Strategy

Marketers are making increasing use of very brief messages that mention just a brand name or a brand name with a short headline, as in event sponsorship and program endorsements. There has been debate over the effectiveness of these "advertising fragments." This paper introduces an approach for controlled testing of the effects of advertising fragments. Using a reaction-time based procedure, we show that a key effect of advertising fragments is to revive established brand associations, even though these associations are not explicitly communicated.

US cities capture public benefits from private developers under several bargaining frameworks: exactions, incentive zoning and public-private developments. These frameworks exist along a continuum of policy-intervention strategies, from passive regulation to active development, from a quid pro quo to incentive to investment policy posture. Each strategy defines a public position, structure and process for negotiation and parameters for the bargaining process.

This paper develops a model of the breakup or unification of nations. In each nation the decision to separate is taken by majority voting. A basic trade-off between the efficiency gains of unification and the costs in terms of loss of control on political decisions is highlighted. The model emphasizes political conflicts over redistribution policies.

A study examines the long-term effects of promotion and advertising on consumers' brand choice behavior. Some 8 1/4 years of panel data for frequently purchased packaged goods are used to address 2 questions: 1. Do consumers' responses to marketing mix variables, such as price, change over a long period of time? 2. If yes, are these changes associated with changes in manufacturers' advertising and retailers' promotional policies? Using these results, implications for manufactures' pricing, advertising and promotion policies are drawn.

Marketing Aesthetics offers clear guidelines for harnessing a company's total aesthetic output — its "look and feel" — to provide a vital competitive advantage.

We provide a framework in which we link the valuation and asset allocation policies of defined benefits plans with the lifetime marginal productivity schedule of the worker and the pension plan formula. In turn, we examine the retirement policies that are implied by the primitives of the model and the value of pension obligations. Our model provides an explicit valuation formula for a stylized defined benefits plan. The optimal asset allocation policies consist of the replicating portfolio of the pension liabilities and the growth optimum portfolio independent of the pension liabilities.

We give a unified probabilistic analysis for a general class of bin packing problems by directly analyzing corresponding mathematical programs. In this general class of packing problems, objects are described by a given number of attribute values. (Some attributes may be discrete; others may be continuous.) Bins are sets of objects, and the collection of feasible bins is merely required to satisfy some general consistency properties.