Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity

Sequels have become a profitable strategy in the U.S. motion picture industry because of their strong name recognition. However, while the established positioning of a sequel may help insulate it from competing firms' advertising messages, its familiarity may cause moviegoers to be more easily satiated with advertising from the sequel. Therefore, this study examines how sequels differ from original concept movies in terms of their ad effectiveness. We focus our analysis on pre-launch periods, given these periods' importance in shaping the financial outcomes of motion pictures. We consider the weekly online search volume of a movie as a measure of consumer interest in it, and thus as an intermediate response to pre-launch advertising. We then develop a model that assumes ad effectiveness can decline, due to copy and repetition wearout, and increase, due to forgetting, over time. We find that copy wearout is greater for original movies, while repetition wearout and forgetting are greater for sequels. These findings suggest that sequels should allocate more in early pre-launch periods and less immediately before release, relative to originals, to maximize pre-launch consumer interest.     

Believing in employment discrimination: The case of Forrest Mims,Scientific American,and title VII protection

This article reviews the law regarding Title VII employment discrimination protection from religious discrimination. The issues surrounding the principal legal protection in this regard are explored in the context of a recent controversial case in which an author, Forrest Mims, was not hired as a regular contributor forScientific American magazine, ostensibly because of his belief in the theory of creation over the theory of evolution. The definition of what constitutes a protected religious belief or practice is seen to have expanded over time. However, a belief in creationism is not necessarily seen as being tantamount to a religious belief under present legal interpretation of Title VII. The implications of this finding for future needed Title VII revision are discussed.     

Long-term forecasting methods: Emphasis and institutions

There are many explanations why the more structured and formalised techniques of forecasting have not yet provided major input to government policy except in specialised areas. This article gives an assessment of the present state of the art in our ability to predict the consequences of current actions in the long-term future. The relevance of this to the ongoing debate about the place of formal methods in policy analysis is considered. In many instances it seems that the methods used run counter to the ideal of scientific liberalism to which the forecasters and officials involved often subscribe. The article indicates where institutional arrangements can be adjusted to ensure that the forecasting ability available is better employed, and points to areas in which forecasting methodologists should increase their attention if forecasting methods are to support more open and more flexible institutional arrangements.     

Designing the annual reports of burton plc from 1930 to 1994

This paper undertakes a historical review of the use of design and designers in the annual reports of Burton PLC, against a backdrop of the firm's commercial history. It highlights a subordinate role for design from 1930 until the 1970s, when it was used increasingly to embellish the annual report. Design assumed a very significant role from 1984, when the firm's annual report was transformed into a corporate communications tool. The paper suggests that Burton was among the first British companies to reach this stage, and that it was some ten years behind the generality of U.S. corporations in this regard. Using Burton as an example, the study concludes by proposing that the turning of the annual report into a public relations document has latent disadvantages and by advocating that design briefs in this area should be differently focused.     

Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective

Drawing on reversal theory (Apter, 2007), the current research proposes that internet users' metamotivational state (telic vs. paratelic) determines advertising interactivity's effectiveness. An online field experiment involving 141 Facebook and Twitter users tests this proposition. Research findings support telic state consumers form more positive attitudes toward a low-level interactive ad, whereas paratelic state consumers form more positive attitudes toward a high-level interactive ad. Further, this research shows that an arousal seeking tendency mediates the metamotivational state's impact on ad attitude.     

Alliterative logic: A theory for postnormal times

This commentary responds to some of the issues raised in Zia Sardar's paper “Welcome to Postnormal Times” noting and attempting to explain points of difference and similarity. From Sardar's invocation of the 3C's of complexity, chaos and contradiction emerges the idea that our postnormal times might be likened to the strange times following the Great Plague that gave rise to the Alliterative Revival. Speculating further, it is questioned whether, in such strange times, utopian futures studies substitute for prayer.     

Understanding repeat playing behavior in casual games using a Bayesian data augmentation approach

With an estimated market size of nearly $18 billion in 2016, casual games (games played over social networks or mobile devices) have become increasingly popular. Because most casual games are free to install, understanding repeat playing behavior is important for game developers as it directly drives advertising revenue. Game developers are keenly interested in benchmarking their game versus the market average, and understanding how genre and various game mechanics drive repeat playing behavior. Such cross-sectional analysis, however, is difficult to conduct because individual-level data on competitors’ games are not publicly available, and that the casual gaming industry is highly fragmented with each firm making only a handful of games.I develop a Bayesian approach, based on a parsimonious Hidden Markov Model at the individual level in conjunction with data augmentation, to study repeat playing behavior using only publicly available data. After applying the proposed approach to a sample of 379 casual games, I find that the average daily attrition rate across game is around 36.5%, with an average “play” rate of 47.9%, resulting in an average ARPU (average revenue per user) across games of around 20.5 cents. Certain genres are linked to higher attrition rates and play rates. In addition, giving out a “daily bonus” or limiting the amount of time that gamers can play each day are associated with a 17.7% and 16.4% higher ARPU, respectively.     

Linking sustainable business models and supply chains — Toward an integrated value creation framework

Extant literature on sustainable business models highlights that value creation stems from resources exchanged in relationships between a focal firm and its stakeholders. In this context, the literature has, so far, focused on direct relationships. However, despite the acknowledged relevance of sustainability issues in supply chains, this relational view of the focal company and its direct stakeholders has not been extended toward value creation for and with indirect stakeholders, such as stakeholders of suppliers. Addressing this gap, this conceptual article integrates a relational view of sustainable supply chain management into the management of sustainable business models. It extends the scope of sustainable business models from relationships between the focal firm and its direct stakeholders to indirect relationships with stakeholders of suppliers. A framework is developed that supports analysis and management of value-creating relationships between the focal firm, suppliers, and stakeholders of suppliers. By extending the conceptualization of sustainable business models to consider relationship chains beyond direct relationships, this article proposes that a focal firm has to actively manage interactions both with suppliers and with suppliers' stakeholders.