Category Archives: Business and Economy

New cultural gatekeepers: paid online reviewers

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After recently discussing buying Twitter followers, the New York Times explores another new online realm: paid online reviewers who only give extremely positive reviews.

In the fall of 2010, Mr. Rutherford started a Web site, GettingBookReviews.com. At first, he advertised that he would review a book for $99. But some clients wanted a chorus proclaiming their excellence. So, for $499, Mr. Rutherford would do 20 online reviews. A few people needed a whole orchestra. For $999, he would do 50…

“The wheels of online commerce run on positive reviews,” said Bing Liu, a data-mining expert at the University of Illinois, Chicago, whose 2008 research showed that 60 percent of the millions of product reviews on Amazon are five stars and an additional 20 percent are four stars. “But almost no one wants to write five-star reviews, so many of them have to be created.”

Consumer reviews are powerful because, unlike old-style advertising and marketing, they offer the illusion of truth. They purport to be testimonials of real people, even though some are bought and sold just like everything else on the commercial Internet.

Mr. Liu estimates that about one-third of all consumer reviews on the Internet are fake. Yet it is all but impossible to tell when reviews were written by the marketers or retailers (or by the authors themselves under pseudonyms), by customers (who might get a deal from a merchant for giving a good score) or by a hired third-party service.

I am most intrigued here by the possible change in relationship between a reviewer and an author. The article suggests there is some sort of “sacred” distance between the two: the reviewer is free to criticize the work without recrimination. Some reviewers have attained elite cultural gatekeeper status, people who guide decision-making for millions of people. Think of critics like Siskel and Ebert and Robert Christgau who are seen as authoritative figures. Hence, people are upset when they learn that a positive review they saw wasn’t an “honest” opinion but rather a business transaction.

However, let’s not forget that these reviewers also make careers out of their thoughts – they may not have sold out to a corporation or a product but they do have a financial interest. I would argue that this distance between reviewer and author/creator has never really been so sacred and there are plenty of areas where we are used to paid reviewers. If you follow a reviewer enough, you can often learn what they do or do not like. Indeed, some reviewers have become outspoken proponents of certain movements and not others. Is this based on a completely rational, detached perspective? Of course not. Don’t many reviewers interact with the people who are producing the products they are reviewing? Think of blurbs on the back of books: are these truly unsolicited comments or from people who are truly judging the merits of the book? More crassly, commercials often present “reviewers” or “real people” or people made to sell certain products. Perhaps this is simply a sign of our times and will become normal as there is clearly a market for good reviews.

It will be interesting to see how websites like Amazon, heavily dependent on user reviews, works through this issue. I always try to read both the five star and one star reviews when considering a product. Additionally, there are other issues: the ratings can be about the product itself or a particular aspect of the product or about people’s expectations for the product or the shipping or the customer service or something else. I think Amazon could include a few extra questions, as other websites do, that would help one sort through the variety of reviews. Overall, the system is not perfect and we should be aware that we may not be getting the “unvarnished truth,” but at least it is better than going off anecdotal evidence from a friend or two…right?

Mapping Walmart’s rise

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I’ve seen this before but it is still a cool set of maps: watch Walmart expand across the United States.

Several things I like about this:

1. The flowing data is a nice touch as you can see changes over time. Maps can sometimes appear to be static but merging them into a time-series presentation makes it more dynamic.

2. This is a reminder that Walmart began as a Southern regional retailer who then expanded greatly. Though it is hard to remember a time when Walmarts were not located pretty much everywhere, its rise was not inevitable and it was relatively recent.

3. I remember the first Walmart that opened in our area in the Chicago suburbs. It did seem like an oddity as it had such a range of products and low prices. For example, I bought many of my first CDs there as it was significantly cheaper than the local music stores like Tower Records or Sam Goody. Of course, that initial store looks paltry compared to the more recent editions that feature even more products including a full grocery section.

4. I wonder if this couldn’t be enhanced with some other layers of data. Perhaps color shadings for each state that would show Walmart’s share of the retail market. Or the sales figures for each state. Or the number of Walmart employees per state. For critics, perhaps the number of local businesses that were forced out of business by Walmart (though this would probably be difficult to quantify).

Illustrating the issues of food, technology, and human interaction at Chipotle

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Chipotle has clearly staked its place as a progressive fast food restaurant (though they would claim they are between fast food and sit-down restaurants) with no antibiotic meat and organic fillings but it too struggles with some basic issues present in today’s economy: how much should companies rely on human employees versus using cheaper technology?

Like others in similar positions, he’s got a wide palette of gee-whiz technologies at his disposal — tablets for ordering, mobile payment systems, in-store ATM-like machines for ordering that replace cashiers. Yet he eschews most of them. He’s in no rush for tech to dramatically change the Chipotle experience at its more than 1,300 stores worldwide.

He hasn’t found the perfect solution yet. And, besides, he likes the human interaction.

That said, Chipotle, based here, happens to have a wildly popular app, a free tool that shows you where the nearest location is and lets you order and pay on the iPhone, iPad or iPod Touch. Nearly 5 million customers have signed up since 2010 and use the app to go straight to the front of the line to pick up their orders…

But that’s about as far as he wants to go. A future where all orders are made digitally?

“I hope not,” Crumpacker says. “I hope the experience of coming into Chipotle and ordering on the line is substantially superior to ordering on the phone. There’s all this communication as you watch what’s being made.”…

Meanwhile, Crumpacker hopes his next in-store tech play is a mobile payment system so customers can shave a few seconds off the checkout process by paying for menu items on smartphones. He’d like to see a standard on all phones that would support his in-store system…

“Consumers go to restaurants to be served,” she says. “The human element is part of the restaurant experience.”

This is an interesting explanation of the restaurant experience: people like the human element of service (though they are clearly paying for it). I suspect this may not really be the human element that people enjoy about restaurants. How many people really enjoy interacting with the waitstaff and other employees versus the opportunity the setting provides to interact with those at the table and to be part of and observe the social scene taking place around them. This could be a big difference between the Chipotle experience and eating at an urban cafe: Chipotles are often located in suburban settings where one may be able to sit outside or look outside but the primary view is of parking lots and speeding cars. In contrast, a full service restaurant offers more of a scene, particularly if located in a more urban setting where there is a mix of activities. Perhaps we need a sociological experiment to tease this out. Such an experiment could be based on a three by two table: fully mechanical food delivery versus human preparation (Chipotle) versus full service and then placed in a more dull setting versus a more happening location.

The article makes mention of Chipotle’s dropping stock price since mid-summer and I wonder if this is what will ultimately force the chain’s hand: if they need to demonstrate higher earnings and labor costs are too high, technology might be the way to close this gap. Or what might happen if Chipotle employees start demanding higher wages and/or more benefits? At that point, perhaps human interaction simply becomes too expensive, a luxury, as consumers might miss being served but would also not like to pay higher prices.

Some thoughts on Progressive and Matt Fisher

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By now, you’ve no doubt run across Matt Fisher’s blog post titled “My Sister Paid Progressive Insurance to Defend Her Killer In Court”. (If you haven’t yet seen Matt’s post, take a moment to read the original and his follow up). There have been lots of reactions to Matt’s story (to put it mildly), including over at Above the Law, where blogger “Juggalo Law” makes the following two observations:

1. Matt Fisher’s “grief is impossible for most, if not all, of us to imagine.”

Katie Fisher died in a car crash and her brother lashed out at the insurance company that made life for her surviving family more difficult. Matt Fisher’s overwrought tumblr post can be excused by the fact that, you know, his sister died in a car crash. His grief is impossible for most, if not all, of us to imagine. And yet thousands of people put on their imagineering hats and did just that.

As an initial matter, this seems like a denial of even the possibility of empathy. Is ATL really arguing that it is “impossible” for people generally to even imagine another person’s grief in the wake of death? Except for the very young, virtually everyone has known someone who has died, and we each face the inevitable prospect of our own mortality. Of course no one besides Matt Fisher knows the precise contours his grief, but this is hardly a persuasive, blanket argument that humanity generally is incapable of even imagining what his grief is like.

Furthermore, the tragedy at issue here is a death caused by an automobile accident. While the number of motor vehicle deaths in the U.S. varies from year to year, during the years 1981-2010 it ranged from 49,301 (1981) to 32,885 (2010). In all, 1,268,122 people died over this 30 year span. Even in a nation of over 300 million, this is an enormous number. Matt Fisher’s loss of his sister is tragic, but, sadly, it is not unique.

2. Insurance companies are “inhuman” entities whose “existence…is predicated on their attempts to make money. ”

Sometimes, life deals you a sh**ty hand. Death, however, always does. And yet, those stuck behind will undoubtedly encounter a world that barely shrugs in acknowledgement. And that’s how it should be. You will still be asked if you want a coffin with gold plating and you may be asked if you want your loved one’s ashes compressed into a beautiful diamond that you can wear around your neck for a lifetime. And all the mundane features of our economy will seemingly laugh at your grief. But they’re not laughing and insurance companies and all of the other businesses that survivors must joust with aren’t “inhuman monsters.” They’re merely inhuman. And they will follow protocol and attempt to minimize their own exposure as much as is possible. The existence of insurance companies is predicated on their attempts to make money. And nothing in this case suggests that their actions were borne out of anything other than this absolute truth.

Here, the ATL blogger seems to argue that insurance companies automatically get a pass for distasteful behavior because they are “inhuman” (with a strongly implied “what else do you expect?”). I think this approach lazily obscures rather than thoughtfully resolves any of the issues Matt Fisher’s personal tragedy raises. Obviously, the facts in this case are disputed and not fully known (at least publicly), and I have no personal knowledge of this matter. However, taking Matt’s original post and follow up clarification at face value, it is clear that Matt is not blaming Progressive for his sister’s death. Matt’s argument (and the general outrage) against Progressive boils down to these alleged facts:

  • Katie was a Progressive insurance customer with underinsured motorist coverage.
  • Katie was killed in an automobile accident with an underinsured motorist.
  • Asserting that Katie herself might have been responsible for the accident (in which case Progressive would have no legal obligation to pay under Maryland law), Progressive refused to pay what it owed under Katie’s policy to her surviving family members.
  • When Katie’s family went to court and sued the other driver to establish that he was liable for the accident rather than Katie, Progressive sent in its own lawyer(s) to help the other driver prove he was NOT liable.

So far as I can tell, the general outrage being directed at Progressive arises from this last assertion. I think most people understand that “fault” in auto accidents can be murky, and I think that many people would have understood if Progressive had refused to pay Katie’s policy until this issue was conclusively resolved by a court.

But that’s not why Matt’s post went viral. It went viral because he alleges, as he puts it in the title, “My Sister Paid Progressive Insurance to Defend Her Killer In Court.” The extreme outrage is not that an insurance company wanted to be 100% sure it owed money before paying out. The outrage is that (allegedly) an insurance company unleashed its lawyer(s) against its own customer. I agree with ATL that one generally expects auto insurance companies to “attempt[] to make money.” However, I submit that many do not expect auto insurance companies to proactively work against their own policyholders who are involved in accidents by making common cause with the other driver. It is one thing to dispute liability and force a court to sort the issue out. It is another thing to send lawyer(s) into the resulting lawsuit on behalf of the opposing side.

On the same day that Matt posted about Progressive, Bob Sutton blogged about how “United Airlines Lost My Friend’s 10 Year Old Daughter And Didn’t Care” (it’s as bad as you think, assuming the facts Bob recounts are all true). Bob narrates one part of the story in which the father is on the phone with a United employee located at the same airport as the lost 10-year-old, who was flying as an unaccompanied minor. When he “asked if the employee could go see if [his daughter] was OK,” she replied that she “was going off her shift and could not help. [He] then asked her if she was a mother herself and she said ‘yes’—he then asked her if she was missing her child for 45 minutes what would she do? She kindly told him she understood and would do her best to help.”

Bob writes:

This is the key moment in the story, note that in her role as a United employee, this woman would not help [the parents]. It was only when [the father] asked her if she was a mother and how she would feel that she was able to shed her deeply ingrained United indifference — the lack of felt accountability that pervades the system. Yes, there are design problems, there are operations problems, but the to me the core lesson is this is a system packed with people who don’t feel responsible for doing the right thing.

“Juggalo Law” titled its ATL post “Progressive Insurance Is Inhuman,” as if this fact excuses inhuman behavior. But just because corporations themselves aren’t people doesn’t mean their shareholders, managers, and employees aren’t. As Bob Sutton notes in his article on United Airlines, “a key difference between good and bad organizations is that, in the good ones, most everyone feels obligated and presses everyone else to do what is in their customer’s and organization’s best interests. I feel it as a customer at my local Trader Joe’s, on JetBlue and Virgin America, and In-N-Out Burger, to give a few diverse examples.”

Assuming the facts Matt alleges are true, Progressive clearly didn’t act in their customer Katie Fisher’s best interest. That’s not simply a sign that it wants to make money–or is legally organized as a corporation. If true, it’s a sign that it will act against its own customers whenever it can. Ironically, in a competitive marketplace, that approach is not in Progressive’s best interest. Indeed, the near-universal condemnation levelled at Progressive over the past few days suggests that such a narrowly self-interested approach is suicidal once it comes to light.

Globalization relies on pallets

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Tom Vanderbilt exposes the hidden workhorse of globalization: the humble pallet.

And yet pallets are arguably as integral to globalization as containers. For an invisible object, they are everywhere: There are said to be billions circulating through global supply chain (2 billion in the United States alone). Some 80 percent of all U.S. commerce is carried on pallets. So widespread is their use that they account for, according to one estimate, more than 46 percent of total U.S. hardwood lumber production.

Companies like Ikea have literally designed products around pallets: Its “Bang” mug, notes Colin White in his book Strategic Management, has had three redesigns, each done not for aesthetics but to ensure that more mugs would fit on a pallet (not to mention in a customer’s cupboard). After the changes, it was possible to fit 2,204 mugs on a pallet, rather than the original 864, which created a 60 percent reduction in shipping costs. There is a whole science of “pallet cube optimization,” a kind of Tetris for packaging; and an associated engineering, filled with analyses of “pallet overhang” (stacking cartons so they hang over the edge of the pallet, resulting in losses of carton strength) and efforts to reduce “pallet gaps” (too much spacing between deckboards). The “pallet loading problem,”—or the question of how to fit the most boxes onto a single pallet—is a common operations research thought exercise…

As USDA Forest Service researchers Gilbert P. Dempsey and David G. Martens noted in a conference paper, two factors led to the real rise of the pallet. The first was the 1937 invention of gas-powered forklift trucks, which “allowed goods to be moved, stacked, and stored with extraordinary speed and versatility.”

The second factor in the rise of the pallet was World War II. Logistics—the “Big ‘L’,” as one history puts it—is the secret story behind any successful military campaign, and pallets played a large role in the extraordinary supply efforts in the world’s first truly global war. As one historian, quoted by Rick Le Blanc in Pallet Enterprise, notes, “the use of the forklift trucks and pallets was the most significant and revolutionary storage development of the war.” Tens of millions of pallets were employed—particularly in the Pacific campaigns, with their elongated supply lines. Looking to improve turnaround times for materials handling, a Navy Supply Corps officer named Norman Cahners—who would go on to found the publishing giant of the same name—invented the “four-way pallet.” This relatively minor refinement, which featured notches cut in the side so that forklifts could pick up pallets from any direction, doubled material-handling productivity per man. If there’s a Silver Star for optimization, it belongs to Cahners.

I will attest to the importance of pallets from my two summers spent working in a book publisher’s warehouse. The second summer, much of my work day consisted of loading boxes onto pallets, driving the forklift with the pallet to an unloading area, and then unloading the boxes so that workers along the line could start the books moving down the line to what would become packed boxes. Without pallets, I have trouble imagining how so many boxes of books could have been moved.

This did raise some other questions for me:

1. How much money can be made manufacturing pallets? Clearly the world needs a lot of pallets…

2. How many pallets become unusable each year and what happens to these pallets?

3. Do people like products that are specifically designed for better packing on a pallet, like Costco’s rectangular milk containers?

h/t Instapundit

Employers to applicants: not being a member of Facebook means you are suspicious

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Beware job applicants: not having a Facebook account could cast suspicion on you.

On a more tangible level, Forbes.com reports that human resources departments across the country are becoming more wary of young job candidates who don’t use the site.

The common concern among bosses is that a lack of Facebook could mean the applicant’s account could be so full of red flags that it had to be deleted…

It points out that Holmes, who is accused of killing 12 people and an unborn child and wounding 58 others at a movie theater in Aurora, Colorado, and Breivik, who murdered  77 people with a car bomb and mass shooting, did not use Facebook and had small online footprints…

And this is what the argument boils down to: It’s the suspicion that not being on Facebook, which has become so normal among young adults, is a sign that you’re abnormal and dysfunctional, or even dangerous, ways.

Facebook is the new normal, but the idea that people not on Facebook are necessarily suspicious is a gross overgeneralization, particularly when tied to just two tragedies. I can imagine a variety of good reasons for being a nonuser that doesn’t indicate one is a psychopath.

The interest employers have in Facebook certainly is interesting. I blogged a while back about some employers wanting the password of applicants so they could look over their profiles. How does looking at a profile stack up against other ways of getting information such as reading a resume, doing a background check, and checking references?

 

Facebook’s company town gets a new Main Street

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Disneyland has its own Main Street, Walt Disney’s vision of idyllic small-town American life, and now Facebook’s campus is getting its own version:

Unlike the days of Henry Ford and George Pullman, when industrialists built towns surrounding manufacturing operations, Facebook is bringing retail shops onto its sprawling private campus on the outskirts of Menlo Park where there are few commercial establishments other than fast-food joints.

The company is subsidizing the construction; handpicked merchants will offer discounted prices to employees.

“It is the 21st century company town,” said Silicon Valley futurist Paul Saffo, managing director of foresight at investment research firm Discern Analytics…

But Facebook had to come up with new carrots when it moved its headquarters a few months ago to a suburban outpost at the edge of tidal mud flats and salt marshes cut off from the rest of Menlo Park by a six-lane highway. It’s so isolated that when former tenant Sun Microsystems occupied it, the campus was nicknamed “Sun Quentin.”…

“It’s just a great perk: ‘My company has created a little city for me,’ ” said Harvard Business School professor Teresa Amabile, coauthor of “The Progress Principle,” who studies how everyday life inside organizations can influence people and their performance.

The comparison to company towns is fascinating: as I remember it, these towns didn’t last long. Pullman, for example, might have been viewed as efficient but workers ended up seeing it as paternalistic. So why exactly is this “21st century company town” strictly a perk – because Facebook is cool? Because the jobs don’t include manual labor manufacturing work and are creative class jobs that pay well? Because Facebook is reclaiming this brownfield of sprawl? Couldn’t the Main Street be viewed as controlling and an inducement to ask people to work even longer hours?

Two other quick questions:

1. What would happen if employees didn’t like the Main Street, stopped going, or started protesting? It is company property so I assume activities are somewhat restricted though a company like this doesn’t want to alienate all of their workers.

2. It is interesting that Americans like to hearken back to small town life even when we as a country have rapidly moved to an urban (and often decentralized) landscape. Is this Main Street more like a theme park, akin to Disneyland? Perhaps Facebook should start including some dormitories so that Main Street could have more activity around the clock.

A Best Buy no longer?

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Wired argues that the decline of Best Buy’s business is linked to the decline of exurbia generally:

You can’t trace a precisely parallel line charting Best Buy’s decline alongside exurbia’s economic cratering. Technology and consumer preference have also taken a toll. Sales of physical media like DVDs and the players to play them have dropped as consumers stream more and more movies and music. Apple stores have seduced customers with a boutique approach that Best Buy plans to copy in some locations. Amazon and other online retailers have likely siphoned even more.

Despite these factors, the twilight gathering around Best Buy feels more than anything like part of the darkness that snuffed out the exurban dream. These signature outposts of [David] Brooks’ new world [described in his 2004 book On Paradise Drive] filled new homes with flatscreens bought with home equity loans that have since left victims of the crash drowning in debt. Like so many exurban homeowners, Best Buy banked on false promises of perpetual prosperity as contrary economic realities lurked.

I would also add that Best Buy has has to contend with expanded (and cheaper) electronics offerings at other big box stores, notably Walmart and Target.  Given the number of factors involved, is it really fair to characterize this as a “exurban problem”?

This fall, more than half of college students will be living at home

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New figures suggest that more than half of American college students will be living at home during the fall 2012 semester:

For American students, heading off to college has traditionally also meant physically going away to college. But now, at a time when college costs are soaring, and when news of young people being saddled with burdensome student loan debt is unavoidable, today’s students are trying to trim college expenses in every way possible. More than half of students, in fact, will be living at home when the fall semester begins—up significantly from the 43% of students who commuted a couple of years ago…

The argument that a so-called “higher education bubble” really does exist—and may be in the process of popping—gets a boost especially because it looks like students in wealthier American families, who should be able to pay for pricey colleges, are choosing to stay home in increasingly higher numbers. As USA Today points out:

This year, 47% of students from high-income families, those making more than $100,000, are living at home, nearly double the 24% who did two years ago.

It would be interesting to see this broken down by type of institution. In other words, are students at pricier liberal arts and research schools living at home in greater numbers?

Are there studies that show the impact of living on campus versus commuting? Does it have any impact on learning? Does it have a demonstrable impact on social adjustment and well-being? I assume colleges and universities will have to do more to justify having students live on campus or having them pay so much…

h/t Instapundit

Does Motorola Mobility moving to Chicago weaken the suburbs?

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With the news this past week that Motorola Mobility will be moving from Libertyville to downtown Chicago, a question arose: is Chicago’s gain the suburbs’ loss? Here is part of the discussion:

Rather than a zero-sum game of moving jobs from the suburbs to Chicago, Motorola Mobility’s planned relocation from Libertyville to the Merchandise Mart next year has many upsides. For one it’s another step for the city toward its goal of being a tech hub. That will not only give the company access to a coveted savvy urban workforce but also help Chicago stand out in the increasingly competitive global economy.

“The marketplace for knowledge-based industries favors dense, urban areas — it’s a global phenomenon,” said urban affairs specialit Frank Beal.

“This is not a choice between the city and the suburbs,” added University of Chicago economics professor Austan Goolsbee, “it is between Chicago and some other metro area.”

Goolsbee is correct if one takes a metropolitan view: it doesn’t really matter to the Chicago area if the headquarters is in the Loop or Huntley as long as the jobs, tax revenues, and prestige stay in the region. Yet, this is not so clear from a local perspective: Libertyville loses 3,000 local jobs and Chicago gains them. The mayor of Libertyville is disappointed:

The mayor of north suburban Libertyville says he’s disappointed Motorola Mobility has decided to move its corporate headquarters to downtown Chicago…

The mayor of Libertyville, Terry Weppler, said there are no hard feelings against Emanuel.

“I’ll put our community up against Chicago any day, you know, for any type of amenity whatsoever,” he said…

He said his next plans involve brainstorming what could fill Motorola’s giant corporate campus once it empties out.

I’m not sure Libertyville would win that battle of amenities. And it is clear that Chicago leaders are pretty happy.

But this may be part of a larger trend of large companies seeking out the more exciting and younger life of big cities:

The move brings jobs downtown — part of a reversal of fortune in which the city is now snatching corporations from suburbia. And as a result, a building type with a future that once seemed rock solid now appears under threat. United Airlines vacated its 66-acre Elk Grove Township headquarters — it even has tennis courts — for downtown Chicago beginning in 2007. The campus, designed by SOM, won three different American Institute of Architects awards since its completion in 1968.

The United Airlines campus is for sale. And it isn’t alone. On any given week, the internet and the back pages of trade journals are filled with “for sale” ads for suburban office parks and headquarters. It wasn’t always this way. Much like suburban shopping malls, these corporate utopias — air conditioned, new, private and safe — were once very much the hottest thing around. From the 1960s through the end of the 20th century, corporations — Motorola, Sara Lee, and more — left Chicago for a new life in the ‘burbs.

But now things are changing. Corporations are downsizing and the new generation of workers does not want to toil in the suburbs. A story last week in the Boston Globe discusses how young workers in the tech and creative fields prefer working in cities and getting to work by public transit.
This would fit with recent data suggesting younger adults are not as interested in the suburban life of the Baby Boomers. But it could take some time for suburban communities to figure out what to do with these large office complexes (see an earlier post about the fight in Hoffman Estates about tax breaks for the incomplete Sears complex) , particularly in a down economy where many shopping malls and lifestyle centers are having difficulty.

Of course, the tax breaks to stay in Illinois are still intact with the move:

But Mobility executives pledged a year before the Google takeover to keep Mobility’s well-paying engineering, finance, marketing, design and executive jobs in Illinois so Mobility could benefit from statewide tax credits worth more than $100 million over a 10-year period.

Gov. Pat Quinn said at a news conference in Deerfield that he gave Google “permission” to move from Libertyville to downtown Chicago, since that was the location Google preferred.

Pat Quinn has to provide his permission?

In the end, I would say that moves such as these are not necessarily bad but they could have negative consequences for the community that large corporation is leaving. Just as the big cities of America were hurt by the move of corporations to suburban office parks after World War II, there are negative consequences for suburbs when the move is made in reverse. It will be interesting to see how these moves add to or re-energize urban life. For example, one could look at how many of the Motorola Mobility employees will move to the city after their job moves there. Similarly, is there a way to quantify how much better Motorola Mobility will do once it is located in the city rather than suburbs?