Implementation Critical Success Factors (CSFs) for ERP: Do they contribute to implementation success and post-implementation performance?

Extent: 55 p.Frequent commentaries in the literature have stated that certain critical success factors (CSFs) have to be accomplished in an organisation for an Enterprise Resource Planning (ERP) system project to be successful. In this study we argue and demonstrate empirically that success in implementing an ERP system and in gaining performance improvement should be conceptualised as two separate dependent variables. The distinction is made because the former aspect is based upon project delivery outcomes, while the latter assesses post-ERP project performance. We question whether some factors labelled as 'critical' success factors for ERP projects are in practice actually critical for achieving success in implementation and improving output performance. To examine this we report an empirical study that has investigated whether four major CSFs are in practice critical for achieving organisational performance improvements, and the role that successful implementation may play in influencing the relationship between CSFs and improvements in organisational performance. A conceptual model was devised and then analysed using structural equation modelling, based on data collected from 217 organisations. We found that some CSFs were not critical to achieve success in ERP implementation but were critical to help an organisational achieve performance improvement from an ERP system. Additionally, we also found that achieving successful ERP system implementation mediates the degree to which a CSF affects output performance improvement. The managerial and research implications of these findings are discussed and the limitations of the study noted.Jiwat Ram, David Corkindale, Ming-Lu W

Towards an understanding of the effectiveness of advertising

The author has been concerned with a study of "The Measurement of Advertising Effectiveness" since 1972. . During the course of this study, some 11 reports have been produced. In accor- dance with Regulation 14.9 of CIT's Regulations governing the submission of material for higher degrees, these reports are submitted, together with an exposition of the material contained within them. The exposition which is presented here attempts to describe the contents of the reports in the overall context of the study of which they were a part. Hence, -this exposition contains: a description of the study; a description of the overall methodology employed; a summary of the contents of the reports; and, an appraisal of the study's methods and outputs. No precedent exists for such expositions and the author has chosen the form and content which he believes will best. allow the contents of the reports to be appreciated

Marketing GM Foods : The Way Forward

Genetically modified (GM) foods represent a significant technical and commercial breakthrough, but they have also revealed a major weakness in product development and commercialization in the global agri-food system. Although the biotechnology industry has developed a number of new technologies and products and marketed them effectively to producers, the biotechnology industry has almost completely ignored the need to market these products to consumers. One facet of the marketing literature suggests that innovative products need to be proactively positioned in the market either as a replacement for what exists or as an addition. The literature suggests that innovations like GM foods must be placed in the market in such a way as to allow consumers to test and compare the new products against existing products. We suggest that although the biotechnology industry did this effectively with producers and for a few output-trait whole foods, it has relied on the concept of substantial equivalence embedded in regulatory regimes to justify ignoring the concerns of consumers for most of the GM foods currently in the market. The industry has been almost universally unwilling to proactively market input-trait GM foods to consumers. This has created a variety of consumer responses, ranging from indifference in much of North America to citizen demands for tighter government regulation and mandatory labeling, to consumer boycotts in the EU and other countries. This paper reviews the relevant marketing literature, examines the few cases where new GM foods have been proactively marketed, and draws the conclusion that it may be necessary to more clearly and fully market GM foods to consumers. This has implications for future introductions of other innovative food products.Includes bibliographical reference

Thresholds and wearout: An overview

This report is the third in a series of three on Thresholds and Wearout in Advertising. The first report summarised the literature and pract¬itioners' initial views on the topics: it attempted to clarify the main issues and problems. The second report presented the results of a survey of current practice and opinions carried out by questionnaire on the advertising management of 23 products or services. The survey attempted to further clarify and quantify sane issues and explore some hypotheses on the.causes of different levels of thresholds and wearout. This third report attempts to summarise what we have found out so far. Further, it attempts to: i) describe what should be considered when thinking of threshold and/or wearout in advertising ii) ennumerate the factors that may influence the occurence of threshold or wearout in advertising iii) suggest what advertising situations are most at risk as far as encountering threshold or wearout situations iv) suggest what should be examined/measured/monitored if it is felt that either, or both, are a potential risk v) give guidelines, for different situations, on the levels of threshold and wearout in advertising. The following sections aim to deal with the above tasks

Measuring advertising effectively

This report examines the key issues that should be considered by advertising management before decisions are made concerning the measurement of advertising performance. The report is in the form of concise statements on the various issues for consideration. These statements encapsulate current knowledge, practice and ideas. The report aims to provide a clear guide to the use of the various methods of measurement that are available. It aims to put into context many of the arguments for and against particular methods, by demonstrating their relevance to advertising management. Lastly, the report provides a checklist and summary of the main requirements for measuring advertising performance. Most of the material and examples are drawn from advertising in the mass media but it is believed that many of the principles and concepts that are advocated are equally relevant to other channels of marketing communictions

TOWARDS A BUSINESS MODEL FOR COMMERCIALIZING INNOVATIVE NEW TECHNOLOGY

This review paper initially explains that the commercialization of an innovative new technology needs to be underpinned by an appropriate business model. The paper summarizes what has been previously proposed to be the components of a business model and makes the case that an extra one needs to be added and that two of them need interpreting in a special way in order to be appropriate for innovative technology commercialization. It is argued that the decision on what market to target may be crucial to the commercialization process as, often, initial failure may allow no second chances. A way of determining the most appropriate initial market is discussed as this market choice is a determinant of business model choice. Finally, conclusions are drawn on defining and devising business models for commercializing new technologies.Commercialization, business model, innovative new technologies

The setting of advertising budgets

This report summaries the contributions made by economists, management scientists and practitioners to the understanding of how advertising budgets should be set. Each approach offers insights and guidance for certain circumstances and these are brought out in the report

A review of literature on the processes of advertising 'How advertising works'

The question of 'how advertising works' is a vast one, and is one in which it is difficult to draw any firm conclusions. In addition, the area could almost be described as hybrid - this is in the sense that it draws on many different sources of knowledge, particularly on different branches of psychology, as well as from the practitioner. on the one hand there is a body of commercially derived research findings relvant to understanding 'how advertising works'; on the other, there is a great wealth of material which has been developed in the behavioural sciences, but which is not directly related to advertising. This report attempts to integrate these two sources of knowledge. One of the problems encountered in doing this, is that many of the experiments carried out in the behavioural sciences make use of American college student populations, rather than samples of housewives, or other relevant groups. in addition, the pupose of the experiments is not always connected with the area of commerical advertising. This means that the results are not immediately transferable to commerical situations, but mustbe validated in an appropriate environment. Thisis not ot say, however, that such results should be ignored. Often they cover ground which can sid understanding of the advertising process, and to that extent they must be considered. Where experiments have been conducted using a population of consumers, housewives, or some relevent group, this has been stated

An appraisal of media weight tests

This report considers the topic of media weight testing: that is,the examination of the effect of different levels of media advertising spending on behaviour in the market. In a simple test, for example, the level of expenditure is increased above normal in one area and the sales, brand shares or attitudes in that area are compared to those in other, comparable areas where normal weights of advertising are maintained. Although media weight tests are a much practised marketing exercise they would seem rarely to produce conclusive, or useful results. The MCRU has found that within the body of experiences of Sponsor companies only about one in twenty media weight tests have produced conclusive results. Similarly, discussion with other market researchers has suggested the same order of magnitude for the success ration. Also a study reported by Clancy (1972,1638) suggests the situation is not much better in the U.S.A. In order to formulate guidelines for successfully conducting media weight tests, it is necessary to establish, illustrate and understand the reasons giving rise to the usual failures. These reasons can be categorised in two ways: A - statistical, quantifiable reasons B - conceptual and managerial reasons, which tend to be less easily quantifiable After the problem has been defined, this report is set out in three parts:¬ Part A considers and establishes why the circumstances of the market place may render it unlikely that many media weight tests will produce any detectable changes in the market place; Part B considers the market and organisational context in which this sort of exercise is usually conducted and against which it has to be assessed; and Part C discuss the implications of these findings and presents guidelines for successful media weight tests