食品检测试剂盒评价

通过对国内外食品安全检测试剂盒评价制度的比较和研究,学习和借鉴国外评价管理模式,对今后建立和规范国内检测试剂盒的评价、市场准入等管理制度,确保检测试剂盒的质量,具有十分重要的现实意义。     

The first export order: a marketing innovation revisited

This study reports on an investigation into what lies behind a firm's first export order and revisits the questions posed in the classic article by Simmonds and Smith [(1968). British Journal of Marketing, 2, 93–100]. It concentrates on risk/reward considerations in decision-making. Interviews were undertaken with owner/managers who were the key decision-makers in 10 newly internationalising UK start-up firms, that is, in their first year of operation, in order to avoid recollections in respect of hindsight. The findings highlight that a variety of factors can affect the decision of owner/managers in small firms to start their internationalisation path. Decisions are made in the context of perceived risk/reward considerations regarding exploiting various opportunities; for example, what are considered to be affordable losses against respective owner/manager's objectives and experience. The contribution of the study is that it employs an effectuation lens in respect of the first export decision.     

Assessing the Self-service Technology Encounters: Development and Validation of SSTQUAL Scale

Self-service technologies (SSTs) have enhanced the role technology plays in customer interactions with firms, yet instruments that systematically measure the service quality of SSTs from the perspective of customers remain underdeveloped. Based on psychometric scale development approaches, this study conceptualized, constructed, refined, and tested a multiple-item scale that examined key factors influencing SST service quality. Through qualitative and quantitative studies in four separate phases, a 20-item seven-dimension SSTQUAL scale was developed that includes functionality, enjoyment, security, assurance, design, convenience, and customization. The scale demonstrates sound psychometric properties based on findings from various reliability and validity tests as well as vigorous scale replications across industries and consumer traits using several different samples. The utility of the proposed scale is discussed for implications, limitations and future research.     

The study of important marketing issues in an evolving field

In response to Kohli and Haenlein (2021), this paper addresses how, at this point in timemarketing can be maximally useful, both for contributing to the body-of-knowledge of marketing and for solving practical marketing problems. I first discuss the three current major dynamics in marketing and how to deal with them: (i) Vertical drift (movement away from marketing in the direction of its supplying disciplines); (ii) Lateral drift (new business fields becoming active in native marketing territories); and (iii) The ICT revolution. Next, the paper examines the alleged low tide of marketing theory and discuss how, in the absence of new grand theories but in an abundance of studies on specialized marketing problems, the field can organically develop marketing knowledge. Finally, the paper investigates the role of subdomains in marketing and related issues of the unity of the field and the self-identity of marketing scholars. The paper produces several recommendations, summarized in the last section.     

Commentary: advancing marketing strategy in the marketing discipline and beyond

ABSTRACT

Shelby Hunt provides an insightful, precise essay on the nature and contribution of the field of marketing across five distinct periods and concludes with a discussion of the potential for the field of marketing, both within marketing and across allied fields of management. This ‘promise’ of marketing’s academic future is followed by a discussion of the key factors likely to play a significant role in lessening the contribution of the field. The purpose of this commentary is to focus on Hunt’s key question regarding Era V: Is the future of the marketing discipline promising or problematic? As such, this commentary addresses four issues: (1) the ‘promising’ assets that the discipline has in play; (2) the slide towards academic irrelevance and, thus, the ‘problem’; (3) Hunt’s observations on how the slide might be reversed; and (4) my viewpoint on what can be done to reverse the slide.     

7种甲型H1N1流感病毒核酸检测方法的比较和验证

[目的]比较和验证7种甲型H1N1流感病毒核酸检测方法,筛选出可用于实验室日常检测的方法,并证实实验室具有正确操作这些方法的能力。[方法]应用7种方法检测甲型H1N1流感病毒核酸,包括5种SYBR Green Ⅰ荧光RT-PCR法和2种Taqman探针荧光RT-PCR法的商业试剂盒,用于方法比较和验证的参考样品包括猪流感H1N1病毒核酸、2009年新甲型H1N1流感病毒核酸、能力验证样品等不同来源的核酸。[结果]2种预期用于猪流感H1N1病毒核酸检测的SYBR Green Ⅰ荧光RT-PCR法均能达到预期目的;3种预期用于2009年新甲型H1N1流感病毒核酸检测的SYBR Green Ⅰ荧光RT-PCR法均无法区分2009年新甲型H1N1流感病毒核酸和猪流感H1N1病毒核酸;2种Taqman探针荧光RT-PCR试剂盒均能正确检出2009年新甲型H1N1流感病毒核酸,但只有1种可检出能力验证阳性样品。[结论]5种SYBRGreen Ⅰ荧光RT-PCR法中有2种能用于猪流感H1N1病毒核酸的检测,另外3种不能用于新甲型H1N1流感病毒核酸的检测;2种Taqman探针荧光RT-PCR法的商业试剂盒能用于2009年新甲型H1N1流感病毒核酸的检测。     

企业网络营销道德问题研究

21世纪网络营销必将成为企业成功营销的必备手段之一,而网络营销中出现的诸多道德问题却阻碍着网络经济的发展。因此,企业必须认识到不道德的营销行为给企业带来的利益是短暂的,要想获得长期竞争优势,必须要加强道德建设,并从外部约束机制和内部自律两个方面来解决网络营销道德问题。     

Brand equity in hospital marketing

Health care marketers face unique challenges around the world, due in part to the role the health care field plays in contributing to public welfare. Hospital marketing in Korea is particularly challenging since Korean law prohibits hospitals from running any advertising. As a result, Korean hospitals depend heavily on customer relationship management (CRM). This study identifies five factors that influence the creation of brand equity through successful customer relationships: trust, customer satisfaction, relationship commitment, brand loyalty, and brand awareness. An empirical test of the relationships among these factors suggests that hospitals can be successful in creating image and positive brand equity if they can manage their customer relationships well.     

Sabotage in Corporate Contests – An Experimental Analysis

In corporate contests, employees compete for a prize. Ideally, contests induce employees to exert productive effort which increases their probability of winning. In many environments, however, employees can also improve their own ranking position by harming their colleagues. Such negative incentive effects of corporate contests are largely unexplored, which can partly be attributed to the fact that sabotaging behavior is almost unobservable in the field. In this study we analyze behavior in experimental contests with heterogeneous players who are able to mutually sabotage each other. We find that sabotaging behavior systematically varies with the composition of different types of contestants. Moreover, if the saboteur’s identity is revealed sabotage decreases while retaliation motives prevail. Our results promise to be valuable when designing corporate contests.     

Wearout effects in target marketing

Given that most advertising campaigns attempt to target advertisements to a specified demographic or product usage group, it seems reasonable to demand a high correlation between exposure to the media and membership of the target group. A surprising result of this research is that this correlation peaks and then declines as the number of insertions or spots in the campaign increases. That is, there appears to be a wearout effect of target market advertising beyond a certain exposure level. A simple formula is derived that gives the optimal number of insertions in the advertising campaign for the strongest link between media exposure and membership of the target group.     

The impact of entrepreneurial marketing on innovative marketing performance in small- and medium-sized companies

ABSTRACT

This study examines the impact of entrepreneurial marketing on innovative marketing in small- and medium-sized companies producing industrial tools and mechanical parts. The statistical population of this study consisted of all owners and workers of industrial tools and mechanical parts around the world. The sample size includes 195 people who were chosen through simple random sampling method and Cochran formula. This is a correlational research and the data were collected using a questionnaire designed by theoretical foundations and Likert scale. The validity of the tool was confirmed using the opinions of experts and specialists and the reliability of the questionnaire was confirmed using Cronbach’s alpha (0.891). Data were analyzed through structural equation modeling. The results show that value creation that includes creating value for customers through the products and services, and marketing activities and technology has the greatest impact on innovative performance. Also, innovation, which includes innovative strategy, management believes in innovation, and using new methods to carry out activities, is in the next place. Among the factors, the leverage of resources, which include the financial and human forces, has the least effect on innovative performance.     

Member-organization connection impacts in affinity marketing

Affinity marketing collaboration is a growing practice in the marketplace, yet theories to explain its influence are scarce in the literature. This study suggests two complementary cause-related effects stemming from an organization's connection with its members to explain the underlying mechanism of affinity marketing. The convergent findings of a survey and an experiment reveal that the responses of consumers in affinity marketing are both empathetic and particularistic. These characteristics distinguish affinity marketing from general commercial co-branding and from cause-related strategies which call for sympathetic and altruistic responses. These effects are more pronounced among individuals with a high interdependent orientation in collectivistic cultures. The dual influence of these effects makes affinity marketing an ideal marketing strategy for improving customer loyalty in the more interdependent societies in Asia.     

Midstream value creation in social marketing

ABSTRACT

The purpose of this study is to develop improved understanding of how value is created at the midstream (meso) level in a collaborative smoke-free homes and cars social marketing programme. The study adopts a qualitative approach including interviews and observation. The findings show that the co-creative organisational model adopted for the Smokefree programme affords access to resources and capabilities of midstream actors and provides opportunities for reshaping and mobilising existing value networks. The focal organisation has a key role in coordinating, connecting actors and providing resources to facilitate value co-creation at the network level. The study illustrates that the service interaction allowed for customer-centred cues for action which took into account their context and the existence/lack of resources for value creation. The implications of this study are discussed, in particular, in terms of the role of focal organisations in managing value networks, the social context, configurational fit and resources of actors involved in community-based social marketing and the need for policies and practices to provide health professionals with role support for health promotion.     

Managing advertising investments in marketing channels

This paper investigates how should manufacturers optimally allocate resources to retailer-initiated (retailer) advertising through cooperative advertising programs and own (manufacturer) advertising in a bilateral monopoly. Retailer advertising stimulates immediate sales but may also harm long-term (post-advertising) demand, whereas manufacturer advertising aims at building brand equity and stimulates both immediate and long-term sales. A game-theoretic model in which a manufacturer and a retailer set pricing and advertising decisions over a two-period planning horizon is developed to account for the differences between manufacturer and retailer advertising. We characterize equilibrium solutions for four advertising scenarios for the manufacturer, ranging from no investment in any advertising activity to undertaking own advertising and supporting retailer advertising simultaneously. Comparing the two players’ equilibrium strategies and profits across these scenarios, we find that manufacturers should avoid offering exclusively cooperative advertising programs to retailers. When retailer advertising positively influences long-term sales, manufacturers should offer cooperative advertising supports to retailers in addition to undertaking their own advertising. When retailer advertising negatively affects long-term sales, manufacturers can still undertake own advertising and offer cooperative advertising under certain conditions. However, if these conditions are not met, focusing exclusively on own advertising is their best advertising strategy. Retailers also prefer scenarios in which manufacturers advertise, but may choose not to participate in manufacturers’ cooperative advertising programs. This leads to suboptimal outcomes if cooperative advertising programs are not enhanced by additional incentives (e.g., side payments or other services).     

Meta-analysis selection bias in marketing research

The tendency of meta-analytic authors to select particular studies is called selection bias. Selection bias can affect the strength of the meta-analytic estimate and the attention that scholars devote to the results. This research is, in effect, a meta-analysis of the effect sizes reported or calculated from 94 meta-analysis studies of various topics in marketing research. The analysis reveals that estimates depend on the publication status of the included studies. The greater the percentage of studies that were published in academic journals vs. non-published studies, the greater is the size of the meta-effects, and the more published studies from leading journals the meta-analysis includes, the stronger the effect size. The meta-analytic effect size is a mediator for the influence of both the ratio of unpublished studies and the ratio of studies from leading journals on the probability of a meta-analysis to be published in a leading journal, which increases the number of citations to a meta-analysis. The findings of this study have several implications for meta-analysts, editors, reviewers and the marketing community on how to conduct and read current and future meta-analysis in marketing research.     

Golder's historical method in research in marketing

This article reviews a seminal article in the historical marketing literature — “Historical Method in Marketing Research: With New Evidence on Long-Term Market Share Stability” (Golder, 2000). The present study uses citation analysis and commentary to consider the contributions of Golder (2000) to the marketing discipline. This review explores why the article is seminal and how Golder's article influences marketing historical research. Golder's article is important for two main reasons. First for its findings, which contradict commonly held beliefs about long-term market share stability, though the relevant literature largely ignores these findings. The literature does recognize Golder's (2000) second contribution of the historical method: his article offers clear guidelines to new and emerging research in historical marketing.     

Avoiding academic irrelevance in the marketing discipline: the promise of the history of marketing thought

ABSTRACT

This paper offers a commentary on Hunt’s ‘Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?)’. We focus on three issues: (1) the historical origins of marketing strategy, (2) resource-advantage theory as a general theory of competition and/or a general theory of marketing and (3) the current state and future promise of doctoral training in the history of marketing thought.     

Advances in strategic marketing and the advancement of the marketing discipline: the promise of theory

ABSTRACT

Hunt (2018, Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?). Journal of Marketing Management, 34, 16–51. doi:10.1080/0267257X.2017.1326973) provides a synthesis and critical review of over 100 years of marketing literature organised into four eras. In his prognosis of the outlook for Era V, Hunt notes that there are reasons to be optimistic about the prospects for both the marketing discipline, broadly, and the field of strategic marketing, specifically. However, he also draws attention to the concerns voiced by a number of marketing scholars regarding the current state of the field and the future outlook for the field. Hunt argues that the prospects for the marketing discipline and the field of strategic marketing are closely intertwined, and that the health of the latter contributes significantly to that of the former. Against this backdrop, this commentary focuses on the promise of theory for advances in strategic marketing and the advancement of the marketing discipline.