Sustaining competitive advantage requires continuous innovations. In times of saturated markets, successful new product launches are increasingly challenging. This is evidenced by high failure rates. For example, GfK (2015) reports less than a third of new products survived beyond two years in...

Die Gewinnung der besten Talente erfordert ein effektives Employer Marketing. Der vorliegende Beitrag zeigt anhand einer Studie unter hochqualifizierten Führungskräften in der Pharma-Branche, welche Faktoren für potenzielle Arbeitnehmer bei der Arbeitgeberwahl eine Rolle spielen und im Rahmen...

Any supermarket visit involves a series of consecutive product choices. These various product categories can prime memory associations. This paper studies how exposure to higher (pralines) vs. lower quality (chocolate bars) product categories drives interest and demand for a target chocolate...

In this paper, we argue and empirically show that the use of dialogs in advertisements can increase preference for the advertised brand. Dialogs should both facilitate ad content processing and appeal to consumers' dialogical self, thus enhancing affective brand response. We also show that the...