|
IFM

What Is Happening to My Nearby Stores? New JAMS Publication of the MCM

Another great achievement by the Marketing Center Münster:

The paper entitled "What is happening to my nearby stores? The own- and cross-effect of a radical store transformation on existing customers" co-authored by Professor Manfred Krafft and former Chair of Marketing Management team members Dr. Mirja Kroschke and Dr. Felix Lehmkuhle has been published in print in the prestigous Journal of the Academy of Marketing Science (JAMS).

Read more about What Is Happening to My Nearby Stores? New JAMS Publication of the MCM
|
IFM

How does technology orientation affect salespeople in increasingly complex sales environments? New publication by Victoria Kramer and Manfred Krafft in the European Journal of Marketing

Within the last few years, the use of technology has become an indispensable factor in sales. At the same time, the level of complexity in the selling environment is constantly increasing, as customers become more demanding, and new business models in sales focus on the creation of value for customers by providing individualized offerings.

Read more about How does technology orientation affect salespeople in increasingly complex sales environments? New publication by Victoria Kramer and Manfred Krafft in the European Journal of Marketing
|
IFM

Smart Business and the Social Value of AI

Digital technologies are rapidly changing the way businesses operate. There is an increasing demand for partially or fully digital products and services; companies interact with customers and supply chain partners through digital channels; internal processes and operations such as production or manufacturing or office management also rely on digital technologies.

Read more about Smart Business and the Social Value of AI
|
IFM

Customers in the solutions business: What role do they play and what makes solutions more effective for them?

Due to increased international competitive pressure, supplier companies in the B2B sector are transforming from product providers to solution providers. In the solutions business, suppliers provide their customers with individual offerings with the aim of improving customer processes by solving strategically important customer problems. However, solutions can only be successful if customers actively participate in the different phases of the solutions process, namely the definition of requirements, the implementation as well as the review of the offering.

Read more about Customers in the solutions business: What role do they play and what makes solutions more effective for them?
|
LMM

(E)WOM to the Rescue! When Do We Consult Which Word-of-Mouth Channel to Buy the Best Product?

Münster’s marketing scholars have added one more piece to the EWOM puzzle: Almost 20 years after MCM Professor Thorsten Hennig-Thurau published what became the seminal study on consumer articulations about products and services on the internet, a team of scholars from the Marketing Center Münster has shed more light on what can be easily considered the most powerful information source in today’s digital market environment.

Read more about (E)WOM to the Rescue! When Do We Consult Which Word-of-Mouth Channel to Buy the Best Product?
|
Raoul Volker Kübler

NIM Publication by Professor Kübler targets Dark Sides of Digital Marketing

In his recent publication: Metrics gone wrong: What managers can learn from the 2016 presidential elections, MCM scholar Raoul Kübler discusses together with his colleague Professor Koen Pauwels from Northeastern University, Boston USA how relying on biased market intelligence and targeting the wrong KPIs had fatal consequences for Hillary Clinton’s presidential campaign.

Read more about NIM Publication by Professor Kübler targets Dark Sides of Digital Marketing
|
IFM

Advice for retailers: How to better leverage data from and for valuable customer relationships

Professor Krafft, MCM scholar and head of the Chair of Marketing Management (IfM), is the lead author of the study “Insight is Power: Understanding the Terms of the Consumer-Firm Data Exchange”, co-authored by a multinational research team consisting of, among others, V. Kumar, Colleen Harmeling, Siddharth Singh, Ting Zhu, and Jialie Chen.

Read more about Advice for retailers: How to better leverage data from and for valuable customer relationships
|
LMM

Hollywood Goes Germany: Wie der Eintritt neuer Streaming-Dienste den Wettbewerb um Zuschauer weiter verschärft

Der Einstieg von Disney+ als erster Streaming-Dienst „Made in Hollywood“ setzt etablierte TV-Sender, insbesondere öffentlich-rechtliche, zusätzlich unter Druck. Aber auch Streaming-Giganten leiden unter der neuen Konkurrenz – zumindest in Sachen Sehzeit: Die Streaming-Marktführer verlieren bei Disney+-Adoptern knapp vier Prozentpunkte der Sehzeit im Vergleich zu Nicht-Adoptern; die Zahl der Abonnenten ist drei Monate nach Markteintritt (noch) nicht betroffen. Die Corona-Pandemie beschleunigt den Streaming-Trend: 50 bis 69-Jährige steigern ihre Streaming-Sehzeit um 15%.

Read more about Hollywood Goes Germany: Wie der Eintritt neuer Streaming-Dienste den Wettbewerb um Zuschauer weiter verschärft
|
MCM

Advice for retailers: How to better leverage data from and for valuable customer relationships

The new study “Insight is Power: Understanding the Terms of the Consumer-Firm Data Exchange” has been accepted for publication in the Journal of Retailing. The paper has been co-authored by Professor Krafft and a multinational research team consisting of, among others, V. Kumar, Colleen Harmeling, Siddharth Singh, Ting Zhu, and Jialie Chen.

Read more about Advice for retailers: How to better leverage data from and for valuable customer relationships

Pages