Challenges and new research avenues in marketing science

This paper is a revised version of the key note speech which the author gave at the 1984 Annual Conference of the European Marketing Academy (EMAC). The author critically evaluates the contributions of marketing science with respect to practical relevance and managerial decision making. He diagnoses a number of substantial discrepancies between research efforts and adoption of marketing science models. Some causes for this situation are identified and new more comprehensive research avenues are proposed and discussed. It is the intention of the article to stimulate further discussion on these important issues. Necessarily, many statements in this position paper are based on subjective judgement and not validated in a scientific sense.     

White-collar unionisation in West Germany, 1960–1976

The rapid growth of white-collar trade union membership in the UK in recent years has been paralleled by a similar phenomenon in Germany. Hermann Bayer and his colleagues explain the causes and results of the growth in trade unionism in West Germany against a background of socio-political developments.     

A new dimension to content analysis: Exploring relationships among thematic categories

Conventional content analysis uses “hard-edged” categories for coding qualitative data (e.g., content themes), and this practice not only loses valuable information but also restricts the ways in which such data may be analyzed. This paper presents a procedure based on fuzzy set theory which extends content analysis by permitting the researcher to use fuzzy, or “blurred” categories for coding. These categories are allowed to overlap one another, thereby enabling the researcher to investigate overlap and inclusion relationships among thematic categories. The technique is briefly explained, and the bulk of the paper is devoted to a demonstration of its use in an applied research context. The final section discusses some extensions of this technique and its applications in exploratory data analysis.     

A close eye on the invisible hand

The paper shows how, and under what minimal information supply conditions, a market finds its competitive equilibrium price and thus solves the so-called tatonnement process, without sellers and buyers knowing the equilibrium price in advance. The information premises must be understood as a basic first approach, and do not necessarily mimic the real market process. Demonstration of a discovery process under these information handling conditions is an important finding for an evolutionary market theory. Additional information-processing elements should augment the efficiency of the discovery process. The results of the simulated market process set out above raise new questions. The role of institutional elements (such as the relevance of demand flexibility or “certainty” of knowledge in the learning process, etc.) is discussed further outside the context of the simulation model, providing new insight into the market process.     

Contextual Framing and Monetary Incentives in Field Experiments on Risk Preferences: Evidence from German Farmers

Recent studies cast doubt on the ability of abstract experiments to predict decision‐making in the field. Thus, scholars have argued for more ‘realism’ by introducing context to field experiments. Yet, such realism may work against the induced values of monetary incentives in economic experiments. It is an open question whether contextual framing works best with or without inducing values, through methods such as the use of monetary incentives. Using a sample of 146 German farmers, we compare experimentally the predictive power of a framed lottery in an agricultural context vs. using an abstract version. For one half of the sample, lotteries are incentivised; for the other half, they are hypothetical. Although risk preferences differ between treatments, all four lottery tasks correlate poorly with farmers’ real‐world use of risk management instruments such as harvest or hail insurance. Subjects who start with an agricultural framing are willing to take significantly greater risks in the lotteries. More generally, our findings cast doubt on the ability of lottery tasks to predict risk‐taking in the field.     

Displaying expected values in risk elicitation tasks: the effect of information in experimental risk research

We investigate the influence of providing expected lottery results to experiment participants in two common risk attitude elicitation tasks. In a between-subject design, either the Holt and Laury task or the Eckel and Grossman task is carried out by a sample of 208 students. We find no significant effect of shown expected values on the risk attitude measured by the tasks. This result even holds true if we divide the experiment participants into specific sub-groups, i.e. female and male, or lower numeracy and higher numeracy participants. Furthermore, comprehension and processing time are not significantly influenced by presented expected values. Therefore, we conclude that providing information on expected values does not influence decision-making in tasks involving risk. This result indicates the robustness of elicited risk attitudes to variation in common experimental methods, and demonstrates that more information could be provided without creating bias in the results.     

Environmentally Important Inter sectoral Flows: Insights from Main Contributions Identification and Minimal Flow Analysis

For the analysis of economic interdependences form an environmental perspective, a condensation of the information contained in input–output (IO) tables is desirable, but without much loss of the quantitative dimension. For the case of total energy requirements, main contributions identification is presented as an approach that allows a partitioning of total energy requirements by production layers and (final) energy-consuming sectors. For this purpose, a mixed monetary-energy IO model and a partitioning procedure are used. In addition, minimal flow analysis as a graphical method is used to detect importnant energetic interconnections. Environmentally Important Intersectoral Flows