FAULTLESS, error‐free communication between man and machine, as well as between individual assemblies is of vital importance for reliable aircraft operation. The term ‘man/machine…
Abstract
FAULTLESS, error‐free communication between man and machine, as well as between individual assemblies is of vital importance for reliable aircraft operation. The term ‘man/machine communication’ is interpreted in this context as the output of information offered by the aircraft equipment and the entry of commands and information in the aircraft system by the human operator. Machine/machine communication, on the other hand, means integrated operation of the individual subsystems of the aircraft.
It is all too easy in the hectic world of business to get too involved with the day‐to‐day managing of processes and events. When this happens it is difficult to see the wood for…
Abstract
It is all too easy in the hectic world of business to get too involved with the day‐to‐day managing of processes and events. When this happens it is difficult to see the wood for the trees and the automatic pilot syndrome takes over. This does not suggest that you do not know what you are doing ‐ on the contrary you are probably as switched on to whatever activity you are managing as anyone could be. What you could be missing, however, is the explanation as to why you are doing it. If this sounds familiar to you, what might be needed is a detached period from your work. By this I mean stay on the high ground for a while so you can get an overview of what you are doing and, more importantly, why you are doing it. How many managers, I wonder, get the opportunity to question what they are doing? If you allow yourself to slip into complacency then you and your organization will soon lose competitive advantage.
Sascha Raithel, Sebastian Scharf, Charles R. Taylor, Manfred Schwaiger and Lorenz Zimmermann
Purpose – Marketers are under increasing pressure to demonstrate the financial return associated with marketing expenditures. Concurrently, more attempts at measuring return on…
Abstract
Purpose – Marketers are under increasing pressure to demonstrate the financial return associated with marketing expenditures. Concurrently, more attempts at measuring return on investment from marketing as well as achieving other long-term goals such as building brand equity and increasing shareholder value have been made. As a result of this emphasis, the degree to which advertising budgets are spent efficiently and the impact of these expenditures on the bottom line are an important topic to study.
Methodology/approach – This study applies data envelopment analysis (DEA) to a group of large firms to assess the degree to which companies spend advertising dollars efficiently and to examine the impact of advertising efficiency on investor behavior and, ultimately, stock prices.
Findings – The analysis reveals that firms that advertise more efficiently are rewarded by investors by positive stock returns.
Research limitations/implications (if applicable) – The study is limited to large enterprises with strong brands within a time frame of only four years.
Practical implications (if applicable) – The results imply that it is advisable for marketing managers not to limit their focus to increasing market-based assets at any cost. The efficiency of their efforts can send a positive signal to investors and contribute to shareholder value enhancement.
Originality/value of the chapter – The chapter finds investors to pay attention not only to the effectiveness of advertising activities but also to their efficiency. The study also demonstrates how DEA and stock return response modeling can be combined to investigate the link between advertising efficiency and investor behavior.