The Learning Process in Technology Entrepreneurship Education—Insights from an Engineering Degree

We propose a model for the learning process in technology entrepreneurship based on the findings from an in‐depth case study of an engineering degree that emphasizes technology entrepreneurship. Taking learning paradigms from entrepreneurship education into account, we specify the links between pedagogical approaches, activities, and learning contexts and specific technology entrepreneurship learning outcomes. For example, we examine how the use of existential learning with self‐directed activities in real‐world contexts contributes to achieving high‐level entrepreneurial competencies such as the ability to critically self‐reflect on the choices made by the technology‐based venture. As such, we contribute to the definition of teaching models for technology entrepreneurship education.     

Do consumers still believe what is said in online product reviews? A persuasion knowledge approach

The objective of this paper is to examine the effects of knowledge about manipulated online product reviews on the effectiveness of such reviews in influencing consumers' product evaluations. The results of two empirical studies show that consumers clearly differ with regard to their knowledge that product reviews can be manipulated and that consumers who have such knowledge are less influenced in their product evaluations by reviews, specifically by negative ones. Furthermore, the effects of negative reviews are even weaker when consumers acquire their knowledge through a highly credible source (compared to a less credible source).     

Consumer demand for healthy eating considering diversity – an economic approach for German individuals

Rising incidence and costs of diet‐related diseases have led to nutritionists' and economists' interest in factors determining the demand for healthy eating. The present study analyses the demand for healthy eating by the use of a new food‐based indicator, which combines the health value and diversity of a food basket. Although the diversity aspect gains in importance in recommendations for healthy eating it was not considered adequately in healthy eating indicators until now. Within the household production theory the new indicator is used to identify factors influencing the demand for healthy food diversity for 3220 German individuals. The results of regression analyses show that the demand for a healthy diet is influenced by age and mainly by knowledge, attitudinal and behavioural (proxy‐)variables as education level, participation in a health training course and sport activity. On the basis of these findings conclusions are drawn for health and nutrition policy in Germany and Europe.     

Temporal Reframing of Prices: When Is It Beneficial?

Prior studies provide mixed results pertaining to the effectiveness of temporal reframing of prices. This study examines the conditions in which such temporal reframing to a shorter period of time is more or less beneficial than aggregate prices. Investigations of the role of four moderating variables—price endings, price level, time periods, and calculation affinity—show that reframed prices are more beneficial than aggregate prices for high-priced products, especially in combination with even price endings, an aggregate price that normally refers to a comparatively short time period, or customers with poor calculation affinity. Aggregate prices offer more benefits than reframed prices for low-priced products, odd price endings, aggregate prices that refer to longer periods, and customers with excellent calculation affinities.     

Strategic Orientation and Product Innovation: Exploring a Decompositional Approach

While a considerable body of research examines the strategic orientation–innovation relationship, findings in that literature have been mixed. This article calls attention to an underinvestigated problem: the composite, multidimensional conceptualization and measurement of most strategic orientations, which likely contribute to the mixed findings in the literature. To address this issue, the researchers explore a decompositional approach to the strategic orientation–product innovation relationship. The authors utilize the stimulus‐organism‐response framework to select, decompose, and recast a set of strategic orientation components previously identified to be essential to product innovation. To produce more nuanced insights, the authors also decompose product innovation outcomes into breakthrough versus incremental. Furthermore, the sample is decomposed by product type to assess the generalizability of the conceptual model across manufactured goods and services firms. The authors test the conceptual model with a sample of 222 executives of services and manufacturing firms in Germany and Switzerland using partial least squares. By decomposing the strategic orientation effects into direct, indirect, total, and specific components, the detailed empirical analysis yields several new insights. Overall, the results suggest that the relationship between strategic orientation and product innovation is more complex than previously identified in the literature. For example, the results demonstrate that technology orientation works to augment innovation differently in services versus manufacturing firms. More specifically, a focus on technology boosts only breakthrough innovation in manufacturing firms, and only indirectly by enhancing an organization's open‐mindedness. In contrast, services firms extract additional benefits from investing in technology directly (and for both incremental and breakthrough innovation), as well as indirectly by increasing open‐mindedness. The authors also identify complementary as well as suppressing effects on product innovation outcomes from different strategic orientation components. Based on the findings in this study, future research avenues are identified, and managers are advised to consider each component of alternative strategic orientations individually and evaluate the capabilities aligned with components to assess their interdependencies.