Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities

Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our lens focuses on three levels of analysis: country, company, and consumer. Our country-level analysis emphasizes the heterogeneity in economic inequality across countries due to the considerable economic resources necessary for AI adoption. Our company-level analysis focuses on glocalization because while the hardware that underlies these technologies may be global in nature, their application necessitates adaptation to local cultures. Our consumer-level analysis examines consumer ethics and privacy concerns, as AI technologies often collect, store and process a cornucopia of personal data across our globe. Through the prism of these three lenses, we focus on two important dimensions of AI technologies in marketing: (1) human–machine interaction and (2) automated analysis of text, audio, images, and video. We then explore the interaction between these two key dimensions of AI across our three-part global lens to develop a set of research questions for future marketing scholarship in this increasingly important domain.     

Effects of state-sponsored human capital investment on the selection of training type

Since the 1990s, firms in Japan have reduced their human capital investment in the workplace to minimize costs. Moreover, in response to the increase in the number of non-regular employees and turnover rates, workers need to have greater incentive to make the self-motivated investment in themselves for their self-protection. In this study, we first estimate the effects of workers’ self-motivated investment in themselves on wage rates. Next, we explore who is likely to participate in which training type and accordingly estimate the effects of the self-motivated investment on wage rates by training type. Our estimates controlling for individual-level fixed-effects indicate that the return is significantly positive and particularly high for practical training related to workers’ current jobs, and regular workers tend to self-select these higher-returns programs, while non-regular workers are more likely to enroll in lower-returns programs, such as schooling. This trend in investment in oneself could potentially increase the wage inequality between regular and non-regular workers through the self-selection of training types. Our estimates reveal that receiving the training and education benefit raises the likelihood for workers to participate in a high-return training program regardless of whether they are non-regular or regular workers. This suggests that government benefits on self-investment change workers’ self-selection of training type and serve to promote practical trainings that lead to high returns.     

数量驱动或创新驱动：异质型人力资本对经济增长的机制演进

基于1987-2017年中国省际面板数据，运用SYS-GMM模型研究异质型人力资本对经济增长的影响。在区分高级与基本人力资本基础上，基于招生率和收入维度，从全局和阶段差异视角剖析异质型人力资本对经济提速的机制演进。研究发现：全局而言，两种测度下基础和高级人力资本各自以数量及创新方式驱动经济增长，并呈现以数量驱动为主，数量、创新双驱动的增长模式；从演进视角看，两种测度均表明，高级人力资本创新驱动是新常态阶段经济增长的核心动力，但相比旧常态阶段，基础人力资本数量驱动日趋弱化并呈异质性；进一步研究表明，产业结构、城镇化及开放程度均对创新驱动有不同程度激励效应，而城镇化是挤出数量驱动的主要推手。     

The Importance of Tax Adjustments When Evaluating Wage Expectations*

Using elicited expectations of future gross salaries, we evaluate characteristics causing German students to make larger or smaller estimation errors. While students seem to underestimate actual salaries by 18 percent, we show that these errors are highly attributable to misconceptions of the progressive income tax. Developing a suitable adjustment procedure, we correct students’ estimates and find that errors decline by 12 percentage points. Conducting regression analyses, we reveal strong connections with students’ age, gender, work experience, secondary school track, and knowledge about student loans. These results change notably if not controlling for students’ misconceptions of the tax system.     

How do hospitality entrepreneurs use their social networks to access resources? Evidence from the lifecycle of small hospitality enterprises

This study investigates entrepreneurs’ use of social networks to access resources during the conception, start-up, and consolidation stages of small enterprises in the hospitality industry in Sergipe State, Brazil. This study analyzes four cases of small hotel ventures, employing cross-case analyses to identify the patterns, similarities, and differences between the cases. The study findings highlight that, in the start-up stage, entrepreneurs access fewer resources, utilizing only family and friends, primarily as moral support. In the consolidation stage, entrepreneurs rely more on their weak links, accessing them with greater frequency. Mobilizing social networks is a dynamic process, and how entrepreneurs use these networks changes throughout the business-creation process. This is one of the first studies on how entrepreneurs use their social networks, especially in a developing economy.     

Designing awareness campaigns to counter human trafficking: An analytic approach

Human trafficking – the trade of persons for the gain of others – is a pervasive societal issue. Ongoing trafficking recruitment calls for targeted prevention strategies for individuals and communities at risk. Awareness campaigns, arguably the most common form of trafficking prevention, are intended to alert individuals to the tactics used by traffickers and provide them with practical strategies to avoid deception and exploitation. However there is a shortage of technical solutions regarding the analysis, impact assessment, and evaluation of alternatives related to implementing awareness campaigns. We present a resource allocation model that can be used to determine the allocation of funds that maximizes increases in trafficking awareness among at-risk populations. We apply this model to determine the allocation of a limited budget among different types of prevention programs in at-risk populations in Nepal. For each awareness campaign, we estimate a production function that relates the amount invested to the associated change in awareness. When allocating limited resources, decision makers must balance competing interests, and we illustrate the impact of three allocation policies on trafficking awareness. The model presented in this article is a first attempt to help decision makers evaluate how to allocate funds in the context of trafficking awareness.     

Small system dynamics model for alleviating the general practitioners rural care gap in Ontario,Canada

The disproportionate concentration of healthcare professionals in urban areas is a concern in many countries, including Canada. A need to address this rural care gap has driven a large number of government led initiatives worldwide over the years. This paper presents a model that can be used as a tool to examine the efficacy of such policies on the workforce distribution in the long term. A small system dynamics model is employed to simulate the current and future distribution of general physicians at a jurisdictional level. The model represents the transition of general practitioners to provide insight into the dynamics of care provision over time. The movement, and competition, between rural and urban areas is modeled to enable detailed exploration of the ability for proposed measures to alleviate the care gap in the future. Among the tested policies are such commonly used initiatives as financial incentives to rural professionals, promotion of medical education in rural areas, expansion of rural education programs and the engagement of international medical graduates etc. We demonstrate how the model can be used as a tool to determine an efficient and well-chosen combination of policies which can help alleviate the rural care gap in the future, given that some policies are more effective than others alone but also combined with other initiatives. The presented small system dynamics model is tested on Canada's reality, but its simple nature lends itself to easy application to other countries that experience a similar problem.     

企业创新资本与企业家创新资本联通性研究

在归纳厘清企业创新资本和企业家创新资本内涵的基础上，根据社会学研究中关于二元对立状态化解方法的理论，指出属于整体范式的企业创新资本和属于个体范式的企业家创新资本之间既非直接的相互替代关系也非单向促进影响关系，而是多维联通“二元同体”关系，进而构造出能够刻画两者关系逻辑的概念模型，以对两者间内在联通路径及相关作用机理进行探索性分析。     

The impact of foreign direct investment on productivity: New evidence for developing countries

We provide new empirical evidence on the relationship between inward foreign direct investment (FDI) and total factor productivity (TFP) growth using cross-country data for 51 developing countries over the period 1984–2010. Our results suggest a weak direct effect of FDI on TFP growth but, after accounting for the roles of human capital and institutions as contingencies in the FDI-TFP growth relationship, we find a robust FDI-induced productivity growth response dependent on these ‘absorptive capacities’. However, the relevance of the human capital contingency effect diminishes when the effect of institutions is also considered, which suggests that improving institutions is relatively more important than human capital development for developing countries to realise productivity gains from FDI.