A brief technology assessment of the Carbon Dioxide effect

Significant increases in atmospheric carbon dioxide are occuring as a result of fossil fuel combustion. More than a four-fold increase over preindustrial levels may occur by the year 2100. Heating of the atmosphere, changes in precipitation patterns and global storm paths, and other resulting effects are sure to cause significant social changes. This article is essentially a methodological case study demonstrating a useful but inexpensive type of technology assessment. It summarizes current research findings on “the CO₂ effect,” and presents hitherto unpublished findings that resulted from a brief but systems-oriented approach. These findings suggest that most published forecasts of phenomena associated with a CO₂ buildup may be systematically low because various positive feedback relationships are not reflected.     

Guidelines for Corporate Trademark Licensing

Licensing a trademark in many firms, if it occurs at all, is an incidental ad hoc arrangement. An unorganized approach can mean trouble. It can also mean the firm is losing an opportunity to exploit fully a valuable asset. Tom Meyer, Cathie Tinney, and Terry Tinney argue that trademark licensing is deserving of careful attention and planning.     

The use and value of qualitative research studies

Qualitative research provides rich insights into many marketing problems and, with appropriate interpretation, will provide detailed solutions. This article describes the benefits of conducting qualitative research and cites its appropriateness to specific marketing questions. Examples of qualitative research and its application to marketing and business decisions are provided.     

Cross-national product value perceptions

Can a psychographic variable, i.e., a value perception of a product, be successfully compared across national boundaries? Using students in four countries, the authors tested for similarity in a two-stage process. Value perception was tested by comparing samples using only the owners of the products first, and then using only the nonowners. Similarities were found that bridge national borders. These similarities are evident where the respondents sampled are owners of the base products or have a high degree of market knowledge regarding these products.     

Further research into a convention for measuring the state-of-the-art of products or processes

In a 1980 study, an attempt was made to provide some degree of quantitative precision to the term “state-of-the-art” by developing an SOA measure for computers and antibiotics. This study expands on the convention developed in the earlier work and applies the approach to five technologies: aircraft turbine engines, high-temperature materials as used in blades and vanes, manmade fibers, farm tractors, and coal gasification. Satisfactory state-of-the-art measures were developed for aircraft turbine engines and high-temperature materials, and the maturity of farm tractor technology was confirmed. The convention also revealed that manmade fiber technology has been in a refining mode since the introduction of nylon. Coal gasification has not gained enough commercial experience to merit a state-of-the-art measure.     

The role of buyer power in oligopoly models: An empirical study

This study investigates whether an industry's profitability and concentration are influenced by structural characteristics of the industries and final markets to which it sells. Very few similar studies have been made, and there is some dispute about their conclusions. This study discusses the methodological problems behind this dispute and the ways in which the specification and data used here avoid these problems. The results show that seller profitability rises with the extent to which buyers are dispersed across many industries, but that no other buyer characteristic exerts a significant influence on either the profitability or the concentration of the selling industry.     

Competitor analysis: Some practical approaches

Analysis of the intentions and capabilities of key competitors is an essential component of effective business strategy. This article places major emphasis on the often neglected area of competitive cost analysis. An overview of secondary and primary sources, including competitors themselves, is provided. Case examples illustrate the use of these sources in analyzing key strategic cost differentials between a company and its competitors. New approaches to competitor cost analysis are reviewed: 1) statistical techniques estimate fixed and variable components of cost; and 2) an analytical “force-out” technique estimates categorical costs (materials, wages, selling costs, etc.).     

Concepts of learning and experience in developing solar thermal technologies

This study presents a plausible picture of development of solar thermal technology, using the learning and experience curve concepts. The cost estimates for solar thermal energy technologies are typically made assuming a fixed production process, characterized by standard capacity factors, overhead, and labor costs. The learning curve is suggested as a generalization of the costs of potential solar energy system. The concept of experience is too ambiguous to be useful for cost estimation. There is no logical reason to believe that cost will decline purely as a function of cumulative production, and experience curves do not allow the identification of logical sources of cost reduction directly. The procedures for using learning and aggregated cost curves to estimate the costs of solar technologies are outlined. Because adequate production data often do not exist, production histories of analogous products/processes are analyzed, and learning and aggregated cost curves for these surrogates estimated. If the surrogate learning curves apply, they can be used to estimate solar thermal technology costs. The steps involved in generating these cost estimates are given. Second-generation glass-steel heliostat design concept developed by MDAC is described; a costing scenario for 25,000 units/year is detailed; surrogates for cost analysis are chosen; learning and aggregated cost curves are estimated; and the aggregate cost curve for the MDAC designs is estimated. The surrogate concept of cost estimation combines qualitative steps, which are highly subjective, with quantitative techniques, which require thorough knowledge and understanding to justify their use. As such, the results, interpretations, and inferences must be qualified by an understanding of the process by which they were developed. The method of surrogate learning curves had limitations in both the data acquisition and data analysis phases of activity. Improvements in the validity of cost data and in the task used for this type of study are necessary to enhance the reliability of unit cost predictions resulting from this technique.