112 research outputs found

    Die Fliegenpatsche als Instrument des wissenschaftlichen Dialogs : Replik zum Beitrag "Trotz eklatanter Erfolglosigkeit: die Erfolgsfaktorenforschung weiter auf Erfolgskurs" von Alexander Nicolai und Alfred Kieser

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    Nicolai/Kieser (2002) legen einen Aufsatz vor, der eine Reihe von grundlegenden Fragen in einem zentralen Teilgebiet unseres Faches (nämlich der empirischen Erfolgsfaktorenforschung) anreißt. Der vorliegende Beitrag setzt sich mit diesem Aufsatz kritisch auseinander, wobei sowohl dessen erheblichen Probleme aufgezeigt werden als auch eine eigenständige Bewertung der empirischen Erfolgsfaktorenforschung erfolgt

    A De-biased Direct Question Approach to Measuring Consumers' Willingness to Pay

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    Knowledge of consumers' willingness to pay (WTP) is a prerequisite to profitable price-setting. To gauge consumers' WTP, practitioners often rely on a direct single question approach in which consumers are asked to explicitly state their WTP for a product. Despite its popularity among practitioners, this approach has been found to suffer from hypothetical bias. In this paper, we propose a rigorous method that improves the accuracy of the direct single question approach. Specifically, we systematically assess the hypothetical biases associated with the direct single question approach and explore ways to de-bias it. Our results show that by using the de-biasing procedures we propose, we can generate a de-biased direct single question approach that is accu-rate enough to be useful for managerial decision-making. We validate this approach with two studies in this paper.Comment: Market Research, Pricing, Demand Estimation, Direct Estimation, Single Question Approach, Choice Experiments, Willingness to Pay, Hypothetical Bia

    Efficient Consumer Response (ECR) - Erfolg durch Kooperation mit dem Handel

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    Handel und Hersteller über Efficient Consumer Response (ECR) : zwei unterschiedliche Perspektiven

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    Should Marketing be Cross-Functional? : Conceptual Development and International Empirical Evidence

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    While it has frequently been stated that decisions on marketing activities should be made cross-functionally, there is no empirical evidence that shows benefits of performing marketing activities in this way. This paper examines the link between the cross-functional dispersion of influence on marketing activities and performance at the SBU level and considers dynamism of the market which may moderate the strength of this relationship. Using data from a cross-national study in three industry sectors, the authors find that cross-functional dispersion of influence on marketing activities increases the performance of the SBU. They also find that the relationship between the cross-functional dispersion of influence on marketing activities is negatively influenced by dynamism of the market. This research thus provides empirical evidence for the positive performance implications of cross-functional interaction in the context of marketing activities

    Should Marketing be Cross-Functional? : Conceptual Development and International Empirical Evidence

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    While it has frequently been stated that decisions on marketing activities should be made cross-functionally, there is no empirical evidence that shows benefits of performing marketing activities in this way. This paper examines the link between the cross-functional dispersion of influence on marketing activities and performance at the SBU level and considers dynamism of the market which may moderate the strength of this relationship. Using data from a cross-national study in three industry sectors, the authors find that cross-functional dispersion of influence on marketing activities increases the performance of the SBU. They also find that the relationship between the cross-functional dispersion of influence on marketing activities is negatively influenced by dynamism of the market. This research thus provides empirical evidence for the positive performance implications of cross-functional interaction in the context of marketing activities

    Performance impacts of strategic consensus : the role of strategy type and market-related dynamism

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    The authors examine the relationship between consensus on the type of SBU-level strategy among senior marketing and R&D-managers and organizational performance for a sample of 101 US and German SBUs in three industry sectors: consumer packaged goods, electrical equipment and components, and mechanical machinery. Findings indicate that consensus on the type of strategy increases the performance of the SBU in the case of a differentiation strategy while there are no performance impacts in the case of a low cost strategy. The strength of the relationship between consensus on a differentiation strategy and performance is negatively influenced by market-related dynamism

    Implementing an intended brand personality: a dyadic perspective

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    The authors examine the transformation of an intended brand personality (i.e., the way brand management would like consumers to perceive the brand's personality) into a realized brand personality (i.e., the consumer's actual perception of the brand's personality). Drawing on the results of a dyadic empirical cross-industry study of 137 brand managers and 3,048 consumers, the authors show that the singularity of the brand personality profile, the competitive differentiation of the brand, the credibility of brand communication, consumers' depth of product involvement, and consumers' prior brand attitude all affect the degree to which the realized brand personality resembles the intended brand personalit
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