It’s time to close the experimentation gap in advertising: Confronting myths surrounding ad testing

Marketers know that running experiments is a proven way to improve results and gain competitive advantage against rivals. Despite this knowledge—and the fact that experiments are now easier to conduct than ever before—data shows that marketers consistently under-experiment. In this article, we examine why this gap exists and what can be done to close it. We do so by connecting with senior-level marketing professionals representing seven consumer-facing industries in two phases. First, through a series of interviews, we gain initial understanding of the concerns, challenges, and realities of those working in the industry. Following this phase, we surveyed a larger group to corroborate and extend our initial findings, comparing cases to identify challenges and the strategies used to overcome them. We present our findings as a series of experimentation myths before closing with a broader perspective on how organizations can infuse experimentation into their culture.     

Digitalization,business models,and SMEs: How do business model innovation practices improve performance of digitalizing SMEs?

Digital transformation is requiring companies to rethink and innovate their business models (BMs). However, small- and medium-sized enterprises (SMEs) have scarce time and resources for experimenting with their BMs and implementing new strategies. This paper examines whether SMEs that undergo digital transformation perform better if they allocate more resources for BM experimentation and engage more in strategy implementation. An empirical study was conducted on 321 European SMEs that actively use social media, big data, and information technology to innovate their BMs. Furthermore, structural equation modelling showed positive overall firm performance effects of more resource allocation to BM experimentation and more engagement in practices of strategy implementation. These effects were mediated by BM experimentation practices and company innovativeness. Moreover, fuzzy-set qualitative comparative analysis (fsQCA) revealed the presence of equifinality by identifying different configurations in which these antecedent conditions affect overall firm overall performance. The results of two methodological approaches showed that SMEs may take different routes to improve their performance when digital transformation is changing their BM. This paper is one of the first to analyse how SMEs can handle the impact of digitalization by spending more time and effort on innovating their BMs. Practical and policy implications are discussed.     

关于高校实验教学管理与改革的探讨

实验教学在高校人才培养中具有重要地位与作用。提高实验教学质量,必须深化实验教学改革,改善实验教学条件,强化实验室建设与管理。     

On Learning to Cooperate

This paper shows that experimentation can have the effect of inducing outcomes that are “far” from Nash in a learning model similar to that studied by D. Fudenberg and D. K. Levine (1993, Econometrica61, 547-573). The game under consideration is a version of a finitely repeated prisoner's dilemma, and the average length of players' lifetimes is arbitrarily large, but fixed. If the number of stages in the prisoner's dilemma is sufficiently large, then experimentation induces cooperation within the society on an arbitrarily large scale, even though the beliefs of almost all players are eventually within an arbitrary η>0 of being correct at all of the information sets in the game. Journal of Economic Literature Classification Numbers: C72.     

The diffusion of policy innovations -an experimental investigation

What causes a government to adopt a new program or policy? Despite a large number of empirical studies available to date, the relative importance of various determinants remains obscure because of difficulties of statistical identification. We present an experimental setting to study the diffusion of policy innovations in the laboratory. Our approach discriminates between experimentation, experience, and emulation as determinants of policy adoption. The policy innovation we study is an internalization tax to mitigate a local market externality. Our results demonstrate the importance of information about innovations in other states in the diffusion of policy innovations.JEL Classification: C9, D7, H7Correspondence to: Rupert SausgruberWe gratefully acknowledge financial support by the Austrian National Bank (Jubiläumsfonds under project no. 9134) and the Austrian Science Fund (FWF under project no. P17029). We are grateful for comments by Ernst Fehr, Simon Gächter, Simon Hug, Arno Riedl, Frans van Winden and seminar participants at the Universities of Amsterdam, Erfurt, and St. Gallen.     

地方本科院校环境工程实验创新模式初探

文章根据地方本科院校人才培养目标和环境工程实验教学现状的分析,对环境工程实验教学进行了改革尝试。在实验教学中,构建了"综合—设计—创新"多阶段实验教学模式,通过对相关理论课程的整合,更新环境工程实验教学内容,增加设计和创新类实验项目,重视课堂外实验能力培养,建立创新实验教学效果评价体系。通过以上改革,老师充分调动和激发学生的学习兴趣、热情和创造力,使学生巩固了理论知识,掌握了环境工程实验中的基本技能,培养了其独立创新和自主能力。     

Bringing the patient back in: behavioral decision-making and choice in medical economics

We explore the behavioral methodology and “revolution” in economics through the lens of medical economics. We address two questions: (1) Are mainstream economic assumptions of utility-maximization realistic approximations of people’s actual behavior? (2) Do people maximize subjective expected utility, particularly in choosing from among the available options? In doing so, we illustrate–in terms of a hypothetical experimental sample of patients with dry eye diagnosis—why and how utility in pharmacoeconomic assessments might be valued differently by patients when subjective psychological, social, cognitive, and emotional factors are considered. While experimentally-observed or surveyed behavior yields stated (rather than revealed) preferences, behaviorism offers a robust toolset in understanding drug, medical device, and treatment-related decisions compared to the optimizing calculus assumed by mainstream economists. It might also do so more perilously than economists have previously understood, in light of the intractable uncertainties, information asymmetries, insulated third-party agents, entry barriers, and externalities that characterize healthcare. Behavioral work has been carried out in many sub-fields of economics. Only recently has it been extended to healthcare. This offers medical economists both the challenge and opportunity of balancing efficiency presumptions with relatively autonomous patient choices, notwithstanding their predictable, yet seemingly consistent, irrationality. Despite its comparative youth and limitations, the scientific contributions of behaviorism are secure and its future in medical economics appears to be promising.     

Urban Laboratories: Experiments in Reworking Cities

The notion of the ‘urban laboratory’ is increasingly striking a chord with actors involved in urban change. Is this term simply a metaphor for urban development or does it suggest urbanization by substantially different means? To answer this question, we review the work of science and technology studies (STS) scholars who have empirically investigated laboratories and practices of experimentation over the past three decades to understand the significance of these spaces of experimentation in urban contexts. Based on this overview of laboratory studies, we argue that urban laboratories and experimentation involve three key achievements — situatedness, change‐orientation and contingency — that are useful for evaluating and critiquing those practices that claim to be urban laboratories. We conclude by considering some future directions of research on urban laboratories.     

Drivers for the voluntary adoption of consolidated financial statements in local governments

ABSTRACT

This paper investigates consolidated financial statements (CFS), which have been implemented by several countries. In Italy, CFS implementation was preceded by a testing period in which local governments could participate on a voluntary basis. This paper explains why this was a useful preliminary step to implementing CFS: the local governments that took part in the testing period were able to enhance their knowledge of the topic while improving their employees’ skills.