论绿色产品定价应注意的几个问题

随着全球环境问题的日益突出,绿色营销观念逐渐被人们所认识和接受,绿色产品成为人们追求的一种消费时尚,因而生产绿色产品是企业今后求得发展的一种趋势。作为与传统产品不同的一种新型产品,绿色产品定价与一般产品定价既有相同之处,也存在不同的地方。绿色产品定价时还要注意环境成本与非成本因素对定价的影响。     

Evaluation of Aggressive Competitive Pricing Strategies

The main contribution of this paper is a method that allows one to study the effects of different degrees of competition. We find that optimal prices and profits are more sensitive to cooperative than to aggressive behavior on the part of competitors. With more aggressive policies, the average pricing level decreases and the average difference between high and low prices increases. An empirical model of the detergent market illustrates the methodology.     

Improving New Product Quality: An Empirical Study of Product Development Teams in Taiwan

ABSTRACT

The role of team and organizational factors affecting new product quality and their interactions as moderating the effects are examined. Results from a domestic study suggest that new product quality is positively affected by information capability in the team and quality orientation in the firm; in contrast, it is negatively related to the innovativeness of the new product as seen by the firm and speed-to-market pressure in the team. However, teams' information capabilities alleviate the negative effect of innovativeness on quality. Quality orientation lessens the relationship between information capability and new product quality. Functional diversity and tenure diversity do not affect new product quality. In addition, managerial implications and directions for future research are proposed.     

Market-Oriented New Product Design of Functional Orange Juice Beverages: A Qualitative Approach

Abstract

The functional beverages category is considered one of the most significant drivers of new product development (NPD) in recent years. Fifteen in-depth interviews and three focus groups were held between February and March 2003 to identify the most important attributes influencing consumers' purchase decisions for orange juice, and to explore consumers' attitudes towards existing and new functional orange juice beverages. The results suggested that functional food and beverage manufacturers should place a greater emphasis on the base product when evaluating new product concepts. This study highlighted the key role of qualitative research in facilitating the integration of consumers with the concept stage of the NPD process.     

A Nonstandard Approach to Option Pricing

Nonstandard probability theory and stochastic analysis, as developed by Loeb, Anderson, and Keisler, has the attractive feature that it allows one to exploit combinatorial aspects of a well-understood discrete theory in a continuous setting. We illustrate this with an example taken from financial economics: a nonstandard construction of the well-known Black-Scholes option pricing model allows us to view the resulting object at the same time as both (the hyperfinite version of) the binomial Cox-Ross-Rubinstein model (that is, a hyperfinite geometric random walk) and the continuous model introduced by Black and Scholes (a geometric Brownian motion). Nonstandard methods provide a means of moving freely back and forth between the discrete and continuous points of view. This enables us to give an elementary derivation of the Black-Scholes option pricing formula from the corresponding formula for the binomial model. We also devise an intuitive but rigorous method for constructing self-financing hedge portfolios for various contingent claims, again using the explicit constructions available in the hyperfinite binomial model, to give the portfolio appropriate to the Black-Scholes model. Thus, nonstandard analysis provides a rigorous basis for the economists' intuitive notion that the Black-Scholes model contains a built-in version of the Cox-Ross-Rubinstein model.     

Explaining Competitors' Reactions to New Product Introductions: The Roles of Event Characteristics,Managerial Interpretation,and Competitive Context

Competitive reactions to new product introductions can be explained by observable characteristics related to the event, and by the interpretations of these factors by the defending competitors. A general model of competitive response is developed to explore the mediating role of interpretation factors between event characteristics and reaction decisions, and to study the contextual factors that moderate the relationship between event characteristics and interpretations. Results clearly demonstrate that if the interpretation factor is not taken into account researchers may overlook the influence of important variables explaining competitive reactions. Also, results indicate heterogeneity among managers regarding their interpretation of observable characteristics. Possible moderating factors are explored. The outcomes of this study are important both for new scientific insights in competitive reaction decision making, and for managers who act in the competitive arena.     

顾客参与新产品开发的绩效影响:产品创新类型的调节效应

顾客参与企业新产品开发对新产品开发绩效有着重要影响,在处于转型经济背景下的中国进行相关研究更有着极为重要的战略意义。文章以B-B市场中的制造企业为研究对象,构建了以产品创新类型为调节变量的顾客参与对新产品开发绩效差异化影响的调节效应模型。研究表明,顾客参与对新产品开发时间绩效与创新绩效的积极影响会受到产品创新类型的调节作用;但产品创新类型对顾客参与和财务绩效关系的调节影响不显著。     

Effects of Organizational Learning and Information-Processing Behaviors on New Product Success

Individual learning constructs were formulated in an organizational learning context and empirically tested for relationships with new product success. Two constructs, information recording-retrieving and information reviewing, were found to be positively related to new product success. The relevance of these constructs to organizational learning theory are discussed, along with the implication that managers should carefully record and review past information to improve future new product success rates.     

不同消费者分布下双寡头产品差异化策略博弈分析

对产品实施差异化是企业的一种重要的竞争策略。传统的Hotelling模型通过假定消费者均匀分布在市场之中,研究企业产品差异化问题。在传统模型的基础上建立了一种消费者非均匀分布的双寡头定位定价竞争模型,用动态博弈论的方法求出了模型的子博弈纳什均衡,并根据均衡结果分析了几种消费者分布下双寡头企业的产品差异化策略、定位策略以及定价策略。     

A Neural Network for Predicting Manufacturers' Perceived Cooperation with Distributors in the New Product Development Process

ABSTRACT

This research has two objectives. The first is to develop a conceptual neural network for studying manufacturer-distributor cooperation in the new product development (NPD) process and to compare the neural network directly with the traditional multiple regression. The second objective is to examine the relative importance of the antecedents of manufacturer-distributor cooperation. Data from 295 U.S. manufacturing firms are used to test the neural models. The study demonstrates that neural network analysis is a good method predicting manufacturer-distributor cooperation in the NPD process. The results also show that the ranking of antecedents of manufacturer-distributor cooperation from most to least important is: relative dependence, shared values, communication, commitment, and trust. Implications for NPD managers are offered at the end of the paper.     

企业资本结构与产品市场竞争——一种新的理论视角

直到 2 0世纪 80年代 ,企业资本结构对产品市场竞争的影响才引起经济学家的广泛关注。对于这一问题的研究 ,存在着两种截然不同的理论结论 :一种观点认为企业债务水平的提高会使其在产品市场竞争中更为强硬 ,增强其竞争力 ;另一种观点则恰好相反。借鉴前人理论成果的基础上 ,尝试着提出了一种较为一般的分析框架 ,并将不同的理论成果作为这一分析框架的不同侧面。     

关系范式下新产品开发模式的变革

市场的成熟和技术的进步推动着营销从交易范式转变为关系范式。在关系范式下新产品开发在企业经营中的地位有了很大的提升,新产品开发模式本身也发生了根本性的变化。本文以关系营销的核心特征为理论依据,通过对交易范式和关系范式下新产品开发模式的比较研究,凸现关系范式下新产品开发模式的特点———“3I”,旨在为中国企业转变新产品开发模式,提升企业竞争力提供有益参考。     

跨国公司转移定价问题研究

跨国公司转移定价是为了优化资金配置、规避税负、规避东道国的各种管制、规避国际金融风险以及争夺、控制市场。我国之所以很少采取用此策略,其原因主要是存在对转移定价认识不充分,未形成有效的国际经营管理体制,缺乏快捷信息系统及有效的指导。我国应“因地制宜”地运用转移定价,重视定价的准备工作,转移定价既要考虑避税的综合收益,又应为东道国政府接受;要总结跨国公司经营教训,不断创新和熟练地运用转移定价策略,努力实现利润最大化和不断增强国际竞争力。     

跨国公司转移定价问题研究

跨国公司转移定价是为了优化资金配置、规避税负、规避东道国的各种管制、规避国际金融风险以及争夺、控制市场。我国之所以很少采取用此策略,其原因主要是存在对转移定价认识不充分,未形成有效的国际经营管理体制,缺乏快捷信息系统及有效的指导。我国应"因地制宜"地运用转移定价,重视定价的准备工作,转移定价既要考虑避税的综合收益,又应为东道国政府接受;要总结跨国公司经营教训,不断创新和熟练地运用转移定价策略,努力实现利润最大化和不断增强国际竞争力。     

Successful New Product Development: A Capital Budgeting Perspective

Several studies have emphasized the relationship between process and outcome in New Product Development (NPD). A key process which often appears to be performed less than satisfactorily in NPD is business and financial evaluation. This paper applies a capital budgeting perspective to NPD. It briefly explains “best practice” in project appraisal and suggests a link between the degree of capital budgeting “sophistication” and NPD performance. Evidence from a small sample of firms indicates that both size of capital budget and “sophistication” are significantly associated with ongoing success in NPD.     

新产品全程营销概论

全程营销强调将市场营销理念贯穿于新产品构思、研发、市场化的全过程。为满足顾客需求,实现公司利益和长远发展目标,应弄清新产品全程营销的内涵,详细分析其全生命周期营销和整合营销的特点,以此为新产品开发管理提供新的思路和方法。     

Product Category Pricing and Future Price Attractiveness: 99-Ending Pricing in a Memory-Based Context

Two experiments were used to examine the impact of 99-ending pricing on memory-based comparisons with a multiple product set. Results indicate that when a target is priced above/below a stimulus set, use of 99-ending prices for the highest and lowest prices in the stimulus set lessens target price attractiveness compared to when the highest and lowest prices are 00-ending. Attractiveness of targets priced within the stimulus set was not impacted by the use of 99- versus 00-ending pricing. Overall, participants appear to use an assimilation/contrast approach based upon left-digit processing in determining target price attractiveness.     

Virtual Product Placement as a New Approach to Measure Effectiveness of Placements

Product placement is a fast growing multi-billion dollar industry, yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a placement and, therefore, provide a basis for pricing of placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual product placement offers certain advantages: as a tool to measure the effectiveness of product placements; as assistance with the problem in the lack of audience selectivity in traditional product placement; as a testing of different audiences for brands; and in addressing a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands.     

A Micromodel of New Product Adoption with Heterogeneous and Forward-Looking Consumers: Application to the Digital Camera Category

We develop an empirical model for the adoption process of a new durable product that accounts for consumer heterogeneity as well as consumers forward-looking behavior. Accounting for heterogeneity is important for two reasons. As the mix of consumers with different preferences and price sensitivities could change over time, firms need to update their marketing strategies. Further, it allows for a variety of shapes for the aggregate adoption process over time. As prices for durable and technology products fall over time with firms continually introducing enhanced products, consumers may anticipate these prices and improvements and delay their purchases in the product category. Forward-looking consumers optimize purchase timing by trading off their utilities from buying the product and their expectations on future prices, quality levels, and brand availability. Such forward-looking behavior will result in price dynamics in the marketplace as price changes today influence future purchases. And it results in different shapes of the new product sales pattern over time by influencing the time to take-off. We show how the parameters of our model can be estimated using aggregate data on the sales, prices, and attributes of brands in a product category. We apply our model to market data from the digital camera category. Our data are consistent with the presence of both heterogeneity and forward looking behavior among consumers. At the product category level, we are able to decompose the effects of the entry of Sony into primary demand expansion and switching from other brands. At the brand level, we find that there exist several segments in the market with different preferences for the brands and different price sensitivities leading to differences in adoption timing and brand choice across segments. For a given brand, we show how the changing customer mix over time has implications for that brands pricing strategies. We characterize how price effects vary across brands and over time and how price changes in a given time period influence sales in subsequent periods. Model comparison and validation results are also provided.