CONVEX RISK MEASURES FOR GOOD DEAL BOUNDS

We study convex risk measures describing the upper and lower bounds of a good deal bound, which is a subinterval of a no‐arbitrage pricing bound. We call such a convex risk measure a good deal valuation and give a set of equivalent conditions for its existence in terms of market. A good deal valuation is characterized by several equivalent properties and in particular, we see that a convex risk measure is a good deal valuation only if it is given as a risk indifference price. An application to shortfall risk measure is given. In addition, we show that the no‐free‐lunch (NFL) condition is equivalent to the existence of a relevant convex risk measure, which is a good deal valuation. The relevance turns out to be a condition for a good deal valuation to be reasonable. Further, we investigate conditions under which any good deal valuation is relevant.     

Making an exciting brand big: Brand personality,logo size and brand evaluation

This research examines how brand personality (excitement) and logo size used in product design (big versus small) interacts in affecting consumer brand evaluation. We first demonstrate that combining a big logo and a high-excitement brand (versus a small logo combined with a high-excitement brand) leads to high processing fluency, further resulting in more favourable brand evaluation (Study 1). We then determine the consumption situation as a moderator of such an interaction effect: the influence of the big logo and high-excitement-brand combination on brand evaluation is significantly weakened in a private consumption situation (a T-shirt worn at home) compared to a public consumption situation (a T-shirt worn outside, Study 2a), and becomes insignificant for a private product category (slippers, Study 2b).     

The separateness-connectedness self-schema: Scale development and application to message construction

Two studies were conducted to assess separateness-connectedness (SC) as a new message variable and as a new individual difference variable in advertising. Study I began the process of developing a Separateness-Connectedness scale based on a sample of 140 college students (97 Westerners and 43 non-Westerners, 81 males and 59 females) attending a midwestern university. The 9-item, 2-factor scale revealed good reliability and construct validity. The structure of the overall model was then successfully tested on a new sample by confirmatory factor analysis. In Study II an experiment assessed whether the separateness/connectedness self-schema would moderate the effect of using either a connected or a separated advertising appeal on consumers' attitude toward the ad. As predicted, a significant interaction effect was found. The results revealed that individuals with a separate self-schema preferred a separated advertising theme, and individuals with a connected self-schema preferred a connected advertising theme. Implications for advertising managers, the studies' limitations, and future research directions are also discussed. © 1997 John Wiley & Sons, Inc.     

Place the good after the bad: effects of emotional shifts on consumer memory

Marketing research has a limited understanding about the effects arising from emotional shifts (i.e., the transition from one emotion to another) during the same advertising message. This paper sheds light on this topic through two studies. Study 1 examines whether an advertising message that features a negative-to-positive emotional shift (i.e., a shift from a negative to a positive emotion) generates greater recall of an advertised brand than an advertising message with a neutral-to-positive emotional shift (i.e., a shift from a neutral to a positive emotion) or one with no emotional shift. Study 2 examines whether an advertising message that simulates a buyer-seller encounter—with the seller reproducing a negative-to-positive emotional shift via facial expressions—generates a greater recall of the advertised content than an identical advertisement with no emotional shift. Results confirm that a negative-to-positive shift facilitates the recall of both the brand and the advertised information.     

A Progressive Search for a Group Ranking with Robust Conclusions on Prudent Orders

We consider the problem where rankings, provided for instance by a group of evaluators, have to be combined into a common group ranking. In such a context, Arrow and Raynaud suggested that the compromise ranking should be a prudent order. In general, a prudent order is not unique. That is why, we propose to manage this possible multiplicity of compromise solutions by computing robust conclusions. This allows for a progressive refinement of the decision model and supports the group to eventually select one group ranking. The approach is illustrated on a problem where a group of junior researchers has to agree on a ranking of research domains.     

A Bayesian survey technique for rare subjects

We propose a methodology to draw a representative sample from a population with a small fraction of potential customers for a certain product or a service. The objective is to increase the expected number of potential customers in a sample of fixed size representing the whole population. The method also provides a useful way of incorporating subjective judgement and uncertainty into the sampling plan. This approach has produced very satisfactory results for rare event problems in a number of telecommunications applications.     

When less is more? The contingent effect of product supply limitation in the release of new electronic products

In the market of consumer electronics, firms often limit their product supply to create a scarcity effect to entice consumers to buy their product. However, the outcome of such a strategy is not always desirable. In this study, we propose the product configuration level as a contingent variable that works with the supply level to affect the outcome of a supply limitation strategy. With a vignette-based experiment, we find that for a product with a superior configuration, consumers' purchase intention is boosted only if the supply is very limited. For a product with an inferior configuration, however, the supply limitation strategy does not work at any supply level. Therefore, the supply limitation strategy works only for a superior product configuration and at a fine-tuned supply level.     

Revisiting the Concept of a Societal Orientation: Conceptualization and Delineation

Marketers have traditionally evaluated products and practices on the basis of whether something could be sold. It is also important to evaluate products and practices from a societal perspective, “Should a product be sold?” The first idea reflects a managerial orientation and what must be done to sell a product; the second idea reflects a societal orientation and the impact of selling a product. In relation to the second idea, the societal marketing concept was introduced in 1972. There has been little advancement in our understanding of a societal orientation since that time. The current study presents a conceptualization of a societal orientation based on a review of literature and qualitative interviews. The construct was conceptualized as “attention to the long-term well-being of individuals and society at large by enhancing positive impacts from and reducing negative effects associated with production and consumption of a product.” Five domains comprising a societal orientation are proposed: physical consequences, psychological well-being, social relationships, economic contribution, and environmental consciousness.     

高新技术企业综合评估系统研究

对高新技术企业的评估是一项非常重要的工作,因为它直接关系到对高新技术企业投资的成功与否。根据我国实际情况,结合国内外已有的研究成果,运用AHP法建立高新技术企业评估指标体系,并且利用模糊数学建立高新技术企业综合评估模型,旨在较好地解决对高新技术企业评估的问题。     

Tax evasion and financial repression

Using a simple overlapping generations framework, calibrated to four Southern European countries, we analyze the relationship between tax evasion, determined endogenously, and financial repression. We show that higher degree of tax evasion within a country, resulting from a higher level of corruption and a lower penalty rate, yields higher degrees of financial repression as a social optimum. However, a higher degree of tax evasion, due to a lower tax rate, reduces the severity of the financial restriction.     

Competition in Markets and Competition for Markets

This paper builds on a distinction that is sometimes made between competition in a market and competition for a market. Competition for a market refers to the struggle to create a new market, or to erect a new standard, and it is usually associated with the process of innovation that brings new displacing technologies to market. Competition in a market is the conventional view of competition, and concentrates on the actions of incumbents and imitative entrants in well-established markets. The paper reviews some of the issues that competition for markets raises for anti-trust policy makers, and then asks whether competition for a market is a perfect substitute for competition in a market.     

OPTIMAL DIVIDEND PAYMENTS WHEN CASH RESERVES FOLLOW A JUMP‐DIFFUSION PROCESS

We consider a model in which a firm faces two types of liquidity risks: a Brownian risk and a Poisson risk. The firm chooses a dividend policy to maximize shareholder value. We characterize the optimal firm value and we show that the optimal dividend policy is a barrier strategy: the firm keeps cash inside when the cash reserves level is less than a critical threshold and pays cash in excess of this threshold. We also analyze the problem of insurance against the Poisson risk. We find that it is optimal for the firm to buy full insurance when its cash reserves are above a critical threshold and not to insure otherwise.     

Firms’ export decisions—fixed trade costs and the size of the export market

This article presents a model of international trade under monopolistic competition. In the increasing returns sector firms face fixed, in addition to variable, trade costs, and both exporters and non-exporters may coexist. Exporters benefit from access to large foreign markets, thus a small country has a higher share of exporting firms than a large one. In contrast to standard models, the increasing returns sector will be more open in a small country than in a large one, and a small country may be a net exporter of such commodities, despite the disadvantage of a smaller home market.     

Applying yield management pricing to your service business

Yield management pricing is a broad term that describes how a service provider can secure higher revenues from its relatively fixed capacity. There are several major advantages associated with the use of yield management pricing. Through use of yield management, a firm can better compete against a low-cost provider. Yield management pricing is an effective mechanism to allocate a service provider's relatively fixed capacity, and is also a more efficient alternative to providing discounts on a much broader scale. This article discusses how a service provider can develop and maintain a yield management system through completion of eight interrelated steps.     

Developing Group Ordered Weighted Averaging Operator Weights for Group Decision Support

A few single decision-making methods under uncertainty (SDMUU) are available in the literature. The reason for such scarcity seems to be mainly due to too insufficient information to induce a reasonable result for effective decision support. Moreover their final outcomes on the same SDMUU problem may be different depending on which method is applied. A group decision-making method under uncertainty (GDMUU) extends a SDMUU in a sense that a group of individuals, each expressing different opinions, work together to solve a relevant problem. As in a SDMUU, we find that just a few methods are available to solve a GDMUU problem. In the paper, the ordered weighted averaging (OWA) method, originally devised for use with the SDMUU problem, is considered to deal with a GDMUU problem where individuals of a group express their degree of optimism in terms of attitudinal characters. We first find the extreme points corresponding to the attitudinal character and then solve a quadratic mathematical program which minimizes a squared distance from each extreme point identified. Thus the resulting OWA operator weights for the group are located at the center of the weights-space constructed by attitudinal characters. This idea is further extended to deal with uncertain attitudinal character expressed in the form of interval in situations where it is difficult to reliably obtain a precise attitudinal character due to time pressure and a limited domain knowledge and so on.     

The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”     

Consumers' Trust in a Brand and the Link to Brand Loyalty

Brands are important in the consumer market. They are the interface between consumers and the company, and consumers may develop loyalty to brands. This study proposes that trust in a brand is important and is a key factor in the development of brand loyalty. Factors hypothesized to influence trust in a brand include a number of brand characteristics, company characteristics and consumer-brand characteristics. Respondents representing a broad spectrum of Singapore consumers were surveyed. The findings reveal that brand characteristics are relatively more important in their effects on a consumer's trust in a brand. The results also show that trust in a brand is positively related to brand loyalty. Marketers should, therefore, take careful consideration of brand factors in the development of trust in a brand.     

How do interorganizational and interpersonal networks affect a firm's strategic adaptive capability in a transition economy?

This paper examines the effects of a firm's interorganizational network characteristics and a CEO's interpersonal network ties on a firm's strategic adaptive capability in a transition economy. Using a unique survey dataset of 250 Chinese firms, the paper focuses on the compositional diversity of a firm's interorganizational network and the structural holes in a CEO's interpersonal network. The results show that an interorganizational network that is diverse in composition and an interpersonal network that is rich in structural holes have significantly positive effects on a firm's strategic adaptive capability in China's transition economy. However, a negative interaction effect occurs between interorganizational network diversity and interpersonal network structural holes. The results suggest that managers simultaneously consider both the individual and joint effects of interorganizational and interpersonal network characteristics when developing firm strategies.