On ChatGPT and beyond: How generative artificial intelligence may affect research,teaching, and practice

How does ChatGPT, and other forms of Generative Artificial Intelligence (GenAI) affect the way we have been conducting—and evaluating—academic research, teaching, and business practice? What are the implications for the theory and practice of marketing? What are the opportunities and threats, and what are some interesting avenues for future research? This editorial aims to kick off an initial discussion and stimulate research that will help us better understand how the marketing field can fully exploit the potential of GenAI and effectively cope with its challenges.     

Endogeneity in survey research

Endogeneity is a crucial problem in survey-based empirical research on marketing strategy (MS) and inter-organizational relationships (IORs); if not addressed, it can cause researchers to arrive at flawed conclusions and to offer poor advice to practitioners. Although the field is increasingly cognizant of endogeneity-related issues, many authors fail to properly address it, particularly in survey-based research. Emphasizing the role of essential heterogeneity, this article develops an overarching framework to help improve the understanding of endogeneity problems and how to tackle them when researchers use cross-sectional survey-based data. The authors provide explanations of and advice for how MS and IOR researchers can address six “painful” and sometimes hidden decisions: 1) Do you have an endogeneity problem? 2) What technique/estimator is appropriate? 3) What instrumental variables (IVs) should be chosen? 4) How should IVs be evaluated empirically? 5) How should the results be interpreted and evaluated? and 6) What results should you report? The authors provide a practical flowchart to guide researchers in their efforts to address endogeneity-related concerns.     

深圳创投帮 一群“土狼”的成长

中国最具竞争力的本土创投为何聚集于深圳?他们的独特战法与过往十年中的死去活来     

Target zones for the US dollar?

The discussion of target zones for flexible exchange rates is evidence of the desire to experiment with new instruments for stabilising the international monetary system. What distinguishes target zones from systems of flexible and fixed exchange rates? What form should they take? How should one regard the various objections to target zones?     

Filing and Disposition of Consumer Complaints: Some Empirical Evidence*

Who complains and why? What are the dimensions of consumer complaints? How are complaints handled by various recipients? In this article, empirical evidence is offered to shed some light on these questions. Based on a direct inquiry addressed to state consumer protection offices and voluntary consumer associations, this study shows that the number of complaints filed by consumers is rapidly accelerating and that the “grey” areas of marketing are increasingly the target of customer frustrations. The study also points to a consumer-corporate communications vacuum and to various complaint dispositions by the recipients.     

Customer co-creation projects and social media: The case of Barilla of Italy

This article investigates a social media-enabled, customer co-creation project that employs front-end innovation (FEI) at a well-known, large-scale food manufacturer. It sheds light on the role of social media technology in transforming the characteristics of FEI in terms of boundaries and knowledge distance. What type of exploratory or exploitative innovation ideas does a project of this sort enable? How did the project evolve? What lessons can be learned from this project? A longitudinal case study of Barilla was carried out through two rounds of interviews with marketing, business development and innovation, and digital communication managers. The evidence gathered highlights the emergent evolution of this customer co-creation project from an initial stage of idea exploitation to a more complex and fruitful stage in which both exploitation and exploration were simultaneously accomplished.     

Criteria for Appraisal of Secondary School Business Offerings

Abstract

How well is classroom instruction in job-hunting procedure being followed by graduates and other persons who leave our classrooms? What type impression do applicants make on employing officials? How can they improve their chances for employment? With the increasing pressures in the employment market, perhaps some thought to these questions is in order.     

The requirements for EC merger control

The need for a uniform European system to control mergers seems ever more urgent as the advent of the European internal market draws closer. What proposals and approaches already exist for European competition law? How should they be assessed?     

Why do currency crises arise and how could they be avoided?

In the 1990s currency crises arose in different regions, e.g. in Mexico, East Asia, Russia, Brazil and Ecuador, to mention only the most important ones. What are the main factors which may trigger such events? How does globalisation and deregulation of financial markets influence the emergence of a currency crisis? What forms of crises exist? Are they driven by fundamental imbalances in a country or are they caused by self-fulfilling mechanisms involving herd behaviour and destabilising speculation? To what extent do such crises reflect implicit governmental and international guarantees which may cause moral hazard and adverse selection, thereby increasing the risk behaviour of enterprises and banks?     

(Un)saving face,or the designer face as a new consumer commodity

The designer face as a new consumer commodity is a focus of this work. By venturing into the global marketplace of elective plastic surgery, the authors aim to develop a concept of the face in the consumer behavior discipline. “What is the face?” – is the fundamental research question. What makes the face the site of voluntary alteration? How do marketing forces drive the mainstream embrace of surgical correction of facial features as a commercial commodity, similar to shoes? This study takes place in South Korea, a nation that places a strong metaphorical value on the face and has historically developed the honor-centered concept of “saving face” as a guiding principle of life. Specifically study examines the normative function of advertising as presented in street billboards. Results show a transition occurring for the face's major functions and highlight emerging newer functions - the face as a mask and the face as fashion.     

Social Investing: Mainstream or Backwater?

Social investing, though not yet fully mainstream, has the potential to obtain such status. Questions relating to the future of social investing include the following. (1) What properly falls within the ambit of social investing? Assuming that no single definition of social responsibility is feasible, what then are the limits? (2) What do we need to know about investor psychology concerning social investing? What motivates people to buy socially screened investments and why do they sometimes act inconsistently? (3) How can we improve the measures of social performance? Is it possible to develop GAAP and GAAS equivalents for social reporting? (4) Should social reports by firms be audited? If so, how? (5) What sorts of public policies are necessary to support the social screening of investments?     

Learning to talk like an urban woodsman: an artistic intervention

This paper is an artist's statement about the Re Made project, an artwork that parodies the urban woodsman aesthetic of Best Made Co., which markets designer axes through the rhetoric of authenticity, the appropriation of working-class identities and the revitalization of traditional male roles. Re Made Co. replace Best Made Co.’s $300 urban axe with a $300 toilet plunger and satirizes their marketing campaign through social media, graphic design, video and photography. This project uses critical design to pose pivotal questions, such as: What are the implications of transforming a useful tool into a symbolic object? How is working-class labor sold as white-collar fantasy? What are the contradictory references that promise “authentic” experiences? This paper analyzes the Best Made Co. brand's cultural references to masculinity, outdoorsmen and the frontier, their photographic language of snapshot images and designed aesthetic, reveals the consequences of these expressions, and proposes strategies for reassigning value.     

Commission proposals on budgetary and financial reform

In a speech to the European Parliament on 18th February 1987 the Commission President Delors publicly announced the Commission’s proposals for a fundamental reorganization of the system of financing the Community and of Community budgetary policy.1 What is the background of these proposals? How can they be assessed?     

Champagne: marketplace icon

What makes a simple wine, grown in a rather mediocre wine-growing region, one of the most famous and magical marketplace icons of today? How did champagne establish such a unique position, against all the odds, and become the global symbol of celebration? In seeking answers to these questions, this marketplace icon contribution elaborates on what 250 years of avant-garde champagne marketing can tell us about champagne’s ever-shifting image and role in consumer culture. I argue that the “imperishable fame” of champagne stems primarily from four epic myth-making moments that not only came to shape a national identity but also modern consumption ideologies in important ways.     

The social dimension and cohesion: Complementary or contradictory?

It is again being argued that the low labour costs and social standards in countries on the periphery of the EC—Greece, Ireland, Portugal and Spain—jeopardise employment in the northern EC countries and the social safety net they have constructed. A common social policy harmonising employment and social standards to safeguard the social status quo is therefore being advocated. How valid is this argument? What consequences would the implementation of such a “social action programme” have for the economies on the periphery? How are the Community’s objectives with regard to cohesion and social policy to be reconciled?     

Bank ethics: An exploratory study of ethical behaviors and perceptions in small,local banks

This article addresses five research questions: What specific behaviors are described in the literature as ethical or unethical? What percentage of business people are believed to be guilty of unethical behavior? What specific unethical behaviors have been observed by bank employees? How serious are the behaviors? Are experiences and attitudes affected by demographics? Conclusions suggest: There are seventeen categories of behavior, and that they are heavily skewed toward internal behaviors. Younger employees have a higher level of ethical consciousness than older employees. The longer one works for a company, the more one may look to job security as a priority; this can lead to rationalizing or overlooking apparently unethical behaviors. More emphasis is needed on internal behaviors with particular attention on the impact that external behaviors have on internal behaviors.     

Why not exploit dual marketing?

What happens when industrial marketers start selling to consumers? Or when companies who serve consumers begin marketing to industry? Although not without its problems, dual marketing offers synergies that have been largely overlooked.     

Cooperative Agent Systems: Artificial Agents Play the Ultimatum Game

We explore computational approaches for artificial agents to play the ultimatum game. We compare our agents' behavior with that predicted by classical game theory, as well as behavior found in experimental (or behavioral) economics investigations. In particular, we study the following questions: How do artificial agents perform in playing the ultimatum game against fixed rules, dynamic rules, and rotating rules? How do coevolving artificial agents perform? Will learning software agents do better? What is the value of intelligence? What will happen when smart learning agents play against dumb (no-learning) agents? What will be the impact of agent memory size on performance? This exploratory study provides experimental results pertaining to these questions.     

The new World Trade Organization: Pacemaker for world trade?

The Gatt Uruguay Round was finally brought to a conclusion in April following long-drawn-out negotiations. What changes are contained in the new agreements? How should we rate these changes? How important will the future World Trade Organization (WTO) be?