Vertical merger: monopolization for downstream quasi‐rents

This paper provides a welfare analysis of vertical merger between an input monopolist and downstream firms that compete perfectly in a homogeneous product market. The distinguishing feature of the present model is that the downstream firms face capacity constraints. As a result of downstream quasi‐rents, vertical merger—the extent of merger is gauged by the capacity share of the acquired downstream firm—may either raise or lower final output. An analytical criterion for distinguishing pro‐ and anti‐competitive mergers is derived, which relies entirely on pre‐merger market quantities and the capacity share of the downstream target. A common result is that vertical merger is output‐increasing even when unaffiliated downstream rivals are completely foreclosed. Copyright © 2008 John Wiley & Sons, Ltd.     

Strategic behavior in a service industry

A model of service duopoly is formulated, where the arrival of customers and their service time in the firm are stochastic. The firms first choose the service capacity, and given the capacity they then choose the price in a Bertrand competition. Capacity choices have a negative externality on the competitor, since increased capacity in one firm decreases its expected full price (price plus cost of waiting) and leads to a flow of customers from the other firm. If the firms choose capacities strategically, it is optimal to underinvest compared to the non‐strategic case, but this result may arise in different ways. By underinvesting the firms commit themselves to longer queues (lower quality) to relax price competition. Copyright © 2002 John Wiley & Sons, Ltd.     

Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry

International Entrepreneurship and Management Journal - With a surge in communication channels increasing the complexity of today’s media landscape, companies face new challenges concerning...     

Increased word‐of‐mouth via strategic cause‐related marketing

• This research examines word‐of‐mouth (WOM) promotions as an additional consequence of a successful cause‐related marketing (CRM) partnership. Firms properly aligned in CRM partnerships should increase positive feelings that can translate into positive WOM from the public. WOM efforts should be considered in marketing campaigns to develop successful long‐term CRM strategies. Additionally, carefully planned CRM campaigns with positive WOM give firms a competitive advantage without the backlash of consumer skepticism often reported when firms attempt to manipulate WOM campaigns. This study is grounded in associative learning theory which provides support for the strengthened associative links between firm and charity when the relationship is properly aligned. This empirical study suggests that strategically aligned CRM relationships can improve positive WOM recommendations. Results of ANOVA and factor analysis indicate that consumers are more receptive to CRM partnerships that consist of compatibility between firm and charity that persist over time. Results suggest that consumers are more likely to recommend the more properly aligned partnerships to others.

Copyright © 2010 John Wiley & Sons, Ltd.     

绿色营销:我国饭店业的新战略

随着人们绿色意识的增强,饭店业也由传统的营销方式转变为绿色营销战略。文章着重探讨了绿色营销作为新型的战略在饭店业中的运用。     

Examining company experiences of a UK cause‐related marketing campaign

The primary aim of the research was to examine commercial organisations' perceptions of the benefits of cause‐related marketing and the extent to which these benefits were achieved through their involvement with a UK cause‐related marketing campaign. The study also explored companies' views on the management of relationships between the profit and nonprofit organisations involved in a cause‐related marketing partnership. The research was conducted with companies involved in the cause‐related marketing campaign of one UK charity. Analysis of the data, gathered by means of a postal questionnaire, revealed that the benefits of cause‐related marketing perceived to be the most important in this context were increasing press coverage and raising brand awareness. Other important benefits included the opportunity to demonstrate social responsibility and enhance corporate reputation as well as building customer loyalty and increasing sales. Benefits achieved through participation in the cause‐related marketing campaign were limited to improved corporate reputation and social responsibility and press coverage. Recommendations for improved management of the partnership heavily emphasised joint planning processes, at the strategic and implementation levels. Copyright © 2003 Henry Stewart Publications     

Building e‐support for cause‐related marketing through strategic alliances

New opportunities for nonprofit organisations to reach new donors and volunteers are being generated by an accelerated interest in cause‐related marketing on the part of both consumers and business firms, in conjunction with the emergence of the Internet. Together, these conditions have created a climate conducive for nonprofit alliances with corporations to become one of the fastest growing forms of marketing today. This paper examines online cause‐related marketing from the fundraiser's perspective, and sets forth a series of marketing management implications of building relationships with businesses and their customers as potential donors on the Internet. Copyright © 2000 Henry Stewart Publications.     

Higher education in flight: a new direction for international assignments research

This paper draws attention to the significant internationalisation of the higher education sector and role of international assignments in supporting and driving this. The paper then proceeds to identify the similarities and unique features of the sector in the context of international assignments which we argue, primarily revolve around alternative forms, namely international frequent flyers and short-term assignments. Finally, a model is proposed that may facilitate higher education institutes in more effective international assignment utilisation.     

Enhancing employee and organizational performance through coaching based on mystery shopper feedback: A quasi‐experimental study

Based on reinforcement theory, a quasi‐experimental design was used to evaluate the effect of (a) feedback obtained from (b) a relatively neutral third party (namely, mystery shoppers) that was obtained on a (c) variable interval schedule for managers to use to (d) coach their employees. An interrupted time‐series design showed that both employee and organizational performance increased as a result of this intervention. Performance dropped when this intervention was cut back and, subsequently, discontinued. These results were replicated in two additional restaurants. © 2012 Wiley Periodicals, Inc.     

市场营销专业创业教育的实施

文章从社会需求分析出发,明确创业教育的必要性,并根据工作经验,提出开展市场营销专业创业教育的思路。     

Cause‐related marketing and customer donations in an online marketplace

• eBay for Charity provides mechanisms for embedding charitable fundraising and donations into the UK's largest online marketplace, with 18 million unique visitors each month. This paper explores some of our findings concerning the impact of charitable activity on the behaviour of those who participate, including buyers, sellers, and the charities themselves, and suggests ways these findings could be applied to other forms of online fundraising in the future.

Copyright © 2012 John Wiley & Sons, Ltd.     

Safety process innovation in medical service industry

Safety issues are generally ignored in the innovation of services for internal and external customers. The purpose of this study is to provide a safety mechanism framework for process innovation in medical service industry. This study applies action research to develop a safety framework for process innovation. The practicality of the proposed method is demonstrated using a case study of Cesarean sections in Taiwan. The proposed step for safety process innovation and safety process innovation framework (SPIF) were verified by eight experts and tested with Delphi. The most important concept concerning SPIF is that it provides a clear framework for evaluating the risk of potential failure in each subsystem of process in innovation.     

Extending the supply chain: Integrating operations and marketing in the online grocery industry

This study reports results from case studies of four Internet-ordering and home-delivery grocers and 2440 of their customers. Each grocer follows a different operations strategy as determined by choice of where to fulfill customer orders (from existing stores or from a dedicated DC) and by choice of delivery method (direct to the customer's home/office or indirect via customer pickup or third-party logistics provider). The survey data from customers are used to assess the degree of integration between marketing and operations and the relationship with customer behavioral intentions. The results indicate that eBusiness-, product-, and service-quality, all have a significant direct effect on customer behavioral intentions to purchase again. There is limited support for technology as a moderating factor. Finally, the relationships between the predictor variables and customer behavioral intentions differ across grocers. This supports the idea that grocers utilizing different operational strategies should focus attention on different facets of their business and provides insight as to where efforts should be directed.     

Dynamics and equilibrium in a structural model of wide‐body commercial aircraft markets

This paper develops and estimates a dynamic equilibrium model of the market for new and used commercial aircraft. The model is estimated by maximum simulated likelihood using data on wide‐body aircraft owners and prices for transactions occurring 1978‐1997. The importance of explicitly modeling dynamics and equilibrium in new and used markets for durable goods is illustrated in two counterfactual experiments. Estimates of the structural model are used to show that implementing an investment tax credit not only increases demand for new wide‐body aircraft by the airlines that receive the tax credit, but also increases the number of new wide‐body aircraft owned by airlines not directly affected by the policy. Further, the model indicates that a policy which improves the efficiency of secondary markets for used wide‐body aircraft will also stimulate demand for new wide‐body aircraft. Copyright © 2010 John Wiley & Sons, Ltd.     

Leader‐member exchangeand job satisfacton: Cross‐industry comparisons and predicted employee turnover

The present research analyzes quality of leader‐member exchange (LMX) and job satisfaction and predicts employee turnover rates in the food manufacturing, restaurant, and banking industries resulting from low‐quality LMX and job dissatisfaction. It confirms the reliability and construct validity of the well‐known LMX scale and Minnesota Job Satisfaction Questionnaire (MSQ) in cross‐industry comparisons. It also identifies the shape of the hypothesized relationships among the three industries. Comparisons indicate that in the service sector, quality of LMX is significantly higher than in manufacturing, that the level of job satisfaction is higher in manufacturing than in service, and that satisfaction with supervision has a significant impact on job satisfaction.     

Understanding factors influencing consumer attitudes toward cause‐related marketing

• Cause‐related marketing (CRM) has proliferated as a marketing strategy and is being employed by numerous brands across product categories. Despite its widespread popularity, not much is known about the factors that influence consumer attitudes toward CRM. In this study, we investigate the antecedents of consumer attitudes toward CRM, specifically sociodemographic characteristics, consumer susceptibility to interpersonal influence, and mediating role of consumer values. We test causal relationships employing a partial least squares‐based structural equation model. The data are collected via a structured questionnaire resulting in 456 valid responses. Our study demonstrates that attitudes toward CRM are influenced by sociodemographic characteristics with personal values acting as mediator. In addition, our findings show that consumer susceptibility to interpersonal influence affects the importance given to values, which in turn influences attitudes toward CRM. Our study makes theoretical contributions in the domain of CRM, specifically regarding the role of personal values, interpersonal influences, and sociodemographic factors in influencing attitudes toward CRM. In addition, the findings have relevance for managers responsible for their CRM campaigns.

Copyright © 2014 John Wiley & Sons, Ltd.     

The differential effects of job design on knowledge workers and manual workers: A quasi‐experimental field study in China

When Taylorism was discarded long ago, job enrichment emerged as a good alternative. Recent research, however, has pointed out the ineffectiveness of job enrichment. This study suggests that both approaches could be effective and looks at job nature as the moderator that can affect how the two approaches are applied. The authors' longitudinal quasi‐experimental field study in China found a significant interaction between worker type (knowledge workers [KWs] versus manual workers [MWs]) and job characteristics on employee outcomes. After enrichment, KWs experienced higher satisfaction and task performance, whereas for MWs, satisfaction and performance declined. This pattern of results suggests that both job enrichment and Taylorism are applicable depending on the job nature. In addition to contributing to job design theory, the present study also explored the unique attributes of KWs and provides practical suggestions as to how human resource managers can better motivate KWs. © 2011 Wiley Periodicals, Inc.