Market convergence and advertising standardization in the European Union

In this study, we draw on industrial organization and institutional research to explore the relationship between market convergence and standardization of advertising programs. We argue that environmental isomorphism, which maintains that the external market environment is a principal driver of firms’ institutional structures, places pressure on firms to adapt their organizational structures and strategies to changing institutional conditions. We propose that the convergence associated with European market integration will lead firms to emphasize three advertising strategies: creating a uniform brand image, appealing to cross market segments, and increasing cost performance in advertising. Further, we hypothesize that these strategies will be associated with an overall tendency to standardize advertising strategy and execution. Results of a survey of managers of subsidiaries of Japanese and U.S. firms operating in the EU suggest that firms that believe the EU is converging are more likely to engage in these standardized advertising strategies. Additionally, our findings suggest that firms that seek to create a uniform brand image and appeal to cross market segments are more likely to standardize their overall advertising programs. Finally, we find that firms’ desire to create a uniform brand image is a function of their goal of building brand equity, regardless of the level to which markets converge. We draw implications for research and practice regarding firm responses to market convergenceThis research was funded by a grant from the Yoshida Hideo Memorial Foundation (Tokyo) to the first author

A major outburst from the X-ray binary RX J0520.5-6932

We report on the analysis of 8 years of MAssive Compact Halo Objects (MACHO) data for the source RX J0520.5-6932. A regular period of 24.4 days has been confirmed, however this is manifest almost entirely in the red part of the spectrum. A major outburst, lasting approximately 200 days, was observed which increased the apparent brightness of the object by approximately 0.15 magnitudes without significantly altering its V-R colour index. This outburst was also seen in X-ray data. The evidence from this analysis points to the identification of this object as a Be/X-ray binary with a periodically variable circumstellar disk and a very early optical counterpart.Comment: Paper has been accepted by MNRA

Trapped Noble Gases of Antarctic CO3 Chondrites.

第2回極域科学シンポジウム/第34回南極隕石シンポジウム 11月17日（木） 国立国語研究所 2階講