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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
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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
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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
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产品价格的确定不仅取决于生产成本 ,还应包涵服务成本。非价格竞争下 ,产品保修是售后服务的主要内容。本文运用更新报酬理论 ,建立了产品保修策略模型。模型表明 :在消费转型时代 ,只有引入产品的差异性、降低生产成本、提高产品质量、延长产品寿命、制订合适的保修策略 ,才能保障合理的厂商利润 ,有效刺激需求。 相似文献
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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
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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
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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
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不当得利制度发源于罗马法诉权,是民法中一项重要内容。构成不当得利有四个条件:必须一方获得利益;必须他方受到损失;必须受利益与受损失之间有因果关系;受益必须没有合法依据。 相似文献
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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