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Examines the need for marketers of service innovations to be aware of barriers to trial and adoption. Considers the example of the introduction of interactive home video ordering services in the USA which failed in part due to inaccurate market segmentation and targeting. Introduces empirical evidence, based on Roger′s model of diffusion, that early trier segments exist for innovative services. States that the study′s findings are of relevance to other services such as cellular telephone systems and electronic funds transfer systems. Concludes that early trier segments should be targeted during initial marketing carried out by service providers, who will have studied potential markets and identified requirements of different segments.

Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the state of the art over the 1979‐97 period, with particular emphasis on the topics that have been researched, the extent of the theory development in the field and the methodologies used in conducting research. Uses content analysis to review 75 relevant articles. Suggests that, while a considerable breadth of topics have been researched, there remains much to be done, there is further room for theoretical development in Chinese consumer behaviour studies; and the methodologies used need improvement and further refinement.

New technology‐based ventures (NTBVs) gain access to beneficial social capital through their affiliation with technology incubators, organizations created to facilitate learning leading to the successful development of nascent firms. Scillitoe and Chakrabarti (2005, 2) identified three sources of beneficial social capital within human networks, “historical ties, organizational facilitation, and trustbased shared pursuit of common goals”, with organizational facilitation identified as the primary source of beneficial social capital for ventures within technology incubators. The current study extends this prior research investigating the development of social capital of NTBVs through incubator facilitation, focusing on the influence of female founders. Results are based on surveys collected from fifty‐four technology‐based firms affiliated with technology incubators in the United States and Finland. The results from this exploratory study show that the speed of technological learning is negatively affected by the interpersonal network access in firms with female founding management team members. Technological learning includes acquiring knowledge of legal protection of intellectual property, complex technological and scientific knowledge, and design and production skills that enable the development and commercialization of NTBV products and services (Deeds, DeCarolis, and Coombs, 1999). This finding contradicts prior research that suggests technological development of ventures is positively influenced by interpersonal network access through incubators (Hansen, Chesbrough, Nohria, and Sull 2000; Scillitoe and Chakrabarti 2005). Implications for technology incubator managers, NTBV founders, and economic development agencies that support technology incubators are discussed.

Few studies have explored the direct influence of social networking websites (SNWs), and to the best of our knowledge, none have examined the indirect influence of SNWs on users and how that indirect influence leads to word‐of‐mouth related behaviors in SNWs. This study employs the theoretical framework of the third‐person effect theory, which is grounded in psychology, to examine the indirect influence of SNWs and how that indirect influence may potentially contribute to marketing research and practice. Davison’s (1983) third‐person effect (TPE) theory proposes that individuals tend to expect mass media to have a greater effect on others than on themselves. After the analysis of survey data, the current research first explores whether a third‐person effect exists in the SNW context and if it does, how it differs from that in traditional media context. Based on theory and numerous empirical findings, the current research also investigates how the thirdperson effect varies with different referent “others”. Finally, based on the theoretical propositions of previous studies, this study links third‐person effect to behavioral consequences related to word‐of‐mouth communication via SNWs. The results support all hypotheses. This work contributes to consumer psychology and word‐of‐mouth communication research, and generates implications for marketers targeting young consumers and/or those interested in stimulating word‐of‐mouth communication in the SNW context. Limitations are also addressed.

Discusses five barriers to new product adoption by older people. Offers marketing solutions to these barriers: sell value, communicate through children, segment the elderly market, design intergenerational products, utilize relationship marketing and promote product trial. Concludes that marketing innovations to the elderly is different than for other age groups, with a requirement to focus specifically on need, not newness.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

The following classified, annotated list of titles is intended to provide reference librarians with a current checklist of new reference books, and is designed to supplement the RSR review column, “Recent Reference Books,” by Frances Neel Cheney. “Reference Books in Print” includes all additional books received prior to the inclusion deadline established for this issue. Appearance in this column does not preclude a later review in RSR. Publishers are urged to send a copy of all new reference books directly to RSR as soon as published, for immediate listing in “Reference Books in Print.” Reference books with imprints older than two years will not be included (with the exception of current reprints or older books newly acquired for distribution by another publisher). The column shall also occasionally include library science or other library related publications of other than a reference character.

The representation of Heterogeneous Object (HO) is divided into two categories: Data model (DM) and material evaluation paradigm (MEP). A hybrid methodology with geometry model and volumetric dataset to represent heterogeneous properties is proposed in this paper. Geometry model of an object can guarantee the accuracy of the final HO slices; and volumetric dataset lends the flexible manipulability and other advantages to HO representation. Two MEPs, namely distance field (DF) based and Fixed Reference Features & Active Grading Source(s) (FRF&AGS) are presented to facilitate the process of HO representation according to the designer)s input parameters. The DM can be modified interactively with users until the final satisfactory result is obtained. In this paper, a scheme of HO slicing is described. In this method, we utilize the slices contour of geometrical model as constraint to reconstruct the HO slices, which can theoretically achieve the same accuracy with the geometrical shape. Some examples of Heterogeneous object represented with our scheme are provided.