Positive versus negative comparative advertising

Two studies examined cognitive responses to comparative advertising that was valenced, i.e., was either negative or positive. Negative comparative advertising featured the advertised brand derogating the comparison brand (I'm OK, you're not OK). Positive comparative advertising claimed superiority over the comparison brand in a nonderogatory manner (You're OK, I'm more OK). Subjects were exposed to either a negative comparative ad or a positive comparative ad. In study 1, the ad featured either a high or low share advertised brand and either a high or low share comparison brand while in study 2, the ad featured advertised and comparison brands with either a strong or a weak reputation. Across both studies, it was found that negative comparative advertising evoked significantly higher counterargumentation and lower claim acceptance than its positive counterpart. Also, when the advertised brand had a high share relative to the comparison brand, counterargumentation was lower and claim acceptance was higher vis-a-vis when the advertised brand had a low share relative to the comparison brand. Findings pertaining to brand reputation were mixed. Managerial and future research implications of the findings are discussed.     

New technological path creation: evidence from the British and German wind energy industries

The canonical economic literature on path dependence provides only a limited explanation of why and how new technological pathways are created initially. The motivation of this paper is to address this gap in the literature and argue that evolutionary economics theories of path dependence need to be linked with sociological explanations of how new technological pathways are created in the first instance by knowledgeable inventors and innovators. These arguments are developed by the authors in a hybrid socio-economic theory of new path creation. In this paper these theoretical arguments are illustrated empirically by a comparative analysis of the introduction and diffusion of new wind power technologies in Britain and Germany. The empirical analysis focuses on the key research question of why the introduction of these new technologies started earlier and has diffused sooner in Germany than in Britain.     

Multinational Learning under Asymmetric Information

The aim of this paper is to analyze the competition between a multinational and the incumbent firm in a foreign market under asymmetric information about demand and unobservable outputs. It is shown that the incumbent firm increases its production in the first period to signal to the multinational that the demand is low. The multinational reduces its output in the foreign market in order to signal-jam. In addition, the multinational increases its production in the other market. However, total production of the multinational is lower. Implications for research and development expenditure by the multinational are examined.     

Human resource management in developing economies: a comparison of India and Thailand

This paper reports the results of surveys of firms that were conducted both in India and Thailand. The surveys centred on a wide range of human resource management practices (staffing, training, compensation and evaluation). The sample consisted of both the subsidiaries of multinational corporations and locally owned companies. Statistical analysis suggests pronounced differences in employment practices between India and Thailand in some areas, while considerable similarities in other areas. The study controls for a variety of organizational factors (e.g., firm size, ownership (foreign versus domestic), union status).     

A troublesome transport challenge? Working round the school run

Transport policy and practice could be challenged by the future of women’s mobility if it means an increasing reliance on the car. The paper examines the contextual relationship between the journey to school/childcare and the journey to work undertaken by eleven women who work part-time. It considers what the problems these women face in managing their time-space commitments and argues that time is the central problem. Transport can be a solution and a further problem in negotiating the competing time needs of work and family schedules. The research indicates the role ICTs, notably the mobile phone, play in mitigating individual transport problems, thus solutions to the problem of women’s time may not be sustainable.     

Use of equal opportunities legislation and earnings differentials: a comparative study

This article traces the number of legal cases concerning gender, race and other forms of discrimination in the US, Canada and Britain where there is now up to a quarter of a century's experience. Substantial differences in the extent to which the legislation is used across countries and by different groups within each country are revealed.