Despite the reunification of Germany more than 15 years ago, substantial differences remain between the regions that once comprised the market-driven West and the socialist, centrally planned East. Although today's Eastern German economy is less competitive than the Western German economy, there...

European beer markets are characterized by major changes that are forcing breweries to redesign their competitive strategies. In this paper, we analyze the changes in the German and Croatian brewing industries by referring to Porter's five forces model and generic strategies framework. The...

In den letzten Jahren wurde in der Marketingforschung und in der Marketingpraxis Customer Engagement (CE) als entscheidender Einflussfaktor für die Kundenloyalität gehandelt. Unternehmen können CE durch Kontaktpunkte und für den Kunden relevante Anreize fördern. Loyalitätsprogramme können...