Nonstationary brand variables in category management: A cointegration perspective

Category-management models serve to assist in the development of plans for pricing and promotions of individual brands. Techniques to solve the models can have problems of accuracy and interpretability because they are susceptible to spurious regression problems due to nonstationary time-series data. Improperly stated nonstationary systems can reduce the accuracy of the forecasts and undermine the interpretation of the results. This is problematic because recent studies indicate that sales are often a nonstationary time-series. Newly developed correction techniques can account for nonstationarity by incorporating error-correction terms into the model when using a Bayesian Vector Error-Correction Model. The benefit of using such a technique is that shocks to control variates can be separated into permanent and temporary effects and allow cointegration of series for analysis purposes. Analysis of a brand data set indicates that this is important even at the brand level. Thus, additional information is generated that allows a decision maker to examine controllable variables in terms of whether they influence sales over a short or long duration. Only products that are nonstationary in sales volume can be manipulated for long-term profit gain, and promotions must be cointegrated with brand sales volume. The brand data set is used to explore the capabilities and interpretation of cointegration.

A ATUAÇÃO DA PROMOÇÃO DE VENDAS EM MEIOS INTERATIVOS (E-PROMOTION)

A proposta de pesquisa se baseia no tema comunicação integrada de marketing pela abordagem da atuação da competência comunicacional, promoção de vendas, na internet e do surgimento do e-promotion, como extensão da mensagem do ponto-de-venda. O objetivo é verificar como estas novas tecnologias de comunicação, especificamente a internet, estão modificando a forma de fazer promoção de vendas. A metodologia a ser aplicada no projeto consiste em uma pesquisa qualitativa com caráter exploratório através de uma pesquisa bibliográfica concisa que pretende investigar as muitas obras referentes aos temas de comunicação, promoção de vendas, marketing digital e e-commerce, no estudo de caso múltiplo de empresas que utilizam as promoções offline e o e-promotion como ferramenta comunicacional. A conclusão apontou para ações híbridas e aparente ausência de promoções que atuam em sua totalidade no ambiente offline.(AU)

PERCEPÇÃO DE SUCESSO NA CARREIRA E RESILIÊNCIA: UM ESTUDO COM ADMINISTRADORES

Sucesso profissional está relacionado à satisfação do indivíduo com a sua carreira em longo prazo. Essa satisfação deriva de aspectos intrínsecos e extrínsecos, referentes a uma dimensão objetiva - aspectos mais visíveis do sucesso na carreira - que inclui: salários, progressão profissional, status e oportunidades de desenvolvimento de carreira, como promoção; e outra subjetiva, que se refere à interpretação pessoal do que seja sucesso, em especial na carreira: satisfação com o trabalho, orgulho, sentimentos de autorrealização, dentre outros. A percepção do sucesso com a carreira pode estar associada a características individuais como, por exemplo, a resiliência, que representa o processo dinâmico de adaptação positiva frente às adversidades. Na literatura, não foram localizados estudos que relacionem ambas as variáveis, isto é, sobre o quanto a resiliência pessoal pode contribuir para a percepção de sucesso na carreira. A fim de investigar essa influência, esta pesquisa tem como objetivo principal identificar se resiliência pessoal de administradores prediz sua percepção de sucesso na carreira. Participaram 137 administradores, formados em diversas instituições, sendo 56,1% do sexo feminino e 43,7% do sexo masculino, com idade média de 33 anos, divididos entre casados ou solteiros (44,5% para ambos). Os dados foram coletados por meio de um questionário sociodemográfico, baseado na Escala de Percepção de Sucesso na Carreira e da Connor-Davidson Resilience Scale (CD-RISC). As respostas compuseram um banco eletrônico de dados e foram analisados por meio do Statistical Package for the Social Sciences (SPSS). Resultados de análises de regressão hierárquica revelaram que resiliência prediz 5,5% da percepção do sucesso na carreira objetiva e 9% da percepção de sucesso na carreira subjetiva. Ao acrescentar a interação entre idade e tempo de trabalho, o poder de predição de ambos os modelos, tanto para sucesso objetivo, quanto para o subjetivo, elevou-se substancialmente, chegando ao dobro. Resiliência contribui para que os participantes percebam sucesso na carreira em ambas as dimensões, objetiva e subjetiva, e a predição é potencializada pela interação entre idade e tempo de trabalho. Os achados deste estudo confirmaram a hipótese levantada. O estudo trouxe contribuições para a área, mas também foram reconhecidas limitações, em função das quais foi proposta uma agenda de pesquisa para estudos futuros.

PERCEPÇÃO DE SUPORTE SOCIAL E BEM-ESTAR NO TRABALHO: UM ESTUDO COM PROFESSORES

Os estudos sobre as condições de trabalho de profissionais da educação sempre tiveram como objetivo identificar fatores negativos, como o burnout e o estresse. Porém, é sabido que variáveis relacionadas com as relações interpessoais podem proporcionar melhora no bem-estar no trabalho nestes profissionais. O professor, protagonista do processo ensino-aprendizagem pode apresentar bem-estar no trabalho e desempenhar melhor o seu ofício se tiver percepção de suporte daqueles que compõem sua rede social dentro de sua escola. Este trabalho tem como objetivo analisar as relações entre bem-estar no trabalho e percepção de suporte social no trabalho em professores do ensino fundamental. Participaram do estudo 209 professores, do ensino fundamental da rede pública municipal e estadual de ensino, todos do sexo feminino com idade média de 41,55 anos (DP=8,64) e com o nível de instrução mínimo correspondente ao ensino médio. Esses professores responderam a um questionário auto aplicável contendo quatro medidas: Escala de Envolvimento com o Trabalho, Escala de Satisfação com o Trabalho Escala de Comprometimento Organizacional Afetivo e Escala de Percepção de Suporte Social no Trabalho. Calcularam-se as médias, desvios padrão, correlações e sete modelos de regressão linear stepwise entre as variáveis do estudo. Os resultados apontaram para satisfação com os colegas, com a chefia e com as tarefas, mas pouca satisfação com salários e promoções. Os professores apresentaram comprometimento afetivo com suas escolas e envolvimento com o trabalho que realizam. Foi revelada percepção de suporte social, com uma tendência mais elevada de suporte com as informações recebidas, seguida da percepção de suporte emocional e percepção de suporte instrumental nesta ordem. Foram comprovadas relações positivas e significativas entre as dimensões de bem-estar no trabalho e percepção de suporte social no trabalho. Modelos de regressão revelaram que as três dimensões de suporte social no trabalho impactam positivamente as três dimensões de bem-estar no trabalho, com maior capacidade de explicação entre si. Sugere-se novos estudos envolvendo percepção de suporte social no trabalho e bem-estar no trabalho com outras categorias profissionais para complementar estes ainda pouco estudados conceitos.(AU)

The influence of age and trait attributions on recruitment selection

The role of interpersonal attraction into the recruitment selection is gaining research attention. Early work in the domain of the influence of attraction in organisations suggested that men are given more resources, such as higher salaries and promotions. However, recent research has found women have an automatic in-group bias. It was suggested that female interviewers are more likely to hire another female. In contrast, male interviewers were found to be equally as likely to hire men as women. To resolve these two conflicting findings a behavioural experiment was set up looking at gender, attractiveness and recruitment selection. Forty participants, twenty male and twenty female, of varying ages (18-65) were recruited through age stratified sampling. Participants took on the role of manager of a medium sized company and were shown twenty photographs of faces previously rated for attractiveness. On initial viewing participants were asked to decide whether they would firstly hire the person and secondly give as many reasons for their decision. Findings from this research show that in all age groups male and female participants gave females (especially attractive females) more jobs, except in the case of the 18-21 year old females who gave attractive males more jobs. On examining the reasons behind the participant’s decisions, it was evident that if you appeared confident, friendly, youthful and attractive you were 46% more likely to receive the job. However, if you were perceived to be untrustworthy, lazy, arrogant and unintelligent you were 49% more likely not to receive the job. These findings shed light on the various processes that may underpin human resource decisions in an organisational setting.

Insights into factors affecting production and operations management (POM) journal evaluation

The paper extends the current literature on peer review journal evaluations by providing a number of insights based on the diversity of Production and Operations Management (POM) research. We provide peer review evaluations for POM research outlets, based on a sampling frame that includes a large number of POM researchers worldwide. More specifically, the paper develops and tests various hypotheses as to whether the perceived quality and relevance of a journal is affected by such factors as: (i) nature of research work (empiricists versus modelers), (ii) society membership, (iii) research productivity, (iv) geographical location, and (v) seniority. Our findings suggest that caution must be exercised when utilizing existing POM journal rankings, as some factors, particularly the difference between empiricists and modelers, may influence journal evaluation. These must be considered when addressing issues such as faculty promotions, tenure, and salary. © 2006 Elsevier B.V. All rights reserved.

Changing consumer markets and marketing in China

China's enormous population and rapidly increasing consumer spending are attractive to many multinational corporations (MNCs) to supply products to the Chinese markets. Yet MNCs continue to struggle to find ways to serve this diverse and culturally unique market. This article reviews and integrates existing knowledge on Chinese consumers' responses to marketing efforts, and specifies and empirically tests several propositions. Chinese consumers are found to have higher brand consciousness, brand loyalty, lower price sensitivity for visible goods, and to be less responsive to sales promotions compared to Western consumers. We also find indications that the influence of face considerations (i.e., prestige earned in a social network) cause Chinese consumers to have higher emphasis on prestige in their channel choices and advertisement evaluations than Western consumers. By outlining these implications, our study can help MNCs better understand how Chinese consumers behave and that understanding can help MNCs adapt their marketing efforts.

Decomposing the sales promotion bump accounting for cross-category effects

Extant research on the decomposition of unit sales bumps due to price promotions considers these effects only within a single product category. This article introduces a framework that accommodates specific cross-category effects. Empirical results based on daily data measured at the item/SKU level show that the effects of promotions on sales in other categories are modest. Between-category complementary effects (20%) are, on average, substantially larger than between-category substitution effects (11%). Hence, a promotion of an item has an average net spin-off effect of (20 - 11 =) 9% of its own effect. The number of significant cross-category effects is low, which means that we expect that, most of the time, it is sufficient to look at within-category effects only. We also find within-category complementary effects, which implies that competitive items within the category may benefit from a promotion. We find small stockpiling effects (6%), modest cross-item effects (22%), and substantial category-expansion effects (72%). The cross-item effects are the result of cross-item substitution effects within the category (26%) and within-category complementary effects (4%). Approximately 15% (= 11% / 72%) of the category-expansion effect is due to between-category substitution effects of dependent categories.

A vállalatok árképzési gyakorlata a versenyképesség szolgálatában (The pricing practice of corporates and the competitiveness)

A marketing-szakirodalom szerint az ár az egyik legfontosabb marketingeszköz, és a vállalati versenyképesség értelmezésében is meghatározó szerepe van. A megfelelő árképzés kialakítása ugyanakkor összetett folyamat, amely önmagában is külön képességnek tekinthető, és kell befektetést igényel. A szerző az elemzés során így arra volt kíváncsi, hogy a vezető, azaz a versenyképes vállalatok árazási gyakorlata mutat-e eltéréseket, és, ha igen, melyek azok a területek, amelyek leginkább összefüggnek az eredményességükkel. A háromszáz hazai vállalatra kiterjedő kutatás során azt találta, hogy a vezető vállalatok valamelyest másképp tekintenek az ár szerepére és szignifikánsan magasabb árszínvonalon értékesítenek. Ez nagyobb mozgásteret enged számukra, a versenytársak árkihívásaira így könnyebben tudnak árakciókkal válaszolni. Árképzési céljaikban azonban kevésbé mutatkoznak különbségek, mert számukra is kihívást jelent a válság, és nekik is több szempontnak kell egyszerre megfelelniük. Az árak meghatározásánál azonban több tényezőt vesznek figyelembe és jobban támaszkodnak a vevőkről szerzett információkra. ______________ According to the marketing literature the price is one of the most important marketing tools and it plays a dominant role in the interpretation of corporate competitiveness, as well. The appropriate pricing, however, a complex process that can be regarded as a distinct capability and it requires sufficient investment itself. In this analysis the author enquired if the pricing practice of the leading, that is, the most competitive companies has a different profile, and if yes, which areas are associated with the success of them. Based on the survey of 300 domestic organisations he found that the leading companies consider the role of price in a slightly different way and they price their products or services significantly higherthan the others. This let them some space to manoeuvre and they can react with price promotions when the competitors challenge them with price activities. Regarding the pricing objectives the author couldn’t identify differences. The leading companies are also affected by the economic crisis and they have to match many expectations at the same time but they take more factors into consideration when they set their prices and more likely use customer information.

A válság hatása a vállalatok marketingtevékenységére = The Impact of Financial Crisis on Marketing Activities of Hungarian Companies

A tanulmányban azt elemeztük, hogy a vizsgált vállalatok a válságra milyen marketingválaszokat gondoltak megfelelőnek. Ennek megválaszolásához a „Versenyben a világgal” kutatási program 2009-ben készült felmérésének 300 vállalatra kiterjedő mintáját elemeztük, amelyet szakértői interjúkkal egészítettünk ki. A tanulmány alapozó részében elemeztük a nemzetközi trendeket és megoldásokat. A marketingben a válaszok helyessége ugyanis annak alapján ítélhető meg, hogy milyen mértékben képes a vállalat a fogyasztók dinamikusan alakuló igényeit formálni vagy azoknak megfelelni oly módon, hogy figyelembe veszi a környezet sajátosságait. A vizsgált vállalatok válságkezelő stratégiája ad-hoc jellegűnek mondható, nem illeszkedik az addigi stratégiai irányokhoz vagy az addig folytatott marketingstratégiához. A legnépszerűbb válságkezelő marketingeszközök az új piacok keresése, az akciózás és a költségcsökkentés. Közepesen népszerű a más média használata, a termékinnováció, az árcsökkentés, valamint a reklámkiadások csökkentése. A legkevésbé kedvelt eszközök pedig a marketingtevékenység kiszervezése, a termékválaszték vagy a termékminőség csökkentése. A választott eszközök típusai alapján három stratégiai irány határozható meg, az alternatív utak keresése, az ármérséklés, valamint a beszűkülés. A megkérdezett vállalatok 39,9%-a beszűkülő stratégiát, 30,4%-a az alternatív és ármérséklő stratégiák kombinációját, míg 29,7% egyik stratégiát sem preferálja. A választás azonban a legtöbb esetben inkább ad-hoc jellegűnek, mint tudatosan átgondolt stratégiának tűnik, mivel a választott irány nem függ a vállalat addigi marketingtevékenységétől vagy az addig hangsúlyosnak vélt jellemzőktől és versenyelőnyöktől. ________ In this study the marketing responses of the companies were analyzed, which were involved in the Competitiveness Research Program survey carried out during 2009 among 300 companies, combined with expert interviews. A literature review proceeded the empirical part. The capability of dynamic adaptation to consumer needs defines the right strategy in marketing. In our analysis we mainly found ad-hoc adaptation to handling the crisis that has little connection to firms’ previous strategic directions or their marketing strategy. The most popular crisis management tools include the search for new markets, promotions, and cost reductions. New media, product innovation, price reductions and lower advertising is less followed by companies. The least frequent reactions include outsourcing and reducing product quality. Based on the above three directions emerge. 39,9 % of the companies contract, 30,4 % use a combination of price reduction and alternative strategies and the remaining subset has formulated no strategy. The strategic directions show little correlation to previous practices or to the core competitive advantages.

What makes online grocers work? A case study analysis of factors contributing to online grocery store profitability

This research examined the factors contributing to the performance of online grocers prior to, and following, the 2000 dot.com collapse. The primary goals were to assess the relationship between a company’s business model(s) and its performance in the online grocery channel and to determine if there were other company and/or market related factors that could account for company performance. ^ To assess the primary goals, a case based theory building process was utilized. A three-way cross-case analysis comprising Peapod, GroceryWorks, and Tesco examined the common profit components, the structural category (e.g., pure-play, partnership, and hybrid) profit components, and the idiosyncratic profit components related to each specific company. ^ Based on the analysis, it was determined that online grocery store business models could be represented at three distinct, but hierarchically, related levels. The first level was termed the core model and represented the basic profit structure that all online grocers needed in order to conduct operations. The next model level was termed the structural model and represented the profit structure associated with the specific business model configuration (i.e., pure-play, partnership, hybrid). The last model level was termed the augmented model and represented the company’s business model when idiosyncratic profit components were included. In relation to the five company related factors, scalability, rate of expansion, and the automation level were potential candidates for helping to explain online grocer performance. In addition, all the market structure related factors were deemed possible candidates for helping to explain online grocer performance. ^ The study concluded by positing an alternative hypothesis concerning the performance of online grocers. Prior to this study, the prevailing wisdom was that the business models were the primary cause of online grocer performance. However, based on the core model analysis, it was hypothesized that the customer relationship activities (i.e., advertising, promotions, and loyalty program tie-ins) were the real drivers of online grocer performance. ^

Ageism in the workplace: Examining the influence of age conceptualization on the advancement opportunities of older workers

This study examined variables that may influence managers' perceptions of the need for and benefits of training and promoting older workers. Age conceptualization, worker gender, tender-mindedness, openness to values, and emotional intelligence were predicted to affect the relationship between worker age and the probability and perceived benefits of training and promoting older workers. Approximately 500 working professionals read one of four training and promotion vignettes and provided training probability ratings, training benefits ratings, promotion probability ratings, and promotion benefits ratings in order to test twenty-four hypotheses. Results provided evidence that both worker age and the way in which age was conceptualized affected the extent to which workers were recommended for training as well as the perceived benefits of training workers. It was also found that worker age and the way in which age was conceptualized affected the extent to which workers were recommended for promotions and the perceived benefits of doing so. Of the individual characteristics studied, openness to values was found to act as a moderator of the relationship between age conceptualization and the extent to which older workers were recommended for a promotion and the relationship between age conceptualization and the perceived benefits of promoting older workers. Findings from this study suggest that organizations that wish to protect older workers from discrimination should make decision-makers aware of the influence of age conceptualizations on the salience of older worker stereotypes. By being cognizant of individual raters' levels of the personality characteristics examined in this study, organizations can create decision-making teams that are not only representative in terms of demographic characteristics (i.e. race, gender, age, etc.) but also diverse in terms of personality composition. Additionally, organizations that wish to decrease discrimination against older workers should take care to create guidelines and procedures for training and promotion decisions that systematically reduce the opportunities for older worker stereotypes to influence outcomes. ^

Sales Promotion in Hotels:A British Perspective

In their article - Sales Promotion In Hotels: A British Perspective - by Francis Buttle, Lecturer, Department of Hotel, Restaurant, and Travel Administration, University of Massachusetts and Ini Akpabio, Property Manager, Trusthouse Forte, Britain, Buttle and Akpabio initially state: “Sales promotion in hotels is in its infancy. Other industries, particularly consumer goods manufacturing, have long recognized the contribution that sales promotion can make to the cost-effective achievement of marketing objectives. Sales promotion activities in hotels have remained largely uncharted. The authors define, identify and classify these hotel sales promotion activities to understand their function and form, and to highlight any scope for improvement.” The authors begin their discussion by attempting to define what the phrase sales promotion [SP] actually means. “The Institute of Sales Promotion regards sales promotions as “adding value, usually of a temporary nature, to a product or service in order to persuade the end user to purchase that particular brand as opposed to a competitive brand,” the authors offer. Williams, however, describes sales promotions more broadly as “short term tactical marketing tools which are used to achieve specific marketing objectives during a defined time period,” Buttle and Akpabio present with attribution. “The most significant difference between these two viewpoints is that Williams does not limit his definition to activities which are targeted at the consumer,” is their educated view. A lot of the discussion is centered on the differences in the collective marketing-promotional mix. “…it is not always easy to definitively categorize promotional activity,” Buttle and Akpabio say. “For example, in personal selling, a sales promotion such as a special bonus offer may be used to close the sale; an advertisement may be sales promotional in character in that it offers discounts.” Are promotion and marketing distinguishable as two separate entities? “…not only may there be conceptual confusion between components of the promotional mix, but there is sometimes a blurring of the boundaries between the elements of the marketing mix,” the authors suggest. “There are several reasons why SP is particularly suitable for use in hotels: seasonality, increasing competitiveness, asset characteristics, cost characteristics, increased use of channel intermediaries, new product launches, and deal proneness.” Buttle and Akpabio offer their insight on each of these segments. The authors also want you to know that SP customer applications are not the only game in town, SP trade applications are just as essential. Bonuses, enhanced commission rates, and vouchers are but a few examples of trade SP. The research for the article was compiled from several sources including, mail surveys, telephone surveys, personal interviews, trade magazines and newspapers; essentially in the U.K.

Indirect Cost Factors In Menu Pricing

In the discussion - Indirect Cost Factors in Menu Pricing – by David V. Pavesic, Associate Professor, Hotel, Restaurant and Travel Administration at Georgia State University, Associate Professor Pavesic initially states: “Rational pricing methodologies have traditionally employed quantitative factors to mark up food and beverage or food and labor because these costs can be isolated and allocated to specific menu items. There are, however, a number of indirect costs that can influence the price charged because they provide added value to the customer or are affected by supply/demand factors. The author discusses these costs and factors that must be taken into account in pricing decisions. Professor Pavesic offers as a given that menu pricing should cover costs, return a profit, reflect a value for the customer, and in the long run, attract customers and market the establishment. “Prices that are too high will drive customers away, and prices that are too low will sacrifice profit,” Professor Pavesic puts it succinctly. To dovetail with this premise the author provides that although food costs measure markedly into menu pricing, other factors such as equipment utilization, popularity/demand, and marketing are but a few of the parenthetic factors also to be considered. “… there is no single method that can be used to mark up every item on any given restaurant menu. One must employ a combination of methodologies and theories,” says Professor Pavesic. “Therefore, when properly carried out, prices will reflect food cost percentages, individual and/or weighted contribution margins, price points, and desired check averages, as well as factors driven by intuition, competition, and demand.” Additionally, Professor Pavesic wants you to know that value, as opposed to maximizing revenue, should be a primary motivating factor when designing menu pricing. This philosophy does come with certain caveats, and he explains them to you. Generically speaking, Professor Pavesic says, “The market ultimately determines the price one can charge.” But, in fine-tuning that decree he further offers, “Lower prices do not automatically translate into value and bargain in the minds of the customers. Having the lowest prices in your market may not bring customers or profit. “Too often operators engage in price wars through discount promotions and find that profits fall and their image in the marketplace is lowered,” Professor Pavesic warns. In reference to intangibles that influence menu pricing, service is at the top of the list. Ambience, location, amenities, product [i.e. food] presentation, and price elasticity are discussed as well. Be aware of price-value perception; Professor Pavesic explains this concept to you. Professor Pavesic closes with a brief overview of a la carte pricing; its pros and cons.