Communication Excellence

Editorial

Communication Excellence     

Ambush Marketing Revisited

Corporate sponso~ship of events has become a multi-bil- lion War promotional enteqnise. Some companies have sought methods of gaining the benefits of official spansorship while subvdng the esca- lating s m h i p fees charged by most major events. This approach has come to be known as ambush marketing. One event that is a traditional target for ambushers is the Olympic Games. Ambush marketers have found that by purchasing large amounts of advertising during these events they enjoy as much (or more) brand awareness as official sponsors incur- ring much greater costs. The results of this experimental study shed light on existing sponsorship questions, partic+rly ambush marketing in the Olympic context. Among the key finbgs are that coIlsumers seem unable to distinguish between official and ambush sponciors. This confu- sion has implications in terms of attibdinal measures, as study data indicate that sponsors rarely gain oompetitive advantage here, either. Measures of purchase intention also indicate that ambushers consistently do as well, or ktlw, than official sponsors.     

The Heffalump Revisited

Professor Peter Kilby is the author of Hunting the Heffalump, a classic in the entrepreneurship literature. In this opening article he returns to the propositions he set forth more than 30 years ago. He refines his earlier notion of the entrepreneurial task and probes more deeply into non-economic factors that can create a deficiency of the supply of requisite entrepreneurial services at the national level. Once again, Professor Kilby provides the reader with a wealth of insights and once again his major argument is sure to stir controversy.     

Korean Air Excellence in Flight

Korean Air with a fleet of 119 aircraft, is one of the world's top 20 airlines, and oper-ates almost 400 flights everyday to 90 cities in 33 countries. The airline has about 50 flights per week between the US and Asia from nine US gateways: New York, Los Angeles, Washington,Chicago, Dallas, San Francisco, Atlanta, Anchorage and Honolulu.The carrier is a founding member of SkyTeam, the global airline alliance partnering AeroMexico, Air France, Alitalia, CSA Czech Airlines, Continental Airlines, Delta Air Lines, KLM and Northwest Airlines to provide customers with extensive worldwide destina-tions, flights and services.     

CEIBS 2004 Teaching Excellence Award

◆Professor Kalun Tse is rewarded for the second consecutive year. ◆Professor Katherine Xin is a very popular professor among students.     

The Long Wave Revisited

A key question for businesses and investors is whether the low inflation and low long-term interest rates we are now experiencing are a business cycle or a longer-term phenomenon. This paper updates and expands my earlier study on long waves [Synnott 1995]. Using this analytical perspective, I conclude that it is likely that high-grade, long-term bond yields will remain low, especially in real terms, for several years. Low long-term real interest rates for an extended period give the United States a major opportunity for investment and growth, as in previous long-term cycles, provided that appropriate government policies and plans are in place.     

Corporate TV — Excellence in Emotion

Zusammenfassungen  Der Medien-Mix wird immer vielf?ltiger, die Ansprüche an ein effizientes Kommunikations- und Medienmanagement immer h?her. Insbesondere vor dem Hintergrund der Entwicklung des Web 2.0 erf?hrt das Kommunikationsinstrument Corporate TV einen enormen Bedeutungszuwachs. Wie sich die Fernsehlandschaft in den n?chsten Jahren ?ndern wird und welche Konsequenzen daraus entstehen, lesen Sie in diesem praxisnahen Expertenbeitrag.

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Dipl.-Betriebswirt (FH) Achim Bei?wenger Leiter Marketing und Vertrieb, Bavaria Film Interactive, München und Gründungsmitglied der Corporate TV Association (CTVA) sowie Doktorand an der TU Chemnitz

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Prof. Dr. Gernold P. Frank Professor für Betriebswirtschaftslehre, insbesondere Personal und Organisation am Fachbereich Wirtschaftswissenschaften der FH für Technik und Wirtschaft (FHTW), Berlin     

Transformative Leadership: Achieving Unparalleled Excellence

The ongoing cynicism about leaders and organizations calls for a new standard of ethical leadership that we have labeled ??transformative leadership.?? This new leadership model integrates ethically-based features of six other well-regarded leadership perspectives and combines key normative and instrumental elements of each of those six perspectives. Transformative leadership honors the governance obligations of leaders by demonstrating a commitment to the welfare of all stakeholders and by seeking to optimize long-term wealth creation. Citing the scholarly literature about leadership theory, we identify key elements of the six leadership perspectives that make up transformative leadership, suggest leaders who exemplify each perspective, describe the ethical foundations and message of each perspective, and offer ten propositions that scholars and practitioners can use to test the dimensions of this new transformative leadership model.     

Perspectives on Corporate Excellence in Retailing

This paper focuses on the strategic and organizational determinants of superior corporate performance in retailing. Previously published studies on excellent companies at large, and on excellent retailing companies are reviewed, and the results of a content analysis of a small sample of excellent retailing companies are reported. Cheif among the hallmarks of excellent retailing companies uncovered are: excellence in human resources, focus on planning and control, market dominance, intimate knowledge of the served markets, technology edge and equitable sharing.     

The Why's of Business Revisited

One can determine the nature of something by asking what it is for. For example one understands what a chair is when one understands it is for sitting on. This involves understanding its purpose. One type of corporation is the for-profit-corporation. This seems to indicate that this type of corporation, the business corporation, has as its purpose to make a profit. Is that as obvious as it first appears? The favorite way for philosophers to arrive at the "purpose" of anything is to ask the question "Why?" But there are at least two answers to the question "Why"? when addressed to a social practice such as business. One might be asking for a psychological account (explanation) of "Why" a person does business, and this is primarily answered by discovering the motives behind business activity; or one might be asking for a justificatory reason (justification) for the practice – what purpose legitimates business as a human activity. These two answers are often conflated and thus the purpose of business is often considered to be answered by giving the psychological account of the self-interested profit-making motive. This paper will attempt to highlight the importance of making the distinction between motive and purpose clearly, show what confusions arise when the distinction is ignored, and hint at some of the structural philosophical reasons why the distinction got blurred in the first place.     

Globalisation and Corruption,Revisited

This paper presents new empirical evidence on the determinants of corruption, focussing on the role of globalisation and inequality. The estimates for a panel of 102 countries over the period 1995–2005 point to three main results: (i) Detection technologies, reflected in a high level of development, human capital and political rights reduce corruption, whereas natural resource rents increase corruption; (ii) Globalisation (in terms of both trade and financial openness) has a negative effect on corruption, which is more pronounced in developing countries; (iii) Inequality increases corruption, and once the role of inequality is accounted for, the impact of globalisation on corruption is halved. In line with recent theory, this suggests that globalisation – besides reducing corruption through enhanced competition – affects corruption also by reducing inequality.     

Business Ethics – Deontologically Revisited

In this paper we look at business ethics from a deontological perspective. We address the theory of ethical decision-making and deontological ethics for business executives and explore the concept of “moral duty” as transcending mere gain and profit maximization. Two real-world cases that focus on accounting fraud as the ethical conception. Through these cases, we show that while accounting fraud – from a consequentialist perspective – may appear to provide a quick solution to a pressing problem, longer term effects of fraud and misconduct make ethical implications more apparent. Widely used compensation schemes also may have the tendency to fuel unethical behavior. We argue that an ethical reinvigoration of the business world can only be accomplished by encouraging the business realm to impose upon itself some measure of self-regulating along the lines of deontological ethics. Principles of deontology should guide executive decision-making particularly when executives are tempted to operate outside of codified legislation or are bound to act under judicial-free conditions. Carmelita Troy is an Assistant Professor of Accounting in the Graduate School of Business and Public Policy at the Naval Postgraduate School, Monterey, California. Micewski, Edwin R., Dr., Brigadier General, is social philosopher and Director of the Institute for Human and Social Science of the Austrian National Defence Academy, Vienna. Member of the Science Commission of the Austrian Ministry of Defence and Visiting Professor at the Department of National Security Affairs of the Naval Postgraduate School in Monterey, California. Research and teaching areas: Social and cultural philosophy, military ethics, (military) professionalism and leadership, postmodernism and war. Recent publication: (Ethics and international Politics (2001); Civil- Military Aspects of Military Ethics (2003/2005); Terror and Terrorism- History of Ideas and Philosophical-Ethical Reflections (2005); Asymmetry and Western Society - Culture-critical Reflections(2006).     

The Ordinality of Effort Revisited

Where effort is an ordinal variable, representations of effort levels cannot be added together and thus the function Q = F(eN) with which efficiency-wage theorists routinely start is incoherent. Furthermore, the ordinality of effort implies that the convexity of the distribution function condition, as invoked by principal-agent theorists, is meaningless.     

Academy of Marketing Conference 2006 Marketing Excellence

Within business to business relationships it is not uncommon for some of the parties to be perceived as exercising power over others. A question that therefore needs to be addressed is why some parties appear to be willing to accept subservient roles. This paper will consider the possibility that an apparently subservient role may be acceptable to a party for two reasons. First, the party may not perceive their situation as being inequitable. Second, the party may believe that, at least in the short-term, there is no realistic alternative other than to accept a subservient role.     

Excellence Award for French SMEs in China

More and more French S＆M enterprises are interested in China market in recent years, according to the statistic from French Chamber of Commerce and Industs in China （CCIFC）,     

The Price-Quality Relationship—Revisited

Using price data collected in Indianapolis and Lafayette, Indiana, rank order correlations between price and quality were computed. These were compared to correlations based on price data obtained from the publications of consumer product testing organizations. It was found that price-quality correlations based on the price data furnished by consumer product testing organizations may not reflect price-quality correlations for specific markets. A second finding of the study suggests the existence of variability across store types with respect to price-quality correlations.     

The Ethics of Insider Trading Revisited

Following Manne (1966, Insider Trading and the Stock Market (New York, Free Press)) we introduce a distinction between insider trading and market manipulation on the one hand and corporate insiders versus misappropriators on the other hand. This gives rise to four types of alleged inside transactions. We argue that the literature on insider trading has often targeted inside transactions type II, III and IV but that these arguments do not necessarily hold for type I transactions. We look for consequentionalist as well as non-consequentionalist arguments against type I transactions and demonstrate that these are hard to find. Throughout the article we refer extensively to the economic literature on insider trading in order to overcome a relative divide between the economic, legal, and philosophical discussion on insider trading.