Title: Booz,Allen,and Hamilton?(1982)
1???????
2(No Transcript)
3???????
- ?????????? ???????????????
- ???????? ??????????????????????????
- ??????????? ???????????(?????????)??????
- ?????????? ??????????????????????????????????????
- ???????? ??????????????????????
- ????? ???????????????????
4???????
- Booz,Allen,and Hamilton?(1982)
- ??5?????????28?????????????(???60????20?????20
) - Duerr(1986)
- 10???????????????????35?????????
- Wind,Mahajan,and Bayless(1990)
- 3????????????????????????25???????
5?????????
????????Edsel
6????????
- ???????
- ROI ? gt ?? ?
- ???????????????
- ?????????
- ?????????????
7????????(??)
- ????????????
- ?????
- ??????
- ?????
- ????????
8????????(??)
- ????
- ?????????????
- ??
- ??????????????
9????????(??)
- ???????????????
- ??????????
10???????(??)
- ?????????
- ????
- ???????
- ??????
- ????
- ?????????
- ????????
- ???
- ????
- Second-but-better??
- ?????
11???????
1.?????
????
?????
1.?????? 3.???????
2.??????? 4.?????
????
?????
??????????(???? 1957)
12???????(??)
2.??????????(??????????)
3.????(??????????)
4.????(??????????????)
5.?????????????
13??????????
1.???????
No
Go
2.??
No
Go
3.???
No
Go
4.??????
No
Go
5.?????????????
????????
??
14??????(??)??
?? ????
???????? 0.54
????????? ????????? 0.50 0.48
???? 0.41
????????? -0.37
?????????????? 0.34
????????????? 0.31
?????? 0.24
Henard and Szymanski (2001)
15????????????????
???
?????????? ???
???????
??????? ???
????????
???????? ?????
?????
Cooper (1984)
16????????
?? ???() ???() ???() ???()
?? ?? ???? ?? ????
????? 200 100-500 100 0-200
?? 400 200-1,500 1,300 100-2,800
??? 2,000 100-6,000 600 200-1,000
????? 2,600 400-8,000 2,000 300-4,000
?? 10,000 5,000-50,000 2,700 800-9,000
???? 12,600 6,300-68,000 4,700 1,100-13,000
17????????
??????????
??(?) ?(SD)
????? 5 4-8
?? 6 2-15
???
????? 3 2-5
???????? 9 6-12
???? 4 2-6
?? 27 18-25
18??????
???(Mansfield and Wagner 1975)
???????? ??????????????? ??????????????? ???????
57 65 74 27
???(Elrod and Kelman 1987)
????????? ???????????????????? ????????????????????
57 70 65 26