区域分割、先行者优势与铁矿石进口价格谈判劣势

本文从钢铁行业市场的区域分割这一特点出发,通过一个多阶段博弈模型说明,市场结构越分散,大型钢铁企业争夺先行者优势的激励越大,从而在国际铁矿石谈判中的耐心程度越低。实证研究支持了这一结论。因此应当提高钢铁行业的市场集中度,尤其是促进跨区域兼并重组。     

比较优势与我国服务贸易研究

比较优势理论是国际贸易中的一个重要理论，由于服务贸易与货物贸易不同，因此决定服务贸易的比较优势也有所不同。本分析了比较优势在服务贸易中的特点，存在的问题以及如何更好地将比较优势理论应用于我国服务贸易。     

Planning and implementing effective mobile marketing programs

Mobile marketing is an ever increasingly important component of a firm's overall promotional strategy. The importance of this medium can be seen through time spent on mobile media, number of searches, and direct and indirect mobile-generated sales. Despite its increased importance, the effectiveness of mobile marketing needs to be improved based on such metrics as bounce rates, add-to-cart rates, shopping cart abandonment, and average order size. Strategies to increase the effectiveness of mobile marketing are discussed. Firms need to capitalize on the three major strategic advantages of mobile marketing: (1) the fact that mobile marketing devices are always on, always connected, and always with the consumer; (2) the ability to generate location-sensitive offers; and (3) the ability to send relevant personalized messages and offers. Firms also need to develop and implement an effective mobile marketing strategy through a series of activities. These include understanding and reacting to the complexity of mobile marketing, designing sites based on ease of use versus ‘bells and whistles,’ increasing opt-in rates, using effective customer engagement strategies, and developing effective mobile coupons. Criteria to evaluate the effectiveness of mobile marketing are discussed.     

Context and mobile services' value-in-use

Context is an inherent part of service use experiences that helps to understand when mobile services generate superior value-in-use for customers and are preferred to other services, but little research exists on the subject. In order to fill this void, a theoretical value framework incorporating context is proposed. The findings of 85 mobile service use situations indicate strong evidence for two types of value: context value and value-in-use. Furthermore, the paper identifies new context value categories such as uncertain conditions, refines the meanings of other context and value-in-use categories, and concludes that conditional value enhances the value of mobile services.     

Market pioneers, late movers, and the resource-based view (RBV): A conceptual model

Lieberman and Montgomery note that “…we see benefits from linking empirical findings on first-mover advantages with the complementary stream of research on the resource-based view of the firm” (1998, p. 1111); they suggest that such a link will help explain differences in firm performance. Therefore, this study develops a conceptual framework linking FMAs with the resource-based view of the firm (RBV); in doing so, this framework explains the links between entry timing, resource management, and firm performance. Specifically, this study examines FMAs in light of a four-step resource management process [Morgan RM. Relationship marketing and marketing strategy: the evolution of relationship strategy within the organization. In: Sheth JN, Parvatiyar A, editors. Handbook of Relationship Marketing. Thousand Oaks, California: SAGE Publications, 2000. p. 481–504.; Morgan RM, Hunt S. Relationship-based competitive advantage: the role of relationship marketing in marketing strategy. J Bus Res 1999; 46 (November): 281–90.] consisting of: 1) efficient acquisition (EA), 2) bundling/combining (BC), 3) positioning (POS), and 4) maintenance/protection (MP). The link between FMAs and the resource management process helps explain why so few first movers retain their advantages.     

Consumer processing of mobile online stores: Sources and effects of processing fluency

This research explores the role of processing fluency perceptions in consumer experiences of mobile online shopping. Processing fluency refers to the ease with which information is processed, and plays a pivotal role in the short, interactive sessions that characterize interactions with mobile devices. The findings from two empirical studies suggest that perceived visual complexity reduces fluency perceptions, while perceived visual congruence (between the mobile online store and the conventional, computer-accessible online store) has the opposite effect. No differences were found in the effects of visual congruence perceptions between mobile shopping touchpoints. Processing fluency, in turn, positively affects both satisfaction with the mobile online store and choice satisfaction.     

Measuring and forecasting mobile game app engagement

Monetization strategies in the large and strongly growing mobile app space must go beyond traditional purchase revenue as most mobile apps are now free to download. One key marketing innovation allows mobile app publishers to monetize ongoing engagement — in-app advertising.We study ongoing user engagement with a mobile app after the initial download decision using the $40 billion mobile gaming industry as an example. Our study investigates and forecasts user engagement after the initial download aiming to help publishers to monetize their engagement via in-app advertising. We leverage a novel dataset containing user-level engagement for 193 mobile games and propose a hierarchical Poisson model on a mobile-game level. We find significant usage heterogeneity across the mobile games studied and generate forecasts publishers can use when trying to monetize engagement via pre-sold contracts.     

The effect of early international commitment on international positional advantages in Spanish and Belgian international new ventures

Past research into internationalisation processes assumes that prior experience influences both a firm’s capability to absorb foreign market knowledge and its international competitiveness. However, recent international entrepreneurship research seems to suggest that an early international commitment can also contribute to develop competitive advantages. Further study of this relationship will provide a better understanding of the competitive behaviour of international new ventures. This paper focuses on how international new ventures acquire market knowledge from foreign markets and develop sustainable positional advantages there. The hypotheses derived from our model were tested using extended data gathered from samples of Spanish and Belgian new ventures. To support the validity of the scale content used, all the items were taken from a review of related literature. We attempted to ensure that they meet the conceptual definition and reflect all the relevant dimensions. We used confirmatory analysis to evaluate convergent validity. A structural equation model was used to test the research hypotheses. The results of the data analysis allow us to confirm that an early international commitment influences the positional advantages of international new ventures, since it facilitates the development of market orientation.     

Strategic trade policies with first-mover and second-mover advantages in a vertical structure

With strategic trade policies, we consider first- and second-mover advantages in a vertical structure given the two-part tariff contract (composed of the input price and the fixed fee) of an upstream firm, where a home and a foreign final-good firms export to a third-country market. We find that the upstream firms’ and governments’ preference orderings over sequential versus simultaneous play and over free trade versus a regime of subsidies contrast with early results in the strategic trade policy. Thus, the endogenous market structure is that (i) the potential leader chooses the Leader role with quantity strategies, and the equilibrium trade regime is unilateral subsidy regardless of the nature of goods; (ii) with price strategies, the potential leader chooses the simultaneous timing, and the equilibrium trade regime is bilateral taxes (free trade) when goods are substitutes (complements).     

3G时代手机广告的可行性与必要性分析

本文在对国内外手机广告发展现状描述基础上,从技术、资金和政策层面分析3G时代手机广告的可行性;从企业营销和广告经济两个角度论述3G时代手机广告的必要性。同时指出,随着3G时代的到来,手机广告将迎来更加光明的发展前景。     

Customer behavioural intentions towards mobile money services adoption in Ghana

This study examined the determinants of mobile money service usage intentions and assessed the effect of social influence (SI) on mobile money services adoption and behavioural intentions (BIs). The sample of the study comprised 300 mobile money service users in Ghana. Guided by the conceptual framework and two theories identified to have an effect on technology adoption and consumer behaviour, eight hypotheses were developed and tested using Structural Equation Modelling Techniques. It is discovered that perceived ease of use, perceived usefulness, perceived trust and perceived cost of use have a strong influence on mobile money service usage. The study found SI to have a significant effect on the adoption and BI. Providers ensure that their mobile application services are simple to operate, fulfil specific consumers’ needs, protect consumers’ accounts to ensure trust and are affordable, hence positively influencing consumers’ adoption of services.     

First come, first served: How market and non-market actions influence pioneer market share

This study examines the relationship between the erosion of first-mover advantages and the competitive behavior of pioneer and follower firms in a service industry—in this case, the European mobile telecommunications industry. The research analyzes the role of market actions related to innovation, pricing and promotion, and non-market actions related to judicial issues. The study finds that first movers enjoy a sustainable market share advantage in this service industry, but that this advantage depends on the type of actions taken by pioneers and followers. Specifically, followers that take more market actions than the pioneer are not able to erode the first-mover's advantage. However, followers taking more non-market actions - such as litigation and complaints - are successful at taking market share from the pioneer.     

The influence of satisfaction on customer retention in mobile phone market

This study examines the determinants of customer satisfaction and customer loyalty in the Peruvian mobile phone market. Based in a survey to 1259 customers, Multinomial Logit and GSEM estimations show how determinants of customer satisfaction can be assessed when satisfaction is measured through ordered categorical data. The results confirm that in mobile phone market Customer Satisfaction influences strongly on Customer Loyalty, and in turn Loyalty is an important determinant of Customer Retention. In contrast with previous literature, this study identified the differentiated influence of diverse factors on positive and negative customer satisfaction categories. Indeed while results show that quality of service assessments made by customers had a significant impact on both negative and positive customer satisfaction categories; assessments of other service attributes like customer care, information on tariffs and plans and billing clarity, only showed a significant statistical influence on positive categories of customer satisfaction. Similar asymmetrical results were found with regard to other economic, socioeconomic and geographical determinants of customer decisions. As well, an analog effect is also observed in the relationship between customer satisfaction and loyalty, where only positive satisfaction assessments helps to explain the loyalty of users. Finally, results show that while satisfaction can be identified as a powerful cause of CR, switching barriers did not deter more demanding customers to switch to alternative carriers, suggesting that recent pro-competition regulatory reforms implemented in Peru contributed to reduce these barriers to competition in mobile markets.     

Governance mechanisms for mobile service innovation in value networks

Service innovation often requires multiple organizations to work together in complex, dynamic networks. Existing literature shows that mechanisms like trust, power and contracts govern activities in organizational networks. Scholars rarely study how such a mix of mechanisms evolves over time, especially not in relation to different stages of service innovation. This paper connects a phasing model on service innovation to concepts of inter-organizational governance in value networks, by examining what governance mechanisms are in use during service development, implementation and commercialization. This study analyzes an international survey among operators, content providers and application developers in the Mobile Internet services domain, which is noted for its complex inter-organizational networks. The findings suggest that power-based governance is in use in the early stages of developing service concepts and technologies, while trust-based governance is in use during implementation, roll-out and commercialization. Contract-based governance is most common during implementation and roll-out.     

Rethinking cross-border mobile payment ecosystems: A process study of mobile payment platform complementors,network effect holes and ecosystem modules

This study investigates how and why the Cross-Border Mobile Payment (CBMP) platform complementor develops complementary CBMP ecosystems. Drawing on research into platforms and ecosystems, platform complementor, CBMP, and International Business (IB), we propose that the evolution of CBMP platform complementors follows a modular process driven by transaction costs and network effects. Data from a research setting of a CBMP platform complementor’s international expansion between 2016 and 2020 suggest that the positive and persistent network effect holes provide an economic incentive for the CBMP platform complementor to create ecosystem modules. However, the mechanism by which ecosystem members participate in the module and co-create value is that they create full chain accountability, absorbing the network effect holes and lowering the module’s transaction costs. We propose a modularized process model that explains the CBMP platform complementor’s evolution based on our findings. We believe that our study contributes to the IB studies and operations by exploring the new phenomenon of CBMP platform complementors, adopting innovative research methods by integrating modularization and process patterning analysis, and extending the traditional transaction cost theory to the digital realm by incorporating the mechanism of network effect holes to its application in the formation of CBMP task modules.     

Enablers and inhibitors of permission-based marketing: A case of mobile coupons

Permission-based marketing is a unique marketing practice that requires consumers' overt consent. Previous studies examined only either positive or negative predictors of adoption of permission-based marketing practices. Thus, the current study proposes and tests both enablers and inhibitors that determine consumers' adoption decision of permissionbased marketing in a context of mobile coupons and aims to provide insights on relative importance of antecedents. A national survey of US consumers (N=611) supported the proposed model. Perceived risk and subjective norm are particularly important for consumers who have never used mobile coupons. Moderating effects of prior experience was also examined. Finding of moderating effects of prior experience in mobile service adoption suggests research implications for future studies.     

Driving factors of post adoption behavior in mobile data services

Although research interest in post adoption behavior of ICT (Information and Communication Technology) users increases from year to year, few studies examine how motivational factors and service type influence post adoption behavior. This study investigates the antecedents of post adoption behavior in the Mobile Data Services (MDS) domain. The study conducted a nationwide online survey in Korea to verify the proposed research model that includes motivational factors and service type. Two extrinsic motivation factors (post usefulness and post monetary value) and two intrinsic motivation factors (post ease of use and post enjoyment) are the main components of the motivational factors. The results of the study reveal that the motivational factors and service type influence the post adopter type in the MDS context. The findings of this study help provide guidelines for MDS providers to select a target market and to devise a strategy that meets the stated objectives of the selected market.     

An assessment of value creation in mobile service delivery and the moderating role of time consciousness

This study focuses on the perceived utilitarian value of a new service delivery mode, the mobile channel. The authors develop a framework that incorporates three mode-specific benefits - time convenience, user control, and service compatibility - as well as two costs - perceived risk and cognitive effort - as antecedents of perceived value. Because of the pervasiveness of time criticality as a value-added characteristic of the mobile channel, they also investigate the moderating influence of consumers’ time consciousness. They empirically investigate the model using mobile brokerage services as an illustrative application. The results reveal that the identified antecedents, with the exception of service compatibility, have a strong impact on mobile channel value perceptions, which in turn influence behavioral intentions. The authors also find that time consciousness moderates the aforementioned relationships.     

The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers

The effects of consumer perceived value and subjective norm on using mobile data services between American and Korean consumers were examined to explain the differences and similarities in consumer mobile data service adoption behavior in this study. The antecedent effects of four dimensions of consumer perceived value showed different behavioral intention to use mobile data services between the two countries. Emotional value was found to be the most significant effect on using mobile data services for consumers in the two countries. Subjective norm was a significant antecedent of attitude and behavioral intention to use mobile data services for American consumers, but it was not evident for Korean consumers.     

Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit

Retailers increasingly use mobile coupon services to deliver promotional offers to consumers. This paper draws on the theory of regulatory focus to explain mobile coupon redemption. The paper proposes that redemption depends on the extent to which a mobile coupon requires consumers to divert from their focal shopping motivation. Regulatory fit, the perception of receiving an offer that is relevant to consumers' regulatory goals, mediates this divergence effect, but only for utilitarian shoppers. Results from two scenario experiments support the main hypothesis and show that utilitarian shoppers perceive greater regulatory fit when an offer is compatible with their focal shopping motivation. In contrast, hedonic shoppers perceive no difference in regulatory fit when an offer diverts them from their focal shopping motivation. This explains why hedonic shoppers redeem a wider variety of offers than utilitarian shoppers and why utilitarian shoppers require more personalization to generate coupon redemption.