Jonathan R. Copulsky and Michael J. Wolf
This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair coloring…
Abstract
This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair coloring products will send trial samples to regular users of competing brands. And at supermarkets across the country, shoppers will watch personalized advertisements for cookies, toothpaste, and coffee at checkout counters equipped with video screens. In these instances and countless others, advertisers are finding new ways to communicate with their customers that capitalize on and leverage the long‐term relationship between the advertiser and consumer.
Bart Macchiette and Abhijit Roy
Attempts to clarify the concept of affinity and to distinguish itfrom other marketing‐related terms. Gives guidelines for differentiatingthree general levels of affinity groups…
Abstract
Attempts to clarify the concept of affinity and to distinguish it from other marketing‐related terms. Gives guidelines for differentiating three general levels of affinity groups, suggesting respective strategic implications. Offers a taxonomy for classifying sources from which types of affinity may emerge and provides a method for relating the affinity levels with the taxonomy in order to develop a marketing plan. Elaborates on future opportunities in the field.
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David Shani and Sujana Chalasani
Discusses niche and relationship marketing strategies as responsesto fragmentation of the mass market. Considers the differentperspectives of these approaches and how the two may…
Abstract
Discusses niche and relationship marketing strategies as responses to fragmentation of the mass market. Considers the different perspectives of these approaches and how the two may be integrated into an overall marketing strategy. Concludes that marketers need to move from a top‐down approach of segmentation to a bottom‐up approach of aggregating individual needs, and an integrative relationship marketing system using a customer database is a way of doing so.
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Many current video games feature virtual worlds inhabited by autonomous 3D animated characters. These characters often fall short in their ability to participate in social…
Abstract
Many current video games feature virtual worlds inhabited by autonomous 3D animated characters. These characters often fall short in their ability to participate in social interactions with each other or with people. Increasing the social capabilities of game characters could increase the potential of games as a platform for social learning. This article presents advances in the area of social autonomous character design. Specifically, a computational model of social relationship formation is described. This model formed the basis for a game entitled “AlphaWolf” that allows people to play the role of newborn pups in a pack of virtual wolves, helping the pups to find their place in the social order of the pack. This article offers the results from a 32‐subject user study that assessed the social relationship model, showing that it effectively represents the core elements of social relationships in a way that is perceivable by people. Additionally, this article proposes a game that will allow parents, teachers and children to experiment with computational social behavior through social virtual characters. This research contributes to the development of games for social learning by offering a set of viable algorithms for computational characters to form social relationships, and describing a project that could utilize this model to enable children to learn social skills by interacting with game characters.
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In 2006 the German-based electronics company Siemens faced widespread corruption and bribery allegations. Investigations of the German state attorney’s office disclosed an amount…
Abstract
In 2006 the German-based electronics company Siemens faced widespread corruption and bribery allegations. Investigations of the German state attorney’s office disclosed an amount of more than 2.3 billion of suspicious payments to foreign governments (Schubert & Miller, 2008). It turned out that Siemens had bribed governmental officials in order to secure contracts and to obtain favorable conditions over more than three decades (Schmidt, 2009). Though Siemens had a clearly stated anticorruption policy this did not prevent the company from getting involved in one of the largest corporate scandals in German business history.
A deeper analysis of the scandal reveals at least four fundamental shortcomings which enabled the corrupt practices on all organizational levels. First, most of the managers saw no alternatives to secure their foreign business, especially in countries where bribery payment has been a widespread practice. Second, the managers had created misguided bonds of loyalty believing that personal engagement in the corruption scheme was part of their dedication to the company. Third, due to corporate routines and commonly accepted practices, most managers lacked a clear sense of reality seeing corruption as part of the regular business at Siemens. Fourth, poor governance structures and a lack of clear regulations for doing business in a corrupt environment made it easier for managers to bypass official regulations.
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Michael Nierla, Alexander Sutor, Stefan Johann Rupitsch and Manfred Kaltenbacher
This paper aims to present a novel stageless evaluation scheme for a vector Preisach model that exploits rotational operators for the description of vector hysteresis. It is meant…
Abstract
Purpose
This paper aims to present a novel stageless evaluation scheme for a vector Preisach model that exploits rotational operators for the description of vector hysteresis. It is meant to resolve the discretizational errors that arise during the application of the standard matrix-based implementation of Preisach-based models.
Design/methodology/approach
The newly developed evaluation uses a nested-list data structure. Together with an adapted form of the Everett function, it allows to represent both the additional rotational operator and the switching operator of the standard scalar Preisach model in a stageless fashion, i.e. without introducing discretization errors. Additionally, presented updating and simplification rules ensure the computational efficiency of the scheme.
Findings
A comparison between the stageless evaluation scheme and the commonly used matrix approach reveals not only an improvement in accuracy up to machine precision but, furthermore, a reduction of computational resources.
Research limitations/implications
The presented evaluation scheme is especially designed for a vector Preisach model, which is based on an additional rotational operator. A direct application to other vector Preisach models that do not rely on rotational operators is not intended. Nevertheless, the presented methodology allows an easy adaption to similar vector Preisach schemes that use modified setting rules for the rotational operator and/or the switching operator.
Originality/value
Prior to this contribution, the vector Preisach model based on rotational operators could only be evaluated using a matrix-based approach that works with discretized forms of rotational and switching operator. The presented evaluation scheme offers reduced computational cost at much higher accuracy. Therefore, it is of great interest for all users of the mentioned or similar vector Preisach models.