一家制药公司的图形设计法 约翰·拜伦大变身,成为美国乔治亚州的药剂师

GA制药公司在这个社区服务了超过15年的时间,如今它即将迁移到一个全新的地区,并需要一套全新的招牌设计。通过征集来自好几个地区的广告招牌公司的设计方案以后,这家制药公司的负责人最终选中了我的方案,因为他们最喜欢我的这套设计方案。这幢新的建筑反映出了20世纪早期的艺术风格,因此我的设     

Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising

This study tests five potential drivers underlying the acceptance of SMS advertising. After developing a scale to measure behavioral responses to SMS advertising, the relationships between the acceptance of SMS advertising, intention to receive SMS advertising and behavioral responses to SMS advertising are tested. A convenience sampling method was employed. Survey questionnaires were distributed across Western Australia. The return yielded 203 usable questionnaires from the respondents. Several factors emerge as significant drivers of acceptance of SMS advertising including utility of SMS advertisements, context of SMS advertisements and attitudes to advertising in general. Contrary to expectation, control over SMS advertisements did not emerge as a significant driver for acceptance of SMS advertising. Trust in advertisers and laws did not emerge as a significant driver of the acceptance of SMS advertising among Australian respondents. Advertisers who pursue consumer acceptance should strive to build utility and context considerations into their SMS campaigns. Future research opportunities include testing the drivers of SMS advertising to further investigate the impact of control and trust on acceptance of SMS advertising in other countries where the SMS advertising has not been explored yet.     

Promotional Competitions: A Taxonomy of Campaign Framing Choices Integrating Economic,Informational, and Affective Objectives

Promotional competitions remain underresearched with only limited conceptualization of campaign design (framing) options evident. Our research addresses the following questions: What are the specific framing options available to campaign planners? What framing strategies should decision-makers apply to optimize campaign performance against promotional aims and objectives? We analyze a sample of promotional competition campaigns in the Australian market to identify the range of specific framing options. We present a taxonomy of Action, Entry, and Prize choices, integrating the key promotional aims of economic, informational, and affective influence. Academic and practitioner implications are discussed and a future research agenda is proposed.     

Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda

A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms’ innovation efforts as the top priority. A workshop of senior academics and research-oriented practitioners explored this topic further, identifying four specific themes: (1) improving customer needs understanding and customer involvement in developing new products, (2) innovating beyond the lab, (3) disseminating and implementing research findings in firms, and (4) marketing’s overall role in innovation. This article defines these themes, sketches the current status of knowledge about each theme, frames practitioners’ issues with them, and proposes research agendas for each theme to move the field forward. The goal is to encourage rigorously executed academic research that can also help firms innovate more successfully.     

The Business Ethic in Public Sector Catering

Consecutive Conservative governments since 1979 have emphasised the need for greater cost-efficiency in the provision of public services. This article places recent developments in public sector catering in this wider context. It considers the manner in which government policy towards public sector catering has affected organisational and technical change in this area, and how this has led to changes in the roles, styles, strategies and control of catering managers. The article also outlines the effects of change on staff. In conclusion the article argues that management in the public sector are increasingly likely to act according to a business ethic’, rather than a ‘public service ethic’.     

Realisations of Venture Capital Investments: The Case of Management Buy-outs in the UK

One of the most rapidly developing sectors of the financial services industry in the UK has been venture capital, and with it the growth of management buy-outs. As these markets have matured, increasing attention is being paid to issues associated with the realisation of gains for both institutions and equity-holding management. This article seeks to contribute to this area by examining the issues involved in the realisation of investments in management buy-outs. Based on detailed interviews with 24 managers of buy-outs which have exited, and on information drawn from the Centre for Management Buy-out Research database, the article considers the relative merits of flotations, trade sales, capital restructurings, secondary buy-outs, share redemptions etc. The article also addresses the agency cost issues involved in controlling buy-outs to enable institutions to achieve realisation of their investments at a price and timing which enable their targets to be met.     

Aesthetic Products and Aesthetic Consumption: A Review

This article presents a review of recent thinking about consumers’ aesthetic experiences. These experiences are examined within the context of philosophical, psychological, and social science perspectives on aesthetics. A distinction is made between aesthetic products and aesthetic consumption, and these two concepts are discussed in terms of marketing views of their core elements. The review also reflects on the impact of “postmodernism” on aesthetics within marketing. Consideration is given to four philosophical conundrums relating to the aesthetic experience which are relevant to marketing theory: disinterested attention; objective and subjective taste; the nature of the aesthetic encounter; and the relationship of evaluation to preference.     

Beyond convenience: the future for independent food and grocery retailers in the UK

The UK's independent food and grocery retail sector's competitive advantage of 'convenience' has been eroded in recent years as major retailers increase opening hours and develop their own convenience trading formats. As a result, large numbers of independent retailers are closing. A UK-wide survey was undertaken to identify other sources of competitive advantages, and the changes needed to stop or reverse the decline in this sector. Exploratory semi-structured interviews led to the development of a questionnaire on six major issues affecting the sector. 'Snowball' sampling, using industry partners, provided 142 respondents. The provision of a 'social shopping experience' emerged as a key competitive advantage that could be developed. Improving vertical and horizontal trading alliances, and the wider use of information technology, provided other options.