非奥运赞助商:"擦"并快乐着

奥运会就像一个魔方,它给消费者造成的感觉是:能够成为奥运赞助商的企业都是"很厉害"的,这些企业的产品和服务自然也是可以信赖的.借助奥运会这个四年一次的体育盛事,可以在短时间内极大地提高知名度和美誉度,因而企业为了能在这个有限的平台上占有一席之地而绞尽脑汁.     

Cause-Related Marketing: Keys to Successful Relationships with Corporate Sponsors and Their Customers

SUMMARY

An increasingly popular method for nonprofits to raise awareness, educate the public, and receive financial support from corporations is through cause-related marketing. The distinctive feature of cause-related marketing is the corporate sponsor's contribution to a designated cause being tied to customers' participating in revenue-producing transactions with the sponsor. The sponsor benefits from favorable publicity and increased sales. This article discusses factors contributing to the potential success of a cause-related marketing campaign: the sponsor's product quality, fair pricing, and customer traits; the nonprofit's and the sponsor's reputation, shared values, good communication, and commitment; a well-planned and executed campaign, and specific terms that protect both party's assets and clearly outline each party's responsibilities.     

An Investigation of Children's Ability to Identify Sponsors and Understand Sponsorship Intentions

Sponsorship has become an important tool for companies that target children with their market offerings. Despite growing firm interest in assessing sponsorship effectiveness and public concern about the effects on children, research to date has not investigated how sponsorship functions for children. This article addresses both issues by examining children's perceptions of sponsors (i.e., ability to identify sponsors in different conditions) and their perceptions of sponsorship (i.e., ability to understand sponsorship intentions). Because prior research on these issues is scarce, the conceptual reasoning relies on findings from advertising literature pertaining to children and sponsorship literature. An empirical study features sponsorships in a theme park for children. The results reveal implications for managers and public policymakers, as well as avenues for further research.     

Models of Consumer Bankruptcy: Implications for Research and Policy

The author explores three models of individual bankruptcy law which might provide some guidance for analysing policy and for posing further research questions in relation to bankruptcy as a legal and social institution. The models are: (1) Bankruptcy law as a response to deviant behaviour; (2) Bankruptcy as consumer protection; (3) Bankruptcy as social welfare law. Some tentative thoughts are also offered on the comparative analysis of consumer bankruptcy as a focus for understanding relationships between legal and social norms.     

Political environments and business strategy: Implications for managers

Globalization leads to increased business opportunities and changing rules of the game. Different institutional settings and different organizational players continuously shape business opportunities through different public policy processes operating in various locales. Herein, we develop a framework, based on the work of Nobel laureate Douglas North, which enables managers to determine essential considerations of public policy arenas where they may operate or consider operating.     

Productivity and the economic pastoral: Implications for growth

This paper identifies the fundamental principles and ethical norms presented in the first draft of the U.S. Bishops' Pastoral Letter on Catholic Social Teaching and the U.S. Economy which apply to the issue of economic productivity. These principles are compared with accepted managerial principles for improving productivity and the similarities noted. Finally, the new challenge of the Economic Pastoral is identified as extending the scope of application of these principles beyond those persons who are working in an enterprise to those persons who are affected by the enterprise. Robert L. Armacost is Assistant Professor of Management Science at Marquette University, and chairperson of the planning committee for Archdiocesan-wide hearings on the Economic Pastoral. He is published in Operations Research and Mathematical Programming.     

北京奥运会赞助商满载而归

<正>由Aha!Research公司提供的调研资料显示,北京2008奥运会官方赞助商在此次参与中收益匪浅。与非赞助商品牌相比较,赞助商品牌享有较高的品牌推荐及更正面品牌态度。据估计,结合此次全球性赛事,北京2008奥运会位居前12位的官方赞助商平均为其自有品     

Mentoring in organizations: Implications for women

This paper reviews the literature on the mentoring process in organizations and why mentoring can be critical to the career success of women managers and professionals. It examines some of the reasons why it is more difficult for women to find mentors than it is for men. Particular attention is paid to potential problems in cross-gender mentoring. A feminist perspective is then applied to the general notion of mentorships for women. The paper concludes with an examination of what organizations can do to further mentor relationships and an agenda for further research in this area.     

Returning young adults: Implications for marketers

This article examines a growing phenomenon termed returning young adults or RYAs. It looks at currently held beliefs about the group, examines characteristics of a matched sample of RYAs and persons not living at home, and discusses implications about the viability of the RYA group as a segment of interest to marketers. © 1994 John Wiley & Sons, Inc.     

Sacred Attributions: Implications for Marketplace Behavior

Prior research in marketing has extensively examined attribution theory and how this influences product evaluations; however, such research has only examined secular attributions to a company, employees, other consumers, or one's self. Thus, through a series of three studies, the research herein examines a new category of attributions—sacred attributions—to determine when consumers make secular versus sacred attributions and how this influences product evaluations. Study 1 shows that religiosity is positively correlated with sacred attributions. Additionally, Study 1 finds that sacred attributions to God are more likely in positive consumption situations, while sacred attributions to Satan are more likely in negative consumption situations. Study 2 finds that God (Satan) attributions lead to positive (negative) product evaluations, and these effects are pervasive, regardless of religious priming. Study 3 increases external validity by using real businesses to show that sacred attributions are greatest for businesses with a sacred value system, although these effects differ based on situational affect. Findings build upon the literature on attribution theory and priming.     

危机公关赞助商续跑110栏

<正>2008年8月18日,"中国飞人"刘翔因伤撼别第29届北京奥运会。对于刘翔的退赛,有人失望、有人愤怒、有人痛苦、有人谩骂,但是更多的是国人的理解与支持。面对突发事件,商家的经验和教训才最重要,刘翔是否依旧     

Attributional complexity of monoculturals and biculturals: Implications for cross-cultural competence

Cross-cultural Competence (CC) of managers in globally dispersed MNE affiliates is one of the most effective means to overcome the liability of foreignness. Although managers high in biculturalism may have more resources than monoculturals to acquire (and deploy) CC in mitigating liability of foreignness, this has not been adequately examined. We contribute by examining the influence of two new antecedents of CC –biculturalism and Attributional Complexity. In four studies, we find that these antecedents are related to CC, effectiveness outcomes, and show incremental value over established personality traits in predicting them. We discuss contributions, limitations, future directions, and managerial implications.     

旅游公共服务:国际经验与启示

提供旅游公共服务既是政府发挥其促进与保障本国旅游业健康、持续发展之功能的体现,也是其使旅游业顺应"以人为本"发展趋势的途径之一。旅游业较发达的国家和地区大多非常重视旅游公共服务的建设,并采取一系列措施,从法律、政策、财力投入等方面予以保证,不断提高旅游公共服务的水平和质量。     

Recruiting and Retaining Older Adult Volunteers: Implications for Practice

There is an increased interest in the promotion of volunteering within nonprofit organizations. In this paper organizational supports for recruiting and managing volunteering among older adults are explored. The paper describes an intervention comprising an intergenerational reading program delivered by volunteers in eight schools in the Republic of Ireland. The research draws on qualitative data from a mixed-methods research project (2009–2011) that evaluated outcome and process aspects of the reading program. The qualitative data was collected from a group of older volunteers aged 55 years and older. This present study frames the empirical findings within a volunteering framework that involved deductively analyzing the data using attributes associated with “volunteerability” and “recruitability.” Through this analytical framework a number of features were identified as contributing to greater knowledge of marketing strategies to recruit and retain volunteers within nonprofit organizations. The paper concludes with a set of core practice messages for organizations that rely on volunteers in the delivery of their service.     

The GATS negotiations: Implications for health and social services

Health and social services have so far attracted fewer commitments than virtually all other large sectors covered by the GATS. What are the reasons behind the low level of negotiating interest? What impact would GATS-bound reforms have on the provision of health and social services?     

Bank structure and mortgage rates: Implications for interstate banking

Competition in financial markets has been the subject of many studies in the area of market structure and performance. This paper analyzes the differences in mortgage rates between unit banking and branch banking states to consider the likely outcome of interstate banking on competition. A model of interest rate determination is developed which suggests that, at least in the mortgage market, interstate banking will, ceteris paribus, decrease competition if it lowers the number of competing firms and increases deposit concentration levels. Support is provided for the argument that only those states under statewide branching laws may receive more competitive environments from the spread of interstate banking.