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As a consequence, I can now recommend the paper for publication with minor corrections, including some language editing.
| null | null |
If ‘few’ means ‘no’, then please say so straightaway.
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admsci5040213_boyarkin
| 0 |
R14 Round 2: I wish to congratulate the authors for their careful and thoughtful revision.
| null | null |
; Soete, L. (eds): Technical Change and Economic Theory.
| null | null |
admsci5040213_boyarkin
| 0 |
BRETTE, O.; CHAPPOZ, Y., 2007: The French competitiveness clusters: Toward a new public policy for innovation and research?
| null | null |
Although ‘top-down’ and ‘bottom-up’ have been replaced by public-driven and ‘private-driven’, the dichotomist nature remains as the focus of my critique.
| null | null |
admsci5040213_boyarkin
| 0 |
For the German cases, the authors may have underestimated public agency, since they did not investigate the role of state governments (Bavaria, Baden-Württemberg) within the country’s system of multilevel governance, which is key to understand cluster policies in Germany (cf.
| null | null |
A substantial body of literature has grown on the back of seminal contributions by Edquist (1997), Freeman (1987, 1988, 1995) with reference to Japan, Lundvall (1992), and Nelson (1993).
| null | null |
admsci5040213_boyarkin
| 0 |
In: European Review of Industrial Economics and Policy (5).
| null | null |
• Finally, the paper is static as it does not account for cluster evolution and (policy) learning over time.
| null | null |
admsci5040213_boyarkin
| 0 |
P. 14: On section 4.5 in the first draft, I commented that “Unlike the regional cluster initiatives in Alsace and Baden, the trinational BioValley initiative has hardly had any impact in terms of intensifying cross-border interaction, confirming problems that Koschatzky (2000) had identified long before.
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R14 Round 2: I wish to congratulate the authors for their careful and thoughtful revision.
| null | null |
admsci5040213_boyarkin
| 0 |
Such limitations do not necessarily disqualify the paper, but should be discussed reflexively in the paper’s conclusions.
| null | null |
According to the definition on the top of page 4, the term denotes a R9 cluster led by a public research organisation, which is rather specific and I doubt it applies to the six case studies outlined in the paper.
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admsci5040213_boyarkin
| 0 |
In the following, we will reply to each of your comments, using blue letters for our responses (underlines in the comments by the authors).
| null | null |
• Page 15, lines 22-23: ‘Large firms are on the whole not active in clusters’ – As a general statement, this is certainly not true.
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admsci5040213_boyarkin
| 0 |
First Round of Evaluation Round 1: Interesting idea to look at the impact of cluster policy/program design on the cluster (initiative management).
| null | null |
o P. 22: “differences might be attributed to those in innovation systems as basic conditions of clusters.” This is central, so the discussion should be summarised in the conclusions, preferably R15 taking up the three hypotheses: To what extent and how can differences in cluster policies and cluster management be linked to differences in national systems of innovation?
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admsci5040213_boyarkin
| 0 |
If the underlying institutional differences would have been revealed as suggested, this section would be even more valuable for understanding the differences.
| null | null |
We tried to consider the comments and suggestions as far as possible in revising our manuscript.
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admsci5040213_boyarkin
| 0 |
We tried to consider the comments and suggestions as far as possible in revising our manuscript.
| null | null |
• Section 4.5: Unlike the regional cluster initiatives in Alsace and Baden, the trinational BioValley initiative has hardly had any impact in terms of intensifying cross-border interaction, confirming problems that KOSCHATZKY (2000) had identified long before.
| null | null |
admsci5040213_boyarkin
| 0 |
In: European Review of Industrial Economics and Policy (5).
| null | null |
When elaborating on the choice of nations, one might wonder why the United States have not been included – possibly because there is no comparable national cluster policy?!
| null | null |
admsci5040213_boyarkin
| 0 |
In: European Review of Industrial Economics and Policy (5).
| null | null |
KOSCHATZKY, K., 2000: A river is a river – Cross-border networking between Alsace and Baden.
| null | null |
admsci5040213_boyarkin
| 0 |
; Soete, L. (eds): Technical Change and Economic Theory.
| null | null |
The conceptual framework (figure 1) is very similar to the 'cluster initiative performance model' in the Cluster Initiative Greenbook (Solvell et al., 2003), adding the hypothesis that there might be an interaction between policy context and management and being somewhat more narrow on the elements included.
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admsci5040213_boyarkin
| 0 |
KIESE, M., 2009: National styles of cluster promotion: Cluster policies between variety and convergence.
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Even so, the term ‘intellectual’ does not look fully appropriate here, which may be due to its translation from a Japanese original.
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admsci5040213_boyarkin
| 0 |
In: Journal of Economic Issues, 41(2): 391-398.
| null | null |
This appears hardly surprising given the co-evolution of policies and cluster management within a common institutional environment.
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admsci5040213_boyarkin
| 0 |
Would suggest to use these case studies as a source of ideas on how policies and cluster initiative management might relate to each other; that would make this a more interesting paper.
| null | null |
In the following, we will reply to each of your comments, using blue letters for our responses.
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admsci5040213_boyarkin
| 0 |
At present, the final section is merely a summary with the exception of the very last sentence briefly sketching the need for including evaluation in comparative cluster policy research.
| null | null |
• Finally, the paper is static as it does not account for cluster evolution and (policy) learning over time.
| null | null |
admsci5040213_boyarkin
| 0 |
KIESE, M., 2009: National styles of cluster promotion: Cluster policies between variety and convergence.
| null | null |
The performance of clusters is also affected by many exogenous influences not captured in the simple model.
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admsci5040213_boyarkin
| 0 |
Round 1: Referee Report for Administrative Sciences Management of cluster policies for innovation: Comparative case studies of Japanese, German, and French biotechnology clusters Manuscript no.
| null | null |
In: European Review of Industrial Economics and Policy (5).
| null | null |
admsci5040213_boyarkin
| 0 |
If the underlying institutional differences would have been revealed as suggested, this section would be even more valuable for understanding the differences.
| null | null |
In: European Review of Industrial Economics and Policy (5).
| null | null |
admsci5040213_boyarkin
| 0 |
The authors conclude that they found ‘consistent combinations of the types of national policies, local clusters, and cluster management’.
| null | null |
There is also a growing literature on cluster initiative management in Europe (see the EU's "Excellence Initiative' with the benchmarking of cluster initiatives) that should be considered.
| null | null |
admsci5040213_boyarkin
| 0 |
KIESE, M., 2009: National styles of cluster promotion: Cluster policies between variety and convergence.
| null | null |
Timing and content suggest that French national policies may well have been inspired by the German BioRegio contest.
| null | null |
admsci5040213_boyarkin
| 0 |
• Finally, the paper is static as it does not account for cluster evolution and (policy) learning over time.
| null | null |
The conceptual framework (figure 1) is very similar to the 'cluster initiative performance model' in the Cluster Initiative Greenbook (Solvell et al., 2003), adding the hypothesis that there might be an interaction between policy context and management and being somewhat more narrow on the elements included.
| null | null |
admsci5040213_devetyaro
| 0 |
Round 2: Author Response to Reviewer 2 I wish to congratulate the authors for their careful and thoughtful revision.
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It certainly helps preventing, partly prevents, or reduces the risk of these problems occurring.
| null | null |
admsci5040213_devetyaro
| 0 |
How can these be ‘representative’ for whatever population of biotech clusters in these countries?
| null | null |
P. 16: Sources should be stated underneath table 2.
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admsci5040213_devetyaro
| 0 |
• It is simplistic and technocratic because it views cluster performance as an outcome of initial conditions (i.e., the state of cluster development), cluster management and national polices.
| null | null |
At present, the final section is merely a summary with the exception of the very last sentence briefly sketching the need for including evaluation in comparative cluster policy research.
| null | null |
admsci5040213_devetyaro
| 0 |
This section now uses the term ‘innovation system’ at the national scale, but there is no discussion of or reference to the concept of national systems of innovation.
| null | null |
regarding their specialisation within biotechnology, their maturity, size (number of firms and employee) and firm size structure.
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admsci5040213_devetyaro
| 0 |
Critical issues such as the cluster management organisation’s budget and finance have not been addressed.
| null | null |
In the following, we will reply to each of your comments, using blue letters for our responses.
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admsci5040213_devetyaro
| 0 |
There are also existing reviews of cluster policies in Europe that should be considered (Clusters are Individuals, 2012, BMWi; VDI/VDE; Dasti).
| null | null |
For instance, what does it mean if a regional cluster organisation is pre-dating the national policy programme it is supposed to implement, as evident from some of the cases?
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admsci5040213_devetyaro
| 0 |
in terms of the role of the state versus private initiative, governance traditions and philosophies, centralist vs. federal set-up.
| null | null |
It seems that the most prominent or successful cases have been selected, at least for Germany and France.
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admsci5040213_devetyaro
| 0 |
Section 4: The presentation of the six case studies is very systematic and clear.
| null | null |
Timing and content suggest that French national policies may well have been inspired by the German BioRegio contest.
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admsci5040213_devetyaro
| 0 |
• Section 5 does not include any reference and is purely descriptive and sometimes even superficial, lacking any comparison, explanation or assessment.
| null | null |
R7 LONGHI, C.; ROCHHIA, S., 2013: Cluster policy for innovation and competitiveness: Lessons from the French experience.
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admsci5040213_devetyaro
| 0 |
The authors focus on what they call ‘intellectual clusters’, a term that appears 21 times throughout the paper although I cannot recall having ever seen it in a decade or so of studying clusters and cluster policies.
| null | null |
In my humble opinion, this is the weakest part of the paper that might well be omitted and replaced by a suitable conceptual frame for international comparison, as outlined above.
| null | null |
admsci5040213_devetyaro
| 0 |
• Page 12, lines 11-12: Table 2 provides a descriptive summary, but no ‘explanation’ – see major comments.
| null | null |
The performance of clusters is also affected by many exogenous influences not captured in the simple model.
| null | null |
admsci5040213_devetyaro
| 0 |
Although ‘top-down’ and ‘bottom-up’ have been replaced by public-driven and ‘private-driven’, the dichotomist nature remains as the focus of my critique.
| null | null |
Although ‘top-down’ and ‘bottom-up’ have been replaced by public-driven and ‘private-driven’, the dichotomist nature remains as the focus of my critique.
| null | null |
admsci5040213_devetyaro
| 0 |
• Page 12, lines 11-12: Table 2 provides a descriptive summary, but no ‘explanation’ – see major comments.
| null | null |
Section 4: The presentation of the six case studies is very systematic and clear.
| null | null |
admsci5040213_devetyaro
| 0 |
Is there comparable evidence on policy learning between Germany and France?
| null | null |
Compared to the Japanese cases, the French and German cases are clearly more bottom-up, but they still display clear – if not dominant – elements of top-down governance and public agency.
| null | null |
admsci5040213_devetyaro
| 0 |
Critical issues such as the cluster management organisation’s budget and finance have not been addressed.
| null | null |
• Methodology: The choice of clusters is generally well explained on pp.
| null | null |
admsci5040213_devetyaro
| 0 |
), 1993: National Systems of Innovation: A Comparative Study.
| null | null |
For the German cases, the authors may have underestimated public agency, since they did not investigate the role of state governments (Bavaria, Baden-Württemberg) within the country’s system of multilevel governance, which is key to understand cluster policies in Germany (cf.
| null | null |
admsci5040213_devetyaro
| 0 |
KIESE, M., 2013: Regional cluster policies in Germany – A multi-level governance perspective on policy learning.
| null | null |
Round 1: Author Response to Reviewer 2 We are very grateful for your detailed, insightful comments and suggestions, which help improve our manuscript significantly.
| null | null |
admsci5040213_devetyaro
| 0 |
(…) The varieties of capitalism (VoC) concept developed by HALL/SOSKICE (2011) may be a suitable concept here, as it has been applied to cluster policies in the U.S. and Germany by STERNBERG et al.
| null | null |
Indeed, many INTERREG projects fail to overcome the differences in national languages, legislations and cultures, even though the regions are neighbours.” In response, the authors now cite this paper in footnote 14 in Section 3.2. to support the view that BioValley has hardly had any impact in terms of intensifying cross-border interaction.
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admsci5040213_devetyaro
| 0 |
The authors might find the following major and minor comments helpful when revising their paper.
| null | null |
I would therefore suggest to drop this footnote altogether.
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admsci5040213_devetyaro
| 0 |
When elaborating on the choice of nations, one might wonder why the United States have not been included – possibly because there is no comparable national cluster policy?!
| null | null |
This should be harmonised, or preferably conversions given in brackets or footnotes for the reader’s convenience.
| null | null |
admsci5040213_devetyaro
| 0 |
Furthermore, the state government of R5 Bavaria may be a regional government, but it is certainly not a local authority (like the city of Munich; page 15, line 29) in Germany’s system of multilevel governance.
| null | null |
However, it remains rather descriptive and does not systematically attempt to explain the differences found between the three countries.
| null | null |
admsci5040213_devetyaro
| 0 |
• Furthermore, ‘initial conditions’ fail to capture the complexity of clusters if they are reduced to a dichotomy of private vs. public sector dominance.
| null | null |
regarding their specialisation within biotechnology, their maturity, size (number of firms and employee) and firm size structure.
| null | null |
admsci5040213_devetyaro
| 0 |
; Soete, L. (eds): Technical Change and Economic Theory.
| null | null |
It develops a conceptual frame for the comparative analysis of cluster policies and applies it to six case studies in three countries.
| null | null |
admsci5040213_devetyaro
| 0 |
How can these be ‘representative’ for whatever population of biotech clusters in these countries?
| null | null |
Critical issues such as the cluster management organisation’s budget and finance have not been addressed.
| null | null |
admsci5040213_devetyaro
| 0 |
(…) The varieties of capitalism (VoC) concept developed by HALL/SOSKICE (2011) may be a suitable concept here, as it has been applied to cluster policies in the U.S. and Germany by STERNBERG et al.
| null | null |
Freeman, C., 1988: Japan: A new National System of Innovation?
| null | null |
admsci5040213_devetyaro
| 0 |
The varieties of capitalism (VoC) concept developed by HALL/SOSKICE (2011) may be a suitable concept here, as it has been applied to cluster policies in the U.S. and Germany by STERNBERG ET AL. (2010).
| null | null |
Furthermore, the state government of R5 Bavaria may be a regional government, but it is certainly not a local authority (like the city of Munich; page 15, line 29) in Germany’s system of multilevel governance.
| null | null |
admsci5040213_devetyaro
| 0 |
STERNBERG, R.; KIESE, M.; STOCKINGER, D., 2010: Cluster policies in the US and Germany: Varieties of capitalism perspective on two high-tech states.
| null | null |
; SOSKICE, D., 2001: An introduction to varieties of capitalism.
| null | null |
admsci5040213_devetyaro
| 0 |
It certainly helps preventing, partly prevents, or reduces the risk of these problems occurring.
| null | null |
The authors focus on what they call ‘intellectual clusters’, a term that appears 21 times throughout the paper although I cannot recall having ever seen it in a decade or so of studying clusters and cluster policies.
| null | null |
admsci5040213_devetyaro
| 0 |
), 1993: National Systems of Innovation: A Comparative Study.
| null | null |
How can these be ‘representative’ for whatever population of biotech clusters in these countries?
| null | null |
admsci5040213_devetyaro
| 0 |
Freeman, C., 1995: The National System of Innovation in Historical Perspective.
| null | null |
• The paper contributes to comparative cluster policy research and thus helps overcoming the prevailing focus on individual case studies.
| null | null |
admsci5040213_devetyaro
| 0 |
There is also a growing literature on cluster initiative management in Europe (see the EU's "Excellence Initiative' with the benchmarking of cluster initiatives) that should be considered.
| null | null |
), 1993: National Systems of Innovation: A Comparative Study.
| null | null |
admsci5040213_devetyaro
| 0 |
How can these be ‘representative’ for whatever population of biotech clusters in these countries?
| null | null |
• Page 14, line 21: How can this be a cluster if there are ‘only a few biotech ventures’?
| null | null |
admsci5040213_devetyaro
| 0 |
the interface between national cluster policies and cluster management on the ground, and thus makes an original contribution to our understanding of cluster policies and their implementation.
| null | null |
In my humble opinion, this is the weakest part of the paper that might well be omitted and replaced by a suitable conceptual frame for international comparison, as outlined above.
| null | null |
admsci5040213_devetyaro
| 0 |
Timing and content suggest that French national policies may well have been inspired by the German BioRegio contest.
| null | null |
Critical issues such as the cluster management organisation’s budget and finance have not been addressed.
| null | null |
admsci5040213_devetyaro
| 0 |
At the least, it would appear sound to qualify these six cases as science-based clusters, but then this would apply to the biotech industry and all its clusters in general.
| null | null |
KIESE, M., 2009: National styles of cluster promotion: Cluster policies between variety and convergence.
| null | null |
admsci5040213_devetyaro
| 0 |
Although ‘top-down’ and ‘bottom-up’ have been replaced by public-driven and ‘private-driven’, the dichotomist nature remains as the focus of my critique.
| null | null |
It develops a conceptual frame for the comparative analysis of cluster policies and applies it to six case studies in three countries.
| null | null |
admsci5040213_devetyaro
| 0 |
Since Japan, France and Germany are all classified as co-ordinated market economies in the original VoC concept, more nuanced differentiations of capitalisms – or other institutional frameworks – might be recommended for the paper.
| null | null |
The authors should include a discussion on how these R4 countries differ e.g.
| null | null |
admsci5040213_devetyaro
| 0 |
regarding their specialisation within biotechnology, their maturity, size (number of firms and employee) and firm size structure.
| null | null |
This section now uses the term ‘innovation system’ at the national scale, but there is no discussion of or reference to the concept of national systems of innovation.
| null | null |
admsci5040213_devetyaro
| 0 |
In: Journal of Economic Issues, 41(2): 391-398.
| null | null |
In: Environment and Planning C, 28(6): 1063-1082.
| null | null |
admsci5040213_devetyaro
| 0 |
Compared to the Japanese cases, the French and German cases are clearly more bottom-up, but they still display clear – if not dominant – elements of top-down governance and public agency.
| null | null |
; BOSCHMA, R.; COOKE, P., 2011: Constructing regional advantage: Platform policies based on related variety and differentiated knowledge bases.
| null | null |
admsci5040213_devetyaro
| 0 |
At present, the final section is merely a summary with the exception of the very last sentence briefly sketching the need for including evaluation in comparative cluster policy research.
| null | null |
BRETTE, O.; CHAPPOZ, Y., 2007: The French competitiveness clusters: Toward a new public policy for innovation and research?
| null | null |
admsci5040213_devetyaro
| 0 |
Would suggest to use these case studies as a source of ideas on how policies and cluster initiative management might relate to each other; that would make this a more interesting paper.
| null | null |
I would still like to see a qualification stating that R16 private and public initiative often interacts in cluster development, and that the degree of private and public sector involvement usually differs from case to case.
| null | null |
admsci5040213_devetyaro
| 0 |
It seems that the most prominent or successful cases have been selected, at least for Germany and France.
| null | null |
http://revel.unice.fr/eriep/index.html?id=3495, accessed June 13, 2015.
| null | null |
admsci5040213_devetyaro
| 0 |
Methodology (a) Though the paper is exploratory, I am not convinced that it aligns with the “grounded theory” tradition.
| null | null |
That being said, I believe there is an opportunity to improve the paper by developing the conceptual foundations more thoroughly and my being more transparent and clear in the methodology section.
| null | null |
admsci6020005_makarova
| 0 |
Though such studies are rare, good interpretive and quantitative examples can be found in the literature.
| null | null |
While Jungian approaches have been used by marketing and consumer researchers in the past (e.g., Hirschman), the reasons for this choice need to be justified in the context of other alternatives.
| null | null |
admsci6020005_makarova
| 0 |
At a minimum, this exploratory paper should set a more specific and ambitious plan for systematic future research on the topic.
| null | null |
After all, the research focuses on the capacity of an ad to convey archetypal and personality-based aspects of brand identity.
| null | null |
admsci6020005_makarova
| 0 |
Reviewing the famous Marlbro ads or thinking about the attention David Beckham's appearance in ads for Adidas receives can be understood to represent viewer's interpretation and unconscious assignment of famous archetypes.
| null | null |
This paper’s potential impact will be enhanced if it can find a way to align itself with this growing branch of advertising research.
| null | null |
admsci6020005_makarova
| 0 |
For example the fact that some "heroes" can move across categories - e.g., Tiger Woods for Buick.
| null | null |
The recommendations were very constructive and we hope that we have addressed all.
| null | null |
admsci6020005_makarova
| 0 |
These ideas in developed with (some of) the relevant literature and are demonstrated using a simple two-firm case study.
| null | null |
Time of message delivery and personal relevance to the targeted audience may be ( I believe) of more importance than the creative.
| null | null |
admsci6020005_makarova
| 0 |
Linda M. Scott and Rajeev Batra, Mahwah, NJ: Lawrence Erlbaum Associates, 223-45.
| null | null |
Personally, I agree with you – brand personality is a key facet of brand identity.
| null | null |
admsci6020005_makarova
| 0 |
After all, the research focuses on the capacity of an ad to convey archetypal and personality-based aspects of brand identity.
| null | null |
We are delighted that our reviewer sees the link (as the authors do) between Aaker and Jung’s images of Freedom, Social, Order and Ego.
| null | null |
admsci6020005_makarova
| 0 |
Aaker’s approach is nested within these – it specifies a way brands can establish relevance in the eyes of consumers (via establishing a human identity or character).
| null | null |
Please don’t expect them to consult original sources by Jung!
| null | null |
admsci6020005_makarova
| 0 |
Are there any other limitations or criticisms the reader should be informed of?
| null | null |
Why do you not report reliability measures for the items and scale?
| null | null |
admsci6020005_makarova
| 0 |
The results would have been more compelling if the study measured the impact of ad campaigns (sets of related ads) in delivering a consistent (reliable) impression.
| null | null |
I hope my suggestions are given full consideration, as I believe that they will assist them in achieving this important objective.
| null | null |
admsci6020005_makarova
| 0 |
The authors have selected Jung’s archetypes as the theoretical foundation for the paper.
| null | null |
However, if you included a storyboard (set of screenshots) for each ad, that would help the reader (for examples, see: Mulvey and Medina 2003; Scott 1994).
| null | null |
admsci6020005_makarova
| 0 |
Reviewing the famous Marlbro ads or thinking about the attention David Beckham's appearance in ads for Adidas receives can be understood to represent viewer's interpretation and unconscious assignment of famous archetypes.
| null | null |
Imagine a conversation with these authors: what do you contribute to the ongoing conversation?
| null | null |
admsci6020005_makarova
| 0 |
Page 4, line 124 states: “European students did not know these two hotel chains and therefore were not pre-conditioned in any way.
| null | null |
The results would have been more compelling if the study measured the impact of ad campaigns (sets of related ads) in delivering a consistent (reliable) impression.
| null | null |
admsci6020005_makarova
| 0 |
We are delighted that our reviewer sees the link (as the authors do) between Aaker and Jung’s images of Freedom, Social, Order and Ego.
| null | null |
Author Response Author Response File: Author Response.docx
| null | null |
admsci6020005_makarova
| 0 |
Whereas the BT commercials features beautiful pictures that are sequence-wise interchangeable, the BT commercial unfolds and has it climax at the end with the wolves warming the traveler.
| null | null |
Most Western executives stay at well-known global hotel chains (e.g., Accor, Hilton) because they have a corporate contract.
| null | null |
admsci6020005_makarova
| 0 |
Padgett, Dan and Douglas Allen (1997), "Communicating Experiences: A Narrative Approach to Creating Service Brand Image," Journal of Advertising, 26 (4), 49-62.
| null | null |
The recommendations were very constructive and we hope that we have addressed all.
| null | null |
admsci6020005_perova
| 0 |
Time of message delivery and personal relevance to the targeted audience may be ( I believe) of more importance than the creative.
| null | null |
Linda M. Scott and Rajeev Batra, Mahwah, NJ: Lawrence Erlbaum Associates, 223-45.
| null | null |
admsci6020005_perova
| 0 |
At a minimum, this exploratory paper should set a more specific and ambitious plan for systematic future research on the topic.
| null | null |
As mentioned at the onset of my review, I fully support the authors’ aim to revitalize and blend archetypal and personality-based approaches to brand identity.
| null | null |
admsci6020005_perova
| 0 |
I think that the relevance of the research to practitioners as well as academics needs to include some current findings about ads, their placement and effectiveness.
| null | null |
Author Response Author Response File: Author Response.docx
| null | null |
admsci6020005_perova
| 0 |
--- (1989), "Literary Criticism and Consumer Research: Overview and Illustrative Analysis," Journal of Consumer Research, 16 (3), 322-34.
| null | null |
Personally, I agree with you – brand personality is a key facet of brand identity.
| null | null |
admsci6020005_perova
| 0 |
(h) Factor analysis: Have you reported principal components, or a rotated solution?
| null | null |
Padgett, Dan and Michael S. Mulvey (2007), "Differentiation Via Technology: Strategic Positioning of Services Following the Introduction of Disruptive Technology," Journal of Retailing, 83 (4), 375-91.
| null | null |
admsci6020005_perova
| 0 |
The authors have selected Jung’s archetypes as the theoretical foundation for the paper.
| null | null |
Padgett, Dan and Michael S. Mulvey (2007), "Differentiation Via Technology: Strategic Positioning of Services Following the Introduction of Disruptive Technology," Journal of Retailing, 83 (4), 375-91.
| null | null |
admsci6020005_perova
| 0 |
The recommendations were very constructive and we hope that we have addressed all.
| null | null |
The general and growing aversion to ads - ad blocker or the increased use of native advertising - sponsored branded content - that appears in desired media channels is a major issue for ad agencies.
| null | null |
admsci6020005_perova
| 0 |
Author Response Author Response File: Author Response.docx
| null | null |
Aaker’s approach is nested within these – it specifies a way brands can establish relevance in the eyes of consumers (via establishing a human identity or character).
| null | null |
admsci6020005_perova
| 0 |
I think there are some ways in which you may tighten up the description of the experimental design.The comparisons between Jung and Aaker are always interesting - although the small sample size may be troubling to some.
| null | null |
Though such studies are rare, good interpretive and quantitative examples can be found in the literature.
| null | null |
admsci6020005_perova
| 0 |
Imagine a conversation with these authors: what do you contribute to the ongoing conversation?
| null | null |
(b) Sample size: A critical view would state that the present research relies on a very small sample of advertisements (n=2) to make its claims.
| null | null |
admsci6020005_perova
| 0 |
The claim is very absolute – I wonder if any of them ever travelled internationally – presumably EMBAs would be more worldly or cosmopolitan than this…
| null | null |
Padgett, Dan and Michael S Mulvey (2009), "Experiential Positioning: Strategic Differentiation of Customer-Brand Relationships," Innovative Marketing, 5 (3), 87-95.
| null | null |
admsci6020005_perova
| 0 |
Padgett, Dan and Douglas Allen (1997), "Communicating Experiences: A Narrative Approach to Creating Service Brand Image," Journal of Advertising, 26 (4), 49-62.
| null | null |
Mulvey, Michael S. and Carmen Medina (2003), "Invoking the Rhetorical Power of Character to Create Identifications," in Persuasive Imagery: A Consumer Response Perspective, ed.
| null | null |
admsci6020005_perova
| 0 |
The recommendations were very constructive and we hope that we have addressed all.
| null | null |
Author Response Author Response File: Author Response.docx
| null | null |
admsci6020005_perova
| 0 |
This paper’s potential impact will be enhanced if it can find a way to align itself with this growing branch of advertising research.
| null | null |
One could make the argument that using archetypes in advertising has greater affinities to mythology, literature and communications.
| null | null |
admsci6020005_perova
| 0 |
These ideas in developed with (some of) the relevant literature and are demonstrated using a simple two-firm case study.
| null | null |
There clearly is a psychological component to the effectiveness an ad may have - although in some cases the appeal of the media selected and the surprising creative are major variables in terms of attention and engagement.
| null | null |
admsci6020005_perova
| 0 |
A close reading of some of the cited work (i.e., Mark and Pearson 1991) recognizes that archetypes can be blended.
| null | null |
At a minimum, this exploratory paper should set a more specific and ambitious plan for systematic future research on the topic.
| null | null |
admsci6020005_perova
| 0 |
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