Investment in online advertising and return on sales: Does it pay to outsource the services to an advertising agency?

Abstract

The effect of investing in online advertising on a firm’s financial outcomes can depend on whether or not the development and implementation of advertising campaigns are managed by advertising agencies. Agencies may have experienced professionals or workload to perform these jobs, but the costs are greater. This paper aims to investigate the effects of investments in digital marketing on the financial outcome of a company’s services, comparing whether or not it is outsourced to advertising agencies. The secondary data relates to services advertised and marketed by a firm. We tested the possible moderating effect of outsourcing the service in the relationship between investment in online advertising (Google and Facebook) and return on sales (profit margin), by controlling the effect of covariates. Through four regression analyses, the results showed that outsourcing the service moderates the relationship. Specifically, the higher the amount of advertising investment, the more it pays to outsource the service to an advertising agency in order to generate greater profit margin. But with a low investment value, it does not pay to outsource. This study helps to identify situations in which it pays to outsource digital marketing services to an advertising agency.     

DEVELOPMENT AS FREEDOM v - v AND AS WHAT ELSE?

To what extent can Amartya Sen's ideas on freedom, especially his conceptualization of development as freedom, enrich feminist economics? Sen's notion of freedom (as the capability to achieve valued ends) has many attractions and provides important opportunities to analyze gender inequalities. At the same time, Sen's recent emphasis on freedom as the dominant value in judging individual well-being and societal development also contains risks, not least for feminist analysis. We characterize the risks as an underelaboration and overextension of the concept of freedom. Drawing on Sen's earlier work and various feminist theorists, we suggest instead a more emphatically pluralist characterization of capability, well-being, and value, highlighting the distinct and substantive aspects of freedom, as well as of values besides freedom, in the lives of women and men. We illustrate this with reference to women's economic role as caregivers.     

Beyond Utilitarianism and Deontology: Ethics in Economics

Abstract

This article starts from a methodological position that fact and value are mutually related, both in the real world and in economic analysis. It then discusses deontological ethics. This approach is concerned with equality and dignity, as expressed in right and norms, and how these rights and norms constrain individual choices. Deontology is thus different from the utility maximisation of utilitarian ethics, where ethics appears in utility functions as moral preferences. The paper then argues that, although deontology does better than utilitarianism in analysing ethics in economics, it has its own weaknesses. These weaknesses require another theory of ethics for economics, virtue ethics, which emphasises the interrelatedness of agents and commitment to shared values beyond the rules that a society has institutionalised. Virtue ethics internalises morality not as a preference or a constraint, but through the practices in which agents are related in their pursuit of value added.     

‘Managing’ Reductions in Working Hours: A Study of Work-time and Leisure Preferences in UK Industry

This paper, which is predicated on the view that reductions in work-time are generally desirable, explores the working hours of managers and professionals in UK industry. Managers and professionals are often grouped together in empirical and theoretical work, e.g. in the literature on the professional-managerial class, and Goldthorpe's ‘Service Class’. Nevertheless, there are differences: professionals, historically, are autonomous workers; the role of managers, in contrast, is to extract work from others on behalf of the organisation. Using data collected from the 2005 Labour Force Survey we establish there are statistically significant empirical differences between managers and professionals; one of these differences is in attitudes to work-time. We theorise that this is because managers' roles align their attitudes with those desired by the firm or organisation, and we conclude that, as a consequence, the ‘voluntary’ nature of work-time regulation should be revisited.     

A Response to Mark D. White

In this response to Mark D. White, I agree with White's clear distinction between Kant and deontology but reject the suggestion that I would have implied that virtue ethics is a more appropriate ethical foundation for economics than both utilitarianism and deontology. Moreover, I argue against any attempt at creating a hierarchy in ethical foundations for economics, including one that would put deontology first or a view, apparently entertained by White, which would (almost) equate virtue with moral duty, thereby reducing virtue ethics to deontology.     

HRM systems and firm performance: The mediation role of strategic orientation

Prior research evidence of a set of internal fit human resource practices supports a positive human resource management (HRM)–performance relationship. Yet we know very little about exactly what drives the HRM–performance (also known as strategic HRM) relationship. In response to the call for suitable theories to explore the “black box” between HRM and firm performance, this study is designed to extend previous work by examining how the relationship between HRM and strategic orientation influences firm performance. Specifically, it examines the relationship between HRM systems, strategic orientation, and performance in a cross-section of 190 firms in Singapore. The research hypotheses were tested using multiple regression and LISREL. As predicted, there was an indirect effect between Inducement and Investment HRM systems and firm performance, such that the relationship was mediated by strategic orientation. In particular, Singaporean firms which implemented product and market differentiation strategies would mediate the HRM systems–performance relationship. Implications for research and managerial practices are provided.     

Outcome-based contracts as new business model: The role of partnership and value-driven relational assets

This paper investigates the new business model of outcome-based contracts where the firm is tasked to achieve outcomes of equipment as a service contract instead of the traditional maintenance, repair and overhaul activities (e.g., power-by-the-hour® engine service contract). Through a qualitative study of two outcome-based contracts between BAE Systems, MBDA and the UK Ministry of Defence, we derive three value drivers of information, material and people transformation. Mapping it with transaction cost literature we propose five relational assets based on the value drivers; three value-driven alignments and two partnership inputs. We then study the relationships between the relational assets and contract performance through a quantitative survey by applying the partial least square (PLS) method. Our study shows that behavioral and information alignments are important to achieve outcomes. However, material and equipment alignment (i.e., joint supply chain) does not have a significant effect on contract performance. In addition, perceived control and empowerment mediated the relationship between partnership inputs and value-driven alignments. Our study provides a more integrated view of how various theoretical management domains overlap in the understanding of business models, and contribute to the understanding of value drivers and partnership factors in achieving performance in outcome-based contracts.     

Statistical formats to optimize evidence-based decision making: A behavioral approach

Statistical information is crucial for managerial decision making. The decision-making literature in psychology and mathematical cognition documents how different statistical formats can facilitate certain types of decisions. The present analysis is the first of its kind to assess the impact of statistical formats in the presentation of data from market research on both the optimality of market decisions and the time required to perform the decision-making process. An economic experiment provides the data for this study. The experiment presents statistical information in simple frequencies and relative frequencies using numerical and pictorial representations in the context of different informational environments. The key findings are that statistical information presented in terms of relative frequency formats gives rise to more accurate decision making than data presented in terms of simple frequencies, independently of the informational environments. When time is the relevant variable, numerical formats lead to a faster interpretation than pictorial ones. Since the number of factors defining the four statistical formats and the different informational environments is quite large, an orthogonal design offers a suitable experimental design. This design keeps the experiment manageable without substantially reducing its analytical power.     

A narrative exploratory study on the perspectives about physical exercise practise in a sample of Portuguese elderly

Quality & Quantity - The overall prevalence of inactivity among individuals aged 55 or older in Portugal is the highest in Europe therefore it’s important to develop effective strategies...     

How does stakeholder engagement through environmental,social, and governance affect eco-efficiency and profitability efficiency? Zooming into Apple Inc.'s counterparts

As global ecological degradation intensifies, a trade-off has arisen between environmental protection and production efficiency to achieve sustainable development for the environment, society, and the company itself. However, the potential reverse causality relationship between environmental, social, and governance (ESG) and corporate efficiency may lead to confusion. This study estimates the eco-efficiency of Apple Incorporated's value-chain counterparts in the first stage and creates values and profitability in the second stage of efficiency evaluation. Results obtained from the (i) directional distance function in the two-stage data envelopment analysis (DEA), (ii) additive efficiency decomposition two-stage network DEA model, and (iii) network slacks-based measure model are consistent. That is, Apple counterparts manage more efficient eco-efficiency than profitability efficiency, implying that eco-efficiency is their competitive advantage. We thus also run a regression analysis to examine how the ESG ratings of Apple counterparts explain their eco-efficiency and profitability efficiency. Although the overall ESG rating positively explains the efficiencies, we found that the individual governance rating shows no statistically significant effect. The regression results provide insight for practitioners on the importance of investing in the three aspects of a firm's collective conscientiousness for societal and environmental governance. This paper integrates companies' eco-efficiency and profitability efficiency to resolve the conflict between environmental issues and production efficiency. It also analyzes in depth the effects of ESG and its three individual factors on eco-, profitability, and average efficiencies. The diversity of research methods also provides new ideas for future research related to firm efficiency.