This paper is a short summary of the major findings of a study based upon sixty-two case studies of organizations that have successful data warehouses in use at their sites. The in-person interviews that provide the basis of the study were conducted in 1995 and 1996. The goal of the project was to examine the financial impact of data warehouses on the core processes contributing to an organizations success. After visiting the organizations at locations ranging from New York City to Juneau, Alaska and Helsinki, Finland, the results are irrefutable: as an investment, data warehouses provide organizations with the ability to deliver astronomical benefits, and fulfill many of technologys longstanding promises.
This paper describes the revolution in petrol retailing in the United Kingdom; a revolution initiated by the major supermarket operators and which has resulted in the oil companies losing 25 % of their market share and f 1 billion in revenues. The paper looks at the casual effects of the revolution, analyses the consequences, and makes projections as to how other retailing sectors, such as financial services, clothing and consumer services are vulnerable to attack from the supermarket operators.
The paper reviews three distinct meanings of the expression 'Brand Equity': financial valuation of a brand, a consumer measure of 'brand strength', or a description of a brand's associations and attributes. These are separate concepts and the relationship between them is not simple. Various approaches to measuring consumer 'brand strength' are reviewed. A number of different performance measures can be used to evaluate and manage a brand but attempts to reduce these to a single number are artificial. The expression 'brand equity' is confusing and could be dispensed with.
This paper postulates that the conflict between the finance and consumer measures in an organisation can be overcome by keeping in mind the overall goals of the organisation. This goal is defined to be - Maximising Shareholder Value. The paper develops a practical framework which provides linkages between the strategic and operational brand management decisions and the end goal. This is achieved by identifying Relatable Key Result Areas for managers at different levels, which are conclusively linked to Shareholder Value through the concept of Free Cash Flows. The paper uses case studies to illustrate the same. In a scenario where the marketing and finance functionaries of an organisation are asked to march to their idea of the brand equity tune, in all likelihood, a divergence of paths and rhythm would be seen. In fact, none of us would be surprised if there is a substantial divergence in these paths. Both the functions tend to hold steadfast to their own beliefs and ideas on what brand equity is and what it means to the organisation, and this leads to the conflict of consumer measures v/s. financial measures.
There can be little doubt that the influence of technology is fundamentally changing the nature of the relationship between our High Street banks and their customers. In the United Kingdom, this is most graphically illustrated by the growth in the availability of automatic telling machines and the number of withdrawals going through them. This paper describes developments in home banking over the last ten years and argues that for the foreseeable future, the telephone is likely to remain the predominant delivery medium for financial services into the home. It concludes with a warning to financial institutions that not only should they carefully research the full cost versus benefit picture before venturing into new areas of service provision and capitalising on new technologies, but that the longer term consequences of possible customer alienation and loss of brand loyalty need to be carefully evaluated before committing wholeheartedly to the brave new world of electronic service delivery.
Sponsorship is a relatively under-researched area in most developing countries. To learn more about it, a continuous tracking system was set up. In this paper the authors share their experiences with tracking data, the evaluating effect of specific activities over an entire sponsorship campaign; the long term impact of mega events; studies carried out in decay and factors affecting decay as well as other aspects pertaining to the effect of sponsorship on brand salience.
Over the past twenty years there appears in Europe an increase in the demand of by-products and a blockage of the fresh consumer market, decisively contributing to the existence of excess supply in some varieties, when there is overproduction in a season, and the oversupply of the market is increased, provoking a prices drop. The cost of raw material in Spain is high and the industry is basically supplied from collecting raw material in a marginal form, under adverse climatical situations of overproduction, or through subsidies. After a first reference to the juice industry in the world, the Spanish reality is set out in the subjects concerning the structural characteristics, varietal composition, EEC policy and production costs. The major conclusion is the need for setting up the development of the industry on basis different from the current, with plannings in the supply of raw material, withdrawing from the fresh supply the inferior qualities, a measure that would be viable through interprofessional agreements, or by cooperative system. Although the world market of concentrated juices is very competitive in favour of the countries that dominate it, the Spanish citriculture should not have renounced to the extension of the industry in view of the blockage of the fresh market, and the increase of juice consumed. With the purpose of optimizing the economical result of the fresh market shipments, an optimization model of the supply is presented, through a function of global demand set out in weeks, which makes it possible to quantify the amounts and qualities that must be withdrawn from the market to be destined for the processing industry. Two criteria have been considered for this: maintenance of price levels, and of weekly incomes. The characteristics of the functions utilized have allowed to establish substitutions between amounts and quality levels, maintaining unchanged the prices or the incomes.
This paper outlines a regional analysis of the off-patent manufacture of agrochemicals in Europe, the Far East and Latin America. The volumes of sales turnover produced by this manufacturing sector are identified, and the range of chemical types being produced. Individual examples are given to highlight the effect that this additional production base can have on supply and pricing, as well as an indication of the range of actives still in short-term development.
In the following it will be analysed in how far these and other instruments were accepted by the farmers up to now, initiated target-orientated processes and produced purposeful results. With this it is necessary to differentiate the mechanisms of regulation, in the broader sense the possibilities of reaction, too, according to the ones which are affected by degree of choice in this and the monetary attractiveness.
Agriculture as a part of society (as well as the agricultural industry and preferably the communication chain within the agricultural industry) must rethink its role. In the field of crop protection, for example, we find that the market in West Europe is virtually saturated. Almost all the problems in crop production can be solved with some available product. At best a qualitative interchangeability can be hoped for, or a qualitative displacement with limited opportunities for growth. The diagram shows that the fields of action are large. In the research and development branch, stiff demands are made for ever better, more intelligent, environmentally safer products. The environmental requirements in a way are the highest hurdle - on the one hand a positive feature, but also riddled with a myriad of incongruities.
The Gesundheitsstrukturgesetz (GSG) which was introduced in January 1993 has changed the German Health Market dramatically. Prior to the introduction, the health market was structured by more or less equal influential participants. The pharmaceutical industry even could be regarded as primus inter pares. After the introduction the Ministry of Health became the most powerful force in the health care system. From then on, the ministry dominated all developments and decisions. Each of the other participants found themselves in the situation of reacting instead of acting. Therefore, the Ministry reached absolutely its aim. The costs of health care system could be reduced by 10 billions DM. The doctors in private practice were worried of loosing money. Their obliging adaptation to the governmental aims made the huge cost reduction possible. The main loosers of the GSG were the pharmaceutical industry, the pharmacists and the population. The pharmaceutical industry had to figure de- creasing profits and turnovers. They had to reduce their staff and their in- vestments. The Positiv-Liste which will show up at the end of 1995 will cause again trouble for the financial situation of the pharmaceutical industry. It is very doubtful that the OTC-market will substitute the losses of the prescription- market. The chance of the future is the evolution of holistic therapy concepts instead of the simple sale of drugs.
This paper examines the benefits of using multi-disciplinary teams in the development of a new product. Particular emphasis is placed on the risk reduction benefits of a commercial orientation to decisions which have traditionally been made outside the recognised commercial departments. Practical examples are given of the financial benefits of this approach in some clients, as well as guidelines to the effective establishment and management of multi-disciplinary teams.