Interactive Technologies and Retailing Strategy: A Review,Conceptual Framework and Future Research Directions

During the past decade, a number of interactive technologies, including the Internet, have fundamentally transformed how retailers compete in the marketplace. In a similar vein, emerging interactive technologies can be expected to significantly alter the retailing landscape through their impact on retailing strategy and operations. Furthermore, it is conceivable that certain emerging interactive technologies will be perceived by some retailers as enablers (tools to more effectively compete in the marketplace) and by other retailers as disruptors of the present ways of doing business. Interactive technologies can either be generic, a technology that is readily available from an information technology (IT) vendor and is widely adopted by retailers, or proprietary. An interactive technology that is proprietary can enable a firm to generate economic rents from the innovation for an extended duration of time. Investing in a generic interactive technology, however, may be perceived as a cost of doing business for a retailer, and not a potential source of sustainable competitive advantage. However, a retailer's complementary resource endowments may enable the retailer to more effectively leverage a generic technology relative to its competitors and thereby achieve a sustainable competitive advantage. In this paper, we review the related literature, develop a process model delineating the mechanisms by which an interactive technology can affect and necessitate changes in retailers' strategies and identify directions for future research.     

An examination of qualitative vs. quantitative elaboration likelihood effects

Researchers have investigated a number of different psychological constructs that occur as a result of advertising exposure and that contribute toward the formation of attitudes toward the ad (A_ad) and brand (A_b). The dual mediation model (DMM), which defines hypothesized interrelationships among these constructs, has been well supported in previous research, but fails to empirically distinguish between the quantitative versus qualitative effects that can occur as a result of increased elaboration. To address this issue, the author incorporates cognitive resource matching theory into the DMM framework, arguing that construct means, the relative proportions of those means, and the links among model constructs are moderated by level of processing motivation. The results of empirical testing of a modified version of the DMM under alternate resource conditions are consistent with this theoretical explanation. © 2005 Wiley Periodicals, Inc.     

Addressing the Advertising of Controversial Products in China: An Empirical Approach

China is a country that has undertaken a great transformation since the late 1970’s, and among these changes, has seen a massive growth in the advertising industry with the influx of foreign advertisers, and the development of regional and global media, such as satellite television and the Internet. This has resulted in the Chinese people of all ages having a greater opportunity of exposure to different types of advertising, including the advertising of potentially controversial products, which could clash with traditional Chinese values. Using a stakeholder theory approach, this study analyzes the responses of 630 Chinese respondents to discover who is offended by controversial advertisements and determine ways potentially offensive advertising messages can be reduced, thereby assisting marketers in being more socially responsible in their advertising messages.     

The role of the entrepreneurial team and the board of directors in the internationalization of academic spin-offs

This study addresses the roles of the entrepreneurial team and the board of directors in the internationalization of academic spin-off companies. The study is based on a quantitative analysis of 109 spin-offs from Norwegian academic institutions. The findings suggest that academic spin-offs are more likely to achieve both international strategic alliances and international sales with entrepreneurial teams having industrial experience that is both highly homogeneous (where each member has work experience in the same industry) and highly diverse (where each member has work experience in different industries) and board members that have diverse functional backgrounds. Firms that are less dependent on networking by board members to increase legitimacy and build relationships with potential foreign customers are more likely to achieve international sales.     

Minimizing the Probability of Lifetime Ruin When Shocks Might Occur: Perturbation Analysis

We determine the optimal investment strategy to minimize the probability of an individual’s lifetime ruin when the underlying model parameters are subject to a shock. Specifically, we consider two possibilities: (1) changes in the individual’s net consumption and mortality rate and (2) changes in the parameters of the financial market. We assume that these rates might change once at a random time. Changes in an individual’s net consumption and mortality rate occur when the individual experiences an accident or other unexpected life event, while changes in the financial market occur due to shifts in the economy or in the political climate. We apply perturbation analysis to approximate the probability of lifetime ruin and the corresponding optimal investment strategy for small changes in the model parameters and observe numerically that these approximations are reasonable ones, even when the changes are not small.     

Modelling regional policy scenarios in the agri-food sector: a case study of a Spanish region

The agri-food industry has several features of great importance for sustainable economic growth in rural areas. The objective of this work is to evaluate the effects associated with different scenarios of growth, and changes in the regional agri-food industry. These scenarios simulate changes in exports and imports, changes in technology and changes in the level of industrial integration. We develop a computable general equilibrium model calibrated for the region. Our results indicate that policies trying to improve the competitiveness and dynamism of strategic sectors as the agro-industrial complex in this regional economy exert positive effects on its growth and income, having notable impacts on local job markets but also in other sectors and activities linked through the whole production chain.     

Skills,Tasks and the Scarcity of Talent in a Global Economy

The scarcity of talent is a tremendous challenge for firms in the globalized world. This paper investigates the role of labor market imperfection in open economies for the usage of talent in the production process of firms. For this purpose, I set up a heterogeneous firms model, where production consists of a continuum of tasks that differ in complexity. Firms hire low‐skilled and high‐skilled workers to perform these tasks. How firms assign workers to tasks depends on factor prices for the two skill types and the productivity advantage of high‐skilled workers in the performance of complex tasks. I study the firms’ assignment problem under two labor market regimes, which capture the polar cases of fully flexible wages and a binding minimum wage for low‐skilled workers. Since the minimum wage lowers the skill premium, it increases the range of tasks performed by high‐skilled workers, which enhances the stock of knowledge within firms to solve complex tasks and reduces the mass of active firms. In a setting with fully flexible wages trade does not affect the firm‐internal assignment of workers to tasks. On the contrary, if low‐skilled wages are fixed by a minimum wage, trade renders high‐skilled workers a scarce resource and reduces the range of tasks performed by this skill type with negative consequences for the human capital stock within firms. In this case, trade leads to higher per‐capita income for both skill types and thus to higher welfare in the open than in the closed economy, whereas – somewhat counter‐intuitive – inequality between the two skill types decreases, as more low‐skilled workers find employment in the production process.