Los activos intangibles, especialmente las marcas, son parte fundamental del valor de mercado de las compañías, pues representan su ventaja competitiva; sin embargo, la Contabilidad y las Finanzas se enfrentan ante un reto difícil al momento de valorarlos. Los métodos de medición de...

In this article we provide a seminal academic investigation of mo-bile telephony consumers' perception of the recently introduced costcap tari in comparison to corresponding pay-per-use and atrate call-ing plans. Previous studies have identied several psychological eectsthrough which consumers...

Kaum eine betriebswirtschaftliche Teildisziplin hat sich in den vergangenenJahren ähnlich dynamisch entwickelt wie das Risikomanagement. Heutzutagebeschäftigen sich Unternehmen und Markenführungen intensiv mit Backup-Lösungen, Produkterpressungs- und Produkthaftungsversicherungen...

As mixture regression models increasingly receive attention from both theory and practice, the question of selecting the correct number of segments gains urgency. A misspecification can lead to an under- or oversegmentation, thus resulting in flawed management decisions on customer targeting or...

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...