Unlocking the power of marketing: understanding the links between customer mindset metrics,behavior, and profitability

Recent evidence about the central role played by perceptual constructs in driving performance outcomes has produced a renewed interest in studying customer mindset metrics (CMMs; e.g., satisfaction, service quality, and loyalty intentions). However, we still lack a proper understanding of how (i.e., process) and to what extent (i.e., magnitude) these CMMs ultimately translate into profitability at the customer level. In this study, we integrate CMMs into an individual-level framework of customer behavior and profitability and provide a conceptual understanding of the process through which these metrics influence customer profitability. Specifically, we propose three mechanisms through which CMMs affect customer behavior and profitability: behavioral effect, marketing effectiveness effect, and marketing efficiency effect. We empirically test this framework across two distinct contexts, a B2B high-tech firm and a B2C telecommunications firm. The results demonstrate that these unobservable CMMs have a significant and multi-dimensional impact on customer behavior and customer profitability. Furthermore, we compute the increases in customer behavior and customer profitability that each firm can expect due to increases in CMMs to help firms improve resource allocation and make better decisions about how much (and when) to invest in CMMs.     

The nature and measurement of marketing productivity in consumer durables industries: A firm level analysis

Improving productivity is a major concern in American industry. Efforts to enhance marketing productivity have been hampered by a lack of a clear conception of what constitutes productivity in the marketing area and an associated absence of standards or benchmarks with which to compare a firm’s performance and costs. In this paper a concept of marketing productivity is presented. The PIMS data base is then used to develop situation specific benchmarks for the consumer durables industries. Reliability and validity tests of the benchmarks are presented and the managerial implications of this approach are discussed. U S WEST, Inc.     

Gender,income differences,and marketing: Examining the “earnings gap” in three areas of marketing

This research explores empirically a socioeconomic/equity issue that has been extensively investigated in many areas, but never marketing—the so-called “earnings gap.” Specifically, the study investigates income differences between men and women in marketing, while controlling for differences in business experience, level of education, corporate level, type of industry, and size of firm. The research focuses on three areas in marketing: (1) marketing management, (2) marketing research, and (3) advertising agency management. Findings indicate that there is an “earnings gap” for marketers. Importantly, however, the data show that a substantial portion of the gap can be explained by variables other than sex.     

Bottom-up learning in marketing frontlines: conceptualization, processes, and consequences

This study proposes a frontline learning process by which organizations capture new knowledge generated by frontline employees in addressing productivity-quality tradeoffs during customer interactions and transform it into updated knowledge for frontline use. Updated knowledge, in turn, is posited to influence customer satisfaction and financial outcomes (i.e., revenue, efficiency). Empirical testing with multi-source data reveals that: (1) knowledge articulation mediates the transformation of knowledge generated in the frontlines into updated knowledge, (2) updated frontline knowledge positively impacts customer and financial outcomes, and (3) frontline employee workload inhibits the transformational process unless it is at an intermediate level (inverted U-effect), while employee goal convergence bolsters it linearly.     

The customer value proposition: evolution,development, and application in marketing

The customer value proposition (CVP) has a critical role in communicating how a company aims to provide value to customers. Managers and scholars increasingly use CVP terminology, yet the concept remains poorly understood and implemented; relatively little research on this topic has been published, considering the vast breadth of investigations of the value concept. In response, this article offers a comprehensive review of fragmented CVP literature, highlighting the lack of a strong theoretical foundation; distinguishes CVPs from related concepts; proposes a conceptual model of the CVP that includes antecedents, consequences, and moderators, together with several research propositions; illustrates the application of the CVP concept to four contrasting companies; and advances a compelling agenda for research.     

Mo对Ti（C，N）基金属陶瓷组织性能的影响

研究了Mo含量对Ti（C,N）基金属陶瓷组织性能的影响。试样用常规粉末冶金方法制备,在材料中加入4～12wt％的Mo,分别于1430℃、1440℃、1450℃及1460℃真空烧结。测试了试样的抗弯强度及硬度,用扫描电镜观察其显微组织并做能谱分析,确定元素的相对含量。结果显示,当Mo含量为8wt％、烧结温度为1450℃时材料的综合性能最好。     

Research as innovation: Rewards,perils, and guideposts for research and reviews in marketing

Conclusion Market-based insights are obviously important to corporate strategy practice. Academic researchers who bring market-based insights to corporate strategy research will provide new perspectives on problems that have so far been co-opted by researchers in other fields. They will also face the perils and rewards of innovation. Innovation adoption is uncertain and subject to resistance and skepticism from gatekeepers. Innovation development requires patience, creativity, and persistence. As researchers, if we can overcome the perils of innovation, then our rewards can be large. As a field, if we can bring forth new ideas for corporate thinking and action, then our influence will be large. Perhaps the days of wringing of hands, shaking of heads, and gnashing of teeth will then be no more.     

承接产业转移示范区具有更高的全要素生产率吗?

为了深入探究示范区高质量发展的影响因素,本文以国家级承接产业转移示范区所覆盖的28个地级市案例为研究对象,广泛梳理文献并厘清影响示范区高质量发展的前因因素,运用模糊集定性比较分析方法（fsQCA）分析示范区高质量发展的前因因素组合。研究发现：示范区高质量发展存在3条组态路径,归纳为城镇化核心环绕型、固“基”强“本”保障型、产业“基”累与升级型。不同示范区地级市的高质量发展组态路径因地而异,各示范区地级市应根据自身发展特点,选择合适的路径对症下药,实现高质量发展。上述组态路径分析,可对推动示范区乃至欠发达地区高质量发展提供理论支持与政策参考。     

The art of marketing research: Selections from Paul F. Lazarsfeld's “Shoe Buying in Zurich” (1933)

The market research studies done in Central Europe by Paul F. Lazarsfeld's Institute for Economic Psychology from 1926–1933 are unheralded classics of market analysis. Prefiguring today's “post-modernist” inquiry, they probe consumers' behavior with astonishing depth, power, and sensitivity. A translation of major sections from one report is presented here with an introductory commentary.     

Consumer ethnocentrism offline and online: The mediating role of marketing efforts and personality traits in the United States, South Korea, and India

Consumer ethnocentrism is an important concept that is used to understand international marketing phenomena. In this article, the authors conduct two empirical studies. Using consumer data from the United States, South Korea, and India (three diverse cultural and economic environments), they explore six hypotheses. In Stage 1, the results suggest that across all three countries, consumer ethnocentrism provokes negative attitudes toward both foreign advertisements and foreign products. The authors identify a set of consumer variables (i.e., consumers’ global mind-set) that may mediate consumers’ unfavorable attitudes toward foreign advertisements and products derived by consumer ethnocentrism. In Stage 2, the authors find that consumer ethnocentrism dampens consumers’ online consumption activities on a foreign Web site. Finally, the authors find that marketers’ e-mail communications to foreign consumers mediate consumer ethnocentrism in online environments. Hyokjin Kwak (hkwak@drexel.edu) is an assistant professor of marketing at Drexel University. His research interests include advertising effects, consumer communications, and strategic marketing. He has publications in theJournal of Consumer Psychology, theJournal of Advertising Research, theJournal of Current Issues and Research in Advertising, theJournal of Consumer Marketing, and other marketing journals. Anupam Jaju (ajaju@gmu.edu) is an assistant professor of marketing in the School of Management at George Mason University. His main research interests are in marketing strategy, marketing-technology interface, and international marketing. His work has been published in theJournal of International Management, Marketing Theory, andMarketing Education Review. Trina Larsen Andras (published as Trina Larsen, larsent@ drexel.edu) is a professor and the head of the Marketing Department at Drexel University. Her research has been published in many of the major professional journals in her field, includingHarvard Business Review, theColumbia Journal of World Business, International Marketing Review, Industrial Marketing Management, Management International Review, theJournal of Global Marketing, and theJournal of International Marketing, among others. Her research is focused on international marketing, specifically, cross-cultural behavioral and relationship issues in international marketing management.     

Competence resource specialization, causal ambiguity, and the creation and decay of competitiveness: the role of marketing strategy in new product performance and shareholder value

Marketing strategists should create, maintain, and arrest the decay of causally ambiguous resource competences that lead to competitiveness and thus performance. However, competence causal ambiguity, which helps create competitiveness, is also implicated in competitiveness decay. In this study we test a model of specialization-competitiveness-performance using primary and secondary data from 169 public respondents/firms, to examine the effects of negative internal barriers to replication and adaptation. These barriers develop due to resource lock-in arising from the same specialization processes that lead to the positive barriers to imitation that deter competitors. Results suggest that commitment to learning can mitigate resource lock-in problems with internal competence causal ambiguity, competence causal ambiguity among competitors appears more essential to competitiveness in more competitive markets, competitiveness positively relates to both shareholder value and new product performance, and an increased differential focus on marketing versus operations in the organization strengthens the positive bridge between organizational competitiveness and shareholder return.     

东亚自由贸易协议：特点、趋势与挑战

自由贸易协议(FFAs)在东亚获得了快速发展,对各经济体的影响亦日益深远.FTAs的快速扩张,体现的是东亚经济体战略及目标的多样性,并在各自战略目标驱动下形成了以中日为轮轴,其余经济体为轮辐的“轴辐”格局.国际经济危机背景下,东亚区域生产网络由“外需主导”向“内需驱动”模式的转型,势必会进一步扩大FTAs合作范围,深化合作内容,细化合作条件.未来,面对重叠多变FTAs“面碗效应”带来的挑战,东亚经济体需要进一步实现与WTO规则的融合,尤其是原产地规则的协调.     

智能化工作场域中人机关系对任务绩效的影响——基于自我概念的解释

人工智能时代的到来使得人机关系表现出相互融合、相互协作的新形态,创新是企业经营和发展的重要源泉,企业应用智能机器协助工作对员工创新行为的影响则是当前组织行为学的一个重要研究点。文章基于资源保存理论和自我决定理论,通过引入中介变量学习目标导向和调节变量伦理氛围探究人机关系影响员工创新行为的路径。实证研究表明：人机关系正向影响员工的创新行为;学习目标导向中介人机关系与员工创新行为之间的关系;伦理氛围不仅可调节人机关系对学习目标导向的影响,还可调节学习目标导向的中介作用。根据上述研究结论,文章提出管理者应重视智能机器的引入对员工产生的影响,意识到学习目标导向的重要性,注重在企业中塑造良好的伦理氛围。

     

Towns (and villages): definitions and implications in a historical setting

The measurement of urbanization rates and other uses of statistical information, for example the use of historical town growth to measure long-term economic growth, are usually based on an ad hoc population threshold to define and practically classify settlements as towns. The method, however, trades off accuracy and precision for convenience and simplicity. This paper proposes a new threshold that uses the town size distribution together with agricultural data to derive an appropriate cutoff value. The relevance of agricultural income is integrated into the classification scheme through the differential effect of local agricultural endowments on settlement size. The threshold is chosen such that the size of towns above the cutoff is statistically not influenced by local agricultural endowments, while the size of villages, which is below the threshold, is indeed shaped by them. This new approach is practically demonstrated with an application to the urban system of the nineteenth century in the German region of Saxony. This setting is used to investigate the relevance of a different classification for the development of urbanization over time and Gibrat’s law. The results demonstrate that the underlying classification scheme matters strongly for the conclusions drawn from historical urban data. They also indicate that the use of a common population threshold for a comparative analysis or temporal comparisons in a historical context increases the misclassifications of settlements.     

我国职前教师教育改革的演进历程、影响因素及特征(1978—2014)

职前教师教育是教师教育的重要组成部分,其改革直接关系到教师的培养与教师队伍的构成。自改革开放以来,我国的职前教师教育主要经历了恢复、完善、转型、创新四个时期,逐渐形成了具有中国特色的职前教师教育体系。在职前教师教育改革演进的过程中,其影响改革的因素是多方面的:一是终身教育理念的推动作用;二是教师专业化的导向作用;三是经济体制改革是根本动力;四是基础教育发展是现实动力。职前教师教育改革在演进的过程中呈现出鲜明的特点:一是培养目标从规模扩张到质量提高;二是培养模式从单一封闭到多元开放;三是培养过程从二元分离到一体整合。     

近年来我国数字化教学研究的热点领域和前沿主题——基于CSSCI(1998—2013年)文献的可视化知识图谱分析

运用CiteSpace信息可视化软件,对CSSCI(1998-2013年)刊载文献进行文献计量分析,通过绘制刊载文献的关键词知识图谱,探测近年来我国数字化教学研究的热点领域和前沿主题。研究发现,我国数字化教学研究的热点领域主要表现在四个方面:一是数字化的教与学的方式成为研究的主线;二是数字化的教学资源是研究的重要领域之一;三是数字化的教育教学环境是研究不可或缺的领域;四是数字化背景下的教学变革是研究的重要动力。我国数字化教学研究的前沿主题主要体现在三个方面:一是数字化教学资源的探索与研究依然是未来研究关注的重点领域;二是数字化的教育教学环境研究还将是未来数字化教学研究关注的重要领域;三是数字化背景下的教学变革研究将成为未来数字化教学研究的热点。     

澳门城建格局对中西教化的影响——以澳门开埠(1557—1849)三百年为例

澳门多姿多彩的风格建筑反映了中西两大族群不同的生活习俗。几百年来,他们在各自建筑所形成的教化空间里诞生、成长、繁衍、生息。建筑成为他们物质生活的保障和宗教信仰的依靠。从澳门开埠三百年的城建格局及建筑风格上,找出建筑对中西教化的影响,从而说明,澳门城建伊始就已经决定了中西文化虽能浑然相杂却是合而不融。