Department of Marketing (MARKETING/AØ) Titler
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Pedersen, Torben; Petersen, Bent; Sharma, Deo (, 2003)[Flere oplysninger][Færre oplysninger]
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En nøgle til velfærd og velstandRitter, Thomas; Geersbro, Jens (Frederiksberg, 2012)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
RitterGeersbro.pdf (212.4Kb) -
Martensen, Anne; Grønholdt, Lars; Jacobsen, Per Østergaard; Carlsson, Morten; Ravn, Daniel; Kjær, Rasmus; Jørgensen, Stig (Frederiksberg, 2018)[Flere oplysninger][Færre oplysninger]
Resume: Analysen dækker danske virksomheders fokus på digitale kundeoplevelser og disses betydning for virksomhedens forretningsresultater. I alt 756 har deltaget i analysen der ligger som baggrund for denne forskningsrapport, primært ledere og personer med en betroet stilling og indsigt. Respondenterne er primært tilknyttet følgende funktioner i virksomheden: Salg & Marketing, Kundeservice, It/Digital, Forretningsudvikling og strategi, Økonomi, HR og Analyse. Fra en videnskabelig synsvinkel viser undersøgelsens spørgeskema og målinger god validitet, det vil sige gyldighed. Hver af modellens variable er målt ved et sæt af spørgsmål til respondenterne. Data er analyseret ved flere statistiske metoder. Der er gennemført reliabilitetsanalyser, som viser høj reliabilitet, det vil sige intern konsistens i svarene på spørgsmålene inden for modellens sammensatte variable. Der er gennemført regressionsanalyser til estimation og test af sammenhængende mellem modellens variable. Alle sammenhænge er statistisk signifikante, og der opnås stor forklaringskraft for modellen. På denne baggrund er der fra en teoretisk synsvinkel tale om en robust og solid model med pålidelige og anvendelige resultater. URI: http://hdl.handle.net/10398/9630 Filer i denne post: 1
DXindex18_Rapport.pdf (3.309Mb) -
An understanding anchored in pragmatismBang Mathiasen, John (Frederiksberg, 2012)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
John-Bang_Mathiasen.pdf (1.812Mb) -
A Study in the Hotel IndustryGrønholt, Lars; Martensen, Anne (Frederiksberg, 2018)[Flere oplysninger][Færre oplysninger]
Resume: Purpose – The purpose of this paper is to examine the links between employee attitudes, customer loyalty and business results. Methodology/approach – From a conceptual point of view, this employee-customer-business results chain is well founded and generally accepted, also in the European Excellence Model. 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 profit, and a modeling approach is developed. Findings – The model is successfully applied. As it is possible to estimate and test the links, we have demonstrated the effects of employee attitudes on customer loyalty and further on business results. The findings provide strong empirical evidence for the developed model, and the study provided evidence of theemployee-customer-business result chain. Research limitations – The study is limited to four hotels in Copenhagen, Denmark. Practical implications – The research findings provide a better understanding of the employee-customer-business result chain and may help practitioners in improving company financial performance. Originality/value – This paper provides new insights into the relationships between employee attitudes, customer loyalty, and business results. URI: http://hdl.handle.net/10398/9666 Filer i denne post: 1
Gronholdt_Martensen_ICQSS2018.pdf (157.2Kb) -
Hansen, Flemming; Bech Christensen, Lars (København, 2004)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
2_2004.pdf (484.6Kb) -
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) -
Exploring the Role of sensemaking Narratives in Stakeholders’ Shared Understanding of the BrandGyrd-Jones, Richard; Törmälä, Minna (Frederiksberg, 2017)[Flere oplysninger][Færre oplysninger]
Resume: Purpose: An important part of how we sense a brand is how we make sense of a brand. Sense-making is naturally strongly connected to how we cognize about the brand. But sense-making is concerned with multiple forms of knowledge that arise from our interpretation of the brand-related stimuli: Declarative, episodic, procedural and sensory. Knowledge is given meaning through mental association (Keller, 1993) and / or symbolic interaction (Blumer, 1969). These meanings are centrally related to individuals’ sense of identity or “identity needs” (Wallpach & Woodside, 2009). The way individuals make sense of brands is related to who people think they are in their context and this shapes what they enact and how they interpret the brand (Currie & Brown, 2003; Weick, Sutcliffe, & Obstfeld, 2005; Weick, 1993). Our subject of interest in this paper is how stakeholders interpret and ascribe meaning to the brand and how these meaning narratives play out over time to create meta-narratives that drive brand meaning co-creation. In this paper we focus on the concept of brand identity since it is at the level of identity that the brand creates meaning for individuals (Kapferer, 2012; Csaba & Bengtsson, 2006). URI: http://hdl.handle.net/10398/9515 Filer i denne post: 1
Gyrdjones_Tormala_Makesense.pdf (67.08Kb) -
Et simulationsstudieKai Olsen, Jørgen (København, 2003)[Flere oplysninger][Færre oplysninger]
URI: http://hdl.handle.net/10398/6653 Filer i denne post: 1
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Riis Christensen, Sverre (København, 2004)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
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Tollin, Karin; Vej, Jesper (Frederiksberg, 2011)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
28_04_XXII_ISPIM.pdf (105.2Kb) -
Martensen, Anne; Hansen, Flemming (København, 2004)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
4_2004 .pdf (207.4Kb) -
Hansen, Torben (, 2012)[Flere oplysninger][Færre oplysninger]
Resume: Trust relates not only to customer trust in individual companies (i.e., narrow-scope trust) but also to the broader business context in which customer–seller relationships may develop (i.e., broad-scope trust [BST]). Based on two surveys comprising 1155 bank consumers and 817 insurance consumers, respectively, this study investigates the moderating influence of BST on relationships between satisfaction, narrow-scope trust, and loyalty and also examines the direct influence of BST on these variables. The results indicate that whereas BST negatively moderates relationships between satisfaction and narrow-scope trust and between narrow-scope trust and loyalty, BST positively moderates the relationship between satisfaction and loyalty. In addition, it is demonstrated that BST positively influences customer satisfaction and narrow-scope trust. C 2012 Wiley Periodicals, Inc. URI: http://hdl.handle.net/10398/8858 Filer i denne post: 1
moderating_influence_torben_hansen.pdf (677.6Kb) -
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Vangkilde, Mads (København, 2005)[Flere oplysninger][Færre oplysninger]
Resume: 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 Filer i denne post: 1
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URI: http://hdl.handle.net/10398/6659 Filer i denne post: 1
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Mikkelsen, Thorsten (Frederiksberg, 2011)[Flere oplysninger][Færre oplysninger]
Resume: Gennem ca. 11 års erhvervserfaring fra den danske kopimaskine branche har je g opnået indsigt i et særdeles konkurrencepræget marked (nærmere beskre vet i appendiks 1). Det er disse erfaringer, der har etableret det indledende oplæg og dermed skabt selve bevæggrunden og motivationen til dette forskningsprojekt. Introduktionen til denne afhandling tager derfor udga ngspunkt i egne praktiske erfaringer, erhvervet i kopimaskine virksomheden Winkelhorn . Winkelhorn er en mindre vi rksomhed med ca. 60 ansatte og en omsætning på ca. 200 millioner kr. Virkso mhedens indtjening er baseret på salg og servicering af kopimaskiner og printere til både o ffentlige- og private kunder. Udover direkte salg afsætter Winkelhorn også en betydelig volumen via mellemhandlere, såsom kontorforsynings- forhandlere og forhandlere som udelukkende fokuserer på salg af kopi/print udstyr. Her blev de indledende øvelser eksekveret til det, der senere skulle danne grundlaget for denne afhandlings forskningsområde. URI: http://hdl.handle.net/10398/8319 Filer i denne post: 1
Thorsten_Mikkelsen.pdf (6.064Mb) -
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Resume: 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 Filer i denne post: 1
Beckmann _Zenker_EMAC_2012.pdf (600.9Kb) -
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) -
Beier, Niels C.; Jensen, Heidi Steen; Jørgensen, Martin; Moshøj, Christina Mary; Blyt, Janne; Kleve, Aslaug; Steenstrup, Jakob; Hammer-Jespersen, Lars; Rosenmejer, Jeppe; Heide-Jørgensen, Caroline; Jakobsen, Søren Sandfeld; Hansen, Torben; Nørbæk, Line; Nielsen, Christina Toftegaard; Gullander, Michelle Anne; Banke, Lars M. (Valby, 2016)[Flere oplysninger][Færre oplysninger]
Resume: Formålet med markedsføringsloven er, at den skal understøtte fair konkurrence samt gode forbrugerforhold. Markedsføringsloven udgør således en væsentlig rammebetingelse for alle virksomheder og forbrugere i Danmark. Fair konkurrence, og en hensigtsmæssig forbrugerbeskyttelse, hvor forbrugerne er beskyttet mod fx at blive vildledt eller udsat for aggressiv markedsføring, understøtter velfungerende markeder. Markedsføring er i høj grad reguleret af fælles europæiske regler. Siden den sidste store revision af markedsføringsloven, der skete i 2005, har der været en række ændringer af markedsføringsloven i forbindelse med gennemførelse af EU-regler, herunder særlig direktivet om urimelig handelspraksis. Disse ændringer har savnet en egentlig integrering med lovens øvrige regler. Det har betydet, at en række af reglerne overlapper hinanden, og at loven flere steder fremstår fragmenteret. Det har også medført en åbningsskrivelse fra Europa- Kommissionen, som gør opmærksom på, at Danmark på en række punkter, efter Europa- Kommissionens opfattelse, ikke har implementeret direktivet om urimelig handelspraksis korrekt. Den teknologiske udvikling har endvidere givet virksomhederne nye måder at markedsføre sig på. Det har dels skabt udfordringer for virksomhederne, der kan være usikre på, om deres kommunikation holder sig inden for lovens rammer, og dels for forbrugerne i forhold til, hvilke rettigheder de har. Der er endvidere behov for at se på de redskaber, Forbrugerombudsmanden har til rådighed i sin håndhævelse. URI: http://hdl.handle.net/10398/9345 Filer i denne post: 1