Going for gold: Investigating the (non)sense of increased advertising around major sports events

Major sports events draw unsurpassed media attention. Companies are motivated to increase their advertising investments around these events to reach large audiences in a short period. Is such an advertising surge actually beneficial though, or should companies avoid advertising in these periods because of negative effects of competitive interference? This study investigates when consumer packaged goods companies should invest in advertising to increase sales: before, during, or after the event or outside these event periods. The author estimates short- and long-term own- and cross-advertising elasticities for 206 brands using four years of weekly data. Although considerable heterogeneity exists across brands, own-advertising effectiveness diminishes especially before and during major sports events, in both the short and the long run. In addition, brands benefit less from category-demand effects through competitors' advertising. Conversely, greater increases in advertising spending resulting in significant growth in share of voice around focused, single-sport events are a successful strategy to overcome this overall general negative trend.     

西方中央银行沟通视角下的预期管理研究：渠道、手段及效果

近年来,中央银行沟通成为一种新型的货币政策工具。基于中央银行沟通视角,分析西方国家在预期管理中的渠道、手段及效果,结论表明中央银行沟通有助于预期管理。借鉴西方国家沟通经验,提出中央银行的有效沟通,需要中央银行独立性及问责制作保障;重视沟通的规律性,强调沟通信息的清晰和准确;注重对宏观经济运行认识水平,提高公众的经济学素养。     

What drives the effectiveness of industrial clusters? Exploring the impact of contextual,structural and functioning determinants

This study examines how contextual, structural and functioning characteristics of industrial clusters influence their effectiveness. We develop a conceptual framework that identifies potential influencing factors, validate the factors statistically, and estimate the factors’ impact on cluster effectiveness. Our results show that among the important determinants of cluster effectiveness are long-term planning security and procedural trust among the cooperating firms (contextual conditions), formalized rules and sustainable structures (structural elements), and clear goals and tasks (functioning characteristics). However, the results also reveal that some determinants assessed as important in the literature do not seem to have a positive impact on effectiveness. Our results not only modify general assumptions in cluster research concerning the drivers of cluster effectiveness, but also assist firms and policy-makers in conceptualizing successful new clusters.     

Visual attention toward tourism photographs with text: An eye-tracking study

This study examines consumers' visual attention toward tourism photographs with text naturally embedded in landscapes and their perceived advertising effectiveness. Eye-tracking is employed to record consumers' visual attention and a questionnaire is administered to acquire information about the perceived advertising effectiveness. The impacts of text elements are examined by two factors: viewers' understanding of the text language (understand vs. not understand), and the number of textual messages (single vs. multiple). Findings indicate that text within the landscapes of tourism photographs draws the majority of viewers' visual attention, irrespective of whether or not participants understand the text language. People spent more time viewing photographs with text in a known language compared to photographs with an unknown language, and more time viewing photographs with a single textual message than those with multiple textual messages. Viewers reported higher perceived advertising effectiveness toward tourism photographs that included text in the known language.     

基于提高评审有效性的航天型号评审研究

基于提高评审有效性对航天型号评审进行了研究,主要针对航天型号评审进行了调研,总结在调研过程中发现的问题,并在此基础上提出了航天型号评审工作的改进措施。     

高职院校《计算机平面设计》课程教学的探讨

从计算机平面设计课程特点和职业教育需求角度,对计算机平面设计课程教学进行探讨。提出依据不同因素对课程教学进行定位,确定教学内容、教学方法和教学模式。在课程教学方案实施过程中,树立正确的课程教学观念,整合教学内容,综合运用不同的教学方式。在教学效果评价方面建立校内评价和校外评价相结合兼顾认证竞赛成绩的五环式综合教学效果评价机制。     

甩挂运输经济效益的定量计算

从实现甩挂运输经济效益的概念理解、前提条件、定量计算和辩证思考四个方面对其进行探讨,其中重点是通过将甩挂运输与普通的公路运输组织形式进行比较来定量计算其经济效益,即甩挂运输所创造的相对高于普通公路运输的经济效益。具体将甩挂运输的经济效益分作车辆购置与运营固定成本效益、车辆运用效益、装卸转运与包装成本效益、运输站场成本效益、人力成本效益、其他效益六个方面,参照了集装化运输的经济效益计算方法,通过与普通公路运输经济效益作差算得。通过将甩挂运输的经济效益内容分类并进行定量计算,以达到对其更具体深入的认识,为进一步提高经济效益提供更有针对性的参考。     

The influence of contractual and relational factors on the effectiveness of third party logistics relationships

Outsourcing has become popular in both management literature and practice, but few studies have examined the effects of two important and potentially complementary elements – contractual and relational elements – on the effectiveness of logistics outsourcing relationships. It is theorized that contract formality, the thoroughness of contract negotiations, trust and commitment increase the effectiveness of 3PL provider–client relationships. For empirical validation a survey was carried out in the 3PL industry among both 3PL providers and clients. Using PLS path modelling, we observed that for both LSPs and clients, contract formality, trust and commitment are all positively related to relationship effectiveness. The results for negotiation thoroughness are mixed. The model explains 59% (LSPs) and 60% (clients) of the variance in relationship effectiveness. It is concluded that both ‘hard’ contractual aspects and ‘soft’ relationship aspects are important for effective supply chain collaboration. Theoretical and managerial implications are provided.     

A review of research on personality in teams: Accounting for pathways spanning levels of theory and analysis

Over the last half century there has been a great deal of interest in the role of personality in teams. In this article we review the theoretical and empirical research on this topic to summarize what we have learned and also to provide a foundation for future research necessary for application of this knowledge to human resource management decisions. We describe research that emphasizes both team- and individual-levels of analysis and theory, and we discuss recent efforts that attempt to bridge these two levels. We conclude by identifying several issues that should take precedence in research in order to advance our understanding of the role of personality in teams.