Department of Marketing (MARKETING/AØ) Titler
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Vangkilde, Mads (København, 2004)[Flere oplysninger][Færre oplysninger]
URI: http://hdl.handle.net/10398/6654 Filer i denne post: 1
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Vangkilde, Mads (København, 2004)[Flere oplysninger][Færre oplysninger]
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Haurum, Helle (Frederiksberg, 2017)[Flere oplysninger][Færre oplysninger]
Resume: This thesis discusses customers’ engagement behaviors (CEB) in the context of continuous service relationships (telecommunication provider and financial services’ provider). CEB manifestations are agreed in literature and in business to be a potential source of value for the firm and valuable contributions have been made, mainly focusing at antecedents for CEB, the various CEB behaviors and consequences of CEB. Extant literature adopts mainly a firm-centric perspective and tends to be conceptual. This research adopts a customer-centric perspective. The methodology is qualitative and is performed via semi-structured in-depth interviews with individuals resulting in 40 touchpoint histories about their service relationships with their telecommunication provider and financial services provider. Furthermore, are qualitative data collected at the telecommunication firm, in terms of interviews with employees and participant observations at touch-points. CEB are definitely found to be potential sources for value-creation for the firm. CEB can however at times destroy value or cause lost CEB value (when CEB initiatives by the firm are not returned). From the perspective of customers are CEB manifestations part of their everyday Life. Customers manifest CEB to obtain a certain goal, sometimes targeted the firm, and sometimes targeted a group external to the firm. Customers manifest CEB by adopting a certain interaction style to facilitate goal achievement, and the way customers manifest CEB are sometimes inconsistent and follows not necessarily pre-figured sequences. Customers’ CEB manifestations co-exist with the experiences customers have in their service relationships. CEB is sometimes manifested by customers to re-experience, reinforce or challenge what the customer is currently / has been experiencing. CEB is as well sometimes embedded in the service relationship to a degree, where customers’ experiences and CEB become deeply intertwined or even become one and same construct, and sometimes is a CEB manifestation a consequence of a certain customer experience. CEB has changed the service relationship, and some of the recognized cornerstones in what constitutes a service relationship are challenged. This thesis suggests that CEB manifestations turn the service relationship into a plethora of (service) events of sometimes conflicting valence, which might disrupt the value creation process intended by the firm. This might be the reality of ‘the new service relationship’. These obvious managerial challenges are best solved by the firm, when the firm adopts a customer-centric approach and understands which situation(s) their customers are most frequently in (revolving around the firm). The firm should investigate which touch-points are relevant contingent the customer situation and finally how the touch-points could be best possible organized to stimulate for favorable CEB. This novel managerial concept is labeled ‘customer arenas’. URI: http://hdl.handle.net/10398/9583 Filer i denne post: 1
Helle Haurum.pdf (4.098Mb) -
Grønholdt, Lars; Martensen, Anne; Jørgensen, Stig; Jensen, Peter (Frederiksberg, 2014)[Flere oplysninger][Færre oplysninger]
Resume: Purpose – The purpose of this paper is to examine how essential dimensions of customer experience management (CEM) drive business performance in Danish companies. Methodology/approach – An empirical study is conducted to investigate the relationships between seven CEM dimensions, differentiation, market performance and financial performance. The conceptual model is operationalized by a structural equation model, and the model is estimated and tested by using the partial least squares method. A survey among 484 companies in Denmark forms the empirical basis for the study. Findings – The findings provide evidence that the seven CEM dimensions influence financial performance. The high performing companies differentiate significantly from the low performing companies with regard to how they master CEM. All seven CEM dimensions are essential in producing differentiation, market performance and financial performance. Research limitations – This study is limited to the seven identified CEM dimensions in Danish companies. Practical implications – This study has clear implications in terms of identifying and measuring the importance of essential CEM dimensions which influence business performance. The results can help companies to understand CEM and develop CEM strategies. Originality/value – The paper provides a deeper insight into CEM and how CEM works. URI: http://hdl.handle.net/10398/8986 Filer i denne post: 1
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Hansen, Flemming; Nielsen, Carsten (København, 2004)[Flere oplysninger][Færre oplysninger]
Resume: The paper describes Danish 5-18 year olds children’s situation in year 2000 based on TNSGallup’s quantitative annual children- and youth index. The focus is on the following topics: Children’s economy and saving ability, children and the emerging electronic world, brand awareness, transaction knowledge and shopping, media use and, interest and activities. Keywords Children’s consumption, children’s money spending, children’s purchasing, children’s interest and activities URI: http://hdl.handle.net/10398/6655 Filer i denne post: 1
3_2004 .pdf (213.7Kb) -
resume af resultater fra surveys og dybdeinterviewsKornum, Niels (København, 2003)[Flere oplysninger][Færre oplysninger]
Resume: Forbrugernes ønsker ikke at ændre deres indkøbsvaner for at handle dagligvarer via nettet, men de, der har prøvet at e-handle er mere positive overfor at handle over nettet og finder det mindre risikofyldt sammenlignet med de, der ikke har prøvet at handle dagligvarer over nettet. Dette betyder, at det er vigtigt at få forbrugerne til at prøve ordningerne f.eks. via tilbud og/eller forskellige medlemsfordele for at motivere dem til at indgå i ordningen. Det viser to nye undersøgelser gennemført af forskere fra Institut for Afsætningsøkonomi, Handelshøjskolen i København i samarbejde med forskere fra Lunds Universitet, Avdelingen for Forpackningslogistik. Undersøgelsen er en del af Ebizz Øresund, der er samfinansieret af det svenske Vinnova og det danske ministerium for Videnskab, Teknologi og Udvikling. Forbrugerne angiver som de to vigtigste fordele ved e-handel, at de dels sparer meget tid, dels at de bliver mindre afhængige af butikkernes åbningstider. De vigtigste ulemper set fra forbrugerside er dels at online handel er mindre spændende end køb i supermarkedet, dels at der er begrænset adgang til at se og føle på varerne før køb i online butikken. Det er dog forbrugere, der ikke har handlet på nettet, der mest markant har denne holdning. Firs procent af forbrugerne ønsker kun at betale et gebyr på maksimalt 60 kr. for at få leveret dagligvarerne til døren og 38 procent ønsker endda kun at betale maksimalt 20 kr.. Èn mulig vej for at få kickstartet e-handel med dagligvarer kunne være at forbrugerne slipper for at betale gebyr, når de køber over et vist beløb, f.eks. 800 kr. pr. køb. Men forbrugerne ønsker gratis levering allerede ved et indkøbsbeløb på 200 - 600 kr. pr. gang. Erfaring med e-handel med dagligvarer forøger ikke forbrugerens vilje til købe stort. De små købsbeløb skyldes sandsynligvis, at mange forbrugere lader sig inspirere i butikken, angående hvilke varer de skal købe til dagens aftensmad, især for frugt & grønt og ferske kødvarer og frisk fisk. De planlægger med andre ord ikke hele deres dagligvareindkøb i forvejen og vil antage ligt være tilbageholdende med at foretage hele deres dagligvareindkøb online. En medvirkende årsag kan dog desuden være, at mange forbrugere ikke har tilstrækkeligt med informationer til at kunne skønne omfanget af de omkostninger, som må bæres af online leverandøren i forbindelse med pakning, distribution mv. af dagligvarerne. Undersøgelsen viser, at et klart og gennemtænkt brand for hele e-handels butikken er vigtigt. Ikke bare en kopi af den eksisterende butikker. Set i dette lys kunne en fremtid for e-handel med dagligvarer være at støtte forbrugernes planlægning af måltiderne, f.eks. faste ugentlige måltidspakker med alle ingredienser vedlagt og med f.eks. én gratis ugentlig levering ved køb over et bestemt beløb. Virksomheden kan beregne sig frem til hvilket max. indkøbsbeløb pr. køb, der skal til, for at den tjener penge på at sælge. Gebyrfri levering af dagligvarer har vist sig vigtig for at få gang i den hendøende e- handel. Hvis forbrugerne ønsker en bedre service, bør det også være muligt, men så skal gebyret kunne dække de faktiske omkostninger ved pakning, levering, administration, m.v. URI: http://hdl.handle.net/10398/6649 Filer i denne post: 1
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Jensen, Jesper Bo; Østergaard Jacobsen, Per; Daugaard, Christian (Frederiksberg, 2013)[Flere oplysninger][Færre oplysninger]
Resume: Der synes at være en regulær støjmur i det offentlige rum, som kommer til udtryk gennem øget kommunikation og markedsføring for at få ”taletid” hos forbrugerne. Forbrugerne udvikler som en reaktion på dette en stigende reklamelede og opbygger et ”teflon” lag, der gør at kommunikations- og marketingbudskaber har vanskeligt ved at bide sig fast i forbrugernes bevidsthed. Resultatet er, at det er blevet vanskeligere og dyrere at få taletid hos forbrugeren, og samtidig opleves en faldende virkningsgrad af indsatsen. Denne analyse ønsker at belyse de udfordringer og mulighed dette giver i relation til velgørenhed. Men lad os først starte med at definere begrebet ”velgørenhed”, så vi alle taler samme sprog. URI: http://hdl.handle.net/10398/8823 Filer i denne post: 1
Oestergaard_1.pdf (2.340Mb) -
Analyse om brugere af eTilbudsavisØstergaard Jacobsen, Per; Bjerre, Mogens (Frederiksberg, 2013)[Flere oplysninger][Færre oplysninger]
Resume: Analysen er udarbejdet i samarbejde med eTilbudsavis, der venligt har stilet deres database til rådighed for os. Denne analyse er et supplement til tidligere analyser, “Effekter & virkningsgrader af markedsføring – Case studie af tilbudsaviser i detailhandlen”1, januar 2012, samt ”Har tilbudsaviserne en fremtid?” 2, januar 2013 Analysen er gennemført i perioden 22. januar til 4. februar 2013 som et webbaseret survey i samarbejde med Efficiens, der har foretaget dataindsamling. URI: http://hdl.handle.net/10398/8852 Filer i denne post: 1
Oestergaard_2.pdf (2.365Mb) -
Kock, Florian; Zenker, S.; Josiassen, A. (Frederiksberg, 2017)[Flere oplysninger][Færre oplysninger]
Resume: Traditionally, tourists spend their holidays in tourist spaces that provide the needed infrastructure for their experiences (i.e., hotels, restaurants, sight-seeing spots). However, nowadays tourists often occupy more residential space than in the past; this development is fuelled at least by two important trends in tourism. First, destination marketing organizations (DMO’s) increasingly seek to intertwine tourists‘ paths with local neighbourhood in order to create perceived tourist authenticity (e.g. the ‘localhood’ strategy of various city tourism organizations; Wonderful Copenhagen, 2017). Second, shared economy offerings, such as Airbnb, create tourist spaces in residential areas (Gutierrez et al., 2017). Both developments result in the integration of tourists into the residents’ living sphere, and anecdotal evidence indicates that this does not come without fraction between residents and tourists (e.g., Andereck et al., 2005; Gutierrez et al., 2017; Yang et al., 2013). URI: http://hdl.handle.net/10398/9589 Filer i denne post: 1
Iceland conference abstract_final.pdf (126.0Kb) -
An empirical assessmentSchmidt, Marcus (Frederiksberg, 2013)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
Marcus_Schmidt.pdf (573.9Kb) -
[Flere oplysninger][Færre oplysninger]
Resume: The self-generated validity theory (Feldman and Lynch 1988) uses the following arguments: First, re-existing intentions may become more accessible in memory when the researcher asks the question. The measurement process thereby leads survey respondents to form judgments that they otherwise would not access in their memory or that they otherwise would not form. Second, higher relative accessibility of intentions, compared with other inputs for purchase decisions may make subsequent purchase behavior more consistent with prior intentions. A couple of studies provide support of the self-generated validity theory for public opinion (Simmons, Bickart, and Lynch 1993) and marketing research (Fitzsimons and Morwitz 1996; Morwitz and Fitzsimons 2004; Morwitz, Johnson, and Schmittlein 1993). While the self-generated validity theory may apply for high involvement products it does not seem to affect moderate and low involvement product categories. URI: http://hdl.handle.net/10398/8967 Filer i denne post: 1
Schmidt.pdf (236.0Kb) -
Kristensen, Tore; Gabrielsen, Gorm (Frederiksberg, 2016)[Flere oplysninger][Færre oplysninger]
Resume: Qualitative studies are associated with interviews, focus groups and observations. We introduce experiments as a way of dealing with such studies. In contrast to the common focus on how many respondents choose a particular behaviour we focus on how much a design affect the individual. This is often concerned with analysing the effect of a design. The approach is bottom up, in that the inferences are concerned with each individual. This enables us to look at the variation between people. We consider the common preference profile, defined as that part of the individual preference profiles which is shared by all individuals. A variation seen by the individual means that the message is received with its complexity and meaningfulness, while a big ideosyncratic variations means people understand different things and a Babylonian confusion is the outcome. Findings may be generalized after the effect has been measured at an individual level. URI: http://hdl.handle.net/10398/9309 Filer i denne post: 1
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Cross Functional Integration in the Process of Product InnovationBaunsgaard, Vibeke Vad (Frederiksberg, 2011)[Flere oplysninger][Færre oplysninger]
Resume: Integration across departments, functions, and knowledge areas is important for success in the process of product innovation. Research of organizations, whether private or public, demonstrates, however, that cross functional integration is difficult to achieve in praxis. This problem area: Why is cross functional integration – in SMEs – in the process of product innovation so difficult in praxis? – sets up the foundation for this PhD. By focusing on cross functional integration in small- to medium-sized enterprises (SMEs) and by utilizing a qualitative research design in studies of the micro politics of cross functional integration, the PhD makes a novel contribution within an area of research largely overlooked by previous literatures.... URI: http://hdl.handle.net/10398/8325 Filer i denne post: 1
Vibeke_Vad_Baunsgaard_Summary.pdf (891.8Kb) -
Barriers and Motivators of Online Grocery Shopping in DenmarkFriese, Susanne; Bjerre, Mogens; Hansen, Torben; Kornum, Niels; Sestoft, Christine (København, 2003)[Flere oplysninger][Færre oplysninger]
Resume: I dette working paper præsenteres og diskuteres et e-læringskoncept: Pædagogisk Selvtræning. Først vises den medietekniske udformning. Dernæst præsenteres et læringsteoretisk grundlag for konceptet ud fra K. Illeris, 2001. Det starter ud fra de læringsprocesser (kognitive, psykodynamiske og sociale), som foregår i brugere af konceptet, lærere så vel som studerende. Ud fra denne model diskuteres, hvordan denne viden kan være vejledende for lærerens resp. den studerendes direkte aktivitet i klasselokalet. Problemet for brugeren (en lærer eller en student) er dels at diagnosticere situationen på holdet, ved eksamen e.l. og dels at finde/vælge en reaktionsmåde, der er relevant hertil. Det er disse kompetencer, Pædagogisk Selvtræning søger at udvikle. Til sidst diskuteres, hvordan Pædagogisk Selvtræning kan videreudvikles og indplaceres ift. andre, fx IT-baserede undervisningsformer. URI: http://hdl.handle.net/10398/6647 Filer i denne post: 1
e-bizz oeresunds report.pdf (1.165Mb) -
Findings from a Service IndustryMartensen, Anne; Grønholdt, Lars (Frederiksberg, 2015)[Flere oplysninger][Færre oplysninger]
URI: http://hdl.handle.net/10398/9199 Filer i denne post: 1
Martensen et al_QMOD-ICQSS 2015.pdf (971.9Kb) -
The International IPSERA Workshop on Customer Attractiveness, Supplier Satisfaction and Customer Value. 25-26 November 2010Ellegaard, Chris; Freytag, Per V. (Frederiksberg, 2010)[Flere oplysninger][Færre oplysninger]
Resume: Reports on supply chain management (SCM) failure are becoming more frequent in the SCM literature, despite widespread recognition of the business potential associated with such optimizations of operational buyer-supplier interfaces. Some failures can be ascribed to imbalances in the net benefits realized by the buying and supplying company implementing SCM. Failed SCM initiatives hurt the buying company’s customer attractiveness and limit opportunities for long term value creation with suppliers. Hence, an important task for the buying company is the management of SCM initiatives in a way that benefits both parties. However, SCM costs and benefits often materialise as the result of complex interactive processes between buyer and supplier actors, which makes SCM a challenging management task. To increase the understanding of these complex processes, this study identifies the various types of supplier costs and benefits resulting from the failed VMI initiative of a multinational company. While the benefits from this case turn out to be few, the costs appear in large variety and scale. More importantly, we uncover the underlying mechanisms generating these costs, thereby enabling managers to identify and avoid the costs. Based on the findings, we propose pre-project classification of supplier VMI readiness to allow more beneficial implementation as a key managerial implication. URI: http://hdl.handle.net/10398/8229 Filer i denne post: 1
CEPFpaperAttrWorkshopNov2010.pdf (292.5Kb) -
Dansk dagligvarehandel 2003-2013Østergaard Jacobsen, Per; Bjerre, Mogens (Frederiksberg, 2015)[Flere oplysninger][Færre oplysninger]
Resume: Detailhandlen er i gang med en lang og hård forandringsfase med strukturudvikling og forbruger-forandringer. Det har ført til lukninger og åbninger af mange butikker og butikskoncepterne er under forandring. De eksisterende koncepter udfordres mere og mere. Detailhandlerne oplever, at der er knaphed på kunder og at finanskrisen har givet større fokus på likviditet som kan opleves som knaphed på kapital. Det er en stadig større kamp om forbrugernes rådighedsbeløb. Dette har også medført til en mere kortsigtet adfærd for en lang række kæder – hvilket fremgår af stadigt hyppigere og stadigt mere omfattende prisnedsættelser som fx ”momsfri uge”, ”nu 20 % på alt i butikken” m.fl. Samtidig oplever forbrugerne højere priser på dagligvarer i Danmark end i andre lande1. De danske dagligvarepriser er da også blandt de højeste i EU, men overgås dog af Norge og Schweiz. Priserne i Danmark ligger ca. 40% højere end i 27 sammenlignelige EU lande (EU27). URI: http://hdl.handle.net/10398/9124 Filer i denne post: 1
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Casestudie af tilbudsaviser i detailhandlenØstergaard Jacobsen, Per; Varnes, Claus (Frederiksberg, 2012)[Flere oplysninger][Færre oplysninger]
Resume: Vores fokus med denne analyse har været at beskrive virkningsgraden af markedsføringsindsatsen i detailhandlen, primært tilbudsaviserne, ved at se på konverteringerne fra kendskab til køb. Institut for Produktion og Erhvervøkonomi (PEØ) har siden 2005 gennemført konferrencer og analyser om virkningsgrader og effekt af marketing. Da vi simultant har konstateret en nærmest eksplosiv vækst i marketingindsatsen, er vores interesse for en nærmere undersøgelse blever skærpet. Dette er interessent i relation til netop effekt og virkningsgrader, da netop dagligvarehandlen udgør ca. 15 % af privatforbruget og dermed fylder meget i vores hverdag. Der er i de seneste år gennemført en lang række analyser og undersøgelser, der enten taler for eller imod anvendelse af tilbudsaviser. Senest har regeringen indført en ny afgift på tilbudsaviser, der træder i kraft i 2013, og i regeringsgrundlaget står der, at man ønsker at indføre en ”Ja Tak” ordning til afløsning af den nuværende ”Nej Tak” ordning. Den grafiske branche har gennemføret en række analyser, forskellige reklame- og medie-bureauer har produceret en del analyser, distributørerne (Post Danmark og Forbruger Kontakt) har her i efteråret gennemført en fælles analyse. Konkurrence- og Forbrugerstyrelsen har ligeledes gennemføret en omfattende analyse om dagligvaremarkedet i sommeren 2011. Vi har ingen interesser eller politiske tilknytninger i relation til branchen eller dens organisationer. Vi ønsker udelukkende at forholde os til økonomisk relaterede observationer, effekten og sammenhængen mellem disse elementer. Altså virkningsgraden af reklamen. Vi vil med denne økonomiske analyse forsøge at forholde os til virkningsgraden af marketingindsatsen i detailhandlen gennem de seneste 5 år. Siden John Wanamaker i tidernes morgen udtalte; "I know half of my advertising is wasted. I just don’t know which half” har der været fokus på virkningsgraden af markedsføring. Særligt har der i de seneste år været et stigende ønske om at se på effekten af marketingindsatsen. URI: http://hdl.handle.net/10398/8424 Filer i denne post: 1
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Percy, Larry; Hansen, Flemming; Randrup, Rolf (København, 2004)[Flere oplysninger][Færre oplysninger]
URI: http://hdl.handle.net/10398/6660 Filer i denne post: 1
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Olsen, Jørgen Kai (København, 2004)[Flere oplysninger][Færre oplysninger]
URI: http://hdl.handle.net/10398/6645 Filer i denne post: 1