Measuring the knower: Towards a theory of knowledge equity

California Management Review

Volumn , Issue 3, 1998, Pages 175-194

  Glazer, Rashi ^a  

^a NONE

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EID: 0032367464     PISSN: 00081256     EISSN: None     Source Type: Journal    
DOI: 10.2307/41165949     Document Type: Article

References (28)

1. In this article, the terms "measurement" and "valuation" will be used interchangeably.
2. The distinction between "information" and "knowledge," while of conceptual importance in certain contexts, is beyond the scope of this article. For some relevant discussion, see R. Glazer, "Marketing in Information-Intensive Environments: Strategic Implications of Knowledge as an Asset," Journal of Marketing, 55 (1991): 1-19; R.C. Blattberg, R. Glazer, and J.D.C. Little, The Marketing Information Revolution (Boston, MA: Harvard Business School Press, 1994).
3. The distinction between "information" and "knowledge," while of conceptual importance in certain contexts, is beyond the scope of this article. For some relevant discussion, see R. Glazer, "Marketing in Information-Intensive Environments: Strategic Implications of Knowledge as an Asset," Journal of Marketing, 55 (1991): 1-19; R.C. Blattberg, R. Glazer, and J.D.C. Little, The Marketing Information Revolution (Boston, MA: Harvard Business School Press, 1994).
4. See D. Bell, The Coming of Post-Industrial Society (New York, NY: Basic Books, 1973); S. Haeckel, "Strategies for Marketing the New Technologies: Commentary," in R.D. Buzell, Marketing in an Electronic Age (Cambridge, MA: Harvard University Press, 1985).
5. See D. Bell, The Coming of Post-Industrial Society (New York, NY: Basic Books, 1973); S. Haeckel, "Strategies for Marketing the New Technologies: Commentary," in R.D. Buzell, Marketing in an Electronic Age (Cambridge, MA: Harvard University Press, 1985).
6. For further discussion on the properties of information as a "good" see K.J. Arrow, The Limits of Organization (New York, NY: W.W. Norton and Company, 1974); Glazer, op. cit.
7. For further discussion on the properties of information as a "good" see K.J. Arrow, The Limits of Organization (New York, NY: W.W. Norton and Company, 1974); Glazer, op. cit.
8. C.E. Shannon and W. Weaver, The Mathematical Theory of Communication (Urbana, IL: University of Illinois Press, 1949); J. Von Neumann and O. Morgenstern, Theory of Games and Economic Behavior (New York: John Wiley and Sons, 1944).
9. C.E. Shannon and W. Weaver, The Mathematical Theory of Communication (Urbana, IL: University of Illinois Press, 1949); J. Von Neumann and O. Morgenstern, Theory of Games and Economic Behavior (New York: John Wiley and Sons, 1944).
10. For more on the "attraction" or asymmetric dominance effect see R. Dahr and R. Glazer, "Similarity in Context: Cognitive Representation and Violation of Preference and Perceptual Invariance in Consumer Choice," Organizational Behavior & Human Decision Processes (September 1996), pp. 280-293; J. Huber, J.W. Payne, and C. Puto, "Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Journal of Consumer Research, 9 (1982): 90-98. For a general discussion of context effects, see J.W. Payne, J.R. Bettman, and E.J. Johnson, The Adaptive Decision Maker (Cambridge: Cambridge University Press, 1993).
11. For more on the "attraction" or asymmetric dominance effect see R. Dahr and R. Glazer, "Similarity in Context: Cognitive Representation and Violation of Preference and Perceptual Invariance in Consumer Choice," Organizational Behavior & Human Decision Processes (September 1996), pp. 280-293; J. Huber, J.W. Payne, and C. Puto, "Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Journal of Consumer Research, 9 (1982): 90-98. For a general discussion of context effects, see J.W. Payne, J.R. Bettman, and E.J. Johnson, The Adaptive Decision Maker (Cambridge: Cambridge University Press, 1993).
12. For more on the "attraction" or asymmetric dominance effect see R. Dahr and R. Glazer, "Similarity in Context: Cognitive Representation and Violation of Preference and Perceptual Invariance in Consumer Choice," Organizational Behavior & Human Decision Processes (September 1996), pp. 280-293; J. Huber, J.W. Payne, and C. Puto, "Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Journal of Consumer Research, 9 (1982): 90-98. For a general discussion of context effects, see J.W. Payne, J.R. Bettman, and E.J. Johnson, The Adaptive Decision Maker (Cambridge: Cambridge University Press, 1993).
13. For a general discussion of framing effects see Payne, Bettman, and Johnson, op. cit.; A. Tversky and D. Kahneman, "Rational Choice and the Framing of Decisions," Journal of Business, 59/4 (1986): S251-S278.
14. For a general discussion of framing effects see Payne, Bettman, and Johnson, op. cit.; A. Tversky and D. Kahneman, "Rational Choice and the Framing of Decisions," Journal of Business, 59/4 (1986): S251-S278.
15. For discussion on fuzzy sets and fuzzy measurement systems, see G.J. Klir and B. Yuan, Fuzzy Sets and Fuzzy Logic (Upper Saddle River, NJ: Prentice Hall, 1995).
16. The field of "information economics" has dealt with many of these issues; but, in what is a rather remarkable intellectual achievement, has to a certain extent essentially finessed the matter by concluding that, since information as a commodity differs from the typical "good" it is therefore inherently difficult, if not impossible, to value (or measure).
17. The discussion here follows the model presented by G. Day and R. Glazer, in, "Harnessing The Marketing Information Revolution," in R.C. Blattberg, R. Glazer, and J.D.C. Little, The Marketing Information Revolution (Boston, MA: Harvard Business School Press, 1994). See also G.S. Day, Learning About Markets (Cambridge, MA: Marketing Science Institute, 1991).
18. The discussion here follows the model presented by G. Day and R. Glazer, in, "Harnessing The Marketing Information Revolution," in R.C. Blattberg, R. Glazer, and J.D.C. Little, The Marketing Information Revolution (Boston, MA: Harvard Business School Press, 1994). See also G.S. Day, Learning About Markets (Cambridge, MA: Marketing Science Institute, 1991).
19. See V.P. Barabba and G. Zaltman, Hearing the Voice of the Market: Competitive Advantage Through Creative Use of Market Information (Boston, MA: Harvard Business School Press, 1991).
20. See G. Huber, "Organizational Learning: The Contributing Processes and Literatures," Organization Science, 2 (1991): 88-115.
21. See B. Hedberg, "How Organizations Learn and Unlearn," in P.C. Nystrom and W.H. Starbuck, eds., Handbook of Organizational Design (London: Oxford University Press, 1981), pp. 8-27.
22. For a discussion of Prospect Theory, see D. Kahneman and A. Tversky, "Prospect Theory: An Analysis of Decision Under Risk," Econometrica, 47 (1979): 263-291. The problem posed in the article is a version of one originally posed by M. Allais in "Le Comportement de l'Homme Rationnel devant le Risque: Critique des Postulats et Axiomes de l'Ecole Americaine," in Econometrica, 21 (1953): 503-546.
23. For a discussion of Prospect Theory, see D. Kahneman and A. Tversky, "Prospect Theory: An Analysis of Decision Under Risk," Econometrica, 47 (1979): 263-291. The problem posed in the article is a version of one originally posed by M. Allais in "Le Comportement de l'Homme Rationnel devant le Risque: Critique des Postulats et Axiomes de l'Ecole Americaine," in Econometrica, 21 (1953): 503-546.
24. For more complete discussion of branding and brand equity see D.A. Aaker, Managing Brand Equity (New York, NY: The Free Press, 1991).
25. For more details on the INFOVALUE process see R. Glazer, "Measuring the Value of Information: The Information-Intensive Organization," IBM Systems Journal, 32 (1993): 99-110.
26. See J. Little, "Models and Managers: The Concept of a Decision Calculus," Management Science, 16 (1970): 466-485.
27. I am greatly indebted to my colleague David Aaker - one of the leading proponents of the notion of "brand equity" - for suggesting the term "knowledge equity."
28. H. Simon, "Theories of Bounded Rationality," in C.B. Radner and R. Radner, eds., Decision and Organization (Amsterdam: North Holland, 1972).