The Compatibility of Advertising Regulation and the First Amendment

This article argues that advertising regulation and the First Amendment are not nearly so incompatible as has been popularly suggested. The reason lies in their common historical roots. Advertising regulation has its origins in the law of caveat emptor, a law of freedom of speech established from the same philosophical background as was the First Amendment. This relationship is described, and implications for present and future regulation are discussed.     

比较优势与竞争优势的对比研究

比较优势和竞争优势是既有区别又有联系的两个概念,本文对这两个概念在假设条件、贸易政策、对国际贸易的原因地解释及对国际贸易的解释几个方面进行了区分。通过区分,得出了一定的现实意义。     

Advertising & the Internet

The year 1999 could be dubbed the ‘Year of the Internet’. The medium has generated more news and comment than almost any other topic and has become a key part of many people's working and leisure lives. This article looks at the data that has been produced concerning the spread of the Internet as a medium, the Internet as a vehicle of advertising and the amount of money spent by Internet-based companies on advertising in the traditional media. However, a warning is required regarding the statistics presented below. The Internet is a very new medium and there are few, if any, consistent measurements of any of the key data. As a consequence much of the data presented does not compare like with like. The figures on penetration and Internet adspend give only an indication of the actual number online or amount spent. They are more useful as indicators of the relative development of different national markets and the growth trends in these markets. Data as robust and reliable as the adspend data collected for the ‘traditional’ advertising media is still many months or even years away.     

再论比较优势与竞争优势

波特提出国家竞争优势理论是比较优势的一大进步。但有人将竞争优势与比较优势并列起来作为贸易的基础，并且认为比较优势已经过时，竞争优势才揭示了贸易根源。国家竞争优势理论对于这种完全割裂二者的看法，本文提出不同的见解。     

Brands,Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes

Advertisers worldwide are designing advertising with an eye toward viral activity particularly within social networking sites such as Facebook. Yet, little is known about the social processes at play when ads are shared. Taking a consumer-centric approach, this study investigates the social processes central to ads going viral within the Social Web. Conducting a national online experiment, the intertwining roles of brand relationships, interpersonal relationships, and sharing motivations in the social exchange of advertising are explored by testing two proposed referral decision-making processes: referral and referral acceptance. Results suggest that brand relationships and interpersonal relationships impact referral of ads within SNSs, and brand relationships interact with sharing motivations to impact decisions; specifically, brand relationships are conduits for ensuring reciprocal altruism in exchange, but their influence is tempered within stronger interpersonal relationships. Practical and theoretical implications are discussed.     

Environmental Marketing: A Source of Reputational, Competitive, and Financial Advantage

Corporate reputation is an intangible asset that is related to marketing and financial performance. The social, economic, and global environment of the 1990'shas resulted in environmental performance becoming an increasingly important component of a company'sreputation. This paper explores the relationship between reputation, environmental performance, and financial performance, and looks at the contingencies that impact environmental policy making.     

超经济学视角的企业竞争优势观

竞争优势实质上是一种价值创造能力,是一种比较生产力,具有一定的相对性.企业可以通过资源聚焦、补短扬长、避短扬长、策略联盟、规制创新等途径构筑或强化竞争优势.从历史的角度来说,企业竞争优势曾先后表现为生产规模、经营宽度、纵向一体化、核心能力、创新能力等.企业竞争优势是自然选择、产业结构、资源能力、文化制度、知识创新等内外部多种因素互动的结果.     

环境战略、组织能力与竞争优势——通过积极的环境问题反应来塑造组织能力、创建竞争优势

我国社会与经济发展面临着突出的环境问题。在利益相关者的诉求下,企业可以增加环境投资,但是一个关键的问题是环境问题将成为企业负担还是利润来源?为此本文探讨环境管理对企业绩效影响的内部发生机制。研究发现,企业实施积极的环境战略,能够从中获得创新能力、组织学习、跨部门合作和整合利益相关者等组织能力;其中环境战略通过组织学习与跨部门合作能力正面影响成本优势,环境战略通过跨部门合作与整合利益相关者正面影响差异化优势。     

比较优势理论与竞争优势理论关系探究

本文从历史的逻辑的角度,阐释了比较优势理论和竞争优势理论的关系。指出比较优势理论致力于解释经济现象和揭示经济规律,隶属于经济学;竞争优势理论致力于用经济规律指导经济管理运行,隶属于管理学。两种理论既相联系又相区别。     

Selecting and Implementing Service Technology: Control,Uncertainty and Competitive Advantage

This article explores practical and competitive aspects of the role that technology plays in service firms. A review of resource-based theory leads to a conceptual model describing how technology can contribute to sustainable competitive advantage (SCA). The pragmatic challenge of implementation is then explored and the first conceptual model is extended. These discussions lead to two research propositions that are employed to (a) select four suitable case studies from a larger sample, and (b) structure subsequent analysis and discussion of the case findings. The propositions and corresponding data reveal a potential paradox implicit in the technology selection and implementation process. Namely that SCA is often based upon resources that emerge from conditions of uncertainty, ambiguity and poor ex ante 'measurability', whereas these same conditions have a negative impact upon managerial control and therefore implementation success.     

Small & Medium Gold & Fashion Enterprises (SMEs) in Arezzo,Italy: Competitive Challenges and Strategic Implications

ABSTRACT

This paper provides some empirical evidence on organizational characteristics and strategies of firms in the Italian gold and fashion industries. The analysis is based on a data set of three SME clusters in Arezzo (a city and province in Tuscany, Italy, southeast of Florence) which led us to the identification of two main alternative strategies which can be implemented when facing the new global competition: a firm-centered brand strategy and an outsourcing strategy (a supply alliance with co-branding possibilities with one or more large Italian firms). We analyzed the resources and competencies of firms that adopted different export marketing strategies and further explored the relationship between strategic choices and performance of participating firms (measured in terms of growth, innovation, and export capabilities). The results show that the choice of a strategy is strongly influenced by the ability of SMEs to respond to changes in consumer behavior and competition, and that some variables significantly affect performance. Both strategies can be effective, and in some cases it is suggested to follow the middle of the road competitive approach: combining the two strategies, exporting own brand directly to the end markets and collaborating with a large firm in order to achieve a sustainable and significant competitive advantage.     

竞争优势来源研究的理论演进

面向21世纪知识经济的挑战,如何在变革的环境中获取竞争优势是制定企业战略的关键因素。企业竞争优势从何而来,在激烈竞争的动态环境中,企业的持续竞争优势越来越依赖于无形的核心能力,企业只有通过培育和加强核心能力,有效的组织学习和不断的知识创新,才能帮助企业获得持续的竞争优势。     

技术创新、贸易竞争优势与出口绩效的实证研究——以山东省为例

本文以山东省为例对技术创新与贸易竞争优势的产业分布与动态变迁进行实证研究,在此基础上使用出口绩效的不变弹性函数来分析技术创新对出口绩效改善的贡献。分析结果表明,技术创新的产业分布与贸易竞争优势基本吻合,滞后一期的技术创新与出口绩效显著正相关。与纺织、食品、家具等传统出口部门相比,汽车、化工等出口需求缺乏弹性的产业部门中较高的研发支出促进了产品品质的改善与新产品的创造,有效提升了产品的差异化竞争优势,改善了贸易条件与出口绩效。尽管如此,制成品出口的技术结构并未显著提高,垂直专业化分工与垂直产业内贸易仍是资本技术密集型产业参与国际分工与贸易的主要形式。