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Konferenzveröffentlichung
Outsmarting the MNCs by fitting strategic manoeuvres to national framing: evidence from India
(National University of Political Studies and Public Administration (SNSPA), Faculty of ManagementTritonic, 2017)
This paper focuses on how Indian home-grown companies captured MNCs market in India with the help of strategic maneuvering and understanding their own capabilities. Seizing the framework of Porter’s National Diamond this research follows a caselet approach for illustrating these strategies. The study’s originality springs from understanding changes in demand pattern brought by home-grown companies in the Indian market. A key implication of this paper is that the demand conditions and firm strategy (by means of targeting ...
Konferenzveröffentlichung
Post-crises response strategies: a combined model to manage brand crises
(National University of Political Studies and Public Administration (SNSPA), Faculty of ManagementTritonic, 2017)
Brand crises negatively affect customers’ perception of the brand’s ability to deliver expected functional or symbolic benefits. Post-crisis response strategies should be implemented to restore brand trust and diminish the effect of reputational threat, since these strategies act as critical determinants of the actual impact of the crisis on consumers’ evaluations and consequently on repurchase intentions. A categorization of the nature of the crisis, distinguishing between ‘performance-related’ and ‘values-related’ ...
Konferenzveröffentlichung
How digitalization changes the internationalization of entrepreneurial firms: theoretical considerations and empirical evidence
(National University of Political Studies and Public Administration (SNSPA), Faculty of ManagementTritonic, 2017)
The internationalization of firms is predominantly analyzed and explained considering observations from a pre-digital business environment. Thus, the applicability to digital ways of doing business needs to be challenged. Recent literature on the internationalization of digital firms attempts to adapt existing international business literature to the digital market. However, these studies consider internet-based companies predominantly as a homogeneous group. It is a popular opinion, that digital internationalization ...
Aufsatz
The Impact of Missing Values on PLS, ML and FIML Model Fit
(2020)
Structural equation modelling has become widespread in the marketing research domain due to the possibility of creating and investigating latent constructs. Today, several estimation methods are available, each with strengths and drawbacks. This study investigates how the established estimation methods of partial-least-squares (PLS), maximum likelihood (ML) and full-information maximum likelihood (FIML) perform with an increasing percentage of missing values (MVs). The research was conducted by investigating an adapted ...
Teil eines Buches
Neue Medien im Kundendialog
(BusinessFORUM, 2011)
Kundendialoge im Web 2.0 sind erheblich anspruchsvoller als konventionelle Vorgehensweisen im E-Commerce und in den allseits etablierten Online-Shops. Vom Marketing-Buzzword im Jahr 2006 ist diese Kommunikationsform nun zu einem „Must" des zeitgemäßen Marketings avanciert. Allerdings bestehen Unsicherheiten hinsichtlich der Möglichkeiten und Grenzen einer Kundenkommunikation mit den Diensten des Web 2.0. Qualifizierte Budgetentscheidungen sind daher oft schwer zu treffen. Für alle Unternehmen und Organisationen wie ...
Aufsatz
Cultural Adaption of Hypermedia
(2012)
Culturally adapted hypermedia design attracts increasing scientific attention. Complementing the conventional human-computer interaction studies we investigate the current state of companies’ cultural adaptation of their websites. This study evaluates a sample of 215 websites with respect to design and navigational aspects. Subsequently, we discuss the possibilities of structuring hypermedia and enabling the adaptation to culturally bounded user expectations. Moreover, we introduce metrics for assessing navigational ...
Aufsatz
Is your Perception of "Luxury" Similar to Mine? A Concept Made of Absolute and Relative Features
(2015)
Luxury is a relative feature of goods and services. Despite the many empirical studies that have been conducted, marketing scholars have not agreed on a common definition or interpretation of the term "luxury" so far. This deficit causes improper interpretations and, thus, evokes a kind of growing conceptual confusion. Additionally, the increasing interest in luxury in recent years had contributed unintentionally to the ambiguity of the term. Advertising agencies consciously or unconsciously aim to take advantage of ...
Aufsatz
Linking entrepreneurial orientation to firm performance in a post-socialist market context: the case of Hungary
(2016)
Entrepreneurial orientation provoked the interest of numerous scholars as well as political and administrative decision-makers. Both start-ups and already established corporate entities are increasingly persecuting new opportunities, products, and business models in order to establish superiority above their competitive environment. The tendencies evince an optimist impact of entrepreneurial orientation on business performance, namely on financial performance. Beyond the aforementioned relationship, there are impulses ...
Teil eines Buches
Brands and branding in the non-profit sector − theoretical overview and discussion
(Publishing House of the University of Economics, 2015)
Branding has been acknowledged as a fundamental function for companies (e.g. Aaker & Shansby 1982: 56; Ambler et al. 2002: 13; Doyle 1990: 5; Gardner & Levy 1955; Grönroos 2007; Homer 2008; Keller 1993). A brand may be explained as an entirety of perceptions and feelings that consumers associate with a product/service recognized by a brand name. Included are aspects like distinctiveness (e.g., its packaging and logos), quality, performance, familiarity and user imagery (e.g. Batra, Ahuvia & Bagozzi 2012). Brands ...
Teil eines Buches
Identity and image dynamics – managing social exclusion in profitable way
(Publishing House of the University of Economics, 2015)
The above statement has long been established as the canonical view of economic reality, and it has only been a couple of years since we thoroughly started to contest and debate this world-view. Grasping this, we focus on two aspects about the above perception in detail: First, a suggestion to redefine the term ‘market’ in a more up-to-date fashion, second, the debunking of the suspicious correlation between ‘no money to spend’ and ‘no money to be made’.