Browsing Conference papers (MARKETING/AØ) by Title
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Value Creation and Strategic PositioningVedel, Mette; Geersbro, Jens (, 2010)[More information][Less information]
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Competitive paper, IMP ASIA Conference, December 6-10, 2009 Kuala Lumpur, MalaysiaEllegaard, Chris; Geersbro, Jens; Medlin, Christopher J. (Frederiksberg, 2009)[More information][Less information]
Abstract: This paper explores the interplay between value creation and appropriation of value by firms within a business network context. These two value processes are inter-linked. Collectively firms create a product of value to an end consumer and a part of that value is appropriated by each firm in the network. Value appropriation is composed of a number of different negotiation processes, value and cost moving between exchange parties and price making and taking spread across time. Value appropriation is a process. Value appropriation is important to a firm’s survival. Firms that appropriate a greater proportion of the value captured by the network, relative to their resource base and costs, will be more profitable. These firms are able to invest in new technologies, resources and business relationships to continually develop their network positions. Value creation in a business network is a result of individual firm efforts, either independently or in relationships. Equally, firms work alone and in groups to appropriate value. Understanding the dynamics and linkages between value creation and appropriation allows a better understanding of how value is created by business firms and by value nets. In the final sections of the paper we present propositions for further research and make recommendations for managers. URI: http://hdl.handle.net/10398/8231 Files in this item: 1
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How do Management Consultants Contribute to Innovation Processes?Houman Andersen, Poul; Ellegaard, Chris; Kragh, Hanne (Frederiksberg, 2009)[More information][Less information]
Abstract: In step with an increasingly knowledge-based competition firms increases their innovation activities. For this purpose integration, of external inputs from management consultants increasingly comes fore. However, the value of management consultants in general and to innovation processes in particular has been challenged. From some perspectives, management consultants are being criticized as dressing up mundane truths in fancy concepts and doing nothing but telling customers what they already know. The purpose of this paper is to try to understand the value of management consultancy from a sensemaking perspective, using a case study of concept development processes in a leading European Kitchen manufacturer. As will be showed, redressing what customers already know may in fact comprise a valuable input for their clients’ ability to identify a conception of reality which entails an actionable conception of reality. URI: http://hdl.handle.net/10398/8226 Files in this item: 1
Ellegaard_ConfPap_2009_13816.pdf (143.7Kb) -
Different Perceptions of a Place Brand by Diverse Target GroupsZenker, Sebastian; Knubben, Evelyn; Bechmann, Suzanne C. (Frederiksberg, 2010)[More information][Less information]
Abstract: compete strongly with each other for attracting tourists, investors, companies, or talents. Place marketers therefore focus more and more on establishing the city as a brand and to promote their city to its different target groups. But the perception of a city (brand) can differ dramatically between those groups. Thus, place branding research should emphasize much more the city brand perceptions of the different target groups and develop strategies for cities on how to build an advantageous place brand architecture vis-à-vis its stakeholders. In this regards, we show in two empirical studies – 40 qualitative in-depth-interviews (Study 1) and an online qualitative open-ended-question survey with 334 participants (Study 2) – using network analysis the important discrepancies between the city brand perceptions in the mental representation of different target groups for the example of the city of Hamburg. Furthermore, practical implications for place marketers are discussed. URI: http://hdl.handle.net/10398/8266 Files in this item: 1
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Lise ()[More information][Less information]
Abstract: I vort forskningsprojekt ”Økonomisk vækst på landet” stod i indledningen til ansøgningen: ”I 2007 forventes verdens bybefolkning for første gang i verdenshistorien at blive større end landbefolkningen (UN-HABITAT, juli 2006). Også i Danmark har der i de sidste 10-15 år været en betydelig tilflyt-ning til landets største byer og til områder inden for pendlingsafstand af disse byer, mens folketal-let i mange landkommuner er stagneret eller gået ned.” Denne udvikling er fortsat, men hvad betyder det for den økonomiske vækst på landet? URI: http://hdl.handle.net/10398/8313 Files in this item: 1
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Now showing items 19-23 of 23