The Effects of Shared Consumption on Advertising Effectiveness for Movies
Consumers frequently consume hedonic products together and make purchase decisions according to the presence of others. The authors hypothesize that the importance consumers attach to shared
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06/03/2014
• #Marketing
Advertising: The Effectiveness of Smaller Media and the Role of Self-Selection
In this study, we conduct a large-scale empirical investigation to quantify the sales elasticity of smaller advertising media, such as billboards and cinema, which have often been neglected in the
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06/03/2014
• #Marketing
Similarities and Differences in the Internationalization Patterns
In this paper we are going to conduct an exploratory research about the similarities and differences of the Uppsala, Born Global and Born Again Global models. We propose a pattern to explain these
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06/03/2014
• #Research and Development
A Meta-Analysis as a Tool for Improving Models of Export Promotion Programs
A meta-analysis is a strategic tool to be used in developing new models based on existing ones found in the literature. The implementation of a meta-analysis on the current models of export promotion
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06/03/2014
• #Government Policy
European Franchise Expansion into Latin America. Evidences from the Spanish Franchise System
Although the body on international marketing focuses on emerging markets is growing, the attention paid to the Latin American context continues to be very limited. In an attempt to enhance the
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06/03/2014
• #Globalisation
The Role of Employee Creativity and Attention-To-Detail in Product Innovation
Product innovation has been identified as the key to firms’ marketplace success. Yet, the failure rate for new product is high. Because of the high costs associated with new product development,
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06/03/2014
• #New Products and Services
What is the Appropriate Reward For Product Creativity During an Idea Generation Contest: Monetary, Reputational or Brand Feedback?
Idea generation contests are widespread when firms are looking for new ideas of products or services. Integrating the consumer into the new Product Development process is critical and community
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06/03/2014
• #New Products and Services
The Dual Role of Prior Ideas in Driving Creative Performance in Open Ideation Contests
We investigate the influence of prior ideas on solvers’ creative performance in online open ideation contests. In three lab studies and an empirical analysis of a large-scale dataset from a
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06/03/2014
• #Research and Development