Browsing Department of Marketing (MARKETING/AØ) by Title
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Casestudie af tilbudsaviser i detailhandlenØstergaard Jacobsen, Per; Varnes, Claus (Frederiksberg, 2012)[More information][Less information]
Abstract: 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 Files in this item: 1
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Percy, Larry; Hansen, Flemming; Randrup, Rolf (København, 2004)[More information][Less information]
URI: http://hdl.handle.net/10398/6660 Files in this item: 1
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Olsen, Jørgen Kai (København, 2004)[More information][Less information]
URI: http://hdl.handle.net/10398/6645 Files in this item: 1
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Olsen, Jørgen Kai (København, 2005)[More information][Less information]
Abstract: Mange kortvarige forbrugsgoder har den egenskab, at de ikke nødvendigvis forbruges i den periode, hvor de købes, fordi det er muligt for forbrugeren at lægge dem på lager til senere brug. Dette gælder fx for varer som kaffe, te, øl, spiritus, læskedrikke, sæbe, vaskepulver, hårshampoo, tandpasta, papirvarer og konserves. For denne type varer er det klart, at den aktuelle størrelse af forbrugerens lager (dvs. beholdning af varen) som hovedregel vil spille en afgørende rolle for hans købs- og brugsadfærd i en given periode. Dette forhold kommer eksempelvis implicit til udtryk, når man i kvantitative modeller for en virksomheds afsætning og/eller markedsandel finder en signifikant effekt ikke kun af den aktuelle pris for varen, men også af prisen for varen i én eller flere tidligere perioder. Se fx Birch, Olsen og Tjur (2005). En sådan effekt er imidlertid kun en indirekte effekt. Den direkte determinant for forbrugerens købs- og brugsadfærd er ikke prisen for varen i en tidligere periode (som man jo ikke kan købe ind til mere i den aktuelle periode), men derimod størrelsen af forbrugerens lager af varen på det tidspunkt, hvor købet og forbruget realiseres. Men det er klart, at størrelsen af det aktuelle lager vil være bestemt af prisen for varen i én eller flere tidligere perioder. Endvidere er det klart, at prisen for varen - ikke kun i én forudgående periode, men i en lang række forudgående perioder - vil være en indikator for, om prisen for varen i den aktuelle periode er høj eller lav. Det sidstnævnte forhold vil vi dog se bort fra i det følgende. Problemstillingen i denne artikel er herefter at opstille en model for forbrugerens købs- og brugsadfærd for et kortvarigt forbrugsgode, hvor den aktuelle størrelse af forbrugerens lager af varen gøres til direkte determinant for hans adfærd. Foruden størrelsen af det aktuelle lager af varen vil vi inddrage den aktuelle pris for varen som determinant for forbrugerens købsadfærd. Når vi kun inddrager denne ene beslutningsvariabel i modellen, skyldes det alene ønsket om at simplificere fremstillingen. Modellen opbygges nemlig således, at den umiddelbart vil kunne generaliseres, ved at der inddrages yderligere forklarende variable for købs- og brugsadfærden i den, fx virksomhedens salgsindsats og konkurrenternes pris og salgsindsats. En tilsvarende problemstilling har hyppigt været behandlet i den afsætningsøkonomiske litteratur. Se fx Jain and Vilcassim (1991) for en grundig litteraturgennemgang og modelsammenligning. Men de benyttede modeller har et noget andet udgangspunkt end vort. Dels fordi modellerne er modeller for ventetiden mellem to på hinanden følgende køb af varen. Eksempelvis eksponentialfordelingen og den negative binomialfordeling (Ehrenberg (1959)), Erlangfordelingen (Herniter(1971), Zufryden (1978), Jeuland, Bass and Wright (1980) og Gupta (1988)) og Cox’s hazard model (Jain and Vilcassim (1991)). Dels fordi det aktuelle lager af varen kun indgår indirekte i modelkonstruktionen via størrelsen af det købte kvantum ved forrige køb. Den model, vi vil opstille i det følgende, er i modsætning til ovennævnte modeller en model for antal købte enheder af varen i en given periode, hvor størrelsen af det aktuelle lager af varen indgår eksplicit i modelkonstruktionen. Fordelen ved denne modelformulering er, at man får mulighed for at bestemme sandsynlighedsfordelingen for størrelsen af forbrugernes lager af varen på et givet tidspunkt. URI: http://hdl.handle.net/10398/6652 Files in this item: 1
rp 2005-002 kai olsen.pdf (236.5Kb) -
A Methodical Inquiry Into Practice and TheoryKahle, Lynn (Frederiksberg, 2012)[More information][Less information]
Abstract: The subject of this thesis is the experiential discourse in marketing: how experience is researched by scholars as well as understood and delivered by practitioners. While experience-based approaches have been accepted and implemented by consultants, scholars have yet to comprehensively embrace experience as an academically robust concept (Holbrook, 2007; Palmer, 2010). An experiential perspective seeks to delve deeper into cognitive and emotional levels concerning consumption (Holbrook & Hirschman, 1982). In order to gain insight into the intricacies of experience, a large data set consisting of conference speeches and interviews was qualitatively analyzed, applying content analysis (Kassarjian, 1977). The findings reveal that there are many lessons to be learned about how practitioners design and deliver experiential offers. Compared to the cases often cited as part of the experience economy, which are typically manifested in retail environments, consumer products and staged events, the findings reveal a more nuanced discourse and a broader range of experience offerings representing many industries, including: hospitality, software, documentary film making, science, gaming, banking, and environmental design. The data shed light on several aspects worthy of further research. How an experience adds value, supports values, and is meaningful to the user is crucial. Understanding a user’s goals is important in order to be able to design appropriate interaction touch points yet allow fluid engagement. In addition to shaping experience environments, whether physical or virtual, the findings reveal that practitioners exhibit an astute sensitivity to context and process. Moreover they are concerned with affording “flow,” meaning optimal experiences (Csikszentmihalyi, 2003): not only for users but also for themselves. The focus on purposeful activity and change suggests that experience is part of an innovation discourse, potentially creating better offers and relationships. This resonates with academic and business communities alike. URI: http://hdl.handle.net/10398/8408 Files in this item: 1
Lynn_Kahle.pdf (3.485Mb) -
Sestoft, Christine (Frederiksberg, 2009)[More information][Less information]
Abstract: E-business is marching on in several markets, but not in one important one: the grocery market. The lesson learned in the last ten, fifteen years, from brick-and-mortar supermarkets going online, is, that it is very difficult to profit from digitalizing the daily buying of groceries. All consumption research shows that online grocery business still has a lot of functional, e.g. technical and sensory, disadvantages to offline ditto. Apparently it is not much easier to plan, choose and buy groceries online than in the traditional retailer/supermarket. Some of the relative few experienced grocery consumers supports the theory that one may save some time and effort getting ones groceries packed and delivered, but to the majority this is obviously just not good enough, especially when accounting the delivery fee. However, the functional disadvantage explanation cannot stand alone as an answer to why online grocery business is not more of a success - and it may even be overrated. New sales channels have always had the "disadvantage" of not functioning like/as good as the old ones. To me, another interesting issue to the subject seems to be about consumer values and how their practising is not supported in this new sales channel.... URI: http://hdl.handle.net/10398/7737 Files in this item: 1
Christine_sestoft.pdf (1.323Mb) -
En indsigt i hyggefænomenet og de relaterede fødevarepraksisserBoye, Heidi (Frederiksberg, 2010)[More information][Less information]
Abstract: A lot of attention has been given to health-related issues worldwide, especially since the World Health Organisation declared obesity epidemic in many countries. Overweight and obesity impose a serious threat to economic welfare and the health and quality of life of the individual consumer (Indenrigs- og Sundhedsministeriet, 2007). Paradoxically in continuation of the increased overweight, obesity and nutrition-related diseases research stresses there is an escalating concern about health issues such as eating and living healthy (ATV, 2007; Nordic Plan of Action, 2006). However consumers find many different obstacles to integrating healthy food products in their daily lives, including the compelling need for hedonic food consumption which often involves less healthy or unhealthy food (Luomala et al., 2004, 2006). Hedonic food consumption is often associated with social gatherings and „hygge42‟, where everyday „health-rules‟ are replaced with unrestricted „pleasure-rules‟...... URI: http://hdl.handle.net/10398/8050 Files in this item: 1
Heidi_Boye.pdf (1.955Mb) -
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) -
Do homogeneous brand associations benefit the brand?Koll, Oliver; von Wallpach, Sylvia; Platzgummer, Sophia (Frederiksberg, 2012)[More information][Less information]
Abstract: Brand associations have been linked to brand response in numerous ways. Much research has focused on the number, valence and uniqueness of brand associations. This paper focuses on another association facet which managerially-oriented brand literature frequently highlights as a sign of brand strength: Brand consensus, that is, the degree to which people elicit the same associations when confronted with a brand. We introduce two meaningful operationalizations of consensus (group- and individual-level) and discuss and test the link between consensus and brand response. Our results, which are based on a large-scale study for an international luxury brand, show that for individual consumers high levels of brand consensus tend to foster positive brand response whereas for a group as a whole too much brand consensus tends to be detrimental. URI: http://hdl.handle.net/10398/8682 Files in this item: 1
Wallpach_2012_1.pdf (57.73Kb) -
Cumberland, Flemming (København, 2005)[More information][Less information]
Abstract: Udgangspunktet for dette working paper vil være en række teoriområder, som er valgt ud fra den opfattelse, at de er centrale repræsentanter for udviklingen indenfor det erhvervsøkonomiske genstandsområde – med såvel aktuel som potentiel værdi for overvejelser og beslutninger vedrørende indtrængning på internationale markeder. Udviklingen i de udvalgte teoriområder vil have form af en kronologisk redegørelse, hvor der fokuseres på deres forudsætninger, indhold og anvendelse samt potentielle relevans og betydning for indtrængningsproblematikken. Dette giver mulighed for at arbejde med teorierne på metaplan samtidigt med, at forskningen kan vurderes i forhold til K.B. Madsens almene metateori, Karl Poppers falsifikationsprincip, Imre Lakatos’ forskningsprogrammer samt Thomas Kuhns paradigme-begreb. URI: http://hdl.handle.net/10398/6661 Files in this item: 1
working paper 2005-001.pdf (424.6Kb) -
Teilmann, Kasper Aalling (Frederiksberg, 2012)[More information][Less information]
Abstract: The dissertation ‘Interactive Approaches to Rural Development’ gives new theoretical and empirical knowledge in the collaboration on development of rural areas and landscapes. From a perspective about the development and the challenges faced, the study analyses which functions that are demanded by the rural areas. Furthermore, the study makes an analysis of the collaboration in an EU financed rural development association; the Local Action Group (LAG). The overall objective is to: Analyse and discuss approaches to rural development under Danish conditions. The dissertation is cantered around three papers introduced with a frame that contributes to the overall objective. With point of departure in the changes that have structured the Danish landscape, the first paper analyses and discusses how the Danish planning system can be optimized to plan for a multifunctional landscape. Paper two and three builds on the EU rural development policy LEADER that through local project based development supports new income opportunities for the local inhabitants. Collaboration on the rural development is a subject that requires an interdisciplinary analytical approach. The dissertation therefore builds on different theories and both qualitative and quantitative analytical methods. The theoretical foundation draws on generic network theory and various applications of this. This is conducted by inclusion of ideas from interorganisational interaction in an analysis of the collaboration between municipality and a locally anchored development association. In addition the theory of social capital is applied to analyse whether the partnership formation and collaboration has supported the development of the local area. Furthermore, the concept of multifunctionality is assessed as a principle to be applied in countryside planning and rural development. The empirical foundation of the dissertation draws on mixed method research approach with interviews and surveys that are studied through qualitative and quantitative data analyses. Two of the three papers take point of departure in a case study of LAG-Djursland. Based on the dissertation it is concluded, that a crucial factor in the development of rural areas and landscapes is the collaboration among relevant stakeholders– often arranged around a partnership. To secure a concrete and locally attuned development it is important to engage local anchored stakeholders. These stakeholders have the greatest knowledge about the local development opportunities and barriers. Though the dissertation builds on experiences from the Danish rural landscape, the analyses, discussions and conclusions will be relevant in an international perspective. The interactive approach and the analysis hereof will be applicable in other domains than that of rural development. URI: http://hdl.handle.net/10398/8592 Files in this item: 1
Kasper_Aalling_Teilmann.pdf (1.359Mb) -
Towards a Research Agenda. 20th Nordic Workshop on Interorganizational Research, Sandberg, Denmark, 16th – 18th August 2010Hjerrild Bonde, Christina; Houman Andersen, Poul; Ellegaard, Chris (Frederiksberg, 2010)[More information][Less information]
URI: http://hdl.handle.net/10398/8227 Files in this item: 1
BondeHoumanEllegaardNordic2010.pdf (178.1Kb) -
Motivational and Perceptual ChallengesEllegaard, Chris (Frederiksberg, 2009)[More information][Less information]
Abstract: Problems are inevitable in buyer supplier relationships. Purchasing professionals spend considerable time solving operational problems, such as those pertaining to quality and delivery performance. This paper reports on a qualitative study of problem solving processes in three buyer-supplier relationships. These processes are time consuming, costly, and involve a number of actors in both the buying and supplying companies. The theoretical framework that forms the basis for the study is the problem solving model of Lang, Dittrich, and White (1978). The findings show that coordination of problem perceptions and motivation of all involved actors are main challenges for the responsible problem solver. Furthermore, communication plays a vital role to mobilize the involved actors. URI: http://hdl.handle.net/10398/8230 Files in this item: 1
BMM08CEproblemsolving.pdf (73.46Kb) -
Pedersen, Torben; Petersen, Bent; Sharma, Deo (, 2003)[More information][Less information]
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En nøgle til velfærd og velstandRitter, Thomas; Geersbro, Jens (Frederiksberg, 2012)[More information][Less information]
Abstract: Diskussionen om Danmarks fremtid som velfærdstat er i fuld gang – og har været det i et stykke tid. På det seneste har en ny rapport fra OECD tegnet et dystert billede for Danmark, idet landets produktivitet fortsat er for nedadgående. Så det store spørgsmål er nu endnu mere aktuelt: Hvad skal Danmark leve af i fremtiden for at bevare og udbygge velfærd og velstand? For at belyse dette spørgsmål fokuserer en stor del af diskussionen på ”produktivitet” som nøglen til velfærd og velstand. Vi vil i denne rapport argumentere for en supplerende faktor, som vi mener er af endnu større betydning end selve produktiviteten: Danmark kan og skal leve af kommercialiseringevnen. Evnen til at kommercialisere dækker over virksomheders aktiviteter til at tjene penge med deres ydelser (produkter, service, m.v.). Kort sagt handler kommercialisering om at forstå kundernes behov og værdiskabelse, matche denne indsigt med ydelser, og bygge passende relationer med kunder for at forklare værdi. Hvor god en virksomhed er til kommercialisering kan måles som: Kommercialiseringsefficens = Omsætning / ydelser. URI: http://hdl.handle.net/10398/8596 Files in this item: 1
RitterGeersbro.pdf (212.4Kb) -
An understanding anchored in pragmatismBang Mathiasen, John (Frederiksberg, 2012)[More information][Less information]
Abstract: The subject matter chosen for this PhD, learning within a Product Development (PD) working practice, might give rise to wonder given that I have a theoretical education within supply chain management, achieved practical experience as senior supply chain manager and finally, conducted a great many lectures dealing with supply chain management. Offhand, it may seem an odd choice, but my practical experience, briefly illustrated in the below, triggered the decision to study learning within a PD working practice. PD implies design of components and clarifications of the assembly process. A side effect of these activities is a routing, which establishes the supply chain; that is, the total journey, which all components must undertake before the product is saleable. Hence, seen from the perspective of the operation, the supply chain to be managed throughout the life cycle of the product is created during the PD phase. Changing a supply chain later on is possible, but it requires a significant effort. When managing a supply chain area, in which a large part of the products had a life cycle of more than 10 years, I realised the critical importance of influencing the PD process. Thus, employees from the supply chain department were often engaged in intense exchanges of views with the PD engineers and substantial resources were devoted to improving the awareness of supply chain considerations during the PD process. Nevertheless, in my firm conviction, these efforts only managed to exert minor influence and consequently, the established supply chains were difficult to handle. Ever since then, I have wondered why we were unsuccessful in influencing the supply chain of a new product. The involved supply chain engineers had a highly theoretical background as well as practical experience, but it was not possible to initiate learning among the PD engineers as regards the establishment of a more suitable supply chain. URI: http://hdl.handle.net/10398/8509 Files in this item: 1
John-Bang_Mathiasen.pdf (1.812Mb) -
Hansen, Flemming; Bech Christensen, Lars (København, 2004)[More information][Less information]
Abstract: Using pure single-source data, this paper provides evidence for the existence and magnitude of long-term advertising effects across FMCG product categories. Furthermore, we focus on the difficulties that arise for wellestablished brands when new products are introduced into the market and product innovations take place. Our research shows that such occurrences drastically alter the relationship between share of voice and share of market in any given FMCG market, hence making it pivotal for marketers to focus on such relationships in order to maintain market position. URI: http://hdl.handle.net/10398/6641 Files in this item: 1
2_2004.pdf (484.6Kb) -
How Luxury Experiences Contribute to Consumer SelvesBauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (Frederiksberg, 2012)[More information][Less information]
Abstract: Hitherto literature in the area of luxury and luxury brands predominantly applies a management-oriented view of luxury. This project departs from traditional views on luxury by focusing on consumers’ experiences with what they perceive as luxury. More specifically, the objective is to enhance understanding regarding how luxury experiences contribute to consumers’ selves. The empirical study is exploratory in nature and relies on consumer diaries regarding consumer luxury experiences. This project contributes to existing literature by outlining four different forms of how luxury relates to consumers’ selves. URI: http://hdl.handle.net/10398/8683 Files in this item: 1
Wallpach_2012_2.pdf (101.3Kb) -
Et simulationsstudieKai Olsen, Jørgen (København, 2003)[More information][Less information]
URI: http://hdl.handle.net/10398/6653 Files in this item: 1
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Riis Christensen, Sverre (København, 2004)[More information][Less information]
Abstract: Consumers reactions from being exposed to sponsorships has primarily been measured and docu-mented applying cognitive information processing models to the phenomenon. In the paper it is argued that such effects are probably better modelled applying models of peripheral information processing to the measurements, and it is suggested that the effects can be measured on the atti-tudes-towards-the sponsor and on the emotion-towards-the sponsor levels. This type of modelling is known as the ELAM model, however the types of independent variables involved is new to research into sponsorship effects. Two batteries of statements, attitude words and feeling words, are developed and a study is carried out with 470 respondents, randomly selected from the population. The data are analysed and pro-vide expressions of positive and negative attitude reaction and emotional reaction that show marked differences in consumer reactions towards sponsored objects of different natures as well as towards potential sponsoring organisations. For instance, the charitable institutions measured in the study elicit larger negative emotional re-sponses than positive responses, corresponding to a negative Net Emotional Response Score (NERS). Amongst the potential sponsoring companies only one company – a tobacco manufacturer – show this profile in NERS. The variation in NERS between charitable institutions and sports insti-tutions is quite dramatic – and has a high face validity. When studying attitude responses (Net Atti-tude Response Score or NARS), the differences between sponsored institutions are much smaller, although the charitable institutions still show a structurally different profile from the cultural and sports institutions. The differences between companies in NARS are quite small and probably only significant in a few instances. The NERS and NARS data are used to illustrate a "goodness-of-fit�? measurement that companies – or organisations looking for sponsors – can use to determine whether a potential arrangement has the ability to provide the desired effects on reactions. This goodness of fit is both applied to the net scores and to the full evaluations on the attitude and emotion batteries and it seems as if the latter approach will be richer in explanatory power for a potential sponsor. URI: http://hdl.handle.net/10398/6635 Files in this item: 1