ERP/MRP-II系统动态提前期的研究

在ERP/MRP -II系统中 ,提前期是一个与交货期、库存计划、能力平衡计划等等参数和过程有着密切关系的变量。可以说 ,提前期在ERP/MRP -II系统中具有核心地位。因此提前期的确定也就显得非常重要。从决定提前期的相关因素入手 ,利用神经网络模型 ,确定出能够根据生产条件和环境而改变的动态提前期     

The internet as an opportunity to rethink the role of the intermediary

The advent of the Internet and the attending increase in the value chain inter‐linking has been understood as a harbinger of the death of the intermediary. This paper uses Williamson's (1975) forms of specificity (human‐, site and physical asset‐specificity) and the components of the traditional value proposition (content, context and infrastructure) to suggest that the function of the intermediary will be changed, but not eliminated. In this discussion, I draw on the cases of Volvo and Electrolux. Both companies have recently launched web sites in order to regain control of the interface with customers, or context, which thanks to the Internet, can now be virtualised. This allows their intermediaries to focus on their specific advantage, namely handling the activities related to the delivery and logistic infrastructure. The main implication for firms is to re‐examine the various steps along their value chains with a view to bringing in‐house, virtually, those components where the intermediaries had specific advantages‐but which moved to the producer's side as a result of the Internet. Hence intermediaries acquire a more specific and focused role. To the extent that this role lies at the heart of their core competence, involving the provision of convenient locational and infrastructural delivery systems and services they enjoy competitive advantage vis‐a‐vis the producer.     

The Effect of Buyer Participation on Repurchase Intentions in Professional Service Relationships

Abstract

While there is a broad consensus that certain buyer attitudes are associated with the repurchase of professional services, comparatively little attention has been devoted to identifying the behaviors associated with such a repurchase. This study contrasts the predictive power of behaviors with those of attitudes for both established and new professional service relationships among 471 affluent customers. Behaviors, specifically behaviors which heighten participation in the service delivery process, are associated with positive repurchase intentions in new relationships. This study shows that professional service providers should encourage new buyers of their services to become involved in the specification and delivery of the service in order to increase positive repurchase intentions.     

Ads That Attack the Tobacco Industry: A Review and Recommendations

ABSTRACT

While traditional anti-tobacco social marketing campaigns have focused on prevention and cessation, a new breed of anti-tobacco message has arisen during the last decade, which focuses on attacking the tobacco industry and its tactics. This type of anti-tobacco program has been termed a tobacco industry manipulation campaign in the United States, where it was introduced in the early 1990s. The objective of a tobacco industry manipulation campaign is to point out negative traits of the tobacco industry, including manipulative marketing strategies and tactics. Evaluations of tobacco industry manipulation campaigns have found that these ads are effective in redirecting the guilt that smokers often feel, channeling it instead into anger at being manipulated. Guidelines are provided for how social marketers can incorporate this approach within their tobacco control campaigns.     

What drives competitive webrooming? The roles of channel and retailer aspects

ABSTRACT

Competitive webrooming, the phenomenon in which consumers gather product information online but ultimately purchase the product in an offline store of a competing retailer, has gained traction and become a major threat for retailers. To gain a deeper understanding of its drivers, we surveyed 1081 retail customers about their most recent consumer electronic product purchase to examine the impact of channel-related aspects as well as retailer-related aspects – a dual approach that has not been applied previously. A channel’s anticipated after-sales service and price level are the strongest predictors for webrooming. Moreover, retailer aspects determine whether customers simultaneously switch retailer when webrooming. A retailer’s assurance of delivery, including payment modalities, return policies, and product obtainment, as well as competitive product prices motivate consumers to switch retailer when webrooming. These results suggest that customers have a fundamental need for certainty within and after the buying process, which can be satisfied by both channel and retailer. Additionally, this is the first study to empirically test for interactions between channel and retailer aspects, as they are likely to occur in real shopping situations. We identified two interactions: First, a retailer’s assurance of delivery can compensate for an anticipated lack of a channel’s after-sales service, dampening the impact of the latter on competitive webrooming. Second, retailer’s price attractiveness acts in a similar vein. Hence, to steer customers into channels and/or keep them with the company, retailers should emphasize their price attractiveness as well as assurance of delivery.     

The Transition to E-Commerce: A Case Study of a Rural-Based Travel Agency

ABSTRACT

When the Internet started to establish itself in the corporate world, some observers foresaw a diminishing role for, if not the end to, many intermediary functions. Consequently it has been argued that suppliers will need to use the Internet and related technologies to cut costs and establish closer links with consumers by bypassing organizations that currently play an intermediary role in the traditional transaction system. The objective of this case study is to enhance the understanding of the process of transition from a traditional business model to an e-commerce model. It focuses on a very small business that has successfully navigated the transition to e-commerce.     

A Perspective on Marketing Planning and Its Essentiality for the Entrepreneurial Restaurateur

ABSTRACT

The objective of this paper is to demonstrate the essentiality of a marketing plan for a small restaurant and offer a framework for its development. Though much has been written on the subject of strategic marketing and marketing planning, little is directed specifically to the entrepreneur operating an independent restaurant establishment. The purpose of this paper is to help bridge this gap. Sample marketing plan excerpts are presented and discussed at the conclusion of the paper demonstrating how the process can be implemented.     

Women “in motion”: the kinaesthetic viewing experience in Chinese viral advertising films

ABSTRACT

Visual imagery provides aesthetic experiences for viewers, and viral advertising films address viewers’ experience of movement which has not been analysed. Developing visual analyses, this study uses phenomenological approaches and the concept of kinaesthetic empathy, defined as the ability of viewers to react to movements, also in film. It considers Chinese Wei movies (“microfilms” or viral advertising films) with reference to examples by Audi and Swarovski as representatives of China's post-socialist marketing culture. Women in these films are presented as “in motion,” yet still are often delimited by traditional gender stereotypes. These films are potentially ambivalent ideological carriers that encourage women to reinvent themselves through consumption within traditional gender roles but may also suggest the pursuit of different experiences as movement is abstract, transitory and cannot be commodified.     

Service relationships and the customer disengagement – engagement conundrum

Abstract

Emergent research on customer engagement has focused on enhancing engagement within service relationships. Less attention has been given to how and why customers disengage from their relationships, and the potential interplay between engagement and disengagement has not yet been explored within the marketing literature. This study presents the findings from a qualitative exploration of the concept of customer disengagement, its initiating triggers, nature and the process by which it unfolds within functional/utilitarian (F/U) and participative/co-creative services (P/C). Rather than being mutually exclusive, it finds that engagement and disengagement are highly connected and that prior levels of engagement significantly influenced customers’ subsequent propensities to disengage. Specifically, customers’ propensity towards disengagement was higher within services considered F/U in nature and lower within services of a more P/C nature. In addition, the extent to which customers disengaged from their relationship was strongly determined by their prior levels of engagement with weak engagement for F/U services and strong engagement for P/C services. Relationships in the F/U category were subsequently transactional and volatile when compared to relationships within the P/C category that were comparatively emotionally bonded and enduring.     

Service Business Markets: Relationship Development in the Maritime Industry

ABSTRACT

Purpose: Prior literature has acknowledged the growing importance of service business markets (SBMs). However, relatively little research has examined the relationships and the motives for relationship development in SBMs. The aim of this paper is to investigate the nature of relationships and the various motives for relationship development between service provider and customers.

Methodology: This paper adopts a qualitative research strategy and a case study approach. The context is the maritime industry. One of the largest container terminals in China represents a unique and revelatory case study, wherein nine container terminal-shipping line dyads are the units of analysis. The data were mostly collected via 34 semistructured interviews with maritime industry professionals. The data were triangulated by including archival records and industry reports.

Findings: The interdependence and nonidentical nature of service delivery episodes are identified and considered to add to the knowledge on SBMs. This research provides evidence of the applicability of three groups of motives—economic, strategic, and social—for relationship development to SBMs. The motives are found to coexist and to have greater or lesser weight in the actors’ decision making depending on external factors, such as industry and company development stage, and internal factors, including the companies’ common vision and desire to collaborate.

Contribution: Academic papers have usually focused on specific types of motives, associated with a particular theoretical framework (e.g. transaction cost theory). Motives have rarely been discussed from multiple theoretical lenses. When motives are identified it is not clear what they really imply in different contexts, and what factors cause them to appear. This paper provides a number of contributions. First, it integrates several theoretical perspectives and specifies three groups of motives for relationship development in SBMs: economic, strategic, and social. Second, through the analysis of empirical findings the paper provides a deeper understanding of each group of motives, proposing an integrated framework of motives and the factors affecting their appearance. Subsequently, the research is carried out through a dyadic perspective, which is relatively rare in SBM research. A dyadic perspective allows similarities and differences in actors’ perceptions and actions to be illuminated. Finally, the research brings in a relatively new and important context—the Chinese maritime industry.

Practical implications: Knowing the needs and motives of counterparts can greatly assist SBM actors in formulating their strategies and planning their investments. It is also important that actors realize that the extent to which the other side is open to collaboration depends on the interplay of various motives. In general, business professionals should realize that end users increasingly perceive various service delivery stages within a supply chain as interdependent. Thus, to deliver a more integrated and flawless service to the end user, service providers and customers in SBMs should develop communication and collaboration beyond the operational level.     

Online retail experience and customer satisfaction: the mediating role of last mile delivery

ABSTRACT

For various industries worldwide, recent years have been defined by the remarkable growth of e-commerce. Enabled by the Internet, retailers can reach more customers, spread much further in the distribution chain, and optimize their resources. In the new market environment, customer experience has become a source of competitive advantage. This study investigates the role of last mile delivery in the customer’s e-retail experience. A quantitative methodology was used, which incorporated a survey that was conducted in Sweden and measured participants’ most recent e-retail experience. The results indicate that the last mile delivery experience mediates the relationship between the customer’s perception of the online shopping experience and customer satisfaction. These conclusions provide ground for further thorough investigations of the role of last mile delivery in the e-retail context and support e-retailers in increasing their customers’ satisfaction.     

The Internet as a Shopping/Purchasing Tool: An Empirical Investigation

ABSTRACT

Despite prolific growth in the number of Internet web sites, significant increases in the advertising and other promotional expenditures for Internet advertising, and the fact that millions of consumers are shopping for and spending billions of dollars purchasing products via the Internet, marketers have a limited understanding of Internet-related consumer behaviors. This study presents the results of an empirical study designed to investigate the degree to which one segment of that market–college/university students–has access to the Internet, shops for and purchases products via the Internet, and perceives the Internet as an alternative to more traditional shopping methods. More general uses of the Internet by this market segment are also explored, as are the impacts of consumer knowledge and experience with the Internet on on-line shopping and purchasing.     

Reducing Turnover in Public Accounting Firms: An Internal Marketing Strategy

ABSTRACT

If one considers that public accounting firms are involved in a labor-intensive service, dependent on staff members for their input, the seriousness of high employee turnover levels becomes evident. Thus, it is imperative that public accounting firms find a means to retain experienced accountants if they are to successfully service clients. This requires a change in philosophy for accounting firms. Previous research has focused primarily on determining the reasons employees give for leaving/remaining with a firm. This is generally where the process ends. Few accounting firms lake the next step which involves the development of an internal marketing plan to reduce turnover.     

Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method

IntroductionFood delivery applications (FDAs) have altered the way customers order and consume food. This was compounded by the COVID-19 pandemic, which imposed restrictions on people's mobility. In this study, the authors have tried to determine which barriers affect consumers' emotions and feelings, leading to satisfaction, repeat visit, and WOM recommendations.Methodology: The Innovation Resistance Theory has been used to conduct the study. The Mixed Model is also framed to address the barriers faced by FDA users. This study also identifies key barriers of FDA (Value Barrier, Image Barrier, and Environment Barrier) and also studies their effect on consumer emotions and feelings in addition to the impact on repeat purchase behaviour, customer satisfaction and word of mouth recommendation. The data is collected from 392 respondents.FindingsThe findings demonstrate that apart from the value barrier, all the other barriers have negative and significant impacts on consumers’ feelings and emotions. It further supports the mediation effect amongst consumer feelings and emotions, satisfaction, repeat purchase, and WOM recommended. The moderating effect of transaction cost has been shown with different associations.ImplicationsThe service providers should make sure that all transactions are safe and secure and that food is delivered on time. They should also have good ways for customers to get in touch with them, so they will get orders from them.OriginalityThe focus of the study is on the link between satisfaction, repeat purchases, and word-of-mouth recommendations for FDA, which hasn't been looked into in any previous studies.     

Human Transformation in the Transition Economies

Abstract

This paper discusses the human transformation in the transition economies exemplifying the case of Georgia in particular and analyzes the natures of homo Sovieticus, homo transformaticus, and homo economicus. It then argues that since homo economicus has some deficiencies and is thoroughly egoistic in nature, another model of man is to be found to explain his/her behaviours not only in the marketplace but also in the social life, and it introduces the model of man of society. Hypothesizing that individuals are in general men of society, this model is offered not only to make a paradigmatic transition from homo economicus to a real existing man/woman in a nonarbitrary fashion, but also to complement the homo economicus and thus to effectively deal with many problematic issues in the transformation period which is expected to lead to a democratic society with a balanced economy. The paper also includes the results of a survey conducted to find the evidence of man of society in the Georgian society.     

Marketing education without borders: Exploiting the new information technologies

The recent literature on management education has been highly critical of the provision and delivery of educational offerings. In particular, by the failure of educators to address the international dimensions. This article outlines and evaluates a collaborative attempt to address these issues via the use of the new information technologies.     

Developing a Framework for Understanding a Tourism Service Setting

ABSTRACT

This study aims to extend current typologies in physical environments as applied to service marketing. The physical setting in which service delivery is undertaken creates expectations of the level of service. Thus, the design of the service environment should be carefully undertaken to ensure consistency with service expectations. This is a report/study which demonstrates that many organizations fail to adequately capture the servicescape in tourism settings as evidenced by low accuracy in classification by the participants.     

Professional Service Quality

Abstract

Many of the services that are directed to business clients involve work by professionals who are employed by and/or own a supporting practice. To date, little attention has been directed to the possibility that the large variations in the size and nature of these firms may be reflected in the quality of services they produce. Further, no attempt has be made to delineate those quality factors that clients associate with the firm and those that are associated with the individual professional. This article reports the results of an empirical study designed to investigate the perceived relative influence of the individual, the practice, and several client variables as they affect the delivery of service quality.     

The role of self selection, usage uncertainty and learning in the demand for local telephone service

Telephone services are often characterized by the presence of ‘fixed’ plans, involving only a fixed monthly fee, as well as ‘measured’ plans, with both fixed fees and per-unit charges for usage. Consumers are faced with the decisions of which plan to choose and how much to use the phone and these decisions are not, in general, independent. Due to the presence of a time lag between plan choice and usage decisions, consumers are uncertain about usage at the plan-choice stage. We develop a structural discrete/continuous model of plan choice and usage decisions of consumers that accounts for such uncertainty. Prior research has also found that consumers switch less often from fixed plans to measured plans to gain from potential savings than vice versa. Consumer uncertainty regarding their mean usage levels and different rates of learning by consumers in the two plans is a potential explanation for this phenomenon. We extend our discrete/continuous model to account for consumer learning about their mean usage and estimate different rates of learning for the two types of plans. We estimate our model using data from the 1986 Kentucky local telephone tariff experiment. Even in the absence of any price variation over time, we are able to measure the price elasticities both of usage and of choice of plan. Using our parameter estimates, we simulate the effects of the introduction of a metered plan in a market with only a fixed plan and vice versa, on both firm revenues and consumer surplus. We also find that consumers learn very rapidly if they are on the measured plan but learn very slowly when they are on the fixed plan. We investigate an alternative assumption on the nature of the learning process in which only consumers in the measured plan have an opportunity to learn. We find that our empirical results are robust to this change of specification. We conduct counterfactual simulations to simulate enhanced calling plans from the firm and consumer points of view. Additional simulations to measure the value of information in this category are also carried out. We compute the value of both complete information, where the entire uncertainty about future usage is resolved, as well as that of limited information, where the consumer's uncertainty about mean usage is resolved, but the uncertainty about specific month-to-month usage remains. We find that the value of information is modest. We also find that a large proportion of the value of information is that about the mean usage, with the value of the information about a specific month's usage being relatively small.

The increasing importance of public relations in fast moving consumer goods firms

An interesting phenomenon in recent years is the apparent growth in spending and activity on public relations work in fast moving consumer goods firms. This paper attempts to show that in the first instance there has been a shift away from more traditional forms of marketing communications towards public relations. Secondly, it tries to account for this shift in emphasis. The comparative cost‐effectiveness of public relations is highlighted, as is its changing role. The interface and overlap with the more traditional corporate public relations is discussed.