Evaluation of subsidiary marketing performance: combining process and outcome performance metrics

Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its subsidiaries, taking into explicit consideration the fact that tactical actions by subsidiaries contribute to the creation of assets that can be harnessed for marketing outcomes. Thus, our model captures the asset creation abilities of marketing expenditures and also takes in to account the environmental differences of the context in which each MNE subsidiary operates. We evaluate comparative, overall, and process-level (creation of market assets and market yield) marketing performance in the context of multi-country operations. This simultaneous examination of marketing process and marketing outcome performance enables a global corporation to gain strategic, operational, and diagnostic insights into the performance of its subsidiaries. Our approach is empirically illustrated with an evaluation of the marketing performance of subsidiaries of a large global corporation.     

创新生态系统视角下价值共创如何影响企业创新绩效——一个有调节的中介模型

以创新生态系统为视角,引入创新资源互动与生态系统规范机制为中介变量和调节变量,探究价值共创如何影响企业创新绩效。基于307家企业样本数据,运用结构方程模型、Bootstrap和层级回归方法对数据进行分析。研究发现：创新生态系统中,价值共创不完全直接影响企业创新绩效;创新资源互动部分中介价值共创对企业创新绩效的影响;生态系统规范机制部分正向调节价值共创对创新资源互动的影响。最后提出,创新生态系统调控方与企业要差异化地制定提升创新绩效的实施方案,营造活跃的创新资源互动氛围,形成并完善系统内生态规范机制。     

住房政策的局限性:政策的初衷与实施效果的背离

在房价上涨过快的背景下,基于舆论的压力,政府常常会出台一些旨在稳定房价、解决住房短缺问题的政策,然而有些政策的实施效果却常常背离政策的初衷.回顾了美国40年代实施的房租管制,并分析了中国正在实施的提高税收和经济适用房政策,发现这些政策的实施效果大都适得其反,不仅没有达到预期的目标,反而使得住房问题恶化.     

上市公司股利政策实证研究

笔者认为,影响股利政策的因素有法律方面的,也有公司自身方面的,其中公司自身的资本结构是最主要也是最关键的因素。资产负债率、资产的流动性、负债的内部结构以及公司规模、股权集中度会直接影响到股利分配。本文对此进行了研究与探索。     

所有制、产权程度及其财务绩效——兼论国有企业产权改革的方向

本文按照国家规定的注册分类的企业所有制情况,选用效率、周转、盈利、偿债四类指标对各类所有制企业的长期绩效进行了实证研究,结果表明,在多种产权形式之间,国有企业的综合绩效最低;在不同产权程度之间,独资企业的综合绩效最低。国有独资公司恰恰是两种最无效率的产权形式组合叠加。按照国际经验和绩效导向,今后国有企业产权改革的方向是从国有独资公司走向国有控股公司,最终走向国有相对控股公司。     

城市基础设施综合绩效评价指标体系构建研究——以青岛市为例

在综合分析城市基础设施建设与运行特点及绩效评价内泥沙的基础上,构建了较为全面的城市基础设施综合绩效评价指标体系.指标体系由基础设施配置效应、经济效应、公平效应3大综合效应目标、七个专项系统目标和19个基础指标组成,采取主成分分析法和特尔菲法相结合的方法对指标进行数据处理,并以青岛市为案例进行了实证分析.     

基于熵权TOPSIS法的房地产上市公司绩效评价

本文运用熵权法给房地产上市公司各指标客观赋予权重;再运用TOPSIS模型计算各房地产上市公司与理想解之间的距离,然后根据对应的距离由小到大对各房地产上市公司的绩效进行优劣排序。     

模糊多维偏好群决策的BOT项目风险管理研究

运用模糊的语言变量进行多属性事物的群体评价决策,即模糊信息多维偏好群决策。由于BOT项目的风险结构十分复杂,如何对BOT项目风险进行有效的分级管理显得十分重要。系统地分析了BOT全生命周期风险的内容与属性,运用模糊决策理论和多维线性规划模型,结合改进的Borda分值法,构建了BOT项目生命周期的模糊信息多维偏好线性规划风险评价模型。模型中既考虑了决策者意见的一致性,又兼顾了决策意见的差异性,为BOT项目风险管理和评价提供了新的思路。     

On the importance of matching strategic behavior and target market selection to business strategy in high-tech markets

Business strategy is fundamentally concerned with the actions required to create superior customer value in the firm’s target markets with the ultimate goal of achieving superior performance. Marketing theory suggests that two critical marketing activities required to achieve this end are: (1) the adoption of appropriate strategic behaviors (i.e., customer-oriented, competitor-oriented, technology-oriented) and (2) targeting of the appropriate market segments (i.e., innovators, early adopters, early majority, late majority, laggards). This study builds on prior research which demonstrates that the strategic behavior—firm performance relationship is contingent on the firm’s strategy by examining this relationship in high tech markets and by considering the incremental contribution of appropriate target market selection. Responses from 160 senior marketing managers in high-tech firms reveal strong support for our framework. Thus, this study provides useful guidance to executives and managers in high-tech firms regarding the steps that they should take to increase their probability of success.

宏观经济运行质量评价指标的选择方法

筛选指标的传统方法或者是定性分析或者是单一的定量分析。本文收集了37个反映宏观经济运行质量的指标信息,依据相关系数及其聚类分析,将相关程度不同的指标聚为不同的组或类,然后在相关系数高度相关的指标组进行因果关系分析,选取那些作为原因的变量或指标。利用相关时间序列建模方法中的向量自回归模型,及其脉冲响应函数和方差分解分析,进一步区分那些影响其他变量的重要变量。最后得到一组既能反映现象变化,又是主要或重要变量的14个指标。这一指标筛选方法不同于传统方法,它充分利用了指标之间的关联信息、因果信息和动态相依信息,具有综合性与实用性。