„Innovative Kunden fordern innovative Forschung“

Um den aktuellen Wettbewerbsherausforderungen gerecht zu werden, müssen nicht nur Hersteller und H?ndler Innovationsgeist zeigen. Auch Marktforschungsinstitute müssen sich auf neue Entwicklungen einstellen und sich mit neuen Messverfahren und statistischen Methoden auseinandersetzen. Dabei kommt es neben der laufenden Methoden- und Produktentwicklung v. a. auf eine intelligente Aufbereitung der Daten an. Wir sprachen mit Prof. Dr. Klaus Wübbenhorst, Vorstandsvorsitzender der GfK AG, über Herausforderungen und Entwicklungen im Umfeld eines Marktforschungsinstituts.     

Genetically Modified Food Market Participation and Consumer Risk Perceptions: A Cross-Country Comparison

As developing nations look to become more competitive in world agricultural markets, genetically modified (GM) crops are one avenue of pursuit. However, fears of primary export market loss, negative media attention, and adverse government regulations often hinder GM crop implementation and increase GM food risk perceptions among domestic consumers. In this study we analyze consumer surveys of GM food purchase propensity conducted in the developing countries of Romania and China. Through the examination of marginal effects and the drivers of purchase propensity, we find that in spite of demographic and psychographic similarities, consumer willingness to purchase GM foods is quite different between the two samples. Consumer preferences are largely dependent on risk perceptions, which are high in the Romanian sample, but low in the Chinese sample. Additionally, the effect of regressors on GM purchase propensity is invariant across foods in Romania, but distinctly different across foods in China, possibly due to the stated nutritional enhancement (vitamin A) in GM rice. Comme les pays en développement cherchent à devenir plus concurrentiels sur les marchés agricoles mondiaux, les cultures génétiquement modifiées (CGM) constituent une avenue. Cependant, la crainte de perdre les principaux marchés d'exportation, l'attention médiatique négative et les règlements gouvernementaux défavorables retardent souvent l'ensemencement de CGM et augmentent la perception des risques liés aux aliments génétiquement modifiés (AGM) chez les consommateurs nationaux. Dans la présente étude, nous avons analysé des enquêtes auprès des consommateurs sur la propension à acheter des AGM dans les pays en développement, notamment la Roumanie et la Chine. En examinant les effets marginaux et les facteurs de propension à acheter, nous avons trouvé que, malgré des similarités démographiques et psychographiques, la volonté des consommateurs à acheter des AGM variait considérablement dans les deux échantillons. Les préférences des consommateurs dépendent grandement de la perception des risques, qui était élevée dans l'échantillon de la Roumanie et faible dans l'échantillon de la Chine. De plus, l'effet des variables indépendantes sur la propension à acheter des AGM était invariant pour tous les aliments en Roumanie, mais distinctement différent entre les aliments en Chine, probablement en raison de l'enrichissement nutritionnel déclaré (vitamine A) du riz génétiquement modifié.     

Relating Context Variables to Participative Budgeting and Evaluative Use of Performance Measures: A Meta‐analysis

Extant findings regarding how context variables relate to participative budgeting and the evaluative use of accounting performance measures (APM) are contradictory. Unlike previous reviews of such findings, this empirical article uses a meta‐analysis to examine the relations of context variables with participative budgeting or evaluative use of APM to determine (i) how the variables relate and (ii) which factors might cause between‐correlation variance, such as statistical artefacts or moderating influences of variable measures, sample selection, or industry differences. All meta‐analyses are based on rather small samples. Three groups of context variables emerge. First, some relate significantly and homogeneously to participative budgeting or evaluative use of APM; these direct relations should be considered explicitly in further studies. Second, for some variables, the relations are homogeneous but not significant, such that they are neither simple nor direct. Third, substantial variance exists in the correlations for some context variables; these relations are contingent on other influences. Industry differences and sample selection explain some inconsistencies in exploratory moderator analyses and should receive additional research attention.     

Oil prices decline as concerns about supplies lessen

Expectations of shorter oil supplies in the case of a war in the Middle East pushed crude oil prices upwards for many months, but in March prices started to fall significantly even before the war against Iraq had started. Does the price peak lie behind us, and can oil consumers even hope — after the war — for a prolonged period of low oil prices?     

Vom Kundenvorteil über die Value Proposition zum KKV

Im Marketing wird eine Reihe von theoretischen Konstrukten diskutiert, die die Interpretation des Marketings als Konzept der marktorientierten Unternehmensführung operationalisieren soll. Nettonutzenvorteil, Kundenvorteil, Komparativer Konkurrenzvorteil (KKV) oder Unique Selling Proposition (USP) sind Beispiele für solche Konstrukte. In neuerer Zeit hat der Value-Ansatz ein neues Konstrukt hervorgebracht: die Value Proposition. Der Beitrag diskutiert, in welchem Zusammenhang das Konstrukt der Value Proposition zu den oben genannten Konstrukten steht. Dabei wird deutlich, dass die Value Proposition vor allem die monet?re Bewertung von Kundenvorteilen herausstellt.     

Measuring experienced emotions during service recovery encounters: construction and assessment of the ESRE scale

The role of emotions is increasingly gaining attention as a central element in understanding customer evaluations of service failure and recovery experiences. Despite the importance of emotions for service organizations, however, empirical investigations of customers’ emotional response to service recovery encounters remain scarce. A reason for this has been the absence of a valid and reliable measurement instrument for analyzing and comparing the emotions associated with different recovery experiences. Addressing this issue, the current paper presents the development and validation of a new scale specifically designed to measure experienced emotions during service recovery encounters (ESRE). The results show that the ESRE scale is a valid and reliable instrument, which should be helpful for empirically studying the role of emotional responses to service failure and recovery encounters.

Exploring Electronic Word-of-Mouth (eWOM) in The Consumer Purchase Decision-Making Process: The Case of Online Holidays – Evidence from United Kingdom (UK) Consumers

This study explores the role of electronic word-of-mouth (eWOM) in the consumer decision-making process when purchasing a holiday. Using an ethnographic approach, it explores the role of eWOM on consumers’ attitudes toward online reviews (eReviews) and their subsequent behavior. Across the consumer decision-making processes – information search, evaluation, and purchase – the study develops a conceptual framework with three eWOM dimensions: (1) motivation, (2) source, and (3) content. Findings explore the variations of eWOM’s influence across the decision-making stages with implications for theory and practice. The study further highlights implications for segmentation practices in the tourism industry.     

Governance, organizational capabilities, and restructuring in transition economies

This paper focuses on the links between governance, firm capabilities and restructuring following the large-scale privatization process in Central and Eastern European transition economies using an integrative approach. Restructuring in these countries has been motivated by political and institutional changes and less so by market forces. Accordingly, political processes have produced political solutions such as “give-away” privatizations to insiders. These privatizations, in contrast to divestitures to outside owners, have realized less substantive restructuring because non-market incentives, such as too much managerial equity ownership, have created managerial entrenchment. In addition, we propose a connection between governance and organizational learning suggesting that learning is inhibited by excessive managerial ownership and lack of board knowledge regarding its oversight function. Furthermore, this entrenchment and poor board functioning may be perpetuated in financial-industrial groups, which have emerged as substitutes for market intermediaries in emerging economies. Thus, we propose that outside ownership involvement and the development of organizational capabilities may facilitate restructuring in the Central and Eastern European context. Our theoretical arguments are supported by case study evidence from transition economies.