Marketing and Professional Services: the Case of Consultancy Engineering

Professional services suffer from a dearth of literature on marketing, especially in New Zealand. Like other professioal services, consulting engineers have expressed particular concern on how to adapt to the present competitive environment. A survey of New Zealand consulting engineers indicated that the use of marketing techniques within consulting engineering practices is uncoordinated in nature and there is disagreement as to the most efective method of attracting clientele. The lack of coordination of marketing techniques is best illustrated by the majority of consulting engineering practices competing on price, while actually perceiving service quality as the most important method for success. Within consulting engineering practices, marketing is becoming a legitimate management function. However, evidence can be seen to illustrate that the ‘trappings' of marketing prevail rather than the ‘substance’ which is needed to have the customer-driven orientation fundamental to the implementation of the marketing concept.     

Investigating CSR communication in SMEs: a case study among Danish middle managers

This paper seeks to analyse small‐ and medium‐sized enterprise (SME) managers' representations of corporate social responsibility (CSR) and CSR communication in a corporate communication perspective. The basic question is: how strategic is CSR communication in SMEs? Corporate communication and CSR theories are used to establish an ideal typology of CSR concepts informing an analysis of qualitative data in the form of interviews with three middle managers in two Danish SMEs. A CSR communication model published earlier by the authors is challenged from a SME perspective. Results from an Internet‐based questionnaire survey of 1071 SMEs pave the way for the analysis. Our analysis shows that SME managers clearly have an inside‐out approach to CSR, with a strong emphasis on the internal (corporate culture) dimension. However, SMEs and/or SME managers tend not to communicate externally about the CSR activities of the company. Based on these findings, the paper argues that CSR communication in SMEs is challenged by the global economy and is under revision. The contribution of the paper is to provide an insight into SMEs' present stage in relation to a possible future approach to strategic CSR communication. The paper also reminds us that SMEs have no interest in turning their local and authentic practice into a forced marketing and branding exercise, leaving them with an artificial picture of who they are and strive to be in the future. They should keep on acting locally but force themselves to think globally.     

Country-of-origion effects:an Australian experiment in shelf labelling

The influence of country-of-origin (COO) on consumers' preferences and purchase choices has been extensively discussed in the marketing literature yet most studies dedicated to this issue have relied on durables purchases. Questionnaire-based surveys have most often aimed to identify the degree to which the COO factor influences purchase intentions, but have in general presented this factor in isolation from other product attributes. The present study attempts to address these limitations by relying on ‘real world’ conditions and exploring COO effects for fast-moving consumer goods (FMCG). For two categories of grocery product, ‘Australian-made’ labels were displayed according to an experimental design over a period of several weeks. No significant effect was found, suggesting that the ‘patriotic’positioning strategy followed by many Australian marketers and retailers is somewhat misguided. These findings also suggest that previous research with durable goods, which supported the existence of COO effects, may not be applicable to the FMCG category where COO effects may be less significant.     

Co-ordinating fiscal authorities in the euro-zone: a key role for the ECB

This paper examines the conditions for fiscal restraint to emergeas Nash equilibrium in the game between fiscal authorities ina monetary union and discusses the implications for the ECB'smonetary strategy. We show that fiscal authorities fail to internalizethe adverse area-wide effects of their policies when the ECBtargets union-wide aggregates. To address this co-ordinationfailure, we propose that the ECB reacts to fiscal restraintby implementing a monetary reward. Applying the pareto- andrisk dominance criteria to the ensuing co-ordination game, weshow that the ECB can ensure convergence upon fiscal restraintby adopting a weakly countercyclical reaction function.     

Cover's universal portfolio,stochastic portfolio theory,and the numéraire portfolio

Cover's celebrated theorem states that the long‐run yield of a properly chosen “universal” portfolio is almost as good as that of the best retrospectively chosen constant rebalanced portfolio. The “universality” refers to the fact that this result is model‐free, that is, not dependent on an underlying stochastic process. We extend Cover's theorem to the setting of stochastic portfolio theory: the market portfolio is taken as the numéraire, and the rebalancing rule need not be constant anymore but may depend on the current state of the stock market. By fixing a stochastic model of the stock market this model‐free result is complemented by a comparison with the numéraire portfolio. Roughly speaking, under appropriate assumptions the asymptotic growth rate coincides for the three approaches mentioned in the title of this paper. We present results in both discrete and continuous time.     

Exchange rates and the volume of trade—The case for fixed exchange rates

Exchange rate volatility and long-term distortions of exchange rate levels have given rise to concern among participants in international trade. Do exchange rate fluctuations have an adverse impact on the volume of trade? What measures could be taken to achieve greater exchange rate stability?     

THE EFFECT OF A SINKING FUND ON THE REOFFERING YIELDS OF NEW PUBLIC UTILITY BONDS

In this study, empirical tests are conducted to determine the impact of a sinking fund on reoffering yields of a sample of new public utility bonds sold between January 1977 and March 1982. The findings of the regression analysis are consistent with the hypotheses that the value of the sinking fund varies with the default risk of the issuer and with market expectations of future interest rate movements, and that the sinking fund improves the liquidity of a bond issue.     

Die Liberalisierung des Wohlfahrtsstaates und ihre Herausforderungen für das Pflegemanagement der Zukunft

Heilberufe - Die Liberalisierung des Wohlfahrtsstaates, ausgelöst durch den zunehmend globali sierten Wettbewerb, wird in der Zukunft auch wesentliche Auswirkungen auf die Anforderungen an die...     

Product elimination: A barrier to successful financial service sector company mergers?

The UK's financial service sector is in a process of consolidation predominately via merger and acquisition activity. Driving this process is the desire to reduce costs, increase efficiency and acquire larger customer volumes. This may result in the amalgamation of product management functions and product portfolios, leading inevitably to the need for product rationsalisation. A key controlling factor within this is the inability easily to eliminate financial service products. This may jeopardise the organisation's ability to gain the objectives that have driven the merger/acquisition action. Two key factors were seen to hinder the portfolio amalgamation process. First, the incompatibility of IT-based product management systems. Secondly, the existence of a ‘knowledge gap’ which made it harder to plan and implement effectively large-scale product elimination and portfolio amalgamation. It is likely that this will lead to higher than desired operating costs, duplication in product and service function, and loss of freedom in managing customers.