Brand-embedded interaction: a dynamic and personalized interaction for co-creation

Recognizing the importance of timely access to market knowledge for successful new product development (NPD), extant research has theoretically argued and empirically shown the value of consumer co-creation during the NPD process. While most research views consumer-generated content as definite or fixed, this paper reveals how firms can enhance the value of consumer-generated ideas by facilitating the exchange of relevant information during co-creation. The authors introduce brand-embedded interaction as a process that enables consumers to generate new product ideas that not only reflect user needs but also align with the brand’s goals and capabilities. Results from two quasi-field experiments using Twitter show that a higher degree of dynamic interaction and personalization during co-creation enables consumers to generate more constructive new product ideas or ideas that are valuable to both consumers and firms. Results offer important implications for both theory and practice regarding co-creation and new product development.     

Consumption and corpulence in China: A consumer segmentation study based on the food perspective

This paper combines two of today’s most salient phenomena in contemporary China: the remarkable rise of China as a consumer society and the related mounting overweight epidemic, which now includes about 200 million overweight people. Relatively little is understood about the many factors which contribute to the expanding waistlines of the Chinese. Within the nutrition transition framework, this paper concentrates on food consumption with a special focus on the adoption of energy-rich high calorie diets. Four consumer segments have been identified according to consumption of various food products – i.e., the food perspective. These groups are labeled Yellow Earth, Green Water, Newly Affluent, and Western Adopters, and differ significantly with respect to body mass index (BMI) and socio-demographic factors. The consumption of specific food products appears to be related to the extent of overweight among different consumer clusters. By undertaking a consumer segmentation based on food consumption, this study aims to contribute to our understanding of corpulence in a fast-changing China. This paper concludes that the growing impact of the overweight and obesity epidemic in China merits the attention of food policymakers.     

Direct regression,reverse regression,and covariance structure analysis

This paper discusses the issues in estimating the effects of marketing variables with linear models. When the variables are not directly observable, it is well known that direct regression yields biased estimates. Several researchers have recently suggested reverse regression as an alternative procedure. However, it is shown that the reverse regression approach also fails to provide unbiased estimates in general, except for some special cases. It is proposed that covariance structure analysis with an appropriate measurement model can ensure the unbiasedness of estimated effects. These issues are examined in the context of assessing market pioneer advantages. The authors thank the editor and the two anonymous reviewers for their helpful comments on the previous version of this paper.     

Investment in salvage equipment

Manufacturers are faced with three options for disposing of excess finished items: they can (1) continue to mark down the item until it sells; (2) dispose of or scrap it; or (3) salvage it in order to reclaim valuable raw materials and components. In many situations the option of a markdown is not viable, thus the choice is to either scrap or salvage. Although many manufacturers have invested in salvage equipment, they have not deduced the impact of this investment as it affects not only the risk-adjusted value of the project but also the production run size and the selling price. Hence, their decisions frequently turn out to be suboptimal. This paper develops a project-valuation model that adds a new dimension to traditional capital budgeting decisions by incorporating salvage capacity.     

FDI流入、货物贸易出口、GDP和碳排放——基于中国数据的实证研究

基于对单位GDP碳排放、FDI流入量、货物贸易出口额和经济增长四个变量间的实证研究结果,发现从长期直接效应来看,货物贸易出口和GDP与单位GDP碳排放存在相关关系。但有些变量的短期效应与长期总效应存在矛盾,有些变量长期直接效应与总效应存在矛盾,有些变量短期内无效应但长期效应显著。     

Interaction effects of formal and social controls on business-to-business performance

Marketing and Strategy studies have treated relational governance as a critical factor of business-to-business (B2B) performance. Extant studies offer contrasting views on whether formal or social control is a better control mechanism, with little known about their interaction effect. In this study, the authors aim to investigate the interaction effect of these two control mechanisms by dividing a B2B contract (formal control) into two provisions (transactional and relational) and to examine the specific interaction effect of social control on each provision. The authors also seek to investigate the moderating effects of environmental dynamism, prior ties, and buyer lock-in. The measure of B2B performance reflects relational quality and financial outcome. The results show significantly different interactions between each provision of the contract and social control depending on the level of environmental dynamism and buyer lock-in, and suggest that the environmental condition of the transactions is reflective of managers' optimal control mechanisms.