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Global Innovation - The Paul Merage School of Business - University ...

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standard English) was found to result in the longest<br />

service encounters and the most fulfillment errors.<br />

Managers, especially those at smaller service firms,<br />

should provide employees more training in language<br />

and brand codes and take care to use the script in ads<br />

that show service encounters.<br />

–Journal<strong>of</strong>Retailing<br />

Connecting customers and employees<br />

Mary Gilly and Mary Wolfinbarger (Long Beach State)<br />

TROUBLES ARISE FOR COMPANIES when the communications<br />

tools for management research and marketing<br />

research are not integrated.<br />

Problems can be<br />

defined too narrowly, terminology<br />

can be confusing,<br />

used to reach and wheels reinvented. This<br />

paper examines two com-<br />

employees, can be<br />

munication tools: (1)<br />

an effective way to Advertising, rarely used to<br />

reach employees, can be<br />

reach this target an effective way to reach<br />

this target market. (2)<br />

market.<br />

”<br />

“Scripts” (training manuals)<br />

rarely consider what<br />

employees learn from competing firms, such as when<br />

they shop at a competitor’s store. Scripts must take<br />

these experiences into account.<br />

“Advertising, rarely<br />

<strong>Global</strong>ization <strong>of</strong> innovation:<br />

the PC industry<br />

Kraemer and Dedrick<br />

IN THE PERSONAL COMPUTING industry, Asian firms are<br />

leaders in components such as displays, memory, batteries,<br />

motherboards and optical drives. <strong>Innovation</strong> in<br />

s<strong>of</strong>tware and systems integration has largely occurred in<br />

the United States. However, slow adoption <strong>of</strong> broadband<br />

and advanced mobile technologies has left the U.S. falling<br />

behind in some new areas <strong>of</strong> innovation. <strong>The</strong> U.S. cannot<br />

afford to remain behind in providing high quality, low cost<br />

infrastructure to support user-led innovation and drive<br />

demand for new technologies. Also, more people must be<br />

trained for specialized engineering, s<strong>of</strong>tware development<br />

and management skills needed for innovation. To do so,<br />

some <strong>of</strong> the most innovative U.S. firms are hiring more<br />

rookies and developing their skills, instead <strong>of</strong> relying solely<br />

on experienced engineers, a strategy that has potential<br />

for other U.S. firms.<br />

– For the National Academy <strong>of</strong> Sciences,<br />

STEP Project<br />

Increasing public use <strong>of</strong><br />

government websites<br />

FACULTY INSIGHTS<br />

Alladi Venkatesh and Michael Jensen (UC Irvine’s Center<br />

for Research on Information Technology and<br />

Organizations)<br />

WE EXAMINED LOCAL government websites from 12<br />

metropolitan areas across the country and found that<br />

82% <strong>of</strong> site visitors look for information on government<br />

services, 54% download government forms, 35% obtain<br />

information on city council meetings, 34% process<br />

transactions online and 33.3% email public <strong>of</strong>ficials.<br />

However, only 10% engage in an online discussion, due<br />

in large part to a lack <strong>of</strong> provision by government <strong>of</strong><br />

this service.<br />

<strong>The</strong> Internet could foster greater political participation<br />

by (1) soliciting opinions on future issues, (2)<br />

emphasizing human elements on the front page instead<br />

<strong>of</strong> bricks and landmarks, and (3) adding discussion<br />

boards for public input.<br />

How changes in compensation plans affect<br />

employee performance and recruiting<br />

Joanna Ho, Anne Wu (National Chengchi <strong>University</strong>) and<br />

Ling-Chu Lee (National Pingtung Institute <strong>of</strong> Commerce)<br />

A CHANGE FROM COMMISSION-BASED programs to<br />

base salary-plus commission hurts employee performance.<br />

A study <strong>of</strong> 4,392 employees <strong>of</strong> a Taiwanese car<br />

company shows that high-performance employees are<br />

more affected by the<br />

new compensation plan<br />

“<strong>The</strong> than are lower-perform- base-salary plus<br />

ing workers. Even<br />

commission program<br />

threats <strong>of</strong> dismissal did<br />

not improve productivi- retained fewer higher<br />

ty <strong>of</strong> the poorest<br />

performers. <strong>The</strong> base- performing sales<br />

salary plus commission<br />

program retained fewer persons and led to<br />

higher performing<br />

the hiring <strong>of</strong> more<br />

salespersons and led to<br />

the hiring <strong>of</strong> more lower-performing<br />

lower-performing sales<br />

employees. However, sales employees.<br />

”<br />

35<br />

<strong>Merage</strong> | 2008 – 2009

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