The evaluation stage in marketing decision making

Prior to making important decisions, marketing managers go through an evaluation process in which available alternatives are compared. Yet, no systematic discussion of the evaluation process exists in the marketing literature. This article reviews the marketing and behavioral decision theory literature in order to identify factors that may cause errors in the two fundamental elements of the evaluation process—the estimation of probabilities and the determination of the value of outcomes. Propositions are developed that specify circumstances in which marketing management decisions may be influenced by judgmental biases, and procedures are identified for debiasing such judgments.     

Combining information for prediction in linear regression

This article deals with the prediction problem in linear regression where the measurements are obtained using k different devices or collected from k different independent sources. For the case of k=2, a Graybill-Deal type combined estimtor for the regression parameters is shown to dominate the individual least squares estimators under the covariance criterion. Two predictors ŷ _c and ŷ _p are proposed. ŷ _c is based on a combined estimator of the regression coefficient vector, and ŷ _p is obtained by combining the individual predictors from different models. Prediction mean square errors of both predictors are derived. It is shown that the predictor ŷ _p is better than the individual predictors for k≥2 and the predictor ŷ _c is better than the individual predictors for k=2. Numerical comparison between ŷ _c and ŷ _p shows that the former is superior to the latter for the case k=2.     

Measuring Market Orientation: Exploring a Market Oriented Approach

This paper demonstrates that applications of existing approaches to measuring market orientation are myopic, non-comparative and over-reliant on the views of single respondents. Consequently, a multi-perspective, multi-informant approach for measuring market orientation is generated which focuses on gauging customers', competitors' and intra-organizational members' perceptions of the market orientation of an organization. To evaluate the psychometric properties of this approach an application of this design in a survey of manufacturing industry is subjected to tests for inter-rater reliability, scale reliability, content validity, criterion-related validity and construct validity. The conclusion of this evaluation is that the developed measure is both a reliable and valid means of gauging market orientation. The paper concludes with a series of implications for both theorists and practitioners.     

The Determinants of Stock Option Compensation: Evidence from Finland

A new, long, and rich panel data set consisting of all Finnish publicly traded firms is used to study how firm characteristics and stock market developments influence the adoption and targeting of stock option compensation. Stock option adoption is found to be a procyclical phenomenon. Findings from firm‐level econometric analysis often corroborate those based on U.S. data, but important differences also emerge. Findings include: (i) firms with higher market value per employee are more likely to use stock option compensation; (ii) share returns from the past year affect the adoption of targeted stock options, but not broad‐based plans; (iii) our results are consistent with the hypothesis that selective and broad‐based plans arise as solutions to differing monitoring difficulties. Broad‐based schemes are observed when production is human capital‐intensive and employee performance is hard to monitor, while selective schemes are adopted when ownership is dispersed and therefore owners may have weak incentives to monitor management.     

Look sharp,feel sharp,be sharp and listen — anecdotal excellence: People,places and things

While the techniques become more sophisticated, the hardware and software go through new generations and we move towards such unexplored options as internet fundraising and legal restraints, the challenges and successes in the field of fundraising and in the personality of fundraisers should not change very much: they are faced with the assignment of making the donors feel important, the causes seem attractive, and making the system move with ease and comfort for everyone concerned. The author gives strong credence to such ‘simple’ matters as appearance, health, ethics, virtue and giving attention to words as well as innuendo. The reader will learn if he or she ‘listens’ to the message of this paper; if, on the other hand, he or she is looking for a shortcut or a foolproof plan short of living and loving in the field, it will not be found — in this or any other paper. Fundraising is a synergestic system: you put everything you know together, and it comes out to equal more than the sum of its parts. Still, you keep on learning. The best fundraiser has not yet been born; the most successful campaign has not yet begun; the wisdom is still being assembled. This paper is one man's overview of where we have been, what we are doing in best practice scenarios, and what is possible if we ‘Look sharp, feel sharp, be sharp and listen’; it includes a good overview of ‘Anecdotal excellence: people, places and things’. The paper starts with a word from God and ends with a reminder for us all: ‘We must remember — to look forward!’ Copyright © 2002 Henry Stewart Publications     

Analysis of Beef Producers' Risk Management Perceptions and Desire for Further Risk Management Education

Beef cattle producers were surveyed in Texas and Nebraska to investigate perceptions of sources of risk, the effectiveness of risk management strategies, and interest in further risk management education, particularly production risk, using probit analysis. Important decision variables identified are age, prior use of risk management tools, previous attendances of risk management education, and risk aversion. Severe drought and cattle price variability are identified as primary risk factors with potential to affect farm income. Extremely cold weather and disease are of less importance. Understocking pasture and storing hay are perceived most effective as risk management options.