TY - THES A1 - Kerschensteiner, Klaus T1 - Verpackungssemiotik N2 - Klaus Kerschensteiner analysiert in seiner Dissertationsschrift (Universität Passau) Produktverpackungen als Zeichen und zeigt in diesem wichtigen Standardwerk für Hersteller und Verbraucher wie Verpackungen Bedeutungen vermitteln, wie diese als Werbebotschaften eingesetzt und optimiert werden können und sich als kommunikative Akte in ihren kulturellen Kontexten lesen lassen. Darüber hinaus stellt die Verpackungssemiotik ein methodisches Instrumentarium bereit, um nicht gewünschte Mitbedeutungen bei der Vermarktung von Produkten über Verpackungsdesign zu vermeiden. Neben Band 3/2017 der Schriften zur Kultur- und Mediensemiotik Online, Semiotik und Arbeitswelt, der schwerpunktmäßig die semiotische Analyse von Unternehmensnarrativen behandelt, ist dies die zweite VZKF-Publikation, die sich der Vernetzung von Wirtschaft und Semiotik widmet. T3 - Schriften zur Kultur- und Mediensemiotik | Online - 2019.6.0 KW - Mediensemiotik KW - Werbeträger KW - Markenkommunikation KW - Verpackungskodes KW - Multimodalität KW - Verpackung KW - Werbesprache KW - Semiotik KW - Textsemiotik KW - Medienwissenschaft KW - Kultursemiotik KW - Marketing Y1 - 2019 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-6393 UR - http://www.kultursemiotik.com/forschung/publikationen/schriftenreihe-online/skms-online-no-6-2019-verpackungssemiotik/ SN - 2364-9224 IS - 6 ER - TY - THES A1 - Heß, Nicole Jasmin T1 - Three Essays on New Challenges and Opportunities for Marketing in an Evolving Technological Environment N2 - Ongoing advancements in technology have significantly shaped the marketing landscape over the course of the last decades. Consequently, new technology-driven opportunities and challenges for marketing research and practice emerge. Those urge the need to redefine firm-based value propositions, to adapt business models, to place significant emphasis on topics such as innovation, design and strategy, but also to develop new knowledge and skill sets. In response to those changes, this dissertation addresses two major developments and related opportunities and challenges – namely, digitized retail environments and innovative, complex business models – in three different essays. Thereby, this dissertation contributes to a better understanding of the evolving relationship between marketing and technology. Essay 1 and Essay 2 address the increasing digitization of physical retail environments. Retailers embrace a plethora of retail technologies to facilitate activities and processes for creating, communicating and delivering value to consumers and to consequently improving physical retail stores. Essay 1 provides an integrated literature review on digital retail technologies’ impact on consumer behavior at physical retail stores. Thereby, Essay 1 adopts a shopping cycle based framework structured around distinct phases of consumer behavior to delineate and summarize findings from existing literature on the behavioral effects of retail technologies embraced by retailers. With the applied shopping cycle based framework, Essay 1 identifies specific gaps in extant literature relative to currently embraced practices of retail technology, but furthermore on emerging trends, which have the potential to reshape the retailing environment. Subsequently, an extensive research agenda is proposed to advance the next generation of knowledge development. With its integrated literature review and research agenda, Essay 1 contributes to research in the retail area, such as research on customer experience, shopper marketing and specifically on the role of technology in retailing. Essay 2 analyzes consumers’ response to one particular innovative retail technology and thus replies to future questions of the research agenda developed in Essay 1. Essay 2 analyzes the perceptions and consequences of attribute-based personalized advertising in physical retail stores, where other people are present and can see the personalized content. Essay 2 shows when and how social presence of others impacts consumers’ attitudes and behavioral intentions, as well as emotions, when exposed to personalized advertising. The findings of two experimental studies provide evidence, that the presence of others does not influence consumer response per se, but it interacts with personalization. Further, the results show that consumers’ negative response to personalized ads in the social presence of others is mediated by embarrassment and moderated by consumers’ congruity state (the extent to which the ad is consistent with the consumer’s self-concept). These findings offer new theoretical insights into how consumers respond to personalized advertising in the social presence of others, and thus advance marketing research on personalized advertising, digital displays, shopper marketing as well as research on customer experience. Further, the results disclose meaningful managerial implications for the application of new consumer tracking technology. Essay 3 addresses opportunities and challenges related to innovative, complex business models resulting from technological advancements. With customer orientation in free e-services, Essay 3 analyzes a strategically highly relevant phenomenon, which thus far has been neglected by prior research. Free e-services are characterized by the superiority of free costumers and interdependencies between free and paying customers. Essay 3 investigates how free e-service providers respond to those particularities in their customer orientation activities. Results from one qualitative and one quantitative study uncover, that only free-born providers, that from the outset strategically committed themselves to the free business model, possess customer orientation capabilities that match the particularities of free e-services. They use customer orientation toward one customer group to increase the satisfaction of the other simultaneously and, thus, are reaching their financial goals. Contrastively, laggards, that started with a non-free business model before launching their free e-service, do not exploit the full potential of customer orientation, as they focus too much on the paying customer group. These findings offer new theoretical insights for research on customer orientation, research on two-sided markets as well as on stakeholder marketing. Moreover, Essay 3 provides valuable and actionable insights for managers of free e-services. Taking a broader perspective, this dissertation advances marketing knowledge on technological innovation, new types of consumer data, strategy shifts, as well as new firm capabilities and managerial skill sets required in an age of disruption within the virtual, but also the physical world. By using a variety of methods including conceptual work, experiments, qualitative interviews as well as survey research, and furthermore by ensuring high practical relevance, this dissertation adds important perspectives to the evolving relationship between marketing and technology. KW - Digitalization KW - Retail Technologies KW - Opportunities and Challenges KW - Free E-Services KW - Marketing KW - Electronic Commerce KW - Digitalisierung KW - Einzelhandel Y1 - 2018 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-5395 ER - TY - THES A1 - Nagel, Christian T1 - Three Essays on the Marketing of Innovations BT - Community Collaboration, Strategy at Product Launch, and Customers’ Post-Adoption Experience of Really New Products N2 - Really new products frequently receive great academic, managerial and public attention, because they have the potential to change everybody’s lives. Our economic system fundamentally relies on creative destruction, i.e. the constant process by which innovations challenge established products. This tension between the new and the already existing in the end promises competitive advantage, but makes it difficult to successfully introduce product innovations to the market. Hence, companies strive to become better all along the innovation process, ranging from idea generation, to product launch, and customers’ post-adoption product experience. This dissertation addresses challenges along the product innovation process in three independent essays. Essay 1 focuses on members’ collaboration behavior in innovation forums. Many innovations at first are invented by users and later on get developed into products ready for the consumer market within firms’ R&D departments. Users are often the first to encounter novel needs and come up with ideas, concepts and even prototypes to satisfy them. Online forums are social spheres where hobbyists and professionals from all over the world meet to exchange their ideas about products and share their latest experiences. Hence, online forums represent incredibly rich resources to inspire companies’ ideation processes. Essay 1 investigates the social mechanism of member collaboration in innovation communities. Theory on creativity postulates that the interaction between the core and the periphery of social networks enables the communities’ innovative performance. Recent research showed that members from the periphery can boost their individual innovative performance via exchanging with the community core. However, we still do not know why core members assist peripherals. Essay 1 reveals that core members benefit from exchanging with members from the periphery throughout increasing their own influence as experts among peers in the core. The identified mechanism can be used to select the right candidates for co-creation workshops. Essay 2 identifies a product launch strategy for innovations which are both, radical and disruptive. The successful launch of radical and disruptive innovations is a difficult challenge, because their radical newness provokes consumers’ uncertainties. Furthermore, because of their disruptiveness, at the time of product launch those innovations are perceived to be inferior regarding their primary functionality compared to established products, although their performance in general is fully sufficient to satisfy consumers’ actual needs. A means to address the perceived inferiority is to add a feature to the innovation which offers a functional surplus by means of existing technology. Essay 2 shows that simultaneously introducing the innovation and a functionally modified version thereof increases consumers’ adoption intentions. Furthermore, consumers who opted for the modified, but more expensive version are not dissatisfied with their choice in the long run, although they do not need the additional performance from an objective point of view. Essay 2 contributes insights regarding the causes and consequences of this new product launch strategy to the theory of radical and disruptive innovations. The findings of this essay are highly relevant to managers, because they show how this strategy can be implemented in practice to lower the failure rate of really new products at product launch. Innovation research to date is rich on evidence regarding the determinants of consumers’ adoption decisions. However, perhaps due to questions of data accessibility, insights of consumers’ post-adoption product evaluation are still scarce. Hence, essay 3 shifts the focus beyond product adoption to investigate the interplay of early adopters’ experienced utility, perceived aesthetic value and attitude toward the product in the long-run. Findings show that the perceived aesthetic value creates a halo effect in the post-adoption phase, such that the influence of early adopters’ experienced utility on attitude gets weaker, the more positively they evaluate the innovations’ aesthetics over time. Furthermore, the halo effect only tempers the relationship between experienced hedonic utility and attitude when consumers are characterized by innate consumer innovativeness. Managers should see the products’ form not only as a means to increase purchase intentions, but understand that aesthetic value offers the potential to shape consumers’ long term attitude toward the product, which in turn is an important driver for word of mouth behavior. A high score on the trait innate consumer innovativeness is an appropriate criterion for the selection of users for design co-creation. KW - Produktinnovation KW - Innovationsmanagement KW - Marketing Y1 - 2017 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-5031 ER - TY - THES A1 - März, Armin T1 - Three Essays on Understanding Mobile Consumer Behavior: Business Models, Perceptions, and Features N2 - For about a decade, consumers have been carrying the Internet in their pockets. The rapid penetration of modern smartphones has meant that more than two-thirds of the people in the West can access and use online resources, anytime and anywhere. Consumers also can communicate and share their consumption experiences instantaneously. Platforms reach users for time-critical events through highly personal communication channels, in the sense that smartphones serve as constant companions. Many mobile applications and their basic services and contents also are available for free. The digital and mobile worlds thus are changing the very means of communication, suggesting the powerful need for marketing research and practice to find the opportunities and meet the challenges of the mobile Internet. In particular, scientific investigations are required to describe new business models in the free e-service industry and the consumer behavior affected by mobile features. This thesis examines these topics in three essays. Study 1 considers business models that offer their services without charge. Offering services for free is symptomatic of not only mobile apps (90% of all apps are available for free) but the digital economy in general. For companies offering free e-services, this situation raises several important questions, in that, without any access device restrictions, how do customers of free e-services contribute value without paying? What are the nature and dynamics of nonmonetary value contributions by nonpaying customers? With a literature review and interviews with senior executives of free e-service providers, Study 1 presents a comprehensive overview of nonmonetary value contributions in the free e-service sector, including word of mouth, co-production, and network effects. Moreover, adding attention and data into this framework reveals two further aspects that have not been addressed in prior customer value research. By putting the findings in the context of the existing literature on customer value and customer engagement, this study sheds light on the complex processes of value creation in the emerging e-service sector, while advancing marketing and service research in general. Study 2 deepens the findings from the first study; specifically, the focus is on the way that mobile users co-produce content and how this contribution is perceived by recipients in the network. With field data and a scenario experiment, this study demonstrates that recipients appreciate mobile-generated customer reviews fundamentally differently from other reviews. In particular, they discount the helpfulness of mobile reviews, due to their text-specific content and style particularities. The very fact that a review has been identified as written on a mobile device also lowers recipients’ perceptions of its value. Recipients use information about the device as a source cue to assess their compatibility with the review contribution channel. If they perceive themselves as compatible with the method used to generate the review (mobile or non-mobile), recipients regard the review as more helpful, because they attribute the review to the quality of the reviewed subject. If they perceive it as incompatible though, recipients assume that the review reflects the personal dispositions of the reviewer and discount its helpfulness. Finally, Study 3 takes up the attention and cross-market network effects in a mobile setting; these were two nonmonetary dimensions identified by Study 1. Platform providers should develop measures to draw the attention of nonpaying customers to the offers of their paying customers. One attention-grabbing mobile-specific feature is push notifications to the device, which provide information about temporally or spatially relevant events. More concretely, Study 3 investigates how mobile push notifications remind users of upcoming deadlines in online auctions and therefore improve late bidding success. Late bidding is a prevalent strategy, in which bidders submit their bids at the very end of an online auction. This research uses field data about an online auction platform to demonstrate that late bidders use these mobile push notifications more frequently than do bidders with different bidding patterns. Within the group of late bidders, the chance to win an auction increases with their use of push notifications. After a mobile push notification, late bidders submit bids through mobile devices but also through non-mobile channels. Less experienced late bidders also benefit from push notifications, which increase their chances of success. In summary, this dissertation contributes to an enhanced understanding of mobile consumer behavior by using various methods, including qualitative interviews, field observations, and online experiments. From a theoretical perspective, it contributes to current knowledge about nonmonetary costumer value contributions in general and their role in mobile settings in particular. This thesis highlights the role of mobile devices in co-production and perceptions of co-produced content. It also reveals how mobile-specific interactive features, like push notifications, affect late bidding efficiency. Therefore, it specifies the role of mobile devices in cross-market effects, in that they enable the platform to direct the relationship between buyers and sellers. The insights presented herein encourage managers to reevaluate their current practices, think about whether they should label co-produced content as generated through a mobile channel or not, and contemplate whether to develop mobile push notifications as helpful features for users (not as intrusive marketing messages). KW - E-Services KW - Mobile KW - Internet KW - Consumer Behavior KW - Marketing KW - Mobiles Internet KW - Verbraucherverhalten Y1 - 2016 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-3948 ER - TY - THES A1 - Anderl, Eva T1 - Three Essays on Analyzing and Managing Online Consumer Behavior T1 - Drei Studien zu Analyse und Management von Online-Konsumentenverhalten N2 - Over the last two decades, the Internet has fundamentally changed the ways firms and consumers interact. The ongoing evolution of the Internet-enabled market environment entails new challenges for marketing research and practice, including the emergence of innovative business models, a proliferation of marketing channels, and an unknown wealth of data. This dissertation addresses these issues in three individual essays. Study 1 focuses on business models offering services for free, which have become increasingly prevalent in the online sector. Offering services for free raises new questions for service providers as well as marketing researchers: How do customers of free e-services contribute value without paying? What are the nature and dynamics of nonmonetary value contributions by nonpaying customers? Based on a literature review and depth interviews with senior executives of free e-service providers, Study 1 presents a comprehensive overview of nonmonetary value contributions in the free e-service sector, including not only word of mouth, co-production, and network effects but also attention and data as two new dimensions, which have been disregarded in marketing research. By putting their findings in the context of existing literature on customer value and customer engagement, the authors do not only shed light on the complex processes of value creation in the emerging e-service industry but also advance marketing and service research in general. Studies 2 and 3 investigate the analysis of online multichannel consumer behavior in times of big data. Firms can choose from a plethora of channels to reach consumers on the Internet, such that consumers often use a number of different channels along the customer journey. While the unprecedented availability of individual-level data enables new insights into multichannel consumer behavior, it also makes high demands on the efficiency and scalability of research approaches. Study 2 addresses the challenge of attributing credit to different channels along the customer journey. Because advertisers often do not know to what degree each channel actually contributes to their marketing success, this attribution challenge is of great managerial interest, yet academic approaches to it have not found wide application in practice. To increase practical acceptance, Study 2 introduces a graph-based framework to analyze multichannel online customer path data as first- and higher-order Markov walks. According to a comprehensive set of criteria for attribution models, embracing both scientific rigor and practical applicability, four model variations are evaluated on four, large, real-world data sets from different industries. Results indicate substantial differences to existing heuristics such as “last click wins” and demonstrate that insights into channel effectiveness cannot be generalized from single data sets. The proposed framework offers support to practitioners by facilitating objective budget allocation and improving team decisions and allows for future applications such as real-time bidding. Study 3 investigates how channel usage along the customer journey facilitates inferences on underlying purchase decision processes. To handle increasing complexity and sparse data in online multichannel environments, the author presents a new categorization of online channels and tests the approach on two large clickstream data sets using a proportional hazard model with time-varying covariates. By categorizing channels along the dimensions of contact origin and branded versus generic usage, Study 3 finds meaningful interaction effects between contacts across channel types, corresponding to the theory of choice sets. Including interactions based on the proposed categorization significantly improves model fit and outperforms alternative specifications. The results will help retailers gain a better understanding of customers’ decision-making progress in an online multichannel environment and help them develop individualized targeting approaches for real-time bidding. Using a variety of methods including qualitative interviews, Markov graphs, and survival models, this dissertation does not only advance knowledge on analyzing and managing online consumer behavior but also adds new perspectives to marketing and service research in general. N2 - Das Internet hat die Interaktion zwischen Unternehmen und Kunden grundlegend verändert. Die Etablierung eines interfähigen Marktumfelds bringt neuartige Herausforderungen für Marketingforschung und -praxis mit sich. Dazu zählt die Entstehung von innovativen Geschäftsmodellen ebenso wie eine Vervielfachung der verfügbaren Marketingkanäle und eine bislang unbekannte Fülle an Daten. Die vorliegende Dissertation untersucht diese Herausforderungen in drei unabhängigen Studien. KW - Internet KW - Kaufverhalten KW - Marketing KW - Verbraucherverhalten KW - Kundenwert KW - Internetdienstleistungen KW - Internet KW - Marketing KW - Consumer Behavior KW - Customer Value KW - E-Services Y1 - 2014 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus-27453 ER - TY - THES A1 - Pescher, Christian T1 - Social Networks in New Product Forecasts and Marketing T1 - Soziale Netzwerke in Neuproduktprognose und Marketing N2 - Consumers interact with each other and within their social networks. Influentials have an overproportional influence on other consumers’ preferences and choices, thus having relevant implications for product development, marketing planning and strategic marketing. An important question that previous research has not analyzed yet, is whether and how to capture their influence on other consumers in preference-based market forecasts. This study analyzes these aspects for a representative sample of the German mobile phone market. It finds that assigning higher weights to the preferences of influentials significantly increases forecast accuracy. Other chapters of this thesis analyze the role of brokers in consumer networks and the decision process seeding points in viral marketing campaigns. N2 - Konsumenten interagieren miteinander innerhalb ihrer sozialen Netzwerke. Influentials haben einen überdurchschnittlichen Einfluss auf die Präferenzen und Auswahlentscheidungen anderer Konsumenten. Dies hat relevante Implikationen für die Produktentwicklung, Marketingplanung und das strategische Marketing. Eine relevante Frage, die durch bisherige Forschung noch nicht analysiert wurde, besteht darin, ob und wie man den Einfluss der Influentials auf andere Konsumenten in präferenzbasierten Marketingprognosen berücksichtigen kann. Diese Studie untersucht diese Fragestellung anhand einer repräsentativen Stichprobe von Konsumenten des deutschen Mobilfunkmarktes. Sie findet heraus, dass eine Höhergewichtung der Präferenzen von Influentials die Prognosegenauigkeit signifikant verbessert. Andere Kapitel dieser Dissertation analysieren die Rolle von Brokern, d.h. von Konsumenten in grenzüberschreitenden Positionen in sozialen Netzwerken, in Konsumentennetzwerken und den Entscheidungsprozess von Seeding Points in viralen Marketingkampagnen. KW - Marketing KW - Soziales Netzwerk KW - Prognose KW - Interaktion KW - Neuproduktprognose KW - Virales Marketing KW - Social Networks KW - New Product Forecasts KW - Viral Marketing Y1 - 2011 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus-24348 ER - TY - THES A1 - Soukhoroukova, Arina T1 - Produktinnovation mit Informationsmärkten T1 - Product innovation with Information Markets N2 - Der Inhalt der Dissertation ist die methodische Entwicklung und empirische Validierung von Informationsmärkten als eine neue innovative Methode zur Neuproduktentwicklung. Ein Informationsmarkt ist ein virtueller elektronischer Markt, auf dem Ausgänge zukünftiger Ereignisse in Form virtueller Aktien gehandelt werden können. Die bisherigen Anwendungen haben sich primär auf Prognosefragestellungen in naher Zukunft konzentriert; die Dissertation erweitert den Fokus auf mittelfristige Prognosezeiträume in der Neuproduktentwicklung. Hierfür werden methodische Designerweiterungen erarbeitet, die in mehreren empirischen Labor- und Feldstudien validiert werden. Insgesamt besteht die Dissertation aus fünf selbstständigen Aufsätzen: - Aufsatz 1 stellt einen Überblick über die Funktionsweise und zukünftige Einsatzbereiche der Informationsmärkte dar. - Aufsatz 2 erarbeitet die Anforderungen an die Software und beschreibt eine konkrete Implementierung. - Aufsatz 3 diskutiert die Einsatzmöglichkeiten von Informationsmärkten in den einzelnen Stufen des Neuproduktentwicklungsprozesses. In einer empirischen Studie werden die Ergebnisse mit einem traditionellen Marktforschungsverfahren verglichen. - Aufsatz 4 erarbeitet neue Designmöglichkeiten von Informationsmärkten zum Einsatz in der Phase der Ideengenerierung und -bewertung. In einer Feldstudie, die in Kooperation mit einem Technologieunternehmen durchgeführt wird, erfolgt die Bewertung des Einsatzes von Informationsmärkten. - Aufsatz 5 analysiert die Verwendung von Informationsmärkten bei Produktkonzepttests mit vielen verschiedenen Produktattributen. Dabei werden neuartige experimentelle Designs entwickelt, um die Skalierbarkeit der Anwendung zu kontrollieren und um verschiedene Typen von Produktattributen als virtuelle Aktien zu modellieren. Insgesamt werden zahlreiche empirische Labor- und Feldstudien durchgeführt. Ein Teil findet in den USA statt, an der sich MBA-Studierende sowie Manager und Ingeniere eines US-Handy-Hardware-Herstellers und alle Mitarbeiter eines international agierenden Technologieunternehmens beteiligen. KW - Marketing KW - Innovationsmanagement KW - Marktforschung KW - Informationsmärkte KW - Marketing Instrumente KW - Collective Intelligence KW - Marketing Research KW - Information markets KW - collective intelligence KW - Ideengenerierung Y1 - 2007 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus-6514 ER -