Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets

ABSTRACT

This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a technology corporation in the financial sector. Findings depict a model that conceptualises the successful value co-creation process as the careful management of six specific drivers, namely: interdependency, direct approach, trust, strategic alignment, adaptive modus operandi, and knowledge sharing. Hence, the study offers new food for thought for scholars and practitioners who wish to improve their knowledge and understanding on brand value co-creation and corporate marketing.     

Elektromobilität braucht intelligente Förderung

Die EU-Kommission sieht in ihrer Roadmap 2050 vor, ab 2050 keine Fahrzeuge mehr mit Verbrennungsmotoren in den St?dten zuzulassen. Der Verbrennungsmotor als Antrieb für Kraftfahrzeuge muss entsprechend mittelfristig durch andere Antriebsformen abgel?st werden. Dies geschieht nicht reibungslos und macht eine intelligente F?rderung notwendig. Wie gro? die Bereitschaft in der Bev?lkerung ist, auf Elektromobilit?t umzusteigen, wird von den Autoren anhand eines Experiments gezeigt.     

What about sustainability? Understanding consumers' conceptual representations through free word association

The United Nations (UN) conceptualizes sustainability as development that meets the current needs of the planet's populations, but without compromising the ability of future generations to meet their own needs. Although the concept of sustainability has been widely discussed in the international political agendas, inconsistent interpretation and ambiguity of the concept by consumers is observed. In this paper, the understanding of the term sustainability amongst Brazilian consumers is reported. Using the word association projective technique, the participants were asked to write down all the words that came to their mind when thinking about “sustainability.” Thematic content analysis was performed by grouping words by similarity of meaning in categories, which were further submitted to correspondence analysis (CA) to create a perceptual map. Brazilian consumers made different associations reflecting the complexity and multidimensionality of the concept amongst different groups of consumers. The most frequently cited categories are related to environment, health and nutrition, behaviour, production and economy and sustenance. CA accounted for 76.7% of the data variance and the perceptual map evidenced that younger individuals with higher education made associations with categories related to the current concept of sustainable development, similar to that proposed by UN. Moreover, consumers with basic education were associated with categories related to food and sustenance. The findings of this study can contribute to the formulation of education strategies directed towards different social groups, besides directing further research on consumer behaviour.     

Do Employees’ Sickness Absences React to a Change in Costs for Firms? Evidence from a Natural Experiment*

We analyse the impact of a social security reform that changed the costs incurred by firms due to sickness absences. The reform abolished a compulsory insurance for firms, which insured them against the wages paid to sick blue-collar workers. During the first year after its introduction, we estimate that the reform resulted in about 6.3 percent fewer sickness absences, and in about 8.6 percent fewer absence days. We do not find evidence for changes in hiring or firing, and we find only limited workforce composition changes. We do not find spillover effects on the absences of white-collar workers. Robustness checks confirm these results.     

Market crashes,speculation and learning in financial markets

A natural conjecture is that if agents’ beliefs are almost correct then equilibrium prices should be close to rational expectations prices. Sandroni (J Econ Theory 82:1–18, 1998) gives a counterexample in an economy with sunspots and complete markets. We extend Sandroni’s result by showing that the conjecture is generically true for economies with complete markets. We consider a standard General Equilibrium model with large but finite horizon and complete markets. We show that, for almost every such economy, if conditional beliefs eventually become correct along a path of events then equilibrium prices of assets traded along this path converge to rational expectations equilibria in the sup-norm. Moreover, we establish that, generically, there exist along any such path local diffeomorphisms between individual beliefs and equilibrium prices. I would like to thank C. Ewerhart and A. Kirman for their comments, as well as the seminar participants at the University of Minho, the General Equilibrium Workshop 2005 in Zurich, and the 15th Asian General Equilibrium Conference 2007 in Singapore. An anonymous referee also provided very valuable comments.     

What drives the perception of health and safety risks in the workplace? Evidence from European labour markets

Worker perceptions of job-related health risk are a little-studied dimension of heterogeneity in the labour market. According to information from the European Working Conditions Survey (EWCS), one out of three European workers considers that her health and safety is at risk because of work. Not surprisingly, risk perceptions are influenced by objective risk factors such as hazardous working conditions, onerous job characteristics and by the probability to be affected by occupational accidents and illnesses. This paper explores also the role played by personal characteristics and household structure for the explanation of risk perceptions. After controlling for job characteristics, workplace hazards, job satisfaction and health outcomes, I find that risk perceptions are strongly correlated with gender, age, and household structure. Lone parents as well as older and more experienced workers have a higher propensity than other categories to consider their health at risk because of work. The same seems to hold true for better educated workers, especially for those who have completed tertiary education. Further results suggest that the relationship between household structure and risk perception is stable across gender.     

Gender and field of study as determinants of self-employment

This article concentrates on gender differences among university graduates with respect to self-employment. We investigate the characteristics of self-employed men and women, focusing in particular on the contribution of field of study as a determinant of the gender gap in self-employment rates. Our approach is based on probit regressions and on the application of a non-linear decomposition technique to the gender gap in self-employment. We find that age and field of study account for two-thirds of the observed gender gap in self-employment.