Applying ethical theory to public relations

There seems to be a prevailing belief among public relations professionals that ethical problems can easily be solved by either reference to a simplified code or citation of a few well-worn platitudes. However, the route to a more complete understanding of questions of ethics is circuitous and often painstaking. By applying a number of ethical theories to a public relations problem, both the skilled public relations technician and the public relations professional may arrive at similar conclusions concerning moral obligations; however, the professional is in the most favorable position to effect change.Thomas H. Bivins is Assistant Professor at the University of Oregon, School of Journalism. He is also Head of Public Relations Sequence and has been awarded Public Relations Student Society of America: Faculty Advisor of the Year, 1984, 1986.     

Virtual operators in the mobile industry: a techno-economic analysis

For a company planning to become a mobile operator, two alternative ways to enter the market exist. In addition to the traditional way of acquiring a spectrum license and building a mobile network, market entrance is also possible by becoming a virtual operator and utilizing the existing networks of incumbent operators. Potentially, virtual operators will have an important role in shaping the mobile market structure and competition. In this paper, techno-economic modeling methods are used to analyze the position of virtual operators in the mobile communications industry. Four alternative virtual operator scenarios are constructed and analyzed using a linear, deterministic, and quantitative techno-economic model. The results highlight the importance of wholesale contracts with incumbent mobile network operators in determining the virtual operators’ business profitability. Unbalance in termination prices between fixed and mobile networks is shown to give incentives for virtual operators to invest in their own network infrastructure.     

Corporate Demography and Empirical Industrial Organization: A Critical Appraisal

The emerging field of corporate demography views corporations and industries in a similar way to human or animal individuals and groups. In spite of a surprisingly large overlap of subject matter with economics, corporate demography is not well-known by, nor easily accessible to economists. An extremely useful recent book, The Demography of Corporations and Industries, by Glenn R. Carroll and Michael T. Hannan (2000) should change that. This review essay critically examines corporate demography from an economic viewpoint. The very different view of competition in corporate demography gets particular attention.     

Combining revealed and stated preferences data

Our objective is to develop a unifying framework for the incorporation of different types of survey data in individual choice models. We describe statistical methodologies that combine multiple sources of data in the estimation of individual choice models and summarize the current state of the art of data combination methods that have been used with market research data. The most successful applications so far have combined revealed and stated preference data. We discuss different types of market and survey data and provide examples of research contexts in which one might wish to combine them. Although these methods show a great deal of promise and have already been used successfully in a number of applications, several important research issues remain. A discussion of these issues and directions for further research conclude the paper.     

Prospects and problems in modeling group decisions

This paper summarizes some of the major issues related to group decision modeling. We briefly review the existing work on group choice models in marketing and consumer research. We draw some generalizations about which models work well when and use those generalizations to provide guidelines for future research.     

Market Orientation, Innovativeness, Product Innovation, and Performance in Small Firms

Most research on market orientation, innovation and performance is related to big enterprises and small and medium-sized enterprises (SMEs). In this study a model is developed to investigate the combined effect of market orientation and innovativeness on product innovation and company performance, for small firms. A specific feature of our research is that we use an objective measure for product innovation in contrast to the self-reported measures commonly used in research on innovation. To test our model data from 152 rose growers were used. This study's results show that the owner's innovativeness permeates all variables in the model and has a positive influence on market orientation, innovation, and performance. An interesting research result is also that customer market intelligence influences product innovation positively or negatively, depending on whether the innovativeness of the owner in the new product domain is weak or strong.     

Internal Versus External R&D: A Study of R&D Choice with Sample Selection

This paper extends previous analyses of the choice between internal and external R&D to consider the costs of internal R&D. The Heckman two-stage estimator is used to estimate the determinants of internal R&D unit cost (i.e. cost per product innovation) allowing for sample selection effects. Theory indicates that R&D unit cost will be influenced by scale issues and by the technological opportunities faced by the firm. Transaction costs encountered in research activities are allowed for and, in addition, consideration is given to issues of market structure which influence the choice of R&D mode without affecting the unit cost of internal or external R&D. The model is tested on data from a sample of over 500 UK manufacturing plants which have engaged in product innovation. The key determinants of R&D mode are the scale of plant and R&D input, and market structure conditions. In terms of the R&D cost equation, scale factors are again important and have a non-linear relationship with R&D unit cost. Specificities in physical and human capital also affect unit cost, but have no clear impact on the choice of R&D mode. There is no evidence of technological opportunity affecting either R&D cost or the internal/external decision.     

Effects of differential information on the after-market valuation of initial public offerings

This paper examines the after-market for initial public offerings (IPOs), particularly the security valuation effects of structural differences in available information. There is a diversity of information among issuing firms at the time of their offering and particularly under certain market conditions. Because this diversity decreases with time and after-market trading, the IPO market provides an ideal setting for testing errors due to differential information levels in early after-market valuation of IPO firms. We find evidence that during “hot” market conditions and for firms characterized by low levels of available information, the market values of issuing firms are more likely to be overestimated in the immediate after-market. We also find positive overestimation of market values to be more likely for larger IPOs and for those marketed by the less prestigious underwriters.     

Formalising Workflow: A CCS-inspired Characterisation of the YAWL Workflow Patterns

We present work concerning the formal specification of business processes. It is of substantial benefit to be able to pin down the meaning of business processes precisely. This is an end in itself, but we are also concerned to do so in order that we might prove properties about the business processes that are being specified. It is a notable characteristic of most languages for representing business processes that they lack a robust semantics, and a notable characteristic of most commercial Business Process Management products that they have no support for verification of business process models. We define a high-level meta-model, called Liesbet , for representing business processes. The ontological commitments for Liesbet are sourced from the YAWL workflow patterns, which have been defined from studies into the behavioural nature of business processes. A formal characterisation of Liesbet is provided using Milner’s Calculus of Communicating Systems (CCS). In this article, we omit some of the technical details of this characterisation and instead present the essential features by means of an abstract machine language, called LCCS. We also explain how we have facilitated the verification of certain properties of business processes specified in Liesbet , and discuss how Liesbet supports the YAWL workflow patterns. We include a simple three-part example of using Liesbet .