Marketing Costs and Prices: An Expanded View

More than twenty years ago Farris and Reibstein (1979) published research that demonstrated a strong cross-sectional correlation between relative advertising expenditures and relative prices charged by manufacturers of non-durable consumer goods. Data for that research were taken from the PIMS database. The correlation was demonstrated to survive a number of controls for relative quality and market share. The correlation was also shown to be stronger for later stages in the product life-cycle and for products purchased in relatively small dollar amounts. The research made no claims about the direction of causality from advertising to prices or vice versa. Instead, the paper argued that from the management perspective “consistency” between advertising and pricing was important. In other words, businesses with high (or low) relative prices should generally also have high (or low) levels of relative advertising. The claim for the importance of consistency was buttressed by evidence in the paper that businesses with inconsistent pricing and advertising strategies earned lower ROIs. In this chapter we first review and then extend the earlier Farris and Reibstein (1979) study with new analyses based on the PIMS data. The review is placed in the context of a broader managerial (not necessarily a public policy) concern with the relationship between total marketing costs (not just advertising) and prices. The expanded view of marketing costs includes salesforce and other marketing expenses – budget items with collective dollar values that are typically three to four times advertising budgets

Global Assessment of Agricultural System Redesign for Sustainable Intensification

The sustainable intensification (SI) of agricultural systems offers synergistic opportunities for the co31 production of agricultural and natural capital outcomes. Efficiency and Substitution are steps towards SI, but system Redesign is essential to deliver optimum outcomes as ecological and economic conditions change. We show global progress towards SI by farms and hectares, using seven SI sub-types: integrated pest management, conservation agriculture, integrated crop and biodiversity, pasture and forage, trees, irrigation management, and small/patch systems. From 47 SI initiatives at scale (each >104 farms or hectares), we estimate 163M farms (29% of all worldwide) have crossed a redesign threshold, practising forms of SI on 453Mha of agricultural land (9% of worldwide total). Key challenges include investing to integrate more forms of SI in farming systems, creating agricultural knowledge economies, and establishing policy measures to scale SI further. We conclude that SI may be approaching a tipping point where it could be transformative

The Island of Truth

122 hlm;ill;17,5 c

Cowboys in Alaska

87 p .; 19 cm

Tomorrow's cities: a framework to assess urban resilience

Urbanisation is one of the great driving forces of the twenty-first century. Cities generate both productivity and creativity, and the benefits offered by high-density living and working contribute to sustainability. Cities comprise multiple components, forming both static and dynamic systems that are interconnected directly and indirectly on a number of levels. Bringing together large numbers of people within a complex system can lead to vulnerability from a wide range of hazards, threats and trends. The key to reducing this vulnerability is the identification of critical systems and determination of the implications of their failure and their interconnectivities with other systems. One emerging approach to these challenges focuses on building resilience – defined here as the degree to which a system can continue to function effectively in a changing environment. This paper puts forward a framework designed to help engineers, planners and designers to support cities in understanding the hazards, threats and trends that can make them vulnerable, and identify focus areas for building resilience into the systems, which allow it to function and prosper. Four case studies of cities whose resilience was tested by recent extreme weather events are presented, seeking to demonstrate the application of the proposed framework

Tomorrow's cities - a framework for building resilience

Urbanisation is the great driving force of the twenty-first century. Cities are associated with both productivity and creativity, and the benefits offered by closely connected and high density living and working contribute to sustainability. At the same time, cities need extensive infrastructure – like water, power, sanitation and transportation systems – to operate effectively. Cities therefore comprise multiple components, forming both static and dynamic systems that are interconnected directly and indirectly on a number of levels, all forming the backdrop for the interaction of people and processes. Bringing together large numbers of people and complex products in rich interactions can lead to vulnerability from hazards, threats and even trends, whether natural hazards, epidemics, political upheaval, demographic changes, economic instability and/or mechanical failures; The key to countering vulnerability is the identification of critical systems and clear understanding of their interactions and dependencies. Critical systems can be assessed methodically to determine the implications of their failure and their interconnectivities with other systems to identify options. The overriding need is to support resilience – defined here as the degree to which a system or systems can continue to function effectively in a changing environment. Cities need to recognise the significance of devising adaptation strategies and processes to address a multitude of uncertainties relating to climate, economy, growth and demography. In this paper we put forward a framework to support cities in understanding the hazards, threats and trends that can make them vulnerable to unexpected changes and unpredictable shocks. The framework draws on an asset model of the city, in which components that contribute to resilience include social capital, economic assets, manufactured assets, and governance. The paper reviews the field, and draws together an overarching framework intended to help cities plan a robust trajectory towards increased resilience through flexibility, resourcefulness and responsiveness. It presents some brief case studies demonstrating the applicability of the proposed framework to a wide variety of circumstances