Browsing Ph.D. theses (MARKETING/AØ) by Title
Now showing items 1-11 of 11
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An Empirical Investigation from a Dyad PerspectiveWeber, Oliver Jacob (Frederiksberg, 2010)[More information][Less information]
Abstract: In line with the concept of long-term relationships, as opposed to discrete exchanges, gaining acceptance amongst marketing researchers (e.g. Wilson, 1995; Ganesan, 1994; and Dwyer et al., 1987), the prevalent literature has increasingly emphasised the importance of cooperation between companies. As described in Selnes (1998), the objective of long-term relationships is to establish, maintain and enhance relations with trading partners at a profit. It is a dynamic process, whose success depends on the ability of companies to provide one another with episodes of value on a continuous basis. Definable as, “...similar or complementary coordinated action taken by firms in interdependent relationships to achieve mutual outcomes or singular outcomes with reciprocation over time” (Anderson and Narus, 1990, p. 45), cooperation between companies is viewed as an important foundation to the success of long-term relationships (Eriksson and Sharma, 2003). A joint effort based on coordination of activities thus permits companies to attain outcomes of mutual value otherwise not possible, e.g. exchange efficiency (Cannon and Perreault, 1999), decreased environmental uncertainty (Buvik and Grønhaug, 2000), and management of dependencies (Stern and El-Ansary, 1992).... URI: http://hdl.handle.net/10398/8059 Files in this item: 1
Oliver_Jacob_Weber.pdf (3.917Mb) -
Cross Functional Integration in the Process of Product InnovationBaunsgaard, Vibeke Vad (Frederiksberg, 2011)[More information][Less information]
Abstract: 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 Files in this item: 1
Vibeke_Vad_Baunsgaard_Summary.pdf (891.8Kb) -
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) -
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) -
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) -
Mikkelsen, Thorsten (, )[More information][Less information]
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Et studie af 10-12 årige danske børns brug af internettet, opfattelse og forståelse af markedsføring og forbrugRasmussen, Jeanette (Frederiksberg, 2012)[More information][Less information]
Abstract: Denne afhandlingen har haft til formål at udvide den viden, vi har om markedsføring rettet mod børn. Børn i dag lever i en mere kommercialiseret barndom, børn betragtes i højere grad end tidligere som selvstændige forbrugere, markedsføringsmetoder på internettet er karakteriseret ved at være mere sofistikerede og mindre gennemskuelige, og der er stor markedsføringsmæssig fokus på yngre børn, og specielt de såkaldte tweens (defineres typisk som de 8-12 årige). Det har derfor været afhandlingens sigte at undersøge i et hverdagsperspektiv, hvordan 10-12 åriges brug af internettet, deres oplevelse og forståelse af markedsføring på internettet er relateret til deres forbrug (køb og forhold til mærker). Det er tweens oplevelse og forståelse af medier og forbrug, som er i fokus. Afhandlingens teoretiske grundlag er tvær-disciplinært, og derfor er relevante dele fra barndomsforskningen, medieforskningen og forbrugerforskningen blevet inddraget. Metodisk er der brugt en triangulering af empirisk materiale, da dette er specielt godt i forhold til undersøgelser om børn. URI: http://hdl.handle.net/10398/8563 Files in this item: 1
Jeanette_Rasmussen.pdf (2.213Mb) -
Interaction, Interconnection and PositionVedel, Mette (Copenhagen, 2010)[More information][Less information]
Abstract: This thesis reports the findings of one of three co-financed research projects under the heading: “Customer driven innovation in the building articles industry”. The issue is value creation in triadic business relationships, and the aim is to explore in what ways the expansion from a dyadic level of analysis to the level of micro-networks can inform our understanding of value creation in intermediated systems. URI: http://hdl.handle.net/10398/8165 Files in this item: 1
Mette_Vedel.pdf (4.461Mb)
Now showing items 1-11 of 11