Multi-channel-retailing und kundenbezogene erfolgsrechnung

Die Kombination von Online-Shops, station?ren Gesch?ften und Versandkatalogen versetzt den Einzelh?ndler in die Lage, seine Kunden an unterschiedlichen Orten zu unterschiedlichen Zeiten zu erreichen. Die Bearbeitung des Marktes mit m?glichst vielen Kan?len kann der Schlüssel zum Erfolg sein. Wissen die Multi-Channel-Retailer aber tats?chlich, welche Kan?le ihre Kunden nutzen und welche Kunden welchen Deckungsbeitrag liefern? Kann es sein, dass bestimmte Kunden nur oder überwiegend den elektronischen Kanal nutzen und mehr Handlungskosten als Rohertr?ge verursachen? Antworten hierauf bietet die kundenbezogene Erfolgsrechnung.     

Interview with Jean‐Philippe Courtois,CEO, Microsoft EMEA

Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in software, services, and Internet technologies for personal and business computing. One of the most successful corporations in the world by any standard of measurement, Microsoft EMEA (Europe, Middle East, and Africa) is highly committed to a vast and particularly varied region, with more than 12,000 employees and over 60 local offices delivering products and services in 139 countries across the region. Gabriele Suder interviewed Jean‐Philippe Courtois, CEO of Microsoft EMEA and senior vice president in the Microsoft Corporation, about the company's case at the European Commission, and about the significance of the European business environment to international operations. © 2005 Wiley Periodicals, Inc.     

Unsafe cycling behaviours and near crashes among Italian cyclists

This study investigates the direct and indirect effect of three types of unsafe behaviours (i.e. errors, generic violations and smartphone-specific violations) on the likelihood of near crashes and actual crashes among Italian cyclists. We considered smartphone-specific violations as a different unsafe behaviour subtype that enhances the probability of committing errors, thus increasing the likelihood of being involved in near crashes. Furthermore, we hypothesized that near crashes will predict actual crashes. Results revealed that errors predicted near crashes, whereas generic and smartphone-specific violations did not. Near crashes mediated the effect of errors on crashes. Moreover, smartphone-specific violations predicted crashes throughout its consecutive effects on errors and near crashes. These findings contribute to deepen our understanding of the relationship between cyclists’ unsafe behaviours, near crashes and actual crashes. To our knowledge, the present study is the first that links errors to near crashes among cyclists.     

Exploring the role of internationalization knowledge in fostering strategic renewal: A dynamic capabilities perspective

Internationalization knowledge (IK) is important to successfully enter and develop competitive strategies abroad. Yet, how IK is advanced and improved across the multinational enterprise (MNE), and how this contributes to the MNE’s strategic renewal is less understood. This analysis is based on an in-depth case study of Microsoft International to explore how IK is advanced, improved, and integrated across the enterprise. Our findings suggest that IK plays a critical role in fostering strategic renewal of an MNE. More specifically, sensing, seizing, and transforming capabilities jointly provide the necessary basis that enable IK to facilitate strategic renewal. We contribute to the literature by (1) explicating three categories of IK and their hierarchical relationship; (2) reveal how three distinct capabilities required by MNEs capture and integrate the three categories of IK across the enterprise; and, (3) offering that strategic renewal is triggered by routines based on the development and integration of IK.     

The perception of tourism in coffee-producing equatorial countries: An empirical analysis

Some scholars have emphasized the importance of food tourism in mature and certain emergent economies for growing consumption-related products (e.g., wine, beer, rice, and tea) and attempts have been made to study tourism levers and threats in developing economies. However, to the best of our knowledge, little research has been conducted on the potential development of tourism activities centered on coffee producers and their farms in equatorial countries to determine whether a coffee tourism market is developing in these locales and if this could enhance these countries’ brand perceptions. Thus, this study explores the antecedents of the perceptions, potentialities, attitudes, and behavior of tourists specifically with regard to coffee tourism and coffee cultivation visits. To achieve our goal, we employ a quantitative method involving a survey of potential tourists. Our findings indicate that while the effects of gender and age on the perceptions of coffee cultivation visits are not significant, the effects of coffee consumption and travel in coffee-producing countries are positive and significant. These findings help us draw some relevant theoretical and managerial implications.     

Why Do We Buy Traditional Foods?

Consumer behavior toward traditional specialties varies according to the cultural context of consumption. It thus becomes crucial to develop marketing strategies that target segments with different levels of familiarity with food. Our article purposes to analyze the purchase drivers of traditional foods known to consumers because of their reiterated consumption. The importance of the product’s attributes, the purchasing motivations, and the information channels are studied by applying the CUB model, which utilizes a probabilistic structure that simulates the individual’s psychological mechanism in adopting a choice of preference. The case study is that of extra-virgin olive oil in Italy, where this product is a fundamental element of the culinary tradition. The results show that in the ambit of traditional specialties, in contexts of elevated familiarity, the traditional information channels of marketing are less effective and call for strategies based on a more direct connection between consumer and producer.     

When a picture’s worth a thousand words: The effects of visual construal priming on information acquisition and choice

Individuals acquire information in an attribute- or alternative-based way depending on the construal level of the choice situation. This research contributes to the literature by showing that different information acquisition strategies can emerge not only as a function of the psychological distance from the object of evaluation but also through situational cues unrelated to the evaluation task, such as a visual priming. Furthermore, results show that which pattern of information acquisition is adopted in turn affects individual choices. While the literature has already found a direct effect of construal levels on choices, the present analysis supports the existence also of an indirect effect, mediated by the information acquisition pattern. Consequently, managers can implement simple tools, such as visual stimuli alongside the presentation of product-related information, to display information consistently with individuals’ construal levels, bearing in mind that the way consumers acquire information is a predictor of their choices.