艾维商学院互动创造价值

我国自加入世界贸易组织后，城市物流用车方面正逐步与国际接轨。交通部于2001年制定计划，要用5-8年的时间实现无裸露运输。与经济发达国家相比，我国城市物流用车的差距是非常明显的。特别是我国“非典”疫情过后，引起了各行各业的反思，其中也包括城市物流。裸露运输不仅仅会造成诸如环境保护等方面的问题，     

Attributions of blame following a product-harm crisis depend on consumers’ attachment styles

This research examines consumers’ attachment styles as a predictor of attributions of blame following a product-harm crisis. Though the interpersonal attachment literature suggests that consumers with the secure attachment style should attribute the least amount of blame to the brand, we introduce a novel and seemingly contradictory hypothesis. Because of the unique nature of brand relationships, we hypothesize that consumers with the fearful attachment style will attribute the least amount of blame to the brand. In an experiment, we find support for both hypotheses. Further, we find that these effects occur via different mechanisms. Whereas the secure attachment style decreases attributions of controllability, the fearful attachment style decreases attributions of stability. Though many relationship tendencies have been transferred from the interpersonal domain to the consumer domain, our findings remind researchers that brands are a distinct type of relationship partner.     

艾维商学院 多品牌经理制度应该慎行

品牌是现代商业的一个不可或缺的部分。这的确是真实的，很大程度上是因为品牌在吸引顾客上具有奇特的效应。     

艾维商学院必须重组中印市场战略

上世纪90年代时，跨国企业董事会的问题是：“我们的中国战略是什么？”最近．这一问题已变成：“我们的印度战略是什么？”现在，企业应该问：“我们的中印贸易战略是什么？”     

Fruit and Vegetable Consumers’ Behavior: Implications for Organized Retailers in Emerging Markets

The authors attempt to understand selected behaviors of fruit and vegetable consumers of mid-sized cities of a developing economy, which are important for any retailer to appreciate. The study was carried out in two mid-sized cities of the Orissa state of India with 100 respondents by using the specially developed questionnaire. Statistical tools were used to analyze the data. The study revealed that vegetables are consumed in greater quantity and purchased more frequently than fruits. Consumers attached more importance to credence attributes than to search and experience attributes while making their purchase decisions. Family income and consumers’ education were found to have significant influence on the consumers’ willingness to pay for graded and packaged products. Organized retailers can take cues from the findings of the study to decide about location, nature and quality of assortment, and their marketing strategies.     

Having Arrived: The Homogeneity of High‐Growth Small Firms*

This study explores the homogeneity of small firms that have achieved and sustained high growth. Using a recent population of the 50 “Best Managed” Canadian firms identified as achieving high business growth for three or more consecutive years, firm homogeneity in terms of current management challenges is analyzed. In contrast to the rich body of literature available regarding the heterogeneity of managerial challenges and patterns during small business growth and development, this study finds that once small businesses begin to sustain high growth, their reported management challenges converge. We find that, controlling for location and performance, the high‐growth small firms in our population experience similar management challenges regardless of the specific firm size, revenue level, or industry. Our results challenge the “received wisdom” that suggests the managerial challenges faced by small firms during their business growth and development always vary. Management implications and future research directions are discussed.     

Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites

We use the context-general and context-specific factor approach to examine the generalizability of satisfaction and loyalty models across two disparate online contexts—online retailing and content site browsing. Our conceptual models include the moderating effects of user-characteristic Web expertise, besides main effects of Web site factors and Web expertise. Results indicate that satisfaction and loyalty judgments are sensitive to both context-general and context-specific determinants, as well as to some interactions between them. Among context-general determinants, ease of use and customer service are positively related to satisfaction, Web community to loyalty, and Web expertise to both satisfaction and loyalty. Flow, a context-specific determinant, has a significant positive effect on satisfaction alone; security affects loyalty alone; and fulfillment/reliability and information quality are significant predictors of both satisfaction and loyalty. The results show that Web expertise moderates the effect of ease of use on satisfaction. The study contributes to marketing theory and practice by identifying satisfaction and loyalty mechanisms that are potentially generalizable across the two online contexts and providing a guiding framework for simultaneous consideration of context-specific and context-general factors in future research.     

Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations

Brand crises, defined as well-publicized claims of unsubstantiated or false brand propositions can do severe damage to brands. Yet, the damaging effects of brand crises may not always be uniform. In other words, the effects of crises may be subject to moderators such as the relevance of the crisis to the brand and brand familiarity. We propose a framework that helps us understand the effects of brand crises on consumers' brand evaluations. We test the hypotheses that crisis relevance interacts with familiarity in its effect on brand evaluations, and that this effect is mediated by perceptions of the seriousness of the crisis. Results from two experiments support these predictions.     

The Signaling Impact of Low Introductory Price on Perceived Quality and Trial

Economic signaling theory suggests that consumers interpret price withinthe context of market conditions. Under specific conditions it predicts thatlow price may signal high quality. Results from an experiment designed totest the behavioral assumptions underlying this prediction indicate thatconsumers intentions to purchase conform to the predictions of economicsignaling theory, but their judgments of product quality do not. The resultssuggest that consumers' response to signals may be more complex thanpreviously shown.     

The Attitude of Indian Youth Toward Nutrition: Factors,Segments, and Implications

Although consumers’ attitude toward healthy or nutritious foods has been studied, factors affecting attitude have not been sufficiently studied. This study deals with the factors affecting the attitude of Indian youth toward nutrition. The article also attempts to segment youth consumers on the basis of their attitude. The responses of 379 youths to the specifically developed questionnaire were subjected to principal component analysis to identify attitudinal factors and to delineate the segments of youth cluster analysis. Discriminant analysis was performed to establish the differences among segments. Five factors, namely “not sure,” “volume consciousness,” “costly but willing to pay,” “healthy homemade,” and “taste and practical,” were identified as having influence on youths’ attitude toward nutrition. Marital status, gender, and cities where youths have spent their last 5 years had significant influence on those attitudinal factors. Based on the varying importance of different attitudinal factors, consumers were categorized in three distinct segments. Based on the findings of the study, different management interventions can be planned to increase the intake of nutritious food by the youths of different segments.