Classifying a customer as a national account

A recent article [Stevenson and Page, Industrial Marketing Management 8, 94–100 (1979)] addressed the issue of how industrial marketers determine if their firms can use national account marketing. Once that decision is made, a next logical step is to determine which customers should be classified as national accounts. This article discusses appropriate classification criteria that industrial marketers can use to make such decisions. The information presented here is based on a study of national account marketing.     

斯蒂文森情感主义伦理学中的道德语言研究

在斯蒂文森以前,情感主义伦理学及其思想方法看到了价值判断的矛盾多样性可能,并将这种价值判断的分歧归根于情感差异.而为什么会产生这种情感矛盾差异,在这些情感差异矛盾背后所存在的内容又是什么,情感主义并没有作认真的对待.斯蒂文森在这方面做出进一步的研究,成为了将现代情感主义理论系统化、理论化的集大成者.     

Comparative industrial advertising: The content and frequency

Comparative advertising is the pratice of comparing two or more named or unnamed products in an advertisement. The purpose of this study was to examine the use of comparative advertising in widely circulated industrial publications. The study examined approximately 2100 full-page advertisements in major trade publications for the years 1970, 1975, and 1980. It was found that comparative advertising is not the dominant format for industrial journal advertising. Further, there was a significant decrease in the use of comparative advertising from 1975 to 1980. Nevertheless, when industrial advertisers use comparative advertising, they tend to rely more frequently on implied comparisons rather than on the more aggressive, strictly comparative format. Also, industrial marketers seem to be more inclined to stress product features rather than price, distribution, or promotion when using comparative advertising.     

浅析《化身博士》的叙事技巧

《化身博士》是斯蒂文森的代表作,以悬疑、恐怖著称。通过叙事视点的巧妙运用、叙事节奏的准确把握及悬念巧合的合理设置,表现了斯蒂文森对人性善与恶的思考。     

从生态批评视角看史蒂文生的游记

英国作家罗伯特.史蒂文生是一位很值得深入研究的生态文学家。在人类面临环境恶化和生态危机的今天,用生态批评这一理论分析史蒂文生的作品,无疑为研究史蒂文生提供了一个崭新的视角,同时也将加深对他作品的认识。     

道德信念的理论探析

传统道德知识以理性认识为基础，道德信念存在两种分歧，态度分歧与信念分歧。获得的，道德信念与事实知识不能截然分离。到了休谟他认为道德信念是一种情感，斯蒂文森则认为决定信念的是态度分歧，道德信念态度是主体通过实践     

An operationalization of Stevenson's conceptualization of entrepreneurship as opportunity‐based firm behavior

Stevenson (1983) holds that entrepreneurial management, defined as a set of opportunity‐based management practices, can help firms remain vital and contribute to firm and societal level value creation. While his conceptualization has received much attention, little progress has been made because of a lack of empirical tools to examine his propositions. This article seeks to resolve this by describing a new instrument that was developed specifically for operationalizing Stevenson's conceptualization. After two pre‐tests, the instrument was tested full scale on a very large (1200+ cases) stratified random sample of firms with different size, governance structure, and industry affiliation. The results show that both in the full sample and in various sub‐samples it was possible to identify six sub‐dimensions with high discriminant validity and moderate to high reliability, which represent dimensions of Stevenson's theoretical reasoning. We label these Strategic Orientation, Resource Orientation, Management Structure, Reward Philosophy, Growth Orientation and Entrepreneurial Culture. We were further able to show that these dimensions only partly overlap with ‘Entrepreneurial Orientation’, the hitherto best established empirical instrument for assessing a firm's degree of entrepreneurship. Our instrument should open up opportunities for researchers to further evaluate entrepreneurship in existing firms. Copyright © 2001 John Wiley & Sons, Ltd.