Conference papers (MARKETING/AØ) Udgivelsesår
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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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Gabrielsen, Gorm; Kristensen, Tore (Frederiksberg, 2016)[Flere oplysninger][Færre oplysninger]
Resume: Most studies in marketing operate at a market level, which also becomes frequently the condition for design work. This means that the aggregate or weighted average consumer is the focus. Having already made this aggregation as the “top-down approach” indicates, it is not feasible to take the individuals apart and explore how they differ individually. This is so because already the concepts and the methodology are founded at the aggregate level. The differences have been eliminated and replaced by an assumed normal distribution or similar. We depart from that and start our investigations at an individual level. This means, in the “bottom up” approach we keep the individual variation or differences intact for further analysis. We base our concept and methodology at the individual level. Only then, understanding what happens for the single individual we can eventually aggregate to see the consequences at a market level. We explore a procedure that enables the marketer to estimate the effect of a marketing message like a mission statement in a logo at the level of a single individual. This is a prior to market test, with its own realism. The procedure can easily be extended to products, where both quality and price (willingness to pay) are issues and it can also be used as a follow-up after the round of pre-test. To satisfy individual users, real individuals should be considered in their heterogeneity. Relevant psychological and statistical methods and reasoning are useful in keeping the trace of the individual. In the bottom up approach we measure how much the influence of a treatment like that of facing a particular design influences each human being. Successively, one may see if other behavioural characteristics also unite for instance those who are heavily affected or those who are not. Then a new behavioural based community may appear. URI: http://hdl.handle.net/10398/9310 Filer i denne post: 1
Gabrielsen_Kristensen_EMAC_2016.pdf (120.2Kb) -
An Empirical Analysis in the Hotel IndustryGrønholdt, Lars; Martensen, Anne (Frederiksberg, 2016)[Flere oplysninger][Færre oplysninger]
Resume: This paper examines the links between employee attitudes, customer loyalty and company profitability. From a conceptual point of view, this employee-customer-profit chain, also known as the service-profit chain, is well founded and generally accepted. But for many companies, it seems difficult to demonstrate such links, and several issues must be addressed to uncover the links. To investigate these links empirically, a hotel chain provided data matching employee and customer measures with measures of profitability. We have successfully employed a modeling approach, and the paper reports empirical evidence of the employee-customer-profit chain. As it is possible to estimate the links, we have demonstrated their effect on company profitability. The research findings provide a better understanding of the service-profit chain and may help practitioners in improving company financial performance. URI: http://hdl.handle.net/10398/9274 Filer i denne post: 1
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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) -
Kornum, Niels; Gyrd-Jones, Richard; Al Zagir, Nadia; Brandis, Kristine A. (Frederiksberg, 2015)[Flere oplysninger][Færre oplysninger]
URI: http://hdl.handle.net/10398/9156 Filer i denne post: 1
Kornum_Gyrd-Jones_AlZagir_Brandis.pdf (462.9Kb) -
A RessessmentJohannsen Duus, Henrik; Bjerre, Mogens (Frederiksberg, 2015)[Flere oplysninger][Færre oplysninger]
Resume: Qualitative value profiling (QVP) is a relatively unknown method of strategic analysis for companies in international business-to-business settings. The purpose of QVP is to reduce the information complexity that is faced by international companies in dealing with business partners. The QVP method allows the development of 1) profiles of the target country in which operations are to take place, 2) profiles of the buying center (i.e. the group of decision makers) in the partner company, and 3) profiles of the product/service offering. It also allows the development of a semantic scaling method for deeper analysis of all involved factors. This paper presents the method and compares and contrasts it with other similar methods like the PESTELE method known from corporate strategy, the STEEPAL method known from scenario analysis, and the Politics-Institutions-Economy (PIE) framework known from International Business. This comparison suggests that QVP on most accounts provides deeper insights than alternative methods and thus lays the foundation for better strategic planning in international business-to-business markets. Hence, it is a valuable addition to the toolbox of business strategists and consequently, for the advancement of international development. Further use of QVP is recommended and suggestions for future research are provided. URI: http://hdl.handle.net/10398/9237 Filer i denne post: 1
henrik_duusP.pdf (287.1Kb) -
Onarheim, Balder; Gabrielsen, Gorm; Christensen, Bo T. (Frederiksberg, 2015)[Flere oplysninger][Færre oplysninger]
Resume: The presented study utilizes data collected from an extensive real world concept selection process in new product development (NPD), to investigate whether department specific dominant logics and competences influence the selections made by a marketing department, and what might be driving this logic. The study specifically investigates the impact of the departmental viewpoint onto idea selection in the innovation process, by comparing the selections made by the marketing department (n=31) with those of R&D (n=25) and company executives (n=8). In the NPD project seven concepts were screened for continuation through an individual pairwise comparison, to test eight hypotheses all based on h0: There is no difference between the innovations selected by marketing, R&D, and executive groups. Through an analysis of the between-department variance h0 was rejected (F(12, 366)= 2.312, p<.001), and the results from the eight following hypotheses lend support to extending the concept of dominant logics to the department level, providing some explanations for the large variance found in the evaluation of the three groups. The reported findings have important managerial implications, as they point to which type of logic, and thereby screening of ideas, can be achieved based on which departments are involved in the critical selection of ideas and concepts for continuation in NPD. URI: http://hdl.handle.net/10398/9201 Filer i denne post: 1
Onarheim_Gabrielsen_Christensen.pdf (159.1Kb) -
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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Multiple Level Brand Meanings in Retail BrandsGyrd-Jones, Richard; Jonas, Louise Rygaard (Frederiksberg, 2014)[Flere oplysninger][Færre oplysninger]
Resume: The alignment of employees around the corporate brand has emerged as a major area of study in corporate branding literature generally and in the service branding literature in particular. Simultaneously, corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in - depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by und erstanding the complex interplay of identities between occupational groups and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralise URI: http://hdl.handle.net/10398/9129 Filer i denne post: 1
Jones_Living Brands.pdf (1.692Mb) -
Clement, Jesper; Kokkoli, Maria (Frederiksberg, 2014)[Flere oplysninger][Færre oplysninger]
Resume: Buying behaviour theory goes back to the start of the 50’s and over the years different models have been developed influenced by different sociological views and trends. In the age of digitalization and e-commerce these theories seem to be less useful and need revision. In the early days of the Web, research argues for a broader view on the complex decision process (Bettman et al., 1998; Hansen, 2005) and regards consumers having constructive decision processes. In the light of on-line sale additional perspectives on decision-models are still needed and recent research emphasizes the important in studying relations between human visual attention and intention to purchase (Clement, 2013). Several companies have found an additional market place on-line, whereas the appearance of the products is often very similar to the physical shop. This goes especially for pharmaceutical products, where pictures of the product package together with pictures of the pills are used as eye-catcher on-line. The market for e-health is increasing (Usher and Skinner, 2010) and distribution of consumers purchasing on-line health products looks similar to the distribution in average populations. As the on-line drug store goes across culture and national borders it also challenges marketer to make the right set-up for a web-shop. In this paper customers’ visual attention during search for drugs on-line is investigated, relating visual attention and evaluation to a particular web-design. URI: http://hdl.handle.net/10398/9109 Filer i denne post: 1
EIRASS_Clement_ Kokkoli.pdf (187.9Kb) -
[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) -
Lyck, Lise (Frederiksberg, 2013)[Flere oplysninger][Færre oplysninger]
Resume: Greenland is the largest island of the world. It is mostly covered by an ice cap, but with an ice free territory of the same size as the territory of Sweden and 8 times the territory of Denmark. The size of the population in Greenland has been stable since 1970’s and include 56.000 persons. Until Second World War Greenland was an almost closed territory, you had to have a permission to go there, and only few permissions were given. The size of the population at that time was less than 4000. URI: http://hdl.handle.net/10398/8736 Filer i denne post: 1
Lyck_1.pdf (439.1Kb) -
Lyck, Lise (Frederiksberg, 2013)[Flere oplysninger][Færre oplysninger]
Resume: This article studies the theoretical and applied development of the creative economy. There exists many definitions of creative industries, creative economy and experience economy, all dealing with the same core problematic. It is why it is chosen in this article to talk about the creative economy complex. The ideas to the different elements in the complex have been developed over the last 20 years. A conclusion on experience economy and creative industries is presented on page 7. It is followed by a presentation of how the creative economy complex has been applied in the Baltic Sea Countries and by a section on the development of the creative economy complex after the financial crisis in 2008. It is found that the complex and its development has been closely related to the business cycle development, implying that the complex from being a general theory in times with positive business cycle development has changed to become more specific and integrated into marketing, regional economy and innovation theory when the business cycle changes to recession and when state debt becomes a main economic problem. URI: http://hdl.handle.net/10398/8735 Filer i denne post: 1
Lyck.pdf (335.2Kb) -
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) -
Kreuzer, Maria; von Wallpach, Sylvia (Frederiksberg, 2012)[Flere oplysninger][Færre oplysninger]
Resume: This article contributes to the study of embodied brand knowledge retrieval. Embodied brand knowledge results from multi-sensory consumer brand experiences. Consumers store embodied brand knowledge on a non-conscious, modality-specific level and use metaphors for its expression. Retrieving embodied brand knowledge requires methods that (a) stimulate senses involved in brand experiences and (b) encourage metaphorical expression. This study empirically compares the value of a uni-sensory, visual method (Autodriving) versus a multi-sensory method (Multi-sensory sculpting) for embodied brand knowledge retrieval. The results support the theoretical assumption that Multisensory sculpting elicits more and more diverse embodied brand knowledge elements than Autodriving. URI: http://hdl.handle.net/10398/8684 Filer i denne post: 1
Wallpach_2012_3.pdf (171.3Kb) -
Do homogeneous brand associations benefit the brand?Koll, Oliver; von Wallpach, Sylvia; Platzgummer, Sophia (Frederiksberg, 2012)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
Wallpach_2012_1.pdf (57.73Kb) -
How Luxury Experiences Contribute to Consumer SelvesBauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (Frederiksberg, 2012)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
Wallpach_2012_2.pdf (101.3Kb) -
Schmidt, Marcus (, 2012)[Flere oplysninger][Færre oplysninger]
Resume: A rather new business trend concerns social responsible or ethical marketing. Instead of just selling products and brands it makes professional sense to “bundle” or associate the purchase of a product with some altruist activity. While the market share of ethical subcategories in most countries is still confined to a few percentages of the total market at best, it appears that the segment will grow during the next decade. The increased interest for sustainability is found within many western societies both within the business community, academic circles, the political system and among plain consumers. Up to now relatively few empirical studies have focused on the topic. The present study is based on a large scale panel study and uses the German coffee market for profiling the consumer of faire trade coffee and analyzes how this consumer differs from the mainstream consumer. Also, we explore why some consumers intend to buy fair trade coffee but do not purchase the product (and vice versa). Several interesting findings are revealed. Implications for promotion of fair trade coffee are discussed and suggestions for further research are addressed. URI: http://hdl.handle.net/10398/8651 Filer i denne post: 1
Schmidt_2012_Consumer_Intentions.pdf (612.2Kb) -
Drivers for influenceBeckmann, Suzanne C.; Jalving, Michala; Rohde Olsen, Sarah (Frederiksberg, 2013)[Flere oplysninger][Færre oplysninger]
Resume: The role of marketing within companies and organisations has been discussed for a long time, as well as its opportunities for influence – not least in times of financial constraints and difficult economic contexts. Through in-depth interviews we investigated how nine Danish top executives see the marketing department’s potential for influence within companies in general and in their specific organisations. The objective was to gain deep insight into the informants’ experiences with marketing and its position within Danish companies and to relate this insight to the level of market orientation. We found strong similarities with other research into the antecedents of marketing’s influence and established another key factor, namely employee competencies and thereby the responsibility of human resource management as well as a cultural moderator, namely creativity bias of marketing employees. URI: http://hdl.handle.net/10398/8760 Filer i denne post: 1
Beckmann.pdf (183.5Kb) -
Lyck, Lise (Frederiksberg, 2013)[Flere oplysninger][Færre oplysninger]
Resume: In the past decades tourism has grown rapidly in connection with globalization. Business tourism especially has increased heavily and represents one of the largest and fastest growing sectors within the tourism sphere (Lyck 2012:2). Alongside, the growing globalization and consumption have created a need for an increased awareness of the threats posed by an overuse of non-renewable resources. Subsequently, the concept of sustainability has come into focus. A commonly accepted definition of sustainability was made by the Brundtland Commission in 1987: “Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs” (WCED 1987:43). The concept of sustainability is often associated with the three pillars: Environment, society and economy (Lyck 2012:1, Weaver & Lawton 2006). In relation to the industry of tourism, sustainability can be described as: Sustainability principles refer to the environmental, economic and socio-cultural aspects of tourism development, and a suitable balance must be established between these three dimensions to guarantee long-term sustainability. (UNWTO, Lyck 2012:1). The focus in this article will be on how to 2 establish social and environmental sustainability in a way that is compatible with economical sustainability within the meetings industry. URI: http://hdl.handle.net/10398/8782 Filer i denne post: 1
Lyck_3.pdf (442.6Kb)
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