Purpose - This study investigates whether the influence of selected marketing-mix elements on brand equity differs for different types of brands. The main focus is on price promotions' influence. In addition, the impact of discount-store distribution is explored. Design/methodology/approach -...

Innovative new products and a strong brand are essential assets to sustain and expand a company’s competitive position in the marketplace. Separate research in the innovation and marketing field has found that marketing instruments, such as price promotions, can influence both new product...

D2C offers the chance for traditional manufacturers to gain independence and reduce margin pressure by bypassing retailers. A differentiated assortment and pricing approach is a key lever for mitigating the resulting risk of channel conflicts. Our research helps manufacturers succeed in D2C by...

Purpose - This study investigates whether the influence of selected marketing-mix elements on brand equity differs for different types of brands. The main focus is on price promotions' influence. In addition, the impact of discount-store distribution is explored. Design/methodology/approach -...

Innovative new products and a strong brand are essential assets to sustain and expand a company's competitive position in the marketplace. Separate research in the innovation and marketing field has found that marketing instruments, such as price promotions, can influence both new product...

The proposed literature review looks at the relatively young phenomenon coworking*, its various manifestations and value scenarios from a company’s perspective. It aims at giving an overview of the current research on coworking and in particular of the different disciplines and perspectives...

Weblogs (im Folgenden Blogs) haben in den vergangenen Jahren den Status eines Mainstream-Kommunikationskanals erreicht. Die Internet-Suchmaschine Technorati (2008) gibt im Jahresabschlussbericht 133 Millionen indexierte Blogs an. Allein durch diese, bei Technorati gelisteten, Blogs entstehen...

Global enterprise resource planning (ERP) programmes are usually initiated top‐down, butthe ubiquitous access to company process information leads to the empowerment of trainedemployees at all levels of the company. The success of current global ERP programmes dependson a wide range of...

Measuring organizations’ readiness for collaboration and accordingly knowledge managementhas been a topic for years. With the emergence of Web 2.0 and its new possibilities for moreeffective collaboration, it has become increasingly relevant to determine the maturity of anorganization in...

Introducing electronic collaboration (e-collabora-tion) is not a matter of introducing new software, but it is a matter of introducing new, and if applied correctly, more efficient working processes and methods (i.e., e-collaboration capability). As a first step before intro-ducing a...