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The long interview is an intensive questioning of informants selected for their special knowledge, experiences and insights (or ignorance) of the topic under study. The objectives of the long interview include learning the thinking, feeling, and doing processes of the informants, including an understanding of the informants' worldviews of the topic under study in their own language. The chapter compares the strengths and weaknesses of the long interview to other primary data collection methods. The chapter describes a research application of the long interview in integrated marketing. The study was designed to (a) learn about the rich complexities in the lives of household gardeners buying and using seeds plants after responding to direct marketing appeals and (b) resolve two conflicting “theories-in-use” of how and why different customer types purchase products. These competing theories were proposed by different executives in the firm sponsoring the study. The development and critical testing of competing theories-in-use are described. This chapter reports a study to learn the behavior of five customer types. The results include thick descriptions of the processes of buying and using seeds and plants purchased through direct marketing offers and store visits.

Business-to-consumer e-commerce results in deliveries to consumers. Before evaluating the impact on urban networks, it is necessary to describe and understand the underlying logistics. Certain sectors, e.g. food products, require specific solutions.

Distribution systems are presented as an alternative to private shopping trips. However, the costs of order handling (order-picking, packaging) and home deliveries are still high and not always covered by the price paid by the consumer. On the whole, the profitability of on-line retailing is uncertain and the number of clients limited.

With expenditures totaling $227 billion in 2007, prescription drug purchases are a growing portion of the total medical expenditure, and as this industry continues to grow, prescription drugs will continue to be a critical part of the larger health care industry. This chapter presents a survey on the economics of the US pharmaceutical industry, with a focus on the role of R&D and marketing, the determinants (and complications) of prescription drug pricing, and various aspects of consumer behavior specific to this industry, such as prescription drug regulation, the patient's interaction with the physician, and insurance coverage. This chapter also provides background in areas not often considered in the economics literature, such as the role of pharmacy benefit managers in prescription drug prices and the differentiation between alternative measures of prescription drug prices.

The direct marketing retailers have traditionally provided mail order and call center channels. In the emergence of Internet channel, the direct marketing retailers have reported a large increase in the use of Internet channel, and some have encouraged the customers to use the Internet channel more than other channels due to potential cost savings for the firm. However, over a decade of Internet usage, the traditional Call Center channel has not disappeared in the direct marketing industry. This study is motivated by this observation and incorporates the variables that capture the benefits of using different channels in the multi-channel choice model.

We apply the proposed model to a transactional database from a direct marketing retailer that operates multiple channels. Our empirical result shows that the multi-channel choice model that incorporates the channel benefits has stronger channel share prediction power than the model without. It further shows that consumers are more likely to choose the Internet channel when the consumer has low perceived risk and high experience and familiarity with the purchase, but they are more likely to choose the Call Center when the consumers have high perceived risk and low experience and familiarity.

This chapter develops a productivity analysis of the US consumer drug store business using data envelopment analysis. This study concerns itself with five major US consumer drug chains. The output variables used are profit, total revenue, and prescription revenues. The input variables are number of pharmacists, number of drug store assets, and capital equity.

Smart card-based E-payment systems are receiving increasing attention as the number of implementations is witnessed on the rise globally. Understanding of user adoption behavior of E-payment systems that employ smart card technology becomes a research area that is of particular value and interest to both IS researchers and professionals. However, research interest focuses mostly on why a smart card-based E-payment system results in a failure or how the system could have grown into a success. This signals the fact that researchers have not had much opportunity to critically review a smart card-based E-payment system that has gained wide support and overcome the hurdle of critical mass adoption. The Octopus in Hong Kong has provided a rare opportunity for investigating smart card-based E-payment system because of its unprecedented success. This research seeks to thoroughly analyze the Octopus from technology adoption behavior perspectives.

Cultural impacts on adoption behavior are one of the key areas that this research posits to investigate. Since the present research is conducted in Hong Kong where a majority of population is Chinese ethnicity and yet is westernized in a number of aspects, assuming that users in Hong Kong are characterized by eastern or western culture is less useful. Explicit cultural characteristics at individual level are tapped into here instead of applying generalization of cultural beliefs to users to more accurately reflect cultural bias. In this vein, the technology acceptance model (TAM) is adapted, extended, and tested for its applicability cross-culturally in Hong Kong on the Octopus. Four cultural dimensions developed by Hofstede are included in this study, namely uncertainty avoidance, masculinity, individualism, and Confucian Dynamism (long-term orientation), to explore their influence on usage behavior through the mediation of perceived usefulness.

TAM is also integrated with the innovation diffusion theory (IDT) to borrow two constructs in relation to innovative characteristics, namely relative advantage and compatibility, in order to enhance the explanatory power of the proposed research model. Besides, the normative accountability of the research model is strengthened by embracing two social influences, namely subjective norm and image. As the last antecedent to perceived usefulness, prior experience serves to bring in the time variation factor to allow level of prior experience to exert both direct and moderating effects on perceived usefulness.

The resulting research model is analyzed by partial least squares (PLS)-based Structural Equation Modeling (SEM) approach. The research findings reveal that all cultural dimensions demonstrate direct effect on perceived usefulness though the influence of uncertainty avoidance is found marginally significant. Other constructs on innovative characteristics and social influences are validated to be significant as hypothesized. Prior experience does indeed significantly moderate the two influences that perceived usefulness receives from relative advantage and compatibility, respectively. The research model has demonstrated convincing explanatory power and so may be employed for further studies in other contexts. In particular, cultural effects play a key role in contributing to the uniqueness of the model, enabling it to be an effective tool to help critically understand increasingly internationalized IS system development and implementation efforts. This research also suggests several practical implications in view of the findings that could better inform managerial decisions for designing, implementing, or promoting smart card-based E-payment system.

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

This chapter explores the multiplicity, formation, and porosity of organizational boundaries in new, fluid forms of production. Conceptualizing them as “partial organizations,” we argue that both the intentional design of organizational elements (such as membership, hierarchy, rules, monitoring, and sanctioning) as well as unintended adjustments of “unorganized” aspects drive boundary formation and impact boundary porosity. In addition, we contend that structuring dynamics will create specific trajectories for boundaries over time. Empirically, we further our theoretical framework on the basis of an in-depth case study of the Apache open-source software community during its formative years (1995–2002). We find that both the salience and formalization of boundaries increase over time. However, different conceptions of boundaries (such as efficiency, competence, power, and identity) become salient at different points in time. While design and adjustment drive boundary formation with regard to all boundary conceptions in our empirical case, porosity develops differently for each of them. We also demonstrate that the formalization of boundaries does not necessarily reduce boundary porosity, but actually may increase it.

E-commerce businesses have been undergoing rapid development for the last five years in the United States and for the past two years in Europe. This sustained growth illustrates the existence of a demand for this type of service, particularly among the youth. Beyond the startup phase, e-commerce companies are continuing to generate significant losses, which point to organisational defects, the most serious being logistic support to this business. Analysis of the e-commerce issue is delicate, given the haziness of the activity's perimeter. E-commerce startups offer services similar to traditional mail-order, and consumer retailing is not clearly stating its objectives in creating its own e-commerce sites.

Logistics is not an organisational technique that is adapted to the rapid and unpredictable changes that e-commerce is experiencing today. Logistics related problems in e-commerce vary according to the type of commercial activity involved, but they are often considerable and sometimes result from the precipitation with which these activities were set up.