Publications des institutions partenaires

21 - 38 of 38

Co-Marketing Capability: Scale Development and Performance Implications

Co-marketing alliances are a sustainable source of competitive advantage, though alliances still pose significant management challenges. Little is known about which capabilities allow firms to manage ongoing co-marketing alliances. Drawing on in-depth interviews with marketing alliance managers, the authors differentiate three dimensions of co-marketing capability and develop a multi…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 01/05/2014

Profiting from customer relationship management : The overlooked role of generative learning orientation

This study aims to examine the direct and moderating effects of generative learning on customer performance.

The authors test the relationships between CRM capabilities, generative learning, customer performance, and financial performance with a cross industry survey of CEOs and senior marketing executives from 199 firms. Partial Least Squares are used to estimate the…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 01/08/2013

The Role of Customer Interactions and Internal Cooperation to Enhance FutureReadiness in Customer Centric Companies

In order to create unique customer value and stay competitive also in the long run, customer-centric firms need to develop capabilities to identify relevant trends. The scarce existent research, notably on absorptive capacities, and common management practice suggest that customer interactions and internal cooperation increase future readiness. With data from a cross-industry…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 15/02/2013

Steering customers to the online channel: The influence of personal relationships, learning investments, and attitude toward the firm

Understanding the consequences of customer steering is a key challenge of multichannel customer management. Although many firms are faced with the question whether customers should be steered to the online channel to realize the potential benefits of this channel, little is known about the circumstances under which customers will be unreceptive to the online channel and displeased if…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 01/05/2012

Channel Extension Strategies: The Crucial Roles of Internal Capabilities and Customer Lock-In

This study addresses the important but yet unresolved question of how firms can create com-petitive advantage from their multichannel marketing strategy. More specifically, the authors investigate the antecedents of channel extension strategies and their performance implications. Results from an empirical study including top managers from 308 firms indicate that in addi-tion to…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 01/02/2012

Learnings from "healthymagination" - How GE Provides Better Care to More People at Lower Cost

Healthcare is at a crossroads. There is enormous pressure on governments to reduce costs; hospitals and clinicians are looking to improve quality; and an increasing population is striving to get access to medical care. Current healthcare models are in many ways not fit to meet these challenges. The " healthymagination" strategy of GE is designed to meet the growing demands…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 14/12/2011

The Eyes have it : Eye Tracking Analysis of Anthropomorphic Car Fronts using Spatiotemporal Scan Statistics

Eye tracking has traditionally relied on regions of interest as a data source for analysis. Although widespread, this methodology is prone to several limitations. A new approach for eye tracking data analysis relying on spatiotemporal scan statistics is proposed and an exemplary experiment on anthropomorphic car front design is conducted.

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 15/10/2011

Creating a Proactive Market Orientation : On its Organizational Antecedents, Contingency Factors and Consequences

Marketing scholars as well as leading managers agree on the importance of creating customer value for business success. But customer orientation may harm firms when they solely focus on expressed needs and miss to serve new customers or new markets. By responding to latent and emerging customer needs, firms can create new opportunities for value and maintain business success. Such a…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 16/06/2010

Exhibitor satisfaction in business-to-business trade shows : Understanding performance patterns from Vavra's Importance Grid perspective

Tradeshows are an essential instrument in the marketing of goods and services. Thus, the fair and tradeshow business has become a multi-billion dollar industry, in which trade fair organizers earn the biggest share of sales with exhibitors, paying fees for exhibition services. In order to increase service quality on trade shows, trade fair organizers strive for achieving a high level…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 01/06/2010

Co-Marketing Capability and its Impact on Marketing Allinace Performance

The aim of this paper is to conceptualize co-marketing capability (CMC) and to explore its relationship to marketing alliance performance. Drawing on a literature review, in-depth interviews with marketing alliance managers and consulting experience concerning co-marketing alliances, we established a multidimensional model of CMC. Using data from 287 chief marketing officers, we…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 20/02/2010

The role of the sales force in multichannel distribution: Organizational determinants and consequences

Companies have to choose not only an appropriate organization of sales force activities but also an optimal level of integration in order to align the sales force with other channels. Based on an exploratory qualitative study, a conceptual model for determining sales force activities is developed and tested empirically. We found a positive impact of using the sales force in a target-…

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 26/05/2009

Inbound Marketing: Customer Activities in Business-to-Business Markets

Institution partenaire

Université de St-Gall - Schools of Management

Full Text

English / 18/03/2009

The Impact of Steering Measures on Customer Channel Migration and Customer Satisfaction

Multichannel distribution is now rather the rule than the exception. Different channels may enable customers to match their needs with a specific channel type, increase customer satisfaction and lead to higher turnovers. Numerous authors argue that the value creation contribution of the multichannel system could be enhanced when companies actively steer their customers into the most…