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1.
《International Journal of Research in Marketing》2022,39(4):1019-1041
Are service brands constrained in launching new service offerings? Both research evidence and managerial wisdom suggest brands should extend to similar categories. However, in five studies using real-life brands - four experiments and one large-sample survey - we provide evidence that similarity is less of a constraint for service brands extending to other service categories (service-to-service extensions), compared to cases involving parent brands or extension categories of a product nature. Importantly, we demonstrate that such an effect occurs because service brands possess associations relevant across the spectrum of service categories. Our results suggest that service brand managers have the opportunity to stretch their brands to dissimilar service offerings; yet, they need to ensure the marketing execution does not make the brands’ service associations inaccessible to consumers. The findings suggest that even product brands can build service associations by adding service components to their offering, thus becoming “servitized” and better able to extend to dissimilar service categories. Overall, our work contributes to the academic debate documenting that the principles governing the management of product vs. service brands are not identical. 相似文献
2.
The theorization of the relationship between organizational investments in career development and individual success remains underdeveloped, and empirical tests of this relationship, which have been dispersed among several disciplinary areas, have produced inconsistent results. Addressing these issues, the purpose of this article is to propose a theoretical framework that illustrates why and how organizational career management practices translate into career success and under what circumstances the relationship is effective. Using a systematic review of empirical studies on career management practices and objective success, we identify three theoretical mechanisms - developmental, informational, and relational - and two groups of contingency factors that explain this relationship. Our framework advances the extant literature on organizational career management and provides suggestions to companies for designing effective career management systems. 相似文献
3.
建筑企业实施供应链管理的关键因素 总被引:9,自引:0,他引:9
首先介绍了建筑企业实施供应链管理的必要性,然后分析了建筑供应链的特征,在此基础上论述了建筑企业实施供应链管理的九个关键成功因素,从而为建筑企业有效实施供应链管理提供依据。 相似文献
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5.
董诗连 《中国农业资源与区划》2008,29(4):49-52
该文对管前镇"一村一品"发展现状及特点进行全面分析,总结出值得借鉴的成功经验与做法,得出发展"一村一品"经济是解决"三农"问题的突破口,拉动农村经济结构调整等5项启示,为大力推进农业和农村经济,促进农业增效和农民增收服务。 相似文献
6.
我国商业银行私人银行业务的发展现状与对策 总被引:1,自引:0,他引:1
随着我国富裕阶层队伍的不断壮大,我国私人银行业务显示出巨大的市场潜力,中外银行因此展开了激烈的竞争。但是,我国商业银行发展私人银行业务也面临着诸多制约因素。因此,我国商业银行应在市场细分、产品的研发与创新、品牌建设、组织架构、专业人才的培养、外部环境建设等方面采取切实措施,以促进私人银行业务的发展 相似文献
7.
Demarketing as a differentiation strategy 总被引:1,自引:0,他引:1
Demarketing discourages consumers from buying. This paper shows that demarketing can be a profitable alternative when differentiation through product improvements is not cost effective. The impact of differentiating demarketing on profit, market share, consumers, and total welfare is investigated.This research began while Hess was visiting MIT's Sloan School of Management and was finished while visiting University of Haifa; he thanks both for their support. 相似文献
8.
Chris Holmes Author Vitae Mike Ferrill Author Vitae 《Technological Forecasting and Social Change》2005,72(3):349-357
In order to aid Singaporean SMEs identify and select emerging technologies for business benefit, a modified process of the Cambridge T-Plan methodology has been introduced and applied to a pilot sample of 30 companies in a variety of manufacturing sectors. This fast and simple process takes the company through five key steps to enable them to create their first Operation and Technology Roadmap (OTR). The paper explains the background to the approach and focuses on the initial benefits identified by a survey of the pilot companies. 相似文献
9.
While conjoint analysis has been applied in a wide variety of different contexts in Marketing, most applications fail to explicitly consider retaliatory reactions from competitors. In this paper, a methodological extension is developed for conjoint analysis by explicitly modeling competition in a game theoretic context. The Nash equilibrium concept is employed to model competitive reactions to produce design, and its implications for reactive product strategies are discussed. The optimal product design problem for each firm is formulated as a nonlinear integer programming problem, which is solved via a specialized branch and bound method combined with a heuristic. In order to compute a Nash equilibrium, a sequential iterative procedure is proposed. The proposed procedure is illustrated under several scenarios of competition using previously published conjoint data.This research has been supported by the Henry Rutgers Research Fellowship, Rutgers University. 相似文献
10.
The neutral architecture of the Internet is being challenged by various parties, such as network operators providing the connections to end-users, who are interested in gaining control of the information exchanged over the Internet. What are the effects on competition and welfare of such practices? Currently, there exists very little economic theory on network neutrality. This paper provides a preliminary analysis of the type of economic modeling that can address network neutrality, as well as of the type of results that can be expected. 相似文献