How much to give? — The effect of donation size on tactical and strategic success in cause-related marketing

In cause-related marketing (CM), companies promise a donation to a cause every time a consumer makes a purchase. We analyze the impact of the size of this donation on brand choice (tactical success) and brand image (strategic success). Our results reveal different effects of donation size on these success measures. For brand choice, the effect of donation size is moderated by a financial trade-off for consumers, whereas the effect on brand image is moderated by donation framing. Specifically, we show that donation size has a positive effect on brand choice if consumers face no financial trade-off; i.e., if they do not have to choose between triggering a donation or saving money. The effect is negative if a trade-off exists such that higher donations come at higher costs. Brand image is enhanced by larger donations if the framing is nonmonetary (e.g., the campaign promises the provision of vaccinations), whereas donation size has a negative effect if donation framing is monetary (e.g., the campaign states the Euro amount). If campaigns use a combination of both frames, the effect of donation size on brand image has an inverted U shape. Our results suggest that CM enhances tactical and strategic success only if firms select the right donation size, taking into account donation framing and financial trade-offs.     

Debt in industry equilibrium

This article shows (1) how entry and exit of firms in a competitiveindustry affect the valuation of securities and optimal capitalstructure, and (2) how, given a trade-off between tax advantagesand agency costs, a firm will optimally adjust its leveragelevel after it is set up. We derive simple pricing expressionsfor corporate debt in which the price elasticity of demand forindustry output plays a crucial role. When a firm optimallyadjusts its leverage over time, we show that total firm valuecomprises the value of discounted cash flows assuming fixedcapital structure, plus a continuum of options for marginalincreases in debt.     

Market entry,privatization and bank performance in transition1

This paper examines how market entry and privatization have affected the margins and marginal costs of banks in the post‐communist transition. We estimate bank revenue and cost functions, allowing the estimated parameters to change over time. In the first sub‐period (1995–98), we find that privatized banks earned higher margins than other banks, while foreign start‐ups had lower marginal costs. In the third sub‐period (2002–2004), foreign banks remained low marginal cost service providers, while privatized domestic banks had the widest margins. Subtracting marginal costs from margins to calculate mark‐ups, an indication of demand for services, shows that initially privatized banks had the largest mark‐ups. However, by the third sub‐period, differences among private banks diminished. In comparison to private banks, state banks persistently under‐performed in controlling costs and attracting demand. Our evidence therefore indicates that foreign bank entry promoted lower costs and that privatization and market entry encouraged more demand for services.     

Library support for industrial marketing research

The literature of business and management often discusses the need for timely information as a prerequisite to decision-making and planning. The role of the corporate library in supporting management's information needs has rarely been discussed in professional management literature. This article examines the library's role in supporting industrial marketing research. Special reference is made to new technologies that enhance traditional library services.     

The short-run volatility of money stock targeting

The altered allocations of money market volatility obtained by alternative monetary policy procedures are illustrated by stochastic simulations of a staff monthly model. The results indicate the nature of the tradeoff between short-run volatility in the money stock and in the funds rate that is available to money stock targeting procedures.     

National natural rates of interest and the single monetary policy in the euro area

We estimate time‐varying national natural real rates of interest (r^?) for the four largest economies of the euro area over 1999–2016. We further derive the associated national real interest rate gaps, which gauge the perceived monetary policy stance in each country. We find that the average r^? have been lower after 2008. Furthermore, national r^? were significantly negative in southern countries during the sovereign crisis. As their effective real rates soared, national rate gaps across the euro area diverged. However, a common policy stance has been restored since 2014 as the European Central Bank's unconventional programs gathered pace.