31,474 research outputs found
Absolventen Absolventinnen
No full textThomas Aichner, BscMasterarbeit Leopold-Franzens Universität Innsbruck 202
Absolventen Absolventinnen
No full textThomas Aichner, BscMasterarbeit Leopold-Franzens Universität Innsbruck 202
The Zero Moment of Truth in Mass Customization.
No full textBoth country-of-origin (COO) effects and Mass Customization (MC) have received extensive attention in research. However, there have not been assessed nor identified COO effects in MC literature. In practice, a number of MC companies both in B2B and B2C are communicating the COO of their products on their website and/or during the configuration process. Through a number of expert interviews, this exploratory research study aims to assess if there may be COO effects in B2B MC, and to determine the B2B research subjects to be able to investigate COO effects in MC. This paper presents preliminary results of an ongoing research study
Mass Customization: An Exploration of European Characteristics
No full textMass Customization excites both Researchers and Practitioners because of the possibility to produce customized products with mass production efficiency. Mass Customization - An Exploration of European Characteristics gives an overview on the need for personalisation from a customer perspective, analyses Mass Customization theories and assesses relevant best practices of European and International markets. The results of a survey among more than 500 European customers show a declining willingness of customers to compromise on the issue of suitability of products to their personal needs and preferences, the possibility for companies to break brand loyalty and the influence of immediate availability, delivery time and price to the customer's willingness to take part in the co-creation process. Mass Customization has become important to business because of the difficulties of customers to find what they want despite an increase in product variety for many products over the past decades. The emergence of modern technologies in production and communication, however, allows companies to produce customized products without relinquishing economies of scale. With only few companies having taken this promising path, the authors believe that Mass Customization and Mass Customization related marketing strategies will play an essential role in the future and prompt both market leaders and their competitors to offer customization on a large scale for a vast variety of products
Mass Customization and Country-of-Origin Effects
No full textThis is a thesis by publication, consisting of three manuscripts. The research is positioned in the area of international marketing and offers a contribution to consumer culture theory. More specifically, it is about country of origin (COO) marketing, differences in product and country evaluation between ethnic subcultural groups living together within the same country, and the moderating role of mass customization (MC) on COO effects. The first manuscript classifies different COO marketing strategies that are employed to communicate the COO of a product or company to customers, and it provides a number of examples from practice. The second manuscript is based on the observation that globalization, international trade, multicultural societies and the introduction of innovative manufacturing strategies such as MC require continuous updating and reassessment of COO constructs and models. To this end, a study from 2003 has been replicated in a different cultural and geographical setting with results supporting the original findings. Finally, the third manuscript bridges the two research streams of COO and MC and provides empirical evidence of the impact of the manufacturing strategy on customers’ product evaluation.
To sum up, the following research questions are examined in the three manuscripts:
1) Which different marketing strategies are employed by companies in order to communicate the COO of the company and/or of its brands to customers?
2) Do COO effects vary across subcultures within a country?
3) Does the manufacturing strategy (mass production vs. MC) have a moderating effect on the relationship between COO and consumer’s product evaluation
Measuring the Degree of Corporate Social Media Use.
No full textThis article aims to provide a model with which to measure the degree of corporate social media use or, in other words, the extent to which companies are exploiting the potentialities of single or multiple social media platforms. This is, however, explicitly different from using metrics to assess the success of social media activities, as it is purely measuring how intensively a pre-defined group of social media is utilized, taking into account the frequency of social media activity by the brand as well as the related user reactions. The degree of corporate social media use helps companies and market researchers analyze single brands or companies and compare them with other brands, competitors, or industry averages. The degree of corporate social media use is a useful indicator which should be combined with social media metrics in order to draw better conclusions about where to increase or intensify social media activities
Thomas Grisell letter to Thomas Rotch, 2nd mo 19th 1823
No full textThomas Grisell's letter reached the Rotch household several months before the unexpected death of Thomas Rotch in August, 1823. This is the last letter of the series and presumably the author learned of his friend's death before another letter was penned. 7.95" x 10" (20.2 by 25.5 cm
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