Changing Perceptions and Changing Behavior in Customer Relationships

We formulate a theoretical model in which we postulate that if customers' behavior is perceived as not optimal, customers will adjust this behavior based on their current satisfaction and payment equity. Furthermore, customers will also include new experiences. In our empirical study we particularly investigate customer referrals and the amount of services purchased. Our results show positive effects of current satisfaction and payment equity on referrals, while also changes in satisfaction and payment equity affect customer referrals. With respect to the amount of services purchased, our estimation results reveal a positive significant effect of only changes in satisfaction.     

Obsoleszenz — ein Synonym für die Konsumgüterproduktion in entfalteten Marktwirtschaften

Zusammenfassung Wie im Titel angedeutet, gehen die Verfasser davon aus, daß sich hinter dem Obsoleszenz-Phänomen keine besondere Absatzstrategie der Unternehmen und daher kein eigenständiges Erkenntnisobjekt verbirgt. Die von bürgerlichen und marxistischen Kritikern vielfach geäßerte Ansicht, mit zunehmender Vermachtung/Monopolisierung der Märkte seien die Waren schlechter geworden, wird nicht geteilt. Nach wie vor werden bei uns sehr viele «gute» sowie «schlechte» Konsumgüter hergestellt, je nach dem wie die Produktivkräfte sowie die Konkurrenz um die zahlungskräftige Nachfrage es erlauben. Was die bekannten gesamtgesellschaftlichen Probleme (Umweltbelastung, Rohstoffknappheit etc.) verursacht und die Wissenschaften auf dem Plan gerufen hat, ist nicht die abnehmende Qualität der Waren, sondern die erweiterte Reproduktion kapitalistischen Wirtschaftens schlechthin. Die «ungeheure Warenansammlung» kann wissenschaftlich nicht zerlegt werden in eine unanfechtbare Normalität (=technischer Fortschritt) und moralisch abzulehnende Auswüchse (=Obsoleszenz); ebensowenig signalisieren Obsoleszenzstrategien die allgemeine Dekadenz des Monopolkapitals. Der Reichtum an Konsumgütern ist vielmehr zu begreifen als dialektisches Resultat einer Erwerbsgesellschaft, die-beispielhaft konkretisiert-überdimensionierte Fernsehgeräte zum Kauf anbietet, nachdem sie zuvor technisch ausgereifte Geräte entwickelt hat.

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As indicated by the title the authors are convinced that obsolescence is no special marketing strategy. Therefore the phenomenon should not be regarded as a subject worthy of study by itself. The authors reject the hypothesis that product quality is eroded by increasing monopolization, a position taken by bourgeois as well as marxian critics. In market economies there will always be production of good and bad consumer goods depending on productive capacity and sellers' competition for effective demand. The well-known social problems (pollution, shortage of raw materials, etc.) are not caused by decreasing product quality but are due to the need for reproduction of capital on a larger scale.The enormous production of goods cannot be separated by scientific methods into (a) an economic normality (technical progress) and (b) a perverse exaggeration not acceptable on moral grounds (obsolescence). Neither do the strategies of obsolescence indicate the decadence of monopolistic capitalism. Instead the abundance of consumer goods should be interpreted as a dialectic result of a society's profit maximization. To give an example: After well-equipped television sets with a high technical standard had been developed, the system starts supplying units of a hypertrophic size and capacity.

     

Model-based auditing using REA

The recent financial crisis has renewed interest in the value of the owner-ordered auditing tradition that starts from society's long-term interest rather than management interest. This tradition uses a model-based auditing approach in which control requirements are derived in a principled way. A problem with this approach is that it has been proven hard to apply it in modern complex organizations. Making it feasible requires at least an adequate enterprise modeling approach. In this paper, it is shown that the REA ontology fulfills most of the requirements for such a model-based approach. The analysis also suggests some directions in which REA can be extended.     

Beyond survival: the implementation of new forms of work organization in the UK and German steel industries

This paper outlines and analyses the major changes in work-force organization that have been introduced by British and German steel producers in the past decade, against a backcloth of retrenchment in the industry, new product development and technological change. Including multiskilling, a reduction in demarcation and team–working, these changes have had a major effect upon the composition of the work–force and the nature of work undertaken at the shopfloor level.

While these changes have had a common broad trajectory, they have been introduced at a different pace and in different forms. The contrasts are provided not only at the international level, but between plants in the same countries. The paper further outlines the response of trade unions to these changes and the implications for industrial relations at the shopfloor level.     

International network extension processes to institutionally different markets: Entry nodes and processes of exporting SMEs

This article is about how SMEs reduce their liability of network outsidership in the process of establishing a network insider position in foreign business networks. By examining how SMEs establish insidership positions in institutionally different business networks, the authors contributes to the network approach to firm internationalization. From a detailed longitudinal and retrospective case study of four SMEs from mature market entering emerging country markets and four SMEs from such immature markets entering mature markets, the authors develop propositions based on intra-group and inter-group analysis. The propositions concern the parties to which the exporter initiates and develops relationships when plugging into the foreign network (the entry node), and how the firm reaches an insider position in this network (the entry process). Three distinct network types are identified along this entry process: the exposure network, the formation network and the sustenance network.     

Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising

Since sponsoring is an increasingly important marketing communication medium, it is important for managers to know whether their sponsorships are giving a good financial return relative to other communication alternatives. Although several “rules of thumb” are commonly used in the industry for converting sponsorship exposure time into television advertising equivalent values, this research is the first to empirically test them by means of two experiments employing realistic stimuli and representative samples. Across 6 stimuli brands, study 1 finds that an average of 127 s of sponsor logo exposure achieves the same effects as a 30 s TV ad, but variance around this figure is high and depends on a variety of factors such as communication goal, sponsor fit, type of exposure, and whether the sponsor is a known brand. Study 2 finds that combining sponsoring with television advertising does increase the effects of sponsoring, although effects vary widely depending on the context, but even in the best case the increase is not supportive of the high levels of advertising suggested by many industry experts. Overall, the findings will allow managers to more confidently assess the financial value of their sponsorship investments.