Can Pokémon GO catch brands? The fit effect of game characters and brands on efficacy of brand communications

Given the recent popularity of augmented reality (AR) games, such as Pokémon GO, this study explores the congruence effect of game characters and brands on brand evaluations and the underlying mechanisms of the effect. Prior gaming experience and motivations are taken into account. An experiment reveals that inexperienced gamers are likely to have more favorable evaluations of the target brands when the images of game characters match the brand images, whereas these effects disappear for experienced gamers. Furthermore, the research demonstrates that experienced gamers are more likely to hold game-specific motivations than the inexperienced, while inexperienced gamers are motivated more by social interaction for playing AR games. Lastly, a mediation analysis reveals that social interaction-related motivation mediates inexperienced gamers’ preference of character–brand congruence. This study sheds light upon how AR games can be utilized by brand communicators.     

Will tighter futures price limits decrease hedge effectiveness?

The events triggered by the Global Financial Crisis (GFC) have led to calls for the regulation of financial markets. Given that regulation may involve opportunity costs, this paper examines whether tighter futures price limits can reduce the effectiveness of a futures hedge. We propose a new model that uncovers the underlying spot-futures dynamics when futures prices are subject to limits. We use the model to determine the maximum number of limit days that can occur before minimum variance hedging outcomes are adversely affected. Application of this model to the US soybean and corn markets reveals that existing limits do not reduce hedge effectiveness. If the frequency of limit days increases from current levels of 1% to approximately 3–4%, conventional hedging approaches will experience economically and statistically significant increases in portfolio variance. These results are important for hedgers, clearing houses and regulators in light of the recent calls for derivatives regulation.     

How Market-Guanxi Ambidexterity Affects Adaptive Capability in China＇s Transition Economy

Whether market- and guanxi-based strategies are complementary or substitutable in shaping adaptive capability is a critical yet controversial issue. This paper tackles this problem by adopting the ambidexterity perspective. Specifically, using a sample of 185 Chinese private firms, this study examines the independent and interactive effects of market orientation （MO） and guanxi orientation （GO, i.e., emphasizing on building business and political ties） on adaptive capability of firms in transition economies. Our results suggest that both direct impacts and complementary impacts of MO and GO strongly exist in shaping firms＇ adaptive capability, indicating the importance of ＂strategic ambidexterity.＂ These findings have several theoretical implications for studies on ambidexterity and adaptive capability, and practical implications for finn strategies in transition economies.     

明代地方官府赋役核算体系的早期发展

明洪武到弘治年间,州县官府的赋役管理从基本不依赖核算向需要且能够进行核算的状态转变。洪武、永乐时期,在官府体系内部,只有田赋被部分地纳入核算管理,其他赋役征发则完全或绝大部分无法计量,也没有计划性。宣德以降,地方官员吸收民间粮里阶层分担赋役负担的经验,在此基础上进行旨在“均平”的改革,以确保赋役的可持续征发。在探索均平之道的过程中,不同地方官员多采取量化赋役负担、预定征收计划、将派征对象标准化并进行摊派核算的方式。其中,田赋额等开始扮演摊派对象的角色。这开启了州县层面赋役征收核算体系的发展之路,也导致府、州、县与户、工等部及布政使司之间产生了赋役核算信息不对称,出现了二重会计结构。     

基于银行同业网络与资产重叠的金融风险传染研究

本文分析当银行遭受不同类型初始冲击时,传染概率、传染范围、损失程度随资产多样化程度、初始冲击程度变化的分布情况。研究表明,在两类传染途径共同作用下,资产多样化程度和初始冲击程度很低时风险传染概率与范围仍呈现较高水平,资产多样化程度较高时风险传染概率与范围呈现较低水平;不同网络结构中资产多样化对于初始冲击具有不同的吸收能力,且传染范围呈现出明显的由稳定转向非稳定的相变过程;在传染范围稳定的区域,损失程度仍随资产多样化程度的增加而增大。     

白灵菇产业发展现状、问题及对策

白灵菇是我国具有自主知识产权和明确原产地的品种,以独特的风味、细嫩的质感、丰富的营养以及保健功能受到大众喜爱,栽培规模越来越大。该文对白灵菇产业发展现状、市场前景和存在的问题进行了阐述和分析,并提出了白灵菇产业持续、健康、快速发展的对策。     

动态域名解析及其应用

从互联网的发展及其现状出发，说明采用动态域名的原理及优点，最后给出了一个实例。     

法国高等教育和科研部推出科研新政

2013年,法国新政府在教育和科研领域将逐步推进各项改革,其教研部拟推进的主要措施有：取消“盖昂通函”,推行决策会商工作机制,实施超级联合大学计划,颁布新高等教育和科研法,确定未来科研优先领域,强化对欧盟科研影响力和加强科研人才队伍建设等。法国政府希望通过采取以上措施,继续保持法国的世界科技强国地位和优势。     

Bringing new high-technology products to market: Six perils awaiting marketers

In fewer than ten days during the summer of 2016, millions of smartphone users around the world went crazy over Pokémon Go, an augmented reality videogame app. If only all new high-technology products—and their investors—could enjoy such runaway success! Alas, the road to new technologies can be bumpy, and marketers of new high-tech products face numerous obstacles. Six perils await these marketers: significant market uncertainty, significant technological uncertainty, issues of compatibility within a product's complex multi-component system, struggles to orchestrate self-reinforcing network effects, challenges of navigating ecosystem complexities and competition, and inherent risks of making hard choices among multiple product-market options with significant path dependency. This article discusses these dangers and concludes with advice regarding steps marketers can and should take to make the journey to market less perilous.