We analyze the marketing strategies of vertically differentiated firms when consumers observe their performance on corporate social responsibility (CSR) and firms simultaneously decide the price, advertising intensity and the investment in CSR. While advertising increases consumers' perception...

The traditional techniques of calculating quantity and price variances for analyzing deviations of realized profit contribution (actual) from the planned profit contribution only offer the benefit of identifying areas where problems may exist, rather than diagnosing the causes of these problems....

Almost all of the results on competitive product positioning derived in respective literature so far are based fimdamentally on the hypothesis that Nash-equilibria are "accurate predictions" of final market configurations. If the positioning behavior of firms differs from this assumed...

Digitalization is a set part of today's society and even luxury brands feel the increasing need of a digital presence. More than half of all consumers of luxury goods buy them online on a regular basis. The luxury fashion brand Chanel still abstains from offering their most important items in...

Markenmanager stehen mehr denn je vor der Herausforderung, starke Marken aufzubauen. Solche differenzieren sich in der Wahrnehmung der Kunden nicht durch funktionale Nutzenversprechen. Vielmehr geht es um emotionale Bindungen zwischen Marke und Konsumenten. Diese entstehen an vielen Stellen der...

Aktuelle Forschungsstudien betrachten im Kontext von Suffizienz und Marketing aktuell vor allem den Einsatz in Unternehmen selbst und weniger die Wirkung von Marketingmaßnahmen auf die Konsumenten. So gibt es etwa erste Studien dazu warum und wie kommerzielles Marketing suffizienzfördernden...