关系营销范式下营销努力对客户行为的影响研究

关系营销范式日益得到理论界和实业界的认可,但却很少有研究着眼于不同关系营销努力能否对衡量关系营销绩效的不同客户行为产生一致的影响作用.本文重点研究了客户关系感知与关系营销手段--回报计划对客户重复购买行为与客户份额增加所产生的不同影响.结果显示,不同的关系营销努力对客户重复购买行为与客户份额增加所产生的影响是不一致的,情感承诺与回报计划有助于促进客户的重复购买,而客户满意感与价格公平感更容易影响客户份额的增加.     

The Economic Value of a Sustainable Supply Chain

The economic rationale to operate a global supply chain in a sustainable manner is developed. Arguments are made based on marketing, finance, and production theories that by engaging in socially responsible behavior the firm will increase sales, decrease costs, reduce financial risk, and increase profits, which will ultimately increase returns to the firm's shareholders. A model is developed of the mechanism by which modern production methods such as lean production and quality management result in sustainable corporate behavior that, in the long run, translates into higher stock valuations. The production effects cause marketing and financial risk effects that are complementary, and all three channels of influence synergistically result in higher stock values in the model. These effects also provide important benefits to other stakeholders of the firms including employees, customers, the environment, and the community. An important ethical issue in global supply chains is working conditions in foreign plants often leading to allegations of sweatshop labor conditions. This issue is used to illustrate how lean production practices can affectconsumers, employees, and financial risk. Conclusions from the sweatshop labor issue are shown to apply to other sustainability issues as well.     

Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing

The concept of value and, more specifically, customer value is of increasing interest to both academics and practitioners. This paper undertakes a substantial review of past and current literature on value and categorizes this considerable body of research into nine streams of literature. Building on the emerging relationship marketing paradigm, it then proposes a framework for relationship value management. Nine core streams of value literature are identified and discussed: consumer values and consumer value; the augmented product concept; customer satisfaction and service quality; the value chain; creating and delivering superior customer value; the customer's value to the firm; customer‐perceived value; customer value and shareholder value; and relationship value. To date, the core focus of most of this literature has been on the nature of value from the perspective of the organization and its customers – the customer–supplier relationship. However, it is argued that the emergence of the relationship marketing paradigm has emphasized the role of other stakeholders in building relationships. An existing multiple stakeholder model of relationship marketing, the six markets model, is introduced and is integrated with key concepts from the value literature to produce a conceptual framework for relationship value management.     

R&D/市场营销界面管理的实证研究

本文讨论了R&D/市场营销界面管理研究的概念框架。在此基础上对北京地区企业进行了大规模的R&D/市场营销界面管理实证研究,应用主因素及方差分析等数据分析技术,归纳出界面管理有关的四个主要因素,并对界面管理与企业技术战略关系及部门间对界面管理因素认识上的差异进行了深入分析。     

通过顾客关系服务化来强化顾客价值过程--顾客关系时代的营销新命题

本文建立在这样一个全新的观念基础之上,即营销资源和活动必须与企业所面临的目标顾客相互一致,同时,顾客价值不是由制造商或服务提供者创造的,而是由顾客在其价值创造过程中创造的.企业的资源、流程和能力并不是企业的生产(如产品)、管理(如网站)、财务(如结算)、法律(如顾客申述的处理)及其它活动过程的结果,而应当被视为顾客价值创造过程的投入要素.因此,供应商的作用是通过向顾客提供恰当的资源要素,如产品、服务、信息、服务补救、个性化关怀等来支持顾客价值创造过程,并与顾客资源形成互动,惟此,顾客才会感知到价值被创造出来.要以此方式运营,企业必须将自己看作是服务企业,而且真正地为顾客服务.为强化顾客价值的生成,企业必须将其客户关系中的所有要素"服务化"(Servicizing),无论是与制造或服务相关的,还是管理、财务或者法律等常规活动.这些常规活动通常属于"隐性服务"(HiddenService),它们在价值创造中的潜力没有得到应有重视.相反,这些要素对顾客价值的生成过程常常起到破坏而不是支撑作用."服务化"意味着要将所有与顾客关系相关的要素,不管它们的类型和特性如何,转化为顾客价值创造过程中的投入要素.最后,本文还探讨了在顾客关系管理时代,如何配置企业营销资源及营销规划等问题.     

CEO and Chairperson characteristics and firm performance

This paper focuses on the relationship between Chief Executive Officer (CEO) and Chairperson characteristics and firm performance. Specifically, the study examines the association between the characteristics of the CEO and the Chairperson of the board and firm performance. Using a sample of S&P 500 firms, the evidence found suggests that demographic and experience-related characteristics may be associated with the market valuation and financial performance of the firm. In particular, the reported results indicate a positive relationship between the presence of female CEOs or Chairs and firm performance, thus suggesting that gender-based differences may affect the CEO’s/Chairperson’s success. Moreover, the findings concerning the age of the CEO or Chair are mixed, while their experience and quality appear positively related to firm performance. Interestingly, a CEO or Chairperson holding multiple board seats is negatively associated with firm performance, whereas CEO duality has a positive relationship with Tobin’s Q and the return on assets (ROA) of the firm.     

面向网络营销企业的营销信号选择博弈分析

如何通过营销信号来降低电子市场逆向选择风险是影响网络营销企业业绩的重要因素.本文以两家企业垄断市场为例,建立了企业信号传递博弈模型.通过对分离均衡与混同均衡存在条件的分析,讨论了信号传递成本以及不同消费者群体所占比例对企业营销信号决策的影响.分析结果有助于网络营销企业在电子市场中选择营销信号.     

Dual class shares,board of directors’ effectiveness and firm’s market value: an empirical study

This study aims to identify whether a relationship exists between the controlling shareholders’ voting power and outside directors’ effectiveness in maximizing firms’ financial performance. We analyze a panel data with 3057 observations for the 2000–2012 period using a random effects model, logit and probit regressions, and the two-stage model of Heckman in the Brazilian stock market. Our findings show that firms whose controlling shareholders use dual class shares to leverage their voting power have less independence from the board and worse financial performance and market value. Further, the percentage of outside directors tends to be ineffective in increasing the firm’s value, and in changing the firm’s chief executive officer (CEO) when (1) the controlling shareholder’s voting power is leveraged, or (2) when the CEO assumes a position on the board of directors simultaneously. We interpreted that these results are in line with the arguments in favor of the existence of a new agency cost, which is related to the undue obedience of board members to authority, such as the largest controlling shareholder or the CEO in Brazilian listed firms.     

The Service Brand as Relationships Builder

This article examines the appropriateness of the notion and application of relationship marketing in various contexts. Theoretical and conceptual similarities between the broad notions of ‘the brand’ and of relationship marketing as risk reducers, simplifiers of choice and guarantee of quality are uncovered. We put forward a notion of relationship marketing as a further step in the branding process, whereby whenever perceived risk and consumer involvement are high, relationship marketing acts as a supplementary tool enabling consumers to maintain cognitive consistency and psychological comfort. Experts' opinions regarding branding in a service context expanded on these concepts. Especially for more intangible offerings, such as financial services, the experts stressed the use of corporate brand identity as the basis of relationship building both inside and outside the organization and as a means to achieve differentiation and provide the focus for homogeneous and consistent service delivery. Finally, we suggest the concept of the service brand as a holistic process beginning with the relationship between the firm and its staff and coming alive during the interactions between staff and customers.     

选择自由度对销售人员灰色营销行为倾向的影响

基于营销道德理论和计划行为理论,以中国企业间购销关系为研究平台,以卖方为视角,检验了销售人员的道德判断、企业默许和销售人员的选择自由度对销售人员灰色营销行为倾向的影响,选择自由度对销售人员道德判断和灰色营销行为倾向之间,以及对企业默许和销售人员灰色营销行为倾向之间相关关系的调节作用。结果表明:①销售人员的不道德性评价会降低销售人员的灰色营销行为倾向;②企业默许会提高销售人员的灰色营销行为倾向;③销售人员感知的选择自由度不但会直接降低其灰色营销行为倾向,还会调节或强化销售人员对灰色营销的不道德性评价与灰色营销行为倾向之间以及企业默许与灰色营销行为倾向之间的相关关系。最后,讨论了研究结果的应用。     

Entrepreneurial Marketing in Online-Netzwerken

A growing number of professionals use online social networks (e.g., Xing or LinkedIn) for business reasons by specifically promoting themselves. Especially executives and entrepreneurs use business social networks as a marketing tool in order to manage their business contacts and, thus, positioning themselves as a brand. Using on Keller’s (1993) customer-based brand equity model, we focus on the special behavior of entrepreneurs in such social networks. Based on the a large data set from a leading social network, we empirically analyze whether entrepreneurs act differently than other users and whether this strategy pays off. Based on a SUR model, we determine what the drivers for entrepreneurs’ profile views and contacts are. The results show that entrepreneurs focus on communicating their intentions and competencies and engage actively in the community. Especially participating in user groups and attending community events are key drivers for success.     

Dual-class shares,external financing needs,and firm performance

Whereas the agency theory predicts that dual-class shares decrease firm performance, the stewardship theory predicts that dual-class shares increase firm performance. The cumulative findings on the performance consequences of dual-class shares have been weak and/or inconclusive. Because endogeneity is a constant challenge in empirical corporate governance studies, this study uses a unique law change in Switzerland as a source of exogenous variation in the fraction of firms with dual-class shares. Controlling for firm fixed effects and time-varying confounders, we find that dual-class shares neither harm nor benefit firm performance on average. However, dual-class shares increase firm performance if the firm requires external finance and dual-class shares decrease firm performance if the firm does not require external finance. External financing needs mitigate the agency costs between controlling and minority shareholders and create a context in which dual-class shares facilitate firm-specific investments instead of private perquisites. The study’s results have both managerial and policy implications.     

Organizational emotional capability,product and process innovation,and firm performance: An empirical analysis

The concept of emotional capability is one of the competencies that a firm has which is vital for the daily life of the organization. However, the effect of emotional capability, involving the dynamics of encouragement, displaying freedom, playfulness, experiencing, reconciliation, and identification constructs on the firm innovativeness (i.e., product and process) is interestingly missing in the technology and innovation management (TIM) literature. In this study, by investigating 163 Turkish firms, the dynamics of encouragement and experiencing were found to have a positive association with both firm product and process innovativeness; and the dynamics of displaying freedom have a positive relationship with firm process innovativeness. We also demonstrate that the impact of emotional capability constructs on firm innovativeness is contingent upon environmental uncertainty. Specifically, we find that the influence of the dynamics of encouragement on firm product innovation increases with increased rate of environmental uncertainty. Interestingly, the relationship between the dynamics of experiencing and product innovation across low, medium, and high levels of environmental uncertainty is an ∩-shaped. And, the relationship between the dynamics of displaying freedom and product innovation across low, medium, and high levels of environmental uncertainty is a U-shaped. In addition, we show that a firm's emotional capability influences its financial and market performance via firm innovativeness. We discuss the theoretical and managerial implications of the study's findings.     

系统风险的会计决定:企业财务风险、经营风险、系统风险的时变关联

新企业会计准则的颁布有力推进了我国金融工具信息披露制度建设,但是到目前为止,研究者对会计信息和上市公司系统风险的关系还不是很清楚.本文提出了新的经济理论模型用于研究财务风险、经营风险和系统风险的动态关联.主要结论:一、财务杠杆和经营杠杆以乘子的形式放大了无杠杆条件下的企业系统风险,这一结论在时变的条件下仍成立;二、理论证实了无杠杆条件下的企业系统风险来源于公司净利润-流通市值比率、销售增长率和平均价格增长率的变动;三、财务风险和经营风险间存在一个权衡,例如经营风险高的公司,将会选择一个较低的财务风险,使得公司有一个相对合理的系统风险.因此,会计风险披露制度的推进可以为投资者提供更多和更好的有关公司风险的信息.     

关系营销在中国的文化基础

本文从中国文化或文化心理的角度讨论了中国关系营销的基础。基本结论如下:中国的人际关系行为有着丰富的文化内涵,在很大程度上体现着中国人的生活本身;关系营销是中国人人际关系活动向市场活动或经济活动渗透的一种自然取向,因此,中国的市场营销一开始就是关系营销;中国的关系营销与西方的关系营销走的是两条不同的路,有着不同的起源和文化内涵,这为关系营销理论的研究提供了一个可能的方向;关系营销的一些问题(如操作性问题),有可能通过对于中国文化中关系行为的研究得到解决。     

Does a Supplier's Operational Competence Translate into Financial Performance? An Empirical Analysis of Supplier–Customer Relationships

We conduct an empirical investigation of how a supplier's operational competence, as reflected by outcomes in the areas of quality, cost, delivery, flexibility, and new product development, translates into financial gains from a key customer. In contrast to previous research directed at the firm level, this study focuses on the supplier–customer relationship level. Using survey data from 158 suppliers in the manufacturing industry, we perform structural equation modeling to map out the paths from operational competence to financial performance—via dependencies and cooperative behaviors between suppliers and their customers. This study is the first scholarly attempt to examine the link between suppliers’ operational competencies and financial performance in interorganizational relationships. It is also an early investigation into operational competence as a source of bi‐lateral dependence. Our findings show that the supplier's operational competences increase its customer's dependence by enhancing the value of its products/services. However, the resulting increase in the supplier's power is not leveraged to shape relationship behaviors or capture value from its customer. In contrast, the customer's existing power as a major buyer plays an important role in shaping cooperative behaviors and affecting the supplier's financial performance from the customer relationship.     

An integrated framework of mimetic pressures,quality and environmental management,and firm performances

Abstract

Manufacturers have extensively recognised the strategic importance of quality and environmental management. However, there is little guidance on how they adopt and exercise both management practices in a way that enhances firms’ performance outcomes. To fill the research gap, this paper empirically investigates the relationships among mimetic pressures, a firm’s quality management practices (QMPs), environmental management system (EMS), and environmental and financial performances. By using a data set collected from 212?U.S. manufacturing firms, this study examines the proposed hypotheses. Our major findings are: first, mimetic pressures are a driving factor for EMS but do not motivate the adoption of QMPs; second, QMPs are an important enabler not only for enhancing firms’ financial performance but also for promoting EMS and environmental performance; and finally, EMS does not influence firms’ financial performance directly, but indirectly does so through enhancing environmental performance. This study contributes to the literature of quality and environmental management and provides practical implications by addressing motivating factors of both QMPs and EMS, and identifying factors for successful environmental management practices.     

信息非对称程度与企业家效用、资本结构、企业市场价值

本文分析了市场信息非对称程度对企业家投资效用、企业债务水平及企业市场价值的影响。分析表明,若企业项目是高质量的,信息非对称程度的降低可使企业项目市场价值和债务水平提高;反之,若企业项目是低质量的,信息非对称程度的降低可使企业项目市场价值和债务水平减少;外部知情投资者比例的变化与企业家效用的变化之间的关系与企业质量有关。     

Portfolio Interrelationships and Financial Performance in the Context of European Firms

The linkage between the interrelationships of a firm’s lines of business and corporate financial performance has been the subject of extensive research in the strategy field. Yet very little research has examined this key relationship within firms operating in Continental Europe. This study investigates firm relatedness and its further relationship to accounting and market-based performance measures within a sample of European firms. The results confirm a positive and significant relationship between resource-based relatedness and firm performance for German, Swiss and Austrian multi-business firms. Thus, this study provides further evidence that resource-based relatedness of large diversified manufacturing companies can help explain variability in corporate financial performance across different institutional environments.     

Competition Between Banks and Building Societies in the Retailing of Financial Services

Within the financial services sector there has been diversification on a vast scale, with varying degrees of success. Financial services are increasingly viewed as products, the various branch networks as channels of distribution. The competition between banks and building societies has become a major battleground in the war for consumers' financial services expenditure. Both types of organization have a strong presence in the high street and have become major users of media advertising and other marketing weaponry. Historically, they have both enjoyed strong but different forms of relationship with their customers; these differences are rapidly diminishing as each invades the other's trading territory. This paper presents results from a study of bank-building society competition, illustrating the attributes and dimensions upon which consumers tend to base their choices. Financial services retailers are urged to base their marketing strategies upon a clear understanding of consumer needs and motives, not upon ‘me-too’ responses to competitors' moves. As many product retailers have discovered to their cost, heavy marketing expenditure cannot be a substitute for a well founded retail marketing strategy.