Creating marketing strategies in new technology markets: A study of the expert system industry

Technological innovation is widely recognized as a major factor influencing competitiveness. This is particularly true i n turbulent and dynamic IT markets. Consequently, the effective strategic management of technological innovation by companies is one route to securing their survival and growth. The focus of the research presented is the evolution of marketing strategies by innovators facing diverse competitive challenges in the expert system market. The study examined the role of strategic marketing i n the commercial exploitation of technology and how this role changes, especially after market launch. What was interesting urm the extent to which suppliers were not only designing new technologies but also creating business applications for the new technology. The acquisition of market know-how to devise end-,user applications was a vital ingredient i n securing a competitive advantage.     

A study of venue marketing mix for MICE industry in Thailand

The objectives of the research are to determine the important factors and the performance factors of the attributes in selecting venues （particularly convention hotels and convention centers） through investigating the meeting planners＇ set of needs and to identify factors and attributes relating to the venue marketing mix for MICE industry in Thailand. This paper has applied the hospitality and the tourism marketing mixes that are important to the MICE destination selection （particularly venues） for creating a new venue marketing mix. Therefore, the study is based on the importance levels of venue selection through each marketing mix factors including all attributes in the meeting planners＇ perspectives on behalf of their organizations, which will be able to reflect a set of their real needs that could bring about development of a venue marketing mix model that exclusively accommodates MICE organizers. The data was collected using self-administered questionnaires from 229 meeting planners. Statistically significant determinants of the meeting planners＇ overall importance levels indicated that in all of the 8 marketing mix factors （68 attributes）, the people factor was perceived to be the most important factor. The package factor was perceived to have a moderate level of importance. The other factors perceived to be important included Product, Price, Place, Promotion, Physical evidence and Process. It is also found from the factor analysis that the new venue marketing mix contained 8 marketing mix factors with 61 attributes for venue business in Thailand. It is recommended from the research findings that venue management be more concerned with and focus on the attributes of the people factor.     

“国军”福利品供应站顾客消费特性及营销策略之研究

本研究首先经由文献探讨,界定“国军”福利品供应站在业态别中的角色,应类似于超级市场的综合商品零售商的角色。而後透过问卷设计调查,SWOT分析及深度访谈等方式,提出福利品供应站在经营及营销策略上除了强调商品售价低廉外,也应着重于强调保证商品质量的宣传力度,并以更具弹性的手法来引进或汰换商品,并且尽可能提供更多的商品选择性,而後利用邻近小区或都会区的营区来增加责场地点或以租赁场地方式采用小规模小区型售场的方式大量展店,并以更多元的方式促销,建立完整顾客数据库,提高宣传效率及全面开放信用卡消费等积极性方式作为推动策略。     

An evaluation framework for technology transfer of new equipment in high technology industry

With the rapid advancement of technology, product life cycle is shortening continuously. In order to compete against other firms in fiercely competitive global markets, a firm has to keep developing new technology to differentiate itself from others. The acquisition of new core-technology equipment is especially important for manufacturing advanced products, and the technology know-how of the equipment must be transferred completely from equipment supplier to engineers and operators of the firm to effectively utilize the equipment. The objective of this paper is to explore the technology transfer of equipment and to establish a comprehensive framework for evaluating and selecting new equipment with critical technology transfer. Influence factors for technology transfer of new equipment are first collected by literature review and interviews with related experts in the thin-film transistor liquid-crystal display (TFT-LCD) industry in Taiwan. Fuzzy Delphi method (FDM) is applied next to select the most critical factors. Then, interpretive structural modeling (ISM) is employed to determine the interrelationship among the critical factors. A fuzzy analytic network process (FANP) model is constructed to evaluate the technology transfer performance of equipment suppliers. The results of this study should provide a base for firms in evaluating the purchase of new equipment and a reference for equipment suppliers to strengthen their technology transfer process to their buyers.     

跨国公司在营销中的转移定价策略

随着全球经济一体化趋势的发展,跨国公司已经成为当今世界经济活动的主体,跨国公司内部贸易的定价机制,尤其是转移价格,成为跨国公司经营中最具诱惑力的商业秘密武器.     

开拓阿曼工程承包市场

一、阿曼经济基本情况阿曼是阿拉伯海湾合作委员会（GCC）成员国和世界贸易组织（WTO）成员国,位于阿拉伯半岛东南端,与阿联酋、沙特、也门等国接壤,濒临阿拉伯海。面积30万平方公里,人口247万,其中外籍人口70万。石油是阿曼经济的支柱产业,阿曼国内生产总值的43%来自石油工业,财政收入的70%来自石油收入。为打破依赖石油的单一经济格局,调整产业结构,吸引外资,增加收入,促进就业,实现经济的可持续发展,阿曼政府加大了改革力度,加速推进产业多元化、经济私有化、就业阿曼化进程,并取得了显著的成就。非石油产业在阿曼经济…     

Roadmapping a disruptive technology: A case study: The emerging microsystems and top-down nanosystems industry

If technological roadmapping is important in the process of rapid technology commercialization, and if a method tailored to roadmapping nascent disruptive technologies does not exist, and if these very same disruptive technologies portend to be the future economic engines for firms, countries, and regions, then there is cause for concern. This article seeks to shed some light on the process in industrial disruptive technology roadmapping by focusing on the fundamental differences between sustaining and disruptive technologies. This article investigates the utility of theoretical and practitioner traditional technology roadmapping tools in an international industrial roadmapping effort focusing on microtechnology and top-down nanotechnology. I then modify the traditional technology roadmapping approaches generating a model for an industrial worldwide disruptive technology roadmapping process. I utilize the International Industrial Microsystems and Top-Down Nanosystems Roadmap (IIMTDNR) effort, which included nearly 400 people, from nearly as many firms, from over five continents and was developed over a 5-year period. The IIMTDNR process is used to provide the basis for a model for a commercial disruptive technology roadmapping process.     

A new look for Stackelberg-Cournot equilibria in oligopolistic markets

Summary. This note deals with Cournot type oligopolies in which the market clearing price occasionally may be non-unique. A Stackelberg leading producer is present. Given that setting we explore continuity properties of the followers' reaction and provide sufficient conditions for existence of equilibrium. Received: June 20, 2000; revised version: April 24, 2001     

Technological change and industry structure: A case study of the petroleum industry

This paper is a case study of the impact of an exogenous improvement of a process technology on the structure of the petroleum industry. The paper examines the role of three-dimensional seismology in bringing about the 1990s oil industry consolidation. This proposition is examined in the context of evolutionary economics and in a non-cooperative game theory, concluding with a reference to Steindl's theory of industry dynamics. The significance of this contribution lies chiefly in highlighting the fact that exogenous technological change can, under appropriate conditions, play a significant role in industry dynamics. This reference to the exogenous change in technology is a departure from the traditional consideration of endogenity of industry structure in relation to technological development and, therefore, a novelty. Secondly, the documentation of 3D seismology as a significant process technology of the petroleum industry is significant.     

Export strategies in the computer industry: Japan and the USA

Japan's computer manufacturers realize that they need more than a new generation of software (or hardware) for success in world markets. The missing ingredients are primarily multinational busines experience factors, which have worked to the past advantage of US companies. Japan's past export successes — textiles, steel, consumer electronics—have come with products that, unlike computers, could be sold through existing distribution channels. Realizing their disadvantages in selling computer systems worldwide, the Japanese designed the heavily publicized fifth-generation project seeking technology that could serve as a wedge into markets where US-based multinationals had already become firmly entrenched. For this as for other joint government-industry R&D projects in Japan, the indirect effects will be at least as important as the technological outcomes; asking whether the fifth-generation project could have reached particular technical objectives poses the wrong question. In terms of technological capability, Japan could emerge as a formidable rival of the USA in world computer markets. Given the international presence of US companies large and small, this will not be as quick or as easy as in other Japanese export industries: Japan will continue to have far more difficulty exporting computer systems than VCRs or integrated circuits.     

Export strategies in the computer industry: Japan and the USA

Japan's computer manufacturers realize that they need more than a new generation of software (or hardware) for success in world markets. The missing ingredients are primarily multinational busines experience factors, which have worked to the past advantage of US companies. Japan's past export successes — textiles, steel, consumer electronics—have come with products that, unlike computers, could be sold through existing distribution channels. Realizing their disadvantages in selling computer systems worldwide, the Japanese designed the heavily publicized fifth-generation project seeking technology that could serve as a wedge into markets where US-based multinationals had already become firmly entrenched. For this as for other joint government-industry R&D projects in Japan, the indirect effects will be at least as important as the technological outcomes; asking whether the fifth-generation project could have reached particular technical objectives poses the wrong question. In terms of technological capability, Japan could emerge as a formidable rival of the USA in world computer markets. Given the international presence of US companies large and small, this will not be as quick or as easy as in other Japanese export industries: Japan will continue to have far more difficulty exporting computer systems than VCRs or integrated circuits.     

Advertising media strategies in the film industry

The primary aim of this article is to estimate the multiple determinants of film advertising expenditures in four important media, namely television, press, outdoor and radio, in the UK. First, television advertising, the leading film advertising medium, is examined as part of a system of equations, capturing the interdependences between advertising, the number of screens on which films are initially shown and box office revenues. Then a reduced form model is put forward to reveal the determinants of film advertising in the four media. While major distribution companies have different preferences for the use of the alternative advertising media, results highlight the importance of quality signals, such as critical reviews, in determining advertising expenditures in the film industry. Moreover, advertising expenditures can themselves be considered to offer potential cinema goers signals of film quality.     

浅议如何创新移动通信业的营销策略

随着移动通信业的迅猛发展,移动通信企业的市场拓展将变得愈发困难,规模的扩张将变得愈发有限,移动通信业的买方市场已经形成.为此,移动通信企业必须实施有效的营销策略,凸显其与竞争对手的差异与优势,才能在激烈的竞争中立于不败之地.本文在分析移动通信业营销策略特点与现状的基础上,提出了进行营销创新,有效实施营销策略的对策及建议.     

A two-stage technology foresight model with system dynamics simulation and its application in the Chinese ICT industry

Technology foresight is a process that identifies the critical technologies a country or industry needs to develop in order to shape a desired future. In this paper, a two-stage technology foresight approach is proposed. During the first stage, critical technologies are identified and evaluated by nationwide experts through Delphi surveys. In the second stage, a system dynamics simulation model is used to estimate how critical parameter values are likely to impact the attainment of foresight goals. A detailed illustration of this two-stage process is provided by a technology foresight case study in the Chinese information and communication technologies (ICT) industry. Because it was identified by the first-stage Delphi method as a critical technology, the diffusion of 4th generation wireless telecommunication technology (4G) was simulated, and experimentation was conducted. Suggestions are provided regarding how the Chinese information industry would need to expand the IP network infrastructure in order to support technology foresight goals under different scenarios.     

A study on the relationship between technology diffusion and new product diffusion

This study investigates the relationship between “technology diffusion” and “new product diffusion”. We define “technology diffusion” as a knowledge spillover process, which is represented by patent citation, and “new product diffusion” as the spread of a new product that has been developed by the application of patented technology. To investigate the relationship between the two types of diffusion, we use patent citation data of code division multiple access (CDMA) technology and market sales data of mobile phones in South Korea for the analysis. The results show that the diffusion of technology through patent citation could be successfully explained by empirical analysis, for which the Bass diffusion model was used. Moreover, we can find out if technology diffusion can be the leading indicator of a new product's diffusion before its launching; in other words, before the commercialization of the patent.     

A new approach to measuring competition in the loan markets of the euro area

This article is the first that applies a new measure of competition, the Boone indicator, to the banking industry. This approach is able to measure competition of bank market segments, such as the loan market, whereas many well-known measures of competition can consider the entire banking market only. Like most other model-based measures, this approach ignores differences in bank product quality and design, as well as the attractiveness of innovations. We measure competition on the lending markets in the five major EU countries as well as, for comparison, the UK, the US and Japan. Our findings indicate that over the period 1994–2004 the US had the most competitive loan market, whereas overall loan markets in Germany and Spain were among the best competitive in the EU. The Netherlands occupied a more intermediate position, whereas in Italy competition declined significantly over time. The French, Japanese and UK loan markets were generally less competitive.     

购并抑或联盟:全球钢铁行业的战略整合

企业的发展分为内部化发展和外部化发展两种,内部化即通过自身的资本积累和能力提升来实现企业的发展;外部化即通过购并或联盟等形式直接获得规模的扩张。相比较而言,外部化的发展模式有着见效快、成本低等特点。因此,自19世纪末以来一直受到西方企业界的高度重视,购并和战略联盟的案例屡见不鲜。仅2000年一年,欧盟加瑞士16国企业通过兼并与重组方式进行的对外投资（不包括欧洲内部相互间投资）总额就高达3200亿美元,其中流入到美国的资金多达2240亿美元,占了全部投资额的70%。其跨国兼并的规模仅次于欧洲的北美企业,涉及标的金额…     

Upstream regulation in mature network industry: evidence from Nordic mobile telecommunications markets

This article investigates the effects of upstream regulation that aims to create niches and attract new type of entrants on the competitive environment of downstream markets. Using unique cross-country data of Nordic mobile telecommunications markets, we show that upstream regulation leads to (i) increases in both number and aggregate market share of service-based providers in the downstream market, (ii) an increase in the number of service-based providers, thus increasing their aggregate market share, but no opposite direction of results and (iii) a lower retail price level, proxied by average revenue per user. Our findings imply that upstream regulation may be able to achieve better outcomes when the policy objectives are to revitalize mature network industries and to enhance consumer welfare.     

Understanding the culture of markets: A reflection

This essay examines Virgil Storr’s (2013) Understanding the Culture of Markets, particularly the relationship between cultures and constitutions and the particulars of the ideal-typical ‘spirit’ of capitalism. Culture cannot be viewed as a constitution, I argue, because of fundamental differences between the two types of guidance to conduct, both for the actors within them and the researchers studying them. I also consider possibly conflicting interpretations of the idea of the animating spirit(s) of a market in the context of Storr’s example of the economic culture of the Bahamas.