Browsing Conference papers (MARKETING/AØ) by Year Published
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Lyck, Lise (Frederiksberg, 2013)[More information][Less information]
Abstract: 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 Files in this item: 1
Lyck_1.pdf (439.1Kb) -
Lyck, Lise (Frederiksberg, 2013)[More information][Less information]
Abstract: 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 Files in this item: 1
Lyck.pdf (335.2Kb) -
An empirical assessmentSchmidt, Marcus (Frederiksberg, 2013)[More information][Less information]
Abstract: 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 Files in this item: 1
Marcus_Schmidt.pdf (573.9Kb) -
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) -
Kreuzer, Maria; von Wallpach, Sylvia (Frederiksberg, 2012)[More information][Less information]
Abstract: 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 Files in this item: 1
Wallpach_2012_3.pdf (171.3Kb) -
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) -
Schmidt, Marcus (, 2012)[More information][Less information]
Abstract: 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 Files in this item: 1
Schmidt_2012_Consumer_Intentions.pdf (612.2Kb) -
Lyck, Lise (Frederiksberg, 2013)[More information][Less information]
Abstract: 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 Files in this item: 1
Lyck_3.pdf (442.6Kb) -
Drivers for influenceBeckmann, Suzanne C.; Jalving, Michala; Rohde Olsen, Sarah (Frederiksberg, 2013)[More information][Less information]
Abstract: 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 Files in this item: 1
Beckmann.pdf (183.5Kb) -
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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) -
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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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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The International IPSERA Workshop on Customer Attractiveness, Supplier Satisfaction and Customer Value. 25-26 November 2010Ellegaard, Chris; Freytag, Per V. (Frederiksberg, 2010)[More information][Less information]
Abstract: Reports on supply chain management (SCM) failure are becoming more frequent in the SCM literature, despite widespread recognition of the business potential associated with such optimizations of operational buyer-supplier interfaces. Some failures can be ascribed to imbalances in the net benefits realized by the buying and supplying company implementing SCM. Failed SCM initiatives hurt the buying company’s customer attractiveness and limit opportunities for long term value creation with suppliers. Hence, an important task for the buying company is the management of SCM initiatives in a way that benefits both parties. However, SCM costs and benefits often materialise as the result of complex interactive processes between buyer and supplier actors, which makes SCM a challenging management task. To increase the understanding of these complex processes, this study identifies the various types of supplier costs and benefits resulting from the failed VMI initiative of a multinational company. While the benefits from this case turn out to be few, the costs appear in large variety and scale. More importantly, we uncover the underlying mechanisms generating these costs, thereby enabling managers to identify and avoid the costs. Based on the findings, we propose pre-project classification of supplier VMI readiness to allow more beneficial implementation as a key managerial implication. URI: http://hdl.handle.net/10398/8229 Files in this item: 1
CEPFpaperAttrWorkshopNov2010.pdf (292.5Kb) -
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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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) -
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) -
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) -
Value Creation and Strategic PositioningVedel, Mette; Geersbro, Jens (, 2010)[More information][Less information]
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Karin; Jesper ()[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)
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