Product Location with Foresight

Traditional location literatureconcludes that firms will optimally differentiate inorder to alleviate a tendency toward competitivepricing. However, it has recently been shown thatfirms will minimally differentiate if they (correctly)anticipate an absence of price competition. Thispaper examines the relationship between productlocation and the sustainability of cooperativepricing, in horizontally and vertically differentiatedmarkets. Further, it describes equilibrium locationswhen firms are able to choose their locations jointlyand when they must choose independently.     

A comparative institutional analysis of agreements on product standards

The WTO and the EU have chosen two different agreements on product standards. While the WTO's approach is primarily based on a “National Treatment” (NT) principle, the EU's approach crucially relies on a principle of “Mutual Recognition” (MR). This paper offers a first look at the comparative performance of these two principles. We show that standards are imposed for levels of externalities that are too low under NT and too high under MR. This suggests that NT should be preferred to MR when the amount of trade in goods characterized by high levels of externalities is large.     

复杂产品协同创新专利管理研究——以客机协同研制为例

复杂产品研制具有周期较长、成本较高、产品设计过程复杂、跨学科交叉及融合等特征,在研制过程中需要企业、高校、科研院所等众多机构协同创新,众多产学研协同创新的复杂性导致了专利管理的复杂性。围绕复杂产品协同创新,以客机产品为例,对复杂产品专利体系构建、专利演化历程及专利管理策略等进行了研究。自顶向下划分复杂产品部件(子系统),自底向上围绕每一部件的核心技术产生系列专利,再与其它所需技术的专利持有人共同组建专利池,构建了客机产品专利体系;将复杂产品协同研制的专利演化历程划分为孕育期、创建期、成长期、成熟期和衰退期等阶段,根据不同阶段创新主体掌握专利技术的程度,提出了相应的专利策略或专利策略组合,研究成果可为我国复杂产品协同创新专利管理提供借鉴。     

审计师行业专长、产品市场竞争与财务重述——来自中国证券市场的经验证据

以2007~2012年我国 A 股上市公司为样本,对审计师行业专长与财务重述的关系,以及产品市场竞争程度对两者关系的影响进行实证研究。结果表明：审计师行业专长有助于降低财务重述发生的概率;产品市场竞争则削弱了审计师行业专长对财务重述行为的抑制作用。     

Maximizing customer value via mass customized e-consumer services

While the Internet provides an ideal marketplace for customized services, its strategic potential has yet to be fully realized. In particular, multi-seller (or “cross retail”) partnerships are the key to a largely unexploited Internet strategy for mass customizing bundles of goods or services as value-added solutions to individual customer needs. This article uses mass customization successes to advance cross retailing as a comprehensive strategy that frames current Web initiatives specifically in terms of customer value. Exploiting the strategy will necessitate an understanding of the enablers and dimensions of mass customized “e-consumer services” (i.e., e-tail services, as well as service-related consumer products, that are defined and sold via the Internet). The overall success of the broader Internet marketplace will be determined not just by industry-wide cooperation, but also by the development of rich standards that allow for the highly customized bundling of products. More importantly, service providers will be differentiated by their ability to employ powerful Web interfaces within a strategy that comprehensively supports and extends a customer-controlled customization process.     

Product differentiation under imperfect information: When does offering a lower quality pay?

In this paper, we extend the Varian (1980) model to examine endogenous quality differentiation by firms, with a particular emphasis on the interplay between the firms’ product quality decisions and the ensuing price rivalry. Specifically, we assume that the price-sensitive (or informed) consumers hold a lower valuation for product quality than the brand-loyal (or uninformed) consumers. It is shown that the firms will choose differentiated qualities for a broad class of consumer utility functions and production technologies. We obtain two results. First, the equilibrium quality choices are efficient as they are also the welfare-maximizing qualities chosen by a social planner. The equilibrium qualities are as if one firm serves only its loyal consumers and the other serves only the price-sensitive consumers, even though they each serve both types of consumers (at least for some fraction of time). Second, the firm choosing the lower quality makes greater profits and also prices more aggressively, in the sense that it maintains a lower maximum price and offers discounts more often. The lower-quality product is more profitable because it yields higher social surplus when consumed by the price-sensitive consumers.

WEEE和RoHS:欧盟“双绿”指令下我国相关行业的困境与对策

本文探析了欧盟“双绿”指令下我国相关行业面临的困境,提出了若干应对措施,指出在复杂多变的国际贸易环境下,我国以牺牲劳动者福利和污染环境为代价获得的产品价格竞争力已经难以为继。因此,我们应及时调整对外贸易的策略,树立绿色理念,提高出口产品的附加值,促进产业升级,完善相关法律体系,将价格竞争力逐步转变为科技与环保的竞争力,使我国产品在日益森严的绿色壁垒下突出重围,找到生机与出路。     

Exploring the Role of Product Development Capability for Transforming Marketing Intelligence into Firm Performance

ABSTRACT

Purpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets.

Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies.

Findings: Results reveal that sales integration and holistic macroeconomic view are particularly important features of the marketing intelligence capability on industrial markets to gain additional insights in order to develop products successfully. Results also reveal that product development capability transforms the marketing intelligence activities into firm performance on industrial markets.

Research Implications: This study offers new insights on marketing theory by extending and concretizing the concept of market orientation to a broader concept of the marketing intelligence capability for industrial markets. Further, this research reveals that the product development capability serves as a mediator to business performance.

Practical Implications: This study’s systematic and tangible outline of the dimensions of marketing intelligence and its link to the product development capability helps firms to better understand how to capitalize on market orientation’s potential values.

Originality/Value/Contribution: This research (a) reveals the relevant dimensions of marketing intelligence on industrial markets and (b) shows how the product development capability tranforms marketing intelligence activities into firm performance on industrial markets.     

Can good marketing carry a bad product? Evidence from the motion picture industry

We examine the relative roles of marketing actions and product quality in determining commercial success. Using the motion picture context, in which product quality is difficult for consumers to anticipate and information on product success is available for different points in time, we model the effects of studio actions and movie quality on a movie’s sales during different phases of its theatrical run. For a sample of 331 recent motion pictures, structural equation modeling demonstrates that studio actions primarily influence early box office results, whereas movie quality influences both short- and long-term theatrical outcomes. The core results are robust across moderating conditions. We identify two data segments with follow-up latent class regressions and explore the degree of studio actions needed to “save” movies of varying quality. We finally offer some implications for research and management.     

Vertical Product Differentiation and Advertising

A duopoly model is developed in which firms' strategic variables include brand quality, the number of distinct market segments to enter and price. Informative advertising is used to overcome consumer ignorance about brands. In contrast to many existing models in which firms engage in price competition, the subgame perfect equilibria of the game are not characterised by the production of vertically differentiated products. Further, whilst the firms typically produce identical high quality products, in some circumstances the production of homogeneous low quality brands can be an equilibrium strategy.