Hugh M. Cannon

Constructs of Simulation Evaluation

Although instructional research on simulation has been around for almost 40 years, validation research has failed to hold itself to a common, scientifically acceptable methodology for evaluating this type of learning environment. Several comprehensive reviews of simulation assessment literature have all concluded that this problem stems from poorly designed studies, a failure to adhere to a generally accepted research taxonomy, and no well-defined constructs with which to assess learning outcomes. This article seeks to address the problem by reviewing the various concepts employed in the literature of simulation evaluation and integrating them into a coherent framework from which the evaluative process may proceed in a more systematic manner.

Will the real-world citizen please stand up! The many faces of cosmopolitan consumer behavior

The continuing globalization of marketing activities has given considerable impetus to the study of cosmopolitanism as a consumer construct. Most recent research has focused on the normative activities of cosmopolites, as consumers who seek to broaden their cultural horizons by immersing themselves in a breadth of local cultural experiences. Although this is true of some cosmopolites in some circumstances, it is not a general characteristic. The authors return to the original meaning of cosmopolitanism as presented (independently) by Merton and Gouldner in the late 1950s, examining the concept in light of subsequent research and the social forces that have tended to promote an increasingly cosmopolitan perspective. They then propose several patterns of cosmopolitan behavior, only one of which is a normative search for culturally broadening experiences. Finally, they suggest some managerial implications for marketing practitioners.

Addressing New Media with Conventional Media Planning

Abstract Accepted industry wisdom is that many new, and particularly Internet, media cannot be addressed through conventional media planning procedures. This paper takes a contrary position. It not only argues that new media can be addressed through conventional planning procedures, but it contends that they should be. Increasingly, all media compete for the same budget. Furthermore, they play critical roles in the same integrated marketing communications programs. To suggest that they should be treated differently argues against truly integrated media planning. While this paper does not suggest a comprehensive integrated planning solution, it does outline the directions such a solution should take. Most important, it shows how all media selections can be addressed through a common evaluative process.

A hermeneutical approach to external validation of simulation models

Validation is the most important tool in evaluating the effectiveness of a simulation model. An integral subset of validation is external validation. Through a historical philosophical discussion and examples, the authors provide a road map to navigate approaches to this topic. The authors also provide methodology suggestions by reconciling foundational philosophical approaches and incorporating a hermeneutical perspective to increase the usability, validity, and generalizability of simulation models.

Can Comparative Advertising Be Effective in Germany? A Tale of Two Campaigns

ABSTRACT After many years of being legally banned, comparative advertising has recently been permitted in Germany. So far, advertising practitioners and researchers have neither reached a consensus on its effectiveness nor on its usefulness for corporate communications. While findings from the U.S. literature suggest that comparative advertising can be effective in several contexts in the United States, there has been a lack of research on whether comparative advertising can be effective in Germany. Because of cultural factors, it should not be automatically concluded that comparative advertisements will be effective in Germany. The authors explore the effectiveness of comparative advertising in Germany by analyzing two separate campaigns, one that theoretically lends itself to effective comparative advertising and one that does not. A general theory that makes predictions about the effectiveness of comparative advertising is proposed and tested. While an analysis of two campaigns is not sufficient to establish the generalized efficacy of comparative advertising in Germany, the results clearly support the idea that comparative advertising can be effective in some contexts in Germany. However, as predicted by our theory, there are other conditions under which comparative advertising is not effective.

A new role for psychographics in media selection

Abstract Most media selection problems involve some kind of matching between media audience and target market membership. As a rule, this matching is done indirectly, using demographics as mediating variables. Recent studies have suggested that psychographics might also be used for this purpose. This study evaluates the performance of a standard set of psychographic variables as mediators of the media-market relationship. It then discusses the implications of this performance for media selection theory.

A dynamic framework for understanding cross‐national segmentation

Purpose – The purpose of this paper is to provide a conceptual framework for better understanding of cross‐national segmentation under the underlying forces of globalization and technology.Design/methodology/approach – The approach is conceptual with illustrative examples, with a dynamic approach to cross‐national segmentation being considered.Findings – Cross‐national segmentation can be better understood and better structured through closer examination of how segments evolve over time in response to the underlying forces of globalization and cultural evolution.Research limitations/implications – The framework described in the paper should inspire research on value‐based segmentation schemes across markets.Practical implications – International marketing managers should be able to construct and adapt segmentation strategies much more effectively through the use of the conceptual framework offered in the paper.Originality/value – The framework offered in the paper is unique in that it blends consumer valu...

The role of company reputation in business simulations

The literature on simulation and gaming has done very little to address emerging concepts such as relationship marketing, brand equity, and company reputation. This article is the first of a two-part series relating these to each other and business simulations. This article begins by casting company reputation in the context of an emerging business paradigm in which companies seek to harness the long-term value of reputation and relationships to lower transaction costs with key stakeholders. It presents a model for incorporating the concept of company reputation into a total enterprise simulation. It builds on an empirically derived model of company reputation in which various company characteristics are linked to two underlying dimensions of reputation: sympathy and competence. The article suggests how the various components of company reputation might be operationalized in a simulation game. It then discusses how they might be used to both help determine and evaluate student performance.

An algorithm for incorporating company reputation into business simulations: Variations on the Gold standard

Gold recently presented a system-dynamic-based approach to the design of business simulations. In it, he argued that the focus of simulation design efforts have mostly been carried out at the subsystem level, developing independent algorithms that follow inconsistent logic. As a result, they do not lend themselves to integration into a single, dynamically interactive model. To address this, he drew on the economic theory of the firm to develop and test a system of interacting algorithms that gives equal emphasis to both demand and supply factors. Most important, Gold’s approach provides a common, theoretically anchored platform for integrating potentially conflicting functional algorithms. This article tests the robustness of this approach by using Gold’s model as a vehicle for capturing the effects of company reputation, a phenomenon that has emerged from a totally different (management and marketing) research tradition.

Mapping market entry in the classroom: the market access planning system (MAPS)

The structure and application of a computer-based program, Market Access Planning System (MAPS), is described. MAPS can be used for teaching international marketing by serving as an expert system for developing market entry strategies and plans. It can be used in both academic and practical business decision-making situations. The article also discusses the system and how it can be used as an adjunct to conventional case analysis.