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排序方式: 共有73条查询结果,搜索用时 15 毫秒
41.
Advertisers need to optimize their efforts on social networks to engage consumers effectively. Existing literature on this topic has not yet explained how social network advertising (SNA) can be categorized into different content types and how to conceptualize and operationalize digital consumer engagement (DCE) in social networks. Thus, we derive seven content categories for social network advertising and a four-level model for DCE based on consumers' intermediate mind-set responses. We propose the impact of different SNA categories as an antecedent of DCE. Our results confirm a significant but unequal impact of at least four content categories on various engagement metrics. We therefore distill the successful content strategies and content attributes for specific types of engagement and confirm intermediate responses to advertising in a real market situation. 相似文献
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Malte Brettel Andreas Engelen Florian Heinemann 《Journal of International Entrepreneurship》2009,7(2):88-110
The present study examines the performance consequences of a market orientation for new entrepreneurial ventures in a globalized
world. We show that market orientation indeed positively impacts the performance of new entrepreneurial ventures, regardless
of their geographical setting. While market orientation turns out to be a general success factor in a globalized world, the
strength of the performance relationship however is contingent to the national culture as one major differentiator between
geographical settings. The effect turns out to be stronger in collectivist and high uncertainty avoidance cultures. Findings
are derived based on large samples with German and Thai new entrepreneurial ventures. Partial least square is applied as the
method of analysis.
相似文献
Florian HeinemannEmail: |
45.
The Effect of Family Involvement on Innovation Outcomes: The Moderating Role of Board Social Capital
Prof. Dr. David Bendig Dr. J. Nils Foege Dr. Stefan Endriß Prof. Dr. Malte Brettel 《Journal of Product Innovation Management》2020,37(3):249-272
Innovation is an essential and yet puzzling part of family firms’ strategic focus. While family firms are generally characterized as conservative regarding their research and development (R&D) activities, researchers have recently argued that family firms can still achieve innovation-based competitive advantages. Seeking to understand the link between family influence and the outcomes of innovation, we suggest that it is necessary not only to observe the depth of family involvement, but also to differentiate between technological inventions and market innovations. We further posit that the board members’ social capital constitutes an important contingency for this link. We, therefore, investigate the relationship between family involvement and two different outcomes: the number of the firm’s inventions and the market relevance of innovations. Our analysis of S&P 500 firms comprises 1.85 million patents and manual evaluations of 1774 product announcements. The results of our estimations suggest that family involvement is negatively related to the number of inventions and positively related to the market relevance of innovations. They further show that internal and external board social capital moderate the relationship between family involvement and the number of inventions. This study adds to the discussion about family firm innovation by using socioemotional wealth to explain heterogeneity in innovation patterns and revealing that relational resources derived from board social capital are crucial boundary conditions for families’ influence on technological inventions. Taken together, it works toward a more holistic view of innovation in family-influenced firms. 相似文献
46.
Andreas Engelen Malte Brettel Florian Heinemann 《Journal of Marketing Management》2013,29(5-6):515-547
Abstract There is widespread agreement in the marketing literature that newly founded and established mature companies have different perspectives on marketing. However, there is little comparative research in this respect. Therefore, the current research compares the antecedents and effects of a market orientation (MO) – as one major construct in marketing research – across organisational life-cycle stages, thereby integrating organisational life-cycle theory into MO research. Our hypotheses are based on the information-processing model of Tushman and Nadler (1978). In order to test these hypotheses, we conduct a survey-based empirical study of 252 new high-tech ventures. Our results show that the organisational life-cycle stage does indeed exert a moderating influence on the links between MO and its antecedents, and performance consequences. The implications for the market literature are discussed in detail. A map of possible future research topics is derived. 相似文献
47.
Malte Brettel 《Journal of Small Business Management》2014,52(3):407-426
Existing research on entrepreneurial orientation (EO) has concentrated on the organizational level but neglected the analysis of more fine‐grained effects of EO in organizations. This study applies the concept of EO to the departmental level and investigates the sales department's entrepreneurial orientation (SDEO) and salespeople's learning orientation (SLO) and these orientations' impact on sales performance. Using a survey of 268 small and medium‐sized enterprises, the authors find that SDEO is a key performance lever, whereas SLO only indirectly fosters sales performance through driving SDEO. Furthermore, informal controls and technological turbulence are found to be important drivers of SDEO and SLO. 相似文献
48.
Prof. Dr. Jan M. Pawlowski Prof. Dr. Markus Bick Prof. Dr. René Peinl Dr. Stefan Thalmann Prof. Dr. Ronald Maier Dipl.-Wirt.-Inf. Lars Hetmank Dipl.-Wirt.-Inf. Paul Kruse Malte Martensen Henri Pirkkalainen 《Business & Information Systems Engineering》2014,6(2):81-88
Knowledge management represents a key issue for both information systems’ academics and practitioners, including those who have become disillusioned by actual results that fail to deliver on exaggerated promises and idealistic visions. Social software, a tremendous global success story, has prompted similarly high expectations regarding the ways in which organizations can improve their knowledge handling. But can these expectations be met, whether in academic research or the real world? This article seeks to identify current research trends and gaps, with a focus on social knowledge environments. The proposed research agenda features four focal challenges: semi-permeable organizations, social software in professional work settings, crowd knowledge, and cross-border knowledge management. Three solutions emerge as likely methods to address these challenges: design-oriented solutions, analytical solutions, and interdisciplinary dialogue. 相似文献
49.
This paper examines the effect of the elements of top management's social capital on exploratory and exploitative learning and on the outcomes of new product development (NPD), as well as the interaction effects of these elements with external uncertainties. In so doing, the study follows prior research that calls for a fine-grained analysis of how top management's social capital can positively affect NPD outcomes. Large-scale survey data (675 firms) from the United States, Germany, and Australia are used to develop and empirically validate a theoretical framework. As hypothesized, elements of top management's social capital have positive, but not identical, effects on exploitative and exploratory learning. In addition, the effects of structural social capital on learning, as well as the effects of learning on NPD outcomes, are significantly moderated by the interplay of technology uncertainty and demand uncertainty. The research concludes with implications for theory and practice. 相似文献
50.
Farmers’ Adoption of Irrigation Technologies: Experimental Evidence from a Coordination Game with Positive Network Externalities in India 下载免费PDF全文
Electric irrigation contributes to food security in rural India, but deteriorating electrical infrastructures threaten the functioning of farmers’ pump sets. This problem could be solved through investments in energy‐efficient technologies. However, network externalities create a coordination problem for farmers. We develop a framed field experiment to study the effects of group size, leading by example, and payoff structures on the ability to coordinate technology adoption investments. The experiment is based on a game that combines features of a step‐level public goods game and a critical mass game. Our findings show that smaller groups more frequently coordinate on payoff‐superior equilibria and that higher payoffs lead to more investments. Contrary to previous studies, leading by example reduces investments but has no effect on efficiency. Building on this analysis, we discuss possible bottom‐up solutions to the energy crisis in rural India. 相似文献