Genaue Prognosen von Absatzmöglichkeiten und Marktpotenzialen für Innovationen können heute ein entscheidender Faktor sein, um sich auf dem Markt zu behaupten. Ein verspäteter Markteintritt kann gravierende Auswirkungen auf den Umsatz und somit auf den Erfolg des Unternehmens haben. Dieser...

Global agierende Publikumsgesellschaften werden zunehmend mit dem spezifischen Verhalten einer kulturell diversen Investorenöffentlichkeit konfrontiert. Vor diesem Hintergrund werden in vorliegender Publikation entsprechende Hypothesen in Bezug auf ausgewählte kulturell bedingte Probleme an...

For the past decade, customer relationship management (CRM) has been one of the priorities in marketing research and practice. However, many of the CRM systems did not perform as the companies expected. As such shortcoming could be due to inappropriate data input, this study provides a...

This paper shows that the correlation between the Net Promoter Score and consumers' Willingness To Pay in five European mobile markets is very strong. The Net Promoter Score is provided by a survey and the Willingness To Pay is calculated using the Spokes Model which is an economic model based...

We study the equilibrium effects of mergers between firms with brand portfolios and brand loyal customers for pricing and profitability. We find that the merger paradox (Salant, Switzer and Reynolds 1983) is absent in these markets. The acquisition of brand portfolios can be profit enhancing for...

Among the determining factors in export activity, many studies have high- lighted the relevance of the marketing mix. Generally, the majority of them use a variables analysis to focus on specific strategies, in particular, standardized-adaptations. This paper analyzes if there is an interactive...

Pay What You Want (PWYW) and Name Your Own Price (NYOP) are customerdriven pricing mechanisms that give customers (some) pricing power. Both have been used in service industries with high fixed capacity costs in order to appeal to additional customers by reducing prices without setting a...

Crowdfunding challenges the traditional separation between finance and marketing. It creates economic value by reducing demand uncertainty, which enables a better screening of positive NPV projects. Entrepreneurial moral hazard threatens this effect. Using mechanism design, mechanisms are...

Forschungsgegenstand des Projekts sind so genannte Kundenerfahrungen. Ziel des Projekts war es aus einer Perspektive des Marketing Verständnis darüber zu erlangen, wie Erfahrungen von Kunden beim Konsum von Produkten oder Dienstleistungen sowie aus der Interaktion mit einem konkreten Anbieter...

Macroeconomists have traditionally ignored the behavior of temporary price markdowns ("sales") by retailers. Although sales are common in the micro price data, they are assumed to be unrelated to macroeconomic phenomena and generally filtered out. We challenge this view. First, using the 1996 -...