IJRM Publication of the Chair of Value-based Marketing - Now Published!
In light of scarce resources, firms strategically weigh off between investments in value creation and value appropriation. They do so by placing more emphasis on one of the two strategic orientations which defines their strategic emphasis. So far, literature has relied on accounting data – specifically on reported investments in R&D and advertising – to operationalize reported strategic emphasis and studied its association with a firm’s financial performance. Previous studies suggest that firms benefit from emphasizing value appropriation.
Heutzutage leben wir in einer vielfältigen, stark vernetzten und sich stetig wandelnden Gesellschaft, in der es vermehrt zu interkulturellen Begegnungen kommt. An jedem Tag stellen wir uns neuen Herausforderungen, um auf dem Arbeitsmarkt erfolgreich zu sein, Leistungen zu erbringen sowie nachhaltig und verantwortungsbewusst in multikulturellen Gesellschaften leben zu können.