Docter

In: English and Literature

Submitted By jens222
Words 7033
Pages 29
INDEX Strategic Marketing Management Papers 1. Decision making
1-1 Mizik, N. (2010) The theory and practice of Myopic Management.
1-2 Slater, S.F. and Narver, J.C. (1995). Marketing orientation and the learning process. 2. Innovation
2-1 Mahajan, V., Muller. E. and Bass, F.M. (1990). New product diffusion models in Marketing. A Review and directions for research. 3. Turbulence

3-1 De Meyer, A., Loch, C.H. and Pich, M.T. (2002). Managing Project Uncertainty: From variation to chaos.

4. Service

4-1 Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). A conceptual Model of Service Quality and its implications for future research.

4-2 Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). Problems and strategies in Service Marketing.

5. Connected Customer

5-1 Dye, R. (2000). The buzz on buzz

5-2 Van den Bulte, C. (2010). Opportunities and Challenges in studying customer networks.

1-1 Mizik, N. (2010) The theory and practice of Myopic Management.
Het artikel bespreekt de theorie en het empirische bewijs van myopic management (MM) met betrekking tot het uitvoeren van marketingactiviteiten. Het bewijst het onvermogen van de aandelenmarkt om marketing en innovatieactiviteiten juist te waarderen. De auteur beoordeelt de totale financiële consequenties van MM (bezuinigen op marketing en research-and-development uitgaven om winsten op te blazen) en is van mening dat myopia op lange termijn een negatieve invloed heeft op de waarde van het bedrijf. MM staat in contrast met boekhoudkundige winstinflatie en de auteur toont aan dat de werkelijke activiteiten (MM), en niet de boekhoudkundige manipulatie, een negatieve impact hebben op toekomstige financiële prestaties. Resultaten zijn consistent in verscheidene onderzoeken. Iedereen moet een poging doen MM in te perken.
The Theory 1. Hidden Action Models
Onder perfecte…...

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