competition. How should providers set prices so that they can attract demand from competitors and increase their revenue? Does this price war lead to a Nash equilibrium?

Investigation showed that the case time is decomposed into slots and each provider has a fixed capacity. If demand exceeds capacity, the provider can only serve up to its capacity and each infinitesimal user is rejected with the same probability (this is a major difference with the literature where the externality is latency rather than loss).

We have been able to characterise the demand Wardrop equilibrium for any given price combination. Given this demand distribution and mild conditions over costs incurred by providers, we have proved and expressed in closed form the existence and uniqueness of a Nash equilibrium for the price competition.

There remains several things to look at with this model:

  1. Compute the price of anarchy expressing the ratio between optimal revenue with cooperative network and the one found in the non-cooperative case.
  2. Cases where some providers share a given capacity (such as in Wi-Fi for instance), which complicates the model at hand.

Dr Bruno Tuffin and Dr Patrick Maillé