Incumbent Advertising Response to Market Entry: Exploring the Effect of Switching Costs in the Spanish Domestic Airline Sector
Growing overall competition, derived from both regulatory and structural changes, has promoted the study of incumbent reaction to market entry. Recently, the rise in low cost entry sector wide, has
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06/03/2014
• #Marketing
A Valid typology or Just Another two-By-two? Revisiting the Price-quality-Map
In scientific research, the price-quality-map has been used in several settings. However, the concept itself has not received a lot of attention by empirical researchers. To close this research gap,
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06/03/2014
• #Product Quality
How Brand Portfolio Diversity Can Mitigate Competitive Environment Effects on Firm Performance
In this paper, the relationship between a firm’s competitive environment and brand portfolio diversity is examined. Specifically, by adopting a strategic management stance, brand portfolio
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06/03/2014
• #Competitiveness
Brand Equity and Strategic human Resource Management: Can Companies Bask in the Glory of their Brands?
Research and practical observations indicate that applicants are attracted to strong brand companies as they assume that these companies invest in them on the basis of strategic human resource
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06/03/2014
• #Corporate Governance
Investigating The Effects Of Mailing Variables And Endogeneity On Mailing Decisions
Determining the optimal amount of mailings being sent to customers is crucial and requires the specification of relevant mailing variables. Therefore we distinguish different mailing types and sizes
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06/03/2014
• #Planning and Strategy Management
Determinants of Contract Plan Choice
Service providers frequently offer contract plans and bind consumers for the time of the con-tract length in return for a price discount. These contract plans differentiate between consum-ers who
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06/03/2014
• #Consumer Protection
Latent Growth Curve Analysis and Growth Mixture Models Applied to Automobile Consumers’ Satisfaction
Companies are very interested in obtaining reliable indicators about Consumer Satisfaction once a product has been purchased and used. This study analyzes consumer satisfaction with 130 models of
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06/03/2014
• #Customer Satisfaction
Customer-Centricity in Emerging Markets: 4a’S and Value Co-Creation
Success cases in emerging markets show firms that have adopted a customer-centric approach, embracing local differences and co-creating solutions with local actors. Meanwhile, failures often involve
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06/03/2014
• #Marketing