Conceptualizing the Evolution and Future of Advertising

Technology has irreversibly changed the way that firms identify who is more likely to buy, what they are more likely to buy, when they are more likely to buy, why they are likely to buy, and how they are likely to buy, repurchase, and recommend. It is now easier than ever for firms to have a body of evidence in the form of actual insights, as opposed to having mere guestimates, on consumers' apparent intentions to buy. Power dynamics have changed in the marketing climate, and firms have to factor in not only aggressive competitors but also empowered customers with limited attention spans. In such a climate, what lies in the future for advertising? And how can marketing managers make the most of the changing climate and maximize their returns on advertising? How can academics advance research related to maximizing the effectiveness and efficiency of advertising? These are the questions that this article addresses via an integrated framework that expounds all the factors related to customers, firms, technological environment, and data resources, as well as the contextual factors, including product life cycle, customer life cycle, and so on, and their collective impact on advertising strategy, which includes advertising content, media selection, message, and targeting.     

Exchange market pressure and primary commodity – exporting emerging markets

This paper studies short-term sensitivity between exchange market pressure and various domestic and external factors in primary commodity-exporting emerging markets. The paper focuses on the top country-commodity groups in sugar, cereal, fuels, ores and coffee during the pre-peak and post-peak commodity price periods across floating and pegged exchange rate regimes, using the price of crude oil as a general benchmark. Employing a panel model and panel VAR analysis, the paper finds the heterogeneity of response patterns unique to country-commodity groups and exchange rate regimes. According to the results, in flexible regimes, volatility occurs via the foreign exchange market, interest rates, and domestic credit cycles, feeding into the social costs for structurally weaker economies. Hard exchange-rate pegs often result in a drain on international reserves as the terms of trade deteriorate following post-price peaks, leading to unpopular depreciation. These results accentuate concerns over uneven international trade patterns, an open economy’s short-term foreign exchange policy, and speculative capital flows. Such sensitivity has broad implications for macroeconomic balance and the sustainability of implied exchange rate targets in the presence of a foreign exchange constraint across emerging markets.     

Exploring the customer's intention to switch firms: The role of customer‐related antecedents

This study examined the customer‐related antecedents of the customer's intention to switch firms. Customer citizenship behavior was a key element in this study. Scholars have extensively studied the antecedents of customer citizenship behavior. However, the way that customer citizenship behavior relates to other attitudinal variables and the intention to switch has scarcely been analyzed. The proposed hypotheses were verified using partial least squares variance‐based structural equation modeling applied to 947 users of beauty care service firms in five countries. The results suggest that customer citizenship behavior is an antecedent of satisfaction, trust, and attitudinal loyalty. Two of these variables influence customers’ intentions to abandon relationships with the service provider. The implications of these findings enhance managers’ and scholars’ understanding of the determinants of customers’ intentions to switch firms.     

Dependence of the Russian defense industry on oil prices: Conversion

The article analyzes the impact of the collapse of world oil prices on the reduction of defense budget, production of weapons, innovative and personnel potential of the defense industry, and on country’s defense capability. Some proposals for the concept of structural changes in the defense industry have been formulated based on experience converting the defense industries in the Soviet Union, the United States, China, and France.     

Comparative assessment of state involvement in the economy in OECD studies

The role and features of state involvement in the economy have been analyzed based on the system of special indicators of the countries of the Organization for Economic Cooperation and Development (OECD). The change in the nature of state influence on the economic system in the geopolitical context that manifests at the national and international levels has been shown. The state uses various economic policy instruments, including soft power in the form of sanctions and countermeasures, which make it possible to strengthen its control of the economy. In the past two years, this tactic has manifested in Russia’s relations with Western countries.     

Traffic evacuation time under nonhomogeneous conditions

During many manmade and natural crises such as terrorist threats, floods, hazardous chemical and gas leaks, emergency personnel need to estimate the time in which people can evacuate from the affected urban area. Knowing an estimated evacuation time for a given crisis, emergency personnel can plan and prepare accordingly with the understanding that the actual evacuation time will take longer. Given the urban area to be evacuated, street widths exiting the area's perimeter, the area's population density, average vehicle occupancy, transport mode share and crawl speed, an estimation of traffic evacuation time can be derived. Peak-hour traffic data collected at three, midblock, Mumbai sites of varying geometric features and traffic composition were used in calibrating a model that estimates peak-hour traffic flow rates. Model validation revealed a correlation coefficient of +0.98 between observed and predicted peak-hour flow rates. A methodology is developed that estimates traffic evacuation time using the model.     

Richard H. Thaler — Wirtschaftsnobelpreisträger 2017

Richard H. Thaler was awarded this year’s Sveriges Riksbank Prize in Economic Sciences in Memory of Alfred Nobel “for his contributions to behavioural economics”. He studied systematic departures of human behaviour from the standard “homo oeconomicus” assumption. His famous work on boundedly rational behaviour considers both cognitive limitations and limited self-control. The cognitive limitations he studied are in particular the endowment effect, i.e. the observation that individuals assign a higher value to an object if they possess it, and mental accounting, a collection of theories regarding how individuals think about money. Furthermore, he provided path-breaking evidence on the nature of social preferences, which laid the groundwork for the development of several widely used economic theories incorporating altruism, fairness and reciprocity.