Optimal Returns Policy under Demand Uncertainty

Multiple categories of retail products suffer limited shelf life, demand uncertainty, and, in some cases, long lead times. To provide retailers with an incentive to increase the stocking quantity of such products, manufacturers may offer an option to return unsold items at wholesale or less than wholesale prices. This article extends the additive price-dependent demand model in three ways. First, partial returns are optimal for the manufacturer but do not induce higher stocking quantities compared with when the manufacturer offers no returns. Second, in terms of the effect of investment in demand-enhancing activities, when retailers invest, they set higher resale prices, but an optimal partial returns policy still does not induce higher stocking quantity, whereas when manufacturers invest, the optimal returns policy induces higher stocking quantity. Third, when the manufacturer and retailer have different expectations of demand uncertainty, the retailer's estimate influences the expected profits for both, whereas the manufacturer's estimate has a major impact on its profits only.     

The influence of service orientation and interaction orientation on consumer identification

A service orientation aims to provide professional and comprehensive service items to consumers in a sale or a non-sale situation, while an interaction orientation has the goal of creating good interaction ability with individual customers in order to maintain long-term, profitable customer relationships, and in the process obtaining valuable information about individual customers. These orientations build customer-centric operations and develop competitive advantages, thus enhancing firm performance and customer value. The main purpose of this study was to examine the relative and collective contributions of different strategic orientations on a firm's performance, with a focus on consumer–company identification. The structural equation model results indicate that (1) both service orientation and interaction orientation positively influence consumer–company identification and (2) interaction orientation results in higher perceived consumer identification.     

区域文化产业品牌构建研究——以广东梅州为例

随着文化产业竞争的加剧，实施品牌战略成为区域发展文化产业、提高产业竞争力的必然选择。区域文化产业品牌的塑造需要特色文化资源、企业为主体的市场化运作机制、有效的商业模式及政府的宏观引导等要素条件。文章以客家文化名城梅州为例，通过个案的解析为我国地域文化产业品牌化发展提供参考。     

Consumer evaluation of self-service innovation failure: the effect of brand equity and attribution

The purpose of this study is to examine how, when a self-service innovation fails, customers evaluate different levels of brand equity and how the brand equity effect is moderated by consumer attribution and service recovery. Based on two experimental studies, the results indicate that high-equity brands suffer less from the adverse effects of self-service innovation failures when compared with low-equity brands. However, self-service innovation failures are more detrimental to high-equity brands if they are caused by service providers' internal factors as well as low service recovery.     

How professional service firms compete in the market: an exploratory study

Abstract

This study investigates how professional service firms (PSFs) compete in the market. Drawing on strategic marketing literature, a managerial rather than customer perspective is adopted. The study investigates the competitive positions sought by professional service providers and the specific marketing activities actually undertaken to achieve these positions. Thirty-seven depth interviews with senior management from a range of PSFs indicate that firms seek to differentiate themselves by developing long-term relationships, providing better service quality and greater value, and developing brands with strong reputations. Organisations typically seek such interrelated competitive positions simultaneously. A list of marketing activities used by the PSFs to achieve these competitive positions offers practical insights into the specific activities needed to achieve the various competitive positions sought.     

大国消费品牌强国生产品牌

国际城市需要品牌,品牌造就国际城市,品牌需要国际城市的依托,而国际城市要凭借品牌的点缀.我们应该有条件进口一部分国际品牌,满足新生富裕阶层的需要,但只有输出品牌和服务,才标志着跨进强国的行列.在品牌经营上要实施差异化经营,这是对购物中心定位、大型百货店发展提出的要求,要扩大品牌在经营中的比例,同时,中国经营品牌化是一种趋势,要求品牌引进有重点,以完善小康型社会对商品需求为主体,采取多种形式使广大消费者认识品牌的价值,重视品牌的宣传和推介,提高和增强广大消费者的品牌意识.品牌体现的是商品价值,需要通过服务和营销才能把商品卖出去,需要相适应的精致服务和配套服务.要创建服务品牌,提高服务品牌的质量,提供与品牌商品相适应的服务方式和服务形式.     

Does market orientation matter?: a test of the relationship between positional advantage and performance

A recent series of articles in the Strategic Management Journal has discussed the potential value of an organization developing a market orientation in its quest to achieve success. We posit that market orientation can enhance success, but that its potential value should not be considered in isolation. Specifically, we draw on the resource‐based view of the firm to suggest that four capabilities—market orientation, entrepreneurship, innovativeness, and organizational learning—each contribute to the creation of positional advantages for some firms. The data used are drawn from 181 large multinational corporations (MNC). The results indicate that positional advantages arising from the confluence of market orientation, entrepreneurship, innovativeness, and organizational learning have a positive effect on MNC performance (five‐year average change in ROI, income, and stock price). Overall, the results support the contention that market orientation can enhance success, albeit within the context of other important phenomena. Copyright © 2001 John Wiley & Sons, Ltd.     

论国资委的"超政府性"和"准企业性"

本文从分析国有资产的特征及国有资产经营的内在合理性出发,借鉴西方较为成熟的中央银行机制和现代公司治理结构,揭示国资委在机构定位上的“超政府性”以及在治理结构和运行机制上的“准企业性”,试图为已组建的国资委的规范运作提供相应的理论支撑,从总体上规范国有资产经营管理体制及其运行。     

论坚持代表人民的价值取向

坚持代表人民的价值取向,是马克思主义政党的性质和唯物史观的要求,是党的力量源泉,也是探索真理的需要.坚持代表人民的价值取向,党就能在探索建设社会主义道路的路途中,制定出正确的路线、方针、政策,就一定能实现社会主义宏伟目标.     

Marketing of competence: Exploring the resource-based content of value-for-customers through a case study analysis

In this article, we propose a competence-based view of value-for-customer in business markets. While literature in both strategy and marketing has provided many insights to understand the competence-based roots of value creation, the interface between the two areas is still largely unexplored. Moreover, while the notions of competence exchange and value creation feature strongly in the relational perspective, they occur only once relationships have been established. This begs the question whether competencies could be developed outside established relationships, and then marketed to guide customers' buying behavior. Basing on three case studies from the yarn manufacturing, IT systems, and automotive components industries, we identify key features of competence-based marketing: the alignment of supplier's competencies with the customer's business processes, the experiential communication of supplier's competencies, and the delivery of competencies to the buyer's business processes. Within the strategies for creating value-for-customers, these findings contribute to the understanding of the use of competencies to induce purchases.