Dr. PC: A Multimedia Management Control Case*

Dr. PC is a 50–80‐minute, in‐class management control case. The case asks students to develop a management control system for a small computer repair business. Informed initially by personal experiences, and then from viewing a consumer affairs video that depicts an employee repeatedly violating his firm’s code of conduct, students work together to outline key management controls. After viewing the video and discussing key management controls, students are then exposed to Simons’s levers of control framework and asked to develop a comprehensive management control system for the small business. The case was developed over three years with the help of 344 undergraduate, master’s, and executive students. Student feedback from earlier versions of the case indicates they found the case stimulating and effective at reaching its learning objectives of understanding the purpose of and how to design a management control system for a small business.     

Waste Is Our Business,Inc.: The importance of non-financial information in the audit planning process

The objectives of this case are: (a) to alert students to the importance of non-financial information in the audit process; (b) to develop students’ ability to search for relevant financial and non-financial information in the audit planning process; and (c) to emphasize the importance of resisting the natural tendency to over-rely on financial information when conducting the financial statement audit. Students are asked to consider both financial and non-financial information when evaluating a client’s account balances. The client is in the waste business where there are a number of market, regulatory, and political factors that may affect the valuation of different accounts. Students are also directed to consider the importance of non-financial information in the integrated audit mandated by PCAOB Standard 5 and in fraud detection. The case can help students learn to explicitly consider non-financial information and understand the significance of integrating such information with financial data. The case is suitable for use in undergraduate or graduate auditing and assurance courses.     

Cross-National Diffusion Research: What Do We Know and How Certain Are We?

To compete effectively in the global marketplace, marketing managers require insight into how a product gets adopted in different countries. For example, can international marketers identify specific cultural traits that may help them to forecast how quickly a new product will be adopted in a particular country or in a group of somehow related countries? Similarly, can they identify factors that suggest why the adoption process differs among countries?Although these diffusion-related questions address critical issues for international marketing managers, only a few studies have explored cross-national diffusion. To help fill this gap, V. Kumar, Jaishankar Ganesh, and Raj Echambadi present the results of a study that replicates and extends the findings of three previously published studies of cross-national diffusion. Their research aims to replicate four findings from the previous studies: the role of country-specific effects in explaining differences in diffusion parameters, the presence of a lead-lag effect, the use of cultural variables to explain systematically the diffusion patterns across countries, and the merit of country segmentation schemes based on diffusion parameters. They extend the previous research by integrating cross-sectional and time lag variables into a single framework, and they demonstrate how managers can apply this integrated framework for forecasting the diffusion of new products.They replicate the findings from the previous studies by using annual sales data for five product categories (VCRs, microwave ovens, cellular phones, home computers, and CD players) in the following countries: Austria, Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, and the UK. The product categories and time periods covered differ from the ones in the previous studies; some overlap exists among the countries in this study and the ones in the previous studies.The findings in this study suggest that country-specific characteristics (for example, cosmopolitanism, mobility, percentage of women in the labor force) are useful for identifying the differences in diffusion patterns across countries and innovations. This study also suggests that the lead-lag effect helps to explain differences in diffusion across countries. Factors that this study identifies as possibly influencing the clustering of countries with similar diffusion patterns include timing of entry, geographical proximity, and cultural or economic similarity.     

Explaining tractorization in Nepal: An alternative to the ‘consequences approach’

The debate on whether or not agricultural mechanization should be subsidized in developing countries usually focuses on the employment and yield effects of mechanization. This paper takes the alternative tack that designing mechanization policy requires understanding the determinants of the mechanization choice. A model of investment and factor use is developed and applied to the land preparation decision of 99 farmers in the Terai region of Nepal. Farmers' ownership and use of tractors are accurately predicted by the hypothesis that farmers maximize expected accounting profits. Since farmers are privately efficient, tractor subsidies, which increase the wedge between the private and social shadow prices of mechanical power, will decrease economic effiency.     

Consumer Feelings and Equilibrium Product Quality

This paper considers the possibility that a firm can invest not only in the true product quality, but also in activities such as merchandizing and store atmospherics that influence consumer perception of the product quality. Consumers make their purchase decisions based on the signal (perception) of quality they experience, where the signal is influenced by both the true product quality valued by the consumer and the affect of the consumer at the time of the signal formation. In this situation, a firm finds it optimal to invest in both product quality and in variables inducing affect, even though rational consumers, in equilibrium, correctly solve back for the true product quality. We uncover an asymmetry in the effects of the cost of producing quality and the cost of inducing affect. As a firm's cost of quality decreases, the firm will find it optimal to invest more both in the true quality and in the affect inducement, even if it does not have a lower cost of inducing affect. Conversely, if a firm finds it easier to induce affect, then the product quality decreases but affect-inducing activities increase.
Under competition, we find that the firm investing more in quality also invests more in affect creation. An implication of this is that in a competitive environment, consumers can rationally associate an up-lifting store atmosphere, affect inducing merchandizing, or mood-creating communication with high quality products even when the firm has no need to signal their private cost of quality information, and when there is no consumption externality of the affect. We also analyze the case in which firms might have different costs and consumers are uncertain about the costs incurred by a given firm. Here again we show that the perceived quality production is positively correlated with both the true quality and the affect inducing activities.     

Online Shopper Motivations, and e-Store Attributes: An Examination of Online Patronage Behavior and Shopper Typologies

e-Stores and online shopping have become important aspects of a retailer's strategy. Previous research suggests that online shoppers are fundamentally different from traditional offline shoppers. However, based on the Big Middle Theory (Levy et al. 2005), the authors believe that there are segments of online shoppers that are very similar to regular shopper groups. To determine this, online shopping motivations and e-store attribute importance measures are separately used as the basis to develop online shopper typologies. Results reveal that there are more similarities than differences among traditional and online store shoppers. However, there are a few unique shopper types present at online stores, attracted by the distinctive characteristics and attributes of the online retail environment. The findings offer interesting implications for online retail strategy.     

Too close to be similar: Product and price competition in retail gasoline markets

We examine how product and pricing decisions of retail gasoline stations depend on local market demographics and the degree of competitive intensity in the market. We are able to shed light on the observed empirical phenomenon that proximate gasoline stations price very similarly in some markets, but very differently in other markets. Our analysis of product design and price competition between firms integrates two critical dimensions of heterogeneity across consumers: Consumers differ in their locations and in their travel costs, as in models of horizontal differentiation. They also differ in their relative preference or valuations for product quality dimensions, in terms of the offered station services (such as pay-at-pump, number of service bays or other added services), as in models of vertical differentiation. We find that the degree of local competitive intensity and the dispersion in consumer incomes are sufficient to explain variations in the product and pricing choices of competing firms. Closely located retailers who face sufficient income dispersion across consumers in a local market may differentiate on product design and pricing strategies. In contrast, retailers that are farther apart from each other may adopt similar product design and pricing strategies if the market is relatively homogeneous on income. Using empirical survey data on prices and station characteristics gathered across 724 gasoline stations in the St. Louis metropolitan area, and employing a multivariate logit model that predicts the joint probability of stations within a local market differentiating on product design and pricing strategies as a function of market demographics and local competitive intensity, we find strong support for the central implications of the theory.

A reflection on analytical work in marketing: Three points of consensus

This article presents three points of consensus about game-theoretic work in marketing: First, equilibrium analysis is necessary for studying situations that have strategic interactions. In many cases, empirical examination of these strategic scenarios is difficult or impossible, at least without the guidance of an equilibrium model. Second, more general models are not necessarily ??better,?? because institutional details matter. Thus, the appropriate compromise between generality and specificity depends on the scope of the research question. Finally, there should be a two-way road between theory and empirics??theory is necessary to interpret empirical results, while empirical findings should guide theoretical modeling choices.     

Fiscal Stimulus,Agricultural Growth and Poverty in Asia

Recent debates on a sustainable recovery of the global economy have tended to overemphasise the ‘savings glut’ hypothesis and the unavoidable imperative of higher consumption in China and other emerging Asian countries. That oversaving and not underinvestment is coming in the way of a quicker and more durable recovery is not just simplistic but misleading from a medium‐term growth perspective for emerging Asian countries and other developing countries in this region. Drawing upon country panel data for developing countries and a subsample of Asian countries during the period 1991–2007, this study makes a case for a bold and coordinated fiscal stimulus, directed to stimulating agricultural and overall growth, and mitigation of poverty and hunger. Our simulations further suggest that poverty reduction is likely to be larger if the fiscal stimulus is directed to social spending in health and education sectors. Indeed, if our simulations of fiscal impacts have any validity, the dire predictions of millions getting trapped in poverty and hunger may turn out to be exaggerated. The prospects of a strong recovery led by fiscal stimulus are thus real and achievable.     

The moderating roles of perceived complementarity and substitutability on the perceived manufacturing difficulty–extension attitude relationship

The extant brand extension literature shows a curvilinear relationship between consumers' perceived difficulty of manufacturing the brand extension and their attitude towards the extension. This paper advances this research area by investigating the moderating roles of consumption-fit dimensions. Specifically, this research examines how the perceptions of the product extension's complementarity and substitutability affect the relationship between perceived difficulty of manufacturing the extension and extension attitude. To test these relationships, the study uses a four-country sample comprising of both graduate and undergraduate students. Study results demonstrate that perceived complementarity helps easy-to-make extensions while hurting difficult-to-make extensions, but perceived substitutability hurts extension attitude. These findings advance theory and offer managerial implications. Product and brand managers need to consider the joint effects of consumption fit and extension difficulty while using brand extension strategies.