拿什么拯救你 我的美元？

1971年8月15日，美国宣布停止执行作为当时国际货币体系基石的布雷顿森林协议，不再接受外国央行按既定比率用美元向美国兑换黄金。由此，一个美元可与黄金划等号的时代正式宣告终结。时任总统尼克松宣布的这一消息当时让我们的主要贸易伙伴国日本和欧洲深感震惊。     

LIBROS

Books reviewed in this issue. A right to care? Unpaid care work in European employment law. Por Nicole BUSBY. Gender, law and justice in a global market. Por Ann STEWART.     

Understanding programmatic TV advertising

ABSTRACT

Television is undergoing tremendous technological developments, which will enable marketers to direct commercial messages to more specific audiences at the individual and/or household level. Traditional ways of buying TV advertising are being challenged by the programmatic approach, which originated with search and display ads, and uses data and technology and real-time auctions to automate transactions between buyers and sellers. We discuss the changes to TV that enable the rise of programmatic models and propose that its future success depends on the coordination and availability of three factors, abbreviated DAD: distribution, ad inventory and data. We also elaborate on the effects of media context and how the TV program environment matters for advertising effectiveness. Finally, we discuss the future of TV advertising and related research needs.     

Decoding network dynamics

Business networks are fluid, yet decoding network dynamics provides a number of methodological challenges. This research illustrates how, by using a technology-bundled business net, the temporal fluidity of the network boundary and the associated processes and events that affect this can be understood. Abductive logic is applied in combination with the concepts of network positions and roles to analyze these processes and events. Empirical observations from a case study embedded in the optical recording media industry spanning the period 2001–2008 are used to illustrate the network dynamics resulting from technological change that drive the evolution of the focal net. The case illustrates that in order to decode network dynamics, a number of aspects need to be considered: how the network boundary is delimited, process, time, events and the conceptual lenses that can provide a basis for analyzing change.     

Company‐based education programmes: what's the pay‐off for employers?

This article addresses the question of whether company‐based programmes of education repay employer investment in terms of learning transfer to the workplace. Building on earlier work by the authors, we use an in‐depth longitudinal case study of a long‐standing programme of continuous education sponsored by the US‐based NCR corporation in Scotland. As educators, we expected to find that the programme would have been associated with positive outcomes, based on the belief that 'embrained' or formal, abstract knowledge can be transferred to the workplace. We were aware, however, that research in this area has not been promising in demonstrating learning transfer, in part because such a process is mediated by the quality of the transfer climate. Drawing on survey data and in‐depth interviewing of a sample cohort, we found that the programme of company‐based education had significant implications for learning transfer. Surprisingly, however, transfer climate had little influence on the willingness of employees to use their knowledge to make improvements or generate innovations at work. Finally, we found that these data supported situated learning theory, stressing the importance of tacit knowledge, informal learning, the communal nature of workplace learning and the difficulties in evaluating learning transfer. We believe that these results have important implications for the literature on the evaluation of HRD interventions, for human resource development (HRD) specialists interested in developing programmes of so‐called lifelong learning and for practitioners working in the area of organisational learning and learning organisations.     

The impact of suppliers' perceptions of reseller market orientation on key relationship constructs

A number of researchers have reported the positive benefits of creating and maintaining a market orientation. This study is one of the first to explicitly investigate the effects of market orientation within a channel context. It is proposed that a supplier's perceptions of a reseller's market orientation will positively affect the supplier's perceptions of certain key relationship marketing constructs. Data collected from 380 suppliers were used to test the hypotheses. All hypotheses were supported. Thomas L. Baker is an associate professor of marketing in the Cameron School of Business at the University of North Carolina at Wilmington. He was awarded his doctorate in 1990 from Florida State University. His research has been published in theJournal of Marketing, Journal of Retailing, Journal of Personal Selling and Sales Management, Journal of Business Research, and other journals as well as international, national, and regional proceedings. Penny M. Simpson is an associate professor of marketing and the David D. Morgan Professor of Marketing at Northwestern State University of Louisiana. She was awarded her doctorate in 1991 from Louisiana Tech University. Her research interests include channel relationships, market orientation, and advertising effectiveness. Her articles have been published in theJournal of Marketing, Journal of Academy of Marketing Science, Journal of Health Care Marketing, Journal of Business Ethics, Psychological Reports, and other journals and proceedings. Judy A. Siguaw is an associate professor of marketing at Cornell University, School of Hotel Administration. She was awarded her doctorate in 1991 from Louisiana Tech University. She has published in numerous journals, including theJournal of Marketing, Journal of Marketing Research, Journal of Strategic Marketing, Journal of Business Ethics, andIndustrial Marketing Management. She has also published many conference proceedings, including those for the Academy of Marketing Science, the American Marketing Association, and the European Marketing Academy.     

Democracy,sustainability and dialogic accounting technologies: Taking pluralism seriously

There is wide-ranging recognition of the need for “new accountings” that foster democracy and facilitate more participatory forms of social organization. This is particularly evident in the sustainable development and social and environmental accounting literatures, with calls for more dialogic forms of accounting. However, there has been very little consideration of how “democracy” should be approached; and, in particular, the implications of any particular model of democracy for the kinds of accounting technologies that might be advocated. This paper seeks to contribute to the theoretical development of dialogic accounting and focuses on the sustainability arena for illustrative purposes. It draws on debates between deliberative and agonistic democrats in contemporary political theory to argue the case for an agonistic approach to dialogics; one that respects difference and takes interpretive and ideological conflicts seriously. In recognition of the ways in which power intrudes in social relations so as to deny heterogeneity and privilege certain voices, it seeks to promote a broadly critical pluralist approach. To this end, the paper proposes a set of key principles for dialogic accounting and draws on ecological economist Peter Söderbaum’s work on positional analysis applied to an existing accounting tool – the Sustainability Assessment Model (SAM) – to illustrate how such an approach might be operationalized. The paper also discusses limitations of the dialogic accounting concept and impediments to its implementation.     

A Tale of Two Pizzas: Building Up from a Basic Product Versus Scaling Down from a Fully-Loaded Product

Consumers in the U.S. and Italy were asked to either build up from a consumable base product (pizza) by adding components or scale down from a fully-loaded product by subtracting components. In each country consumers ended up with significantly more ingredients, and a pizza for a higher cost, in the Scale Down Condition than in the Build Up Condition. Results are discussed in terms of the principle of loss aversion underlying phenomena such as the endowment effect, marketing implications of this effect, and future research needs.     

Music influences on mood and purchase intentions

Mood and emotional elements of advertising and consumer response have received increasing attention from practitioners and scholars in recent years. Among the various sources of mood induction is the frequently used practice of accompanying commercial messages with background music. This paper extends marketing's discussion of the role of music in influencing audiences, by using music theory to analyze and investigate the effects of music's structural profiles on consumers. The experiment's results indicate that music may have significant impact on audience moods and purchase intentions, without necessarily affecting intervening cognitions.     

Ethics and Ecotourism

The world's largest industry is trying to become environmentally sensitive, but is it succeeding? Judy Karwacki, currently working towards an MBA, has an MA in Political Studies; she runs a travel agency in Saskatoon and has a very strong personal interest in ecotourism. Colin Boyd is Professor of Management at the College of Commerce, University of Saskatchewan, Saskatoon, Sask., Canada S7N 0W0, and an Associate Editor of this Review.