自主创新的品牌经济学研究

科技开发不是自主创新的目的，而是创建品牌的手段。只有创建新的品类级品牌，我国才能在过剩的市场竞争中摆脱价格竞争，进入良性循环。为此，本文对品牌的经济学属性进行了理论分析，认为在价格一定的情况下，通过提高品牌品类度，采取精确的品牌策略，厂商不仅可以获得盈利的短期均衡，而且可以获得持久的长期均衡。而要提高品类度，关键是采取与对手品牌所在品类相反的分异方向，这就需要在自主创新战略中．实施以品牌品类创新为导向的品牌工程．     

基于品牌社群的消费价值研究

理解基于品牌社群的消费价值是品牌社群营销成功的关键。本文首先结合价值性质和价值方向两个角度构造了一个四维消费价值矩阵模型的假设，之后开发一个量表，并先后利用EFA和CFA对该假设进行规范的实证分析，得出财务价值、形象价值、服务价值、社交价值等四大因子。文章最后阐述了四种价值的含义及营销应用，并指出了研究局限性与未来方向。     

开拓创新 奉献名牌——访中国石化集团江汉石油管理局第三机械厂厂长黎明

中国石化集团江汉石油管理局第三机械厂（以下简称三机厂）总部坐落于九省通衢之都武汉市风景秀丽的东西湖区吴家山国家级台商投资开发区,占地面积近6万m^2。     

Institutionalization of Tipping as a Source of Managerial Control

This paper explores, investigates and analyses the rationale, approach and outcomes of the attempts by management to control the behaviour of front–line service workers through the institutionalization of customer tipping. It presents evidence generated from an in–depth case study of a highly successful UK restaurant group to suggest that the management of tipping is a way of controlling the behaviour of front–line service workers. However, rather than view such control as purely exploitative and one–sided, it is argued that there is a degree of 'mutual instrumentality', in that the findings suggest that workers voluntarily and consciously submit to subjugation for purely instrumental benefits.     

Bottom of the Pyramid as a Source of Breakthrough Innovations

In this paper, I identify the bottom of the pyramid (BOP) markets as a new source of radical innovation. By focusing managerial attention on creating awareness, access, affordability, and availability (4As), managers can create an exciting environment for innovation. I suggest that external constraints can be utilized to build an innovation sandbox within which new products and business models can be created. Using a live example of such an innovation—the development of the biomass stove for the rural poor in India—I illustrate the process and the usefulness of the approach. Increasingly, global firms are recognizing the implications of innovations at the BOP for developed markets as well.     

综合管理体系认证是提升品牌价值的重要策略

一体化综合管理体系是体系认证的发展趋势，不但能减少重复劳动、降低资源消耗，还能提高企业综合管理水平。对提升企业品牌价值，扩大市场份额，提高顾客满意度具有显著效果。     

创造中国人的世界性品牌

中国纺织服装企业家面临全球一体化带来的前所未有的机遇和压力,比任何时候都能够感受到自身与世界发展潮流的密切关系.那么,在中国纺织服装企业未来的成长过程中,如何运用文化利器,找到发展坐标,如何制订品牌文化战略,塑造本品牌文化在社会中的主流性,并赢得最终的竞争,成为当前中国纺织服装企业必须面对的课题.中国纺织杂志期望通过核心企业案例的现身说法,引起企业家们的思辩、争鸣.     

创中国品牌展览

通过展览市场的分析,中国展览要走品牌化之路。企业和政府将如何打造中国品牌展览。     

树立形象 打出品牌--上海新七浦市场运作高招叠出

做 生意图的是赚钱，在投入了 相应的人力、物力、财力后，争取获得利润的最大值无疑是商家追逐的目标。问题是，机遇往往是与风险并存的，要想马到成功，心想事成，唯有凸显自身优势，树形象，打品牌，才能促进效益提高，这方面上海新七浦服装市场运作给了我们有益的启迪。 由上海新七浦投资发展有限公司投资兴建的新七浦服装市场，投资总额高达2.3亿元人民币之巨，堪称大手笔。虽然这一投资项目因涉及旧区改造，马路市场入室，繁荣区域经济，振兴都市型的海派服装等方方面面，得到了当地政府的大力支持和享受了各项优惠政策，利好消…     

Brand stability as a signaling phenomenon — An empirical investigation in industrial markets

The present study investigates the interplay between brand stability and customers' response toward the brand in an industrial buying context. Based on an information economic perspective, the authors develop a conceptual framework that incorporates perceived brand stability, risk reduction, brand loyalty, and customers' willingness to pay a price premium. This framework is empirically tested based on a survey with one hundred and forty nine key informants from business units within the food industry. In order to analyze the proposed relationships, the authors employ structural equation modeling. The present research contributes to a deeper understanding of the role of brands in business-to-business contexts by highlighting the signaling effects of brands in an industrial buying context. Second, the present research empirically demonstrates that brand stability is a key factor to (1) reduce perceived risk, (2) build brand loyalty, and in turn (3) achieve a price premium.     

管理创新名牌--访中煤建设集团公司董事长齐尚贤

齐尚贤,男,汉族,辽宁人,1942年3月生,1964年9月参加工作,1971年11月加入中国共产党,大学本科。优异级高级工程师,享受政府特殊津贴专家,现任中煤建设集团公司董事长、党委副书记。19649～19874,在乌达矿务局先后任技术员、区长、副矿长兼总工、矿长以及乌达矿务局局长;19874～199312,任内蒙煤炭厅副厅长;199312～19954,任中国煤田地质总局党委副书记、副局长;19954～19979,任中国煤炭物资总公司总经理、党委副书记;19979～19995,任中国煤炭物产集团公司董事长、总经理、党委副书记;19995至今,任中煤建设集团公司董事长、党委副书记。记者:齐…     

以创新精神实践"三个代表"塑造秦热品牌

江总书记提出“三个代表”重要思想，是新时期企业改革与发展的行动指南，解决了企业的发展方向、根本动力与思想保证三大问题。秦皇岛发电公司抓住机遇，发挥优势，加快发展，牢牢把握“三个代表”重要思想这条主线。公司领导班子落实“三个代表”重要思想，重在实践，贵在创新。只有在理论与实践相结合上下功夫，把知与行真正统一起来，才能做到用创新精神实践好“三个代表”。一、以创新精神实践“三个代表”，坚持“发展才是硬道理”把安全生产放在首位，公司通过调整生产管理组织结构，使生产系统内各部门职责范围更加明确，确保了生产…     

提升中国自主品牌汽车的品牌力

随着中国汽车领域开放程度的提高,国内汽车市场开始进入高速成长期,其中代表着中国民族汽车工业的自主品牌汽车开始崭露头角,并在短短几年时间里飞速发展,成为中国车市不可忽视的一股新生力量。中国车市的品牌力时代已经到来,面对大品牌占绝对主导的中国汽车市场,目前尚处于弱势的中国自主品牌汽车应该如何应对?关键在于提升品牌力,打造强势品牌。就如何提升中国自主品牌汽车的品牌力,作者从品牌定位策略、渠道构建策略以及品牌国际化策略三个方面进行了阐述。     

Innovation via new ventures as a conversion strategy for the Chinese defense industry

The Chinese economic system is undergoing a transformation from a centrally planned to a market economic system. The process is difficult for at least two reasons: civilian producers lack innovative capability; R&D intensive defense firms need to shift some of their production to civilian markets. The latter requires management innovations that are difficult to master under present-day conditions. Based on the system characteristics of the Chinese defense industry we discuss its problems in managing technological innovation. We conclude that to facilitate the conversion process to civilian markets Chinese defense firms should be encouraged to split off those activities that are aimed at civilian markets.     

Factors Influencing Brand Launch in a Global Marketplace

The purpose of this study is to explore the factors that influence the launch of brands into new markets in a global environment. Although multiple streams of literature exist with respect to the entry of brands into new markets and the diffusion of new brands within and across markets, the process of launching products and brands globally over time has received relatively limited attention. To address this issue, this study incorporates multiple indicators of activities that can contribute to experiential learning relevant for launching brands in a global marketplace. Market uncertainty and experiential learning provide a conceptual foundation for the development of relevant hypotheses, which are tested in the context of the global automotive industry from 1981 to 2004. A discrete time event history analysis with time‐varying independent variables is employed to estimate the effects of the independent variables on the probability of a brand being launched in a specific market. The global brand launch observations are extracted from a proprietary dataset containing the global dispersion of automotive brands including 22 countries of origin and 42 countries of brand entry. The sample yields 50,572 spells, derived from 99 companies, 173 brands, and 700 market entries. The results of this study contribute to the literature in a variety of ways. Market attractiveness positively influences the propensity of a brand to be launched into a new market. This supports the idea that potential demand conditions are an important managerial consideration in product introduction decisions. The results reveal significant effects with respect to the role of psychic distance and experiential learning. Brands are reluctant to launch into countries that are culturally and economically less similar to the home market. Yet firms tend to place a lower degree of emphasis on factors of cultural distance when launching brands into larger markets, and global experience enables companies to overcome the uncertainties associated with launching brands into international markets that are economically distant. The results also suggest that companies are more likely to introduce additional brands in markets where they already have a presence. Overall, global dispersion and geographic scope, coupled with local market knowledge facilitate the launch of brands globally. From a managerial perspective, this study suggests companies should focus on acquiring both local and global experience to facilitate the launch of products and brands in the global marketplace.     

Union Organizing as a Mobilizing Strategy: The Impact of Social Identity and Transformational Leadership on the Collectivism of Union Members

This article investigates the effect of union organizing as a mobilizing strategy on the collectivism of union members. We examine the impact of a worker's social identification with fellow members and the transformational leadership qualities of the local union representative. We employ regression analysis with tests of mediation to analyse the survey responses of c. 1,000 rank and file members of a major professional union, collected in July 2004 during a mobilization campaign. Social identification and transformational leadership were associated with members' union loyalty and willingness to work for the union. Social identification acted as a mediating variable in both cases.     

中国玩具展扬起国产玩具“品牌风”

豪华气派的展位,琳琅满目的展品,人流如织的现场,信心满满的商家,很显然,在第九届中国玩具展上,正在寻求发展新路子的中国玩具业在这个金秋十月显现出了傲人生机。我们看到的生机,不是展会现场的滚滚人流,不是现场签订的合作意向,而是企业在发展思路上的转变,创新与品牌,中国玩具正在路上。     

品牌延伸的方向选择与要点

牌延伸是品牌企业有意识地 将一种成功的品牌，扩展运用到与原有产品基本经济用途不同的产品或劳务之上的一种品牌经营战略。品牌延伸可使某一品牌覆盖到更多的产品或劳务之上，并将人们对原有品牌产品线和劳务门类的品牌认知、品牌联想、品牌忠诚一并移植过去，从而使这一品牌在多种产品或劳务、多个市场上展开竞争，获得市场的认可并接纳，降低延伸品种的转移成本和销售风险，以求得品牌持续稳定的发展和良好的经济效益。国内外不少品牌的成功实践证明，品牌延伸是品牌发展壮大的有效途径。一、纵 向 延 伸 纵向延伸，又称垂直延伸…     

Community engineering for innovations: the ideas competition as a method to nurture a virtual community for innovations

'Crowdsourcing' is currently one of the most discussed key words within the open innovation community. The major question for both research and business is how to find and lever the enormous potential of the 'collective brain' to broaden the scope of 'open R&D'. Based on a literature review in the fields of Community Building and Innovation Management, this work develops an integrated framework called 'Community Engineering for Innovations'. This framework is evaluated in an Action Research project – the case of an ideas competition for an ERP Software company. The case 'SAPiens' includes the design, implementation and evaluation of an IT-supported ideas competition within the SAP University Competence Center (UCC) User Group. This group consists of approximately 60,000 people (lecturers and students) using SAP Software for educational purposes. The current challenges are twofold: on the one hand, there is not much activity yet in this community. On the other, SAP has not attempted to systematically address this highly educated group for idea generation or innovation development so far. Therefore, the objective of this research is to develop a framework for a community-based innovation development that generates innovations, process and product ideas in general and for SAP Research, in particular, combining the concepts of idea competitions and virtual communities. Furthermore, the concept aims at providing an interface to SAP Human Resources processes in order to identify the most promising students in this virtual community. This paper is the first to present an integrated concept for IT-supported idea competitions in virtual communities for leveraging the potential of crowds that is evaluated in a real-world setting.