Entrepreneurship & Marketing eJournal最新文献

{"title":"Branding Next-Generation Products","authors":"Marco Bertini, John T. Gourville, E. Ofek","doi":"10.2139/ssrn.1487495","DOIUrl":"https://doi.org/10.2139/ssrn.1487495","url":null,"abstract":"We study the effect of brand name selection on consumer perceptions and adoption of next-generation product innovations. In four experiments, participants evaluated next-generation offerings whose brand names either continued or interrupted the existing naming sequences. The first set of results show that while consumers anticipate enhanced performance on existing product features (i.e., alignable improvements) irrespective of the branding decision, a name change triggers significantly higher expectations of new features (i.e., nonalignable improvements). Next, we examined the implication of this finding for purchase intentions. The added layer of innovation inferred from a brand name change led participants to believe they were exposed to greater risk as well as greater reward. As a result, in the last two experiments we found that situational and dispositional factors influencing the relative salience of these conflicting beliefs ultimately determined whether a particular naming option stimulated or hindered demand.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"73 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122244298","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A Quantum Approach to Entrepreneurial Marketing Strategy and Firm Entropy","authors":"B. T. Lowder","doi":"10.2139/ssrn.1427958","DOIUrl":"https://doi.org/10.2139/ssrn.1427958","url":null,"abstract":"Great marketing strategy is essential to the success of an entrepreneurial firm. However, choosing effective marketing strategies is a very difficult task for most entrepreneurs. This is because entrepreneurial firms operate in a complex, open systems environment where entropic forces cause the its systems to deteriorate, disorganize, and progress toward maximum disorder and chaos (Bailey 1994; Bertalanffy 1972; Laurie 1999). Hawking (2001) describes entropy as \"nothing more than a measure of the total information contained in a system\" (p. 64). Entropic forces resulting from this information can cause excess energy within the firm to be used inefficiently. This unused energy, or resources, typically result in additional slack and/or decay within the firm's structure (Bailey 1994; Scott 2003; Scott et al. 1967). Many resource surpluses and deficiencies are the result of poor marketing strategies. Inadequate marketing strategies leave the firm with excess resources as a result of diminished sales while excessive marketing strategies leave the firm with insufficient resources to adequately meet demand. Thus, the marketing strategies employed by an entrepreneurial firm have the potential to significantly impact the organization's structural integrity and must be an integral part of the company's strategic planning process. The quantum model developed in this paper can be used as both a performance measurement tool and/or as a tool for developing marketing strategies that mitigate structural entropy and enhance structural integrity.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114588070","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumers' Reaction to Product Variety: Does Culture Matter?","authors":"Sayed Farrukh Ahmed, M. Uddin, Mohammad Ahshanullah","doi":"10.2139/ssrn.1148134","DOIUrl":"https://doi.org/10.2139/ssrn.1148134","url":null,"abstract":"Substantial cultural variations should be considered in establishing marketing strategies around the world. This paper stresses several aspects. Initially, consumers' perceptions of variety differ from the actual variety provided by a manufacturer or retailer. Literature indicates that consumers' benefits and costs of perceived variety differ systematically across cultures. Current cultural theory suggests that they also encounter greater cognitive and emotional costs than individuals in collectivistic cultures when ultimately choosing. The objective of this paper is to point out specific implications. First, theories on variety perception have been discussed in order to highlight consumers' benefits and costs of variety. Second, an attempt is made to find out whether culture-oriented marketing has facilitated the successful acceptance of product by the consumers around the world or not.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131369773","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Importance of Social Product Attributes in Consumer Purchasing Decisions: A Multi-Country Comparative Study","authors":"P. Auger, T. Devinney, J. Louviere, Paul F. Burke","doi":"10.2139/ssrn.1270474","DOIUrl":"https://doi.org/10.2139/ssrn.1270474","url":null,"abstract":"This paper examines the role that social attributes--environmental and labour conditions--play in product choice across a range of developed and emerging economies. We use a multi-attribute design to force consumers to not only trade-off social attributes with tangible attributes but also make trade-offs with other intangible attributes, namely brand and country of origin. Our results show that: (1) social attributes are generally more influential in developed than in emerging economies, (2) the importance of social attributes holds across high and low involvement products, and (3) social attributes can influence product choice even when other intangible attributes are included in the design. We believe that our results offer a more accurate picture of the role of social attributes since they are based on a multi-cue, multi-product design that forced consumers to make tradeoffs between tangible and intangible attributes.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"138 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121614663","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Determinants of Recent Online Purchasing and the Percentage of Income Spent Online","authors":"B. Hannah, Kristina M.L. Acri née Lybecker","doi":"10.2139/ssrn.1413983","DOIUrl":"https://doi.org/10.2139/ssrn.1413983","url":null,"abstract":"The recent stagnation of electronic commerce highlights the need to understand contemporary online consumer behavior. This study incorporates current user demographics and emerging Internet activities to dynamically model the determinants of two key measurements of recent online shopping, a purchase within the last year and the novel dependent variable, percentage of income spent online in the last three months. Logistic regression is applied to a nationally representative 2007 survey of the U.S. online population. Determinants of a recent online purchase include, ownership of a credit card, an online payment account (PayPalTM), listening to podcasts, participating in online auctions, and for the first time, female gender. In a second regression, positive determinants for the percentage of income spent online include male gender, educational attainment, online auctions, instant messenging and online dating. Online spending increases with time online and appears to compete with other forms of online entertainment and social networking. Stratification of the data by gender yields higher estimates for the explained variance in the percentage of income spent online for men than for women. Males are novelty shoppers, and online purchasing competes with watching television, playing games online and blogging. They strongly prefer products perceived as new and innovative and are not motivated by value. Further stratification by income and age reveals that possession of an online deferred account is the strongest determinant for all men except the highest earners. In contrast, women are convenience-oriented but not novelty or value shoppers. High-spending women are technologically sophisticated, using the Internet to obtain stock quotes, participate in online auctions and make deferred payments. These results produce snapshots of contemporary online shoppers that can be used by electronic retailers to determine which product characteristics to highlight for greatest impact, and to efficiently target specific activities, such as entertainment, podcast and social network websites, to develop new and robust marketing platforms.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"146 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-05-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116503402","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Exploratory and Exploitative Market Learning in Discontinuous New Product Development","authors":"A.A.J. Smits, G. Vissers, Jan de Wit","doi":"10.2139/ssrn.1579269","DOIUrl":"https://doi.org/10.2139/ssrn.1579269","url":null,"abstract":"This research presents the results of an inductive comparative case study of how exploratory and exploitative market learning is balanced during the development of eight discontinuous new product development projects in six different business units of different multinationals in the chemical industry. For these projects, all recently introduced into the market, we find market knowledge to be a multi-dimensional construct consisting of segment, product, application, and customer knowledge. We illustrate how a project’s exploratory and exploitative market learning is balanced across market knowledge dimensions and over time. More specifically, we find three generic market learning patterns that can be distinguished based on their trade-off between exploratory and exploitative market learning. Our data also allow us to identify several organizational arrangements, such as the organizational position of the projects’ core marketing function and senior management’s decision roles, which seem important in shaping different market learning patterns. Overall this research contributes to the emerging literature on exploratory market learning in new product development.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114673990","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Regulatory Stringency, Green Production Offsets and Organizations' Financial Performance","authors":"Nicole Darnall","doi":"10.1111/J.1540-6210.2009.01989.X","DOIUrl":"https://doi.org/10.1111/J.1540-6210.2009.01989.X","url":null,"abstract":"Some scholars have argued that environmental regulatory pressures constrain organizations' financial opportunities, while others maintain that environmental regulations can spur product and technology innovations and encourage greater operational efficiencies. Advocates on both sides have evidence in support of their positions. However, considering both perspectives in tandem and recognizing that other factors may be associated with improved financial performance, we may find that neither position is valid, or that both are. Relying on data for manufacturing facilities in seven countries, this study shows that more stringent environmental policy regimes are related to diminished firm profits. Yet organizations that are motivated by a green production focus—defined as enhancing internal efficiencies and new product and technology development—are more likely to improve their environmental performance. They also demonstrate a greater probability of benefiting financially, thereby offsetting the cost of regulation or accruing a net gain.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129665374","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The New Marketing Environement on the Romanian Audiovisual Market: An Anlysis of the Communitary Acquis Transposing into Legislation in Romania","authors":"D. Prihoancă","doi":"10.2139/SSRN.1396650","DOIUrl":"https://doi.org/10.2139/SSRN.1396650","url":null,"abstract":"An important part of the process of European integration is represented by the manner in which different national and regional audiovisual regulations come to a consensus. Romanian audiovisual authority made some important steps in this direction, trying to harmonize internal legislation with the European Union regulations. These efforts took the forms such as European Convention on Transborder Television.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130129547","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Signal-Jamming in a Sequential Auction","authors":"Wei Ding, Thomas D. Jeitschko, Elmar G. Wolfstetter","doi":"10.2139/ssrn.1469745","DOIUrl":"https://doi.org/10.2139/ssrn.1469745","url":null,"abstract":"In a recurring auction early bids may reveal bidders' types, which in turn affects bidding in later auctions. Bidders take this into account and may bid in a way that conceals their private information until the last auction is played. The present paper analyzes the equilibrium of a sequence of first-price auctions assuming bidders have stable private values. We show that signal-jamming occurs and explore the dynamics of equilibrium prices.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129248868","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Creation of Retailer Brand Equity - Focus on Indian Retail","authors":"I. Roychowdhury","doi":"10.2139/ssrn.1372729","DOIUrl":"https://doi.org/10.2139/ssrn.1372729","url":null,"abstract":"Although many important branding principles apply, retailer brands are sufficiently different from product brands and hence the application of the branding principles can vary. Retailer brands are typically more multi-sensory in nature than product brands and can rely on rich consumer experiences to impact their equity. This article tries to study the different aspects of retailer brand creation through literature survey and tries to take it forward in developing a conceptual model for building Retailer Brand Equity. This article will also try to focus on important areas where there is a further scope of some research especially in the Indian perspective.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"134 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2009-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123209712","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}