高峰对话 唐·舒尔茨：品牌传播的杠杆法则 低成本也能做出大品牌

品牌是企业成长最重要的驱动力之一,这已是企业界的共识。虽然中国产品早已与国际品牌同台竞技,但在全球排名前20的品牌中,仍然没有中国企业的身影;在中国排名前10的品牌中,基本是电信或银行等国有垄断型企业。多年来,中国产品一直是廉价和OEM的代名词。如何在全球建立中国制造的优秀品牌形象,使之摆脱低成本和廉价印象？如何打造中国自己的强势消费类产品品牌？     

Vertical integration in petrochemicals—2. Strategies and problems

In Part 1 of this series of three papers, the methods of measuring vertical integration and related concepts were discussed. Part 3 will describe the analysis of some 10 large chemical companies and the problems of developing and interpreting the data. In this Part 2, the conditions under which companies become vertically integrated are discussed. It is helpful to do this in two ways, looking first towards the suppliers, ‘upstream’ or backwards, and then towards the customers, ‘downstream’ or forwards. Some of the concepts have already been developed in the literature, others have arisen in debates with marketing colleagues over many years and it is not now possible to make detailed acknowledgments.     

Corporate product planning: A vector analysis approach

This article presents one approach for reviewing corporate product decisions using vector analysis. Vector analysis is a relatively little used technique in business; however, it is helpful in dealing with marketing problems involving more than two major variables. This technique is especially useful to marketing executives since it can provide information for allocating resources to each brand in the product line.The companies in which this technique may be applied share certain characteristics: all have multi-products which are substitutable and distributed nationally; all depend on marketing as an important part of their operations and all use marketing research on a regular basis.     

Employability skills for future marketing professionals

This study investigates how digital transformation has disrupted the marketing career path by analysing the most in-demand marketing skills and identifying opportunities for future marketing professionals. Through a content analysis of job advertisements and a cross-country survey of marketing professionals, the study proposes a framework defining the skillset required of marketing professionals to start and move forward in their career. The study identifies five employability skill categories and 29 skills and capabilities. The relevance of such categories is also analysed across lowly and highly digitalised firms. This research contributes to the debate on the employability of new graduates and provides useful directions to universities, tertiary education institutions, and companies to support the marketing talents of the future.     

信息与传播技术企业的竞争与营销战略

我们生活在信息社会,在这个新的时代,先进技术被迅速转化成高科技产品,因此越来越多与ICT相关的高科技产品已逐渐进入家庭、办公室和公共场所。ICT这种新的媒介在不远的将来将彻底改变公司管理顾客事务的方式。所以,努力获得ICT产业的竞争优势对任何国家的经济或企业来说都是非常重要的议题。虽然,在高科技对市场营销战略的影响的研究方面已经产生了一些理论成果,但是,现有的研究中还没有直接讨论高科技对市场营销战略和实践的影响。了解ICT企业独特的市场营销战略与实践是现今企业生存和发展的必要课题。     

Marketing planning in India—A survey

This paper describes the response to a study of the marketing planning function in large-size companies in India and the techniques used to assess the level of sophistication achieved. The authors analyse their findings and conclude that although a high level of sophistication had not yet been achieved, the process was accelerating and there was a positive relationship between the size of the company and its profitability and the accompanying level of marketing planning sophistication.     

Where marketing planning fails

This article discusses the results of a recent study of marketing planning in U.K. manufacturing companies. A sample survey revealed some strengths in marketing planning, but also revealed many weaknesses. For example, only a small proportion of companies prepare a comprehensive marketing plan. These identified weaknesses suggest that, in many situations, marketing planning has failed and the author suggests where it has failed. After discussing the results in detail, the author summarizes the identified strengths and weaknesses and suggests several implications for managers who are responsible for marketing planning.     

An Empirical Study of the Alignment Between Manufacturing and Marketing Strategies

It is widely recognised that manufacturing can be a formidable competitive weapon if equipped and managed properly, and that to achieve this success a company must have the correct alignment of manufacturing and marketing strategies. The authors considered there to be a need for empirical research into the effect of such methods within industry today. Their research was based on two questionnaires: the first was sent to 319 companies looking at levels of integration, the second to 20 of the responding companies concentrating on the development process and content of their individual strategies. Known models, internal integration and formal procedures were also investigated, none of which seem to be fully functional within any of the companies contacted. It became evident that the size of the company must be taken into consideration when formulating development plans, and that communication, cross-functional teams and formal product development techniques are essential to the success of any marketing strategy.     

Japanese marketing strategies in the United Kingdom

This article is based on a study which examined hypotheses about Japanese marketing using a matched sample of British companies and their major Japanese competitors. Japanese subsidiaries in Britain were shown to be much more marketing-oriented, more responsive to strategic opportunities, and more single-minded in their pursuit of market share. Organizationally, there were few differences between the two groups. The Japanese subsidiaries, however, were more inclined to use product or market-based divisions and continuous, informal planning and control procedures. The result is that managerial focus and responsibility are centred upon overall product-market rather than financial or production performance, with continuous feedback facilitating rapid adaptation and implementation of marketing plans and strategy.     

Manuals for Environmental Dialogue

One of the essential factors in enhancing the motivation of companies for increasing environmental efforts is to improve their ability to conduct a positive dialogue on environmental issues with clients and other stakeholders. Efficient communication is a precondition if attention to environmental issues is to contribute to maintaining or increasing market share.But until now many companies have been focusing on putting their own house in order, and expecting that the marketing impact would more or less come of its own. Today, many Danish companies admit that a serious and targeted effort is needed in order to turn a high environmental profile into marketing advantage.The opportunity for companies gaining competitive advantage from environmental management systems and other pollution prevention activities increasingly depends on the ability to communicate attitudes and performance to the stakeholders. The responsibility for environmental communication is often assigned to the person responsible for environmental issues. They will have both the technical insight and the environmental knowledge, but will often need communication skills and, most important, tools to carry out the communication task.Requirements for communication skills on environmental issues have grown, especially because the market's and the public's interest in environmental issues concerning production and product impacts increases day-by-day.In Denmark, authorities are focusing on the fact that information on both production and products plays a key role. This focus is reflected in the Act on Green Accounts, the introduction of eco-labelling, as well as the initiatives taken by the Danish EPA under the enhanced Integrated Product Policy. These developments have caused companies in different sectors to look for tools for environmental communication.This article focuses on tools for improving environmental communications on environmental issues in general, and with different groups of stakeholders.     

Customer Behavior in an Online Ordering Application: A Decision Scoring Model*

This research presents the development of behavioral scoring models to predict future customer purchases in an online ordering application. Internet retailing lowers many barriers for customers switching between retailers for repeat purchases; thus, retaining existing customers is a key challenge for achieving profitability. Survey data were collected from 1,089 online customers of two companies. The subjective survey data were then used to predict purchases over the ensuing 12 months based on data from the company databases. The analysis illustrates the general applicability of predictive models of future customer purchases while also demonstrating the need to develop specific models tailored for an individual company's operating and marketing environment. The models provide insight on how companies can target marketing dollars more effectively and allocate investment across multiple operational areas for maximum return. The research answers a call for rigorous research in the area of predictive marketing, an area in which many companies are excelling but where there is a scarcity of detailed knowledge regarding application of such models.     

Relationship multiplexity,multiple resource acquisition,and export performance of emerging-market firms

Drawing on the relational view and absorptive capacity theoretical lens, we examine the relationship between relationship multiplexity, multiple resource acquisition and export performance of emerging-market (EM) firms participating in buyer-supplier relationships with developed-country multinational companies (DC MNCs). Based on a sample of 128 firms in aviation, furniture, steelworks, automobile, and electronic sectors, we find that relationship multiplexity is positively related to the capacity of EM firms participating in these inter-firm exchanges to acquire technological, marketing, and managerial resources from their DC MNC counterparts, with the most benefit occurring in the acquisition of technological and marketing resources. Furthermore, our study shows that as EM firms seek to enhance their export performance while supplying DC MNCs, it is their successful acquisition of technological and marketing resources, but not managerial resources, that are significantly associated with their superior export performance. Our study contributes to the extant literature by providing important insights into the specific sources of internationalization advantages and/or disadvantages for EM exporters by being suppliers to DC MNCs in multiplex relationships.     

网络口碑动机与口碑行为的关系研究

了解消费者网络口碑传播的动机与行为规律是企业制定针对性网络口碑营销策略的重要前提。本文在深入访谈和问卷调查的基础上,通过因子分析发现了消费者口碑传播的九种动机,并采用回归分析研究了动机与口碑传播行为的关系,发现社区兴盛、信息回报、情感分享、支持/惩罚商家、改进服务、提升形象和获得奖励这七种动机对口碑传播行为具有显著影响。     

内部营销对员工品牌内化行为的影响关系与路径研究——以服务型企业为例

基于5个典型案例企业,提出了品牌内部营销的构成要素(品牌培训、品牌沟通和品牌贡献激励),发现品牌内化的结果主要体现为员工的参与意识和参与行为。对保险、银行、酒店、通信4个行业中的113家企业实施问卷调查,分析了以上3个品牌内部营销要素对品牌内化员工参与的影响关系与路径,研究发现品牌培训对品牌内化员工参与意识和参与行为没有显著的影响;品牌沟通和品牌贡献激励2个因素更能有效地影响员工参与品牌内化的意识和行为。     

Research Notes on the Best British Companies: a Peer Evaluation of Britain's Leading Firms

The assessment of company performance is one of the major dilemmas facing the strategic researcher. This paper reviews the alternative methods available, then uses one approach, peer assessment, to produce a guide to British company performance. Britain's best companies are identified and their profiles are examined. Their declared financial strengths and relative weaknesses in marketing and innovation are identified.     

An empirical analysis of innovation strategies of biotechnology firms in the U.S.

The paper explores the strategies of biotechnology firms in the U.S. through a mail questionnaire study. Based on the responses of 89 companies we have developed strategy archetypes of these firms in R&D, marketing, and technology acquisition. In R&D, we found the firms to follow either incremental or radical strategy. In marketing, the firms use either a defender or an innovator strategy. In technology acquisition, firms differ in terms of their emphasis on licensing or developing new technology. The interrelationship among the strategy groups is weak. The R&D and technology acquisition strategies are related in the sense that aggressive technology strategy dictates radical R&D behavior with emphasis on development of new technology. We have found that firms following aggressive technology strategy tend to follow conservative marketing strategy. This is consistent with an earlier study by of German firms where it was found that firms tend to balance their technical and marketing risks. The paper also provides additional information about the factors considered to be important in product decisions for various strategies.     

制造企业服务业务扩展及其认知因素研究

制造企业的竞争越来越激烈,几乎所有的企业都要面对快速反应多变市场和应对价格压力的要求,面对越来越小的产品利润空间和越来越复杂的客户需求,本文从对工业服务管理文献分析和制造企业的调查研究入手,揭示了制造企业从纯粹的产品生产者向客户支持方案提供者发展的转移趋势.通过对瑞士和德国30多家机器和设备制造企业进行的调查研究,说明了服务业务对制造企业在开发财务、营销和战略机会上的重要作用,并对转移过程中服务业务的扩展过程进行了总结.结合具体企业实践,本文对制约制造企业扩展服务业务中在管理动机上的认知因素进行了分析和研究.结合中国加入WTO后,中国制造企业将全面融入国际竞争的背景,本文期望对中国制造企业的发展和竞争地位的提高提供理论和实践上的指导.     

Thinking about a more sustainable business — an Indicators approach

TXU Europe is one of the leading integrated energy companies in the UK and a fast-growing player in the deregulated energy markets of continental Europe. Its services include electricity generation, energy trading, electricity distribution, and electricity and natural gas marketing. Formerly known as Eastern Group plc, TXU Europe is the European arm of global energy company TXU, which acquired Eastern in 1998 for £4.45 billion. At TXU Europe, we believe that sustainable development is about achieving economic growth — in the form of better living standards for all — while protecting and, where possible, enhancing the environment. This approach does not exclude business development and profit, but rather guides it along a route of environmental protection and social responsibility.     

行为合理化对销售人员灰色营销行为倾向的影响

以中国企业间购销关系为研究平台,基于卖方视角,以计划行为理论和营销道德理论为基础,实证检验行为合理化对销售人员的灰色营销行为决策的影响,特别是行为合理化的调节作用。运用情境法对148位销售人员进行问卷调查,使用SPSS 15软件进行多元层次回归分析。研究结果表明,计划行为理论对中国销售人员的灰色营销行为有很好的解释作用;行为合理化对销售人员的灰色营销行为没有直接影响,但是会调节不道德性评价和感知的选择自由度与灰色营销行为倾向之间的相关关系,而对感知的支持与灰色营销行为倾向之间的相关关系没有调节作用。     

Reaching the Board: Factors Facilitating the Progression of Marketing Executives to Senior Positions in British Companies

The scarcity of marketing executives on the boards of directors of large British companies has been the subject of much discussion in recent years. Yet empirical research into the antecedents of board membership for marketing managers has been sparse. This study surveyed senior marketers in 209 registered companies in the food and beverages manufacturing sector with the aim of establishing some of the main factors that distinguish marketing managers who had attained board level positions and those who had not. Possible determinants of board membership covered by the investigation comprised the personal background of the manager (elite credentials, functional specialism, knowledge of general and financial management, social behaviour, emotional intelligence), the competitive environment of the business, whether marketing performance was measured systematically, and the degree of the sales orientation of the firm.