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
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
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
Handel und Hersteller über Efficient Consumer Response (ECR) : zwei unterschiedliche Perspektiven
Should Marketing be Cross-Functional? : Conceptual Development and International Empirical Evidence
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
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
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
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
Global Gold: Panning for Profits in Foreign Markets20004Ruth Stanat. Global Gold: Panning for Profits in Foreign Markets
Interne Ressourcen als Einflussgrößen des internationalen Markenerfolgs: Ressourcenbasierte Betrachtung und empirische Analyse
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