新鲜出炉的天生冤家

当美国数字营销人员在去年提出其对美国广告支出年度预测时,他们用到的大字标题是＂电视广告支出基本上未受到在线广告增长的影响＂,这反映出业界许多人士依然对电视在＂新＂（在线/数字）媒体猛攻下的反弹感到吃惊。毕竟,业界在不久前曾异口同声地预测电视广告将会寿终正寝。正是由于人类往往会想到新技术最坏的方面,     

Pan-European groupings: A case study in paint manufacture

This complete Case Study, including Teaching Notes, won the 1991 EFMD Case Writing Competition Prize on a European theme, as well as receiving much praise from the judges. The Case concerns a group of four different European paint manufacturers co-operating in an EC Economic Interest Grouping to improve their economic position in European markets. The co-ordination of raw material purchasing policies was the first area of joint action; they obtained significant discounts straight away. Then they could begin to think about competing together against the big paint multinationals established in Europe. Later, talks started on joint investment and technology transfer.Lluis Renart and Francesco Parés have written a stimulating Case Study with Teaching Notes of value to business students and managers wishing to test out their analytical abilities.     

Retail competition in the fast-moving consumer goods industry: The case of France and the UK

UK retailers in the fast-moving consumer goods industry focus their strategy on building loyalty through quality ‘own’ labels. By contrast, French retailers compete aggressively on price. Judy and Marcel Corstjens, and Rajiv Lal argue that either a ‘two-tier’ or parallel system will evolve in the future or a national industry will tend to oscillate from one strategy to another. Retailers must decide which of the two strategies they will consistently adopt.     

Managing business portfolios in German companies

This study analyzes the behavior of top managers in managing their firms' business portfolios. A review of the existing literature provides a conceptual framework for a research design combining quantitative and qualitative techniques. Data were collected through interviews with 35 top managers of well-known German business firms and the findings of this study translated into guidelines for managers. The results suggest that successful top managers should be concerned with the social relationships and management processes within the corporate office, as well as with their use of management concepts in managing the business portfolio.     

到美国旅游，你去吗？

尽管香港、欧洲和东南亚仍然是国人出境游的首选目的地，但随着中美直接旅游目的国（ADS）协议的达成和美元的持续贬值，越来越多的人开始考虑去美国看一看。全球领先的市场研究与资讯公司TNS日前发布其最新研究报告指出，以纽约、洛杉矶、拉斯维加斯等城市为代表的美国，很有可能会成为中国出境游市场的又一亮点。     

如何在创新早期鉴别产品创意——MAU理论和分层Bayesian模型的一个整合运用

导言 产品创意是衔接产品创新平台与产品概念确立的桥梁，是企业创新过程中的重要一环。一个企业通常在产品的创新策略、市场定位以及核心竞争力的基础上发展其创新平台。创新平台，就其本质而言，是宽泛且战略的。具有诸如“良性”、“生动性”或“便利性”的抽象特征。一旦企业定义了自身的创新平台，就能够发掘出未满足的消费者需求，为确立具有潜在价值的产品创新理念创造机会。深入地进行消费者研究是产品创意诞生的先决条件。     

Kantar edia收购互联网研究专业公司Spring

2011年2月12日：国际领先的媒介研究和分析服务供应商KantarMedia成功收购了德国Spring Wirtzund Pischke GmbH ＆ Co．KG。以拓宽自身在互联网受众测量方面的业务范围，并提高自身的市场占有率。Kantar Media已在全球59个国家对数字电视时代受众的跨媒体使用行为展开研究，本次收购正是以Kantar Media在全球广泛的业务运作为基础。