Department of Marketing (MARKETING/AØ)
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An empirical assessmentSchmidt, Marcus (Frederiksberg, 2013)[More information][Less information]
Abstract: The present study is based on a large scale panel survey and uses the German market for profiling the consumer of ecological margarine. We analyze how this consumer differs from the mainstream consumer. Consumers of ecological margarine are categorized as light- , medium-, heavy-users and loyalists. Also, we explore why some consumers - when being asked - intend to buy ecological margarine but do not purchase the product (and vice versa). A cluster analysis of non-purchasers of ecological margarine shows at least one sizeable cluster of non-purchasers possess views on ecostatements that are more eco-prone than loyal purchasers of eco-margarine. Several other interesting findings are revealed. Implications for promotion of ecological margarine are discussed (not in the present draft but at the conference). URI: http://hdl.handle.net/10398/8721 Files in this item: 1
Marcus_Schmidt.pdf (573.9Kb) -
Kan giver-idealtyper forklare støtte til velgørenhed og understøtte relationsopbygning?Rasmussen, Hans Peter (Frederiksberg, 2013)[More information][Less information]
Abstract: ”Giv-en-ged” er navnet på en kampagne, som Folkekirkens Nødhjælp (FKN) lancerede op mod jul tilbage i 2006. Den er et godt eksempel på, hvordan det at give penge til velgørenhed ikke kun handler om at hjælpe fattige mennesker i nød eller kun om at støtte et godt formål. Kampagnen solgte i 2006 over 50.000 gavekort, og salget via hjemmesiden www.givenged.dk nåede hidtil usete højder herhjemme for onlinehandel. Det medførte blandt andet, at DIBS (online betalingssystem) en enkel dag lukkede ned for salg på hjemmesiden, fordi det høje antal bestillinger blev forvekslet med et hackerangreb, som aktiverede sikkerhedssystem hos DIBS. I alt indbragte kampagnen ti millioner på under en måned, og når man ser bort fra fællesindsamlinger ved tv-shows, er det en af de mest succesfulde indsamlingskampagner herhjemme URI: http://hdl.handle.net/10398/8671 Files in this item: 1
Hans_Peter_Rasmussen.pdf (2.797Mb) -
Lyck, Lise (Frederiksberg, 2012)[More information][Less information]
Abstract: This survey relates to the EU project AGORA 2.0 work package 4 item c) a contest on innovative heritage product ideas among students/universities. The survey should have been carries out by another partner, but it was not done. It was therefore decided on the last meeting and seminar in the AGORA project in Poland in November 2012, which TCM/CBS should undertake the survey and fulfill the AGORA 2.0 requirements. On this background a survey among students of tourism, hospitality and service management at the Copenhagen Business School was carried out. The students include students from many countries, and the studies are taught in English. This publication presents the survey and the results of the survey. URI: http://hdl.handle.net/10398/8712 Files in this item: 1
Lise_Llyck_3.pdf (2.379Mb) -
Tools from the AGORA 2.0 workshopsLyck, Lise (Frederiksberg, 2012)[More information][Less information]
Abstract: In order to develop attractions to promote tourism and use of local nature and culture some in-struments can be useful to apply to achieve a successful development, but how to do it in practice is often the question. What is presented is a design for development. Realization requires in-volvement of decision makers and of economic resources outside the AGORA 2.0 project. In other words, what can be presented are design models for decision making. This booklet is meant to be a help in this process. It is based on the principle “learning by doing” applied to product/service ideas and concepts which the participants in the workshops have elab-orated themselves. These examples have already been discussed and presented for the 22 AGORA 2.0 partners based on a draft version. It is furthermore based on “Baltic transnational learning”, as a result of all participants coming from different Baltic countries and with a variety of ideas rooted in Baltic landscapes and tradi-tions. The knowledge sharing has taken place in workshops in the Baltic Sea Region countries. The work packages in AGORA 2.0 include workshops and development of a network that can connect and link Baltic developers and AGORA 2.0 partners and thereby create a vivid Baltic cul-tural cooperation and development. URI: http://hdl.handle.net/10398/8711 Files in this item: 1
Lise_Llyck_2.pdf (924.5Kb) -
Case analyses, product development and recommendations including the VIPER studyLyck, Lise (Frederiksberg, 2012)[More information][Less information]
Abstract: In this publication SWOT-analyses of each attraction will be followed by an introduction of the history of the different case attractions in the AGORA 2.0 project. After the historic description of each attraction there will be a presentation of the context in which the attraction is situated. There will also be a description of the cliental that visits the attraction. In the last section of each attraction presentation there will be strategic recommendations for how to increase the number of visitors and how to develop a Baltic Sea Region, BSR, tourism product. Furthermore, the transnational products produced in the project will be presented together with the products that are in the pipeline. At the end, the VIPER study that was unfolded during the project period will be examined. The purpose of the historic introduction is to create a platform for a Baltic common values and maybe identity in northern Europe, BSR. By developing this platform for each attraction it will be possible to link the different attractions to a common idea, period, person or time and through this create a common basis for developing transnational tourist attractions in the BSR. Linking the different attractions together will create an opportunity to take advantage of the heritage asset the BSR share but do not currently use for product development and marketing purposes. The physical context, or key influences, of the attraction is the conditions and surroundings such as climate, geography, presence of large towns and airports and so forth. By providing a physical context of the attraction it will be possible to assess the opportunities of the attraction. By doing this, attractions with similar conditions can learn from each other on how to overcome difficulties and how to take advantage of partially or unused opportunities. This also creates an opportunity to continue future cooperation. Two other important factors are language and culture. Language and culture often function as barriers to cooperation because the differences of understanding each other as well as where people come from easily can lead to misunderstandings and difficulties when trying to cooperate. URI: http://hdl.handle.net/10398/8710 Files in this item: 1
Lise_Llyck.pdf (3.374Mb)
