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Evolution and stationarity are key time series empirical concepts which need theoretical assessment by extant research. This study presents a model to explain brand sales dynamics in emerging markets using two dimensions: sales behavior in time (stationary or evolution) and final position (negative, neutral or positive).

A three-step methodological approach was performed. First, individual brand sales series were classified (stationarity or evolution) after unit root tests. These series were then regressed against a time variable. These two steps enabled a qualitative classification of six proposed positions, ranging from the worst to the best scenario for marketing managers. A final multinomial model identified the marketing effect to these positions.

Descriptive statistics reveal an insignificant prevalence of stationary sales series and a small number of positive brand sales series (ascending or promising). The multinomial model shows that price is negatively associated to positive brand sales positions, the important effect of service strategies and how product decisions can lead to an avoidance of negative positions.

The model is limited to short time series of a unique transactional dataset from a multinational energy company based in Brazil.

The research provides a rational empirical framework to managers involved with decisions regarding brand sales dynamics in emerging markets.

The approach advance into the development of models to uncover conditions for market evolution and stationarity in a context marked by the shortage of data.

The traditional postcolonial focus on the modern and the European, and pre-modern and non-European empires has marginalized the study of empires like the Ottoman Empire whose temporal reign traversed the modern and pre-modern eras, and its geographical land mass covered parts of Eastern Europe, the Balkans, Asia Minor, the Arabian Peninsula, and North Africa. Here, I first place the three postcolonial corollaries of the prioritization of contemporary inequality, the determination of its historical origins, and the target of its eventual elimination in conversation with the Ottoman Empire. I then discuss and articulate the two ensuing criticisms concerning the role of Islam and the fluidity of identities in states and societies. I argue that epistemologically, postcolonial studies criticize the European representations of Islam, but do not take the next step of generating alternate knowledge by engaging in empirical studies of Islamic empires like the Ottoman Empire. Ontologically, postcolonial studies draw strict official and unofficial lines between the European colonizer and the non-European colonized, yet such a clear-cut divide does not hold in the case of the Ottoman Empire where the lines were much more nuanced and identities much more fluid. Still, I argue that contemporary studies on the Ottoman Empire productively intersect with the postcolonial approach in three research areas: the exploration of the agency of imperial subjects; the deconstruction of the imperial center; and the articulation of bases of imperial domination other than the conventional European “rule of colonial difference” strictly predicated on race. I conclude with a call for an analysis of Ottoman postcoloniality in comparison to others such as the German, Austro-Hungarian, Russian, Persian, Chinese, Mughal, and Japanese that negotiated modernity in a similar manner with the explicit intent to generate knowledge not influenced by the Western European historical experience.

The purpose of this paper is to improve the capability of managers to forecast revenues and develop marketing plans for B2B component products.

The methodology used is a dynamic market simulation at the product level. A previously developed consumer goods speciality product forecasting model is extensively modified to capture the different parameters (i.e. direct selling) relevant to a business‐to‐business (B2B) component goods product category. A dynamic simulation is developed using a set of equations developed to capture the marketing mix. Using just the demand equation (total supply exogenous) and employing the entire model (supply endogenous), sales are predicted.

The key findings are that the simulation produced more accurate (lower error) forecasts. The dynamic simulation for total demand for B2B auto components produced a mean absolute percentage error (MAPE) of 8.5 percent, comparing favorably with the average MAPEs of 30 percent achieved by 168 companies forecasting B2B products.

The main research limitation is that the model is limited to B2B component products.

The practical implication of the model is that it improves the ability of marketing managers to successfully reach revenue targets.

This improved ability adds value to the B2B component marketing manager's planning process by providing a method of specifying a marketing plan that is likely to result in revenue that achieves or exceeds the target revenue and knowledge of what marketing mix levels would move present sales to meet or exceed target.

This paper aims to address two unique and important questions. First, how do recessions directly affect firms’ marketing spending decisions? Second, and more importantly, do firms which are more committed to marketing spending through past recessions achieve better stock market returns?

This study is based on a combination of National Bureau of Economic Research, COMPUSTAT and Center for Research in Security Prices data on 6,000 firms between 1982 and 2009 which are analyzed using panel data-based regression models.

The authors find that firms cut marketing spending during recessions. However, firms committed to marketing spending during past recessions achieve better stock market returns. The findings are found to be robust across B2B and B2C industries, different periods and US firms which vary on the proportion of their global revenue from non-US sales.

Top executives cut marketing budgets during recessions; however, if they can resist the pressures, and strategically continue to make marketing investments during recessions, they will achieve higher stock market returns.

This is the first paper to establish the longer-term (not short-term) positive stock market performance of continuous (not episodic) marketing spending through past recessions, i.e. the view that marketing spending is necessary (not discretionary) for stock returns.

The quest for economic development has brought adverse effects on the environment through the release of greenhouse gases, such as carbon dioxide (CO₂₎. This will counter the efforts to achieve the Sustainable Development Goals (SDGs) by 2030. This study, therefore, investigates the effect of electricity consumption and urbanization on CO₂ emissions in Ghana. Electricity consumption and urbanization are among the factors that can be used to reduce CO₂ emissions.

Following the STIRPAT framework with the Hansen (2000) least squares threshold estimation strategy, the study employed annual time series data from 1971 to 2019.

The study revealed a single threshold effect of both electricity consumption and urbanization on CO₂ emissions. Electricity consumption intensity reduces CO₂ emission when electricity consumption is below the threshold (6287GWh) but increases when consumption passes the threshold. However, urbanization exerts a positive influence on CO₂ emissions regardless the level of urbanization (either before or after the threshold point). Again, the empirical results revealed that the urbanization threshold moderates the effect of electricity consumption on CO₂ emissions.

Policymakers have to consider redesigning the current urbanization mode to include some new-type urbanization elements.

The threshold effect of electricity consumption and urbanization on CO₂ emissions in Ghana is examined using the Hansen (2000) least square method.

In this chapter, we evaluate the dollar amount spent on advertising relative to sales, profit margin, and growth rates to study the effectiveness of advertising in today’s retail environment, and whether it leads directly to higher sales and increased profits affording positive earnings for the investor. The study illustrates the use of data envelopment analysis (DEA) technique to benchmark 16 apparel firms to evaluate the effectiveness of their advertising dollars on the sales, profit margin, growth, return on assets (ROA), return on equity (ROE), and return on investment (ROI).

This study examines the relationship between corporate social irresponsibility (CSI) and firm-level sales and estimates the potentially mitigating role of advertising.

To test their hypotheses, the authors conduct an empirical investigation using a sample of 381 US firms engaging in socially irresponsible behavior.

The results of this investigation indicate that while sales are negatively impacted during the year of a CSI event, they generally recover in the year immediately following the event. In addition, advertising is shown to mitigate the negative impact of CSI on sales in both the event year and the year immediately following. The authors also consider whether differences exist between CSI firms with and without advertising. From this comparative analysis, it is observed that CSI firms which advertise tend to experience more severe declines in sales. Also, such firms tend to recover from the negative implications of CSI sooner.

This paper provides a novel and empirical approach to assessing the relationship between CSI events and firm-level sales while quantifying the mitigating effects of advertising. Furthermore, the unique contributions and practical findings of this research generate strong support for the significant role advertising can play in helping firms recover from CSI-based brand crisis events and help to establish a promising path for future research.

The motion picture industry is a cultural and creative industry. Unlike its US counterpart, the Chinese motion picture industry is still developing. Therefore, learning from the US market, the purpose of this paper is to analyze the business model of Chinese movies from the perspective of new product diffusion.

Based on 66 movies released in the US and 21 movies released in China, this paper first compares the diffusion curves of Chinese and US movies through the movie life cycle and box office trends. Next, it analyzes the moviegoing behaviors of Chinese and US audiences based on the innovation and imitation coefficients in the Bass model. Finally, it compares the attention to information of Chinese and US audiences from the perspective of interpersonal word-of-mouth (WOM).

In the USA, a movie’s highest weekly box office is usually in its opening week, followed by a weekly decline in revenue; in China, there is no difference in box office performance between the first two weeks, but a weekly decline in revenue similarly follows. US audiences pay more attention to advertisements for movies than WOM recommendations, while Chinese people pay more attention to WOM recommendations. Neither the Chinese nor the US market differs in the volume of WOM between the first week before release and the opening week, and these two weeks are the most active period of WOM in both markets.

During the production phase for Chinese movies, we should satisfy opinion leaders’ needs. During the distribution phase, we should not only focus on market spending before the movie’s release, but also increase market spending in the opening week. During the theater release phase, we should stimulate WOM communication between moviegoers and thereby attract many more opinion seekers.

Few studies have investigated the Chinese motion picture industry from the perspective of new products. This paper compares and analyzes the diffusion of Chinese and US movies using the Bass model of new product diffusion, providing systematic theoretical guidelines for the commercial operation of the Chinese motion picture industry.

This chapter integrates research that highlights and demonstrates the importance of the marketing mix and customer attitudinal metrics in influencing the customer’s path to purchase. A key objective of this chapter is the provision of an integrative conceptual framework that links marketing actions to customer mindset metrics along the consumer’s path to purchase and the identification of the mechanisms by which customer mindset metrics contribute to consumer purchase journey. Specifically, it delineates two routes for the effects to manifest on sales: the “mindset route” where marketing actions influence customer mindset metrics, which in turn influence brand performance, or the “transactions route” where marketing actions influence market performance directly without influencing the intermediate mindset metrics. A second objective is to identify empirical patterns on incorporating marketing mix and mindset metrics along the path to purchase by reviewing key papers in this domain. Finally, the chapter concludes with the formulation of a rich, forward-looking research agenda on the customer mindset metrics – path to purchase link.