The Use of Different Endorser Types in Advertising: A Content Analysis of Magazine Advertisements

Most of the literature assumes that endorsements, particularly by celebrities, are a frequently used advertising strategy. However, no study has yet investigated the use of the different endorser types identified by academic literature. This study seeks to close this research gap by analyzing German print advertisements. It finds that endorsement strategy in general is used much less than academic literature assumes, and that the relative significance of the different endorser types is incongruent to expectations. Moreover, the data suggest that, contrary to the literature's assumptions, credibility is not the most important underlying construct for endorsement advertisements, the endorser type used is frequently determined by the product category that is being advertised, and campaigns based on authenticity and similarity are gaining considerable importance in advertising practice.     

Exploring heritage tourism performance improvement for making sustainable development strategies using the hybrid-modified MADM model

Industrial heritage tourism has become increasingly popular in recent years. However, strategies for improving the industrial heritage tourism development-related performances are still an underdeveloped research topic academically. Therefore, this study’s purpose is to explore the feasibility performance-improving strategies using a hybrid-modified multiple attribute decision-making (MADM) based on the DEMATEL technique in constructing the influential network relation map (INRM) and in determining the influential weights of DANP. Then, the modified VIKOR method is combined with the influential weights of DANP, performance gaps were identified, and then the most effective strategies for improving tourism development-related performance at industrial heritage sites can be generated using INRM. Finally, an empirical real case study of a rehabilitated gold-mining site of Taiwan is used to demonstrate the effectiveness of the hybrid-modified MADM model. According to the results, the decision-makers should highly prioritize improving high-priority criteria such as ‘social usefulness’, ‘resource integration’, ‘destination policy and development’, ‘economic development’, ‘cultural links’, ‘cultural learning’, and ‘natural landscape resources’ in advance to successfully achieving the aspired performance levels. Additionally, this study suggests meaningful industrial heritage tourism performance improvement strategies that have been rehabilitated throughout the world.     

高校新农村研究院：科技支撑乡村振兴的有效载体

[目的]较之前开展的新农村建设,乡村振兴战略是一种更高层次的发展手段和目标。文章旨在对高校新农村研究院推动乡村振兴的实践经验和困难问题进行梳理,分析背后的成因与制约因素,以期为以高校新农村研究院为抓手、从科技引领和支撑的角度推动乡村振兴战略的落地实施提供有针对性的建议。[方法]该文从协同创新理论出发,基于对沈阳农业大学新农村发展研究院的实地调研,采用文献梳理、归纳总结和定性分析等方法对高校新农村研究院为乡村振兴战略提供科技支撑的机理、模式、作用和困难问题进行了梳理。[结果]高校新农村发展研究院通过整合政府、高校、企业等多方资源,从技术协同、人才协同与理念协同3方面为乡村振兴提供了有效支撑。但目前各级政府对高校新农村研究院的作用地位还缺乏充分认识,存在财政支持不到位、技术推广激励与考评机制不完善等问题。[结论]整合各方科技创新资源,构建起各类主体跨界协同、不同技术集成应用、创新资源全链配置、关联产业融合发展的新型农业科技协同创新体系;进一步强化高校新农村发展研究院在农业科技服务中的主体地位,增强财政对新农村发展研究院的持续投入,改革高校农技推广人员职称评定与考核激励机制。     

产业集聚、市场集中对区域创新能力的作用——基于京津冀、长三角两大经济圈制造业的比较

产业集聚和市场集中是影响区域创新能力的重要因素。本文考察了京津冀、长三角两大经济圈制造业产业集聚与市场集中对区域技术创新能力的作用。实证分析结果表明：两大经济圈制造业集聚与市场集中均在一定程度上促进了区域创新能力的提升，但由于两大区域体制机制条件、创新环境、产业组织形态等不同，制造业产业集聚影响区域技术创新的程度、特征与路径也存在一定差别。两大经济圈应采取差异化集群发展方式，加快推进制造业集群升级，特别是应抢抓第四次工业革命发展机遇，提升制造业智能化水平，提升区域创新能力水平。     

中国区域农业科技资源配置能力及比较优势研究*——基于省级农业科学院视角

[目的]通过测算各地区农业科技资源的配置能力,分析其比较优势并找出不足以便弥补差距,促进各区域农业科技配置能力的提高,为各地区农业经济的发展提供支持。省级农业科学院作为各省市规模最大、综合实力最强的农业科研机构,是农业科技创新的重要主体之一,分析其科技资源配置能力具有重要的现实意义。[方法]基于2009—2016年相关数据,遴选了有代表性的评价指标体系,运用突变级数法计算农业科技资源配置能力,运用NRCA模型定量分析农业科技资源配置效益的比较优势。[结果]山东农业科学院科技资源配置能力位居全国第一,甘肃、江苏、青海农业科学院分别在农业科技人力、物力、财力资源方面具有明显的比较优势。[结论]省级农业科学院科技资源配置能力区域差异十分明显,但区域格局变化不大,且大致与各地区经济实力相吻合;农业科技资源配置能力较高的农业科学院大多在农业科技物力资源配置效益方面具有比较优势,在农业科技人力、财力资源配置效益方面不具备比较优势。     

Technologies in caregiving: professionals’ strategies for engaging with new technology

This article explores the adoption of new technology in organisations that provide senior citizen care. Inspired by Niklas Luhmann’s systems theory, we study how technology reduces complexity by identifying client needs and ensuring predictability in service delivery. However, how technologies are adopted in practice is not determined by technology since it is also structured by care-workers' continuous decision-making. Against this backdrop, we explore how technologies alter the conditions for decision-making in two settings of elderly care, and we describe how care workers seek to adapt technologies to their practical needs as well as conception of care ethics. Developing a systems theory approach, the article eschews a priori assumptions of technological constraint on care-workers’ professional autonomy, offering a more open-ended exploration of diversified strategies for coping with new technology. Our case studies show that employees develop diversified strategies for technology adoption, including both non-usage, heated resistance, excessive embrace, and creative adaption.     

When natural resources run out,market knowledge steps in: Lessons on natural resource deployment from a longitudinal study in a resource-scarce region of Ethiopia

With the increasing scarcity of natural resources, the ability to maintain quality standards during resource-scarce times becomes more critical for business performance. Theories on managing resource scarcity cannot be easily tested in contexts where resources are still abundant. This study therefore turns to an emerging market context in which natural resource availability naturally varies strongly between seasons, namely, that of Ethiopian pastoralists who for many generations learned to adapt to natural resource scarcity. Central to our theory is the natural resource deployment capability, which is the ability of a business to make efficient and effective use of available resources to maintain business performance during resource-scarce times. Using three-wave longitudinal data from 120 pastoral family-based livestock businesses, the study shows that when resources are scarce or extremely scarce, market knowledge helps to better deploy the scarce natural resources, leading to higher product quality. The findings imply that businesses with a better understanding of markets have stronger natural resource deployment capability. The lesson for businesses that are confronted with approaching resource scarcity is therefore to strengthen their ability to deploy resources efficiently and effectively by strengthening their market knowledge in which such capability is rooted.     

一般竞争战略理论论战、观点流派与研究展望——从割裂到融合

一般竞争战略理论对企业战略决策具有广泛而深远的影响。学者们对一般竞争战略的割裂观和融合观一直争执不休，众多研究呈现出多角度、多证据、结论矛盾和研究混乱的局面。文章通过对相关理论回顾和梳理，揭示出一般竞争战略理论割裂观存在的问题和困境，呈现融合观的理论与实证证据，提炼出混合战略的三个流派，并揭示混合战略研究的脉络和趋势。文章揭示出融合是竞争战略的趋势，实现不同战略类型的融合和竞争战略的多维体系构建，有助于厘清竞争战略研究的混乱和矛盾，打破根深蒂固的“骑墙战略”禁区思维，为企业的战略决策提供系统和多维的视角，并推动一般竞争战略从割裂化向融合化演进，特别是对现阶段的中国企业战略制定具有重要意义。     

造价咨询企业全过程造价管理咨询服务分析

随着当前社会的不断发展,各行业都在有所改变,造价咨询企业也有着很大的进步。随着投资主体越来越丰富,那么全过程造价管理咨询已经逐渐地成为造价咨询行业的重要服务内容。论文先了解全过程造价咨询内容,再说明造价咨询企业全过程造价管理咨询服务的具体实施策略,为相关研究人员提供参考。