品牌进入次序优势的经济解释

作者利用品牌经济学理论和其“选择成本范式”的分析框架研究品牌进入次序的优势及其产生的原因。通过对一个简单模型的分析表明,“趋利避害”的消费者的选择行为将给第一个进入市场的品牌以持久的优势,原因在于该品牌降低了消费者选择行为的局限条件—选择成本,而后进入市场的品牌,由于转换成本的存在,将使其选择成本高于先进入市场的品牌,从而使其处于劣势的地位,因此后进入市场品牌的品类模仿成功的可能性大大降低。     

反倾销中的公共利益问题

WTO反倾销协议允许成员方在倾销造成国内产业实质损害时采取反倾销措施。反倾销在保护国内产业 同时，会损害进口国下游产业和消费的利益。在反倾销程序中引入公共利益评价，能够避免反倾销成为片面保护国内产业利益的手段，而使其服从于公共利益的需要。WTO和欧盟、加拿大等成员方的反倾销立法对公共利益问题作了不同规定，主要体现在公共利益条款和减幅征税条款中。我国现行反倾销条例未就公共利益问题做出明确规定，应予完善。     

Convergent and concurrent validity of the Frankfurt Complaint Questionnaire as a screener for psychosis risk

For the broad identification of a risk for a serious mental disorder, valid and reliable screeners are needed to detect those most likely benefitting from a time-consuming and costly in-depth clinical assessment. In the early detection of psychoses, multiple screeners for an ultra-high-risk have already been suggested. Yet, no screener explicitly targets an increased risk according to the basic symptoms (BS) criteria. We therefore explored the Frankfurt Complaint Questionnaire (FCQ) as a potential screener for BS in comparison with their gold standard clinical assessment using the Schizophrenia Proneness Instrument (SPI-A/SPI-CY) by examining its convergent (agreement between screener and gold standard, calculated by the overall percentages of agreement between FCQ and SPI-A/SPI-CY) and concurrent (degree to which a screener can identify individuals with the target condition, examined by diagnostic accuracy measures calculated using thresholds of receiver operating characteristic curves) validity. The sample consisted of 81 patients of a psychosis early detection service (41 with an at-risk mental state or psychosis, and 40 with a nonpsychotic mental disorder). Only two visual perception disturbances reached a beyond-chance level of agreement between FCQ and SPI-A/SPI-CY. For the BS criteria ‘cognitive perceptive basic symptoms’ and ‘cognitive disturbances’, only insufficient agreement between assessment techniques was detected with Cohen’s kappa being 0.228 and 0.130, respectively, with an overestimation by the FCQ. Diagnostic likelihood ratios indicated only a clinically irrelevant increase in the probability of detecting BS criteria; thus, the concurrent validity of both the total of all and of only criteria-relevant FCQ items was insufficient. Both concurrent and convergent validity of the FCQ were poor, and the FCQ dramatically overestimated clinician-assessed risk. Our results suggest that the FCQ should not be used as a screener for BS criteria and that the convergent validity is not guaranteed on the basis of face validity alone, but has to be formally assessed.     

Broad and Narrow Country-of-Origin Effects and the Domestic Country Bias

ABSTRACT

Across three studies and three countries, this research specifies the effect of consumer ethnocentrism on domestic country bias. Extending extant research, it distinguishes the moderating effects of broad (country image, country production image) and narrow (country product category image) country-of-origin effects, demonstrating that the latter mitigate domestic country bias more strongly than the former. Moreover, nationality emerges as an antecedent of consumer ethnocentrism and domestic country bias. The findings enable international marketers to predict domestic country bias in different country markets. Additionally, this research advocates using a finer-grained, narrow view of country-of-origin effects, instead of a broad perspective.     

Parental influence upon children's diet: the issue of category

Food and drink are distributed via corporate institutions in categories, such as ready meals or carbonated drinks. Within these categories, a minority of brands advertise, capitalizing upon the popularity of the categories. The issue of childhood obesity and health has led to a focus upon these advertised brands in terms of their being targeted at children, but nothing has been done about the categories they represent. Furthermore, parents have an influence upon their children's diet, as their expenditure accounts for the majority of their children's consumption. This paper accounts for UK children's perceptions of the effect of advertising and marketing of food and drink upon their parents, and concludes that the children see advertising as having very little influence. Rather, they see that their parents' involvement with certain categories have become, over time, their norm. Children do not see that the regulation of advertising of food and drink to them will have any significant effect upon their diet, as their parents will continue to consume from within the categories supplied by the retail sector, which in their view constitutes the most influential aspect of food and drink marketing. Given the international focus upon the advertising of food brands, this paper draws attention to other, potentially more influential issues.     

全球金融危机下的金融企业社会责任反思

此次全球金融危机的爆发,金融企业无疑要承担主要责任。从企业社会责任的角度看,在这场金融危机中,华尔街的金融企业及其高管们的表现并不光彩。危机告诉我们：金融企业由于其不同于一般企业的特点,需要有更严格的社会责任;金融企业家们应该更具备承担社会责任的意识。为此,我们应从立法层面、社会层面和企业层面进行全方位的反思。     

评析美国对源自中国进口产品反倾销案中替代国价格的确定——兼评美国国际贸易法院对中国圆形焊接奥氏体不锈高压套管反倾销重审结果案判决

美国Bristol金属公司等不满美国商务部对来自中国的圆形焊接奥氏体不锈高压套管替代国价格的选择以及对一家中国公司的单独税率地位确定的重审结果,向美国国际贸易法院提起诉讼。美国国际贸易法院裁定,该重审结果或有实体证据支持,或符合法律,因此判决支持美国商务部的重审结果。本文在介绍该案的基本案情、归纳法院推理和判决的基础上,对该案涉及的法律问题特别是美国反倾销法律和实践中的替代国价格确定作了简要评析。     

道德关联品牌负面曝光事件溢出效应实证研究——事件类型与认知需求的交互作用

文章研究界定了产品性能型、公司道德型和道德引致产品性能型三类品牌负面曝光事件,引入消费者认知需求,运用自然实验法研究道德关联的两类品牌负面曝光事件对品类和竞争品牌溢出效应的差异性。研究结果显示对低认知需求者,道德引致产品性能型负面曝光事件对品类态度和竞争品牌购买意愿的负面溢出效应强于公司道德型事件;对高认知需求者,两类事件溢出效应没有显著差异;道德引致产品性能型负面曝光事件对低认知需求者品类和竞争品牌评价的影响大于高认知需求者,而公司道德型负面事件溢出对不同认知需求水平消费者的影响无显著差异。     

论企业兼并中的管理协同效应

管理协同效应既是企业兼并产生的主要动因 ,又是企业兼并的必然结果。面临入世的挑战 ,企业兼并迅猛发展 ,管理协同效应在转移和提高企业管理能力方面的重要作用 ,已逐渐为人们所认识。本文从企业兼并动因理论入手 ,阐析了管理协同效应的概念、产生条件、运作机理及其意义 ,旨在帮助管理者进一步认识并主动运用这种效应 ,以提高企业的管理水平。     

厂商市场份额的品牌经济模型及其现实解释

厂商的市场份额决定了其利润率,从而决定了厂商能否在残酷的竞争中生存、增长与发展。而在经济过剩的条件下,消费者的选择决定了厂商的市场份额,货币价格与品牌及品牌信用度决定的选择成本作为消费者选择和购买过程中的局限条件制约和影响着消费者的选择与购买。本文建立起引入品类需求强度系数、价格、选择成本的需求函数,并以此模型解释了厂商市场份额的决定是通过价格机制与品牌机制共同作用而实现的。在理论分析的基础上,对大量的现实进行了解释,在验证该模型的同时,对未来市场竞争及厂商市场份额做出了预测。同时,本文提出了提高厂商市场份额与定价权的＂品类需求强度—品牌信用度＂二维模型,并分别从开发具有较高品类需求强度的品类市场和提高品牌信用度的品牌建设方面给现实中的厂商提供了相应策略。