Messung der Werbeeffizienz — Ein zweistufiger DEA-Ansatz

Zusammenfassung  Marketingmanager stehen zunehmend unter Druck, millionenschwere Werbeinvestitionen zu legitimieren. Die Data Envelopment Analysis (DEA) hilft Werbeeffizienz messbar zu machen. Das Verfahren erlaubt es, den mehrstufigen Transformationsprozess ausgehend von Werbeinvestitionen über psychografische Wirkungen bis zum ?konomischen Werbeerfolg ganzheitlich abzubilden. Auf diese Weise wird der Wirkungsprozess der Werbung nicht mehr als Blackbox betrachtet, sondern in der Effizienzbewertung berücksichtigt. Dr. Maik Hammerschmidt Wissenschaftlicher Assistent und Habilitand am Lehrstuhl für ABWL und Marketing II an der Universit?t Mannheim Prof. Dr. Hans H. Bauer Professor für Marketing an der Universit?t Mannheim sowie Wissenschaftlicher Direktor des Instituts für Marktorientierte Unternehmensführung der Universit?t Mannheim     

What constitutes a “good assortment”? A scale for measuring consumers' perceptions of an assortment offered in a grocery category

This research investigates how consumers form subjective judgments of what constitutes “a good grocery assortment”. By conducting three exploratory focus groups and a field study, we develop a multi-item scale that reflects consumers' cue utilization processes in forming perceptions of a grocery assortment. Our findings suggest that consumers use only a limited number of informational cues to form perceptions about four higher-level assortment dimensions: (1) the assortment's pricing, (2) its quality, (3) its variety, and (4) its presentation. In line with the attitude theory, we found that consumers integrate these higher-level assortment dimensions into a summary evaluation of the grocery category's attractiveness. Accordingly, we derive the grocery assortment perception (GAP) scale as a second-order construct composed of four first-order factors. Significant positive relationships between the GAP scale and customer satisfaction as well as loyalty intentions provide empirical support for the scale's predictive ability and nomological validity. In the last section of this article, we discuss how the GAP scale will support category managers in their assortment decisions and provide directions for further research.     

The case against foreign aid

In the words of the author: “The arguments of this article go counter to widely held notions. If they are shown to be wrong they will have to be reconsidered, but their unfashionable nature alone is no ground for doing so.” We believe that this article could be the beginning of a discussion on development policy.     

Unverzichtbar: Erfahrene Kollegen

Zusammenfassung  Arbeitskr?ftesituation in der Pflege — 2010 ist fast jeder dritte Erwerbst?tige über 50. Das betrifft auch die Pflegebranche. Die Ver?nderungen, die sich dadurch bei gleichzeitigem Nachwuchsmangel ergeben, werden allerdings bisher wenig diskutiert. Welche M?glichkeiten gibt es, dem Arbeitskr?ftemangel in der Pflege zu begegnen?     

Eastward enlargement—Benefits and costs of EU entry for the transition countries

The Central and East European transition countries are pinning considerable hopes for their economic future on entry into the European Union. However, given the huge amount of catching up they still have to do in economic terms, the tough entry conditions they have to meet and the limited amount of help the Union is willing to provide, it is questionable whether the benefits these countries will derive from entering the EU outweigh the corresponding substantial costs.     

南加州大学马歇尔商学院——隐藏的骚扰

由于公司性骚扰事件影响极其恶劣,所以许多公司对此的态度是决不姑息。我们研究发现,在公司里,还有各种各样的无礼行为（incivility）同样会造成很强的负面影响,但这些行为却很少受到重视。     

Demand estimation and market definition for broadband Internet services

This paper analyses residential demand for Internet access in Austria with a focus on broadband Internet connections. Austria has cable network coverage of about 50% and is, therefore, a good candidate to analyse the elasticity of demand for DSL where cable is available and where it is not. We also include mobile broadband via UMTS or HSDPA in our analysis and estimate various nested logit models to derive conclusions for market definition. The estimation results suggest that demand for DSL is elastic and that cable networks are likely to be in the same market as DSL connections both at the retail and at the wholesale level. We discuss possible implications for the regulation of wholesale broadband access markets. All views expressed are solely the authors’ and do not bind RTR or the Telekom-Control-Kommission (TKK) in any way nor are they official position of RTR or TKK.     

A critical comparison of tourism policies of Hong Kong and Singapore — an avenue to mutual learning

This study examines how mutual learning can potentially enhance the destination competitiveness and sustainability of Hong Kong and Singapore. By comparing the recent tourism policies of the two city states, and by interviewing key government officials, major industrial players, academic experts and representatives of international tourism organisations, it was found that both governments can learn from each other in various aspects. The Hong Kong government can learn from its Singapore counterpart the recognition and proactive support it provides to the industry, its visionary leadership, and its eagerness to learn. At the same time, the Singapore government can learn from Hong Kong in promoting entrepreneurship within the tourism industry. Copyright © 2008 John Wiley & Sons, Ltd.     

The Scientometrics of Social Entrepreneurship and Its Establishment as an Academic Field

This paper provides an overview of the state of art of research on social entrepreneurship and the establishment of this topic in the academic world. It uses scientometric methods in measuring the maturity of social entrepreneurship research. The empirical part reveals the exponentially growing number of papers, the institutionalization of social entrepreneurship in seven dimensions, the emergence of thematic clusters, and methodological issues. The paper makes concrete suggestions on how to overcome methodological challenges. Furthermore, we provide a ranking of the 22 most cited academic contributions in social entrepreneurship. Surprisingly, almost half of the most cited papers have not been published in journals but in books, raising doubts about the current (over‐)rating of journal publications.