Exploring the Effectiveness of Business Gifts: Replication and Extension

Abstract

This investigation replicates Beltramini's (1992) study of the effectiveness of business gifts, and extends the research to include actual marketplace sales response. A company's customers'perceived satisfaction and intention to continue repurchasing are surveyed both before and after being sent a more expensive gift, a less expensive gift, or no gift at all, and customers'actual sales are longitudinally tracked. The results indicate business gift-giving represents an effective part of a marketer's overall marketing communications strategy, and both limitations and implications are discussed.     

Marked economic recovery in the EMU

With its internal value stable, the euro's inaugural year proved to be a thoroughly sccessful one for the common currency, even though there was a marked decline in its external value against the dollar and the yen. As far as the economy is concerned, the first year of currency union was less favourable, as its start coincided with a considerable weakness in exports. A clear recovery set in during the course of the year, however, and will continue this year. It will be accompanied by a further marked improvement in the labour market situation while price levels remain stable.     

Book Notes “Economics and Social Sciences” 2/2021

Journal of Consumer Policy -     

Is the Global Economy Headed for a Lost Decade? A European Perspective

In the 15 years leading up to the recent crisis, the world economy's exceptional performance was driven by globalisation, rapid, export-driven growth in emerging markets, debt-fuelled consumption in major advanced economies, and a benign financial and macroeconomic environment. These, however, sowed the seeds for the financial crisis by creating unsustainable imbalances and distortions. Obstacles to future growth are likely to be retrenchment in consumption, dampened investment, and unsustainable fiscal balances. Going forward, there must be a renewed commitment to medium-term, rule-based, policies for maintaining fiscal sustainability, price stability, and financial stability. The international imbalances between savings and consumption must also be addressed through a global reform agenda discussed in the paper. Even with reform, the challenges to growth will be daunting. Without reform, however, it is likely that the global economy will suffer a lost decade.