IMC in digitally-empowering contexts: the emerging role of negotiated brands

In current digitally-empowering contexts, the Integrated Marketing Communications (IMC) paradigm may have lost its ‘original’ customer-centric focus. Drawing on service-dominant logic, the paper examines the changes to IMC when multiple sources of consumer power emerge as central in the value creation process. This change in the focus of IMC likely enables the emergence of negotiated brands, i.e. brands that focus on a marketplace where traditional marketer-created brand value may be replaced by buyer and seller co-created value. The paper argues that this novel type of brand structure represents an appropriate managerial response to multidimensional IMC approaches. As that occurs, four key issues (community-centric orientation, emergent strategy, hybrid communication mix, reciprocity-based assessment) emerge which lead to a number of research questions in the planning and execution of marketing communications in today’s digitally-empowered contexts. All these issues clearly highlight the consumers’ contributions to brand value co-creation, by reaffirming the ‘original’ outside-in perspective of IMC.     

Commodity tax straddles and the valuation of domestic futures exchanges: An analysis of the 1981 Economic Recovery Tax Act

The Economic Recovery Tax Act (ERTA) of 1981 substantially altered the taxation of commodity tax straddles. Prior to 1981, commodity tax straddles were actively promoted and used to defer income, to convert ordinary income into capital gains, or to convert short-term into long-term capital gains. ERTA imposed a mark-tomarket rule of account settlement for the taxation of futures transactions. This study examines the impact of ERTA on the futures industry by utilizing futures exchange seat prices for all domestic futures exchanges. Futures exchange seats represent specialized capital assets whose value reflects the discounted present value of expected future economic rents derived from trading activity. The results indicate that ERTA produced a large decrease in the market valuation of futures exchange capital which was not recaptured in the ten months following the announcement.The financial support of the Columbia Futures Center was essential to the research reported here. The authors thank two anonymous reviewers for helpful suggestions, and Matthew Deno, Darrell Petter, and Shan Guo for valuable research assistance.     

The accounting of interpretations and the interpretation of accounts: The communicative function of “the language of business”

The objectivistic philosophical assumptions which underlie contemporary research in accountancy, as well as economics and elsewhere, are challenged and an interpretive alternative is proposed. A “hermeneutical” view of decision-making is examined, first with regard to science in general, and then concerning the human sciences in particular, and finally with regard to economics. Human decisions are not seen as objective, mechanical or behavioristic but as meaningful utterances of minds, as part of a bidirectional communicative process. That is, scientific decisions, like everyday decisions, are mutually interpretive processes of communication in language. Although it is true that much of mainstream neoclassical economics is incompatible with this interpretive approach, the “Austrian” school can be seen as an interpretive version of neoclassicism. This school of economics indicates a way to understand the communicative function the accounting “language” itself serves in the economic process. The professional judgments made by both accounting researchers and practicing accountants, then, are treated as “matters of interpretation,” but as not, thereby, arbitrary.     

The valuation and behavior of black-scholes options subject to intertemporal default risk

This paper addresses the valuation and behavior of European options subject to intertemporal writer default risk. The framework allows the timing of default and recovery value to be uncertain. Default is said to occur if the writer's creditworthiness violates a specified critical level-both stochastic. Various recovery scenarios are considered including linking recovery to the moneyness of the option at the time of default. In an application of the model, it is estimated that current customer margin requirements for exchange-traded options are set far in excess of the fair market value.     

Top management team diversity,group process,and strategic consensus

This study integrated concepts from upper echelons, group process and social cognition theories to investigate how demographic diversity and group processes influence strategic consensus within the top management team (TMT), where strategic consensus is defined as the degree to which individual mental models of strategy overlap. Data from 76 high‐technology firms in the United States and Ireland were used to examine three alternative models. The results showed that while demographic diversity alone did have effects on strategic consensus the overall fit of the model was not strong. Adding two intervening group process variables, interpersonal conflict and agreement‐seeking, to the model greatly improved the overall relationship with strategic consensus. For the most part, TMT diversity had negative effects on strategic consensus. The model with superior fit showed both direct and indirect effects of diversity on strategic consensus. Copyright © 1999 John Wiley & Sons, Ltd.     

Underlying Dimensions and Communications Strategies of the Advertising Agency-Client Relationship

The alcohol industry is increasingly dependent upon slick advertising and innovative promotional methods both to maintain existing profit levels and to penetrate new markets. In spite of the ‘tightening’ of codes of practice, vulnerable groups are still targeted with impunity and the influence which the portrayal of such images has upon children, for example, is excused as inadvertent or accidental. The social cost of excessive and inappropriate drinking can be seen in both general and personal terms. It is because of the latter that public opinion is beginning to move against present levels of promotion and calls for a ban on certain forms of advertising are likely to receive support. More stringent controls are almost inevitable in spite of the challenge which will be presented by satellite broadcasting and other forms of electronic media. The drinks and advertising industries should begin now to explore the potential of constructive compromise.     

INTRA-INDUSTRY SPECIALIZATION AND THE NORTH AMERICAN FREE TRADE AGREEMENT

This article provides a detailed examination of changes in indicators of intra-industry specialization in manufactured goods in trade between the United States and Mexico over the first five years of the North American Free Trade Agreement. The analysis is conducted at the three-digit SITC level of industry aggregation. Many industries experienced large increases in intraindustry trade (IIT). Only nine industries experience declines in IIT. Changes in various indicators of intra-industry specialization suggest few U.S. industries are candidates for significant adjustment problems. Industries facing potential adjustment pressures account for less than one-fourth of total U.S. imports from Mexico. These findings should lessen opposition to greater regional economic integration in the Western Hemisphere by easing fears that entire industries and jobs will disappear.     

Children's understanding of television advertising: a qualitative approach

In this paper children's understanding of television advertising was explored using focus groups in a qualitative approach. None of the 6 year olds, a minority of the 8 year olds and by no means all of the 10 year olds were able to articulate an understanding of the persuasive nature of advertising. It was concluded that children's understanding of the persuasive intent of television advertising is less well developed than previously thought, challenging current marketing perspectives. These findings raise questions for European legislation, UK broadcasting practices and for advertisers and manufacturers who target children.     

The immigration of Third World professionals to Canada: 1968–1973

In this paper we estimate a reduced form equation for highly skilled immigration to Canada during the period 1968–1973. The purported open immigration policy during this period implied that a relatively unregulated flow of immigrants came to Canada. We found to the contrary that the Third World immigrant flow was carefully regulated and responded significantly to four principal variables: the number of job vacancies by occupation, competing opportunities in the United States, the total flow of Third World immigrants and the number of movers from the country under consideration. The income variable never proved significant.