The advertising as one of the tools of the marketing mix has positive influence on sales and is differenciating the product from competition. According to persuasive view the advertising contributes to the differences in firms' cost conditions, creates abnormal profit and is able to deter the entry into the market. The question is whether the advertising can have such a influence on competition at the market.The goal of the thesis is to introduce the major views on advertising in economic theories and based on available emprical studies to define and describe the major differences in the views. The impact of advertisng on perfomance indicators is analyzed in own empirical study for the market of chocolate bars, covered and partially coverd wafers.

No description available.

This paper studies how new players approach first-person games using a controller. By observingthe behaviour of five mostly inexperienced individuals as they play through the first few levelsof the game Portal 2 , the following patterns for barriers to entry can be observed:The game presumes common knowledge of its player that new players lack.Uninitiated have a hard time using buttons and sticks simultaneously for complicatedmaneuvers.New players primarily use the buttons that they can see with a casual glance, causingsome buttons to be less used.Misunderstanding due to not clearly have been shown possibilities in the gameworld.New players are unaware of the Options menu.Players find navigation and orientation difficult when lacking all the senses of a physicalbody.The fear of not being good enough causes distress.Players find it a waste of time to redo previously conquered challenges or not makingprogress fast enough.The paper then discusses possible solutions to these problems. / Denna rapport studerar hur nya spelare närmar sig förstapersonsspel som kontrolleras medhandkontroll. Genom att observera beteendet hos fem till mestadels oerfarna individer medan despelar igenom några av de första få banorna i spelet Portal 2 kan följande mönster som hindrardem från att börja spela urskiljas:Spelet förutsätter att dess spelare har en gemensam allmän kunskap. Kunskap som nyaspelare saknar.Oinvigda har svårt att använda både knappar och spakar simultant för att utförakomplicerade manövrar.Nya spelare använder primärt knapparna som de kan se vid en flyktig blick, vilketorsakar att vissa knappar blir mindre frekvent använda än andra.Missförstånd på grund av att icke klart och tydligt blivit meddelade spelvärldenmöjligheter.Nya spelare är omedvetna om Options-menyn.Spelare finner att röra sig i spelvärlden är svårt när de inte har tillgång till alla sinnen enfysisk kropp har.Rädslan för att inte vara bra nog orsakar oro.Spelare finner att det är slöseri med tid att göra om tidigare erövrade utmaningar eller attinte göra framsteg i tillräckligt hög fart.Denna rapport diskuterar möjliga lösningar på dessa problem.

This dissertation assesses the evolving structure and performance of the electricity supply industry (ESI) in Queensland following the restructuring and deregulation process undertaken in 1997 and 1998 respectively. This microeconomic reform process essentially replaced a vertically integrated electricity monopoly with an oligopolistic electricity market. In theory at least, restructuring a monopoly generator, and deregulating the product and capacity markets, should lead to lower electricity production costs, more cost-reflective wholesale electricity prices, and a generation plant expansion path that reflects the least-cost, optimal mix of baseload, intermediate and peaking technologies. In economic terms, the deregulated electricity market should deliver improvements in productive, allocative and dynamic efficiency. However, a likely side effect is a deterioration of ESI environmental performance, since the minimization of production costs are of paramount importance in a competitive market. This research has utilized historic data, direct comparisons to southern market outcomes, economic theory and the development and adaptation of a suite of economic cost and generation system simulation models to test the stated hypotheses of expected improvements in productive, allocative and dynamic efficiency, and a deterioration in environmental performance. This research has not had the availability of extensive historical market data upon which to draw. When research first commenced, less than six months of historical market data were available. At the time of completion of this dissertation, only three full financial years of data existed. Consequently, this research necessarily relied upon complex simulation models of economic cost and electricity generation systems, coupled with economic theory, to forecast market outcomes. The short history of market data is examined and tentative conclusions are drawn from this, which are integrated with the outputs of the simulation models. Simulation experiments have been conducted to identify the theoretically optimal market outcome, that is, the least-cost generation plant mix that would best meet the Queensland load curve, subject to a reliability constraint. This forms the 'base case', and represents that which would reasonably be expected to emerge under a centrally planned monopoly regime with a welfare maximization objective, characterised by perfect information and zero political intervention. Such a scenario establishes efficient generation system costs, prices and plant capacity mix. The 'base case' or centrally planned scenario is contrasted with forecast 'market scenarios'. Performance of the generation system is explored under specified scenarios using the economic cost and generation system simulation models, publicly available information about committed and expected future investment in plant capacity, incumbent generator trends and behavioural assumptions consistent with oligopolistic market theories. The analysis indicates that productive efficiency, or cost efficiency, is enhanced as a result of restructuring the monopoly generator into competing entities since competitive pressures force the generators to reduce costs in order to survive. Allocative efficiency, or price efficiency, declined during the first three years of the market, with all generators earning positive economic rents. The presence of these economic rents, coupled with conventional oligopolistic strategies associated with the theory of barriers to entry, resulted in a rush to commission new baseload capacity. Not surprisingly, dynamic efficiency appears to be deteriorating, with the market-induced capacity augmentation proving to be far greater than that considered optimal. Modelling results indicate that the oversupply of baseload capacity is expected to place considerable downward pressure on electricity prices, and thus allocative efficiency is forecast to improve in the intermediate run, much to the benefit of electricity consumers. In the long run, the oversupply of baseload capacity and subsequent low market price can be expected to frustrate the timely entry of new peaking or intermediate plant capacity, which will ultimately be required by the Queensland ESI given the strong electricity demand growth. What does appear to be emerging is a five or seven year electricity generation business cycle. Modelling results from this research also point to alarming environmental implications, with the general levels of greenhouse gas emissions of the electricity system increasing. While system thermal efficiency is declining, the rush of new, low-cost coal-fired capacity represents an inferior outcome to the alternative (i.e. efficient combined cycle gas plant) because the volume of greenhouse emissions is markedly higher. The outlook for Queensland's greenhouse gas emissions from electricity generation, in the absence of coincident environmental policies, is that they will more than double between the 1990 emission baseline, and the commencement of the Kyoto commitment period in 2008. Some clear warnings emerge from this research. The structure and performance of an ESI prior to deregulation is important if microeconomic reforms are to be successful. Too little generation capacity or transmission capacity is unlikely to provide a robust foundation for wholesale market implementation. To ensure that adequate competition will prevail, it will be necessary to restructure monopoly generators. The existing ESI needs to be characterised by ‘inefficiency’ if gains from trade are to be capitalized. An efficient centrally planned ESI is unlikely to benefit greatly from deregulation, particularly given that implementing a product market is likely to be a costly process. And finally, competitive markets deliver lowest cost, which is usually inconsistent with the most environmentally responsible outcome. As a result, if the environment is considered a policy imperative, it will be critical that ESI deregulation be complemented by coincident environmental regulations.

Thesis (Ph.D.)--University of Alberta, 2009. / A thesis submitted to the Faculty of Graduate Studies and Research in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Engineering Management, Department of Mechanical Engineering. Title from pdf file main screen (viewed on October 23, 2009). Includes bibliographical references.

Syftet med denna rapport är tvåfaldigt. För det första syftar rapporten till att undersöka hur kommunen i markanvisnings- och detaljplaneprocessen kan verka för en varierad och blandad bebyggelse samtidigt som kommunen maximerar markförsäljningspriset vid försäljning av mark till byggherrar. För det andra syftar rapporten till att belysa hur kommunens markanvisnings- och detaljplaneprocess upplevs utifrån byggherrens perspektiv. Rapporten ställer upp tre frågeställningar: i) vilka möjligheter har kommunen att påverka fysisk gestaltning? ii) hur kan kommunen verka för ökad mångfald i bebyggelsen? och iii) hur kan kommunen verka för att fler byggherrar kan konkurrera om markanvisning? En ingående granskning av planhandlingar och gestaltningsprogram för fyra exploateringsområden i Stockholms län samt markanvisnings- och exploateringsavtal med berörda byggherrar har genomförts. Dessutom har en enkätundersökning med ett antal mindre byggherrar genomförts i syfte att undersöka upplevda etableringshinder och svårigheter att erhålla markanvisning. Studien finner att detaljplanen är ett alltför trubbigt verktyg för att styra gestaltningen och att den ofta kompletteras med gestaltningsprogram för området. För att gestaltningsprogram ska ha bindande verkan gentemot byggherren bör de knytas till markanvisnings- och exploateringsavtal. Ännu effektivare verkan får gestaltningsprogram om de grundar sig i medborgardialoger där såväl boende som byggherrar fått delta. Sannolikheten att ambitionerna som uttrycks i gestaltningsprogrammet verkligen genomförs ökar om byggherren ges incitament att genomföra vissa åtgärder, exempelvis genom att erhålla rabatt på markpriset. Den främsta faktorn för variation och mångfald i bebyggelsen är dock att i konkurrens, genom markanvisningstävlingar, tilldela byggrätter till flera olika byggherrar inte bara inom området i stort utan även inom kvarteret. Byggherreenkäten visar främst att kommuner måste bli mer tydliga i sina utvärderingskriterier. Minskad osäkerhet medför att också mindre byggherrar kan delta i markanvisningsprocessen vilket i sin tur leder till ökad variation i bebyggelsen. / The purpose of this report is twofold. First, the report aims to examine how the municipality, through the land allocation- and zoning processes, can promote a varied and diverse architecture while, at the same time, maximize the selling price when selling land to developers. Second, the report aims to describe the municipal land allocation- and zoning process from the perspective of the developer. The report poses three questions: i) Which means does the municipality have in order to influence the built environment? ii) How can the municipality promote increased diversity in the built environment? and iii) How can the municipality promote a greater number of developers to compete in the land allocation process? A detailed examination of the zoning plans and design programs for four development areas in the Stockholm County as well as land allocation- and development agreements with developers has been carried out. In addition, a survey among a number of smaller developers has been conducted in order to examine perceived barriers to entry and difficulties in obtaining land allocation. The study finds that zoning plans are too imprecise as a tool to govern the design and that they are often complemented by design programs for the area. For the design program to have binding effect against the developer they should be linked to land allocation- and development agreements with the developers. They are likely to be even more effective if they are based on dialogue with local residents and developers. The probability that the ambitions expressed in the design program are actually implemented will increase if the developer is given incentives to implement certain measures, for example by obtaining discount on the land price. The key factor for variety and diversity in the built environment is through competition where development rights are assigned to several different developers not only in the greater development area but also within the block. The survey among developers show that municipalities have to become more clear in their evaluation criteria. Reduced uncertainty will encourage small developers to participate in the land allocation process, which in turn, leads to a more varied and diverse architecture.

隨著人口增長以及人口老化速度加劇，全球藥品消費需求快速成長。生物藥品因其具有針對特定疾病之專一性，在治療病毒性肝炎、癌症及後天免疫缺乏症候群（Acquired Immunodeficiency Syndrome，AIDS）等重大疾病上擁有相當大的發展潛力。除了積極研發全新生物藥品之外，我國生技製藥廠商亦將注意力放到生物相似性藥品的研發上。 但因我國藥品內需市場規模較小，一旦成功研發出生物相似性藥品，若無法將其外銷至海外市場，恐不能弭平鉅額的前期投入。而進入國際市場之際，倘若未制定適宜的進入策略，卻又極可能會以失敗收場。 基於生物相似性藥品本身之特性與法律上之定義，其研發藥廠在進入市場的順序上係處於後進者之地位。但為了成為早期追隨者而搶占部分先驅者優勢，廠商必須選擇恰當的進入模式及進入時機並適時的調整之。而進入障礙對於進入策略之擬定有相當大的影響，尤其以生物相似性藥品市場而言，影響最為深刻的是制度性的進入障礙。 本研究以全球前二大藥品市場─美國、中國大陸為標的，探討我國生物相似性藥品研發廠商進入海外生物相似性藥品市場時，所需跨越的制度性進入障礙可能為何？其他跨國性藥廠在面臨上述制度性進入障礙時，係採取何種因應方法，以及如何調整其進入策略？並從中總結出，對於我國生物相似性藥品研發廠商而言，較為可行的市場進入策略。 經研究分析後，本研究認為，生物相似性藥品市場的制度性進入障礙係來自於東道國的保護主義、專利相關法規與解決專利爭議之機制有所缺漏或偏頗，以及藥品上市審查及藥價管理相關法律規範過於嚴苛或過於鬆散。 而跨國性藥廠因有較充裕的資金及專利訴訟經驗，因此在面對因專利所形成之制度性進入障礙時，可以訴訟或法定行政程序等合法方式克服該專利障礙。對於藥品上市審查法規之要求，則可透過加大投資以求符合法規標準。至於東道國的保護主義，則多藉由與當地企業進行合作、成立合資企業等方式，突破該進入障礙。 因我國生物相似性藥品研發廠商之規模較小，較難獨自克服各生物相似性藥品市場的制度性進入障礙，所以在進入策略上，本研究建議，可積極尋求與原廠或國際生物相似性藥品研發廠商合作，致力於發展全新生物藥品。或是透過兩岸合作研發，於奠定一定基礎後，進一步開拓生物相似性藥品的海外市場。

Diese Dissertation umfasst drei Aufsätze, von denen sich die ersten beiden mit dem Phänomen der beruflichen Mobilität von Arbeitnehmern im westdeutschen Arbeitsmarkt befassen. Der erste Aufsatz untersucht für Absolventen einer dualen Berufsausbildung die kausalen Lohneffekte von Mobilität über Firmen und Berufe hinweg. Die Instrumentenvariablenschätzungen, welche exogene Variation in regionalen Arbeitsmarktcharakteristika ausnutzen, zeigen, dass Berufswechsel innerhalb des Ausbildungsbetriebs einen Karrierefortschritt darstellen. Bei Jobwechseln dominiert der Verlust von firmenspezifischem Humankapital. Allerdings nimmt der Lohnverlust nicht weiter zu, wenn zusätzlich zur Firma auch der Beruf gewechselt wird. Angesichts dieser Ergebnisse dokumentiert der zweite Aufsatz Muster von beruflicher Mobilität in Westdeutschland über den Zeitraum 1982--2008 innerhalb von und zwischen Firmen. Die Häufigkeit von beruflicher Mobilität hat seit 1982 zwischen Firmen signifikant zugenommen und innerhalb von Firmen signifikant abgenommen. Die Analyse betrachtet zudem mögliche Erklärungsansätze für diese Entwicklungen, wie zum Beispiel den demografischen Wandel oder den Zusammenhang zwischen beruflicher Mobilität und Arbeitslosigkeit. Der dritte Aufsatz untersucht den Zusammenhang zwischen Produktmarktderegulierung und Arbeitsmarktergebnissen. Die Reform der deutschen Handwerksordnung von 2003 wird als natürliches Experiment genutzt, um mögliche Einflüsse der Abschaffung von Markteintrittsbarrieren auf selbstständige und abhängige Beschäftigung zu untersuchen. Da Zweifel an der Gültigkeit der identifizierenden Annahmen aufkommen, können die Schätzergebnisse nicht kausal interpretiert werden. Dennoch legen die Ergebnisse zumindest in Teilen nahe, dass der in der Literatur bereits dokumentierte positive Effekt auf selbstständige Beschäftigung plausibel ist, wohingegen die Reform vermutlich keinen Anstieg der abhängigen Beschäftigung in den deregulierten Berufen zur Folge hatte. / This thesis comprises three essays, out of which the first two study the phenomenon of worker mobility across occupations in the West German labor market. The first essay studies the causal wage effects of mobility across firms and occupations among graduates from apprenticeship training. Exploiting variation in regional labor market characteristics the instrumental variables estimations indicate that occupation switches within the training firm involve a career progression. For job switches the loss of firm-specific human capital seems to dominate. However, the wage loss does not grow when an occupation switch occurs simultaneously. In light of these results, the second essay in this thesis studies patterns of occupational mobility in West Germany over the period 1982--2008 separately within and across firms. Most importantly, occupational mobility rates across firms have significantly increased since the early 1980s, while within-firm occupational mobility rates have significantly decreased. The essay also assesses potential explanations for these developments, such as demographic change or the relationship between occupational mobility and unemployment. The third essay in this thesis studies the relationship between product market deregulation and labor market outcomes. It exploits the 2003 reform of the German Crafts Code as a natural experiment to study how the abolishment of barriers to firm entry may affect self-employment and dependent employment. Since there are doubts regarding the validity of the identifying assumptions, the results cannot be interpreted causally. Nevertheless, the analysis at least partially corroborates the evidence for a positive reform effect on self-employment documented elsewhere in the literature, while the reform seems not to have had a positive effect on dependent employment in the deregulated crafts occupations.