Book Reviews

Yujiro Hayami and Toshihiko Kawagoe, The Agrarian Origins of Commerce and Industry: A Study of Peasant Marketing in Indonesia (with a foreword by Peter Timmer), St Martins Press, New York, 1993, pp. 208.

J. Thomas Lindblad, Between Dayak and Dutch: The Economic History of Southeast Kalimantan 1880–1942, Verhandelingen van het Koninklijk Instituut voor Taal-, Land- en Volkenkunde No. 134, Foris Publications, Dordrecht, 1988, pp. x + 282. Dfl. 30.-.

Mark Cleary and Peter Eaton, Borneo: Change and Development, Oxford University Press, Singapore, 1992, pp. ix + 271. A$44.95

James Spillane, Komoditi Kopi: Peranannya dalam Perekonomian Indonesia [Coffee: Its Role in the Indonesian Economy], Kanisius, Jakarta, 1990, pp. 259.

United Nations Industrial Development Organization, Indonesia: Growth and Diversification, Industrial Development Review Series, Economist Intelligence Unit (EIU), London, 1993, pp. xxiii + 255. £95.     

Indonesian Agricultural Development: The Awkward Case of Smallholder Tree Crops 1

The problems of transforming smallholder tree crops from traditional low-yielding to modern high-yielding technology are examined, using a meta production function approach to analyse the changes. The role of government in transformation is considered, and various ‘individual’ and ‘black’ improvement schemes implemented since the 1950s are analysed. Many of these schemes have not teen successful owing to poor planning and inadequate managerial and financial support, and their coverage has been small in relation to the huge areas needing improvement. The paper suggests a more modest ‘dispasal’ approach to transformation, concerned with setting up nurseries to provide better quality planting material and advice to individual fanners. But even this revised approach should be carefully planned and executed light of previous mistakes if it is to have widespread impact.     

Social signaling and interorganizational relationships: Lessons learned from the professional sports industry

In today’s connected economy, interorganizational relationships are increasingly important. Whether government-to-government, political party-to-political party, business-to-business, department-to-department, or some other interorganizational pairing, these relationships can provide organizations with signals used to identify and better respond to changes in their environment and in their interorganizational relationships. This enables astute organizations to not only understand how others will interpret the social signals they send, but also to shape those signals in ways that will improve their interorganizational relationships. We illustrate this herein, using the public and readily recognizable relationships involved with labor relations in the professional sports industry. We show how social signals can explain the way organizations change and adapt to their environments, and how these changes send messages to related organizations. Finally, we provide a set of recommended advice for managers based on this case analysis.     

Overt sexuality in advertising: A discourse analysis of gender responses

Recent developments in advertising imagery often involve the use of overt sexuality. Consumer responses to advertisements using a range of sexual explicitness are explored using a discourse analytic approach. The dominant negative themes articulated across sex and age groups concerned the use of sex-role stereotypes and the objectification of women. Dominant positive themes shared by both sexes involved equality in sexual representations and sexuality as art. Younger consumers' discourse concerned how advertising can add symbolic value to consumption by investing the products with a romantic style of sexuality which becomes a potent cultural form drawing its energy from the desires of the body. The shared dominant themes were supported by gendered interpretive repertoires. The unexpected gender consistency in dominant themes is discussed in relation to the cultural function of advertising as art in allowing women to speak more easily of their desires through consumption choices.

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Zusammenfassung Offene Darstellung von Sexualität in der Werbung: Diskursanalyse geschlechtstypischer Reaktionen Die neuere Entwicklung werblicher Darstellungsformen ist gekennzeichnet durch hÄufigere Darstellung von Sexualität. Konsumentenreaktionen auf Werbeanzeigen mit variierender sexueller Deutlichkeit werden mit Hilfe eines diskursanalytischen Ansatzes untersucht. Dominante negative Themen, die bei beiden Geschlechtern und quer durch alle Altersgruppen zur Sprache kamen, betrafen die Verwendung von Geschlechterstereotypen und die Darstellung von Frauen als Objekten. Dominante positive Themen, die ebenfalls von beiden Geschlechtern genannt werden, sind die Gleichrangigkeit der Darstellung der Geschlechter und die Darstellung der Sexualität in künstlerischer Form. Jüngere Konsumenten beschÄftigten sich mit der Frage, wie Werbung den Konsum mit symbolischem Wert anreichern kann dadurch, da\ den Produkten eine romantische Sexualität angeheftet wird. Die eigentlich nicht erwartete übereinstimmung beider Geschlechter bei den dominanten Themen wird im Zusammenhang mit der kulturellen Funktion von Werbung als neue Kunstform diskutiert, die es Frauen erlaubt, ihre Bedürfnisse leichter durch Konsumakte zu Äu\ern.

     

A DIFFUSION MODEL FOR ELECTRICITY PRICES

Starting from a simple supply/demand model for electricity, we obtain a diffusion (i.e., jumpless) model for spot prices which can exhibit price spikes. We estimate the parameters in the model using historical data from the Alberta and California markets. and compare this model with some others used for spot prices.     

Belief when evidence does not support theory

Marketing has looked to other scientific disciplines to supplement its understanding of motivation. Maslow's Hierarchy of Needs theory is frequently uncritically cited in texts, even though most evidence has failed to support its validity. Science requires that theory be supported by empirical facts. Maslow's theory is briefly summarized, along with a review of the related literature. Reasons are given and empirically supported for the continued popularity of Maslow's theory in marketing despite lack of scientific support. A cautionary note for the continued development of marketing theory concludes the presentation. © 1995 John Wiley & Sons, Inc.     

The sequencing of reform in transition economies

In this paper, we examine the consequences of sequencing on the progress of reforms in transition economies. The paper uses panel logit models to determine whether or not progress in some reforms enhances the prospects for other reforms. We find that progress on small-scale privatization is associated with advances in several other reforms, perhaps because small-scale privatization creates lobbies for reform. Our estimations suggest that a comprehensive program of small-scale privatization is needed to stimulate large-scale privatization, trade, and banking reform in a country that has undertaken little reform. Moreover, if restructuring is to occur banking reform is necessary. We also find that relaxing the fiscal constraint stimulates large-scale privatization, restructuring, and trade reform. Finally, we find that negotiations about EU accession negotiations advance the transition but only in banking reform and competition policy. Journal of Comparative Economics 33 (4) (2005) 835–850.