High financial risks in production and marketing, the hedonic nature of products, and the global cultural relevance of movies have encouraged a substantial number of researchers to analyze the success drivers of movies. This research provides empirical generalizations in managing the supply and...

Recent studies in marketing suggest that non-financial metrics, such as customer satisfaction and brand value, help explain the variation in the cost of equity and cost of debt. These studies usually focus on only one non-financial metric and one component of capital cost. In this study, we...

Current complex dynamic markets are characterized by numerous brands, each with multiple products and price points, and differentiated on a variety of product attributes plus a large number of new product introductions. This study seeks to analyze dynamic pricing paths in a highly complex...

Optimierte Budgetallokation im Marketing "beyond media" -- Quantitative Berücksichtigung der Langzeitwirkung von Marketingmaßnahmen -- Auf die richtige Balance kommt es an: Image- vs. Performance-Marketing -- Exkurs I: Was passiert beim Abschalten aller Werbung, zum Beispiel in einer...