A diagnostic framework for measuring Web‐site localization

This study provides a framework for analyzing the extent of a company's Web localization efforts based on four constructs that capture the overall quality of Web localization: content localization, cultural customization, local gateways, and translation quality. The framework is used to measure Web‐site localization efforts directed toward the U.S. Hispanic online market. The results show that most U.S. Web sites emphasize translation of the Web content from English to Spanish without localizing the site in terms of navigation, graphics, colors, and other culturally relevant content. A scorecard is provided for practitioners to use in assessing and enhancing their companies' Web‐site localization efforts. © 2009 Wiley Periodicals, Inc.     

A Longitudinal Look at Latitudinal Influence on Advertising in China

A north-south comparison of newspaper advertisements reveals that northern advertisements emphasize public and social service products targeted at the general public, while those in the south advertise more consumer and industrial products. Southern advertisements also employ a wider variety of execution styles and use visual illustrations more often.     

China myths and advertising agencies

One of the fastest growing sectors in China's transforming economy is advertising. Within the industry, large numbers of ‘advertising agencies’ are typically reported. This article charts growth in the industry and classifies agencies by type, in order to establish a more accurate understanding of agency numbers and growth. Advertising agencies are but one type of organization among the huge number of licensed ‘advertising practitioners’ in China, which are often erroneously referred to as agencies.     

To be or not to be different: Exploration of norms and benefits of color differentiation in the marketplace

Building a strong brand identity is central for increasing brand equity. As a result, oftentimes, brands develop differentiation strategies in order to stand out from competitors. Yet, is value always gained through differentiation, or is it possible that some value could be forfeited by straying too far from established product category associations? This research examines color norms within product categories and addresses the question of whether visual differentiation is always helpful. With data for 281 top brands, the authors calculate product category color homogeneity scores for 15 product categories and 40 subcategories to empirically explore color norms. Then, these calculations are used in conjunction with brand equity scores to examine the relationship between color differentiation and brand performance. The results show that while color differentiation is helpful for some product categories, it can also be harmful for others. Specifically, the investigation reveals that adhering to color norms may be beneficial for product categories containing a dominant market leader, especially high-involvement categories. The results of this research highlight the existence of visual product category norms, and emphasize both the benefits and risks of visual differentiation should be considered.     

Funding sustainable paddle trail development: paddler perspectives,willingness to pay and management implications

Paddle sports (kayaking, canoeing) are a growing tourism niche and an activity that can bring sustainable rural tourism development and economic regeneration. Managing sustainable paddle trail growth is complex, involving coordination among government bodies, consensus from landowners and funding acquisition for safe access sites, signage, maps and other amenities. This paper explores the paddle-trail-related literature and the many different funding options to manage the creation and maintenance of paddle trails. An Internet survey of 1851 respondents determined support for a variety of user funding mechanisms for trail development as well as paddler perceptions about trail development as a viable form of economic development. The results indicate that women and recreational paddlers are more likely to support funding mechanisms, in addition to paddlers who consider paddle trail development a form of economic development. Paddlers who did not support any user funding mechanism were male, employed in the private sector, avid paddlers, and those who owned boats. It is observed that awareness of paddle trails’ value as an economic regeneration tool increases the willingness to pay. A range of management implications from this research are discussed, including information and educational programs, marketing partnerships and targeted incentive offers to those groups that are unwilling to pay.     

Keeping up with the joneses: emergence of travel as a form of social comparison among millennials

The idea of “Keeping Up with the Joneses” was developed as a phenomenon wherein people want to own the same objects and do the same things as their peers in order to keep up with them socially. Along with the combined rise of globalization, mobile technology and the millennial mindset of valuing experiences over material possessions, this research qualitatively examines how travel has become a marker of status among certain subpopulations of the millennial cohort, along with identifying idiosyncrasies of their social networking habits in conjunction with their travel behaviors. Ascending opportunities for travel and tourism marketing practitioners are denoted.     

Developing communications about CCS: three lessons learned

To curb the risks of climate change, the Intergovernmental Panel on Climate Change posits that global CO₂ emissions from the energy supply sector must be reduced to 90% below 2010 levels between 2040 and 2070. Electricity generation is the largest contributor to emissions from the energy supply sector. Carbon capture and storage (CCS) holds the promise of helping to reduce CO₂ emissions from coal-fired power plants, as part of a low-carbon portfolio that could also include energy efficiency, natural gas, renewables and nuclear power. To inform people’s decisions about whether or not to support the implementation of CCS, our team created brochures about 10 low-carbon technologies as well as a computer tool that helped users to develop technically realistic low-carbon portfolios. Here, we highlight three main lessons we learned in developing these communications about CCS: (1) when learning about CCS people also want to know about other alternatives; (2) using simple wording improves understanding, even about complex technologies; and (3) the time to communicate about CCS is now.     

Responses to out-of-stocks and on-shelf availability in UK fashion retailing

The purpose of this study is to examine the attitudes and approaches adopted by fashion retailers when presented with an out-of-stocks (OOS) issue and to measure in store on-shelf availability (OSA) of one particular fashion retailer across a sample of stores across the United Kingdom. The research was carried out in three phases. The first two phases used participants' observation/mystery shopper techniques to determine shop-floor representatives' responses to an OOS situation in the jeans category of seven retailers and then to measure the OOS/OSA of a sample of 10 stores of a middle market fashion retailer in the United Kingdom. A comparison with the electronic inventory database readings was then carried out. The final phase involved interviews with head office management to explore possible differences between headquarters (HQ) policy and store operations. The first phase of the research revealed that all retailers had processes available to them at store level to solve OSA issues, but six of the seven retailers could not solve the problem. From the in-depth survey of OSA in the sample of stores, availability was on average 79% against a database availability figure of 90%. The difference of 11% is mainly related to inventory inaccuracy. The interviews with head office management did reveal that the differences in attitudes between HQ staff and store staff could be attributed to a lack of communication to train staff adequately on processes to solve OOS issues.     

Understanding social media effects across seller, retailer, and consumer interactions

In this research, the authors propose a contagion effect of social media use across business suppliers, retailers, and consumers. After developing and validating social media usage measures at three levels—supplier, retailer, and customer—the authors test social media contagion effects and their ultimate impact on multiple performance measures. The conceptual framework and empirical results offer new insights into the contagion effects of social media usage across the channel of distribution as well as important social influence mechanisms that enhance these effects. Consistent with the predictions, social media use positively contributes to brand performance, retailer performance, and consumer–retailer loyalty. Also, the effect of supplier social media usage on retailer social media usage and in turn on customer social media usage is moderated by brand reputation and service ambidexterity. With the ever-increasing growth and adoption of social media applications and similar technologies, this research provides a framework to promote usage by supply channel partners which ultimately influences performance-related outcomes.     

The potential value of rapid,cloud-enabled onsite testing for the diagnosis of rheumatoid arthritis in the United States

Abstract

Aims: Improvements in information technology have granted the recent development of rapid, cloud-enabled, onsite laboratory testing for rheumatoid arthritis (RA). This study aims to quantify the value to payers of such technologies.

Materials and methods: To calculate the value of rapid, cloud-enabled, onsite laboratory testing to diagnose RA relative to traditional, centralized laboratory testing, an Excel-based decision tree model was created that simulated potential cost-savings to payers who cover routine evaluations of RA patients in the US. First, a conceptual framework was created to identify the value components of rapid, cloud-enabled onsite testing. Second, value associated with patient time savings, savings on visit fees, change in treatment costs, and QALY improvements was measured, leveraging existing literature and information from an observational study. Lastly, these value components were combined to estimate the total incremental value accruing to payers per patient-year relative to centralized laboratory testing.

Results: Rapid, cloud-enabled, onsite testing is estimated to save one office and 1.81 laboratory visits during the evaluation period for the average patient. Results from an observational study found that rapid, cloud-enabled testing increased the likelihood of completing diagnostic orders from 84.5% to 97%, resulting in an increased probability of early treatment (3.5 percentage points) with disease-modifying anti-rheumatic drugs among patients eligible for treatment. The combined total value was $5,648 per evaluated patient-year. This value is primarily attributed to health benefits of early treatment ($5,048), fewer visit payments ($459), and patient time savings due to fewer office ($216) and laboratory visits ($255).

Limitations and conclusions: Data on the impact of rapid, cloud-enabled, onsite testing on patient health, care delivery, and clinical decision-making is scarce. More robust real-world data would confirm the validity of our model. Rapid, cloud-enabled, onsite testing has the potential to generate significant value to payers.