RECONSIDERING THE SUNK-COST CONCEPT

This paper presents a decision procedure to aid in making capital rationing investment and borrowing decisions. Weingartner's Basic Horizon Model and Oakford and huesen's Maximum Prospective Value criterion are both extended to explicitly include long-term borrowing decisions. Information derived from interviews with financial executives on the subject of business attitudes toward borrowing is used to develop the conceptual logic of the decision procedure, which is presented in terms of a mathematical programming formulation.     

Modeling Newspaper Advertising

Mathematical modeling is recognized as a powerful tool for planning business operations. The purpose of this paper is to present a mathematical model for simulating a newspaper financial system. The model was developed from actual newspaper industry data and includes the effects of advertising and circulation. The use of the model to predict advertising linage as a function of population, income and advertising rate is included in the discussion.     

Flow Online: Lessons Learned and Future Prospects

Although the flow construct has been widely studied over the past decade in marketing and related fields, it has proven to be an elusive construct to measure and model. In this paper, we examine two of the most important themes in flow research in the last decade: the conceptualization and measurement of flow in online environments and the marketing outcomes of flow. In addition, while the unique characteristics of the Internet contributed to our belief that flow was an important construct for understanding consumer use of the Web in 1996, the environment of the Web itself has changed radically over the past decade. Thus, we consider the current context of the Internet, including virtual worlds, for the role and application of the flow construct, as well as important related constructs that will be useful for understanding compelling experiences in the contemporary online environment.     

Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix

ABSTRACT

Intense competition for student enrollment has created a strong need for higher education institutions, especially those that offer graduate degree programs, to differentiate themselves. This article introduces the concept of strategic brand management as an avenue for higher education differentiation and discusses how higher education institutions with graduate degree programs can strategically manage their brands (i.e. corporate and product) through the higher education marketing mix (i.e. prominence, prospectus, program, price, people, premium, and promotion). Using a closed-ended survey and partial least squares structural equation modeling of a sample of students enrolled in a graduate degree program (e.g. MBA), the study finds that the utilitarian elements (i.e. prominence, prospectus, program, and price) of the higher education marketing mix have a positive direct impact on the product brand (e.g. MBA brand) and an indirect impact on the corporate brand (e.g. university brand) of these types of higher education institutions. However, hedonic elements (i.e. people, premium, and promotion) of the higher education marketing mix do not produce any significant impact on either the corporate or product brands of these institutions. Implications from these findings to theory, practice, and future research avenues conclude.     

Mathematical analysis applied to school attendance areas

The objective of this paper is to develop a generalized mathematical model of pupil assignment within school districts. This model can then be used to examine various policies of student integration. Proposed bussing schemes, school location policies, educational parks, attendance boundaries, etc., can be tested for cost, travel time or other measures of efficiency. Extension to other areas of educational planning is feasible.

Mathematical programming techniques are used to assign resources (say school children) to facilities (say schools) subject to restrictions on facilities (say capacity limits) and resources (say a maximum travel time or a desirable range of school “mixtures”) so that a measure of performance, the “objective function” (say total cost or total time of travel) is optimized. The model is intended to allow examination of a wide range of objective functions and system constraints.