Vertrauen als Gegenstand der ökonomischen Theorie

Der Beitrag vermittelt einen grundlegenden überblick über die Bedeutung des Vertrauens im Rahmen der ?konomischen Theorie. Zun?chst werden ausgew?hlte Ans?tze im Rahmen der betriebswirtschaftlichen Vertrauensforschung diskutiert. Um eine strukturierte Analyse zu erm?glichen, erfolgt eine differenzierte Betrachtung hinsichtlich der neoklassisch und institutionen?konomisch fundierten Perspektive einerseits sowie der sozio?konomischen Perspektive andererseits. Die Diskussion um den Stand der Forschung wird abgerundet durch einen überblick über empirische Ergebnisse der ?konomischen Vertrauensliteratur. Um noch offene Fragen im Rahmen der Forschung zu adressieren, werden im Anschluss die unterschiedlichen Objekte des Vertrauens analysiert, differenziert nach personalen Vertrauen und Systemvertrauen. Zum Abschluss gilt es die Verhaltensrisiken herauszuarbeiten, die mit Vertrauensbeziehungen einhergehen und die Grenzen des Vertrauens in Organisationen zu beleuchten.     

Versicherungsvertragliche Anzeigepflicht und Garantiehaftung für culpa in contrahendo

To sanction the insurant’s obligation to disclose the risk-relevant circumstances by the insurer’s exemption from performance does not comply with the ordinary pattern of pre-contractual liability. Instead of making the insurant responsible for the consequences of his breach of duty, the German Insurance Act subjects him to a guarantee which is comparable to the one imposed by the German Civil Code in the case of initial impossibility. The insurant has to guarantee that the facts which he did not, or at least not entirely, disclose do not cause any obligation of the insurer. The structure of this sanction is equivalent to the insurer’s so-called liability of performance. But contrary to the latter it can be justified by the specific importance of the insurant’s pre-contractual obligation of disclosure.     

Global marketing of industrial products: Are interpersonal relationships always critical?

The present paper examines the issue of whether interpersonal relationships are critical for global marketing of industrial products. The fields of relationship marketing, IMP group research, sales research, and network theory have stressed the importance of interpersonal relationships in the business-to-business or industrial marketing context. In contrast to this emphasis on interpersonal relationships, we argue that industrial firms can both conceive and enhance marketing strategies based on developing high quality and consistent processes, products, services or outcomes (consistent processes and outcomes). Such strategies are especially important given the fact that developing interpersonal relationships is expensive due to their reliance on frequent and/or face-to-face communications. In this paper, we examine industry and country contexts that lead to the choice of alternative industrial product marketing strategies and highlight some future research directions and managerial implications.     

Information,market power,and price volatility

We consider demand function competition with a finite number of agents and private information. We show that any degree of market power can arise in the unique equilibrium under an information structure that is arbitrarily close to complete information. Regardless of the number of agents and the correlation of payoff shocks, market power may be arbitrarily close to zero (the competitive outcome) or arbitrarily large (so there is no trade). By contrast, price volatility is always lower than the variance of the aggregate shock across all information structures. Alternative trading mechanisms lead to very distinct bounds as a comparison with Cournot competition establishes.     

Benefits of Cross‐sector Partnerships in Markets at the Base of the Pyramid

In this paper we analyze whether cross‐sector partnerships enable companies to respond to the specific conditions at the base of the pyramid (BOP). We develop three hypotheses in which we argue how cross‐sector partnerships support companies to face unfamiliar conditions in these markets. We test the developed hypotheses against the data of 103 companies operating in BOP‐markets. The results show that companies rely on organizations from the civil society sector in order to meet customer needs. Partners from the business sector are supportive when responding to restrictive market conditions. Institutional partnerships should be considered when companies aim at responding to the regulatory environment. We outline theoretical and managerial implications and reflect some limitations of the study. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment.     

Targeting in advertising markets: implications for offline versus online media

We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a different segment of consumers, and each medium is targeting a different audience. We characterize the competitive equilibrium in the advertising markets and evaluate the implications of targeting. An increase in targeting leads to an increase in the total number of consumer‐product matches, and hence in the social value of advertising. Yet, targeting also increases the concentration of firms advertising in each market. Surprisingly, we then find that the equilibrium price of advertisements is first increasing, then decreasing, in the targeting capacity. We trace out the implications of targeting for competing media. We distinguish offline and online media by their targeting ability: low versus high. As consumers’ relative exposure to online media increases, the revenues of offline media decrease, even though the price of advertising might increase.     

Collaborate at Home to Win Abroad: How Does Access to Local Network Resources Influence Export Behavior?

By drawing on the resource‐based view and on elements from social network theory, we use a sample of southern Brazilian small and medium‐sized furniture manufacturers to find evidence for the hypothesis that access to local network resources, facilitated by a firm's membership in an industry association, strongly predicts the propensity to export. Likewise, we find that a firm's local collaborative intensity is positively related to its export intensity and that both relations are moderated by the firm's distance from the local network's center. This study contributes to the literature on how local collaboration may facilitate overcoming export barriers.