U-commerce: Expanding the universe of marketing

This article introduces several new concepts that lay the conceptual foundation for thinking about next-generation marketing based on ubiquitous networks. U-commerce, orüber-commerce, is predicated on the characteristics of network ubiquity, universality, uniqueness, and unison. It is proposed that the keys to managing network-driven firms are the concepts of u-space and attention analysis. The implications for next-generation marketing in the u-space are explored, with a research agenda identified for scholars and managerial implications recognized for practitioners. Richard T. Watson is the J. Rex Distinguished Chair for Internet Strategy and the director of the Center for Information Systems Leadership in the Terry College of Business, University of Georgia. He has published in leading journals in several fields as well as authored books on data management and electronic commerce and given invited seminars in nearly 20 countries. He is vice president of communications of AIS and recently finished a term as a senior editor ofMIS Quarterly. He is a visiting professor at Agder University College, Norway, and a consulting editor to John Wiley & Sons. Leyland F. Pitt is a professor of marketing in the School of Marketing, Curtin University of Technology, Perth, Australia. He is also adjunct professor of marketing at Kingston Business School, United Kingdom; the University of Lulea, Sweden; and the Ecole Nationale Ponts et Chaussees in Paris. He has also taught marketing and electronic commerce on M. B. A. and executive programs at schools such as Warwick Business School, London Business School, the Graduate School of Business at Columbia University, and the Graham School of Continuing Studies at the University of Chicago. Dr. Pitt is the author of more than 100 papers in scholarly journals, and his work has appeared in publications such asCalifornia Management Review, Sloan Management Review, Journal of the Academy of Marketing Science, Information Systems Research, Journal of Advertising Research, Communications of the ACM, andMIS Quarterly (for which he also served as associate editor). Pierre Berthon is an associate professor of marketing at Bentley College. He has held academic positions at Columbia University, Henley Management College, Cardiff University, and University of Bath. His teaching and research focus on electronic commerce, market information processing, organization and strategy, and management decision making. George M. Zinkhan is the Coca-Cola Company Chair of Marketing at the University of Georgia. After receiving his doctorate at the University of Michigan, he served on the faculty at both the University of Houston and the University of Pittsburgh. His main research focus is on the areas of communication, advertising, and electronic commerce. His recent coauthored books includeElectronic Commerce: A Strategic Perspective (2000) andConsumers (2002).     

Mitigating shortage and distribution costs in damaged water networks

Recent events have sparked renewed interest in disaster mitigation for public infrastructures. Presidential Decision Directive 63 identifies water distribution as being among the most vital and vulnerable of our large-scale infrastructures. Water distribution networks are vulnerable to threats such as chemical and biological contamination, cyber attacks on computer-based management systems, and physical destruction from acts of nature and intentional attack. This research develops methods for configuring the undamaged portion of the water network to mitigate the consequences of physical destruction. The approach is to find a hydraulically feasible residual network that can be pressurized to meet the demand of a subset of demand sectors. Demand sectors not pressurized then receive water through truck distribution from pressurized sectors. The objective is to minimize weighted water shortage and water truck distribution costs by identifying sectors to pressurize along with an assignment of unpressurized sectors to pressurized sectors for water delivery by truck. The paper develops an optimization model, describes a solution method, and presents computational results for three example networks.     

A typology of de-coupling strategies in mixed services

A typology of a class of service systems is proposed. The typology links strategic operational objectives to the decision to de-couple work between the front and back offices of a service system. Four specific ideal types of a strategy/de-coupling mix are described; each of which has distinct operational, marketing and human resource ramifications. A type that has had significant representation in traditional literature is the “Cost Leader” type, where back-office activities are de-coupled from the front office for the purpose of lowering costs. Another traditional type representative of the craftsman legacy is the “Personal Service” type, which retains back-office tasks in the front office to pursue non-cost-oriented strategic goals. Theoretical and empirical evidence is also given for two non-traditional types: the “Kiosk” type, where all tasks remain in the front office to achieve lower costs, and the “Focused Professional” type, which de-couples front- and back-office activities to enable front-office workers to provide higher service, rather than to reduce costs. Empirically, retail bank lending systems are analyzed to support the typology.     

The true shadow price of foreign exchange

For the last half century, trade theorists, development economists, and development practitioners have been calculating what was claimed to be the shadow price of scarce foreign exchange. In fact, what they have been calculating is the social value of the receipt of a unit of a numeraire good from abroad, typically obtained from real models. In our paper, we explicitly deal with a model of a monetized economy, and we develop formulas for the social value of a unit of foreign currency, which, in general, differ from the traditional formulas.     

The online laboratory: conducting experiments in a real labor market

Online labor markets have great potential as platforms for conducting experiments. They provide immediate access to a large and diverse subject pool, and allow researchers to control the experimental context. Online experiments, we show, can be just as valid—both internally and externally—as laboratory and field experiments, while often requiring far less money and time to design and conduct. To demonstrate their value, we use an online labor market to replicate three classic experiments. The first finds quantitative agreement between levels of cooperation in a prisoner’s dilemma played online and in the physical laboratory. The second shows—consistent with behavior in the traditional laboratory—that online subjects respond to priming by altering their choices. The third demonstrates that when an identical decision is framed differently, individuals reverse their choice, thus replicating a famed Tversky-Kahneman result. Then we conduct a field experiment showing that workers have upward-sloping labor supply curves. Finally, we analyze the challenges to online experiments, proposing methods to cope with the unique threats to validity in an online setting, and examining the conceptual issues surrounding the external validity of online results. We conclude by presenting our views on the potential role that online experiments can play within the social sciences, and then recommend software development priorities and best practices.     

The Nevada Water Law of 1913: A Populist Response to Progressivism

During the latter half of the 19^th century, Americans who settled the arid West needed to compromise with their populist notions of individualism derived from the Jeffersonian ethic of the early 19^th century and adopt progressive communitarian practices in order to provide water by means of irrigation. The struggle to deal with water rights in Nevada, culminating in passage of the Nevada Water Law of 1913, particularly illustrated this conflict between individualism and communitarianism.