A communications model for marketing decisions

The purpose of this paper is to report the development of a communications model which could be helpful in making marketing decisions. The proposed model shows relationships between persuasibility, self-esteem, source credibility, and communication discrepancy. The importance of these variables is explained in the context of a general marketing situation. Because a major goal of marketing activities is to influence buyer attitudes, it is important to know how the buyer's self-esteem, the seller's credibility, and attitude discrepant communications may influence the effectiveness of persuasive efforts. Knowledge of these relationships can aid decision making on the part of manufacturers, wholesalers, retailers, and other channel members. The proposed model can be used to optimize efforts in choosing target markets, selecting advertising media, selecting price levels, developing advertising formats, and in making a multitude of additional marketing decisions.     

The evaluation stage in marketing decision making

Prior to making important decisions, marketing managers go through an evaluation process in which available alternatives are compared. Yet, no systematic discussion of the evaluation process exists in the marketing literature. This article reviews the marketing and behavioral decision theory literature in order to identify factors that may cause errors in the two fundamental elements of the evaluation process—the estimation of probabilities and the determination of the value of outcomes. Propositions are developed that specify circumstances in which marketing management decisions may be influenced by judgmental biases, and procedures are identified for debiasing such judgments.     

政策监管与合规转型对P2P平台成交量的异质性冲击效应

以《网络借贷信息中介机构业务活动管理暂行办法》为背景检验监管政策与平台合规转型对P2P平台成交量的影响，研究结果发现：《暂行办法》的出台对P2P平台成交量构成显著激励效应，且这一激励作用在国资系、上市系及银行系等特殊背景平台、设有活期标的平台、高管曾在其他企业有高管任职经历的平台中更突出；对监管冲击下平台合规转型对其成交量的影响进行了因果推断，验证了合规转型对平台成交具有正向激励效应，但该激励作用仅对早期主动转型的平台成立；尽管合规转型会导致P2P投资人在该平台上的投资规模决策更激进，但却会降低投资人的平均投资期限，说明合规转型会引发投资人在规模决策与期限决策上的相机抉择过程，这也首次证明了P2P市场投资存在“期限决策”与“规模决策”之间的“风险替代”效应。     

不同所有权上市公司现金股利分配比较研究

与西方资本市场相比,所有权在中国股市中对企业财务行为和经营决策的影响可谓更加重要。本文以A股市场两大产权主体——国有上市公司与民营上市公司为研究对象,对其近七年的派现分配数据进行了分组比较研究。最终得出所有权差异、当期盈利水平与非派现分配程度对上市公司是否派现具有重大影响,而当期盈利水平、累计盈余水平和非派现分配程度对单位派现水平有显著影响。负债水平、货币支付能力和规模对企业派现分配的影响均不显著。     

Strategies for sales force management

Far too few companies with a personal selling force utilize a scientific framework to aid in solving their tactical selling problems. While this approach is used somewhat in other functional areas of the business, personal selling is by-passed. The purpose of this article is to investigate the major decision-making areas a sales manager must act upon and to provide tools to enable him to make rational decisions through the framework of models. Hopefully, the following models will provide the sales manager with more effectiveness in 1) dealing with sales force problems, and 2) attainment of the company's sales objectives. At the very least, exposure to this framework will motivate the sales manager and salesmen to think of the various factors and their functional relationship as they affect the selling effort of the company.     

Marketing control rights and their distribution within technology licensing agreements: a real options perspective

Technology licensing continues to gain popularity as firms seek new sources of revenue from their product development activities. A key decision for the licensor involves whether to distribute marketing control rights associated with licensed technology on a more or less restrictive basis. Drawing on the real options literature, this paper argues that factors related to the top management mindset of the licensor and the marketing capabilities of the licensee impact the licensor??s distribution decision. A logit analysis of 129 technology licensing agreements within the pharmaceutical industry provides strong support for the hypothesized variables and broadens researchers?? understanding of an important marketing decision related to innovation management and the design of inter-firm relationships.     

The integration of microcomputers in marketing research and decision making

This paper focuses on the integrative and pervasive use of microcomputers in marketing research and managerial decision making. The marketing research process is conceptualized as consisting of six phases. At each phase, microcomputer applications and illustrative software are identified as implications for the practice of marketing research discussed. Next the paper illustrates the use of microcomputers in selected application areas such as market segmentation, sales forecasting, new product development, pricing and decision support and expert systems. Guidelines for the selection of microcomputer software in specific situations are provided. The paper concludes with some observations on the future applications of microcomputers in marketing research and decision making.     

CFO性别与应计盈余质量研究：来自中国上市公司的证据

基于过去有关性别差异对决策设定的影响研究,借用DD（2002）模型和Jones（2008）模型,本文对我国1999—2006年上市公司应计盈余质量和CFO性别之间的关系进行了研究,结果发现女性CFO在做财务决策时候更为谨慎与规避风险,她们所在的公司相比匹配男性CFO公司有较低的可操纵性应计盈余误差,公司盈余质量更好。这些结论进一步深化扩展了＂高层梯队理论＂研究的视野,直接为公司强化核心高管遴选等人力资源决策,从而制定更好的财务报告策略提供了相应的政策启示。     

Multigeneration innovation diffusion: The impact of intergeneration time

This research focuses on the diffusion patterns of the adjacent generations of technology and its relation to the time that elapses between them (intergeneration time). The authors analyze 45 new technologies in 15 industries and find that the adoption curves systematically vary across generations from 2 years for dynamic random-access memory (DRAM) chips to more than 30 years for steelmaking. The longer the intergeneration time, the slower the adoption of the subsequent technology. Even though once the adoption begins imitation is greater for subsequent technologies, the slow initial innovation rate, driven by resistance to upgrading, retards adoption. The authors also demonstrate that predictions based on intergeneration time plus average patterns are more accurate than data-based predictions early in life cycles when such predictions are most crucial. Improved early predictions can provide advantages in terms of both making go versus no-go decisions and planning marketing and production. Jae H. Pae (Ph.D., Columbia University) is an assistant professor of marketing at Hong Kong Polytechnic University. He received his B.A. in anthropology from Seoul National University, Korea. His current research interests include adoption of innovation, new product forecasting, and marketing strategy. He has published in several journals, including theJournal of Product Innovation Management, theJournal of Business Research, and theJournal of Advertising Research. Donald R. Lehmann (Ph.D., Purdue University) is George E. Warren Professor of Business at Columbia University Graduate School of Business. He has a B.S. degree in mathematics from Union College, Schenectady, New York, and an M.S.I.A. and Ph.D. from the Krannert School of Purdue University. His research interests include modeling individual choice and decision making, understanding group and interdependent decisions, meta-analysis, and the introduction and adoption of innovations. He has taught courses in marketing, management, and statistics at Columbia and has also taught at Cornell, Dartmouth, and New York University. He has published in and served on the editorial boards of theJournal of Consumer Research, theJournal of Marketing, theJournal of Marketing Research, Management Science, andMarketing Science and was founding editor ofMarketing Letters. In addition to numerous journal articles, he has published four books:Marketing Research and Analysis, Analysis for Marketing Planning, Product Management, andMeta Analysis in Marketing. He has served as executive director of the Marketing Science Institute and as president of the Association for Consumer Research.     

市场营销渠道关系中的几个焦点问题

市场营销渠道的功能是有效地进行商品流转 ,基于对渠道策略焦点问题的分析 ,我国企业在建立渠道网络时 ,应合理平衡成本与服务水平的关系 ,建立完整的关系营销渠道 ;选择适合企业发展的终端销售网点的密度决策 ;对销售渠道进行有效的评价 ;形成垂直营销系统     

Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories

Now more than ever, marketing is assuming a key boundary-spanning role—a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value–creating processes, networks, and stakeholders are delineated within their boundary-spanning roles as a particular emphasis (labeled MOR theory). Thematic marketing insights from a collection of 31 organization theories are used to advance knowledge on the boundary-spanning marketing organization within four areas—strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.     

Utilization of graph theory and dynamic programming as substitutes for decision trees

A methodology is presented to select from two marketing or pricing plans with the objective of maximizing profit. The decision structure is portrayed in graphical form, with alternate stages of decision and uncertainty. A standard dynamic programming algorithm is used to solve the graph and aid in final decision making. A decision path is plotted at each decision vertex on the graph such that the decision maker can determine, at any combination of sales volume and time period, which of the two marketing plans to follow from that vertex so as to achieve the greatest expected profit for the remaining span of time.     

The channels manager: Now,soon or never?

This paper examines the adoption and viability of the channels manager concept in large manufacturing organizations. Results of a survey indicate that only 14 percent of respondents have a channels manager position within their companies. However, these respondents from companies with a channels manager position strongly support the establishment of the position within their own company and within other large companies. Among all respondents, executives tend to reject the need for a channels manager position within their own organizations, and estimate that the likelihood of implementation of the position within their company is low. The major impediment to implementation is concern about proliferation of organizational positions and cost of implementation. The study indicates that the channels manager position is still more a concept than a reality. However, favorable views of those respondents representing firms with a channels manager position suggest the concept does have potential value in certain types of companies.     

企业营销经理胜任特征模型研究

营销经理素质的高低和能力的大小是整个企业业务开展以及人力资源竞争力和整体实力提升的关键所在。本文通过采用工作分析、深度访谈以及人员素质测评等方法和手段,在理论分析与实证研究相结合的基础上,运用聚类分析、相关分析以及T检验等相关统计分析方法,构建了营销经理的胜任特征模型,为有效选拔营销经理、预测营销经理的业绩表现提供了理论与方法基础。     

高管合法性与创业企业IPO抑价——来自中小企业板和创业板的经验分析

本文选取2009—2010年中小企业板和创业板281家创业企业为样本,从信息不对称的视角实证分析高管合法性对创业企业IPO抑价的影响。通过对构建高管合法性的操作化指标进行稳健回归分析,本文发现,高管合法性与创业企业IPO抑价水平之间存在显著的负相关关系,在IPO过程中,高管合法性能够作为传递创业企业价值的可靠信号,提高外部投资者对创业企业的信任程度,进而有效降低创业企业的IPO抑价水平。     

Customer reactions to variety: Too much of a good thing?

Summary Studying product variety is an interesting and relevant area for research. Work in this area should build on careful understanding of both customers’ reactions to it and managers’ decision making with respect to it. This requires an interdisciplinary focus, drawing on work in information processing, channels, operations management, game theory, and managerial decision making. In fact, the major advances may come more from combining knowledge from the different areas rather than boring more deeply into a single one. Donald R. Lehmann is George E. Warren Professor of Business at the Columbia University Graduate School of Business. He has a B.S. degree in mathematics from Union College, Schenectady, New York, and an M.S.I.A. and Ph.D. from the Krannert School of Purdue University. His research interests include modeling individual choice and decision making, understanding group and interdependent decisions, meta-analysis, and the introduction and adoption of innovations. He has taught courses in marketing, management, and statistics. He has published in and served on the editorial boards ofJournal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, andMarketing Science, and is founding editor ofMarketing Letters. In addition to numerous journal articles, he has published four books:Market Research and Analysis, Analysis for Marketing Planning, Product Management, andMeta Analysis in Marketing. Professor Lehmann served as executive director of the Marketing Science Institute from 1993 to 1995 and as president of the Association for Consumer Research in 1995.     

股权结构与上市公司高管违规行为——我国上市公司高管"落马"现象的经验分析

文章选取了2000—2005年间公开披露高管违规的25家A股上市公司为样本，对我国上市公司股权结构与高管违规之间的关系进行的经验分析表明：国家股比例与高管违规具有显著正相关性，法人股比例和高管持股比例与高管违规之阃不存在显著相关关系，流通股比例和控股股东持股比例与高管违规呈显著负相关关系。研究表明，要抑制高管违规，当前股权分置改革的过程中，一股独大并非一定就是不好，重要的是加强对控股股东监管和外部投资者利益保护，股权分置改革必须与投资者保护相结合。     

Corporate culture,environmental adaptation,and innovation adoption: A qualitative/quantitative approach

Deshpandé and Webster have identified the linkage between corporate culture and innovation adoption as an important industrial marketing topic. In the present study, this relationship is examined by both qualitative and quantitative research methods. The linear regression model, which depicts the corporate culture of adaptive companies attempting to survive in a competitive international environment, demonstrates that corporate culture is predictive of technology adoption. Qualitative data collected through in-depth interviews supplement quantitative results. The divergent cultures and survival modes for innovative and noninnovative companies are presented. Theoretical and methodological implications for marketing research are discussed, and management implications for industrial marketers are presented. Benefits of juxtaposing qualitative/quantitative methods are illustrated. She completed her doctorate at York University in Toronto, Canada. Her current research interest centers on innovation adoption, poststructuralism, and marketing ethics.     

Directions for marketing knowledge development: Opinions of marketing research managers

If future academic research is to make a meaningful contribution to marketing practice, we must know more about the strengths and gaps in our existing marketing knowledge base. This article reports the findings of a survey of marketing research managers employed by firms serving both consumer and industrial markets. Data were collected on researchers' perceptions of (1) importance of decision making areas, (2) need for additional knowledge accumulation, and (3) type of additional knowledge development. Survey results suggest that some decision areas are perceived to be in far greater need of further study than others, and that academic research output does not always correspond to the information requirements of marketing practitioners. General Electric Company