The role of game rules in architectural design environments

'Experimenting' and 'observing' are crucial actions in architectural design thinking. They rely heavily on the representation environment used (e.g. sketching, scale models, sketch tools, CAD tools, etc.) and the 'game rules' at play in these environments. In this brief paper, we study the role of this representation environment in the overall architectural design thinking process. From this brief study, we indicate two design and implementation approaches to implement and design with such game rules in virtual design environments

Assessing Customer Evaluation and Revenue Consequences of Component Sharing Across Brands in the Vertical Product Line

Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness and willingness to pay. This paper investigates the impact of component sharing on customer evaluation of luxury, volume and economy brands offered in a car manufacturer’s vertical product line and its subsequent revenue consequences. The authors consider both the harm to the higher-end brand and the benefits for the lower end brand, and analyze with a random effects model how the size of these effects depends on the brand combination, the type of component, the source of the components sharing, and customer characteristics. An experimental study shows that the harm for the higher-end brand is largest, when (1) a luxury brand shares components with a volume brand, (2) the source of the components is the higherend brand, and when (3) the customer has a high initial evaluation of the higher-end brand. For the lower-end brand, the positive effect is largest, when (1) a volume brand shares with an economy brand, (2) the lower-end brand is the source of the components, and (3) customers have a high initial evaluation of the higher-end brand. Components that have a strong impact on evaluation are interior, wheels, chassis and the engine. Simulations show that sharing components typically translates in negative revenue consequences for both analyzed manufacturers. An interesting exception emerges for the Japanese manufacturer, which obtains a boost in total revenue when its small luxury brand shares components with its large volume brand

A broader view on brands’ growth and decline

What does it take to grow a brand? How to avoid its decline? Some popular answers to these questions can be found in the research by Byron Sharp and others from the Ehrenberg-Bass (EB) Institute on “how brands grow.” In this article, we propose that such an approach, despite its strengths, lends itself to some limitations when taken too literally. We maintain that a broader notion and role of branding—encompassing brand equity, brand portfolio, and circular relationship of attitudes and behaviors—should be adopted by marketeers to derive better managerial implications for sustainable brand growth. We, therefore, invite marketers to not oversimplify Dirichlet evidences by thinking of availability as the only (costly) response to all marketing challenges

The Impact of Adding Online-to-Offline Service Platform Channels on Firms' Offline and Total Sales and Profits

Online-to-offline service platform (O2OSP) channels offer innovative means for customers to order local, daily services online (via apps) and have them delivered almost instantly offline. By comparing the business models underlying O2OSP, traditional online and offline, and platform based e-commerce channels, this article aims to identify the short- and long-term impacts of adding an O2OSP channel on firms' offline and total sales and profits. The analysis focuses primarily on a recent set of daily data gathered from a Chinese fast-food restaurant chain with 35 physical stores that also participates in four food delivery O2OSP channels. The panel data regressions with fixed effects reveal that adding O2OSP channels hurts offline and total profits in the short run but improves offline and total sales and profits in the long run. Specifically, offline and total sales increase by 23.28% and 33.94%, respectively. Thus, the O2OSP channel can serve as a complement to, rather than a substitute for, the offline channel. These results challenge previous research on the sales effects of adding (pure) online or offline channels and highlight the attractiveness of O2OSP channels for improving sales and profits. However, negative interaction effects among different O2OSP channels also signal that adding more O2OSP channels does not necessarily lead to profitable growth. (C) 2019 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved

LC-MS characterization and cell-binding properties of chelate modified somatropin

Somatropin, a recombinant protein containing 191 amino acids, is derived from the endogenous human growth hormone, somatotropin. This protein is clinically used in children and adults with inadequate endogenous growth hormone to stimulate a normal bone and muscle growth. In addition, somatropin is recently being investigated for the diagnosis and radiotherapy of certain hormonal cancers. In some of these cancers, over-expression of the human growth hormone receptor (hGHR) is described. The modification of the protein with a chelating agent like NOTA (1,4,7-triazacyclononane-1,4,7-triacetic acid) allows the inclusion of metals coupled to the protein. The NOTA unit is selectively introduced on a lysine side chain. As site-specific labelling is necessary to avoid active region interactions (1-16, 41-68, 103-119 and 167-175), characterization of the chelate-modified somatropin is indispensable. Therefore, we have applied an enzymatic digestion procedure using trypsin, chymotrypsin and a combination of both enzymes. The resulting peptides were then monitored using HPLC-MSn, allowing the investigation of the exact amino acid modifications. The use of a mixture of trypsin and chymotrypsin gave an enhanced information efficiency. Moreover, the intact protein, without enzymatic degradation, was analysed on a protein HPLC column using UV detection for quantification and ESI-MS/MS for characterization. Based upon the HPLC-MSn results of the digested somatropin, the chelating molecule is mainly bound to a specific lysine amino acid that is located away from the receptor binding site. Therefore, the cell-binding functionality of the characterized NOTA-somatropin is measured, using a HepG2 cell line

social media s impact on the consumer mindset when to use which sentiment extraction tool

Abstract User-generated content provides many opportunities for managers and researchers, but insights are hindered by a lack of consensus on how to extract brand-relevant valence and volume. Marketing studies use different sentiment extraction tools (SETs) based on social media volume, top-down language dictionaries and bottom-up machine learning approaches. This paper compares the explanatory and forecasting power of these methods over several years for daily customer mindset metrics obtained from survey data. For 48 brands in diverse industries, vector autoregressive models show that volume metrics explain the most for brand awareness and purchase intent, while bottom-up SETs excel at explaining brand impression, satisfaction and recommendation. Systematic differences yield contingent advice: the most nuanced version of bottom-up SETs (SVM with Neutral) performs best for the search goods for all consumer mind-set metrics but Purchase Intent for which Volume metrics work best. For experienced goods, Volume outperforms SVM with neutral. As processing time and costs increase when moving from volume to top-down to bottom-up sentiment extraction tools, these conditional findings can help managers decide when more detailed analytics are worth the investment

Reference-based transitions in short-run price elasticity

Marketing literature has long recognized that price response need not be monotonic and symmetric, but has yet to provide generalizable market-level insights on reference price type, asymmetric thresholds and sign and magnitude of elasticity transitions. In this paper, we introduce smooth transition models to study reference-based price response across 25 fast moving consumer good categories. Our application to 100 brands shows that 77% demonstrate reference-based price response, of which 36% reflects historical reference prices, 31% reflects competitive reference prices, and 33% reflects both types of reference prices. This reference-based price response shows asymmetry for gains versus losses on three levels: the threshold size, the sign and the magnitude of the elasticity difference. For historical reference prices, the threshold size is larger for gains (20%) than for losses (12%) and the assimilation/contrast effects for gains (-0.41) are smaller than the saturation effects for losses (0.81). For competitive reference prices, the threshold size is smaller for gains (3%) than for losses (16%), and the saturation effects are larger for gains (0.33) than for losses (0.15). These results are moderated by both brand and category characteristics that affect reference price accessibility and diagnosticity. Historical reference prices more often play a role for national brands, for planned purchases and in inexpensive categories with low price volatility and high purchase frequency. When price discounting, high-share brands face larger latitudes of acceptance. When raising prices, saturation effects set in later for brands with high price volatility and for categories with high price spread and for planned purchases. As for competitive reference prices, saturation effects set in later for expensive brands with high price volatility and in categories with lower price volatility, higher price spread and higher concentration. Sales, revenue and margin implications are illustrated for price changes typically observed in consumer markets