品牌延伸:资产价值转移与理论模型创建

本文通过对品牌延伸(Brand Extension)的研究综述和实证研究,提出决定品牌延伸的三大因子,并在此基础上构成品牌资产价值(Brand Asset Value),进而研究其在品牌延伸过程中的价值转移,从而构成了评估品牌延伸成败的标准,最终将各种因子和评估标准进行整合,提出了品牌延伸的理论模型。     

The impact of critical success factors of JIT implementation on organizational performance

Much has been written and publicized about the virtues of JIT philosophies during the past decade. However, relatively limited empirical research has been reported con-cerningJIT implementation on organizational performance. This study presents the results of an empirical study which utilized both concrete financial accounting data and a broad cross-sectional survey as measures of organizational performance to determine the impact of each JIT implementation requirement factor to organizational performance. Communication between production and marketing departments was identified as a critical factor for increased inventory turnover and work-in-process inventory turnover, while employees' participation and the bottom-up management approach were determined as significant factors for improving quality and flexibility. The results of this study imply that in JTT environment personnel management practices, such as bottom-up management encouraging employees participation, and organization management such as a communications linking the production and marketing departments, are more important than JIT practices themselves.     

品牌的阴阳二重性——品牌形象的市场研究方法

品牌形象研究一直以来都是市场研究中最重要的领域之一。然而,品牌形象如何运作,它与品牌资产的关系是怎样的,它的组成要素以及形成来源是什么,这些问题作为品牌形象研究的前提,首先必须解决。本文旨在解决这些问题,并对品牌形象研究从定性及定量研究角度提供了一些具有代表性的方法。     

品牌资产的界定及其评估模型评介

基于不同目的和受个人背景局限,人们赋予了品牌资产不同的含义并采用了不同的评估模型和方法,本文系统化地整理比较了过去学术界和实业界有关品牌资产的观点和评估模型、方法,并进行了分类和评价,最后提出了后续研究的努力方向。     

价格促销对品牌资产的影响:竞争反应的高地作用

在价格促销对品牌资产的影响方面,学者们并没有形成共识,原因之一是学者们忽视了竞争者的反应行为,本文旨在探讨竞争反应对这种影响关系的调节作用。本文通过2(品牌资产梯队)×8(竞争反应)的实验设计研究表明,对不同品牌资产梯队的品牌,价格促销对品牌资产的影响存在差异;竞争反应对这种影响关系具有调节作用;竞争对手的影响主要来自同梯队品牌,相反梯队品牌的影响不显著。本文对深入了解价格促销对品牌资产的影响具有重要意义。     

品牌质量差异、消费者产品涉入程度对品牌敏感的影响研究

品牌敏感是消费者品牌行为研究方面的一个新课题,它反映了消费者在购买决策过程中对品牌的重视程度.同一产品类别不同品牌之间的质量差异和消费者的产品涉入程度被认为是品牌敏感的两类主要解释变量.本文利用结构方程模型进行的实证分析表明,品牌质量差异和消费者产品涉入程度总体上对品牌敏感起正向影响作用,但该作用因产品类别而异,因产品质量和产品涉入程度的维度而异.     

价格促销对消费者品牌选择的影响研究

本文通过实验方法探索性地研究了价格促销对消费者品牌选择的非对称影响。研究表明:消费者对不同产品的价格敏感性有所不同;较贵重的笔记本电脑、手机等耐用消费品行业中的低端品牌在与高端品牌的短期价格竞争中会获得更多市场份额,而对较廉价的洗发水等非耐用消费品来说,高端品牌将会在降价促销时获益更多。本文研究结论与国外同类研究结论有所不同,对企业的定价决策有重要的理论指导意义。     

民族品牌跨国并购后的品牌战略研究——弱势品牌视角

2009年,中国民族品牌借全球金融危机之机,为加快其全球化的步伐,花费重金并购国外强势品牌。然而,"蛇吞象"式的跨国并购背后却是消费者的认知失调。同时,国内外现有研究针对改善该认知失调的品牌战略研究十分有限。因此,本文基于认知一致性和顾客品牌资产(CBBE)理论,从弱势品牌视角出发,围绕如何有效减轻"蛇吞象"后消费者的认知失调,运用焦点小组、个人访谈、实验和LME模型,最终得到了一些重要的发现:品牌要素战略(名称变化)、营销支持战略(价格维持或降低)以及次级联想杠杆战略(原产地保留或去除)都对并后品牌绩效产生显著影响。此外,本研究还揭示了消费者认知失调的改善机制,即品牌契合度在减轻消费者失调的并后品牌战略交互效应对品牌绩效的影响中起着重要的中介作用。这些成果既可以丰富现有品牌战略管理理论,也为民族品牌国际化提供实践指导。     

名牌战略的科学内涵及一般模式

名牌战略是企业在市场经济条件下,以谋求持续成长和更高盈利水平为目的,创建并且运用著名商标与著名商号的、系统的长远谋划及实施方略.它的-般模式即具有一定普遍性的名牌战略的基本内容及其相互关系可简要概括为"431"工程--以创立高知名度、高信誉度、高市场份额和高效益的"四高产品"为目标,以开发卓越的产品本体、运用高超的营销艺术和建立先进完备的企业内部支持系统为"三根支柱",牢牢抓住充分发挥企业家的作用这"一个根本",几个方面长远谋划、统筹安排、有计划地整体推进.     

Strategy implementation and organizational change: How formal reorganization affects professional networks

Strategy implementation is difficult, particularly as it often requires changes in formal organization structures. Prior research has shown that change in the formal structure may affect employee networks. Yet, we know relatively little about how such changes affect different network ties. This paper considers how formal structural change affects senior managers’ ability to maintain their intraorganizational networks. The hypotheses are tested on sample of 884 work-related relationships of 96 partners in a global professional services firm. This firm had recently implemented a new strategy, which led to a change in the product-market focus and the resulting formal structure. Our findings reveal that the characteristics of a specific network tie determine whether it is affected by formal structural change. In particular, we find that network ties that are highly embedded in the social structure are more likely to be affected by change in the formal structure. In contrast, ties that are relationally embedded are less likely to be affected by change in the formal structure. We discuss the theoretical and practical implications of these results. In particular, the findings may have consequences for the success of strategy implementation and strategic transformation efforts.     

名牌生态系统的竞争与合作研究

论文提出了名牌生态系统竞争与合作的概念及竞争强度系数,系统论述了名牌生态系统竞争层次和竞争强度.同时,详细阐述了名牌生态系统之间的协同与合作,并提出了相应策略.     

服务品牌内化的概念及概念模型:基于跨案例研究的结论

本研究按Eisenhardt在1989年提出的案例研究步骤展开,对国内一个著名保险公司进行纵深案例研究,发现了服务品牌内化的现象。为进一步探索这一现象并验证在此案例中得到的结论,作者又在信息通讯、银行、酒店和保险业里分别选择一个位居行业前列的代表性企业实施跨案例研究。通过对跨案例研究收集的数据进行内容分析,本研究找出服务品牌内化的内生构成因素,构建了服务品牌内化的概念模型。     

The impact of organisational politics and trust in the top management team on strategic decision implementation success: A middle-manager's perspective

The implementation of strategic decisions is a complex and demanding process that requires an open and lateral communication of free-flowing information to make sense of and champion a firm's intended changes. For the process to be effective, middle managers need to operate within an environment that nurtures a pro-social mindset and helps to cope with stressors caused by the possibility of harm done by the intended changes to their vested interests. Drawing from the job demands-resources model, we argue that organisational politics represent an organisational demand, which may hinder the implementation of strategic decisions. To cope with this demand, implementers recruit organisational resources (i.e. trust in the top management team) that may moderate the negative effects of dysfunctional politics. To test our hypotheses, we drew on a sample of 228 middle managers from 114 private Greek firms with more than 100 employees across various industries. We found that when organisational politics were high during the implementation process, implementation success diminished. However, their negative impact was reduced when trust in the top management team was high. Conversely, when organisational politics were low, middle managers reported a higher implementation success regardless of how highly the top management team was trusted. Our study is the first to test the influence of organisational politics on the success of the implementation process from a middle manager's perspective. In addition, we show that implementation success can be viewed through a demands-resources lens, which provides a meaningful contribution to research on strategy implementation.     

Response strategy to environment context factors using a lean and agile approach: Implications for firm performance

Based on the environment-strategy performance perspective and dynamic capabilities framework, we develop a theoretical model and hypotheses specifying how supply chain collaboration as a response to environment context factors – competitive intensity, supply uncertainty, technological turbulence and market turbulence, using a lean and agile strategy may influence firm performance. We test the model using partial least square structural equation modelling on data collected from a field survey with responses from 152 manufacturing firms representing a variety of industries. Empirical findings generally support the relationship between collaboration and firm performance using a lean and agile strategy. Also, for firms in industries that face environments characterised by high supply uncertainty and competitive intensity with, technological turbulence, the study finds evidence of a direct relationship between these environmental factors and supply chain collaboration. The findings provide an initial strategic response framework for appropriately aligning a lean and agile supply chain strategy through collaboration with environment context factors to achieve firm performance improvements.     

The effect of career exploration on subsequent training performance

In recent models of training effectiveness, it has been proposed that career exploration predicts training outcome variables such as training performance. Implementing the Career Exploration Survey developed by Stumpf and colleagues (1983), the present study explored the impact of sixteen dimensions of career exploration on subsequent training performance. A total of 145 call centre agents participated in the present study. Results demonstrated that four dimensions of career exploration predicted subsequent training performance. More specifically, trainees who (a) scored high on focused career exploration, (b) were more satisfied with information, (c) reported a higher internal search instrumentality, and (d) reported a lower external search instrumentality achieved higher training performance scores. Implications for theory, practice and future research are discussed.     

功能性价值和象征性价值对品牌忠诚的影响:性别差异和品牌差异的调节作用

根据品牌资产、品牌关系和目标理论,本文从理论上阐释了价值作为品牌忠诚直接前置变量的作用,功能性、象征性价值对品牌忠诚的影响在实证研究中得到支持,而且这种影响存在非线性的特征.本研究进一步考察了性别差异和品牌差异对上述影响的调节作用,结果表明:(1)象征性价值对品牌忠诚的影响存在性别差异,其作用女性强于男性;(2)随着品牌差异的提高,功能性、象征性价值对品牌忠诚的影响增强.     

The stability of strategic alliances: Characteristics, factors and stages

This paper presents a theoretical framework for understanding the evolutionary dynamics of strategic alliances. Using an integrated process model, we analyze the conceptual characteristics and antecedents of the stability of strategic alliances. The primary purpose of this study is to (1) conceptualize and characterize alliance stability to fill the academic gap in the literature, and (2) identify a range of endogenous factors underlying alliance stability across four developmental stages — partner selection, structuring/negotiation, implementation and performance evaluation — so as to fill the managerial relevance gap. From the discussion, we develop a number of propositions to facilitate future empirical testing of our conceptual model. Finally, we indicate some key implications for theoretical research and managerial practice.     

品牌名、原产国、价格对感知质量与购买意向的暗示作用

选取恰当的品牌名是最重要的营销决策之一.发展中市场的企业都面临选取西化品牌名还是本土品牌名的问题,因为他们不清楚哪一个更能赢得消费者的偏好.本研究通过两个实验设计,检验了品牌名、原产国、价格对感知质量和购买意向的暗示作用.研究发现,原产国和价格对消费者的感知质量和购买意向均有显著影响,品牌名只对感知质量有影响,对购买意向影响不显著.品牌名和原产国、原产国和价格、品牌名和价格对感知质量和购买意向无交互作用,但三者对感知质量产生显著交互作用.西化品牌名对感知质量有正面影响,但对购买意向的影响不显著.文章讨论了研究结论的管理内涵.泛滥地取西化品牌名已让消费者感到困惑,他们怀疑西化的品牌名是否真的来自西方.在华外国品牌需要注意三点.第一,定期扫描市场以便弄清它们的品牌是否因当地品牌的模仿而被稀释,相似的品牌名、标识、广告均能稀释品牌形象.第二,取一个听似中国化的品牌名但借助营销传播强调其来源国是一个有效的战略.第三,当延伸到低端品牌时务必谨慎,因为价格水平对感知质量有正面影响.对于本土品牌而言,通过取个西化品牌名来模仿外国品牌的作法已不足以引起消费者正面反应.价格档次比取个西化品牌名更有助于改善本土品牌的形象,因为消费者将高价与高质量联系在一起.论文最后提出了本研究的局限性和进一步的研究方向.     

组织单元间的差异性对信息系统应用绩效影响

以组织信息处理理论(OIPT)为理论基础,从组织单元层面出发,提出中间利益的概念,建立了理论模型,研究组织单元间的差异性是如何通过中间利益对信息系统应用绩效产生影响,这种研究把前人从组织整体上研究信息系统应用绩效深入到组织单元层面.论文通过对22家应用信息系统的制造企业进行问卷调查,使用结构方程模型分析方法,通过实证分析,揭示了企业应用信息系统的绩效有所不同的原因,为企业提高信息化应用绩效奠定理论基础.     

The Effect of Female Strategic Managers on Organizational Performance

Little empirical work explores the impact of female managers on organizational performance. This paper uses Miles and Snow’s management strategies to empirically determine if female and male managers use different strategies and what influence these strategies have on organizational performance. Using data and superintendent survey responses from Texas school districts from the years 2000 through 2005, differences between male and female managers are discovered. Female managers and the strategies they use have a positive influence on performance. These results are discussed in the context of the gender and management literature and in the general field of public management.