A Systematic Review on the Effects of Personalized Price Promotions for Food Products

Recent decades have witnessed the increasing adoption of personalized price promotion (PPP) at grocery stores. Despite the growing body of research debating whether PPP is more effective than untargeted price promotions, there is no literature synthesizing the relevant evidence on food products. Therefore, we conduct a systematic review to examine empirical findings on the effects of PPP targeting food products. Outcomes of 12 identified studies demonstrate larger sales and profit boosting effects of PPP than its non-personalized counterparts. Meanwhile, the results on how this approach influences consumer behavior are mixed. The effectiveness of PPP varies among different targeting strategies (e.g. reward or cross-selling) and information collection methods (e.g. using within- or across-chain data). The findings of this review have important managerial implications for the future evaluation and application of PPP as well as imply potential directions of further research on this topic.     

The impact of IT-enabled customer service systems on service personalization,customer service perceptions,and hotel performance

Customer service is a critical element of a hotel's strategy and an important lever for differentiation of the hotel's offer. Over the last two decades, information systems have contributed to the transformation of customer interactions, enabling an unprecedented scale and scope of service personalization in the tourism industry. This paper reports the results of a mixed method study in a hotel that offers three contributions to the development and refinement of IT-enabled service personalization theory. It explores the role of signifiers in the design of customer service systems, showing that they significantly increase customer preference elicitation during the learning phase of the service personalization process. It then demonstrates that improved preference elicitation translates into higher customer service evaluations and value perceptions of the hotel. Finally, our study shows that IT-enabled service personalization creates financial benefits for the hotel via revenue share-shift from costly intermediated to direct distribution channels.     

The relational benefits of personalized communications in an online environment

This research investigates how personalized communications enhance customer‐company relationships, which ultimately produce favourable marketing outcomes. Two factors were manipulated in an online experiment: the perceived effort made by customers to obtain a personalized newsletter (high vs. low) and the level of relevance of the message (high vs. low). The results indicate that perceived effort positively affects calculative commitment (even more so for highly involved customers), while the level of relevance of the message increases affective commitment. In addition, the interaction between perceived effort and message relevance has significant effects on calculative and affective commitment. Finally, affective commitment partially mediates the relationships between relevance and both loyalty and word‐of‐mouth intentions. Managerial implications regarding the best usage of personalized communications are discussed. Copyright © 2013 ASAC. Published by John Wiley & Sons, Ltd.     

Determinants of knowledge transfer strategy in franchising: integrating knowledge-based and relational governance perspectives

This study presents an integrative model on the franchisor's choice of knowledge transfer strategy by deriving hypotheses from the knowledge-based theory and the relational governance view. First, based on the knowledge-based view, tacitness of system-specific knowledge influences the choice of the knowledge transfer strategy of the franchisor. The higher the degree of tacitness of knowledge, the more knowledge-transfer mechanisms with a high degree of information richness (HIR) are used, such as training, seminars, visits and formal meetings, and the more likely the franchisor chooses a personalization strategy (P-S). Conversely, the lower the degree of tacitness of system-specific knowledge, the more knowledge transfer mechanisms with a low degree of information richness (LIR) are used, such as reports, emails, intranet, databases, and the more likely the franchisor chooses a codification strategy. Second, based on the relational view of governance, trust influences the choice of knowledge transfer strategy of the franchisor. If trust reduces relational risk, more trust reduces the franchisor's use of HIR-knowledge transfer mechanisms and increases the franchisor's use of LIR-knowledge transfer mechanisms. If trust increases knowledge-sharing between the network partners, it increases the franchisor's use of both HIR- and LIR-knowledge-transfer mechanisms. The hypotheses are tested by using data on the use of the P-S in the Austrian franchise sector. The data provide some support for the hypotheses. A new model on the franchisor's choice of knowledge transfer strategy, using knowledge-based theory and relational view of governance is developed, and specifically, the knowledge-based view of Windsperger and Gorovaia [(2011). Knowledge attributes and the choice of knowledge-transfer mechanisms in networks: The case of franchising. Journal of Management and Governance, 15(4), 617–640] is extended by considering trust as additional explanatory variable of the knowledge-transfer strategy.     

Defining Supply Chain Management: In the Past,Present, and Future

The article titled “Defining Supply Chain Management” published in 2001 in the Journal of Business Logistics has been cited over 4,900 times in the last 17 years. In this paper, we first provide a historical review of how the article originated and the contributions the article made to both the theory and practice of supply chain management (SCM). Next, we highlight the key market and technological changes that have emerged in SCM followed by how the theory proposed in the 2001 article can still be relevant to support SCM research and practice going forward. We also propose ways of configuring a supply chain and partnering across companies to serve customers in an optimal way. We conclude with a call for research on developing new frameworks to better describe, explain, predict, and shed light on the evolving nature of SCM.     

Personalized charity advertising. Can personalized prosocial messages promote empathy,attitude change,and helping intentions toward stigmatized social groups?

This study examines the role of personalized charity advertising in promoting empathy, attitude change, and helping intentions toward stigmatized social groups. Based on theories of message involvement, empathy, and reactance, we predicted that higher levels of involvement elicited by a personalized charity advertisement would reinforce empathy and prosocial outcomes. An online experiment was conducted using a personalized and a nonpersonalized version of a charity advertisement for a campaign soliciting donations of winter coats for homeless people. As expected, structural equation modeling revealed a positive indirect effect of personalization on prosocial outcomes (attitudes and behavioural intentions toward homeless people, and willingness to donate to the campaign) that was mediated by involvement and empathy. However, in addition to promoting involvement and empathy, personalization also led to heightened reactance, which detracted from the positive effects. Theoretical as well as practical implications of the findings for personalized charity advertising are discussed.     

个性化推荐系统对移动电子商务消费者购买决策的影响力及其应用策略

移动电子商务为消费者拓宽了对商品的选择空间,同时也诱发了信息过载、搜索负担过重等问题。为了缓解信息过载的压力,提升消费者的满意度,个性化推荐服务应运而生。主要以消费者购买决策为研究对象,分析了个性化推荐技术如何影响购买决策,并探析了个性化推荐系统在移动电子商务中的应用策略。     

市场经济下的个性化营销

当前,营销管理人员采用一种新的策略把他们与客户的关系建立在一种"个性化"的基础上。这种策略是按特定客 户的个人需要来定制商品和服务,而不是为所有客户提供同一种商品或服务。基于个性化的重要性,它应与产品、价格、渠道、 促销、人员、物质财富、计划等一起作为营销组合的元素,形成新的营销组合。     

Defining personalized concepts for XBRL using iPAD‐drawn fuzzy sets

An efficient and effective analysis of business data requires a better understanding of what the data represents, and to what degree. A human‐like way of accomplishing that without being too detailed yet learning more about data content is to summarize and map the data into concepts familiar to a person performing analysis. Processes of summarization help identify the most essential facts that are embedded in the data. All this is of significant importance for analysis of large amounts of business data required to make good and sound financial decisions. There are two aspects enabling more comprehensive yet easier processing of data: a standardized representation format of financial data; and a human‐friendly way of defining concepts and using them for building personalized models representing processing data. The first of the aspects has been addressed by the eXtensible Business Reporting Language (XBRL)—a standardized format of defining, representing and exchanging corporate and financial information. The second aspect is related to providing individuals with the ability to gain understanding of data content via determining a degree of truth of statements summarizing data based on their own perception of concepts they are looking for. In this paper, we introduce a tablet application—Tablet‐based input of Fuzzy Sets (TiFS)—and demonstrate its usefulness for entering personalized definitions of concepts and terms that enable a quick analysis of financial data. Such analysis means utilization of soft queries and operations of aggregation that extract and summarize the data and present it in a form familiar to analysts. The application allows for defining concepts and terms with ‘finger‐made’ drawings representing a person's perception of concepts. Further, these definitions are used to build summarization statements for exploring XBRL data. They are equipped with ‘drawn’ definitions of linguistic terms (e.g. LARGE, SMALL, FAST) and linguistic quantifiers (e.g. ALL, MOSTLY), and enable summarization of data content from the perspective of a user's interests. The ‘drawn’ linguistic terms and quantifiers represent membership functions of fuzzy sets. Utilization of fuzzy sets allows for performing operations of data summarization in a human‐like way. The application of TiFS illustrates ease of inputting personalized definitions of concepts and their influence on the interpretation of data. This introduces aspects of personalization and adaptation of artificial intelligence systems to perceptions and views of individuals. The proposed application is used to perform a basic analysis of an XBRL document.     

A Framework for Valuing Web Site Personalization

ABSTRACT

Web related initiatives are a viable method for many companies seeking to enhance their customer focus. Web personalization is a technique that can be used by firms to develop and foster relationships with their customers. Web personalization may not be suitable for all types of businesses. Web personalization is used to generate individualized content for each visitor. Personalization techniques include content filtering, collaborative filtering, and a rules-based engine approach. The scope and technique chosen for the personalization initiative determine the resources required for successful implementation. This paper presents a framework to help firms ascertain the value of web personalization. The components of the framework include the ability to classify the popular features of the website, the degree the product is considered personal, the competitiveness of the market, and the value customers place on personalization. A survey was conducted and results of the survey are presented to help determine factors that influence an individual's value for personalization. The factors we found that influence the value an individual places on personalization include: sites that belong to an established brick and mortar company, sites that let visitors download music, and sites that offer the possibility of winning something. The first two factors were found to positively impact the value an individual places on personalization, while the ability to win something was found to have a negative impact on personalization. We also found that education played a part in determining whether an individual values personalization. Other characteristics such as age group and gender were found not to influence an individual's value for personalization.