The Use of Humor in Asian and Western Television Advertising:

Researchers frequently cite the importance of testing the validity of Western business theory in other regions of the world such as Asia. In response, this study seeks to determine whether US.-based theory concerning the use of humor in television adver- tising has predictive validity in two rapidly emerging Asian markets (Korea and Thailand) and one European market (Germany). Of par- ticular interest are hypothesized relationships between product type and marketers' use of humor to communicate brand information. While some evidence of predictive validity is found, the overall pattern of results suggests that international business managers should exercise caution before assuming that U.S. advertising suate- gies apply in other national markets.     

Venture capital in Western Europe

Western Europe is in the process of an entrepreneurial renaissance. An integral part of this renaissance is the emergence of a venture capital industry in Europe. Although the venture capital institution in Europe is very much modeled along the lines of its American counterpart, it is significantly smaller in size both in absolute terms as well as in relation to the size of the economy. Substantial differences in venture capital activity are also found to exist within Europe,it is most prevaient in the United Kingdom, France, and Netherlands. Surprisingly, it is less developed in West Germany, particularly given the size of this country's economy.Venture capital in Western Europe shares some characteristics with that in the United States. Its investment focus is in high technology, and syndication between funds is common. Unlike the United States, however, banks are a major source of venture capital funds. Surprisingly, in spite of the economic integration to which the European Community aspires, the mobility of venture capital across national boundaries is low.The authors try to explain differences in venture capital activity in several countries of the European Community by examining four aspects of each country's environment. In particular, the size of the technology sector, the cultural influence on entrepreneurial risk-taking, the government's policy to stimulate risk capital and entrepreneurship. and finally, the ability of venture-backed firms to turn to publicly traded markets as a source of future financing. One common factor shared by the three countries with the highest level of venture capital activity is the presence of a secondary stock market geared to the needs of a small, relatively new venture contemplating an initial public offering. The Unlisted Securities Market in the United Kingdom, the Seconde Marché in France, and the Parallel Market in the Netherlands serve these needs and provide the mechanism by which venture capitalists can liquidate their equity position after the venture is quoted on these financial markets. To the venture it provides access to public financing for funding continued growth.In the United Kingdom and Netherlands, the business enterprise has historically been regarded as a tradeable entity and hence the concept of ownership by passive investors is well accepted. In France, where this is a relatively recent phenomenon, the government has played a strong role in stimulating an interest in stock market investing in general. It has also created some extremely attractive fiscal incentives for investors in venture capital funds.     

Free trade in Western Europe

Independently of the results of the Summit Conference in Paris it can be said that the entry of Great Britain, Ireland and Denmark into the EEC and the Free Trade Treaties between the enlarged Community and the remaining EFTA countries have decisively advanced the integration process in Western Europe.     

Western Strategies in Central Europe

This paper explores investment patterns of Western firms which became active in Eastern Europe since the fall of the Soviet Empire. Strategic market characteristics and resulting entry strategies are depicted. Contrary to general belief, the conclusion is drawn that weak, not strong, companies have invested, bearing severe implications for financiers.     

CSM新书关注《中国城市电视台可持续发展路径》

<正>当前,中国城市电视台的发展正因内外环境和条件的变化,而遭逢多重变数与困局。作为中国电视媒体的专业研究伙伴,CSM媒介研究有限公司联袂武汉市广     

开拓西欧市场,了解商务礼俗很必要

"西欧"从地域上指英国、爱尔兰、法国、荷兰、比利时、摩纳哥,如果从经济和政治上考虑还应当把位于中欧的德国、奥地利、瑞士、卢森堡等国包括进去,这些国家都是经济发达国家,其中英国、法国、德国还属西方七大国之列.