Der Einzelhandel in der Bandbreite seiner heutigen Erscheinungsformen hat auf der Angebotsseite sowie auf der Nachfrageseite in den zurückliegenden Jahrzehnten einen gravierenden Wandel vollzogen. Dabei ist eine generalisierende Beurteilung sehr schwierig, liegen doch zwischen SB-Warenhäusern,...

The wine industry considered product quality as key to increasing competitiveness. However, when wines are perceived quality neutral, regardless of other existing differences, consumers will substitute one wine for another exposing producer to intense price competition. To differentiate wines, a...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...