Industrial life cycles and learning curves: Interaction of marketing and production

The price-oriented experience curve has been widely utilized as a model to design marketing strategies. Yet, it is cost over which many firms exercise the most control. This article explores the cost-oriented learning curve in conjunction with the product life cycle model as joint strategy constructs. Implications of variations in the learning curve parameters are examined.     

Applying financial portfolio and multiple criteria approaches to product line decisions

This article describes the application of decision rules from financial portfolio theory to the evaluation of product lines. The focus is on the risk/return implications of an “add” decision to the total portfolio versus the individual product. Multiple criteria approaches that aid product line evaluations are also presented.     

Supporting innovation and venture development in established companies

Accumulated research findings call into question the ability of established corporations to develop and manage new ventures successfully. This article argues that the problem comes in large part from failing to differentiate between the requirements of administrative management—geared to managing existing activities and holding things in place to ensure continuation of already-developed activities—and the requirements of entrepreneurial management—designed to create change by developing something new. The two kinds of management are in tension and may interfere with each other, but every established organization needs both in order to get both innovation and efficiency.Innovations and new ventures have four particular characteristics that account for their special management requirements: uncertainty, knowledge-intensivity, competition with alternative courses of action, and boundary-crossing. Thus entrepreneurial management to support creation of the new puts a stress on such features as visionary leadership, “patient money,” planning flexibility, team continuity/stability, and interfunctional cooperation. But the usual requirements of administrative management in established corporations contradict these principles. Thus some companies try to set their new ventures apart from the old to avoid conflicts in management requirements. However, this this only partially solves the problem.All companies need both to manage ongoing activities and to create new ones—with the proportions of each depending on the nature of the business. They need to strike a balance between administrative and entrepreneurial management. The problem of venture development in established corporations occurs when administrative management comes to dominate and innovation is not valued sufficiently. The command system of administrative management needs to be replaced by a mutual adjustment system.High innovation companies build mutual adjustment into their design. They allow flexibility to move into an entrepreneurial mode. They are characterized by broader jobs: structures built around small business units or functionally complete project teams; cultures stressing the ability of people to contribute more over time; and easy access to the key “power tools” of information, support, and resources.A more entrepreneurial corporation minimizes hard-and-fast rules and procedures governed by a rigidly defined command structure and emphasizes instead flexibility and broadly-skilled sets of employees in flexible units that can be grouped or regrouped as changing circumstances require.Large corporations must institute deliberate programs to encourage innovation and entrepreneurship, including removing the roadblocks of unnecessary administrative requirements; encouraging integration across departments and functions: changing budgeting and accounting procedures and providing internal venture capital and special project funds; discretionary time; and new business performance measures.     

我国外汇市场动量效应的实证研究——基于改进的MA交易规则

本文构建了改进的MA交易规则,运用13600种策略对我国外汇市场上的动量效应进行了实证检验,发现存在着显著的动量超额收益,证明“有效市场”理论在中国外汇市场上并不成立。同时,这种超额收益也受到了人民币汇率形成机制改革的显著影响,机制改革后随着汇率弹性的增加和市场供求关系的逐渐体现,动量效应有所减弱,市场逐渐向“理性”发展。     

"九五"物化探所科技工作若干回顾与思考

通过对“九五”物化探所科研项目执行情况，科研成果转化，科技管理工作等的回顾和分析，提出了进一步做好物化探所科技工作的几点思考和建议。     

Marketing to firms in developing asian countries

The Newly Industrialized and Developing Asian countries represent a substantial and growing market for capital goods and for industrial components. Industrial buyer behavior among firms in these countries is different from that exhibited by firms in the advanced, industrialized countries. Therefore, different marketing strategies are required to penetrate NIC and LDC markets. This article discusses industrial buyer behavior in the NICs and LDCs and makes recommendations for marketing strategies.     

Pricing strategies that adjust to inflation

Recently, the inflation rate has moved to significantly higher levels than most firms anticipated. The firms' errors in projecting the inflation rate proved costly to many—especially those with long-term contracts to deliver at a fixed price. This experience has led many firms to consider alternatives to fixed price contracts. This article addresses alternative contractural forms and develops the economic principle to be employed in designing the optimal contractual arrangement.     

Financial Evaluation of the Product Line

When decisions are being made about adding or dropping a product, most managers will make a financial evaluation of the product and they may try to get some sense of the riskiness of the decision. They will also probably consider the effect of the add/drop decision on other products in the line. Seldom, however, do they consider the risk of a product mix decision in the context of the risk level of the overall product line. Professors Rabino and Wright argue that product managers should take a leaf from the analytical book of financial analysts and calculate a "product Beta" that shows the impact of the risk of the individual product on the risk of the whole portfolio of products. They also suggest some other ways of sharpening the financial picture in what are often strictly marketing evaluations. This is Professor Rabino's second article in JPIM . As in the previous one he coauthored with Howard Moskowitz, this one adds some interesting analytical methodology to managerial decision making.     

Detecting Buyer Preferences to Guide Product Development and Advertising

If you could tell which product characteristics consumers would prefer, product development could be targeted sharply and positioning the product competitively could be done with more confidence. This article describes one approach by which a relatively large set of test products is evaluated by consumers in order to identify the most acceptable combination of product attributes. Identification of this combination provides the product developer with guidelines as to which test product should be selected for subsequent introduction. The focus is on the discovery of discernible attributes of a product in a fragmented category to support the advertising claim.     

Modelling organizational buying as a sequence of decisions

Organizational buying consists of several stages, each of which yields a decision. These decisions may be linked together in a sequence to form a simple yet powerful model that marketers can use to predict outcomes of proposed marketing programs and to diagnose problems in existing programs. The model may be used with qualitative or quantitative data. The model helps both practitioners and scholars to identify research needs and opportunities.