Zeszyty czasopisma

Tom 14 (2022): Zeszyt 2 (November 2022)
Special Title: MarTech and SalesTech

Tom 14 (2022): Zeszyt 1 (May 2022)
Conscious Consumption

Tom 13 (2021): Zeszyt 2 (November 2021)
Brand Activism

Tom 13 (2021): Zeszyt 1 (May 2021)
The Dark Sides of Digital Marketing

Tom 12 (2020): Zeszyt 2 (November 2020)
The Reputation Economy

Tom 12 (2020): Zeszyt 1 (May 2020)
Crowd Innovation: Hype or Help

Tom 11 (2019): Zeszyt 2 (November 2019)
AI and the Machine Age of Marketing

Tom 11 (2019): Zeszyt 1 (May 2019)
The Future of Retailing

Tom 10 (2018): Zeszyt 2 (October 2018)
IoT - Consumers and the Internet of Things

Tom 10 (2018): Zeszyt 1 (May 2018)
Brand Risk Matters

Tom 9 (2017): Zeszyt 2 (November 2017)
The Connected Consumer

Tom 9 (2017): Zeszyt 1 (May 2017)
Digital Transformation

Tom 8 (2016): Zeszyt 2 (November 2016)
Marketing and Data Science

Tom 8 (2016): Zeszyt 1 (May 2016)
Responsible Marketing

Tom 7 (2015): Zeszyt 2 (November 2015)
Marketing Meets Product Design

Tom 7 (2015): Zeszyt 1 (May 2015)
Truly Accountable Marketing

Tom 6 (2014): Zeszyt 2 (November 2014)
Social Brand Engagement

Tom 6 (2014): Zeszyt 1 (May 2014)
Emotions in Marketing

Tom 5 (2013): Zeszyt 2 (November 2013)

Tom 5 (2013): Zeszyt 1 (May 2013)

Tom 4 (2012): Zeszyt 2 (November 2012)

Tom 4 (2012): Zeszyt 1 (May 2012)

Tom 3 (2011): Zeszyt 2 (November 2011)

Tom 3 (2011): Zeszyt 1 (May 2011)

Tom 2 (2010): Zeszyt 2 (November 2010)

Tom 2 (2010): Zeszyt 1 (May 2010)

Tom 1 (2009): Zeszyt 2 (November 2009)

Tom 1 (2009): Zeszyt 1 (May 2009)

Informacje o czasopiśmie
Format
Czasopismo
eISSN
2628-166X
Pierwsze wydanie
30 May 2019
Częstotliwość wydawania
2 razy w roku
Języki
Angielski

Wyszukiwanie

Tom 4 (2012): Zeszyt 2 (November 2012)

Informacje o czasopiśmie
Format
Czasopismo
eISSN
2628-166X
Pierwsze wydanie
30 May 2019
Częstotliwość wydawania
2 razy w roku
Języki
Angielski

Wyszukiwanie

8 Artykułów
Otwarty dostęp

Editorial

Data publikacji: 19 Jul 2014
Zakres stron: 4 - 5

Abstrakt

Otwarty dostęp

When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications

Data publikacji: 19 Jul 2014
Zakres stron: 8 - 15

Abstrakt

Abstract

In an effort to build long-term, profitable relationships, many companies systematically engage in multichannel relational communication - personalized messages sent to existing customers through various channels as part of a broader relationship marketing strategy. However, too much of a good thing might actually ultimately have a bad effect.Whether ongoing direct communication with customers is perceived positively depends on its volume, the mix of communication channels, and the alignment of those channels with customers’ preferences. There is an ideal level of communication. If it is exceeded, customers react negatively and this negative response can be exacerbated by the use of multiple channels. The ideal level differs depending on individual channel preferences. Aligning channels with customer preferences is advisable to optimize repurchase rates.

Słowa kluczowe

  • Multichannel Communication,Communication Mix
  • Direct Marketing
  • Relationship Management
  • Customer Reactance
  • Customer Repurchase
Otwarty dostęp

To Close or not to Close? Assessing the Impact of Outlet Closures on Retail Chains

Data publikacji: 19 Jul 2014
Zakres stron: 16 - 23

Abstrakt

Abstract

Retail chains often face tough competition and permanently seek to increase profitability. Closing outlets is a common strategy, even if knowledge about its implications is limited. Indeed, chain sales losses from store closure of a multi-outlet retailer operating multiple formats vary widely across outlets (ranging from less than 30 % to more than 80 % of the closed outlet’s revenue) and depend not only on the closed store’s format and distance to competitors, but also on the profile of its clientele and type of shopping trip. Analyzing these criteria helps to predict the magnitude of these losses for specific store closures using a new model. It offers guidance to retailers in deciding whether a particular store closure is beneficial to the chain or, if the objective is to prune an overly dense network, which of a set of local outlets is the best candidate for closure

Słowa kluczowe

  • Outlet Closure
  • Store Switching
  • Store Format Choice
Otwarty dostęp

I Will … Sooner or Later. Predicting Whether and When Consumers Intend to Adopt New Technologies

Data publikacji: 19 Jul 2014
Zakres stron: 24 - 28

Abstrakt

Abstract

Two of the most critical uncertainties associated with new technology introductions are whether and when the target market will adopt them. A new scale integrates cumulative time intervals and predicts adoption more accurately. Behavioral data collected during a two-year longitudinal study provides empirical evidence for its accuracy. The new measure outperformed two single-intent measures and achieved a hit rate of more than 80 % in predicting whether and when a cell-phone technology was adopted. Adoption likelihood can be estimated without actual sales data and thus be determined prior to the launch of a new product

Słowa kluczowe

  • Forecasting Methods
  • Technology Adoption
  • (Re-)Purchase Intentions
  • Innovation Management
Otwarty dostęp

Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior?

Data publikacji: 19 Jul 2014
Zakres stron: 29 - 31

Abstrakt

Abstract

Customers are increasingly buying package offerings that consist of a combination of goods and/or services. They often have the choice of purchasing either an available standardized, off-the-shelf package or a customized offering designed to match their specific preferences. The position espoused in many books on one-to-one marketing and customer relationship management is that everyone is attracted to the latter. However, recent research is starting to challenge the universal appeal of mass customization. This project investigates if the preference for either a customized or standardized offer depends on whether they are experts or rather inexperienced in the product category. It further sheds light on repurchasing after buying standardized or customized products and if retailer reputation makes a difference.

Słowa kluczowe

  • Consumer Behavior
  • Customization
  • Standardization
  • Retailing
  • Systems Selling
Otwarty dostęp

Sibling Rivalry: Estimating Cannibalization Rates for Innovations

Data publikacji: 19 Jul 2014
Zakres stron: 32 - 41

Abstrakt

Abstract

To evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the company’s other products, rather than drawing from competition or generating primary demand. A new model allows managers to estimate cannibalization effects and to calculate the new product’s net demand, which may be considerably less than its total demand. The new methodology is applied to the introduction of the Lexus RX 300 using detailed car transaction data. This case is especially interesting since the Lexus RX 300 was the first crossover SUV, implying that its demand could come from both the SUV and the Luxury Sedan categories. As Lexus was active in both categories, there was a double cannibalization potential. Indeed, demand is shown to originate from different sources and to vary over time. The results contain valuable insights for evaluating and managing brand extensions.

Słowa kluczowe

  • Innovation Management
  • Product Introduction
  • Cannibalization
  • Category Management
  • Line Extension
  • Response Models
  • Time Series Analysis
  • Dynamic Linear Models
Otwarty dostęp

Jetstar Airways: How Modeling Guided the Brand Migration Strategy of a Low-Cost Carrier

Data publikacji: 19 Jul 2014
Zakres stron: 42 - 51

Abstrakt

Abstract

This article describes the application of a dynamic choice model of consumer preferences. It supported Jetstar, a subsidiary of Australia’s leading airline, QANTAS, to effectively and profitably compete in the low-cost carrier marketplace. The evolution of the Jetstar strategy is traced from its initial position through to its efforts to attain price competitiveness and service parity. The model helped service design and pricing initiatives to shift the perceived performance of Jetstar relative to its competitors. It further indicated how the airline could move market preferences towards areas in which it had competitive advantage. The Jetstar market share went from 14.0 % to 18.1 % during the first five quarterly waves of the research, while profits went from US $ 79 million 2006 / 07, before the study was commissioned, to US $ 124 million in 2008 / 09. Today, Jetstar remains the only successful low-cost offshoot of a full service airline in terms of shareholder returns

Słowa kluczowe

  • Positioning
  • Price Competition
  • Segmentation
  • Bayesian Statistics
  • Airline Marketing
Otwarty dostęp

Creating Crystal Experiences MIR talks to Alexander Linder, Director Corporate Consumer and Market Insights (CCMI), Daniel Swarovski Corporation AG

Data publikacji: 19 Jul 2014
Zakres stron: 52 - 57

Abstrakt

Abstract

This issue’s interview leads us into the radiant world of crystals and glamour. For more than a century, Swarovski has been generating radiance through precision cutting technology and the virtuous handling of light. The company’s richness of expression is rooted in the cultural heritage of Central Europe and its flair for forging links between the arts, science, and business. Throughout the world today, the name Swarovski stands for craftsmanship, meticulousness, quality, and creativity. Alexander Linder, Director of Corporate Consumer and Market Insights, shares with us how the Swarovski company “adds sparkle to people’s everyday lives”, a promise Swarovski aims to deliver to its consumers.

Słowa kluczowe

  • Swarovski
  • Fashion
  • Crystal
  • Brand
  • Insights Generation
8 Artykułów
Otwarty dostęp

Editorial

Data publikacji: 19 Jul 2014
Zakres stron: 4 - 5

Abstrakt

Otwarty dostęp

When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications

Data publikacji: 19 Jul 2014
Zakres stron: 8 - 15

Abstrakt

Abstract

In an effort to build long-term, profitable relationships, many companies systematically engage in multichannel relational communication - personalized messages sent to existing customers through various channels as part of a broader relationship marketing strategy. However, too much of a good thing might actually ultimately have a bad effect.Whether ongoing direct communication with customers is perceived positively depends on its volume, the mix of communication channels, and the alignment of those channels with customers’ preferences. There is an ideal level of communication. If it is exceeded, customers react negatively and this negative response can be exacerbated by the use of multiple channels. The ideal level differs depending on individual channel preferences. Aligning channels with customer preferences is advisable to optimize repurchase rates.

Słowa kluczowe

  • Multichannel Communication,Communication Mix
  • Direct Marketing
  • Relationship Management
  • Customer Reactance
  • Customer Repurchase
Otwarty dostęp

To Close or not to Close? Assessing the Impact of Outlet Closures on Retail Chains

Data publikacji: 19 Jul 2014
Zakres stron: 16 - 23

Abstrakt

Abstract

Retail chains often face tough competition and permanently seek to increase profitability. Closing outlets is a common strategy, even if knowledge about its implications is limited. Indeed, chain sales losses from store closure of a multi-outlet retailer operating multiple formats vary widely across outlets (ranging from less than 30 % to more than 80 % of the closed outlet’s revenue) and depend not only on the closed store’s format and distance to competitors, but also on the profile of its clientele and type of shopping trip. Analyzing these criteria helps to predict the magnitude of these losses for specific store closures using a new model. It offers guidance to retailers in deciding whether a particular store closure is beneficial to the chain or, if the objective is to prune an overly dense network, which of a set of local outlets is the best candidate for closure

Słowa kluczowe

  • Outlet Closure
  • Store Switching
  • Store Format Choice
Otwarty dostęp

I Will … Sooner or Later. Predicting Whether and When Consumers Intend to Adopt New Technologies

Data publikacji: 19 Jul 2014
Zakres stron: 24 - 28

Abstrakt

Abstract

Two of the most critical uncertainties associated with new technology introductions are whether and when the target market will adopt them. A new scale integrates cumulative time intervals and predicts adoption more accurately. Behavioral data collected during a two-year longitudinal study provides empirical evidence for its accuracy. The new measure outperformed two single-intent measures and achieved a hit rate of more than 80 % in predicting whether and when a cell-phone technology was adopted. Adoption likelihood can be estimated without actual sales data and thus be determined prior to the launch of a new product

Słowa kluczowe

  • Forecasting Methods
  • Technology Adoption
  • (Re-)Purchase Intentions
  • Innovation Management
Otwarty dostęp

Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior?

Data publikacji: 19 Jul 2014
Zakres stron: 29 - 31

Abstrakt

Abstract

Customers are increasingly buying package offerings that consist of a combination of goods and/or services. They often have the choice of purchasing either an available standardized, off-the-shelf package or a customized offering designed to match their specific preferences. The position espoused in many books on one-to-one marketing and customer relationship management is that everyone is attracted to the latter. However, recent research is starting to challenge the universal appeal of mass customization. This project investigates if the preference for either a customized or standardized offer depends on whether they are experts or rather inexperienced in the product category. It further sheds light on repurchasing after buying standardized or customized products and if retailer reputation makes a difference.

Słowa kluczowe

  • Consumer Behavior
  • Customization
  • Standardization
  • Retailing
  • Systems Selling
Otwarty dostęp

Sibling Rivalry: Estimating Cannibalization Rates for Innovations

Data publikacji: 19 Jul 2014
Zakres stron: 32 - 41

Abstrakt

Abstract

To evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the company’s other products, rather than drawing from competition or generating primary demand. A new model allows managers to estimate cannibalization effects and to calculate the new product’s net demand, which may be considerably less than its total demand. The new methodology is applied to the introduction of the Lexus RX 300 using detailed car transaction data. This case is especially interesting since the Lexus RX 300 was the first crossover SUV, implying that its demand could come from both the SUV and the Luxury Sedan categories. As Lexus was active in both categories, there was a double cannibalization potential. Indeed, demand is shown to originate from different sources and to vary over time. The results contain valuable insights for evaluating and managing brand extensions.

Słowa kluczowe

  • Innovation Management
  • Product Introduction
  • Cannibalization
  • Category Management
  • Line Extension
  • Response Models
  • Time Series Analysis
  • Dynamic Linear Models
Otwarty dostęp

Jetstar Airways: How Modeling Guided the Brand Migration Strategy of a Low-Cost Carrier

Data publikacji: 19 Jul 2014
Zakres stron: 42 - 51

Abstrakt

Abstract

This article describes the application of a dynamic choice model of consumer preferences. It supported Jetstar, a subsidiary of Australia’s leading airline, QANTAS, to effectively and profitably compete in the low-cost carrier marketplace. The evolution of the Jetstar strategy is traced from its initial position through to its efforts to attain price competitiveness and service parity. The model helped service design and pricing initiatives to shift the perceived performance of Jetstar relative to its competitors. It further indicated how the airline could move market preferences towards areas in which it had competitive advantage. The Jetstar market share went from 14.0 % to 18.1 % during the first five quarterly waves of the research, while profits went from US $ 79 million 2006 / 07, before the study was commissioned, to US $ 124 million in 2008 / 09. Today, Jetstar remains the only successful low-cost offshoot of a full service airline in terms of shareholder returns

Słowa kluczowe

  • Positioning
  • Price Competition
  • Segmentation
  • Bayesian Statistics
  • Airline Marketing
Otwarty dostęp

Creating Crystal Experiences MIR talks to Alexander Linder, Director Corporate Consumer and Market Insights (CCMI), Daniel Swarovski Corporation AG

Data publikacji: 19 Jul 2014
Zakres stron: 52 - 57

Abstrakt

Abstract

This issue’s interview leads us into the radiant world of crystals and glamour. For more than a century, Swarovski has been generating radiance through precision cutting technology and the virtuous handling of light. The company’s richness of expression is rooted in the cultural heritage of Central Europe and its flair for forging links between the arts, science, and business. Throughout the world today, the name Swarovski stands for craftsmanship, meticulousness, quality, and creativity. Alexander Linder, Director of Corporate Consumer and Market Insights, shares with us how the Swarovski company “adds sparkle to people’s everyday lives”, a promise Swarovski aims to deliver to its consumers.

Słowa kluczowe

  • Swarovski
  • Fashion
  • Crystal
  • Brand
  • Insights Generation

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