Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity

Sequels have become a profitable strategy in the U.S. motion picture industry because of their strong name recognition. However, while the established positioning of a sequel may help insulate it from competing firms' advertising messages, its familiarity may cause moviegoers to be more easily satiated with advertising from the sequel. Therefore, this study examines how sequels differ from original concept movies in terms of their ad effectiveness. We focus our analysis on pre-launch periods, given these periods' importance in shaping the financial outcomes of motion pictures. We consider the weekly online search volume of a movie as a measure of consumer interest in it, and thus as an intermediate response to pre-launch advertising. We then develop a model that assumes ad effectiveness can decline, due to copy and repetition wearout, and increase, due to forgetting, over time. We find that copy wearout is greater for original movies, while repetition wearout and forgetting are greater for sequels. These findings suggest that sequels should allocate more in early pre-launch periods and less immediately before release, relative to originals, to maximize pre-launch consumer interest.     

家族企业代际隐性知识的双向流动机制——基于跨代转型创业视角的多案例研究

经济转型升级背景下,仅继承家族既有隐性知识不足以实现家族企业跨代发展,继承人还需引入并逆向传递异质性隐性知识,从而借助父辈权威打破企业成长边界.利用多案例研究方法,通过对比分析三个中国家族企业的代际传承案例,识别并检验了跨代转型创业视角下家族企业隐性知识的双向流动性及内在传递逻辑,归纳了隐性知识在代际传承过程中的双向传递机制.研究表明,在保证传统的传承人向继承人传递隐性知识的前提下,跨代转型创业还有助于推动隐性知识的逆向传递,从而使继承人的管理思想得以在传承人的帮扶下融入家族企业,进而在两代人隐性知识相互调适和融合的情景下保障家族企业的成功传承和跨代成长.     

A hybrid information approach to predict corporate credit risk

This study proposes a hybrid information approach to predict corporate credit risk. In contrast to the previous literature that debates which credit risk model is the best, we pool information from a diverse set of structural and reduced‐form models to produce a model combination based on credit risk prediction. Compared with each single model, the pooled strategies yield consistently lower average risk prediction errors over time. We also find that while the reduced‐form models contribute more in the pooled strategies for speculative‐grade names and longer maturities, the structural models have higher weights for shorter maturities and investment grade names.     

略论构建农村信用社存款保险制度

防止出现信用社系统性挤兑风波和有效保护广大农村储户的利益是现实的问题.分析构建农村信用社存款保险制度的意义,提出构建该制度的基本思路.     

经济全球化对我国投资条约缔约实践的影响

经济全球化背景下国际投资规则呈现自由化、多边化的发展态势，中国在日益激烈的吸引外资的竞争中应该积极参与区域投资条约，制定参与WT0框架下多边投资条约的战略。     

我国企业大学存在的问题及对策

目前国内一些企业有了企业大学,但在筹建和发展过程中还存在许多问题。本文通过分析问题存在的原因,提出了相应的对策以提高我国企业大学的整体水平。     

通货紧缩仍将是2002年宏观经济主要特征

从近四年宏观经济运行情况看，我国当前的供大于求的矛盾不仅无法通过市场机制自然恢复平衡，而且很难通过政府增加公共支出，包括公共消费和公共投资来消除，走出通货紧缩困境的根本途径还是体制改革。     

组建煤炭工业大集团战略构想

组建煤炭工业大集团是为了落实十六大所提出的“通过市场和政策引导、发展具有国际竞争力的大公司、大企业集团”的战略方针，也是煤炭工业与世界接轨的必然要求，以及中国煤炭工业参与国际竞争走向世界的战略举措。为此，本刊特邀国务院发展与改革委员会能源局吴吟副局长就组建煤炭工业大集团之战略构想、阐述了自己的观点，高屋建瓴，对煤炭行业组建大集团具有一定的指导作用。     

Option Trading and the Intervalling Effect Bias in Beta

Prior studies show that the beta coefficient of a security changes systematically as the length of measurement interval is varied. This phenomenon, which is called the intervalling effect bias in beta, has been attributed to the friction in the trading system that causes the delays in the price-adjustment process. This study shows that option listing is associated with a decline in the beta intervalling effect bias. The decline is most pronounced for small firms. We also find that our sample firms grow significantly after option listing. Since prior research indicates that market value is a major determinant of the magnitude of the intervalling effect, we re-examine our results using a subsample that controls for market value. The results indicate that the decline in the beta bias from the pre-listing to post-listing period is still prevalent after we control for the change in firm size. Overall, the evidence is consistent with the notion that option trading reduces the delays in the price-adjustment process, which in turn reduces the intervalling effect bias in beta.