Standardized Multinational Advertising: The Influencing Factors

Abstract

Advertising for multinational products uses standardization most often in strategy, less often in executions, and least often in language. This study's international sample of advertising agency executives considers creative impact the most important and pressure (from time, client, etc.) the least important reason to use some form of standardized advertising. Despite this, it is views on client pressure which explain most of the variance in views on future use of standardization. That is, those respondents who believe that client pressure is increasing also believe that overall use of standardization will increase. A separate sample of agency executives reinforced some of these findings, particularly the role of the successful, big idea and client pressure in making the decision to standardize. Copy research also plays a role in standardization recommendations, but it is not used as extensively as might be necessary.     

利用生产停顿机会进行维修以提高产量

介绍Statoil公司提出的机会维修概念和它对生产所起的重要作用,举例说明机会维修的可行性,并对机会维修进行优化使它更好地为生产服务.     

Robust min–max portfolio strategies for rival forecast and risk scenarios

We consider an extension of the Markowitz mean–variance optimization framework to multiple return and risk scenarios. It is well known that asset return forecasts and risk estimates are inherently inaccurate. The method proposed provides a means for considering rival representations of the future. The optimal portfolio is computed, simultaneously with the worst case, to take account of all rival scenarios. This is a min-max strategy which is essentially equivalent to a robust pooling of the scenarios. Robustness is ensured by the noninferiority of min–max. For example, a basic worst-case optimal return is guaranteed in view of multiple return scenarios. If robustness happens to have too high a cost, guided by the min–max pooling, it is also possible to explore other pooling alternatives. A min–max algorithm is used to solve the problem and illustrate the robust character of min–max with return and risk scenarios. We study the properties of the min–max risk–return frontier and compare with the potentially suboptimal worst-case where the investment strategy and the worst case are computed separately.     

SHORT‐MATURITY OPTIONS AND JUMP MEMORY

We investigate jump memory using an extensive database of short‐term S&P 500 index options. Jump memory refers to the attenuation of the implied jump intensity and magnitude parameters following a crash event. We use a genetic algorithm to obtain a time series of implied parameter estimates and posit behavioral and rational explanations for parameter attenuation following a crash event. We find that a nested form of the jump‐diffusion model sharpens the remaining parameter estimates and has a negligible effect on pricing accuracy.     

The measurement and management of human performance in seventeenth century English farming: The case of Henry Best

Agriculture is one of the oldest and most important forms of organised human activity Roberts [Roberts, J. M. (1988). The Pelican History of the World. London: Penguin, p. 49] but accounting historians have paid it relatively little attention when investigating the measurement and management of human performance. Undertaking a detailed analysis of the records of Henry Best, a seventeenth century English farmer, the current paper seeks to remedy this deficit. The current research finds that Best maintained financial records but notes that, in the absence of external accountability relationships and professional accounting, these records were not used for the calculation of financial performance or financial position but were employed simply to maintain track of transactions and to hold his workforce accountable for their performance. In drawing up a treatise on operational farm management for the benefit of his son and heir, who did subsequently employ this treatise, Best made extensive use of non-financial information. Best advocated that, when managing human performance, personal supervision should be guided by appropriate measurement systems: presaging later developments in scientific management, Best developed, inter alia, labour classifications, specified rates of pay, and required working methods and output levels. Like labour tasking on nineteenth century slave plantations, Best's methods may be perceived as “thematic precursor(s) to accounting-based disciplinary controls like standard costs and a transitory element from pre-modern to modern control systems” Tyson [Tyson, T., et al. (2004). Theoretical perspectives on accounting for labor on slave plantations of the USA and British West Indies. Accounting Auditing & Accountability Journal, 17(5), p. 758].     

Regional GDP in the UK, 1861–1911: new estimates

This article compares the Geary–Stark method for distributing known GDP totals across regions with a variation suggested by Crafts. Tests of the Geary–Stark method confirm that it generates accurate estimates of regional GDP. There are practical and conceptual problems with Crafts' extension, and it is not tested nor is it testable. New estimates of regional GDP for the period 1861 to 1911 contradict Crafts's suggestion of rising regional inequality. Purchasing power parity adjustments do not alter this trend. The new estimates confirm Ireland's post‐Famine catch‐up. The great bulk of Irish labour productivity growth can be accounted for by an upward shifting production function, though it can be argued that that portion of growth that represents catch‐up may be attributable to labour force decline.     

Fan-centric social media: The Xiaomi phenomenon in China

In this highly competitive century, social media offers both opportunities and challenges. The concept of social media is top of mind for many entrepreneurs today. Fans are assuming an increasingly active role in co-creating marketing content with companies and their respective brands. Based on the Xiaomi success story in China, we provide a framework for building the power of the fan base and propose a new fan-centric social media business model. We examine the best practice case study of an emerging company's successful efforts to leverage social media in order to reach an important audience of young consumers. Thereafter, we conclude with several lessons related to the integration of social media into a new firm's operation strategy. We strongly recommend that businesses, and especially startups, make good use of powerful social media to develop a business model with fan demand as the core. This is what we call the ‘fan-centric’ social media business model.