With digital equipment becoming increasingly networked, either on wired or wireless networks, for personal and professional use alike, distributed software systems have become a crucial element in information and communications technologies. The study of these systems forms the core of the ARLES' work, which is specifically concerned with defining new system software architectures, based on the use of emerging networking technologies. In this context, we concentrate on the study of distributed systems which bring to life the vision of ubiquitous computing systems, also known as ambient intelligence.

반도체 공정 overview

In this article, the authors try to determine why and under what conditions consumers enter into strong, committed, and meaningful relationships with certain companies, becoming champions of these companies and their products. Drawing on theories of social identity and organizational identification, the authors propose that strong consumer-company relationships often result from consumers’ identification with those companies, which helps them satisfy one or more important self-definitional needs. The authors elaborate on the nature of consumer-company identification, including the company identity, and articulate a consumer-level conceptual framework that offers propositions regarding the key determinants and consequences of such identification in the marketplace.

https://www.jstor.org/stable/pdfplus/30040524.pdf

Consumer-Company Identification: A Framework for Understanding Consumers¿ Relationships with Companies

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The concept of mind

Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.

/pdf/brands-and-branding-research-findings-and-future-priorities-2n1yuyrxc1.pdf

Brands and Branding: Research Findings and Future Priorities

Contemporary research on the outcomes of diverse institutional arrangements for governing common-pool resources (CPRs ) and public goods at multiple scales builds on classical economic theory while developing new theory to explain phenomena that do not fit in a dichotomous world of “the market” and “the state.” Scholars are slowly shifting from positing simple systems to using more complex frameworks, theories, and models to understand the diversity of puzzles and problems facing humans interacting in contemporary societies. The humans we study have complex motivational structures and establish diverse private-for-profit, governmental, and com munity institutional arrangements that operate at multiple scales to generate productive and inno vative as well as destructive and perverse outcomes ( Douglass C. North 1990, 2005 ). In this article, I will describe the intellectual journey that I have taken the last half century from when I began graduate studies in the late 1950s. The early efforts to understand the poly centric water industry in California were formative for me. In addition to working with Vincent Ostrom and Charles M. Tiebout as they formulated the concept of polycentric systems for gov erning metropolitan areas, I studied the efforts of a large group of private and public water producers facing the problem of an overdrafted groundwater basin on the coast and watching saltwater intrusion threaten the possibility of long term use. Then, in the 1970s, I participated with colleagues in the study of polycentric police industries serving US metropolitan areas to find that the dominant theory underlying massive reform proposals was incorrect. Metropolitan areas served by a combination of large and small producers could achieve economies of scale in the production of some police services and avoid diseconomies of scale in the production of others. These early empirical studies led over time to the development of the Institutional Analysis and Development (IAD) framework. A common framework consistent with game theory enabled us to undertake a variety of empirical studies including a meta-analysis of a large number of existing case studies on common-pool resource systems around the world. Carefully designed experimental studies in the lab have enabled us to test precise combinations of structural vari ables to find that isolated, anonymous individuals overharvest from common-pool resources. Simply allowing communication, or “cheap talk,” enables participants to reduce overharvest ing and increase joint payoffs contrary to game theoretical predictions. Large studies of irrigation systems in Nepal and forests around the world challenge the presumption that governments always do a better job than users in organizing and protecting important resources.

/pdf/beyond-markets-and-states-polycentric-governance-of-complex-23y9ii9i6l.pdf

Beyond Markets and States: Polycentric Governance of Complex Economic Systems

Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

The ontology of marketing, particularly the question of what products and brands are, is still largely unexplored The ontological status of brands hinges on their relationship with products Idealists about brands see perceptual or cognitive acts of consumers grouped under the heading ‘brand awareness’ or ‘brand image’ as constitutive for the existence of brands so that, in their view, tools of the marketing mix can influence relevant mental dispositions and attitudes Brand realists, on the other hand, reject the view of brands as mere marks or names and interpret them as emergent products with properties that afford branding in the sense of Gibson’s ecological psychology Brand strength is a function of the degree to which brands occupy defensible niches in product space Branding as a process involves changing external or internal boundaries of products Several arguments are proposed in favor of brand realism The fragments of an ontology of marketing are developed in a broadly Aristotelian framework Brand realism has significant implications for a new understanding of issues ranging from the effects of advertising to financial brand valuation, the nature of trademarks, and marketing strategy in general It permits one to treat brand equity as a real phenomenon not dependent on associations, attitudinal states such as brand loyalty, or spurious constructs such as brand character or personality

The Reality of Brands: Towards an Ontology of Marketing

Purpose – SWOT analysis is defective as a tool for guiding strategic planning because of its subjective, unsystematic, and non‐quantitative nature that lacks predictive power. This paper aims to present an alternative tool that overcomes these defects and is grounded in the resource‐based view of the firm. Meta‐SWOT does not take markets and other factors in the competitive environment as given but invites planners to start from resources and capabilities in determining competitive advantage.Design/methodology/approach – Based on a critique of SWOT analysis, an alternative decision‐support method is presented. Meta‐SWOT is based on the inside‐out approach typical of the resource‐based view of the firm. The method is implemented in a workbook programmed in Microsoft Excel that guides decision‐makers in a systematic step‐by‐step process of questions and answers from an initial brainstorming to a prioritized list of action steps. Input decisions generate a competitive map and a strategy map that assist effec...

Meta-SWOT: introducing a new strategic planning tool

I Introduction Consumer goods, and particularly brands, are part of our common-sense world. Yet marketing, the discipline that studies these phenomena, has so far taken little notice of attempts to develop theories of domains of common-sense reality by investigating its own ontology. Received marketing theory holds that "only philosophers can afford to define products in ontological terms, and that is only because for them it makes no operational difference what the definition is" (Levitt, 1969:11). This view betrays some basic misunderstandings. If ontological analysis has been applied to geographical space, linguistic categories, real estate, visual perception, intellectual property rights, 'naive physics', cyberspace, ethical values, technical artifacts, social relations, and economic objects, something as central in our lives as the domain of commercial products should certainly afford an equal degree of analytical scrutiny (see, e.g., Smith, 1995, 1998, 1999; Smith and Casati, 1994; Simons and Dement, 1996; Smith and Varzi, 1999a; Smith and Mark, 1999). The ontology of the commercial world is of great complexity. This has been recognized in the few attempts to reconstruct or model the categorial framework in which we consider market relations. Economic theory is based on primitive concepts such as: economic good, commodity, money, value, price, and exchange. But it permits only few implications for purposes of marketing, which studies objects not only under the aspect of their specific utility for consumers but, going beyond the domain of economics, also in regard to the opportunities, strategies and techniques of influencing utility and exchange relations. One single project to develop an ontology of business enterprises within an artificial intelligence framework has thus far been undertaken, using the notion of brand as one of its primitives (Uschold, King Moralee and Zorgios 1998). One of the problems every ontological investigation encounters resides in the fact that we can, at one and the same time, classify a region of common-sense reality as comprising (physical or immaterial) objects, economic goods, products, and brands. The subject areas of chemistry, physics, cognitive psychology, economics and marketing overlap, and ontological clarification is needed to identify why and how we deal with the same object differently in marketing than, say, in microeconomic price theory. Over the past two decades, much of marketing theory has focussed on explaining brand equity. It has been recognized that brands are often the most valuable corporate assets, exceeding less dominant products both in terms of consumer awareness and of financial valuation. The question remains, however, what exactly constitutes brand equity. What causes products such as Coca-Cola, the Hershey chocolate bar or Campbell's soup to be 'deep' brands and to profit from a price premium while other colas, candies or soups do not? More precisely, the challenge is to find "a way of bridging the gap between the intangible perceptions of a brand and the revenues realized from it" (Dyson, Farr and Hollis 1995: 10). Only this will adequately explain why companies founded on strong brands are often acquired for a multiple of their book value. There are theories that see brand equity as being anchored in consumer awareness, as intangible assets of companies, or as a theoretical construct which is functionally dependent on brand management (Aaker, 1996; Keller, 1993, 1998). Consumers perceive brand equity as the value added to a product by associating it with a brand name and other distinctive characteristics. Customer-based brand equity, then, depends on the degree to which consumers are familiar with products and "hold some favorable, strong, and unique brand associations in memory" (Keller, 1993: 2). Considering the matter from a financial perspective, companies view brand equity as the net present value of the future profit stream that can be attributed to the price premium of the brand. …

Benedict XVI in Caritas in Veritate advances a positive view of businesses that are hybrids between several traditional categories. He expects that the “logic of gift” that animates civil society infuses the market and the State with relations typical for it—reciprocity, gratuitousness, and solidarity. His theological rationale offers an answer to two questions that have largely remained open in the literature—why hybridization of business occurs and why it is desirable. A rational reconstruction of hybrid enterprise that goes beyond a simple taxonomy of types benefits from the Pope’s call for an intrinsic integration of institutions and processes traditionally attributed to disparate spheres. The relational model of the Trinity defines the unity in diversity that accounts for the benefits of truly hybrid businesses, and the “logic of gift” serves as the agent of integration.

Wolfgang Grassl

Papers

Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

The Reality of Brands: Towards an Ontology of Marketing

Meta-SWOT: introducing a new strategic planning tool

The Reality of Brands: Towards an Ontology of Marketing

Hybrid Forms of Business: The Logic of Gift in the Commercial World *