The role of lifetime activity cues in customer base analysis

This paper develops the notion of lifetime activity cues in customer base analysis. The authors first discuss the impact of lifetime indicators, such as customers' conceptual response to marketing activities, and then demonstrate how such lifetime cues can be embedded into the Pareto/NBD model. The authors theoretically analyze the implication of this additional behavioral indication on the model's predictions. In an illustrative example, they aim to establish an intuitive understanding of the effects of such information. Evidence from the cellular phone industry supports the relevance of this concept: The empirical study finds a substantial improvement in predictive accuracy in two independent holdout samples. The study concludes with a discussion of the managerial relevance of the proposed approach and opportunities for further research.     

Multikriterielles Entscheidungsmodell für Anpassungsmaßnahmen am Beispiel der L/H-Gas-Umstellung in Deutschland

The German gas supply system is separated into two networks: one for high-calorific gas (H-gas) and one for low-calorific gas (L-gas). In particular, the L-gas volume is declining significantly, which means that there will be problems in security of supply in near future. This paper highlights the most important aspects that have to be considered when adjusting the German gas network to the future decline of L-gas production. First, the article discusses different possible adjustment options: (1) adjustment of market areas from low-calorific gas supply to high-calorific gas supply, (2) blending facilities (conversion of high calorific gas using nitrogen or air) and (3) the combination of both options. Subsequently, the authors outline the necessary planning process that must precede any adjustment option. The so-called network differentiation is followed by the network modeling: Using the net present value method and taking into account certain constraints, the authors define a simple optimization problem to determine the most economical investment and adjustment times for each option. Based on first model considerations it can be concluded that the implementation of adjustment options should be delayed as long as possible without compromising the security of supply. Nevertheless, an early start of the planning process is mandatory to ensure that adjustment options can be established in due time before an L-gas supply deficit occurs. The question, which adjustment option should be chosen, cannot be answered universally. It depends on the conditions and structure of the network as well as the structure of the final consumers.     

Country of origin: A competitive advantage?

Country of origin has been identified in the literature as an important cue that might be used by global marketers to influence consumers' valuation of the brand. Its effect on consumer perceptions, affect and behavioral intentions has been widely documented, based on consumer surveys and laboratory experiments. Despite this empirical evidence, we argue that country of origin is only one extrinsic cue among many extrinsic and intrinsic cues available to the consumer in a real purchase situation. Furthermore, in real life, consumers are likely to engage in some level of information search, which would further dilute the country of origin effect in the marketplace. Based on these arguments, we conclude that country of origin might not necessarily lead to a competitive (dis)advantage in terms of a price premium or discount. For a sample of products, we show that the objective product quality varies significantly by country of origin, and that these differences are consistent with extant research on country of origin effects on consumers' perceptions. After controlling for quality differences across brands, we demonstrate that marketers from different countries charge prices that are justified by differences in product quality. Price premiums or discounts are therefore explained by differences in product quality rather than the image effect produced by the country of origin cue.     

How German is German neo-liberalism?

In the relevant literature, different answers have been given to the question whether German neo-liberalism has its roots in the tradition of Anglo-Saxon liberalism or whether it reflects specific German traditions of thought. The paper focuses on the question how the German neo-liberals deal with the problem of social cohesion. The differences between Anglo-Saxon and German traditions of socio-philosophical thought are especially evident regarding this question. Thus, I argue, analysing how the German neo-liberals are dealing with this issue is particularly helpful to specify their relationship to the two traditions.     

Supplier development and the relationship life-cycle

The mainstream view holds that over time buyer–supplier relationships evolve through a number of phases. As a consequence, supplier development as a buyer–supplier relationship management practice should also be adapted to the life-cycle phase. Supplier development activities matching the buyer–supplier relationship life-cycle phase will lead to more favorable performance improvements. However, prior studies have neglected the relationship life-cycle perspective. This empirical study shows how the length of the buyer–supplier relationship can be used to improve the explanatory power of models investigating the performance outcomes of supplier development activities. The results show that supplier development is more effective in mature as opposed to initial and declining life-cycles phases.     

China's foreign trade marketing strategy: Problems and prospects 1

It has been seven years since the open door policy was officially instituted by the People's Republic of China. During this time, changes have taken place within Chinese society and China's dealings with the rest of the world. In this paper, the authors evaluate the problems and prospects for China's foreign trade marketing strategy. They make recommendations in five policy areas: (1) export promotion; (2) the mix of exports; (3) a systems approach to trade; (4) joint ventures stressing value‐added labour and (5) the role of assembly technology. Each strategy is identified and discussed in terms of its future prospects in the development of China's trade.