AMBITIONS AND OPPORTUNITIES FOR ASSESSING MILITARY PERFORMANCE IN CRISIS RESPONSE OPERATIONS

This paper addresses the issue of measuring armed forces’ performance in crisis response operations. By means of interviews (17 respondents) and a large scale survey (1,253 respondents) field and general officers of the Netherlands Armed Forces (NAF) have been questioned on perceived organisational success in crisis response operations. The Dutch officers assess the NAF's performance positively. A number of senior officers are hesitant about the usefulness of measuring the performance of crisis response operations. According to them the context in which the operations are being executed is too complex. Most interviewees, however, are convinced that measuring performance is useful and should be improved. These military leaders express a strong need for criteria to assess their performance on the job.     

Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising

Since sponsoring is an increasingly important marketing communication medium, it is important for managers to know whether their sponsorships are giving a good financial return relative to other communication alternatives. Although several “rules of thumb” are commonly used in the industry for converting sponsorship exposure time into television advertising equivalent values, this research is the first to empirically test them by means of two experiments employing realistic stimuli and representative samples. Across 6 stimuli brands, study 1 finds that an average of 127 s of sponsor logo exposure achieves the same effects as a 30 s TV ad, but variance around this figure is high and depends on a variety of factors such as communication goal, sponsor fit, type of exposure, and whether the sponsor is a known brand. Study 2 finds that combining sponsoring with television advertising does increase the effects of sponsoring, although effects vary widely depending on the context, but even in the best case the increase is not supportive of the high levels of advertising suggested by many industry experts. Overall, the findings will allow managers to more confidently assess the financial value of their sponsorship investments.     

The constant preferences assumption as a specification error in demand analysis

Complete demand systems often are estimated under the assumption that preferences are constant. If preferences do change in reality, this leads to a specification error. This note explores some of the implications of such a specification error.     

Freedom of Choice in Technology Strategy? An Analysis of Technology Strategy in the Large Commercial Aircraft Industry

Many companies experience difficult situations as a result of their selected strategy. Strategic management theories implicitly assume that companies have a free choice in setting their strategy. Hence, when companies experience difficult situations this is because of management inadequacy. It is questionable whether companies always have a free choice. This research examines this issue by examining the new product strategies of the two main competitors in the commercial aircraft industry. The development of the A380 aircraft was selected to determine to what extent the companies had a choice in setting their product development strategies. The conclusion is that neither has the alleged freedom for setting its strategy. Implications of this finding are that the strategy theory needs to be adjusted for this choice issue, and that management should not always be held fully responsible for the developing events.     

The knowledge spillover theory of entrepreneurship

According to the knowledge spillover theory of entrepreneurship, the context in which decision-making is derived can influence one’s determination to become an entrepreneur. In particular, a context that is rich in knowledge generates entrepreneurial opportunities from those ideas. By commercializing ideas that evolved from an incumbent organization via the creation of a new firm, the entrepreneur (human capital) not only serves as a conduit for the spillover of knowledge, but also for the ensuing innovative activity and enhanced economic performance through resource allocation. The knowledge spillover theory of entrepreneurship brings together contemporary theories and thoughts of entrepreneurship with prevailing theories of economic growth, geography, and strategy and therefore explains not just why some people choose to become an entrepreneur, but also why this matters significantly for the economy and society.