国际广告的本土化策略研究

国际广告是国际营销的一个重要手段,面对各国纷繁复杂的市场环境和社会特点,国际广告实施开本土化策略的趋势已经越来越明显。本文从五个方面,通过大量案例具体分析国际广告本土化策略的实施方法。     

House Prices and Stock Prices: Different Roles in the US Monetary Transmission Mechanism*

We analyze the role of house prices and stock prices in the monetary‐policy transmission mechanism in the US, using a structural vector autoregressive model. If we allow the interest rate and asset prices to react simultaneously to news, we find different roles for house prices and stock prices in the monetary transmission mechanism. Following a contractionary monetary‐policy shock, stock prices fall immediately, while the response in house prices is more gradual. Regarding the systematic response in monetary policy, stock prices play a more important role than house prices. As a consequence, house prices contribute more than stock prices to fluctuations in gross domestic product and inflation.     

Vicarelli’s Keynes and the New-Keynesian analytical method

This article provides a critical review of the foundations of the new Keynesian apparatus, to evaluate the actual strength of the Keynesian inheritance. As a reference of the Keynesian vision, Fausto Vicarelli’s recognition of the Keynesian message is adopted. The critical recognition of the new Keynesian methodology focuses on its analytical foundations, the recent extensions and on the criticality of its empirical performances and controls. The new Keynesian construction is shown to lack truly Keynesian roots in at least three key theoretical features: the role of the microfoundations, the stability of equilibrium, and expectations formation. The directions of an ongoing research narrowing the new Keynesian theoretical fracture from Keynesian economics are addressed.     

国产品牌降压药北京地区医院营销策略研究

通过设计定量研究分析方案,根据调查结果,了解影响降压药在医院推广的相关因素,包括医生的处方行为和使用习惯;医生决策过程和驱动因素等,以期为我国国产品牌降压药品在北京地区医院的推广提出建议.     

Decomposition of new venture growth into firm age,survey period and vintage effects

Firm data are accumulated on a yearly basis. In view of the linear relationship of firm age?+?foundation year?=?survey year, the fluctuations of firm data classified by age and period cannot be decomposed into age, period and cohort (foundation year) effects. Three decomposition methods are briefly reviewed and applied to Japanese data on new ventures founded since 1995. Regarding sales and employment growth, the age effect is the largest with a downward trend, and the cohort effect is negligible. Regarding labour productivity, the age effect indicates upward movements, and the cohort effect is negligible. The reason of the negligible cohort effect is discussed.     

Ex ante identification of disruptive innovations in the software industry applied to web applications: The case of Microsoft's vs. Google's office applications

This paper analyzes the question whether web applications pose a disruptive threat to incumbents or a disruptive growth opportunity for entrants in the application software industry using a novel method for ex ante identification of disruptive innovations in the software industry. Building on the theory of disruptive innovations, network effects and existing frameworks for the ex ante identification of disruptive innovations a new method of analysis is deduced. The analysis is based on a list of criteria that indicate a disruptive innovation and trajectory maps of the technologies' performance attributes. This method is applied to study the potential disruption of Microsoft's desktop office applications by Google's web-based office applications.The chosen method of analysis indicates a small likelihood for web applications to pose a disruptive threat to Microsoft, and by extension, to incumbents in the software industry. While web applications show a potential to satisfy market demand in established performance attributes, strong network effects in existing software products should give incumbents enough time to co-opt the innovation. The case illustrates how our new method to analyze disruptive potential in the software industry ex ante can help to apply the theory of disruptive innovation better for forecasting purposes and to provide novel strategic insights for the players involved.     

Risk identification in product innovation projects: new perspectives and lessons learned

The paper addresses the improvement of innovation project (IP) risk identification by applying the RBS (Risk Breakdown Structure) method, and represents a follow-up analysis of the subject (a case of IP before and after applying the method). The activities of risk identification are an initial phase in most of risk management processes and classifications. High-level risk-taking is one of the key characteristics of IPs, due to the fact that this type of projects is related to implementation of new ideas. An example illustrates the combination of RBS/WBS for evaluating the risk concentration, called Risk Breakdown Matrix. This research has proven that implementation of the presented approach in the context of the Serbian market can improve efficiency of all phases of the project, especially those related to planning phase.     

社区参与型旅游产品开发的"IDPC"模式研究--以非民族旅游地为例

旅游本就是社会交往的一种形式,文化的交融和情感的沟通贯穿于旅游活动的始终.为了吸引旅游者的注意力,旅游供给者们曾经考虑了太多的有形产品.本文则是从旅游的非物质化开发层面入手,探讨社区参与型旅游产品的开发问题.在对这一产品进行基本界定的基础上,本文提出了其开发意义,着重对其开发模式的研究,提出了旅游开发要"形神兼备",借助旅游的社会属性来丰富旅游地的旅游供给.     

论企业核心竞争力与企业自生能力

文章阐述了核心竞争力和企业自生能力的内涵及其特征,总结了企业核心竞争力识别的方法,对企业如何解决自生能力进行了论述,并提出围绕主导产业,培植企业核心竞争能力和构筑企业自生能力的方法,同时给出了比较详细的实现途径,希望对现代企业的运作能起到一定的指导作用。     

北京老字号品牌消费心理与消费行为研究

面对经济的快速发展,曾经在中华大地上风光无限的一些＂中华老字号＂品牌逐步走向衰弱。老字号品牌日渐式微究竟是出自内因还是出自外因呢？本项目组为了了解老字号品牌的生存现状,替老字号把脉并探寻重振之路,以老字号集中度较高的北京＂中华老字号＂作为研究对象,针对消费者进行了问卷调查。从认知、消费、偏好、品牌传播等方面出发,试图发掘出针对新时代消费者的老字号品牌重振方略。