bluuebunny/crossref_metadata_2025 huggingface dataset:
Scattering of elastic waves by a star shaped inclusion
Authors: Shindo Y. , Narita F. , Nakamura T.
Published: July 2010

This paper is concerned with the scattering of in‐plane compressional (P) and shear (SV) waves by boomerang, three‐, four‐, five‐, and six‐pointed star shaped inclusions using a boundary element method. Special case when the shape of the four‐pointed star becomes square is also considered. Numerical examples are given for some star shapes of the inclusion, and the scattering cross sections are plotted as a function of frequency. The response simplifies for the limited cases of a hole and a rigid inclusion, but with quite different behavior for each.
The optimal control problem and approximation of some parabolic hemivariational inclusion
Authors: Dȩbińska‐Nagórska A. , Just A. , Stempień Z.
Published: July 2010

In this paper we study the optimal control problem described by a hemivariational parabolic inclusion. We derive the existence of optimal solutions. Then we prove the convergence of optimal values for approximated control problems to the one for the original problem. Finally, we give a simple example.
Analysis of the viscoelastic behavior of plates made of functionally graded materials
Authors: Altenbach H. , Eremeyev V.A.
Published: July 2010

Considering the viscoelastic behavior of polymer foams, a new plate theory based on the direct approach is introduced and applied to plates composed of functionally graded materials (FGM). The governing two‐dimensional equations are formulated for a deformable surface and the stiffness parameters are identified for the linear viscoelastic isotropic material behavior. It is assumed that the material properties are changing in thickness direction. Solving the plate bending problem of the global mechanical analysis, it will be demonstrated that in some cases, the results significantly differ from the results based on the classical Kirchhoff‐type theory.
Balance laws and a dissipation inequality for general constituents undergoing disarrangements and mixing
Authors: Owen D.R.
Published: July 2010

Multiphase structured deformations provide a multiscale geometrical setting suitable for distinguishing among (1) separate constituents – N bodies that occupy mutually disjoint regions in space at all times and that submacroscopically may form voids or undergo slips, (2) intermingling constituents – N bodies, each of which splits into small non‐overlapping cells that may be in contact with cells of the same or of different constitutents, and (3) mixing constituents – N bodies that interpentrate by occupying overlapping regions in space. Earlier research based on multiphase structured deformations has established balance laws and a dissipation inequality for each constituent within the mixture when that constituent is an elastic body. The balance laws and dissipation inequality were obtained via a limiting argument from corresponding relations for intermingling constitutents whose motions approximate those of the mixing constituents. Here, such limiting arguments are shown to provide balance laws and a dissipation inequality for a much broader class of constituents.
Is Marketing Academia Losing its Way? It Depends Where you Look
Authors: Uncles Mark D.
Published: July 2010

Heterogeneity lies at the heart of the issue of whether marketing academia is losing its way. On the one hand, critics point to research studies that address trivial themes and non-problems. Giving grounds for optimism, on the other hand, are the hundreds of research studies that investigate significant managerial problems in ways that are rigorous, relevant and accessible. Looking ahead, we should re-think the significance of marketing, encourage industry collaboration, streamline journal publication processes, give extra weight to management-relevant criteria when refereeing journal articles, and reflect these practices in the way future generations of marketers are trained.
Is Marketing Academia Losing Its Way? – a Commentary from a German Perspective
Authors: Kleinaltenkamp Michael
Published: July 2010

With respect to the question raised whether marketing academia is losing its way, the author provides answers from a German perspective. It is argued that the assessment differs whether one looks from a business-to-business (B2B) or a business-to-consumer (B2C) marketing point of view. Contrary to its practical relevance B2C marketing is dominating in academia. Thus, a huge part of the current marketing research focuses on topics which have no or only a restricted relevance for greater areas in practice with the effect that many of the problems mentioned by Reibstein, Day and Wind are also relevant in Europe. But in contrast to their statement with regard to the U.S., the domain of academic marketing in Europe and especially in Germany has been steadily increasing. And due to the fact that the academic systems in Europe and especially in Germany have just recently shifted more or less towards the usages that are common in the US, the implementation problems are more or less the same.
Academic Interface with Marketing Practice: Leading and following and Not Losing the Way?
Authors: Brodie Roderick J.
Published: July 2010

While the academic business practice divide in marketing is not new it has recently been getting increased attention. It is the suggested the balance between applied problem solving research and basic research can be achieved by placing more emphasis on problem oriented research. To achieve this, academics need to place a greater emphasis on following and interpreting practice rather than thinking they need to always lead practice.
Treatment of the adverse effects from acupuncture and their economic impact: A prospective study in 73,406 patients with low back or neck pain
Authors: Wittl Claudia M. , Pach Daniel , Reinhold Thomas , Wruck Katja , Brinkhaus Benno , Mank Sigrid , Willich Stefan N.
Published: July 2010

The aim was to investigate the frequency of adverse effects due to acupuncture treatment, the need for treatment and the costs in patients with chronic low back or neck pain.

This prospective observational study included patients who received acupuncture for chronic low back pain or chronic neck pain. After treatment all patients documented adverse events associated with acupuncture (defined as adverse effects) and provided details e.g. on treatment. Cost data was provided by the health insurance companies. We used a societal perspective including direct health care costs related to the acupuncture and the indirect costs caused through lost workdays.

From 73,406 patients, 5440 patients (7.4% [95% CI 7.2%; 7.6%] reported experiencing at least one adverse effect and 1422 patients (1.9% [1.8%; 2.0%]) required treatment. The subsequent treatments reported were either self‐treatment (1.2% [1.09%; 1.25%]), treatment with medication and/or by a physician (0.6% [0.57%; 0.68%]), or treatment in a hospital (0.03% [0.02%; 0.04%]). Patients reporting adverse effects that required treatment had higher costs compared to patients without adverse effects (at 3 months €1265 [1179; 1351] vs. €1140 [1128; 1153] and at 12 months € 3534 [3256; 3812] vs. € 3249 [3209; 3289]. The difference was caused through the expense of visiting physicians and higher indirect costs (difference at 3 months: €125 [38; 211], p =0.005 and at 12 months: €285 [4; 566], p =0.047). Adverse effects from acupuncture occur in about 7% of patients and were mainly treated by themselves. When these effects needed treatment by a health professional additional expenses were the consequence.
Balloon dilation and intralesional steroid for benign rectal stricture management in a cat
Authors: Chavkin Jessica A. , Spector Donna J. , Stanley Skye W.
Published: July 2010

A 4-year-old castrated male domestic shorthair presented for 1 week of constipation and tenesmus. A rectal stricture had been diagnosed 8 months prior at the time of adoption and the cat had been successfully managed with stool softeners until presentation. A complete diagnostic work-up failed to reveal an underlying etiology for the stricture and colonoscopy was performed. Endoscopic biopsies of the stricture revealed benign non-specific inflammatory changes. Balloon dilation of the rectal stricture was performed during the initial colonoscopy and 3 and 9 days later. Triamcinolone acetonide was injected into the stricture site with endoscopic guidance during the third dilation procedure. The patient has been monitored for over 27 months; follow-up indicates no signs of tenesmus and repeated rectal examinations reveal no stricture recurrence. This case report demonstrates that endoscopic balloon dilation with intralesional steroid injection represented a minimally invasive and effective option for the treatment of a benign rectal stricture in this cat, and deserves further prospective investigation.
Gesundheitsinformation.de und Informationsbedürfnisse: Aktueller Stand und Herausforderungen
Authors: Bastian Hilda , Waltering Andreas , Zschorlich Beate
Published: July 2010

Einleitung

Evidenzbasierte Gesundheitsinformationen veröffentlicht das Institut für Qualität und Wirtschaftlichkeit im Gesundheitswesen (IQWiG) seit 2006 auf der Website Gesundheitsinformation.de. Allerdings ist wenig bekannt, wie und wonach im Internet nach Gesundheitsinformationen gesucht wird. Es fehlt an Daten und allgemein anerkannten Methoden. Daher liegt ein Schwerpunkt darauf, Informationsbedürfnisse von Bürgern in Erfahrung zu bringen. Lesen Sie, wie das Institut dabei methodisch vorgeht.
Risikokommunikation im Gesundheitswesen
Authors: Vahle Torben , Hornberg Claudia
Published: July 2010

Einleitung

Risikokommunikation dient der Vermittlung von komplexen Inhalten zur Eintretenswahrscheinlichkeit eines Ereignisses und möglichen Folgen. Der Prozess fokussiert in erster Linie auf den Informationstransfer zwischen ‚Experten‘ und ‚Laien‘. Im Kontext der Risikokommunikation im Gesundheitswesen ist es wichtig die Informationen so zu präsentieren, dass alle relevanten Inhalte den jeweiligen Zielgruppen entsprechend vermittelt werden.
Entertainment-Education als Strategie für die Prävention und Gesundheitsförderung
Authors: Lampert Claudia
Published: July 2010

Einleitung

Entertainment-Education bezeichnet eine Kommunikationsstrategie, bei der präventive oder gesundheitsfördernde Botschaften gezielt in ein Unterhaltungsangebot integriert werden, um insbesondere diejenigen zu erreichen, die sich nicht für Gesundheitsthemen interessieren bzw. nicht gezielt danach suchen. Der Beitrag gibt einen kurzen Überblick über die dahinter liegende Idee und zeigt am Beispiel von TV-Formaten und Computerspielen (Serious Games) Potenziale und Grenzen dieser Strategie auf.
Green International Wine Marketing
Authors: Pugh Mary , Fletcher Richard
Published: July 2010

The Banrock Station brand, owned by wine producer BRL Hardy, has been highly successful in the UK and USA, and in the Australian premium wine market. In part, success has arisen from the positive attributes of being a ‘new world’ wine, but the case study shows that it is branding as a ‘green’ wine that supports conservation activities that has given Banrock Station a distinctive edge. The experience of BRL Hardy points to a number of key lessons in international marketing that may help other companies break free from the competitive pack.
The Ethicality of Using Fear for Social Advertising
Authors: Arthur Damien , Quester Pascale
Published: July 2010

While a substantial body of literature has examined the effect of fear appeals in advertising, few, if any, studies have looked into the ethicality of using such threatening messages, particularly for socially desirable outcomes. In this paper, a review of the different theories of ethics leads to the development of an empirical study where the effects of using both physically and socially threatening messages to encourage juveniles to develop anti-smoking behavioural intentions were tested. Using the data collected from a convenience sample of about 250 undergraduates from the University of Adelaide, the results show that fear appeals may indeed be perceived as unethical, even when used for socially desirable purposes. Moreover, social threats were perceived as more unethical and generated less fear than physical threat, suggesting that their use may be counter productive with this type of population. Finally, ethicality did not appear to relate necessarily to change in behavioural intentions.
Corporate Social Action Patterns in Contrasting Market Settings
Authors: Quazi Ali , Rugimbana Robert , Muthaly Siva , Keating Byron
Published: July 2010

This paper presents the results of a survey of Australian and Bangladeshi corporate managers’ response patterns in the food and textile sectors to increasing demands for improved corporate social performances. Based on an analysis of six internal and external decision areas using Analysis of Variance (ANOVA), significant differences were found in corporate action between countries and within selected industries. Australian managers were more likely to act on the internal marketing decision areas (product, price, distribution and communication), Bangladeshi managers tended to act on external environmental decision areas. The strategic implications of these findings are that macro- and micro-environmental variables and government and business capabilities in diverse settings significantly influence managerial actions on social responsibility pressures.
New Zealand Adolescents’ Perception of Smoking and Social Policy Implications
Authors: Kwai-Choi Lee Christina , Buchanan-Oliver Margo , Johnstone Micael-Lee
Published: July 2010

The aim of this paper was to explore the attitudes and associations of smoking among adolescents to highlight the implications for the development of social policy. We report the results of a study based on a series of in-depth focus group discussions among school children. Several themes are identified, providing some indication of the susceptibility factors that can lead to smoking behaviour: the perception of infallibility despite knowledge of smoking related diseases; social influences from friends and family; the desire to experiment; and stress. The social policy initiatives recommended include the creation of anti-smoking messaging for cinema audiences in order to counteract the effect of aspirational role models. Targeting anti-smoking education programmes at the primary school level, extending current initiatives addressed at Maori and Pacific Island populations to pre- and primary-school education, and encouraging family involvement in these education programmes are also recommended. The reframing of current physical threatthemed media communication to focus more on social threat themes, and the widening of the media mix to reflect adolescent audience use are believed to be effective.
Female Gender Images in Adolescent Magazine Advertising
Authors: Napoli Julie , Murgolo-Poore Marie , Boudville Ian
Published: July 2010

Since the late 1960s, research into gender stereotypes in advertising has been prolific. The emergence of more magazines that target children and adolescents raises the question of whether the female images portrayed in these publications reinforce prevailing stereotypes of women and portray diversity in ethnicity. This study examines the female images shown by advertisers in the Australian editions of Barbie, Girlfriend and Dolly magazines. Findings indicate there is limited diversity in physical attributes as well as ethnicity of the models portrayed in these publications. Limitations are noted and future research issues are discussed.
Predicting Willingness to Donate Blood
Authors: Holdershaw Judith , Gendall Philip , Wright Malcolm
Published: July 2010

New Zealand shares a common problem with other countries: a shortage of blood donors. Approximately 4% of New Zealand's total population donate blood, yet up to 20% may need to receive donated blood or blood products. However, there has been little success in accurately predicting willingness to donate blood, and greater knowledge is needed of those variables most likely to predict potential donors’ behaviour, so that efforts to increase the number of blood donors can be effectively directed.

This study compared the predictive ability of Ajzen's theory of planned behaviour, based on the measurement of attitudinal variables, and Labaw's behavioural approach, in the context of willingness to donate blood. The findings indicated attitudinal variables were better predictors of behavioural intentions but a behavioural approach better predicted reported donation behaviour. This result provides support for further study of the framework proposed by Labaw.
Components of Wine Prices for Australian Wine: How Winery Reputation, Wine Quality, Region, Vintage, and Winery Size Contribute to the Price of Varietal Wines
Authors: Ling Bith-Hong , Lockshin Larry
Published: July 2010

Australian wines are identified by the varietal names of the grapes rather than the regions as in France and other traditional wine producing countries. This paper uses the concept of hedonic price theory to investigate a range of extrinsic characteristics’ ability to predict prices for different climate regions (warm and cool) and four major wine varieties of Australian wines, two reds (shiraz and cabernet) and two whites (chardonnay and riesling). The effects of winery reputation (wine company/brand), winery size (production scale), age of the wine, and region of origin (wine grape source) contributing to the relationship between price and quality attributes of Australian wines are investigated, based on 1880 observations of bottled wines. Wine quality rating and winery/brand reputation have major effects on the price, while region and size of winery have differential effects depending on the variety of grape. Vintage has only a minor effect.
A Contingency Model of Export Entry Mode Performance: The Role of Production and Transaction Costs
Authors: Wilkinson Ian F. , Nguyen Van
Published: July 2010

A contingency theory of entry mode performance is developed based on transaction cost analysis as well as production cost theory and the temporal and embedded nature of exchange relations. This is tested using the results of a nationwide survey of Australian manufacturers export entry modes and, unlike much previous research, correction is made for self selection bias in the sample using the Heckman procedure. The results demonstrate the importance of production as well as transaction costs in determining the most profitable export entry mode and that failing to correct for self selection bias can lead to misleading results and incorrect normative recommendations for management.
International Brand Management and Strategy – the Case of I Nuovi Cosmetics
Authors: Wee Thomas Tan Tsu
Published: July 2010

The objective of this case study was to examine the success of I Nuovi Cosmetics Singapore Pte Ltd (INC). INC utilized a very international approach in its operations, from the portrayal of I Nuovi as an international brand to the outsourcing of production overseas. To better understand its international operations, the USA and Japan markets are discussed in greater detail. Marketing strategy adaptations have been made in each country due to economic, cultural and legislation differences.
Market Segmentation Strategy, Competitive Advantage, and Public Policy: Grounding Segmentation Strategy in Resource-Advantage Theory
Authors: Hunt Shelby D. , Arnett Dennis B.
Published: July 2010

Market segmentation is one of the most widely accepted concepts in marketing. Its fundamental thesis is that, to achieve competitive advantage and, thereby, superior financial performance, firms should (1) identify segments of demand, (2) target specific segments, and (3) develop specific marketing “mixes” for each targeted market segment. However, understanding the competitive circumstance in which segmentation strategy will work requires an understanding of the process of competition. That is, segmentation must be grounded in competition theory. This article examines the nature of market segmentation strategy and identifies the characteristics that a theory of competition must possess if it is to provide a theoretical foundation for it. The criteria are argued to be that a grounding theory must (1) provide for the existence of demand heterogeneity, (2) justify why firms would choose to produce and market a variety of market offerings, and (3) explicate a mechanism by which a market segmentation strategy can lead to superior financial performance. This article argues that resource-advantage theory, a process theory of competition, meets these criteria and, therefore, provides a theoretical foundation for market segmentation strategy. Furthermore, it argues that the use of market segmentation promotes public welfare by prompting the innovations that foster firm-level, industry-level, and societal-level productivity.
Doctoral Coursework is Needed in Australasia
Authors: Alpert Frank , Kamins Michael A.
Published: July 2010

The formal structure of most Australasian marketing doctoral programs is still thesis-only. This Commentary presents the perspective that this structure is not ideal for today's academic environment. We argue for the importance of coursework in a doctoral student's education. The argument should be relevant to all thesis-only social science and business doctoral programs, but our focus is on the case of marketing in Australasia. Students having coursework may develop stronger research skills than thesis-only students, thus thesis-only students would generally be at a disadvantage in terms of achieving publication in higher-ranking international journals. Coursework clearly helps to broaden and deepen a student's knowledge of research methods, but it also helps with the subtle and tacit skills of judging research quality.
Network Analysis in Marketing
Authors: Webster Cynthia M. , Morrison Pamela D.
Published: July 2010

Understanding relationships is fundamental to marketing. Research has moved beyond simple dyadic relations to examine how networks of relations influence behaviour. While network theory is frequently drawn upon in marketing, few researchers apply the formal network analytical techniques developed. The aim here is to make network analysis more accessible. In this paper we discuss the basic data requirements and use a large business-to-business communication network to demonstrate a number of network measures and theories that have been applied in marketing studies.
A Study of Perceptions regarding Service Firms’ Attitudes towards Exporting
Authors: Patterson Paul G.
Published: July 2010

The globalization of business has created increased opportunities for the export of a wide range of services. However to date, no study has examined the attitudes, motives and characteristics that propel some service firms to embark on an internationalization path. This study of three hundred and fifty Australian service enterprises examines perceptions and attitudes towards exporting. A theoretical model was developed based on the Resourced Based View, the Theory of Reasoned Action and the Stages of Internationalization approach, and then empirically tested. Based on a logistic regression model, perceptions of the benefits of exporting were found to significantly differentiate exporters from nonexporters, however surprisingly, not so risk perceptions. Exporters were also distinguished by higher R&D intensity and characteristics of key marketing personnel. The major obstacles to internationalization were barriers such as commitment and preparedness to invest in entry costs, lack of international marketing expertise and foreign contacts, and degree of competitive intensity in international markets.
Seven Reasons Why Marketing Practitioners Should Ignore Marketing Academic Research
Authors: November Peter
Published: July 2010

This article seeks to explain why marketing practitioners should continue to ignore marketing academic research. The reasons are organized into seven categories: customers, structure, causality, reductionism, precision, generalisations and replication. Evidence is drawn mostly from award winning articles. In the short term, the author advocates removing claims of usefulness from academic work, celebrating its academic value and maintaining the gap between academics and practitioners. In the long term, he anticipates the development of new approaches to academic work that might bridge the academic/practitioner gap.
Perceptions of Marketing Journals by Senior Academics in Australia and New Zealand
Authors: Mort Gillian Sullivan , McColl-Kennedy Janet R. , Kiel Geoffrey , Soutar Geoffrey N.
Published: July 2010

Increasingly, business schools are under pressure to produce quality outputs, including high quality international refereed journal publications. Understanding senior Australian and New Zealand marketing academics’ views of journal quality is valuable to individual scholars and to the marketing discipline. This paper presents the findings of a study of such perceptions provided by senior academics in Australia and New Zealand. A survey containing a comprehensive list of 73 journals was sent to all professorial members of ANZMAC and Heads of Marketing Schools in Australia and New Zealand, with an overall response rate of 45%. Respondents rated the journals on a 5-point quality scale and means of ratings were used to establish overall rank. The results suggested that, while senior faculty in Australia and New Zealand have their own distinct perceptions of journal quality, these views are not inconsistent with international views. The implications of the results and directions for future research are discussed.
Empirical Generalisation in Marketing
Authors: Uncles Mark D. , Wright Malcolm
Published: July 2010

An empirical generalisation is a relationship between two or more variables that has been observed across a range of conditions. By knowing that an observed relationship holds under a range of conditions (and that it does not hold under other conditions) it is possible to use knowledge of the relationship for practical purposes, such as making routine predictions and stating principles. It is also possible to start to theorise why the relationship occurs, and why it holds under some conditions and not others, thereby moving from empirical description to theory-building. The importance of this form of knowledge for marketing is examined. Practical measures are suggested to encourage the search for empirical generalisations.
Consistent Consumer Responses to Price Changes
Authors: Scriven John , Ehrenberg Andrew
Published: July 2010

A variety of exploratory laboratory–style tests compared brand–choices at different controlled prices. This has led to consistent findings across different brands and products (including durables and services) and other conditions.

Price elasticity, rather than being a specific characteristic of a brand, varied consistently with the competitive context, such as proximity to competitors’ prices, brand share, how overt the price change was, and consumer characteristics such as being younger, or a light buyer of the brand. Measurement procedures affected the size of the effects, but the relative patterns persisted.

Such results can provide a grounded base for developing and testing pricing hypotheses.
The Stochastic Nature of Purchasing a State'S Lottery Products
Authors: Mizerski Dick , Miller Rohan , Mizerski Katherine , Lam Desmond
Published: July 2010

Legal State Lotteries have significant effects on those state's revenues, their residents’ behaviours and their ultimate welfare. Reported Lottery product purchase appears to reflect patterns that suggest high levels of habitual behaviour. Analysis of a US State's Lottery data found that this pattern was exhibited early in a game's introduction, and was evident in three apparently different product offerings: six-number and three-number Lotto, and Instant (scratch-off) games. These findings have important implications for understanding gambling behaviour, lottery marketing and gambling regulation.
Brand and Advertising Awareness: A Replication and Extension of a Known Empirical Generalisation
Authors: Romaniuk Jenni , Sharp Byron , Paech Samantha , Driesener Carl
Published: July 2010

From analysis of over 39 categories Laurent, Kapferer and Roussel (1995) found that top of mind, spontaneous and aided brand awareness measures have the same underlying structure. The difference in scores appears due to the difficulty of the measure. We have successfully replicated this work and extended it to similarly structured advertising awareness measures. However, additional analyses then revealed that while there is a good category level fit, modelling a single brand over time is less successful. Indeed, Laurent et al.'s excellent cross-sectional fit appears due to substantially different levels of salience between larger and smaller brands. This suggests that while the different types of awareness tend to vary with a brand's overall level of salience, this does not mean that the different measures simply reflect a single underlying construct. Further, our finding challenges the previous authors’ claim that knowing the score for one measure allows the estimation of the score for another measure. Instead, the model provides useful norms against which to compare actual scores.
Testing Dick and Basu'S Customer Loyalty Model
Authors: Garland Ron , Gendall Philip
Published: July 2010

A widely cited model of customer loyalty is the typology proposed by Dick and Basu (1994) that depicts loyalty as a two-dimensional construct involving relative attitude and repeat patronage. However, while Dick and Basu conceptualise the loyalty construct, they do not operationalise it or provide empirical evidence of its predictive ability. This paper reports a test of the predictive ability of Dick and Basu's model in personal retail banking. The study is a replication of East, Sinclair and Gendall's (2000) research on loyalty in supermarket shopping, from which these authors concluded there was little support for Dick and Basu's loyalty typology.

Our study found that, in some circumstances relative attitude was a better predictor of bank loyalty than banking behaviour, while in others share of wallet (a proxy measure for repeat patronage) was better. Like East et al. (2000), we found no evidence that the prediction of customer loyalty was enhanced by the inclusion of a term for the interaction between attitude and behaviour. Nevertheless, our findings suggest that Dick and Basu's model may have some validity in subscription-type markets, like banking, where brand portfolios tend to be small and customer churn rates are relatively low.
The Effect of Corporate Image in the Formation of Customer Loyalty: An Australian Replication
Authors: Hart Allison E. , Rosenberger Philip J.
Published: July 2010

Using a mall-intercept survey of 116 female Grace Bros. customers who had had a shopping experience at the upmarket department store in the previous six months, Andreassen and Lindestad's (1998) model of corporate image and its influence on customer loyalty was evaluated using path analysis. The results are generally consistent with the previous study, with corporate image having a significant impact on core service and customer satisfaction perceptions. Corporate image was found to have only a marginally significant direct influence on customer loyalty, though the total effects of corporate image (both direct and indirect) on customer loyalty are much more substantial.
Socialisation through Consumption: Teenagers and the Internet
Authors: Lee Christina K.C. , Conroy Denise M.
Published: July 2010

In this exploratory research we were interested in how teenagers consume the internet, and how these experiences help to shape them as consumers. Through a series of interviews and observations, we discovered that the internet provides an environment where adolescents observe and learn attitudes and behaviours within global communities, they learn to become members of global communities and, importantly, we learned that teenagers consume the internet as an experiential, rather than as an economic, activity. Interestingly, this research also demonstrated that adolescents’ consumption of the internet promoted active, as opposed to passive, socialisation processes. We discuss the potential impact these findings may have for both the way researchers approach adolescents as a consumer group, and the implications for policy makers concerned with regulating marketing approaches to adolescent consumers. We conclude with possible future research directions of interest to academics.
To Segment or not to Segment? An Investigation of Segmentation Strategy Success under Varying Market Conditions
Authors: Dolnicar Sara , Freitag Roman , Randle Melanie
Published: July 2010

A computer simulation study is conducted to explore the interaction of alternative segmentation strategies and the competitiveness of the market environment, a goal that can neither be tackled by purely analytic approaches as there is neither sufficient and undistorted real market data available to deduct findings in an empirical manner. The fundamental idea of the simulation is to increase competition in the artificial marketplace and to study the influence of segmentation strategy and varying market conditions on organisational success. Success/failure is measured using two performance criteria: number of units sold and survival of organisations over 36 periods of time. Three central findings emerge: (1) the more competitive a market environment, the more successful the concentrated market segmentation strategy; (2) increased levels of marketing budgets do not favour organisations following a concentrated segmentation strategy; and (3) frequent rethinking and strategy modification impairs organisations that concentrate on target segments.
Repositioning New Zealand Venison: From Commodity to Brand
Authors: Beverland Michael B.
Published: July 2010

This case study examines the brand repositioning strategy of the New Zealand Game Industry Board's brand program ‘Cervena’. Two lessons are derived from the case. Firstly, the program is an example of an organisation attempting to initiate a market orientation in a product oriented industry. Implementing a market orientation involves undertaking changes to key industry assumptions and developing supportive processes to reinforce market-oriented cultural values. Reinforcing these values will help ensure high quality market-oriented behaviours. Secondly, branding in B2B markets involves establishing a reputation with business buyers and an aspirational position with end consumers.
Identifying and Measuring “Australian Values”
Authors: Rossiter John
Published: July 2010

This article criticizes the “values” component of the proposed Australian citizenship test. A comparison is made with Rokeach's values and with existing Australian School Values (from DEST) and the author identifies a set of “Real Aussie Values” that in his view represent normative Australian beliefs about how our citizens should behave. He argues, however, that it should be an unconstitutional restriction of free speech (which includes freedom of beliefs) to require prospective citizens to endorse values and that ideal Australian values can only be acquired by voluntary socialization.
Researching Word of Mouth
Authors: East Robert
Published: July 2010

In the social sciences there are a number of important topics that do not lend themselves to experimentation or direct observation. The socialisation of children and the formation of delinquent gangs are examples. In consumer behaviour, word of mouth (WOM) is of this type. We know that WOM is the medium whereby much change comes about but research on this topic is limited by the methods available. Ideally, we would observe WOM as it occurs and monitor the consequences. In practice, WOM occurs too infrequently and any effect may be delayed so that direct observation is impossible. In this paper, I criticise the other methods and present some findings using two different methods.
The Production and Consumption of Marketing Theory
Authors: Wilkinson Ian F. , Gray David M.
Published: July 2010

The production and consumption of marketing theories are subject to two different technologies and processes that are not always mutually compatible. This gives rise to various types of discrepancies between academic marketing theories and those demanded by managers. We identify the main types of discrepancies and link them to the nature of the marketing theory consumption process of managers, and draw parallels to the problems of matching demand and supply in the markets for products and services. Our analysis provides a different perspective and deeper understanding of the statement “it is all very well in theory but no good in practice” and offers ways of addressing the issues involved that draw on some aspects of marketing logic.
On a Theory of Markets and Marketing: From Positively Normative to Normatively Positive
Authors: Vargo Stephen L.
Published: July 2010

Marketing science is built on a foundation of economic science, which in turn is founded on Adam Smith's normative notions of how to create national wealth in the context of industrialization, rather than on a positive theory of economic exchange. This paper explores the formation of economic theory, discuss its role as a foundation for marketing theory, suggest the need for a positive theory of the market that is relatively independent of economic theory, and point towards a possible path for its development.
Assessing Sources of Competitive Advantage in a Service-Dominant World
Authors: Gray Brendan J. , Matear Sheelagh , Deans Kenneth R. , Garrett Tony
Published: July 2010

Vargo and Lusch (2004), in their award-winning Journal of Marketing article, have called for a paradigmatic shift in marketing to a service-dominant logic. This paper discusses research findings of the Marketing Performance Centre (MPC) into service firm marketing practices and performance and reflects on how sources of advantage should be assessed in a service-dominant, relational and co-created value context.
Researching the Service Dominant Logic – Normative Perspective versus Practice
Authors: Winklhofer Heidi , Palmer Roger A. , Brodie Roderick J.
Published: July 2010

Based on the key building blocks of S-D logic we review empirical studies in these areas to provide preliminary evidence on the adoption of S-D Marketing. We conclude providing a discussion about an instrument to measure S-D Marketing.
Moving towards the Service-Dominant Logic – a Comment
Authors: Sweeney Jillian C.
Published: July 2010

The Service Dominant Logic has generated a great deal of debate in the marketing domain, in particular within services marketing. However, the logic is still in its infancy, thus there is a raft of questions and issues relating to its relationship with other paradigms, its further conceptualisation and its measurement. These points are briefly addressed in this paper. The paper concludes that the paradigm may be more appropriate in some contexts than others and that a multi-paradigm approach is required in most cases. Focussing on the central S-D logic tenet of customers coproducing the service, thus cocreating value, evidence is presented from two consumer research projects on customer empowerment and customer participation that may assist in future operationalisation of the S-D logic.
The Moderating Influence of Enjoyment on Customer Loyalty
Authors: Lee Richard , Murphy Jamie
Published: July 2010

As youth use mobile services for utilitarian and hedonic purposes, their evaluations of mobile service providers may relate to cognitive determinants of service quality, value, and switching costs as well as to affective enjoyment. The findings showed that cognitive determinants related significantly to loyalty, but enjoyment did not. A follow-up investigation suggested that enjoyment moderated relationships between these cognitive determinants and loyalty. Service quality and value related more to loyalty when enjoyment was low, implying that youth who used mobile services for utilitarian purposes were mainly concerned with the services’ quality and value. Conversely, switching costs related more to loyalty when enjoyment was high. Youth who enjoyed common mobile services with peers perceived barriers to switching because using different mobile service providers might distance youth from their peers. This study extends research on hedonic consumption, particularly with Australian youth and mobile services, and offers future research and managerial implications.
Cooperative Brand Alliances: How to Generate Positive Evaluations
Authors: Dickinson Sonia J. , Heath Tara
Published: July 2010

This paper examines consumer evaluations of cooperative branding alliances (co branding) in a consumer marketing context. These co branding alliances are described as the pairing of two or more brands to form a separate and unique product, with their success being reliant on producing positive consumer evaluations. Data was gathered from 194 respondents with qualitative and quantitative findings showing that in order to achieve positive consumer evaluations of co branded offerings, brand partners independently require positive parent brand attitudes as a precondition. Furthermore, high levels of perceived parent brand fit is also a requisite for creating favourable co brand evaluations, albeit the moderating influence of ‘parent brand fit’ on how consumers evaluate co brands received mixed results.
Brand Loyalty Dynamics — China'S Television Brands Come of Age
Authors: Bennett Dag
Published: July 2010

This article reports an analysis of purchase records over three years that was designed to test the extendibility of previous findings for brand loyalty and switching in the new context of China. It shows that Chinese consumers are most likely to switch brands of television when they buy a new set, and generally switch to larger, growing brands, a pattern common to other markets. This research is a substantive addition to our understanding of marketplace dynamics as revealed by brand performance measures (BPMs). It reveals the evolution of the underlying structure of the Chinese TV market and highlights its changes—largely the growing domination of big local brands. This change is reflected not only in switching, but also in loyalty figures that show Chinese consumers becoming more loyal as the market stabilizes. The conceptual implication of this study is that loyalty modelling can be contextualized for marketplace dynamics. The management implications are that small sets of survey data can be usefully employed to reveal underlying market structures. This is especially helpful in data-poor markets and categories.
Understanding Foreign Policy Decision Making
Authors: Mintz Alex , DeRouen Jr Karl
Published: July 2010

Understanding Foreign Policy Decision Making presents a psychological approach to foreign policy decision making. This approach focuses on the decision process, dynamics, and outcome. The book includes a wealth of extended real-world case studies and examples that are woven into the text. The cases and examples, which are written in an accessible style, include decisions made by leaders of the United States, Israel, New Zealand, Cuba, Iceland, United Kingdom, and others. In addition to coverage of the rational model of decision making, levels of analysis of foreign policy decision making, and types of decisions, the book includes extensive material on alternatives to the rational choice model, the marketing and framing of decisions, cognitive biases, and domestic, cultural, and international influences on decision making in international affairs. Existing textbooks do not present such an approach to foreign policy decision making, international relations, American foreign policy, and comparative foreign policy.
Biodesign
Authors: Zenios Stefanos , Makower Josh , Yock Paul , Brinton Todd J. , Kumar Uday N. , Denend Lyn , Krummel Thomas M.
Published: July 2010

Recognize market opportunities, master the design process, and develop business acumen with this 'how-to' guide to medical technology innovation. A three-step, proven approach to the biodesign innovation process - identify, invent, implement - provides a practical formula for innovation. The experiences of hundreds of innovators and companies, in the form of case studies, quotes and practical advice, offer a realistic, action-orientated roadmap for successful biodesign innovation. Real-world examples, end-of-chapter projects, and Getting Started sections guide the reader through each of the key stages of the process and provide a template to create their own new medical devices. Addressing common medical, engineering, and business challenges to develop well-rounded expertise, this book is the complete package for any biodesign entrepreneur. The text is supported by valuable resources, including up-to-date industry changes: found at ebiodesign.org.
A diachronic frequency account of the allomorphy of some grammatical markers
Authors: BERG THOMAS
Published: July 2010

Allomorphy is a reaction of the morphological system to problems that the unrestrained application of inflectional and other rules creates at the phonological level. These problems are dealt with in some cases but left unattended in others. A diachronic analysis of English reveals that phonemically conditioned allomorphy originates from gradual sound change, with the old and the new variant forming a morphophonological paradigm. The historical stability as well as the synchronic motivation of allomorphy are claimed to be frequency-based. The higher the frequency, the longer the life expectancy. Synchronically, there is a (language- and domain-specific) frequency threshold above which morphophonological variation occurs and below which it fails to occur. The underlying logic of the model is that frequency encourages lexicalization at all linguistic levels. The relative ease with which high-frequency items are accessed enhances the tolerance towards formal variation, hence the emergence of natural phonological rules. As the application of these rules is context-dependent, allomorphy arises as a context-sensitive process. Repair strategies are also argued to be under the sway of frequency. Epenthesis is found in highly frequent structures while coalescence is reserved for less frequent ones. Frequency also determines the scope and the optionality of morphophonological rules. Phonemically governed allomorphy is shown to be a member of the larger family of variationist phenomena which are bound together by their sensitivity to frequency.