How to use bottom-line writing in corporate communications

Efficient writing, or what the authors call bottom-line writing, results from writers telling the reader immediately what is their purpose in writing and what they expect of the reader. Inefficient, non-bottom-line writing does just the opposite. It displays a relentless use of discursive, circuitous organizational patterns.     

Exploring factors driving social recruiting: The case of Australian organizations

This study identifies key factors driving the organizational adoption of social recruiting technologies, such as LinkedIn, Facebook, and Twitter. The Technology, Organization, and Environment (TOE) framework, as an initial exploratory approach, is used to identify underlying factors of new technology adoption. Qualitative evidence collected from 12 Australian firms serves to specifically categorize key determinants of the organizational adoption of social recruiting technologies. It is found that apart from several TOE factors that significantly influence the organizational decision making with reference to social recruiting, top management support is seen as imperative for successful adoption of recruiting technologies. Formalization, comprehensiveness, and strategic orientation of organizational human resource departments are closely linked to adoption of social recruiting at the firm level. In addition, job applicants’ readiness and local success stories have driven firms to adopt social recruiting technologies. The study extends and modifies the TOE model to provide the theoretical foundations of social recruiting in the context of Australian organizations and help human resource professionals and practitioners to gain a better understanding of key drivers of organizational social recruiting.     

Integrated marketing communications in the Australian and New Zealand wine industry

Integrated marketing communications and the management of brands is a vital area for research in many industries. The global wine industry is facing significant changes including: retail concentration; proliferation of brands and labels; fragmenting consumer markets; and over-production. Improving the planning, implementation and integration of marketing communications activities is essential for the survival of brands and companies operating under these conditions. This research reports on findings into marketing communications integration in the context of the Australian and New Zealand wine industries. The research employs Duncan and Moriarty's (1997) abbreviated Integrated Marketing Audit to examine key communications issues and demonstrates that a higher level of integration is associated with better brand-related performance.     

基于Linux构建电力自动化设备逦汛网关

在电力自动化设备和子站或后台通信时,由于通信规约不一致,一般需要在中间采用通讯网关进行协议翻译和转换。利用Linux的多任务处理和准实时特性,可以满足同时处理多路设备数据的需求,同时保证数据传输的实时性。基于Linux系统建立的可扩展的通讯网关软件架构,可以解决设备类型、舰约增加带来的扩展问题。     

Managing organizational ethics: How ethics becomes pervasive within organizations

This study analyzes real experiences of culture management to better understand how ethics permeates organizations. In addition to reviewing the literature, we used an action-research methodology and conducted semistructured interviews in Spain and in the U.S. to approach the complexity and challenges of fostering a culture in which ethical considerations are a regular part of business discussions and decision making. The consistency of findings suggests patterns of organizational conditions, cultural elements, and opportunities that influence the management of organizational cultures centered on core ethical values. The ethical competencies of leaders and of the workforce also emerged as key factors. We identify three conditions—a sense of responsibility to society, conditions for ethical deliberation, and respect for moral autonomy—coupled with a diverse set of cultural elements that cause ethics to take root in culture when the opportunity arises. Leaders can use this knowledge of the mechanisms by which organizational factors influence ethical pervasiveness to better manage organizational ethics.     

中国民营企业如何"走出去"

近年来,我国民营企业凭借其产权清晰、经营灵活等优势,在“走出去”战略中凸现出来。许多在国内竞争中占优势的企业,通过“走出去”,在更广泛的领域、更高的层次参与国际竞争与合作。今天中国的民营企业已经与往日不同,在国际上的影响已经越来越大,愈来愈受到国外市场和地区的关注。但是从整体上看,     

如何开启环球品牌数字营销元年?——专访NBC环球中国品牌发展业务大中华区副总裁暨总经理徐迅光

2021年,元宇宙虚拟营销成为资本、品牌、前沿观察者们无法回避的热点话题,《中国广告》邀请虚拟偶像平台型服务商万像文化创始人夏冰(Summer)作为特邀专栏主编,结合行业洞察,采访涵盖新消费、影视、娱乐等领域知名品牌和平台的深耕者和参与者,展开深入对话,分享前沿观点,讨论数字人、虚拟化内容以及沉浸式体验在未来品牌与营销中的发展和长远意义。     

车用粉末涂料的全球市场探析

本文根据目前车用粉末涂料的发展态势,详细分析了我国粉末涂料发展缓慢的原因及其品种性能、介绍了粉末浆涂料涂装的优点及制备工艺、国外汽车粉末涂料制备技术取得进展、透视了粉末涂料市场概况;并指出了国外粉末涂料、涂装的发展趋势。     

如何用音乐让品牌更“动听”？——访独立音乐人、广告人莫安琪

莫安琪(AngelMo),自学音乐创作,从十三四岁就开始在网络上发表原创DEMO,以说唱和R&B为主。同时,莫安琪也是一名广告人,创立了新锐广告媒体公司——AMMO Production,和小伙伴一起,用音乐让品牌更为动听。莫安琪,这位有着优秀创作能力和很强爆发力的90后年轻歌手,在竞争激烈的音乐比赛中,取得很多骄人的成绩。     

How consumers use product reviews in the purchase decision process

This paper uses individual level data to examine the influence of product reviews in different stages of the consumer’s purchase decision process. Specifically, a two-stage model consisting of consideration set formation and choice is posited, where the consumer can incorporate information from product reviews in each stage. The model is estimated using an online panel survey about hotel choice. We find that (1) consumers use product reviews more in the consideration set stage and less in the choice stage, (2) Bayesian updating of prior perceived quality better explains how consumers use product reviews compared to two competing updating methods, and (3) the monetary value of a unit increase in the mean of product reviews is computed. Our results suggest that managers should make product review information (their number, average, and variance) available from the beginning of the search process and encourage satisfied customers to write reviews.     

如何在档案管理中应用先进的信息技术

所谓档案信息化,就是在国家档案行政管理部门的统一规划和组织下,在档案管理活动中全面应用现代化信息技术,对档案信息资源进行处置、管理和为社会提供服务,加速实现档案管理现代化的进程.换句话说,档案信息化是指档案管理模式从以档案实体为重心向以档案信息为重心转变的过程.这是一个长期的发展过程,在这一过程中,要不断地采用现代信息技术装备档案部门,从而极大地提高档案管理和利用的现代化水平.     

Marketing communications implications of children's new electronic media use: a survey of parental opinions and perceptions

Currently new electronic media, the Internet in particular, are poised to become a major part of the marketing and communications mix, not only for adults but also children. This poses challenges and heralds a new debate on both protection of the young vis‐à‐vis more equitable access and the need, nature and forms of regulation warranted. This paper reviews the literature on this debate and related issues. It reports on a New Zealand empirical study of parental perceptions of their children's electronic media use and examines the findings and the insights obtained on the use of the Internet and its role as a marketing communications medium. It also reports on what these parents consider to be the key concerns in this area and their Internet site preferences. The issues relating to children, the Internet and the link between violence and video games are examined and implications for marketing communications are discussed.     

现代无线通信技术探析

各种无线技术互补发展,各尽所长,向接入多元化、网络一体化、应用综合化的宽带无线网络发展,并逐步实现和宽带固定网络的有机融合.文章分析了无线通信技术的发展现状,并展望了我国无线通信技术的未来发辰趋势.     

用符号做沟通——新疆广电网络TV＋业务推广案例

缘起：数字电视的革命 21世纪是数字信息泛滥的时代，电视技术也在世纪初有了突破性的发展，技术的创新已完全打破传统模拟信号传输的瓶颈，步入数字时代。广电总局在2003年5月发布《我国有线电视向数字化过渡时间表》，预计从2005年起，10年内完成全国数字电视的普及。这是一次技术创新，更是一场电视革命，这将意味着传统电视的收看方式将在接下来的时间里全部被颠覆。[第一段]     

The fight over the global development agenda: How the west tries to marginalise UNCTAD

The UN Conference on Trade and Development (UNCTAD) has a long history of intellectual independence. This article details how Western countries tried to marginalise the organisation and its work — which is often critical of Western powers — during the 2012 UNCTAD conference. While developing countries were able to mobilise and partially beat back these attempts for now, the organisation’s ability to contribute to global macroeconomics remains under threat.