From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding

Since the late 1990s, self marketing and personal branding have become increasingly popular as subjects of self-improvement books, Web sites and consultancy services, especially in the USA. To date, little of this interest appears to have permeated the discipline of marketing, either in terms of formal research, textbook contents or academic curricula. This paper examines the theoretical basis of self marketing and personal branding, identifies some of the conceptual, practical and ethical problems it poses for the discipline, and points to some of the challenges facing higher education in attempting to create a curricular framework within which marketing professionals can learn how to market and brand themselves effectively.     

The Transition to the Euro: Some Perspectives from Economic Psychology

The reactions of EU consumers to the arrival of the euro are likely to be far more complex than people's typical pragmatic and expedient adaptations to everyday economic change. This article discusses the major problems and psychological issues that are likely to arise in domains where the euro can be expected to have a major impact. More specifically, the domains considered include the following: the symbolic meanings of money; learning, remembering and information- processing; judgement and decision-making; expectations, concerns, and beliefs of EU citizens (consumers); and, propaganda, communication and attitude change. The article concludes with a number of tentative policy recommendations.     

Identifying the Factors that Affect Interest‐Rate Swap Spreads: Some Evidence from the United States and the United Kingdom

We assess the ability of the factors proposed in previous research to account for the stochastic evolution of the term structure of the U.S. and U.K. swap spreads. Using as factor proxies the level, volatility, and slope of the zero‐coupon government yield curve as well as the Treasury‐bill—London Interbank Offer Rate (LIBOR) spread and the corporate bond spread, we identify a procyclical behavior for the short‐maturity U.S. swap spreads and a countercyclical behavior for longer maturity U.S. swap spreads. Liquidity and corporate bond spreads are also significant, but their importance varies with maturity. The liquidity premium is more important for short‐maturity swap spreads, although the corporate bond spread affects long‐maturity swap spreads. For the United Kingdom, swap spreads are countercyclical across maturities. In addition, we find that shocks to the liquidity premium are more significant for long‐maturity swaps and that the links between corporate bond markets and swap markets are much stronger than in the United States. When we look at the links between U.S. and U.K. swap markets, we identify a significant influence of the U.S. factors on the U.K. swap spreads across maturities. © 2001 John Wiley & Sons, Inc. Jrl Fut Mark 21:737–768, 2001     

Beyond the Usefulness of Branded Applications: Insights from Consumer–Brand Engagement and Self‐construal Perspectives

Branded mobile applications (apps) present one of the most promising opportunities for marketers to reach current and potential customers, sell products or services, and facilitate customer engagement with brands. This study aims to explore how branded apps influence consumers’ brand repurchase intention and continuance usage intention. Integrating the utilitarian view from information systems research and the view of consumer–brand engagement from marketing research, a complementary engagement path alongside the utilitarian path was devised and tested in order to elucidate consumer perceptions toward branded apps. Independent self‐construal and interdependent self‐construal moderate relationships along the utilitarian path and engagement path, respectively. Data collected from 637 respondents support most of the proposed hypotheses. Results show that the engagement path has more influence on continuance intention and equal influence on repurchase intention when compared to the utilitarian path. Findings show that apps users have different thoughts along each of the two paths, depending on their self‐construal. The study's findings also provide app designers and marketers with new perspectives on how to better design branded apps.     

A View on the United States from Europe

The recent behaviour of the U.S. economy poses two conundrums: short-term interest rates are much lower than would normally be expected, and the yield curve is flat. These suggest to many European observers that U.S. economic prospects are not as rosy as often depicted. In particular, deficits in the federal budget and the current account are not sustainable in European eyes; and significant Fed tightening will be necessary, thus causing a significant deceleration of U.S. growth.JEL Classification E200,E600     

Stockton LectureBuilding an Entrepreneurial Economy: Lessons from the United States

In the second of the 1998 Stockton Lectures, Professor Bygrave argues that the secret of US economic success has been and continues to be its innovative and entrepreneurial culture. He identifies the industries, companies and individuals which most typify entrepreneurial innovation in the US and discusses the reasons why they succeeded. He concludes with a case history of Massachusetts, the cradle of the US industrial revolution more than a hundred years ago and still at the leading edge of US competitive advantage.     

The Impact of the U.S. Bio-Terrorism Act upon Canadian Exporters of Food Products to the United States: A Firm-Level Analysis

This article examines the impact of the 2002 U.S. Bio-terrorism Act (BTA) upon Canadian exporters of food products to the United States. A major goal of the BTA is to secure U.S. ports of entry against imports that might threaten the health or safety of U.S. citizens. Although this is a respectable goal, data from a sample of 144 Canadian exporters suggest that the BTA represents a non-tariff barrier to Canada-U.S. trade. Current regulatory procedures have disrupted cross-border supply chains in significant ways. These disruptions have damaged the Canada-U.S. commercial relationship by imposing extra shipment and distribution costs upon Canadian exporters. These delays have had a serious impact upon small-to-medium sized firms (SMFs). The article concludes with a brief discussion of possible remedial actions that might be taken by Canadian exporters.     

Exporting and productivity in business services: Evidence from the United States

Does exporting make firms more productive, or do more productive firms choose to become exporters? This paper considers the link between exporting and productivity for a sample of firms in US business services. We find that larger, more productive firms are more likely to become exporters, but that these factors do not necessarily influence the extent of exporting. This conforms with previous literature that there is a self-selection effect into exporting. We then test for the effect of exporting on productivity levels after allowing for this selection effect. We model both the relationship between exporting and productivity, and a simultaneous relationship between export intensity and productivity after allowing for selection bias. In both cases we find an association, indicating that productivity is positively linked both to exporting and to increased exposure to international markets.     

Advertising Contribution to a Firm's Profit: Theory and Evidence from the Airline Industry in the United States

The author examined how to make advertising efficiency more effective in achieving the profit objective of a firm. The current study allowed profitability to be influenced by both multiple controllable efficiency factors (e.g., advertising efficiency and operations efficiency) and one uncontrollable environmental factor (i.e., growth timing). The results showed that advertising efficiency was most effective in driving up a publically-traded U.S. airline's profitability when the airline happened to grow its business later than average, whereas advertising efficiency was least effective when the firm ended up growing its business earlier than average. Also shown in the results was that drivers of profitability also included operations efficiency and growth timing.     

Tax Impact on Corporate Income Remittances to and from Japan and the United States

This study examines the combined impact of bilateral tax treaties and domestic tax policies on corporate income remit- tances to and from Japan and thc United States. Thc study calculates the two-way flows of corporate reminanccs between these two coun- tries and 100 other countries. We find very significant differences in the tax treatment by these two countries across bolh remittance methods and countries. The study recommends that both govern- ments seek ways to promote greatcr worldwide uniformity in tax treatment of corporate income remittanccs.     

Gender differences in firm performance: Evidence from new ventures in the United States

Prior studies examining the performance of female- and male-owned firms have generally reported that female-owned firms underperform male-owned firms. However, it is conceivable that the performance measures used by previous studies and/or their inability to control for key demographic differences may have contributed to this finding. For example, few studies use size adjusted performance measures and yet we know that female-owned firms tend to be smaller than their male counterparts. Similarly, risk is typically not considered even though evidence suggests that women tend to be more risk averse than men. We use a longitudinal (five-year) database of more than 4000 new ventures that began operations in the U.S. in 2004 to determine whether potential differences in the performances of female- and male-owned firms disappear when appropriate performance measures are used and important demographic differences are controlled for in the models. The performance measures we examine include: 4-year closure rates; return on assets (ROA); and a risk-adjusted measure (Sharpe ratio). Univariate test results confirm our expectation (based on both liberal and social feminist theory) that there is no difference in the performance of female- and male-owned new ventures provided performance is appropriately measured. Further, these results are supported by our multivariate analyses, which control for demographic differences such as industry, experience and hours worked. Our findings should be of interest to researchers, financiers, advisors and policy makers. Perhaps more importantly, our findings should also ensure that women who are contemplating starting a new venture are not discouraged from doing so by a false belief that new ventures initiated by women are less likely to succeed than those initiated by men.     

Impact of Exchange Rate Uncertainty on Trade Flows: Evidence from Commodity Trade between the United States and the United Kingdom

Previous studies that investigated the impact of exchange rate volatility on the trade flows employed aggregate trade data and standard estimation techniques. They provided mixed results. In this paper we use disaggregated import and export data for 177 commodities traded between the United States and the United Kingdom to investigate whether volatility of the real bilateral dollar–pound exchange rate has any detrimental effect on trade flows at the commodity level. Additionally, we employ the bounds testing approach to cointegration and error‐correction modelling that is suitable for the models used mostly because it does not require pre‐unit‐root testing and variables in the model could be stationary, non‐stationary or a combination of the two. In most trade flow models estimated, we found a negative effect of exchange rate volatility on commodity trade.     

How Chinese Children's Commercials Differ from Those of the United States: A Content Analysis

Abstract

A content analysis was conducted of children's television commercials from China and the United States that were recorded over a period of eighteen months. We describe how the content of the two sets of commercials differs and the underlying reasons for the differences, including cultural, economic, and social conditions. The results suggest that, for the most part, Chinese children's commercials reflect China's traditional cultural values and its social and economic development level. However, the analysis was able to detect a shifting in power in Chinese society from the elderly to the young, resulting mainly from its one-child policy implemented during the past two decades. We also found some evidence of Western values creeping into Chinese children's commercials. Limitations are noted, and suggestions are offered for additional research that will corroborate these findings.     

Corporate Social Responsibility and Firm Productivity: Evidence from the Chemical Industry in the United States

We examined cynicism as a mediator of the influence of managers’ mission-congruent communication and behavior about ethical standards (a form of supervisory behavioral integrity) on employee attitudes and intended behavior. Results indicated that cynicism partially mediates the relationship between supervisory behavioral integrity and organizational commitment, but not the relationship between supervisory behavioral integrity and intent to comply with organizational expectations for employee conduct.     

Buying a sponsor's brand: the role of affective commitment to the sponsored team

Sponsorship is increasingly important in a firm's communication mix. Research to date has focused on the impact of sponsorship on brand awareness and its subsequent consequences for image congruency and consumer attitudes towards sponsors' brands. A lesser studied area is the effect of sponsorship on consumers' purchase intentions and behaviours. We argue that existing models of sponsorship driven purchase behaviour fail to account for affective commitment, which mediates relationship between affiliation with the team and social identification with the team. We propose a modified framework describing the effect of sponsorship on purchase intentions in the context of low and high performing sports teams. The framework is tested using structural equations modelling; employing PLS estimation and data collected via online survey of AFL chat room participants. Results confirm the role of affective commitment in sport sponsorship purchase intentions and indicate that team success has a significant influence on fans' purchase behaviours.     

“Minding Our Business”: What the United States Government has done and can do to Ensure that U.S. Multinationals Act Responsibly in Foreign Markets

The United States Government does not mandate that US based firms follow US social and environmental law in foreign markets. However, because many developing countries do not have strong human rights, labor, and environmental laws, many multinationals have adopted voluntary corporate responsibility initiatives to self-regulate their overseas social and environmental practices. This article argues that voluntary actions, while important, are insufficient to address the magnitude of problems companies confront as they operate in developing countries where governance is often inadequate. The United States can do more to ensure that its multinationals act responsibly everywhere they operate. First, policymakers should define the social and environmental responsibilities of global companies. They must consistently make their expectations for global business clear – and underscore that this objective can often be accomplished without mandates. Second, the US should closely examine the policies that undermine global Corporate Social Responsibility (CSR) and address the many conflicting signals sent by policymakers. Third, the President should make the US government a CSR model by examining how to use its purchasing power to promote human rights. Finally, the US government should require pension funds to report on the social and environmental consequences of their investments. In these ways, Americans can mind our business – and thus make sure that US based firms do not undermine social and environmental progress when they operate in the developing world. Susan Aaronson is Senior Fellow and Director of Globalization Studies at the Kenan Institute Washington Center, an arm of the Kenan-Flagler Business School, University of North Carolina Chapel Hill. Her scholarly research focuses on international investment and social responsibility issues. Aaronson devised and directed a study, funded by the Ford, UN and Levi Strauss Foundations, that examined how U.S. public policies can promote or undermine global corporate social responsibility. She is now beginning a Levi-Strauss funded project on trade and human rights. Aaronson is a frequent speaker on public understanding of globalization issues and the author of four books on globalization including, Taking Trade to the Streets: The Lost History of Public Efforts to Shape Globalization (Michigan: 2001).     

Distributional effects of environmental taxes on transportation: evidence from Engel curves in the United States

Indirect taxes on transportation activities that pollute can correct externalities and close the gaps between private and social costs. However, policy makers often find such Pigou taxes difficult to implement because of political resistance due to possibly adverse affects on equity. For this reason it is important to assess the distributional aspects of environmental levies. This article estimates properties of the demand for transportation in parametric and non-parametric analyses of Consumer Expenditure Surveys for the United States and finds patterns in the resulting set of Engel curves. Private transportation using air flights and new cars has Engel elasticity above unity while public transportation via mass transit has Engel elasticity below unity. The findings can be interpreted in an important way since they show that a differentiated scheme of environmental taxes on transportation may function progressively. A Pigou scheme with larger taxes on modes of transportation that pollute more appears to coincide with larger levies on luxury modes preferred by richer households.     

The Effects of Offshoring on Post‐displacement Wages: Evidence from the United States

This paper studies the effects of offshoring on post‐displacement wages using a large and nationally representative sample of US workers displaced from a manufacturing industry during the 1990s. The empirical results based on Mincerian regressions of individual re‐employment earnings on industry‐level offshoring proxies, show that the effects of offshoring on post‐displacement wages are negative, although not economically large. The preferred specifications suggest, in fact, that a one percentage point increase in offshoring in the pre‐displacement industry reduces earnings on the new job by approximately 0.3–0.6 per cent. These figures imply that the cumulative rise in offshoring over the sample period may have led to a drop of between US$110 and US$330 in the yearly re‐employment wages of US displaced workers. While the magnitude of the effect is largely independent of individual characteristics such as gender, age, occupation and educational level, it does depend on the duration of non‐employment and on workers’ industrial reallocation after displacement. In particular, the effects are relatively stronger for individuals who stay longer before finding a new job, as well as for those who leave the pre‐displacement industry after the job loss.