Relationship marketing of services—growing interest,emerging perspectives

Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed before it reaches maturity. A baker’s dozen of researchable questions suggests some future directions. holds the J. C. Penney Chair of Retailing Studies, is a professor of Marketing, and is director of the Center for Retailing Studies at Texas A&M University. He is a former national president of the American Marketing Association. His research interests are services marketing, service quality, and retailing strategy. He has published numerous journal articles and books, includingDelivering Quality Service: Balancing Customer Perceptions and Expectations (Free Press, 1990),Marketing Services: Competing Through Quality (Free Press, 1991), andOn Great Service: A Framework for Action (Free Press, 1995).     

External bargaining versus internal manipulation: A theory of managerial delegation

Does the competition mode influence the delegation decisions of the firm owners? By constructing a vertical negotiation game model, we find that under Cournot competition in the downstream market, the downstream firm's owner will not choose delegation, whereas under Bertrand competition, the downstream firm's owner will choose delegation. If the product substitution is relatively large, the adoption of delegation management by the owners of downstream firms under Bertrand competition will bring higher profits. It further shows that compared with the situation of no delegation, delegation management may reverse the social welfare ranking under Bertrand and Cournot competitions.     

Economic performance and “frontier” efficiency: A product life-cycle approach

We propose to introduce some economic performance variables of the firms and relate these with the corresponding frontier efficiency measures of 13 industries of the Belgian manufacturing sector in 1978. In order to find groups of similar firms by applying a cluster technique, we assume that this relationship is of a product life cycle nature.In the light of the product life cycle scheme itself and variations of it we can consider the possible explanatory variables of technical inefficiency in each group of firms as sources which intensify or slow-down the economic performance of the firm under consideration. Some cautious characterization of the top and bottom level clusters is formulated and linked to the efficiency issue.This paper was processed by N. R. Adam     

The Effects of Public Ownership and Regulatory Independence on Regulatory Outcomes

We examine the effects of public ownership and regulatory agency independence on regulatory outcomes in EU telecommunications. Specifically, we study regulated interconnect rates paid by entrants to incumbents. We find that public ownership of the incumbent positively affects these interconnect rates, and suggest that governments influence regulatory outcomes in favor of incumbents in which they are substantially invested. However, we also find that the presence of institutional features enhancing regulatory independence from the government mitigates this effect. In order to study regulatory independence, we introduce a new cross-country time-series database—the European Union Regulatory Institutions (EURI) Database. This database describes the development of institutions bearing on regulatory independence and quality in telecommunications in the 15 founding EU member states from 1997 to 2003 *We thank Laurent Pipitone for superb research assistance. Geoff Edwards thanks the Sasakawa Foundation and the Institute of Management, Innovation and Organization at the Haas School of Business for generous financial assistance, and London Business School for non-financial support. Leonard Waverman thanks the Global Communications Consortium for support     

Spark innovation through empathic design

Companies are used to bringing in customers to participate in focus groups, usability laboratories, and market research surveys in order to help in the development of new products and services. And for improving products that customers know well, those tools are highly sophisticated. For example, knowledgeable customers are adept at identifying the specific scent of leather they expect in a luxury vehicle or at helping to tune the sound of a motorcycle engine to just the timbre that evokes feelings of power. But to go beyond improvements to the familiar, companies need to identify and meet needs that customers may not yet recognize. To accomplish that task, a set of techniques called empathic design can help. Rather than bring the customers to the company, empathic design calls for company representatives to watch customers using products and services in the context of their own environments. By doing so, managers can often identify unexpected uses for their products, just as the product manager of a cooking oil did when he observed a neighbor spraying the oil on the blades of a lawn mower to reduce grass buildup. They can also uncover problems that customers don't mention in surveys, as the president of Nissan Design did when he watched a couple struggling to remove the backseat of a competitor's minivan in order to transport a couch. The five-step process Dorothy Leonard and Jeffrey Rayport describe in detail is a relatively low-cost, low-risk way to identify customer needs, and it has the potential to redirect a company's existing technological capabilities toward entirely new businesses.     

ACTION,AGENCIES, ADVOCACY,AND ANALYSTS1

Generally speaking, human beings dislike admitting flaws in their actions. The complexities of regional development provide ample opportunity for flawed action. As public intervention in the process of economic and social development is on the upswing, serious attention must be paid to evaluations in order to minimize flaws in the programs. This paper examines three constraints to evaluation: friction generated by data collection; absence of precise goals and modus operandi coupled with continuous program modification; and role conflict within the evaluation team. The difficulties with data lie in the definition of regional boundaries and hostility of the people resulting from normlessness and government involvement. Regional survey research centers are suggested to mitigate the problem. The second conistraint exists because of the sensitivity of program administrators to critical evaluation. They react with vague, general, and illusory goals, discounting and negation of results, and the concept of a pilot study from which “lessons learned always justify a program.” Long-run conditioning and public relations may be the only effective policies to relieve this constraint. The third constraint of role conflict has always existed but is particularly important when changes in programs derive from their evaluations. The solution is for our professions to insist on full public disclosure of results coupled with triyearly turnover of evaluation personnel. De façon générale, les humains détestent avouer leurs fautes. he dévelop-peraent régional étant trés complexe, beaucoup ?actions enterprises pourront s'avérer défectueuses ou néfastes. intervention publique dans le processus de développement économique et social se faisant peu fréqtiente, une attention spéciale et constante doit être apportée aux évaluations visant. à minimiser les erreurs dans les programmes. Cet article eiamine trois contraintes propres à?évaluation: obstacles crées par la cueilette des données; absence de buts prés et de modus operandi joints à une modification continuelle du programme; et conflit de rôle dans ?équipe ?évaluation. Les difficultés avec les données sont liées à la délimitation des régions et à?hostilityé des gens résultant de ?absence compléte de normes et de ?ingérence gouvernementale dans la vie privée. Pour résoudre le probléme, on suggére des centres ?enquétes et de recherches régionaux. La seconde contrainte vient du fait que les administrateurs de programme sont sensibles à une évaluation critique. lis répondent avec des buts vagues, généraux et illusoires; Us ne nient pas les résultats mais n'acceptent pas le concept ?une étude pilote óu “Les resultats obtenus justifient toujours un plan ?amélioration.” Un conditionnement à long terme et des relations extérienres peuvent être les settles politiques efficaces pour parer à cette contrainte. La troisiéme, due au conflit de rôle, a toujours existé mais elle est particu-liérement importante quand les modifications de programme dérivent de leurs évaluations. La solution serait que les associations professionnelles insistent sur une divulgation compléte des réstultats au public ainsi qu'un renouueUement du personnel ?évaluation tous les trois ans.     

The Political Economy of Policy Vacuums: The European Commission on Demographic Change

ABSTRACT

Supranational organisations can only confront politico-economic issues that are recognised as important. Typically, issues gain recognition either when they provide an external shock to the system, shaking political actors into action, or when they are framed as important in policy networks concerned with developing the appropriate scientific approach. Ideally political and scientific actors align in creating pressures to recognise the issue as salient and to mobilise organisational responses. Issues differ in their capacity to be driven by both political and scientific pressures, creating crisis management, technocratic, and reform agenda outcomes. Here we explore a further variation, where pressures around an issue are insufficient, creating a policy vacuum. We examine one such policy vacuum in Europe: demographic change. This issue belongs to no particular Directorate-General in the European Commission, but is subject to policy frames from DG EMPL and DG ECFIN. Without sufficient political and scientific pressures, no particular policy position is occupied and advocated despite recognition of the issue’s importance. We discuss the role of policy vacuums and the need for their identification in political economy research.     

Mixed oligopoly, optimal privatization, and foreign penetration

This paper examines the impact of foreign penetration on privatization in a mixed oligopolistic market. In contrast to the simple framework of single domestic market with foreign entry by entry mode of foreign direct investment (FDI) or exports, our result shows that government should increase the degree of privatization along with increasing proportion of domestic ownership of multinational firms. Furthermore, we show that an increase in domestic ownership of multinational firms raises all domestic private firms' profit and social welfare, while it may either increase or decrease public firm's profit. With the aid of numerical example, intensive competition from private firms in general will enhance the degree of privatization gradually; in particular, the degree of privatization is lower in the presence of multinational firms.     

Does technology licensing matter for privatization?

In mixed oligopolies, technology licensing from a cost‐efficient firm to a cost‐inefficient firm has been widely observed. This paper examines the relationship between privatization and licensing (by public or private firms) with the consideration of either a domestic or a foreign private firm. We find that (a) in the case of a domestic private firm, public licensing facilitates privatization, but private licensing hinders privatization; (b) in the case of a foreign private firm, both public and private licensing facilitate privatization. Our results yield important policy implications on privatization.