Entrepreneurship & Marketing eJournal最新文献

{"title":"Predictive Pre-Testing: A New Model for Ad Pre-Testing Based on Prediction Markets","authors":"Iqbal Mohammed","doi":"10.2139/ssrn.1265089","DOIUrl":"https://doi.org/10.2139/ssrn.1265089","url":null,"abstract":"In the advertising industry, there's widespread agreement that ad pre-testing (or copy testing) is a creativity killer. Current research methodologies using focus groups to test innovative ideas and products have poor predictive ability, often throwing up lazy groupthink, post-rationalisations and risk-averse generalisations. This paper argues for a revamped model of ad pre-testing that harnesses collective intelligence to improve forecasts of real world response by a significant factor. Drawing insights from a range of business implementations of 'wisdom of crowds', the paper presents prediction markets as a tool to effectively aggregate the responses of a research group that is characterised by diversity of opinion, independent thinking and decentralisation. The updated model takes care to align the interests of research respondents with those commissioning it by incorporating gamification techniques to draw out deeply-held private information about their cohorts and the world they inhabit. The paper also suggests additional areas of exploration and improvement while implementing the concept into research practice.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134398866","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":"Marketing Consumer Durables in Mature Product Categories - Do Innovators Matter?","authors":"Maria Kaya, S. Albers, Dennis Proppe, P. Steffens","doi":"10.2139/ssrn.1142824","DOIUrl":"https://doi.org/10.2139/ssrn.1142824","url":null,"abstract":"Sales in consumer durable goods categories are dominated by repeat purchases. Managers are particularly interested to know: Which consumers can be encouraged to make earlier repeat purchases? When are they likely to purchase? What factors drive their purchases? We, the authors, make three contributions towards answering these questions. First, we explore whether consumer innovativeness, a crucial driver of first purchase adoptions, also influences repeat purchases. Second, we argue that it is important to examine the differential impact of purchase factors between replacements forced by failure and discretionary replacements of working units. Third, we empirically explore additional unit purchases at a household level for the first time. In order to address these questions, we apply a competing risks hazard approach to information we gathered from a survey of the purchase behavior of 8,077 households for six durable products. We find that consumer innovativeness is a strong driver for the timing of both discretionary replacements and additional purchases, but not for forced replacements. We show the strength of this effect varies between products and household types. Overall, our results indicate that durable goods managers should pay special attention to innovative consumers when marketing to repeat buyers. We also find evidence of strong asymmetric effects of household characteristics between forced and discretionary purchases. For example, income acts to accelerate discretionary replacements, but leads to longer forced replacement times.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127770776","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":"Production Stages and the Transmission of Technological Progress","authors":"L. Phaneuf, Nooman Rebei","doi":"10.2139/ssrn.1121820","DOIUrl":"https://doi.org/10.2139/ssrn.1121820","url":null,"abstract":"We develop and estimate a DSGE model which realistically assumes that many goods in the economy are produced through more than one stage of production. Firms produce differentiated goods at an intermediate stage and a final stage, post different prices at both stages, and face stage-specific technological change. Wage-setting households are imperfectly competitive with respect to labor skills. Intermediate-stage technology shocks explain most of short-run output fluctuations, whereas final-stage technology shocks only have a small impact. Despite the dominance of technology shocks, the model predicts a near-zero correlation between hours worked and the return to work and mildly procyclical real wages. The factors mainly responsible for these findings are an input-output linkage between firms operating at the different stages and movements in the relative price of goods. We show that, depending the source, a technology improvement may either have a contractionary or expansionary impact on employment.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"163 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116698577","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":"Auction Characteristics, Seller Reputation, and Closing Prices: Evidence from eBay Sales of the iPhone","authors":"C. Depken, B. Gregorius","doi":"10.2139/ssrn.1096206","DOIUrl":"https://doi.org/10.2139/ssrn.1096206","url":null,"abstract":"We analyse auctions from eBay to determine whether seller reputation, auction timing, and auction aesthetics influence closing prices. Using a large sample of Apple iPhone auctions, we find that closing prices are influenced by the level of seller reputation, and sellers with no reputation at stake suffer a substantial loss in closing prices. Moreover, during the sample period investigated there were small arbitrage opportunities in deciding when the auction would end, and in certain aesthetics of the auction, such as using bold fonts and including pictures of the product for sale. These arbitrage opportunities were somewhat reduced when e-bay increased the prices it charged for these aesthetic upgrades six months after the sample period investigated.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124490819","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":"Plural-Entrepreneurial Activity for a Single Start-Up: A Case Study","authors":"Thierry Burger-Helmchen","doi":"10.2139/ssrn.1090254","DOIUrl":"https://doi.org/10.2139/ssrn.1090254","url":null,"abstract":"Based on a longitudinal case study of a high tech start-up, this paper explores how different forms of entrepreneurship coexist and interplay to create a firm’s innovative dynamics. A particular focus is given to knowledge-based entrepreneurship linked to technological innovation and exploitation, service entrepreneurship, and organizational-marketing entrepreneurship. Findings suggest that firms can realize performance benefits when their members divide those entrepreneurial activities between themselves during the launching phase of the firm, and then adapt the configuration of the activities, and their behaviours into a managerial form during the expansion phase of the firm. Our work offers a dynamic view of the conditions a firm has to fulfil to survive in a knowledge-based environment and we analyse the process that produces a good integration of plural-entrepreneurship behaviours.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2008-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132025734","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":"Wintel Under the Antitrust Microscope: A Comparison of the European Intel Case with the U.S. Microsoft Cases","authors":"N. Hawker","doi":"10.2139/ssrn.1103617","DOIUrl":"https://doi.org/10.2139/ssrn.1103617","url":null,"abstract":"The European Union has issued a statement of objections to Intel regarding the company's conduct aimed at suppressing competition from Intel's chief rival, AMD. Although the statement of objections remains confidential, the allegations in AMD's private litigation are public and provide a useful basis for analysis. Intel dominates the PC chip market almost to the same degree that Microsoft dominates the PC operating system market. As in the Microsoft case, Intel's aggressive marketing tactics prevented OEMs from offering rival products to consumers. And like Microsoft, Intel has engaged in this conduct to maintain its existing monopoly. These parallels between the Microsoft and Intel suggest that Intel's anticompetitive practices harm consumers, including American consumers, by denying them the access to innovative products at lower prices from rivals. The United States established that Microsoft repeatedly and willfully violated the antitrust laws, but failed to achieve an effective remedy. The EU, however, should have an easier time achieving an effective remedy. First, unlike the OS market, a viable competitor still exists in the chip market, i.e., AMD. Second, Intel has relied primarily on exclusionary rebates, not commingling of intellectual property, to maintain its monopoly. Consequently, the EU should be able to fashion a remedy that does not require Intel to redesign its product.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125523324","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":"Role of Electronic Trust in Online Retailing: A Re-examination of the Commitment-Trust Theory","authors":"Avinandan Mukherjee, P. Nath","doi":"10.1108/03090560710773390","DOIUrl":"https://doi.org/10.1108/03090560710773390","url":null,"abstract":"Purpose: Trust and commitment are the central tenets in building successful long-term relationships in the online retailing context. In the absence of physical interaction between the buyer and the seller, how websites can gain the trust of the buyers and deliver on the promises made have become central issues in online customer relationship management. This paper aims to re-examine the commitment-trust theory (CTT) of relationship marketing in the online retailing context. It seeks to theorize the antecedents and consequences of commitment and trust in the online context and identify how CTT can be adapted in a digitized business environment. Design/methodology/approach: Modified constructs and their measures are developed to understand the antecedents and the outcomes of commitment and trust. Survey data from British online customers (n ¼ 651) are used to test CTT hypotheses with structural equation modelling. Findings: The study suggests a significant modification to the traditional CTT model in the online environment. Privacy and security features of the website along with shared values are the key antecedents of trust, which in turn positively influences relationship commitment. Behavioural intentions of customers are consequences of both trust and commitment. The relationship termination cost has a negative impact on customer commitment. Research limitations/implications: The paper identifies interesting differences between the original work by Morgan and Hunt and the findings presented, but basically concludes that the commitment-trust theory applies to online retailing. Originality/value: Contributions of this study in re-examining the CTT model of relationship marketing in an online context are manifold. This paper proposes a modified model to understand the role of consumer trust and commitment in a digitized environment. The modified constructs and measures truly reflect the dynamism of online business. The extended CTT model can provide better insight into managing customer relationships in online retailing.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115357884","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":"Differentiated Standards and Patent Pools","authors":"A. Schiff, Reiko Aoki","doi":"10.2139/ssrn.1004427","DOIUrl":"https://doi.org/10.2139/ssrn.1004427","url":null,"abstract":"We consider patent pool formation by owners of essential patents for differentiated standards that may be complements or substitutes in use. Pooling improves coordination in terms of royalty setting within a standard but provokes a strategic response from licensors in the competing standard. We characterise the incentives to form and defect from pools within standards and show how pool formation and stability depend on competition between standards. We also examine strategic patent pool formation by consortium standards and show that policies promoting compatibility of standards may increase or decrease welfare depending on the effects on the incentives to form pools.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"94 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122036204","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":"Mandatory Audit Firm Rotation and Audit Quality","authors":"Andrew B. Jackson, Michael Moldrich, P. Roebuck","doi":"10.2139/ssrn.1000076","DOIUrl":"https://doi.org/10.2139/ssrn.1000076","url":null,"abstract":"This study investigates the effect a regime of mandatory audit firm rotation would have on audit quality in an Australian setting. Using two measures of audit quality, being the propensity to issue a going-concern report and the level of discretionary accruals, the study examines the switching patterns of clients in their current voluntary switching capacity, and the levels of audit quality. We find that audit quality increases with audit firm tenure, when proxied by the propensity to issue a going concern opinion, and is unaffected when proxied by the level of discretionary accruals. We conclude that given the additional costs associated with switching auditors there are minimal, if any, benefits of mandatory audit firm rotation. Other initiatives to address concerns about auditor independence and audit quality therefore need be considered before imposing mandatory audit firm rotation.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132110101","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":"Compete with Creativity","authors":"J. Gaspersz","doi":"10.2139/SSRN.983934","DOIUrl":"https://doi.org/10.2139/SSRN.983934","url":null,"abstract":"Organizations possess great opportunities in applying their creative potential to pursue success and competitive strength. This makes it important for managers to adopt a management style that encourages employees to come up with new ideas. It is crucial not to exclude anybody from this creative process. Organizations that confine their focus to creative jobs like in marketing and in Research & Development, risk missing out on opportunities. Creativity-focused leadership embedded in a fertile organizational climate can generate a harvest of ideas for improvement and innovation from the entire workforce. These new thoughts are often urgently needed to achieve goals like reducing costs, improving quality and introducing new products and services. They open new avenues for growth, competitiveness and success. On the part of management this calls for open communication on the issues facing the organization, unit or department and an invitation for everybody to come with solutions. By stimulating and organizing knowledge-sharing, a company can feed the process of forming new ideas. Cross-fertilization of knowledge and ideas is necessary to develop new perspectives. One way to do this is by arranging meetings with people from completely different industries and disciplines. Setting challenging targets mobilizes the creativity of people further. If the creative tension that this yields, is accompanied by a tolerant management attitude towards failure, a stimulating context is created for experimenting and entrepreneurship. It will be a setting where people put forward ideas on their own initiative. In addition, management have to allow people sufficient time to work on their own ideas. Creativity techniques are useful as a stepping-stone towards taking new and promising thought paths and offer therefore the possibility to generating a large number of ideas. Idea management, as the set of activities for identifying, selecting, rewarding and polishing ideas for implementation, ensure that the harvested creativity is used. Regardless of size, industry, strategy and growth phase, all organizations need to utilize the creative capacities of their employees. The choice between productivity and creativity is often considered a dilemma, but in fact it is not. Productivity allows us to deliver to the customer. With creativity, we can continue delivering to disloyal and demanding customers. After all, creativity enables us to think and see differently. Our creativity allows us to answer the question: How can we do it better, smarter and more productively? The government can play an important role in stimulating and utilizing creativity. Ways of doing this include promoting knowledge-sharing on excellent creative organizations, devoting greater attention in the education system to creative thinking and systematically harvesting creative ideas from the population. For its part, the government must set an inspirational example when it comes to managing creativity.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"222 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2007-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115735709","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}