Shared organizational values: Measurement and impact upon strategic marketing implementation

The concept of shared organizational values and its impact upon successful marketing strategy implementation are discussed. The need to measure the degree to which values within the organization are shared is stressed. A method to quantitatively measure the degree of value congruency and the strength of value consistency is proposed. An exploratory, empirical study is presented in which organization values are measured and found to impact upon strategy implementation.     

Firms' Market Power,Endogenous Preferences and the Focus of Competition Policy

Conventional neoclassical views of dominance are generally restricted to a concern for a firm's market power seen in terms of the ability to raise and maintain prices above their marginal costs of production. A prime example of this approach is the application of dominant firm price leadership models, which has led to a restricted theoretical perception of the nature of market power and to an incomplete view of the social costs of monopoly power. This paper argues that a broader conception of a firm's market power leads to a quite different perspective on its conduct. In particular, if we allow dominance to involve the ability to influence product demand patterns, then the theoretical analysis of firm behaviour changes significantly. Specifically, it implies the endogeneity of preferences which, it is argued, represents an important alternative to mainstream analysis. It is suggested that we need to consider a firm's dominance not so much in terms of its pricing in the context of a particular market structure but to focus on its ability to gain advantage over its rivals in terms of 'creating' an asymmetry in the demand for its products. This has important implications for competition policy, for it suggests a need to concentrate on the 'power' of firms and less on the effects of a change in market structure. Likewise, we need to reconsider the adequacy of defining markets in terms of product demand characteristics.     

The effect of interstate highway on driving times and regional shopping center drawing power

Previous studies of the driving times of shopping center patrons have not examined the effect of limited access highways. This study analyzed the impact of interstate highways on the driving times of 204 shoppers at three medium-sized regional shopping centers. Those shoppers indicating usage of interstate highways to reach their shopping destinations were significantly more likely to incur travel times greater than fifteen and twenty minutes than those not using the available interstate roads. In predicting the drawing power of these shopping centers, factors besides mass were found to be useful. These include square footage of shopping goods, stores, and number of parking places.     

Working Time Mismatch and Subjective Well-being

This study uses nationally representative panel survey data for Australia to identify the role played by mismatches between hours actually worked and working time preferences in contributing to reported levels of job and life satisfaction. Three main conclusions emerge. First, it is not the number of hours worked that matters for subjective well-being, but working time mismatch. Second, overemployment is a more serious problem than is underemployment. Third, while the magnitude of the impact of overemployment may seem small in absolute terms, relative to other variables, such as disability, the effect is quite large.     

Entrepreneurial Intentions and Outcomes: a Comparative Causal Mapping Study

This paper uses a causal map methodology to consider the contrasts between entrepreneurial intentions and outcomes. In evaluating a series of propositions drawn from the extant literature the study finds that the elicited causal maps are consistent with contrasts in entrepreneurial intentions, but not outcomes. This suggests that the existing emphasis on entrepreneurial strategies being deliberate, conscious processes may be misplaced: non-deliberate, emergent strategies may be just as influential in producing entrepreneurial outcomes. The study develops a series of output propositions suggesting that entrepreneurial outcomes are associated with causal maps which connect the internal operations of the business with the external environment. This implies that entrepreneurial success may be a result of intuitive systems thinking in which connections are made between the environment and the internal operations of the business.     

The measurement of the relative influence of husband and wife upon a purchase decision

There is some empirical evidence which indicates that current measures of the relative influence of husband and wife upon a purchase decision may not be completely valid. In this paper, a new measure of relative influence is presented. Extent of influence is determined primarily by the extent that one member of the dyad's brand preferences are influenced by the other member or by comparing the brand purchased to the brand preferences of one or both members of the dyad. This measure should be an improvement over current measures because respondents do not need to define the term “influence” with the measure, and because it assumes that an individual may not be able to determine whether an attempt to influence a decision is successful and/or assess whether he or she influences a decision without attempting to do so.     

Consumer motivation: A developmental self concept approach

Self theory is reviewed and then operationalized as three modes of the self concept—“actual,” “expected,” and “ideal.” Results support hypotheses concerning agreement across subjects for self concept modes within personality and products and services categories, individual consistency among self concept modes, and developmental directionality over time.     

The marketing of political candidates

While the controversy concerning the validity and purpose of broadening the concept of marketing is still an ongoing one, the present article focuses on the field of political marketing and compares its historical development with that of American business. In doing so, it is shown that political marketing, viz., the process by which political candidates and ideas are targeted at the voters in order to satisfy their political needs and thus gain their support, has gone through the stages of (1) candidate orientation. (2) sales-management orientation, and is presently experiencing a transition to a (3) marketing concept orientation. These orientations parallel the development in the orientation of American business from product to sales to marketing focus. In addition, the article also suggests that marketing and political marketing share many basic concepts and tools. Consequently, it is concluded that political marketing should be included within the boundaries of the existing marketing theory. The author would like to thank Professor Philip Kotler for his insightful comments on an earlier version of this paper, and for his encouragement.     

Real option valuation of public sector R&D investments with a down-and-out barrier option

This paper presents a real options approach for valuing public-sector research and development projects, using a down-and-out barrier option. Specifically, it considers the potential savings to the tax payer for investing in technology to be purchased by a national government. The valuation is performed with stretched trinomial lattices. Government-driven demand for this technology is equated with the underlying asset, and valuation measured in terms of potential government savings. Two variables, volatility of demand for the technology and unit cost, are treated as uncertain. A Monte Carlo simulation is performed to understand the effects of these variables on the valuation. Other variables are estimated, and a parametric analysis is performed to understand the effects of these variables. To illustrate how this approach could be used, the development of a new sensor, to be used in large networks that track greenhouse gas fluxes, is considered as an example.