[量化金融] 走向规范营销理论的规范理论 [推广有奖]

摘要翻译：
我们展示了如何根据企业面临的环境类型来制定营销战略的不同方法，环境是根据其系统属性而不是其上下文来区分的。我们特别强调动荡的环境，在这种环境中，结果不是先验可预测的，也不能追溯到单个企业的行动，我们表明，在这些条件下，竞争反应和理解的相关单位不再是单个企业，而是由相互依赖、相互作用的企业组成的关系网络。关系网络是复杂的适应性系统，比组成它们的单个企业更“聪明”，能够理解和应对更加复杂和动荡的环境。然而，它们是由相关公司的行动模式和相互作用共同产生的。这种分布式智能的创建和访问不能集中指导，因为这必然会限制它。相反，管理者和企业参与了一种参与性的规划和适应过程，通过这种过程网络自我组织和适应。借鉴系统论、复杂性、生物学和认知科学的研究成果，对基于资源的企业理论进行了扩展，包括资源如何以动态和进化的方式通过关系和网络连接。引入扩展企业战略和软装配战略的概念来描述战略开发过程的性质。这为理解关系和网络战略在营销和管理中的性质和作用提供了更多的理论基础。最后，我们考虑了我们的分析的研究含义，以及基于agent的模型作为一种敏感和通知管理行动的手段的作用。
---
英文标题：
《Toward A Normative Theory of Normative Marketing Theory》
---
作者：
Ian Wilkinson (The University of Sydney) and Louise Young (University
  of Western Sydney)
---
最新提交年份：
2012
---
分类信息：

一级分类：Quantitative Finance        数量金融学
二级分类：General Finance        一般财务
分类描述：Development of general quantitative methodologies with applications in finance
通用定量方法的发展及其在金融中的应用
--
一级分类：Computer Science        计算机科学
二级分类：Computers and Society        计算机与社会
分类描述：Covers impact of computers on society, computer ethics, information technology and public policy, legal aspects of computing, computers and education. Roughly includes material in ACM Subject Classes K.0, K.2, K.3, K.4, K.5, and K.7.
涵盖计算机对社会的影响、计算机伦理、信息技术和公共政策、计算机的法律方面、计算机和教育。大致包括ACM学科类K.0、K.2、K.3、K.4、K.5和K.7中的材料。
--
一级分类：Physics        物理学
二级分类：Physics and Society        物理学与社会
分类描述：Structure, dynamics and collective behavior of societies and groups (human or otherwise). Quantitative analysis of social networks and other complex networks. Physics and engineering of infrastructure and systems of broad societal impact (e.g., energy grids, transportation networks).
社会和团体（人类或其他）的结构、动态和集体行为。社会网络和其他复杂网络的定量分析。具有广泛社会影响的基础设施和系统（如能源网、运输网络）的物理和工程。
--

---
英文摘要：
  We show how different approaches to developing marketing strategies depending on the type of environment a firm faces, where environments are distinguished in terms of their systems properties not their context. Particular emphasis is given to turbulent environments in which outcomes are not a priori predictable and are not traceable to individual firm actions and we show that, in these conditions, the relevant unit of competitive response and understanding is no longer the individual firm but the network of relations comprising interdependent, interacting firms. Networks of relations are complex adaptive systems that are more 'intelligent' than the individual firms that comprise them and are capable of comprehending and responding to more complex and turbulent environments. Yet they are co-produced by the patterns of actions and interactions of the firms involved. The creation and accessing of such distributed intelligence cannot be centrally directed, as this necessarily limits it. Instead managers and firms are involved in a kind of participatory planning and adaptation process through which the network self-organises and adapts. Drawing on research in systems theory, complexity, biology and cognitive science, extensions to the resource-based theory of the firm are proposed that include how resources are linked across relations and network in a dynamic and evolutionary way. The concept of an extended firm and soft assembled strategies are introduced to describe the nature of the strategy development process. This results in a more theoretically grounded basis for understanding the nature and role of relationship and network strategies in marketing and management. We finish by considering the research implications of our analysis and the role of agent based models as a means of sensitising and informing management action.
---
PDF链接：
https://arxiv.org/pdf/1205.5821