Associative and dissociative comparative advertising strategies in broadening brand positioning

When marketplace dynamics prompt a familiar brand to change its positioning, consumers often meet such attempts with resistance. This research demonstrates how familiar brands can incorporate new attribute information into the brand's position via comparative advertising in order to broaden the brand's marketplace positioning. Study 1 shows how the use and nature of comparative advertising affects the ability of a familiar brand to broaden its positioning. Studies 2a and 2b demonstrate that a comparative advertising strategy that incorporates a specific sequencing of dissociative and associative comparative advertisements best broadens brand positioning.     

货物与劳务双元增值税模式探讨——增值税“扩围”改革的一个过渡方案

增值税"扩围"改革(营业税改征增值税)试点对促进服务业专业化发展具有重要意义。但试点方案距离改革的理想目标仍有相当大的距离,而且,在全国推广上海试点方案可能产生一定问题。为此,本文借鉴了相关国际经验与增值税理论的新成果,认为可将货物与劳务双元增值税模式作为过渡方案,首先解决营业税不利于服务业专业化的突出矛盾。建议构建收入清算系统,依据消费型增值税目的地原则,结合产品的最终消费形态以消费地划分收入。维持现行增值税收入共享机制与地方税收管理权基本不变,降低改革阻力,确保改革稳步推进。     

河北省科技型中小企业融资渠道研究

资金短缺、融资困难一直是制约河北省科技型中小企业发展的最大瓶颈。重点对河北省科技型中小企业融资渠道特别是外源性融资渠道进行分析,提出拓宽河北省科技型中小企业融资渠道的建议。     

Can low carbon city experiments transform the development regime?

The paper explores the ability of urban transition experiments to transform the development regime in which they are embedded. Using three European case studies – BedZed, Vauban and Hammarby – it investigates the processes of broadening and scaling-up within cities, nations and across cities globally; and finds that transition experiments do influence the development regime in which they are embedded. The impact of experiments on the development regime does vary significantly with scale. The innovative components, which are assembled in experiments (cultural, structural and practices) also seem to have differing propensity to influence the development regime at different scales. Thus, cultural innovations have a greater propensity to influence the development regime across all scales, whilst the structural and practice innovations tend to influence the development regime locally and nationally. The case studies also demonstrated the significance of context (historical and geographical) in shaping experiments and influencing the transformation process. This finding suggests that the importance of broadening in the transformation process has been overstated. The experiments show that broadening across national boundaries and for prolonged periods, can result in expanding niche-regimes which become increasingly diverse. But it does not result in transformation.