An Approach to Assess the Importance of Brand Equity in Acquisition Decisions

Many firms acquire other firms with well-known and proven brands to hedge against the high costs and risks of new product development. A critical question in these acquisition decisions involves the assessment of the importance of brand equity to the acquiring firm. Since the brand equity benefits can vary by firm (and also by the decision maker within a firm) a critical question is how can one systematically decipher the effect of brand equity in acquisition decisions. Using the balance model [8,15], Vijay Mahajan, Vithala Rao, and Rajendra Srivastava present a methodology to determine the importance of brand equity in acquisition decisions. By capturing the idiosyncratic perceived importance of brand equity of every decision maker involved in acquisition decisions, the methodology enables members of a committee within a firm to understand and reconcile their differences in evaluating potential acquisitions. This methodology is applied in a pilot study for the all-suites segment of the hotel industry with data collected from senior executives of five major hotel chains. The authors also discuss benefits, limitations, and further extensions of the suggested approach.     

Risk and Return on Real Estate: Evidence from Equity REITs

We analyze monthly returns on an equally weighted index of eighteen to twenty-three equity (real property) real estate investment trusts (REITs) that were traded on major stock exchanges over the 1973–87 period. We employ a multifactor Arbitrage Pricing Model using prespecified macroeconomic factors. We also test whether equity REIT returns are related to changes in the discount on closed-end stock funds, which seems plausible given the closed-end nature of REITs.
Three factors, and the percentage change in the discount on closed-end stock funds, consistently drive equity REIT returns: unexpected inflation and changes in the risk and term structures of interest rates. The impacts of these variables on equity REIT returns is around 60% of the impacts on corporate stock returns generally. As expected, the impacts are greater for more heavily levered REITs than for less levered REITs. Real estate, at least as measured by the return performance of equity REITs, is less risky than stocks generally, but does not offer a superior risk-adjusted return and is not a hedge against unexpected inflation.     

Modeling response to repetitive promotional stimuli

Marketers frequently include promotional stimuli which elicit some form of response from the recipient among the tactics used to market products or services. Print ads, including 800 numbers which allow consumers to respond, and direct mail campaigns are examples of such activities. Promotions of this nature are often repeated a number of times, thus providing several opportunities to respond. Understanding consumer response to such campaigns is critical for more efficient design and use of these activities. A conceptual framework of response to repetitive stimuli is proposed, and stochastic models of alternative response patterns are developed. Alternative contexts in which such models are useful are also noted. Variations of the models are provided for those situations when only a fraction of the target population will ever respond. Estimation of model parameters is discussed, and data from actual campaigns are used to demonstrate how to apply the models. He received his Ph.D. in mathematical statistics from Michigan State University. He joined the Terry College of Business after a 15-year career in industry, including 10 years in consumer research at Procter & Gamble. His research interests include discrete choice models, market response to promotional stimuli, forecasting marketing potential from initial sales results, and, in general, applications of quantitative methods to business problems. He has published articles in such journals as theAnnals of Mathematical Statistics, Annals of Statistics, Journal of the Academy of Marketing Science, Journal of Retailing, and theJournal of Advertising. He earned his Ph.D. at Columbia University and has served as assistant and associate professor of marketing at New York University, as visiting assistant professor at Columbia University, and as visiting associate professor at the University of California, Los Angeles. He is a member of the editorial review boards ofMultivariate Behavioral Research andJournal of Marketing Channels. He has published in theJournal of Marketing Research, Journal of Marketing, andManagement Science, among others. His research interests include the study of brand extensions, relationship marketing, strategic alliances, and television program scheduling. He received his Ph.D. in marketing from the University of Georgia. His current research interests include marketing strategy, strategic alliances, relationship marketing, and the implications of new technologies on business research and practice. He has published in various conference proceedings and theInternational Business Review.     

Demographic changes and local public expenditure in a macroeconomic perspective. Some Norwegian examples

The impact of demographic aging and changes in the age structure on local government expenditures for social services in Norway is analyzed and projected. "To model the production of the local government sector, we have developed a macro model which reflects the coverage of different services according to demographic characteristics and standards defined as man-hours per client.... The results of a simulation show that demographic changes are of minor importance for local government expenditures in most sectors when compared to changes in standard and coverage rates....Results [also] indicate that a shift in standards and coverages in different client sectors would have rather important effects on the Norwegian economy."     

Koloniale kroniek

Dr. C. Snouck Hurgronje's Mekka en andere geschriften.