경북도청신도시 코오롱하늘채

에이앤유디자인그룹건축사사무소㈜(Architecture & Urbanism De) 현대건축사 2020 월간 CONCEPT Vol.- No.260

에이스 가산 포휴

에이앤유디자인그룹건축사사무소㈜(Architecture & Urbanism De) 현대건축사 2020 월간 CONCEPT Vol.- No.261

프락시스 아키텍쳐

프락시스 아키텍쳐(Praxis d’Architecture),시아 지(사진),진 펑체(사진),조 루오구(사진),양 유광(사진) 현대건축사 2016 월간 CONCEPT Vol.- No.203

Interpreting Bounded Rationality in Business and Industrial Marketing Contexts : Executive Training Case Studies

Arch G,Woodside,Wen-Hsiang Lai,Kyung Hoon Kim,Deuk Keyo Jung 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.3

This article provides training exercises for executives into interpreting subroutine maps of executives' thinking in processing business and industrial marketing problems and opportunities. This study builds on premises that Schank proposes about learning and teaching including (1) learning occurs by experiencing and the best instruction offers leaners opportunities to distill their knowledge and skills from interactive stories in the form of goal-based scenarios, team projects, and understanding stories from experts. Also, (2) telling does not lead to learning because learning requires action-training environments should emphasize active engagement with stories, cases, and projects. Each training case study includes executive exposure to decision system analysis (DSA). The training case requires the executive to write a "Briefing Report" of a DSA map. Instructions to the executive trainee in writing the briefing report include coverage in the briefing report of (1) details of the essence of the DSA map and (2) a statement of warnings and opportunities that the executive map reader interprets within the DSA map. The length maximum for a briefing report is 500 words-an arbitrary rule that works well in executive training programs Following this introduction, section two of the article briefly summarizes relevant literature on how humans think within contexts in response to problems and opportunities. Section three illustrates the creation and interpreting of DSA maps using a training exercise in pricing a chemical product to different OEM (original equipment manufacturer) customers. Section four presents a training exercise in pricing decisions by a petroleum manufacturing firm. Section five presents a training exercise in marketing strategies by an office furniture distributer along with buying strategies by business customers. Each of the three training exercises is based on research into information processing and decision making of executives operating in marketing contexts. Section six concludes the article with suggestions for use of this training case and for developing additional training cases for honing executives' decision-making skills. Todd and Gigerenzer propose that humans use simple heuristics because they enable adaptive behavior by exploiting the structure of information in natural decision environments. "Simplicity is a virtue, rather than a curse". Bounded rationality theorists emphasize the centrality of Simon's proposition, "Human rational behavior is shaped by a scissors whose blades are the structure of the task environments and the computational capabilities of the actor". Gigerenzer's view is relevant to Simon's environmental blade and to the environmental structures in the three cases in this article, "The term environment, here, does not refer to a description of the total physical and biological environment, but only to that part important to an organism, given its needs and goals." The present article directs attention to research that combines reports on the structure of task environments with the use of adaptive toolbox heuristics of actors. The DSA mapping approach here concerns the match between strategy and an environment-the development and understanding of ecological rationality theory. Aspiration adaptation theory is central to this approach. Aspiration adaptation theory models decision making as a multi-goal problem without aggregation of the goals into a complete preference order over all decision alternatives. The three case studies in this article permit the learner to apply propositions in aspiration level rules in reaching a decision. Aspiration adaptation takes the form of a sequence of adjustment steps. An adjustment step shifts the current aspiration level to a neighboring point on an aspiration grid by a change in only one goal variable. An upward adjustment step is an increase and a downward adjustment step is a decrease of a goal variable. Creating and using aspira 本文??行官提供了他們在?理日常??問?和市場机??如何?述自己思考?程的培?。。本硏究建立在Schank提出的敎學基?上, 包括 : (1)??學?和最好的指?提供?學習者??如全球景, ???目和?家經?等的互?的故事提?和?和技能的机會。(2) 告?不會?致學習, 因爲在學習需要的行?訓??境中, ?强???使用故事, 案例和?目。 每個培訓案例包括?行官解?自己的?策係?分析(DSA, ?需要?行官做DSA??。在訓??要求執行官?DSA??。在執行官學員??面報告的說明中包括 (1) DSA路??的本?的?? (2) 警告和机會的?述, ?者的行政他?及?內的DSA解?。?報告的最大?度爲500字, 其??就是使行政人員培訓?程行之有效。 引言之后是第二部分文??述, ?要他??了有關人們在?問?和机會的背景下的想法及文?。第三部分通?使用?不同的?牌生?客戶定价相同的化學産品的培訓?習來解?DSA的起源和?程, 第四部分展示一個?油設?公司訂价?策的培訓練習。第五部分提供一個商?客戶?公家其采?的市場策略案例。第六部分是結?和建?。?些建議是關于使用培訓課程和?展其他培訓課程來磨練?行官制定?策的能力。 文章引??者利用工具箱硏究合的報告, (DSA)路??根据生?合理性?將?略??境相匹配。這三個案例的硏究?學習者在意愿?面征求建議來作出?策。 Tood and Gigerenzer 提出人們使用簡單??式,因爲他們在自然的決策?境中通?探索信息的結?使适?性行爲有可能産生。“簡?是一?美德, 而不是??”, 有限理性?强?了西蒙的命?中心, “人?理性的行爲?佛一把剪刀, 其刀片?是任??境的結?和?行者的?算能力”。Gigerenzer的?點和西蒙的?境的危害相關, 也和本文中三個?境結?的案例相關。“?境這個?, 在這里, ?不是指?的物理和生理的?境, 而只是指被?予需要和目?的重要有机? 本文關注了結合任??境的結構和使用适?的工具箱??的報告。(DSA)路??根据生態理性理??戰略與?境相匹配。渴望适?理?是這一方?的核心。渴望适?理???策制定作爲一個?有把目?整合的多目?問?模?成一個把所有?策選??行完全的?先?序化。這三個案例硏究?學習者在意願?面征求建議來作出決策。渴望适應用一系列的?整步?的形式。一個?整步?通過?一個目??量的變化就可以改變在渴望?格上?近點?前的渴望水平。上?步?是目標變量的提高, 不?步驟是目標變量的不降。?造和使用渴望适?水平是?有限理性理?的整합。 文章通?提供學習者??和????增加了意願采?和有限合理性的理解和特點。“淸?, 意願採?必?作爲硏究的解 決方案整合到整個??中”。 這些有限理性的硏究可了在現?生活中爲什?, 如何作決策的理?和在自然的?境中利用??式的學習訓??方面的?展。 本文中的?習鼓?根据不同使用目的學習快速而簡潔的??式技巧和原?。這也正回?了Schank的思想 “?本?上來看, 敎育不是?學生們和道發生了什?, 而是?他們感受到所發生的事情。這不容易做到。在如今的學校敎育是?有情感的, 這是一個?大的問?”。這三個案例和附加的?習問題遵守Schank的?點。“這?敎育??最好是通過參與他們其中來?現, 也可以這??爲, 精神?

時尙營銷戰略中成功與失敗的軌迹

( Arch G. Woodside ) 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.1

Both successful and unsuccessful design+marketing projects in high fashion products and services represent creating and implementing recipes or paths of key success factors (KSFs). While implementing any one KSF is not sufficient for success, creating and taking certain paths that includes partially-independent KSFs is sufficient for success; other paths lead to failure; some paths are never taken because they are never though of or designers consider them to be totally unrealistic options. Consequently, fashion marketing strategists need to look beyond research attempting to learn the net effects of independent influences of KSFs. Configurations (i.e., recipes) representing alternative combinations of design+marketing dimensions are indicators of sufficiency for success versus failure for fashion marketing projects. The study of alternative decision configurations is particularly useful for fashion marketing strategists and researchers. The objectives of this article include (1) describing keys success/failure path (KS/FP) theory and (2) illustrating configural thinking processes for a design+marketing firm that focuses on fashion household accessories. "Design+marketing" is a term used here to indicate the strategy operating philosophy of creating unique designs that are successful in the marketplace. This article applies propositions in a theory of KS/FP theory to design+marketing contexts. A major objective present article is to propose a theory of KS/FPs. The core tenants of KS/FP theory are applicable for fashion marketing strategies. The core tenants include the following propositions: (1) No one KSF is sufficient nor likely necessary for success (2) No one KSF is necessary for success (3) Decision paths occur in executing fashion marketing strategies (4) Some of these decision paths are sufficient, but not necessary, for success (5) Some of these paths result in failure for new products or services (6) Mail surveys using 5 or 7 point Likert scales are insufficient for explicating the nitty-gritty specifics of dimensions and configurations occurring in KS/FPs. The article reports on findings of a case study that takes the perspective that the design+marketing strategists having completed more than one hundred (or 200 to 500) new fashion marketing projects have developed mental models representing successful and unsuccessful combinations (paths) of decisions that occur within these projects. The case study is developed here from a series of interviews with a chief executive officer (CEO) and leading designing for a well-known fashion marketing firm for household accessories, Alberto Alessi. The interviews were completed at Alberto Alessi`s design studio and headquarters by McKinsey Corporation (a consultancy firm). The article describes how to use configural comparative analysis (CCA) which includes applying Boolean algebra rather than matrix algebra to test combinations within antecedent conditions (e.g., recipes that include a specific level of each of the four dimensions in the Alessi model). Both crisp set (binary levels) and fuzzy set (0.00 to 1.00) values are sometimes used in CCA modeling. Two particularly useful operations in set theory include the computing the value for combinations of two or singular antecedent conditions. The lowest value among the two or more dimensions is the amount the two dimensions share income. Consider the combination of the following four singular antecedent conditions into one complex antecedent condition expressed as Q·S·R·D=.20. The mid-level dot (·) signifies the operation, "and"; the value of .20 represents this complex antecedent condition because .20 is the lowest fuzzy set values among the following four dimensions (the numbers in the parentheses represent fuzzy set scores with 0.00 indicate non-membership and 1.00 full membership in the dimension); · Q = A high-quality new product process (.90) · S = A defined new product strategy for the business unit (.85) · R = Adequate resources-people and money-for new products (.50) · D = R&D spending on new products (as % of the business`s sales) (.20). Crisp or fuzzy set scoring also applies for the outcome condition (e.g., accepting further design+marketing development of the new fashion product-service, or low to high profitability). A complex antecedent condition is found to be highly consistent in its relationship with an outcome condition across a number of new design+marketing case studies when the sum is totaled by taking the lowest value for each antecedent-outcome pair and divided by the sum of all antecedent values across all the case studies. CCA provides a straightforward relatively easy to understand method for describing and understanding the impact of complex, configural, antecedent conditions on an outcome condition. Unlike statistical analyses using correlation methods (e.g., multiple or probit regression methods), CCA assumes asymmetrical not symmetrical relationships among antecedent (X) and outcome (Y) values. Thus, unlike correlation methods, assuming an asymmetric relationship recognizes that low values on the antecedent condition can relate to both low and high values on the outcome condition. For high sufficiency, finding consistent with a substantial relationship between an antecedent and outcome condition occurs when high values only occur for the outcome condition when the values are high for the antecedent condition. For the same highly consistent model, values may be low and high for the outcome condition for low vales for the antecedent condition-high values for the outcome condition paired with low values for the antecedent condition in such models simply indicates additional paths to high values in the outcome condition exist along with the model showing that when the antecedent condition is high, the outcome condition is always high.

通過經濟心理學和時尙營銷理論對Veblen的炫耀性消費理論的分析

( Arch G. Woodside ) 한국마케팅과학회 2012 Journal of Global Fashion Marketing Vol.3 No.2

The study here serves to examine customer choice and firm profitability outcomes from the conjoining of four perspectives: economics, fashion, marketing, and psychology. This article describes core tenets of fashion marketing theory (FMT) from the perspective of economic psychology. The study here is unique and valuable in proposing empirically testable hypotheses that follow from FMT and in describing evidence from available literature testing these hypotheses. The core tenets reflect the view that impactful fashion marketing moderates the relationships among price and consumer demand for the firm`s offering (i.e., brand) by psychological customer segments, and subsequently firm profitability. Relating to fashion marketing, "psychology" in "economic psychology" includes the influences of chronic desire for conspicuous consumption (CC) and desire for rarity as relative human conditions, that is, humans vary in these desires; consumers relatively very high versus very low in these desires are more prone to enact conspicuous choices whatever the price level of the object or service. Consequently, different pricing points (decisions) that maximize profitability vary considerably for product designs which are positioned high in CC and rarity directed to customers very high in chronic desire for CC and rarity versus product designs which are positioned low in CC and rarity directed to customers very low in chronic desire for CC and rarity. The study offers an interesting application of interdisciplinary research that combines economics, fashion, marketing, and psychology. The theory and empirical findings support the view that the influence of fashion marketing designs and price depends substantially on the chronic desires of consumers and marketers` abilities to segment and target customers by these desires-a conclusion made explicit by Veblen (1899).

Absolutely Best ham to Pocatello, Idaho, USA: Arrival delay in customer’s order

Arch G. Woodside 한국마케팅과학회 2016 마케팅과학연구 Vol.26 No.4

A customer goes online at a firm’s (AbsolutelyBest) website and orders a 9-lb ham to be delivered to their daughter’s home in Pocatello, Idaho, on 29 December. The customer pays extra for two-day delivery service. The ham fails to arrive on the 29 December due date. The customer asks for a credit on service not received. Bad weather hit most of the US on 28 December. What should the firm do?

CABS: Consumer Archetype Brand Storytelling

Arch G. Woodside 한국마케팅과학회 2006 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

  Consumers tell stories to themselves and others to help make sense of their own lived experiences and to achieve what Aristotle refers to as “proper pleasure,” and to enable archetype enactments In their lives. This article describes how Jung’s theory of archetypes affects stories marketers and consumers tell about buying and use experiences involving brands. The article presents a consumer theory of archetype brand storytelling. The report includes details of one consumer’s story of buying and wearing a Versace coat. Implications for brand management and consumer research theory close the discussion.

Proposing A New Dominant Logic For Data Analysis In Research In Marketing And Consumer Research: Case Study Research Of Large-N Survey Data For Estimating Algorithms That Accurately Profile X (Extremely High-Use) Consumers

Arch G. Woodside 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.4

Rather than taking a variable-oriented approach, the study here extends Ragin’s (1999)perspective on studying conjunctive paths or “causal recipes” for a limited number of cases (usually n , 30) to the study of such paths in a large number of cases (n . 300 –or, in the study here, n . 30,000). The aim here is to provide a primer in theory and practice of qualitative comparative analysis (QCA) — a method that goes beyond considering the net contributions of individual variables in influencing a dependent variable. The study aims to describe alternative conjunctive paths (estimated algorithms using Boolean algebra and set theory) that associate with a given outcome. The “outcome condition” being modeled (predicted) in the study are cases (travelers)who complete more than 24 airline trips for personal reasons annually; the label “extreme” or “X” air travelers identifies these cases. Though small in share of numbers (.2%) of Americans, X air travelers are mighty in share (7%) of air-trips for personal reasons. The study finds that completing a university/college degree is a necessary, but not sufficient, simple antecedent condition that identifies X air travelers; the conjunction of completing college and very frequent vacation travel is a sufficient, but not necessary, complex antecedent condition for identifying X air travelers. The approach can be useful in estimating conjunctive conditions leading to specific actions by consumers and executives.

Releasing the death-grip of null hypothesis statistical testing ( p < .05): Applying complexity theory and somewhat precise outcome testing (SPOT)

Arch G. Woodside 한국마케팅과학회 2017 마케팅과학연구 Vol.27 No.1

Even though several scholars describe the telling weaknesses in such procedures, the dominating logic in research in the management subdisciplines continues to rely on symmetric modeling using continuous variables and null hypothesis statistical testing (NHST). Though the term of reference is new, somewhat precise outcome testing (SPOT) procedures are available now and, along with asymmetric modeling, enable researchers to better match data analytics with their theories than the current pervasive theory–analysis mismatch. The majority (70%+) of articles in the leading journals of general management, marketing, fi nance, and the additional management sub-disciplines are examples of the mismatch. The mismatch may be a principal cause for the scant impact of the majority of articles. Asymmetric modeling and SPOT rests on the principal tenets of complexity theory rather than overly shallow and simplistic symmetric modeling and reporting of NHST fi ndings. Though relatively rare, examples of asymmetric modeling and SPOT are available now in the management literature. The current lack of instructor knowledge and student training in MBA and PhD programs of asymmetric modeling and SPOT are the likely principal reasons for this scarcity.