Entrepreneurial Marketing: Geringer Mitteleinsatz mit hoher Wirkung

Entrepreneurial Marketing (EM) will dem schwindenden Einfluss klassischer Medien entgegentreten. Bei den Konsumenten soll ein glaubwürdiges, anschlussf?higes Produktimage ankommen. So baut EM auf unkonventionelle Ma?nahmen zur Erzeugung von Aufmerksamkeit (Buzz Marketing), die exponentielle Diffusion von Kommunikationsinhalten (Viral Marketing), die Nutzung von Communities (Community Marketing) oder die (Aus-)Nutzung der Marketingma?nahmen der Konkurrenz (Ambush Marketing), und versucht, mit geringem Mitteleinsatz hohe Wirkungen zu erzielen (Guerilla Marketing).     

Innovation,Market Structure and the Structure of the Economy: a micro-to-macro model

This paper presents a micro-to-macro model which connects an input–output model with price-dependent input coefficients and basic elements of industrial economics. This enables the determination of the most important variables on the micro, meso and macro levels, and, in particular, the determination of market structure and economic structure. On the basis of the model, we discuss the various intra-industry and interindustry impacts of process innovation. The results show the importance of considering heterogeneity of firms and sectors.     

The Climate Policy of the European Union

There is now almost universal agreement that climate change, with potentially disastrous consequences, is happening and that it is contributed to by human activities. This Forum is dedicated to the discussion of various aspects of the European Union's climate policy, e.g. the EU's future role in the global effort to combat global warming, the efficiency of its climate strategy, the design of a new rule for sharing the corresponding burdens fairly among member states, and the interrelationships between the Union's climate policies, on the one hand, and its energy and transport policies, on the other. * and member of the German Advisory Council on Global Change (WBGU). The author wishes to thank Helen Bicknell (Mainz University of Applied Sciences), Oliver Deke (WBGU) and Jürgen Schmid (ISET, Department of Efficient Energy Conversion at the University of Kassel) for their helpful comments. ** This contribution is based on a Jean Monnet Lecture held at Aarhus University on 19 March 2007. The author would like to thank Harri Kalimo for valuable comments.     

Load profiles and flexibility in operation of washing machines and dishwashers in Europe

While the energy generation system is changing towards the use of more renewable energies, the problem of how to deal with fluctuating energy supply is increasing. Smart appliances in households are often referenced as one possible solution, as their operation may be shifted in time and, thus, used to balance an unstable energy supply. The potential of such appliances has been studied to date mainly in pilot installations with a very limited number of participants or by making assumptions on what might be possible. With this work, a semi‐representative approach for 12 European countries was used to assess actual consumer habits for the use of washing machines and dishwashers which then could be used to calculate average load profiles for those appliances depending on the time of the day. Using these profiles, it is strait forward to calculate how much load may be shifted by those appliances in a demand response application. This allows aggregators or energy utilities to assign clear financial benefits to the shifting potential of those appliances. Consumers use the shifting of appliance operation already today for various reasons. Investigating these reasons allows to learn already a lot about the flexibility of consumers.     

Manual dishwashing process – a pre‐assigned behaviour?

Global studies have observed many techniques of manual dishwashing causing different levels of performance and using quite different amounts of water, energy, time and detergent. It is not known, however, if these techniques are pre‐assigned to a person and persist when dishes are washed under different conditions, or are adapted to the specific type of dish‐cleaning process. Here we explored this question in a study with 40 test subjects selected equally from Germany and East European countries by asking them to wash two place settings of dishes with different amounts of soil three times. The results showed that the test subjects did not adapt their washing‐up behaviour to the amount of soil. In general, no significant differences were found in the water, energy and detergent consumption for all test subjects. Only the time used by the German test subjects to wash the fully soiled dishes was significantly longer compared with the dishes with only a quarter the quantity of soil, and no significant difference was observed for all other parts. The only significant difference found between the level of soiling of the dishes was the cleaning result achieved: The less soiled the dishes were, the better the final cleaning result was, and this related to all test subjects. This lends support to the proposition that the consumers did not adapt their washing‐up behaviour to the specific circumstances of the dishwashing job to be done but retained some pre‐assigned behaviour.     

Trade,money and employment in intertemporal optimizing models of growth

This paper unites elements of Sidrauski's (1967) monetary model of growth, Ventura's (1997) analysis of the effects of international trade on growth, and some work on the labour market implications of growth by Barro and Sala-i-Martin (1995). It was shown by Ventura that, for a small economy, free international trade leads to an increase of the de facto elasticity of substitution between the domestic factors of production. The first part of the paper analyses how such an increase in the elasticity of substitution influences the steady state and the speed of convergence. From the Sidrauski model we know that money is super-neutral in the long-run but that monetary policy can have real effects along the transition path as long as the intertemporal elasticity of substitution is not equal to one. In the second part of this paper, it is shown how these results also depend on the elasticity of substitution between factors of production. The results give some important insights into possible interactions between monetary and trade policy in the long and short run. The last part of the paper deals with a modified version of the monetary growth model, which includes endogenous labour supply as in Klump (1993) or Barro and Sala-i-Martin (1995). In this context, international trade, by increasing the elasticity of substitution, leads to lower domestic employment in the long run whereas monetary policy may be able to increase employment at least in the short run. Thus, under certain circumstances, trade and monetary policy can be regarded as complementary with respect to their labour market effects.     

Offshoring of Tasks: Taylorism Versus Toyotism

This paper contributes to the recent debate on trade in tasks, drawing on insights from the theory of the firm as well as recent developments in trade theory. Recent empirical literature suggests that between 20 and 30 per cent of all jobs in key OECD countries could be digitised and offshored. This study offers a cluster analysis which documents that offshorable and non‐offshorable tasks tend to be performed together across occupations. Therefore, when assessing the offshorability of a job, one needs to take into account all tasks being performed by the worker and the gains from fragmenting jobs versus the benefits of multi‐tasked workers (taylorism versus toyotism). Furthermore, one needs to distinguish between fragmentation of production and fragmentation of jobs.     

External borrowing,capital formation and growth in developing countries

Since the summer of 1982 the banking community has been faced with an international debt crisis of unprecedented dimensions. The debt rescheduling agreements that have been negotiated since then involve sums totalling no less than $ 100 billion. However, they give the international financial system no more than a breathing-space. The following two articles deal with different aspects of this crisis. Rainer Erbe examines the question as to what growth effects were associated with external borrowing. Can a lack of growth effects be made responsible for the crisis or were other factors more important? This is followed by an article by Anton Konrad who discusses the proposals which have been made for long-term crisis management. What are their chances of success?     

Patent indicators for macroeconomic growth—the value of patents estimated by export volume

This paper examines the linkage between patenting and export performance for selected countries at the level of technology fields. Some empirical studies show considerable correlation between the patenting behavior of countries and their economic success in international markets. Adding to the existing literature, the aim of this analysis is to assess whether the indicators that are supposed to reflect patent value—such as patent citations or family size—have any explanatory power in estimating the export value of countries by technology fields.