Rebuilding Corporate Leadership: How Directors Can Link Long-Term Performance with Public Goals

This report examines how efforts to build public trust and long-term value have coalesced to encourage many large, global corporations to pay greater attention to their longer-term interests by striking a balance between short-term commercial pursuits and such societal concerns as the environment, labor standards, and human rights. Many companies have also found ways to turn such concerns as the effects of climate change and other environmental damage into profitable commercial opportunities. This report also explores how all corporate boards could take a more active part in considering such issues and improving the reporting of financial and non-financial measures of corporate performance broadly conceived. In our view, directors could do more with their current authority to motivate managements to greater innovation, and to support managements in finding long-term value solutions to the numerous economic and societal pressures they face

Developing a creative cluster in a post-industrial city: CIDS and Manchester

This paper takes the establishment and demise of Manchester’s Creative Industries Development Service as an exemplary case study for the ways in which creative industry policy has intersected with urban economic policy over the last decade. It argues that the creative industries required specific kinds of economic development agencies which would be able to act as ‘intermediary’ between the distinct languages of policy makers and ‘creatives’. The paper discusses the tensions inherent in such an approach and how CIDS attempted to manage them. It suggests that which particular circumstances might have intervened the main reason for the demise of the CIDS was the domination of the ‘economic’ over the ‘cultural logic’ both of which are embedded within the creative industries policy discourse

Off-Policy Evaluation of Probabilistic Identity Data in Lookalike Modeling

We evaluate the impact of probabilistically-constructed digital identity data collected from Sep. to Dec. 2017 (approx.), in the context of Lookalike-targeted campaigns. The backbone of this study is a large set of probabilistically-constructed "identities", represented as small bags of cookies and mobile ad identifiers with associated metadata, that are likely all owned by the same underlying user. The identity data allows to generate "identity-based", rather than "identifier-based", user models, giving a fuller picture of the interests of the users underlying the identifiers. We employ off-policy techniques to evaluate the potential of identity-powered lookalike models without incurring the risk of allowing untested models to direct large amounts of ad spend or the large cost of performing A/B tests. We add to historical work on off-policy evaluation by noting a significant type of "finite-sample bias" that occurs for studies combining modestly-sized datasets and evaluation metrics involving rare events (e.g., conversions). We illustrate this bias using a simulation study that later informs the handling of inverse propensity weights in our analyses on real data. We demonstrate significant lift in identity-powered lookalikes versus an identity-ignorant baseline: on average ~70% lift in conversion rate. This rises to factors of ~(4-32)x for identifiers having little data themselves, but that can be inferred to belong to users with substantial data to aggregate across identifiers. This implies that identity-powered user modeling is especially important in the context of identifiers having very short lifespans (i.e., frequently churned cookies). Our work motivates and informs the use of probabilistically-constructed identities in marketing. It also deepens the canon of examples in which off-policy learning has been employed to evaluate the complex systems of the internet economy.Comment: Accepted by WSDM 201

Analysis of Customer Portfolio and Relationship Management Models : Bridging Managerial Dimensions

This paper broadly discusses the customer portfolio theories and their implications in reference to marketing and purchasing perspectives. It provides an insight into how marketers interpret and describe companies' actions. The central theme of the paper - the tools that can be used to facilitate relationship management. The discussion in the paper provides a framework for relationship management, the central tenet of which is to enable managers to invest their resources in the most efficient and effective way. The contributions to the understanding of relationship management are critically reviewed in the following sections. The alternative models have been developed in reference to the market environment and values concepts in reference to the triadic relationship among the organization, supplier and customer has been discussed in the contemporary managerial perspectives. The paper also draws applied recommendations are made about their relevance to strategic decision making and theoretical development in the area of customer portfolio management.Customer portfolio, customer relationship, supplier relationship, decision making, customer value

Embedding Diversity: Communication and Label Concept for Underutilized Crops – Checklist for your First Evaluation

There are some very successful cases of marketing of underutilized crops in European countries. Examples are the marketing of rare varieties in Austrian and Swiss supermarkets. Other examples are market initiatives in Spain, France, or Italy, selling local produces and processed foods in specialised shops, at farmers markets, or directly at the farm. A consumer survey was conducted in 2017 in France, Italy, Spain, and Switzerland during DIVERSIFOOD project in order to gain additional data on such examples; and Rossi et al. (2016)1 developed the DIVERSIFOOD Case Study Framework. Among others an objective of these studies was to identify some best-case examples for the use of a trademark, label or logo and the related communication strategies. Then a flagship approach to communicate the benefits of underutilized crops by means of a label should be developed. The studies identified many individual approaches of the various marketing initiatives, each based on slightly different secrets of success. Within the DIVERSIFOOD consortium it was concluded that there’s no sense in defining a single best-label flagship approach; instead, a concept should give an idea of the possibilities to communicate the value of agrobiodiversity to consumers. This concept is the resulting outcome. It provides a structured approach for networks an market initiatives to evaluate whether a label for underutilized crops is feasible, and wheter it is in line with theire values and aims or not, and what the premises for the communication strategy are for those underutilized crops. This concept provides a general idea about topics that should be considered. The result could be the introduction of a label or the abandonment of introducing a label. In the beginning of such an evaluation there are most likely existing underutilized crops, that is, genetic resources, such as old, locally, and newly bred underutilized varieties, as well as some products or product ideas derived from these crops. The main target groups of this concept are farmers involved in participatory breeding, seed savers, seed networks and communities, foundations, and breeders of underutilized crops, as well as partners of such genetic resources. Moreover, the concept could be interesting for initiatives and organizations that consider the integration of underutilized crops in their existing label; however there is no specific treatment of this topic in the concept. The concept should be considered as the first step in the evaluation of a new label. The treated topics might also hint on further considerations when developing a successful marketing initiative. However, the concept focuses mainly on two points: 1. Introduction of a label2, a logo, a trademark or similar and some implications 2. Communication tools and communication contents for products of underutilized crop

Gone in Sixty Milliseconds: Trademark Law and Cognitive Science

Trademark dilution is a cause of action for interfering with the uniqueness of a trademark. For example, consumers would probably not think that Kodak soap was produced by the makers of Kodak cameras, but its presence in the market would diminish the uniqueness of the original Kodak mark. Trademark owners think dilution is harmful but have had difficulty explaining why. Many courts have therefore been reluctant to enforce dilution laws, even while legislatures have enacted more of them over the past half century. Courts and commentators have now begun to use psychological theories, drawing on associationist models of cognition, to explain how a trademark can be harmed by the existence of similar marks even when consumers can readily distinguish the marks from one another and thus are not confused. Though the cognitive theory of dilution is internally consistent and appeals to the authority of science, it does not rest on sufficient empirical evidence to justify its adoption. Moreover, the harms it identifies do not generally come from commercial competitors but from free speech about trademarked products. As a result, even a limited dilution law should be held unconstitutional under current First Amendment commercial-speech doctrine. In the absence of constitutional invalidation, the cognitive explanation of dilution is likely to change the law for the worse. Rather than working like fingerprint evidence--which ideally produces more evidence about already-defined crimes--psychological explanations of dilution are more like economic theories in antitrust, which changed the definition of actionable restraints of trade. Given the empirical and normative flaws in the cognitive theory, using it to fill dilution\u27s theoretical vacuum would be a mistake

Carbon Labelling and Low Income Country Exports: An Issues Paper

In response to growing concerns over climate change, consumers and firms in developed countries are considering their carbon footprint. Carbon labelling is being explored as a mechanism for greenhouse gas emission reduction primarily by private actors. This paper discusses the carbon accounting activities and carbon labelling schemes that are being developed to address these concerns with a view to their impact on small stakeholders, especially low income countries. This discussion centres on transportation, and the common presumption that products produced locally in the country of consumption will have an advantage in terms of carbon emissions, and on size. Exports from low income countries typically depend on long distance transportation and are produced by relatively small firms and tiny farms who will find it difficult to participate in complex carbon labelling schemes. However, the popular belief that trade by definition is problematic since it necessitates transportation, which is a major source of emissions, is generally not true. The scientific evidence shows that carbon efficiencies elsewhere in the supply chain may more than offset the emissions associated with transportation. Indeed, the effective inclusion of low income countries in labelling schemes may offer important opportunities for carbon emission reductions due to their favourable climactic conditions and their current use of low energy intensive production techniques. The disadvantages of small size can be reduced by carbon labelling schemes that use innovative solutions to low cost data collection and certification.carbon labelling; exports; low income countries;