MODELING THE EFFECT OF BELIEF REVISIONS ON THE SUCCESS OF CO-BRANDING

This paper provides a normative guideline regarding the successful formation of co-branding alliances for both academic researchers and practitioners. We use the expectancy-value model to quantify the mechanism of belief revision in co-branding. Starting from this, an existing mathematical model is adapted in order to investigate (1) the influence of belief revisions on the necessary condition of a successful co-branding alliance (i.e., a sufficient amount of required expansion for the partnering brands) and (2) the existence of an ideal situation that ensures the success. The resulting propositions show that belief revisions can affect a brand�s intention with respect to a co-branding partnership. A simulation study demonstrates that an ideal situation exists when the partnering brands are similar in the magnitude of customers� belief revision, brand reputation, and customer loyalty. The present paper advances existing knowledge by relating the success of co-branding partnerships to consumer evaluations. Managerial implications and future research directions are also discussed.Belief revision, success of co-branding, consumer evaluations, mathematical modelling in marketing

A systematic analysis of the preference change in co-branding

This paper presents current theoretical and empirical findings on consumers’ preference change in co-branding. We develop a conceptual model to illustrate consumers’ attitudinal changes in co-branding based on the findings of Park et al. (1996) and Simonin and Ruth (1998), among others. We argue that the attitude change is influenced by three important effects, namely the extension effect, the mutual effect, and the reciprocal effect. It is shown how the interaction of these effects can be used to systematically explain the rationale behind preference change in co-branding. So, our study takes an initial step toward the understanding of the connection between consumer evaluation and the success of alliance formation for adapting the Venkatesh et al. (2000) model. Finally, we provide suggestions for marketing managers and motivate the need for further research in the field of strategic marketing.co-branding;attitude change;preference change;consumer behavior

A SYSTEMATIC ANALYSIS OF PREFERENCE CHANGE IN CO-BRANDING

This paper presents current theoretical and empirical findings on consumers� preference change in cobranding. We develop a conceptual model to illustrate attitudinal changes in co-branding based on the findings of previous research. We argue that attitude change is influenced by three important effects, namely the extension effect, the mutual effect and the reciprocal effect. It is shown how the interactions of these effects can be used to systematically explain the rationale behind preference change in co-branding. Our study also takes an initial step toward the understanding of the connection between product/brand evaluation and the success of alliance formation. Finally, we provide suggestions for marketing managers and motivate the need for further research in the field of strategic marketing.co-branding, attitude change, preference change, consumer behavior versus detection.

Co-branding partner selection: The importance of belief revision

This paper applies the stereotype change theory to help bridge a major literature gap on co-branding partner selection: why both identical and highly different brand pairs often fail. We argue that, given that a primary goal of establishing a co-branding alliance is to positively revise consumers’ beliefs about important attributes of the allying brands, the case of no belief-revision can lead to a failure of the alliance. We show that both an identical and a highly incongruent partnership in terms of attribute-level difference can fail due to the lack of belief-revision. We report that a moderately incongruent brand pair is a promising decision on co-branding partner selection. In doing so, our research contributes to the explanation of why the two “extreme” types of co-branding alliances may fail from the perspective of consumer evaluation. For brand managers, we offer a normative guideline for co-branding partner selection

The Intermediary as an Institutional Entrepreneur: Institutional Change and Stability in Triple-Helix-Cooperation

Poppen F, Decker R. The Intermediary as an Institutional Entrepreneur: Institutional Change and Stability in Triple-Helix-Cooperation. Triple Helix. 2018;5: 9.This paper aims to illustrate how the triple-helix concept can be implemented on a city level by establishing an intermediary among the scientific, economic, and public administration spheres and civil society. By using the example of Bielefeld 2000plus, an initiative founded for this particular purpose, this paper shows that in today’s knowledge society, certain inter-organizational conflicts and challenges regarding cooperation may arise that an intermediary actor can channel efficiently. Furthermore, Bielefeld 2000plus serves as a prototypical example and is used to derive a theoretical model of such an intermediary actor as both the product of and platform for institutional entrepreneurs who try to elicit institutional change. Drawing on extant literature that examines intermediaries with the triple-helix concept, as well as institutional entrepreneurs, this paper discusses how an intermediary can act as an institutional entrepreneur by adopting a bifunctional framework, with all the advantages and disadvantages that this entails. This framework is condensed into the Bifunctional Intermediary (BFI) Model, which may benefit researchers studying triple-helix processes and practitioners seeking to establish an intermediary

Marketing management for consumer products in the era of the Internet of Things

Decker R, Stummer C. Marketing management for consumer products in the era of the Internet of Things. Advances in Internet of Things. 2017;7(3):47-70.In the Internet of Things (IoT) consumer products like coffee machines and smoke detectors are connected with the Internet, which effectively expands the Internet to the physical world. Such products have the ability to collect and share data from the user’s environment and, thus, their broad emergence will affect well-established concepts presented in the extant marketing literature. In order to provide a distinct contribution, we focus on customer relationship management, product life cycle management, as well as business model development and discuss implications of the enhanced capabilities of IoT products in these fields. By means of an extensive analysis of current developments in theory and practice, we systematically deduce ten research propositions. The paper concludes with a synthesis of findings and an outlook to promising directions for further research in IoT-oriented marketing management

Computergestützte Planspiele als Instrument zur Förderung von Soft Skills bei Studierenden

Computergestützte Planspiele haben sich in den letzten Jahren als fester Bestandteil der betriebswirtschaftlichen Ausbildung an Hochschulen etabliert. Der vorliegende Beitrag befasst sich deshalb mit der Frage der Möglichkeit einer gezielten Förderung von Soft Skills durch den Einsatz solcher Planspiele. Auf Basis einer empirischen Studie wird überprüft, inwieweit sich messbare Soft Skills infolge der Teilnahme von Studierenden an einem Unternehmensplanspiel verändern. Die empirischen Befunde lassen erkennen, dass sich hierdurch zwar durchaus positive Veränderungen erzielen lassen, dies aber keineswegs bei allen Soft Skills der Fall ist. Die teilweise hohen Erwartungen an dieses moderne didaktische Instrument werden zumindest in dieser Hinsicht nicht zwingend erfüllt. 19.10.2012 | Reinhold Decker, Frank Kroll, Dieter Hentschel & Lara Melissa Fortmann (Bielefeld, Paris

Management science in the era of smart consumer products: Challenges and research perspectives

Dawid H, Decker R, Hermann T, et al. Management science in the era of smart consumer products: Challenges and research perspectives. Central European Journal of Operations Research. 2017;25(1):203-230.Smart products not only provide novel functionalities, but also may establish new business models, markets, or distribution channels, strengthen relationships with consumers, and/or add smart remote services. While many technical obstacles of such products have already been overcome, the broad market dissemination of smart products still poses some vital managerial challenges for decision makers. In this paper, we outline the technical potential and future trends of smart consumer products, discuss economic challenges in four scopes, namely, preference-based new product development, market analysis, supply chain design, and industry development, and, in particular, we highlight research perspectives for management science in this promising field

Study of FoxA Pioneer Factor at Silent Genes Reveals Rfx-Repressed Enhancer at Cdx2 and a Potential Indicator of Esophageal Adenocarcinoma Development

Understanding how silent genes can be competent for activation provides insight into development as well as cellular reprogramming and pathogenesis. We performed genomic location analysis of the pioneer transcription factor FoxA in the adult mouse liver and found that about one-third of the FoxA bound sites are near silent genes, including genes without detectable RNA polymerase II. Virtually all of the FoxA-bound silent sites are within conserved sequences, suggesting possible function. Such sites are enriched in motifs for transcriptional repressors, including for Rfx1 and type II nuclear hormone receptors. We found one such target site at a cryptic “shadow” enhancer 7 kilobases (kb) downstream of the Cdx2 gene, where Rfx1 restricts transcriptional activation by FoxA. The Cdx2 shadow enhancer exhibits a subset of regulatory properties of the upstream Cdx2 promoter region. While Cdx2 is ectopically induced in the early metaplastic condition of Barrett's esophagus, its expression is not necessarily present in progressive Barrett's with dysplasia or adenocarcinoma. By contrast, we find that Rfx1 expression in the esophageal epithelium becomes gradually extinguished during progression to cancer, i.e, expression of Rfx1 decreased markedly in dysplasia and adenocarcinoma. We propose that this decreased expression of Rfx1 could be an indicator of progression from Barrett's esophagus to adenocarcinoma and that similar analyses of other transcription factors bound to silent genes can reveal unanticipated regulatory insights into oncogenic progression and cellular reprogramming