评《市场经济理论批判》

本文介绍了威廉.拉让尼克关于市场经济的一些观点,并对此进行了商榷。本文认为,市场经济是一种不太好的制度,但没有更好的替代。一旦选择了它,就应该尽量避免坏的市场经济,实现好的市场经济,因此完善市场制度是我们的重要任务。     

William F. Whyte: Contributions to management

The name of William Foote Whyte is most frequently associated with Street Corner Society, the sociological study of life in Boston's North End during the late 1930s, but his research spanned another sixty years in a range of settings on three continents. This article traces his achievements over the decades, as he developed and applied a participatory action research methodology in the kitchens of Chicago restaurants, the oilfields of Oklahoma and Venezuela, subsistence farms in Peru and Guatemala, and industrial cooperatives in the Basque region of Spain. It describes how this methodology, grounded in case research, led to social change at the “Tremont Hotel” in a Midwestern city. It questions why his achievements have not received greater recognition among by academicians and practitioners, perhaps because his ideas and findings on social change produced discomfort among peers and the sponsors of his research.     

Media allocation model using nonlinear benefit curves

An integral part of planning advertising campaigns involves the selection of those media vehicles that maximize the effectiveness of the advertising effort. This article describes a media allocation model designed to provide the media planner, responsible for a particular advertising campaign, with relevant information for use in selecting the most appropriate media vehicles and in determining the number of insertions in each vehicle. It is based on the derivation of nonlinear benefit curves for candidate media vehicles that can be derived from commercially available response data and from subjective estimates gathered from media planning experts. When tested in an actual advertising campaign, the results serve to provide relevant information that can make the media allocation decision a more objective one.     

One step ahead: Thornton versus Longe

This Paper addresses the intriguing issue of whether William Thomas Thornton plagiarized Francis Longe's (1866) pamphlet denouncing the classical wage fund doctrine. In doing so, the paper comprehensively reviews all of the corroborative evidence surrounding the plagiarism allegation laid against Thornton, drawing particular attention to a little known letter to The Times written by Thornton, in an effort to clear his good name of any impropriety. It is the conclusion of this paper that Thornton has no case to answer; the evidence not only from Thornton's own early work on wages and trade unions, together with additional corroborative evidence suggests that far from having plagiarized Longe's (1866) work, Thornton apticipated many of his ideas.     

A successful British MNE in the backyard of American big business: Explaining the performance of the American and Canadian subsidiaries of Lever Brothers 1888–1914

After 1888, Lever Brothers expanded into the United States and Canada. The surviving archival evidence suggests that the Canadian subsidiary was more successful than the American one. This article considers a number of factors that help to explain why this was the case. Some of the factors considered, such as differences between the Canadian and American tariffs, Canada's more robust system of trademark protection, and the absence of an anti-trust law in Canada before 1908, are related to themes very familiar to business historians. This article also applies concepts that are not part of the normal toolkit of business historians. The article draws on the literature on identity economics and argues that the greater success enjoyed by Lever Brothers in Canada was, in part, rooted in Canada's strongly British identity. The impact of identities on the policymakers, managers, and consumers who collectively shaped the two North American subsidiaries is assessed.     

Repetition and attitudinal discrepancy effects on the affective response to television advertising

Significant, favorable attitudinal response toward both the brand and ad were observed at the first exposure in a laboratory experiment on the effects of repeated exposure to television advertisements. At higher levels of repetition, lower, although still positive, ratings were obtained. Response was significantly mediated by prior brand attitude. Mean differences in attitude toward the brand and ad were only partially accounted for by changes in brand perception.     

Rethinking marketing: Peter Drucker’s challenge

Just as Peter Drucker pointed out the importance of assessing whether a company’s “theory of business” is relevant, marketers need to consider whether the current “theory of marketing” still fits in a world of rapid change. The author examines how Drucker challenged the theory of business at financial services firm Edward Jones, helping to identify new market opportunities. For example, he urged the company to move into metropolitan areas, which now account for 60 percent of the firm’s business. The article then considers how the field of marketing needs to reexamine its own mental models. Finally, the article considers how Drucker’s seminal insights on marketing, particularly his emphasis on an interdisciplinary approach, might point the way to new approaches.     

Customer service as a marketing strategy

Customer service in distribution is increasingly becoming a requirement for an integral part of marketing strategies for physical distribution. Customer services, many of which herefore were considered ancillary in allowing shippers and other transportation users to differentiate product/service offerings, are now necessary in order to compete successfully in the marketplace. This trend should gain considerable momentum as prices become higher and use of discretionary prices decreases. Therefore, it is imperative for marketing and distribution managers to accurately appraise and reevaluate the role of customer services.     

Integrating strength-weakness analysis into strategic planning

Strength-weakness assessment, which must be performed as a part of any strategic planning process, is presented in terms of a process, termed SWA, that involves managers in making the critical informational choices that are implicit in strategic assessments of strengths and weaknesses. The process is illustrated in terms of its underlying premises, their implications, its benefits, and an illustrative substantive framework that can be used to guide the process.     

Semantics and capital market efficiency: Testing the market's reaction to the naming of stock distributions as splits or dividends

The AICPA and NYSE urge corporations to avoid the term “stock dividend” and use the term “stock split” when referring to large common stock distributions. Theoretically these large distributions do not convey any economic value to the stockholders. Therefore a rule was considered necessary so as not to mislead them as to the actual nature of the distributions. The purpose of this study is to examine security price reactions to the differential naming of these distributions. The results strongly suggest that security returns are not differentially affected by naming a large common stock distribution a stock dividend rather than a stock split. That is, the capital market appears to be semantically efficient between terminologies.