民族企业与跨国公司竞争的模型分析

立足于我国的实际情况,分析民族企业与跨国公司之间的竞争状况,并在此基础上建立民族企业与跨国公司竞争的分部模型和整体模型及其演化模型。分部模型分为价格竞争模型、产品和成本竞争模型以及研发竞争模型;整体演化模型分为螺旋上升模型、恶性循环模型和维持现状型。通过上述模型分析为我国产业的成长提供理论支持并为民族企业的成长提出决策建议。     

Impacts of Generic and Brand Advertising in the U.S. Potato Market

Abstract

The impacts of generic and branded advertising in the U.S. fresh potato, retail frozen potato, and potato chip markets are examined under exogenous and endogenous raw potato supply. The Almost Ideal Demand System is used to estimate the demand components. The general equilibrium elasticities derived from the complete model are used in a simulation analysis to assess the cross-commodity effects of incremental increases in advertising expenditures on equilibrium prices, quantities, revenues, and profits in each sector. The endogeneity of grower supply mitigate the impacts of advertising in the raw commodity sector and in the retail sectors.     

跨国公司服务外包的解决机制研究

跨国公司专注于核心业务而将非核心业务外包,已成为一种普遍的战略选择。外包可以降低交易成本,增强企业核心竞争力,优化企业价值链。但跨国公司需要建立起有效的解决机制,才能保证外包目的的实现。作为服务外包的发包方和主要承包方,跨国公司通过管理手段、政策措施等建立起有效的服务外包发包、承包解决机制。     

Informational/Transformational Appeals in Political Advertising: An Analysis of the Advertising Strategies of 2010 U.S. Gubernatorial Campaigns

This study addressed four gaps in political advertising research: (a) a better framework to replace the issue–image dichotomy, (b) differences in advertising strategies between incumbents and challengers, (c) influence of party positioning on candidate positioning in advertising, and (d) political advertising in state elections. Through a content analysis of 210 advertisements from the 2010 U.S. gubernatorial elections, it was revealed that (a) the concept of information/transformation was similar to the notion of issue/image, and the typology of informational/transformational advertising, after modification, adequately captured the complexity of political advertising; (b) the use of advertising appeals did differ between incumbents and challengers—incumbents used more transformational appeals and positive advertisements, whereas challengers used more informational appeals and negative advertisements; and (c) while the informational advertisements of the Republican candidates appeared to be substantially impacted by issues owned by their party, the influence of party positioning on candidate positioning was quite limited.     

欧美与日韩企业在华市场战略比较研究

近年来欧美、日本、韩国跨国公司在华发展显著,由于对市场理解和自身背景不同,这些跨国公司的经营战略思维和在华市场战略呈现出较大差异,表现在对华整体战略、投资战略、人才战略以及本土化进程等几个方面.通过比较研究欧美、日本、韩国企业在华市场经营战略的特点,进一步探讨跨国公司在华持续经营的对策.     

促进后向联系:跨国企业与当地供应商的发展

从外国子公司到本国企业的后向联系是东道国提高吸引外资效率的关键;而本国供应商的可得性、成本与质量是决定有效联系的基本要素。通过实地调研外国子公司与当地配套企业联系的具体情况,分析二者后向联系中存在的现实问题,文章提出了相应的政策建议。     

跨国公司嵌入与地方产业集聚的互动机制研究

跨国公司嵌入与地方产业集群之间具有互动耦合关系。一方面,跨国公司作为集群主导成员,发挥着增长极和孵化器作用,可以促进地方产业集群的发展,提升区域经济竞争力;另一方面,地方产业集群的发展对跨国公司竞争优势也具有重要影响,使集群优势向跨国公司区位优势转化,可以增强跨国公司自身的核心竞争力。跨国公司的嵌入与地方产业集群良性互动可以形成系统性的循环机制。     

Advertising Spending and Quality for Services: The Role of Capacity

In this paper we explore the relations among advertising spending, capacity and quality for services. Data from a sample of New York City restaurants show that mid-quality restaurants spend more on advertising than either high quality or low quality ones, contradicting the usual Nelson-type prediction that advertising spending increases with quality. Also, controlling for quality, restaurants with larger capacities advertise more. We present a model of services to explain these observations. The key features of the model are: (1) capacity constraints, (2) uncertain demand, (3) the presence of both informed and uninformed consumers, and (4) a technological link between capacity and quality. We argue that for services, advertising not only informs consumers, but it also can improve capacity utilization. Given this dual role, advertising is more valuable to firms with larger capacities and higher price-cost margins. The variation of these two elements with quality determines the advertising-quality relation.     

跨国公司内部竞合的决定因素剖析

随着子公司对资源以及知识共享程度、价值链合理化程度、共同功能整合程度等的提高,无论是以双边还是多边的方式,外国子公司之间的合作性越来越强,目的是为了追逐协同效应;与此同时,它们还为了争夺母公司的资源、公司支持、系统定位以及市场扩张而进行竞争.这种跨国公司内部的"竞合"现象的出现也进一步表明了国际市场竞争的加剧,而影响跨国公司内部竞合关系的因素很多.随着跨国公司的进一步发展,对跨国公司内部子公司间的竞合会表现出越来越复杂的形式.     

Evaluating the Message Strategy of U.S. Army Advertising: With Focus on Information Needs and Motivational Cues

A content analysis of 125 U.S. Army television commercials revealed that information about recruiting process and military lifestyle, the top two information needs of potential recruits, were not addressed as prominently in the commercials. The study also showed that Army commercials presented occupational motivations, which are more appropriate for potential reservists than active soldiers, more frequently than institutional motivations. The usage of information needs and motivational cues rested on a range of situational factors such as the number of wars in which the United States was engaged and the campaign's target audience. Implications for improving Army advertising were discussed.     

Product Placement Versus Conventional Advertising: The Impact on Brand Choice of Integrating Promotional Stimuli into Movies

ABSTRACT

Despite the increasingly favorable environment enjoyed by product placement, the question of whether this technique produces stronger behavioral effects than conventional advertising remains largely unexplored. Based on the transportation-imagery model, we hypothesized that, among users of well-established products, promotional stimuli produce stronger effects on brand choice when integrated into movies than when presented as independent ads, while among nonusers, no differences are expected. Our hypotheses were confirmed in a field experiment that compared the effects of a Coca-Cola placement within the movie Ways to Live Forever with the same Coca-Cola stimulus shown as a usual commercial.     

Overcoming the Barriers During Implementation and Use of the Balanced Scorecard by Multinational Companies in Brazil

ABSTRACT

Various studies on the use of the balanced scorecard (BSC) were conducted in developed countries with relatively stable environments. Nevertheless, research on the implementation and use of the BSC in the highly dynamic and complex environments of developing countries is still rare. The transfer of innovative management concepts to developing countries is a largely under-researched topic. This article examines the challenges of using the BSC in foreign MNCs in Brazil. Based on case studies, we focus on the most common barriers for the implementation and use of the BSC in Brazil and how to overcome them. Implications for researchers and practicing managers are provided.

RESUMEN. En los países desarrollados se realizaros diversos estudios sobre el uso del Scorecard Equilibrado (BSC-Balanced Scorecard), en entornos relativamente estables. No obstante, existen muy pocas investigaciones sobre la implementación y uso del BSC en entornos altamente dinámicos y complejos. La transferencia de conceptos gerenciales innovadores a los países en desarrollo, es un tema que no se ha estudiado a fondo todavía. Este artículo examina el reto inherente al uso del BSC en las empresas multinacionales en Brasil. Con base en estos estudios de caso, centralizamos nuestro interés en las barreras que enfrentadas más comúnmente para implementar y usar el BSC en Brasil, y cómo superarlas. También suministramos las implicancias que ellas tendrían para los investigadores y gerentes en ejercicio.

RESUMO. Vários estudos sobre o uso do Balanced Scorecard (BSC) foram conduzidos em países desenvolvidos e com ambientes relativamente estáveis. No entanto, pesquisa sobre a implementação e uso do BSC em ambientes altamente dinâmicos e complexos, presentes em países em desenvolvimento, é ainda bastante rara. A transferência de conceitos inovadores de gestão para países em desenvolvimento é um tema extremamente pouco pesquisado. Este artigo examina os desafios ligados ao uso do BSC em multinacionais estrangeiras no Brasil. Baseados em estudos de caso, nós direcionamos o foco para as barreiras mais comuns associadas à implementação e uso do BSC no Brasil e para as formas e maneiras de superá-las. São fornecidas implicações para pesquisadores e gestores usuários do BSC.     

The Impact of Communication on Conflict between Expatriate and Local Managers Working in NPD Projects of MNC Subsidiaries: A Local Perspective

This study investigates the impact of communication between expatriate and local managers on two types of conflict in subsidiaries of multinational companies (MNCs) engaged in new product development (NPD). The data was collected from 438 local NPD managers who regularly collaborate and communicate with expatriate managers. The findings suggest that the quality and bidirectionality of cross-cultural communication reduce relationship conflict but increase task-related conflict. In addition, a more formalized communication style increases both relationship conflict and task conflict. The findings hold implications for MNCs in that improvements to different communication dimensions are suggested.     

Corporate Social Responsibility and Business Value of Multinational Companies: Lessons from a Sub-Saharan African Environment

ABSTRACT

The issue of corporate social responsibility (CSR) as an approach for businesses to independently take actions that lead to better levels of societal development as well as higher value creation for the business, particularly in developing countries has gained much advocacy. Thus, the purpose of this study is to examine the relationship between CSR and business value of multinational companies (MNCs) in sub-Saharan Africa. The study adopted quantitative research methodology and using multiple regression analysis, findings show that CSR can positively and significantly predict business values in the multinational subsidiaries. These values include direct (economic value) and indirect (human capital value and reputational business value). This paper therefore contributes to a novel CSR index from the perspective of business value and sustainability of MNCs in the Sub-Saharan Africa (SSA) environment. Thus, the paper recommends MNCs operating in Africa to enhance their social investment through their CSR strategy with the aim that CSR must not be regarded as a cost center, but an investment instrument that can accrue various dividends.     

跨国零售企业中国市场营运模式比较及启示

纵观跨国零售企业中国市场的营销运作,显现出创新的竞争作为和卓越的竞争成效,因而有必要关注跨国零售企业中国市场营销个性的差异,尤其需要研究其营销共性的特征,将其营销运作模式进行对比分析,提炼核心能力的基本框架,把握核心能力关键所在,探索零售企业核心能力与行业竞争态势、目标市场竞争环境、以及总体竞争趋势的关联度,寻求我国零售企业跨入国际市场参与竞争的借鉴之路。     

美在华跨国公司投资与跨文化冲突研究

随着中美之间国际交往的逐渐深入,国际贸易和跨国投资也越来越大,中美文化差异导致的跨文化冲突在跨国公司的运营中也越发突出。深入探究跨文化冲突的根源,有的放矢的提出解决措施和对策,已经成为跨国公司管理不可忽视的一环。本文首先介绍了美在华跨国公司投资发展概况,其次分析了美国在华跨国公司跨文化冲突的各种表现,接着探讨了美国跨国公司在华投资的发展历程和跨文化冲突产生的根本原因,最后提出了相应的建议及对策。     

美日跨国公司全球R＆D网络比较及启示

在R&D全球化的背景下,以美日跨国公司全球R&D网络为研究对象,从国际R&D组织模式的选择、与海外学术机构的跨国界合作、全球人力资源战略三个方面进行比较和分析,揭示两国差异和原因,给出我国如何提高科技竞争力的启示。     

Market Research and Advertising Strategy in Portuguese Agencies: Perspectives of Professionals

SUMMARY

The advertising campaign development process is frequently described in manuals and textbooks. Nevertheless, the empirical perspective gives us a better understanding of the real world. In this study, we tried to understand, to systematize, and to describe the process of research and strategy in advertising agencies. To accomplish this objective we conducted 25 in-depth interviews with advertising agency professionals in Portugal. Cross-analysis of the statements allowed us to identify 5 themes: research done by the client before providing the brief to the agency, client's brief, information gathering done by the agency, brief's discussion inside the agency, and creative brief.     

The Impact of the Multinational in the Development: An Ethical Challenge

Multinational enterprises have continued their increase during the last decades. What these companies do and how they do, determines not only the economic development of countries, but also their social and cultural development. This enormous power implies responsibility and new challenges.If we also take into account the role of multinational enterprises in what has been called sustainable development, we see that their importance is still more decisive.In order to guide the performances of multinational enterprises that operate in developing countries, several supranational organizations like the ILO, the OECD, the EU and the UN have elaborated some recommendations to unify criteria and to set out some minimum standards to favor an integral development of these countries. In this document we present three of those with the greatest impact and we analyze them from the approach of an ethical sustainable human development.     

Cannot Manage without The ‚Significant Other’: Mining,Corporate Social Responsibility and Local Communities in Papua New Guinea

The increasing pressure from different facets of society exerted on multinational companies (MNCs) to become more philanthropic and claim ownership of their impacts is now becoming a standard practice. Although research in corporate social responsibility (CSR) has arguably been recent (see subsequent section), the application of activities taking a voluntary form from MNCs seem to vary reflecting a plethora of factors, particularly one obvious being the backwater local communities of developing countries where most of the natural extraction projects are located. This chapter examines views of two Papua New Guinea (PNG) local communities hosting large-scale mining operations and explains the demands arising from situational relativities, which are becoming too conspicuous for mine developers not to ignore. The research undertaken with several assertions highlights the perceived imperativeness allowing companies to integrate the CSR into the essential management pursuits of running mines in PNG. The author is grateful to the University of Western Sydney and the Oceania Development Network for seed grants which facilitated the fieldwork for this paper. On the same token, two field assistants and a colleague who aided with the statistical analysis of this work are also acknowledged. However, any failings of the paper remain the responsibility of the author.