Customer segmentation using unobserved heterogeneity in the perceived-value–loyalty–intentions link

Multiple facets of perceived value perceptions drive loyalty intentions. However, this value–loyalty link is not uniform for all customers. In fact, the present study identifies three different segments that are internally consistent and stable across different service industries, using two data sets: the wireless telecommunication industry (sample size 1122) and the financial services industry (sample size 982). Comparing the results of a single-class solution with finite mixture results confirms the existence of unobserved customer segments. The three established segments are “rationalists”, “functionalists” and “value maximizers”. These results point the way for value-based segmentation in loyalty initiatives and reflect the importance of a multidimensional conceptualization of perceived value, comprising cognitive and affective components. The present results substantiate the fact that assuming a homogeneous value–loyalty link provides a misleading view of the market. The paper derives implications for marketing research and practice in terms of segmentation, positioning, loyalty programs and strategic alliances.     

Managing supplier sustainability risks in a dynamically changing environment—Sustainable supplier management in the chemical industry

Varying definitions and interpretations of sustainability standards have become a major concern for purchasing and supply management (PSM). As the foremost interface to an increasingly global supply base, PSM plays an important role in the mitigation of sustainability-related risks. By conducting responsible purchasing and supplier management, the risk of corporate reputational damage to the buying firm, caused by supplier misconduct, can be avoided. However, resources for effective risk-mitigation are limited and the applicability of supply risk assessment and supplier assessment methods have not been evaluated for sustainability. In this paper, we explore how leading PSM functions identify, assess, and treat supplier sustainability risks and elaborate on the integration of sustainability risk management in supplier management processes. Based on the findings from a multiple case study in the chemical industry and by drawing on the dynamic capabilities view (DCV), we propose that mature and sustainable supplier management capabilities are a source of competitive advantage in terms of lower exposure to reputational risks and enhanced operational performance.     

Flexpatriate assignments: a neglected issue in global staffing

The demands of managing international assignments are major considerations within strategic IHRM theory and most frequently considered within long-term employment choices between parent-country expatriates or host-country nationals. Yet recent studies from the Centre for Research into the Management of Expatriation (CReME) (Harris, ; Petrovic, ) have highlighted the frequency of alternative types of international assignment, which they classify as ‘short-term’, ‘commuter’ and ‘frequent flyer’ assignments, which are now a regular part of global business life. This paper reports on a case study of one Austrian multinational organization and highlights management issues in terms of incidence, purpose, management and personal impact for assignments involving frequent travel without relocation (flexible expatriation) compared with traditional expatriate assignments. It begins by reviewing the emphasis on expatriate assignment before presenting evidence regarding the extent of alternative forms of international assignment. The research method and background to the study are then discussed before the findings are presented and discussed.     

Sectoral Heterogeneity in New Service Development: An Exploratory Study of Service Types and Success Factors

The service industry is of fundamental relevance for the economies of industrialized countries, as the service industry produces the highest growth in the gross domestic product. In this regard, new service development (NSD) represents a critical resource for competitive survival and a decisive factor of growth in the service industry. However, service firms across many industries are increasingly faced with the challenge of determining how best to manage their development of new service offerings. Although researchers have shown growing interest in NSD issues, this area is still underutilized. Furthermore, although the heterogeneity of the service industry has been emphasized for years, the current body of research on NSD mainly focuses on specific service environments, providing data that are often not comparable across different service sectors. Additionally, there is no study to date that comprehensively examines innovation activities and the relevance of service innovations’ success factors within different service industries. The aim of this exploratory study is to establish a more balanced picture of the nature of innovation activities in terms of NSD characteristics and success factors in the heterogeneous service industry. From this perspective, this paper begins with an examination of the factors that contribute to the success of NSD. Based on a meta‐analysis of new service success factor studies, 17 different success determinants are classified and aggregated to service‐related success determinants. Subsequently, a cluster analysis of 1016 service companies is used to identify different service innovation types. For the service sector, four service innovation types are determined: efficient developers, innovative developers, interactive adopters, and standardized adopters. Furthermore, based on interviews with service innovation managers, the previously identified success factors are examined for each innovation type using a standardized survey. Finally, based on the results of this exploratory study, the paper concludes with recommendations for NSD management and research propositions for each service innovation type. These propositions support innovation managers to successfully manage service innovations for the innovation type they are operating in.     

Publikumsvorstellungen im Rezeptionsprozess

This article addresses the question of how individual media users, who are part of a mass media audience, perceive their co-audience. We approached this question from an empirical social scientific communication research perspective by introducing a theoretical model of (situational) audience conceptions that might arise in the context of an anonymous, imperceptible mass audience. According to the model, both subjective media theories held by people and cues from the media content influence the users’ impression formation about their anonymous co-audience during media consumption. Audience conceptions would include assumptions on size, simultaneity, social structure and the experience of other consumers. We assume that, as soon as conceptions of the co-audience are formulated, they could influence cognitive and affective aspects of a person’s reception experience. The model states that the more the conception of the audience is salient in a viewer’s mind the stronger its influence on subsequent experiences will be. Possible effects on reception phenomena including social comparison processes and feelings of embarrassment are discussed exemplarily to illustrate fields the model could be fruitfully applied to. Finally, the concept of audience conception is illustrated in a model and brought into context with existing research.     

Top dogs have set the agenda for peace: international social position and peace attitudes

Everybody agrees that peace is good, but not on how to achieve it. The Y2K study contained many questions on peace proposals, as well as on prospects for East/West and North/South peace. It ranked these proposals by popularity and studied how the social positions of the 1967 respondents and their countries affected what proposals were preferred and their predictions on peace or war. It now turns out that, neither centre, nor periphery got it quite right. In the former East, the people set the agenda and removed the iron curtain. In the West, however, the top dogs set the agenda, with military intervention, even called ‘peace enforcement’, high on it. Recent political and military developments indicate that ‘peace’ is likely to remain ‘peace between top dogs’; there will be few advocates for putting severe conflicts and violations of human rights in the periphery (e.g. Burundi and Sudan) high on the peace agenda.     

Offshoring: Dimensions and diffusion of a new business concept

In order to leverage global cost differentials, companies are increasingly turning to offshoring. Nevertheless, discussions in research and practice on offshoring are characterized by the lack of a common definition as well as a theoretically grounded explanation for this phenomenon. This article presents an explicit definition in order to provide a stringent understanding of the term offshoring along the dimensions of contractual/legal arrangement and geographic location. Further, the driving forces of offshoring are analysed on the environmental and company levels. The article closes with a discussion of managerial implications and an outlook on aspects for further research.