Marketing Plans or Marketing Planning?

The standard textbook model of marketing planning starts with strategic analysis, leading to marketing objectives and strategy formulation, action programmes, implementation, and control. The empirical study reported here suggests that while many practitioners apparently aspire to use this model, few use it as prescribed. In particular, few firms included specific action programmes for the marketing mix or any forecasts of competitors'strategies. At the individual firm level there was also some mismatch between the contents of the plan and the intended benefits of planning. Whether or not they produced an explicit annual marketing plan, most firms'planning behaviour consisted mainly of extensive budgeting combined with limited strategic analysis. The main thesis is that the standard model of marketing planning aims to achieve too much and may even be counter-productive as well as time-wasting and energy-sapping. A simpler and more action orientated model is proposed.     

The ‘laissez faire’ bias of managed floating

The government of a small open economy trying to manage its exchange rate faces a ‘time consistency’ problem. If markets expect implementation of the optimal linear intervention rule, the government will be tempted to ‘defect’: knowing this, markets will expect less activism; and, in the discretionary equilibrium, this is what they get. How far this credibility problem can shift discretionary policy towards a free float is shown in two popular models of floating rates. One way of offsetting the ‘laissez faire’ bias of discretionary policy is to appoint a relatively ‘conservative’ central banker: but, as the time period of policy action and precommitment shrinks towards zero, the required conservative bias is found to go towards infinity. Other institutional features — such as central bank reputation, contracts and intermediate targets — may be crucial for successful exchange rate management.     

Disease management primer: managing dollars by managing disease

The costliest participants to treat are those with chronic and serious, acute conditions that are often preventable. Developing programs aimed at patients with chronic conditions could be the key to getting control of health care costs. Disease management programs seek to alleviate some of this expense by better managing chronic illnesses and improving the overall health care of employees.     

IS NOISE TRADER RISK PRICED?

We examine the hypothesis that closed‐end fund shareholders garner greater returns than holders of the underlying assets as compensation for bearing “noise trader risk.” We demonstrate that the returns on fund shares are more volatile and exhibit greater mean reversion than the returns on the underlying assets, consistent with the hypothesis that noise traders play a more active role in closed‐end fund shares than do the underlying assets. Inconsistent with the De Long et al. (1990) noise trader model, however, we find that after accounting for fund expenses, fund shareholders do not earn returns greater than holders of the underlying assets. JEL classification: G12     

Fitting Company Strategy to Industry Structure: A Strategic Audit of The Rise of Benetton and Stefanel

Paradoxically, two of Europe's most successful companies have risen out of one of its least successful industrial sectors. This article will argue that the distinctive way in which Benetton and Stefanel organize the manufacture and sale of their products - their "architecture" - is central to achieving the quick responses essential for competitive success in the market for fashion clothing.     

The Yugoslav inflation: Some competing hypotheses

Various hypotheses about wage and price inflation in Yugoslavia are presented and tested empirically with quarterly data from the 1962–1972 period. Both theoretical literature and empirical evidence on the behavior of the self-managed firm are used to derive different models of wage determination. The wage-equation results indicate that labor-market conditions, inflationary expectations; and labor-productivity variables are significant determinants of the rate of growth of wages. The price equations, based on a modified cost-markup model consistent with the practices of Yugoslav firms, identify labor costs and aggregate demand as significant determinants of the rate of growth of prices. University of California, Berkeley.     

Consumer behavior in the Italian mobile telecommunication market

This paper investigates the characteristics of Italian cell phone users. A multidimensional segmentation approach was adopted, using concurrently three sets of variables: consumer/user lifestyles, use motivations and product/service attributes. Data on a national sample (1067 individuals) were collected and factor and cluster analysis were then performed on the database. The study led to the identification of three user segments, each with a diverse combination of the segmentation variables. Findings provide implications for the mobile telecommunication industry and could suggest strategic choices to mobile operators—especially cell phone producers—and constitute the basis for their strategic positioning.     

A case-control study on risk factors of domestic accidents in an elderly population

The aim of this study was to evaluate the combined influence of several lifestyle, health and housing factors in the occurrence of home injuries (HIs) among the elderly. The subjects were recruited from 10 hospitals in Rome, Italy. This study is a paired case-control study. Cases included subjects, aged 65-85 years, who visited the Emergency Department for an HI and were subsequently hospitalised (15 September 2004-30 June 2005). Controls were the subjects of the same gender, age (±3 years) and area of residence of cases. A conditional logistic regression model was used for analysing the variables obtained. In this study, we enrolled 107 hospitalised cases. It was found that the living room was the place where 33% of the accidents occurred. Eighty-seven per cent of the accidents were falls, and 33% of the accidents were the immediate consequence of sudden malaise. One-half of the cases reported one or more leg fractures. The variables that were independently associated with HI were poor household illumination, poor emotional status, regular physical activities and housekeeping activities. We conclude that this study shows the areas of intervention to target HI prevention activities.     

GENDER DIFFERENCES IN VOCATIONAL SCHOOL TRAINING AND EARNINGS PREMIUMS IN TAIWAN

Abstract

International capital mobility and economic restructuring have brought training and skills acquisition to the forefront of policy dialogues. Taiwan has gone beyond most countries in promoting vocational education and setting strict quotas for schooling. Although the education plans do not have separate targets for men and women, they have gendered outcomes. Estimates of earnings premiums using ordinary least squares and quantile regression techniques indicate that only men have gained consistently higher premiums from vocational school compared to general schooling. Women who were denied access to the university system have forgone college premiums that exceed those of men. Also, the commerce track, in which women cluster, yields an earnings penalty compared to general schooling, while the technical track, in which men predominate, yields an earnings premium. Policy reforms based on relaxing education quotas and enforcing equal opportunity legislation would provide women with more rewarding education and career options.