Browsing Department of Marketing (MARKETING/AØ) by Title
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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
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Tollin, Karin; Vej, Jesper (, 2011)[More information][Less information]
Abstract: Managers’ mindset about the sustainability construct and its triggers is the topic dealt with in the paper. The interviewed managers are all working in companies expressing a commitment on sustainability in their external communication. However, our findings reveal that their commitment is pursued from different business models, visions and ideas about the sustainability construct. We found that sustainability is not triggered, approached and practiced in accordance with one overall mindset. Four interrelated mindsets emerged - due to that sustainability is a learning process and thus formed and developed over time. URI: http://hdl.handle.net/10398/8321 Files in this item: 1
28_04_XXII_ISPIM.pdf (105.2Kb) -
Martensen, Anne; Hansen, Flemming (København, 2004)[More information][Less information]
Abstract: The paper reports findings from a larger study of sponsors and their relationship to sponsored parties. In the present reporting, the focus is on sponsors. Rather than evaluating such sponsorships in traditional effect hierarchical terms, a conceptual Sponsor Value Model is specified as a structural equation model where the drivers are attitudes towards the sponsorship and emotions towards the sponsorship. It is found that the two classes of variables describe different aspects of the perception of sponsorships, and that they both contribute significantly to the overall value of sponsoring for a particular company. In the present paper, two cases are shown for two major sponsors. The specified Sponsor Value Model is estimated by a partial least squares (PLS) method. It is found that the two sponsors are perceived differently, both in terms of emotional and attitudinal responses. It is also found that the emotional responses aroused by the sponsorships are at least as important as those ascribable to attitudinal elements. Key words: Sponsorship, emotional response, attitudes towards sponsorship, structural equation model URI: http://hdl.handle.net/10398/6642 Files in this item: 1
4_2004 .pdf (207.4Kb) -
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Vangkilde, Mads (København, 2005)[More information][Less information]
Abstract: Purpose: To incorporate the element of sustainability of advantages into the concept of First-Mover Advantage for analysis on grocery e-commerce. Grocery e-commerce is a relatively unexplored phenomenon in Denmark and I seek to explain this via the concept of FMA. In order to fully understand the complexity of the situation, sustainability of advantages needs to be incorporated into the concept. Design: Via a literature review on the subject of first-mover advantage, uncover the lack of sustainability of advantage. Hereafter construct a framework for analysis based on this literature review and coupled with previous empirical findings on grocery e-commerce. Findings: a) Providing insights into the concept of first- mover advantage, b) sustainability of advantages and c) providing a framework for analysis on advantages sought by acting entrepreneurial. Value: The applicability of the concept of first-mover advantage is very descriptive to date. With this paper and hopefully more to follow, I wish to transform the FMA concepts into a tool for analysis addressing the very crucial element that is not dealt with today – sustainability. Keywords : First-Mover Advantage; e-commerce; grocery industry; sustainability URI: http://hdl.handle.net/10398/6658 Files in this item: 1
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URI: http://hdl.handle.net/10398/6659 Files in this item: 1
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Mikkelsen, Thorsten (, )[More information][Less information]
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Abstract: Cities increasingly brand themselves as an attractive place for tourists, investors, business and workforce. Yet, most place branding efforts do not take the diversity of their stakeholders and the variety of place perceptions into account. Our study, however, reveals significant discrepancies between internal and external stakeholders’ mental representations of a place brand, using the city of Hamburg as an example. We therefore argue that place brand management needs to align its brand communication with stakeholders’ interests, using an integrated approach to developing city-specific strategies for building target group-specific place brand architecture. URI: http://hdl.handle.net/10398/8564 Files in this item: 1
Beckmann _Zenker_EMAC_2012.pdf (600.9Kb) -
Development, Validation and Application of a ModelMartensen, Anne; Grønholdt, Lars (København, 2005)[More information][Less information]
Abstract: The purpose of this paper is to develop a reputation model for higher education programmes, provide empirical evidence for the model and illustrate its application by using Copenhagen Business School (CBS) as the recurrent case. The developed model is a cause-and-effect model linking image to reputation via rational and emotional evaluations as well as relevant corporate identity determinants. As reputation, image and identity are very complex concepts, it is important to determine which of the many elements should be included in the model. This paper discusses why a given aspect is important for higher education reputation and which relations exist between the included determinants from a theoretical perspective. It is demonstrated how the model and measurement system may be a useful management tool for the improvement of the reputation of a higher education. In this way, the model can help leaders of higher education institutions to set strategic directions and support their decisions in an effort to create even better study programmes with a better reputation. Finally, managerial implications and directions for future research are discussed. Keywords: Reputation, image, corporate identity, higher education, structural equation modelling. URI: http://hdl.handle.net/10398/6646 Files in this item: 1
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A Discussion of In-Vivo Evidence in and Beyond Existing Creativity FrameworksWiltschnig, Stefan; Onarheim, Balder; Christensen, Bo Thomas (Frederiksberg, 2010)[More information][Less information]
Abstract: This paper presents evidence for shared insight moments in real world design processes in the context of product development for a large international medical appliance manufacturer. The findings are discussed related to the existing literature of insight in creative processes and regarding possible explanations from analoguous fields of interest, like brainstorming and multiple discovery. URI: http://hdl.handle.net/10398/8278 Files in this item: 1
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Business Relationship Resroration After Severe Norm Violation Episodes.Houman Andersen, Poul; Ellegaard, Chris (Frederiksberg, 2010)[More information][Less information]
Abstract: Relational norms provide behavioural guidelines for individual actors interacting in business relationships. Frequently, norms are violated and the involved actors initiate a normalization process to restore exchange order. However, in rare instances violations occur with a severity where the exchange cannot be normalized by the means available in the interpersonal relationship. Furthermore, dissolution is not an option due to high perceived dependence. In this paper, we report on an investigation of three such severe norm violation episodes. We identify the violated norm sets and violating behaviours of core actors along with emotional reactions and effects on the business exchange. In addition, we map the processes of violation and normalization. We find evidence of serial norm violations, causing the interpersonal relationship to enter a state of suspension. Furthermore, cross case analysis shows that exchange was normalised through an organizational level process of alternative actor channel activation and executive intervention. URI: http://hdl.handle.net/10398/8228 Files in this item: 1
Ellegaard_2010_IMP.pdf (223.0Kb) -
A framework for understanding the choice behaviour of the modern food consumerHansen, Torben; Thomsen, Thyra Uth (København, 2006)[More information][Less information]
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Value Creation and Strategic PositioningVedel, Mette; Geersbro, Jens (, 2010)[More information][Less information]