Bounded Rationality Modeling

This paper deals with bounded rationality as a way to describe behavior and focuses on the question of how to build such boundedly rational models. The first part is a discussion of the reasons why such models are needed and on the situations in which they can be regarded as more particularly useful. The second part examines three strategies of research towards bounded rationality modeling which have emerged in the last ten years and weights them. The concluding remarks offer a first link between the respective typologies of strategies and of situations and calls for additional experimental work by marketing scientists and economists together.     

Stabileres Tarifvertragssystem durch Stärkung der Allgemeinverbindlicherklärung?

The declaration of the general binding of collective agreements plays a minor role in Germany compared to other European countries. In particular, the number of extended wage agreements has declined greatly over the last two decades. Because of the declining bargaining coverage, calls for a stabilisation of the collective bargaining system are increasing. In this context, the greater use of the extension mechanism could play an important role. This article analyses the historical development of the instrument and explains different proposals for reforming the extension mechanism put forward by political parties and trade unions.     

Memory Effects of Different Relational Links between Brands and Sponsored Events

Sport sponsorship is an important marketing communication tool, and stakes in sponsorship deals are high. Therefore, sponsors strive to ensure that their investments are effective and protected from competitors—that is, ambusher marketers’ attacks. Still, little is known about how ambush marketing affects sponsor identification and misidentification of ambushers as sponsors. This study investigates levels of sponsor and ambusher identification in three experimental settings, controlling for the presence/absence of an ambusher, communication modality, and response formats. A field study in the context of a large sports event demonstrates the external validity of the findings. The results provide evidence of a nondestructive interference of ambush marketing, indicating that ambush marketing does not necessarily harm sponsor identification. Misidentification of nonsponsors as sponsors occurs because of the indirect link established between the event and the company through ambush marketing, but not as a consequence of other communication activities by a competitor with no link to the event. Finally, a combined sponsor–ambusher perspective indicates that sponsors do not necessarily have a consistent “official sponsor” advantage over ambushers. Findings are discussed with emphasis on implications for sponsors, ambushers, and marketing researchers.     

Potenziale zur Erhöhung des regionalen Markenkerns im Stromvertrieb am Beispiel der regionalen Grünstromkennzeichnung gemäß EEG 2017

The regional green power labeling according to the EEG 2017 represents an extension of the possibilities for labeling green electricity. In this paper we investigate the extent to which the implementation of regional green power products using the green power labeling regime under the EEG 2017 can help to strengthen the regional brand core of German power marketers, and which is the best alternative for raising the regional brand core of these firms. To this end, the different options for green power marketing with regional reference are discussed in detail, and it is elaborated which additional marketing models are enabled through the regional green power labeling. Furthermore, the criteria are identified with which the various green power labeling models with regional reference—with respect to their potential to raise the regional brand core—ought to be compared with each other. The results from our analysis show that the regional green power labeling based on EEG 2017 can be used to systematically upgrade the options for the marketing of regionally generated electricity already in place before the EEG 2017 entered into force.     

Analysis of Environmental Efficiency Variation

In this article, we develop and implement a methodology for analyzing the sources of variation in environmental efficiency across producers. We formulate a two–stage model. In the first stage, we use stochastic frontier analysis to estimate both technical and environmental efficiency. In the second stage, we again use stochastic frontier analysis to regress estimated environmental efficiency scores against a variety of technology, physical environment, and management variables. In this stage we estimate the impact of each explanatory variable on environmental efficiency, and we derive conditional estimates of environmental efficiency from the one–sided error component. We illustrate our methodology with an empirical application to a panel of Dutch dairy farms. We find evidence of relatively low levels of environmental efficiency, and we find that environmental efficiency can be improved through a number of policy options, including the provision of farmers with more insight into the nutrient balance of their farms.     

Macroeconomic impacts of European union membership of central and eastern European economies

This paper examines the impact of an eastern enlargement of the European Union. This is modeled as an increase in total factor productivity and a decrease in the risk premium for the central and eastern European countries (CEECs). In particular, a multicountry model of the world economy is used to assess the direct effects and spillovers of these changes. Inflation targeting for the euro zone by the European Central Bank and alternative scenarios with respect to fiscal policy behavior in the CEECs are considered. According to these simulations, productivity effects are stronger than risk premium effects, and spillovers are small.