营销战略与华尔街:确定营销的影响

股价主要是基于公司的财务报表,股票分析师的分析使其有所增加。营销支出的最高目标应当是增加公司的价值,但是从营销支出到股价的道路通常是曲折的。这是因为营销对财务的影响是通过收入表现出来的,而要获得收入就必须过顾客这一关。通常要涉及一长串的效应以证明是受营销支出的影响(Rust等,2004),并且营销投资的效应随着时间的增加而逐渐消失。这期特刊着眼于探索从营销活动到市场结果的链条以及基于市场的资产与公司价值生成之间的关系。     

What business are you in? Classic advice from Theodore Levitt

For all the talk about management as a science, experienced executives know that strategic decisions and tactics depend heavily on context. No one understood this better than Theodore Levitt (1925-2006). A Harvard Business School professor renowned as a founder of modern marketing, he sought above all to use his knowledge to serve the needs of businesspeople. In a series of powerfully insightful--and delightfully written--essays in Harvard Business Review, he provoked readers to reexamine their settled thinking about vital issues so that they could better meet the needs of customers. Levitt had the gifts of provocation and generalization, offering ideas that startled readers but compelled them to think creatively and intelligently about their companies. Writing in a period when business was held in far less esteem than it is today, he rejected the easy contempt that many intellectuals had for managers and consumers. Levitt carried that practical approach to his tenure at Harvard Business Review from 1985 to 1989. As one of HBR's most intellectual and most populist chief editors, he understood that the magazine's main purpose was to serve as a kind of sophisticated translation, clarifying authors' raw-and sometimes rough-ideas for impatient, time-pressed readers. This tribute, a look into one of business's great minds, offers excerpts from six of Levitt's most influential HBR articles: "Marketing Myopia" (July-August 1960) "After the Sale Is Over..."(SeptemberOctober1983) "Marketing Success Through Differentiation-of Anything" (January-February 1980) "Production-Line Approach to Service" (September-October 1972) "The Globalization of Markets" (May-June 1983) "Creativity Is Not Enough" (May-June 1963).     

The fruitful flaws of strategy metaphors

The business world is rife with metaphors these days, as managers look to other disciplines for insights into their own challenges. And metaphors can--despite their somewhat flaky image--be powerful catalysts for generating new business strategies. But metaphors are often improperly used, their potential left unrealized. We tend to look for reassuring parallels in business metaphors instead of troubling differences, the author contends. In fact, using metaphors to come up with new strategic perspectives begins to work only when the metaphors themselves don't work, or at least don't seem to. Take the following case in point. An insurance company's corporate headquarters put together a team of experts to discuss ways the firm might respond to the challenges of conducting business via the Internet. Once the team drafted a master plan, the idea was that it would be promulgated to the individual agents and offices of this widely dispersed organization. In a meeting with the company's top managers, the author talked about Charles Darwin's conceptual breakthrough in formulating the principles of evolution. As his overview of Darwin's theories about variation and natural selection gave way to questions, a heretical notion took shape: Those far-flung agents' offices, instead of being strategic liabilities in a suddenly virtual age, might instead be the mechanism for achieving an incremental but powerful corporate transformation in response to the changing business environment. But it was only when the evolutionary metaphor began to break down--when the elements of Darwin's theory clearly were at odds with the besieged insurance company's situation--that real strategic insight occurred. This anecdote offers, in a compressed form, an example of how the process of using metaphors can play out and what managers can learn from it.     

Stratification, competition and risk distribution: health insurance in Germany and the United States

Issues of unequal risk distribution among sickness funds are given increasing attention in the current discussions on the reform of the statutory health insurance system in Germany. This paper examines the structural determinants of risk distribution and points toward the links between social stratification, competition, health risk and insurance status. A model showing the links between basic structural determinants is presented. Using health survey data from Germany and the U.S., statistical analyses are conducted. The results support the model and indicate its applicability for both health care systems. The paper concludes by indicating the relevance of such findings for health policy and future research.     

Marketing malpractice: the cause and the cure

Ted Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill--they want a quarter-inch hole." But 35 years later, marketers are still thinking in terms of products and ever-finer demographic segments. The structure of a market, as seen from customers' point of view, is very simple. When people need to get a job done, they hire a product or service to do it for them. The marketer's task is to understand what jobs periodically arise in customers' lives for which they might hire products the company could make. One job, the "I-need-to-send-this-from-here-to-there-with-perfect-certainty-as-fast-as-possible"job, has existed practically forever. Federal Express designed a service to do precisely that--and do it wonderfully again and again. The FedEx brand began popping into people's minds whenever they needed to get that job done. Most of today's great brands--Crest, Starbucks, Kleenex, eBay, and Kodak, to name a few-started out as just this kind of purpose brand. When a purpose brand is extended to products that target different jobs, it becomes an endorser brand. But, over time, the power of an endorser brand will surely erode unless the company creates a new purpose brand for each new job, even as it leverages the endorser brand as an overall marker of quality. Different jobs demand different purpose brands. New growth markets are created when an innovating company designs a product and then positions its brand on a job for which no optimal product yet exists. In fact, companies that historically have segmented and measured markets by product categories generally find that when they instead segment by job, their market is much larger (and their current share much smaller) than they had thought. This is great news for smart companies hungry for growth.     

Managing away bad habits

We've all worked with highly competent people who are held back by a seemingly fatal personality flaw. One person takes on too much work; another sees the downside in every proposed change; a third pushes people out of the way. At best, people with these "bad habits" create their own glass ceilings, which limit their success and their contributions to the company. At worst, they destroy their own careers. Although the psychological flaws of such individuals run deep, their managers are not helpless. In this article, James Waldroop and Timothy Butler--both psychologists--examine the root causes of these flaws and suggest concrete tactics they have used to help people recognize and correct the following six behavior patterns: The hero, who always pushes himself--and subordinates--too hard to do too much for too long. The meritocrat, who believes that the best ideas can and will be determined objectively and ignores the politics inherent in most situations. The bulldozer, who runs roughshod over others in a quest for power. The pessimist, who always worries about what could go wrong. The rebel, who automatically fights against authority and convention. And the home run hitter, who tries to do too much too soon--he swings for the fences before he's learned to hit singles. Helping people break through their self-created glass ceilings is the ultimate win-win scenario: both the individual and the organization are rewarded. Using the tactics introduced in this article, managers can help their brilliantly flawed performers become spectacular achievers.     

The value captor's process: getting the most out of your new business ventures

The high failure rate among new business ventures is usually chalked up to the fundamental uncertainty of the process. In actuality, say McGrath and Keil, flawed ways of assessing and managing ventures may account for the disappointing amount of value they generate. Instead of taking the go/no-go approach, whereby a project either advances toward launch or is killed, decision makers should consider a range of alternatives: recycling the venture by aiming it at a new target market; spinning it off to other owners or a joint venture; spinning it in to an established business unit; or salvaging useful elements such as technologies, capabilities, knowledge, and patents. Firms that excel in value extraction--the "value captors" whose practices and mind-set this article explores--have created formal processes to systematically mine successes, failures, and everything in between. They know that a venture should be treated like a scientific experiment, in which learning plays a critical role. They are ready to seize new opportunities if a venture falters on its original course. They foster networks to promote cooperation and collaboration between established business leaders and venture teams and involve people from throughout the company in the venture review process. They don't allow financial criteria to dominate the reviews, and they recognize that the best people to launch a business may not be the ones who developed the idea. If your innovation pipeline is dry, your promising projects are being strangled for lack of a speedy payback, or someone else has made a fabulous business out of a slightly altered idea that you abandoned, consider the value captor's path.     

黄酒质量有提升

此次抽查依据GB2758-2005《发酵酒卫生标准》、GB/T13662-2000《黄酒》等国家标准及相关产品标准规定的要求,对黄酒产品的感官、非糖固形物、酒精度、总酸、氨基酸态氮、挥发酯、苯甲酸、山梨酸、糖精钠、甜蜜素、铅、菌落总数、大肠菌群、沙门氏菌、志贺氏菌、金黄色葡萄球菌以及标签等17个项目进行了检验.     

中国注意力转向整顿农村金融机构

中国监管部门开始着手整顿一个往往不为人注意的金融领域：农村金融服务机构。