Applications of the behavioural homogeneity evaluation framework: The predictive ability of consumer involvement for international food market segmentation

Abstract

This article proposes a framework of alternative international marketing strategies, based on the evaluation of intra- and inter-cultural behavioural homogeneity for market segmentation. The framework developed in this study provides a generic structure to behavioural homogeneity, proposing consumer involvement as a construct with unique predictive ability for international marketing strategy decisions. A model-based segmentation process, using structural equation models, is implemented to illustrate the application of the framework.     

The Difference a Smile Makes: Effective Use of Imagery by Children’s Nonprofit Organizations

ABSTRACT

Which emotions are most appealing to donors in nonprofit outreach materials? Previous studies have shown that in print and television materials, images depicting negative emotions lead to increases in donor response. In this study, we examined whether images of negative affect in children in social media appeals lead to increased information sharing compared to positive or neutral images of children. We analyzed Facebook posts from 2016 from 2 large children’s nongovernmental organizations, UNICEF USA and Save the Children US, and examined the relationship between the type of emotion in the image and the number of likes, comments, and shares that the post received. We found differences in the responses according to the organization sending the message and the affect of the children depicted. For Save the Children US, negative images, specifically sad and fearful images, generated significantly more likes, shares, and comments. For UNICEF USA, there was no difference in information sharing for positive, neutral, or negative images. Findings from this study demonstrate that negative emotional imagery of children can affect social media engagement with nongovernmental organizations, but this effect appears to be inconsistent.     

The Gilt-Equity Yield Ratio and the Predictability of UK and US Equity Returns

A number of financial variables have been shown to be effective in explaining the time-series of aggregate equity returns in both the UK and the US. These include, inter alia , the equity dividend yield, the spread between the yields on long and short government bonds, and the lagged equity return. Recently, however, the ratio between the long government bond yield and the equity dividend yield – the gilt-equity yield ratio – has emerged as a variable that has considerable explanatory power for UK equity returns. This paper compares the predictive ability of the gilt-equity yield ratio with these other variables for UK and US equity returns, providing evidence on both in-sample and out-of-sample performance. For UK monthly returns, it is shown that while the dividend yield has substantial in-sample explanatory power, this is not matched by out-of sample forecast accuracy. The gilt-equity yield ratio, in contrast, performs well both in-sample and out-of-sample. Although the predictability of US monthly equity returns is much lower than for the UK, a similar result emerges, with the gilt-equity yield ratio dominating the other variables in terms of both in-sample explanatory power and out-of-sample forecast performance. The gilt-equity yield ratio is also shown to have substantial predictive ability for long horizon returns.     

Inflation and Economic Growth: Evidence from the Southern African Development Community

In this paper, we investigate the role of inflation rates in determining economic growth in 15 sub‐Saharan African countries, which are all members of the Southern African Development Community, between 1980 and 2009. The results, based on panel time‐series data and analysis (we use the fixed effects and fixed effects with instrumental variables estimators to account for heterogeneity and endogeneity in thin panels), suggest that inflation has had a detrimental effect to growth in the community. We highlight that inflation has offset the Mundell–Tobin effect and consequently reduced the much needed economic activity in the community, and also the importance of an institutional framework conducive to a stable macroeconomic environment as a precondition for development and prosperity in the community.     

Salesforce decisions: A Markovian approach

This paper reports on the development, application, and evaluation of a Markov model used for macro sales force planning and control. The model portrays the succession of levels of sales force members from application to join the sales force, through all possible states, including possibilities of termination due to promotion, firing, and voluntary departures. The impact of several decision states such as recruiting, promotion, and training are then assessed, and the implications are evaluated through the use of the data from two large pharmaceutical firms. Several uses of the model are illustrated and the impact of managerial decisions on costs and profits are shown. The uses of the model for sales force design are also discussed.     

Entry and Technological Performance in New Technology Domains: Technological Opportunities,Technology Competition and Technological Relatedness

Entry and success in new technology domains (NTDs) is essential for firms' long‐term performance. We argue that firms' choices to enter NTDs and their subsequent performance in these domains are not only governed by firm‐level factors but also by environmental characteristics. Entry is encouraged by the richness of opportunities for technology development, while technology competition by incumbent firms discourages entry and render entries that do take place less successful. Firms are expected to be positioned heterogeneously to recognize and capitalize on technological opportunities, depending on the presence of a related technology base. We find qualified support for these conjectures in a longitudinal analysis of entry and technological performance in NTDs by 176 R&D intensive firms. While opportunity rich technology environments attract entries by firms even if these NTDs are distal from firms' existing technologies, firms require related technological expertise in order to exploit technological opportunities post‐entry.     

Panel design effects on response rates and response quality

To understand changes in individuals' opinions and attitudes, it would be best to collect data through panels. Such panels, however, often cause irritation among respondents, resulting in low response rates and low response quality. We address whether this problem can be alleviated by designing a panel survey in an alternative way. For this purpose, we perform two field studies where we measure the effects of several panel design characteristics on response rates and response quality. These characteristics include the number of waves and the time between subsequent waves, which may be either fixed or random. Our findings suggest that response rates and response quality can be improved significantly by surveying at random time intervals. It is then crucial that panel members are not informed about the dates they will be surveyed, because in this case, respondents are less likely to develop expectations as to when they will be surveyed again. The methodology we put forward can be used to improve the efficiency of a panel study by carefully calibrating the studies' panel design parameters.