In my thesis, I study three important issues in industrial organization. Chapter 1 studies the impact of vertical integration on innovation in an industry where firms need to undertake risky R&D investments at both production and distribution stages. Vertical integration brings better...

Unter Rückgriff auf die Erkenntnisse der Risikotheorie werden Ansatzpunkte für einen effizienten Einsatz der Instrumente des Direktmarketing in 'non-store'-Kaufsituationen abgeleitet. Zunächst erfolgt eine Charakterisierung des Direktmarketing und eine Darstellung der Risikotheorie als...

Consumers are exposed to rising numbers of ads for which they have falling amounts of time. This poses a serious challenge for advertisers and ad agencies who want to engage consumers with their ads, create positive impressions and build memory for their ads and brands. The bulk of ads in...