Consumer Neuroscience und Neuromarketing - der Blick ins Kundenhirn

Nach wie vor mangelt es in weiten Teilen der K?uferverhaltensforschung an ganzheitlichen Theorien. Mit der Integration neurowissenschaftlicher Verfahren und Erkenntnisse in die Marketingforschung verbindet sich die Hoffnung, diese Lücke zu schlie?en. Diese Erwartung scheint berechtigt, wird aber oft auch überstrapaziert. Eine realistische Einordnung der neuen Forschungsrichtung erl?utert die jeweiligen Methoden und deren Einsatzm?glichkeiten in der Praxis, zeigt aber auch die Grenzen des Neuromarketing auf.     

Prozesskostenrechnung in der Nahrungsmittelindustrie — Erkenntnisse aus einer Machbarkeitsstudie — ieter Pfaff obias chneider

In der Praxis bestehen nach wie vor Bedenken gegenüber einer Einführung und Anwendung prozessorientierter Kostenrechnungen.     

The Impact of Deregulation during 1990–1997 on Banking in Austria

The operating environment for banking in Austriachanged substantially during 1990–1997. The changes during the periodcan be seen as a gradualadjustment towards adherence to European banking standards, which becamea legal requirement on Austria's entry, in 1995, into the European Union. Inthis paper, we investigate the relative performance of Austrian banksduring this period and thereby test the hypothesis of increasedcompetition. The study reveals that Aktiengesellschaften hadconsistent productivity improvement over the period, Sparkassen,and Volksbanken exhibited a turnaround in productivity in 1997,and Raiffeisenbanken experienced consistent productivity decline.Overall, Austrian banks experienced a decline in average efficiencyand productivity until 1996 with slight improvements in 1997. Thestudy reveals evidence of product diversification rather thanincreased price competition; a decrease in the spread of prices paidfor inputs indicates increased competitiveness over the period, whichcan be attributed to deregulation brought about by EU-membership.     

What makes businesses commit to nature conservation?

To halt the loss of biodiversity and ecosystem services, various actors including companies need to engage, but it is not yet clear what drives voluntary business commitments. We explore leverage points that might increase corporate action for conservation. We apply a structural equation model based on the theory of planned behaviour to analyse data from 618 German companies, collected through an online-survey in 2019. We show that a favourable attitude, driven by perceived business relevance and benefit prospects, fosters engagement. Perceived difficulties, such as lacking finances and knowledge, hinder the engagement. Customers, employees and the general public are presently the only stakeholder groups that drive corporate conservation engagement. Nevertheless, the expectation levels of virtually all stakeholders were found to be quite low and as such inadequate for the ecological crisis we face. We discuss how political will and goal setting can encourage more widespread business support for the natural environment.     

Schumpeter’s Idea of a Universal Social Science

This paper deals with methodological principles of Schumpeter’s academic writings. Those principles led Schumpeter to create diverse works and were reflected systematically in some of his writings, where Schumpeter emerged as a theorist of science. Besides working on specific topics, Schumpeter dealt systematically with methodological issues in different works. Schumpeter’s History of Economic Analysis, in particular, must be regarded as the one study among his diverse works which is considered not only his latest but also his most relevant analysis concerning social sciences and the role of economics in relation to sociology, history, and other academic branches. The substantial preface of the History of Economic Analysis can be regarded as a manual on how to refer to different academic branches and integrate them into a coherent universal social science, which is far removed from being an autistic, narrow economic science of some modern representation. Although Schumpeter’s History of Economic Analysis has been extensively printed in several editions, the idea is that the preface especially reveals somewhat neglected thoughts in Schumpeterian discourse. While Schumpeter is mostly regarded as a pioneer of evolutionary economics, this paper argues that Schumpeter could also, perhaps primarily, be interpreted as a well-reasoning institutionalist aiming at a universal social science. From today’s point of view, Schumpeter is a truly interdisciplinary theorist.     

Entrepreneurship and Independent Professionals: Social and Economic Logics

This study discusses stereotypes of entrepreneurship by looking at the overlapping areas of entrepreneurship, self-employment and professions. Professions are part of the category of self-employment and the study presents empirical findings drawn from a unique empirical dataset from Finland: a survey (N?=?733) including freelance journalists, translators, interpreters and artists at the blurred boundaries between waged work and entrepreneurship. Findings reveal that the professions are clearly different and the manifestations of entrepreneurship vary, reflecting the work and the labor market situation within the profession. Life and work situations of liberal professions cannot be interpreted in simple black-and-white schemes of winners and losers. Instead, many different socioeconomic situations can be found ‘in between,’ which are driven by different social logics. For entrepreneurship research, the study opens up new avenues by taking us beyond the push-pull dichotomy, which over-simplifies the decision to enter self-employment. The term entrepreneurship is often used in an undifferentiated way, and it easily generates myths and stereotypes which are challenged by the study. A narrower and more realistic view shows that there are diverse agents under the flag of entrepreneurship, who are usually not regarded as core entrepreneurs although they exist in everyday life.     

The Business Value of Process Flexibility

Promising to cope with increasing demand variety and uncertainty, flexibility in general and process flexibility in particular are becoming ever more desired corporate capabilities. During the last years, the business process management and the production/operations management communities have proposed numerous approaches that investigate how to valuate and determine an appropriate level of process flexibility. Most of these approaches are very restrictive regarding their application domain, neglect characteristics of the involved processes and outputs other than demand and capacity, and do not conduct a thorough economic analysis of process flexibility. Against this backdrop, the authors propose an optimization model that determines an appropriate level of process flexibility in line with the principles of value-based business process management. The model includes demand uncertainty, variability, criticality, and similarity as process characteristics. The paper also reports on the insights gained from applying the optimization model to the coverage switching processes of an insurance broker pool company.     

Social capital configuration, legal bonds and performance in buyer-supplier relationships

Academics have increasingly recognized the benefits derived from social networks embedded within companies’ buyer-supplier relationships. However, prior research has only examined the influence of social capital elements on performance, either individually or in part. We propose an integrative model examining the relationships among relational, structural and cognitive dimensions of social capital, and between these dimensions and the cost and innovation performance of the firm. A sample of 163 buyer-supplier relationships is used to test the model. Regression results indicate that the relational dimension of social capital fully or partially mediates the effect of the cognitive dimension on performance, and partially mediates the link between the structural dimension, operationalized as social interaction ties, and innovation performance. Further, high levels of legal bonds were found to moderate the relationship between the relational dimension of social capital and performance outcomes. Implications for theory and managers are discussed.     

An evolutionary multi‐objective optimization of trading rules in call markets

We evaluate an agent‐based model featuring near‐zero‐intelligence traders operating in a call market with a wide range of trading rules governing the determination of prices and which orders are executed, as well as a range of parameters regarding market intervention by market makers and the presence of informed traders. We optimize these trading rules using a multi‐objective population‐based incremental learning algorithm seeking to maximize the trading volume and minimize the bid–ask spread. Our results suggest that markets should choose a small tick size if concerns about the bid–ask spread are dominating and a large tick size if maximizing trading volume is the main aim. We also find that unless concerns about trading volume dominate, time priority is the optimal priority rule. Copyright © 2011 John Wiley & Sons, Ltd.     

An alternative method for identifying booms and busts in the Euro area housing market

This article develops a model-based method to detect booms and busts in the Euro area housing market. A model is constructed and tested, whereby the user cost rate, a demographic variable, unemployment rate, disposable income, debt-to-income ratio and housing stock are fundamental variables significantly explaining house price (HP) developments. Booms/busts are identified as episodes when the HP index exceeds the levels implied by those economic fundamentals. Furthermore, a cross-check with boom/bust episodes based on other methods is carried out to substantiate the results, while the ability of the model in predicting booms/busts in real time is also tested.