1,720,978 research outputs found
Relationship Management for a cultural institution: the case of the Out Off Theatre
No full textThis paper presents the results of an explorative investigation carried out to research the
characteristics of managing customer relationships in an arts and cultural institution. Because of
the difficulty in clearly identifying both the customer value of this kind of offer and its competitors
from the customer’s point of view, and because of the continuous reduction in funding, arts and
cultural institutions could benefit from better management of customer relationships. Our findings
indicate that better customer relationships are part of an overall improvement in the management
of the relations with all interlocutors, because market synergies can cause any marketing policy
to affect the whole set of relationships
Essere "In" quando si sceglie di essere "Out": La gestione delle relazioni nel caso del Teatro Out Off
No full text
Mass Customization Made Easy: When Individual Fantastical Thinking Matters
No full textMass Customization (MC) is nowadays regarded as the new frontier for competitive effectiveness even in mass markets. Nonetheless, companies investing on MC are not fully benefiting by this strategy given that often customers do not engage into these processes, which appear to be too complex for them. This paper proposes that leveraging on individual fantastical thinking is the way to go: it acts a cognitive booster able to make customers perceive MC as being trouble free. Four experimental studies show that: (1) individuals in a high fantastical thinking state develop stronger demand for self designed products; (2) Fantastical thinking reduces perceived effort and increases enjoyment in the process; (3) Individuals in a high fantastical thinking state are better able to design products of good quality and novelty; (4) Fantastical thinking can be primed by employing an effective and applicable procedure
Why not promote promotion for green consumption? The controversial role of Regulatory Focus
No full textPurpose
The purpose of this paper is to empirically test the effects of regulatory focus (RF) orientation (promotion/prevention) on decisions to purchase green products. The two experimental studies conducted aimed to test whether individuals in a prevention (promotion) state were more (or less) inclined to buy green products.
Design/methodology/approach
To test the effect of RF on green and non-green consumption, the authors carried out two experimental studies (one considering a service
car sharing the other a physical product a laundry detergent). The studies are 2 (RF: prevention vs promotion) 2 (product type: green vs non-green) between factorial design involving 196 and 92 participants, respectively.
Findings
Promotion-focus has a powerful influence on green consumption. In both studies, individuals with a promotion focus seemed to be more inclined to buy green products as opposed to individuals in a prevention state.
Research limitations/implications
The main limitations of this study first relate to the results of the two experiments. Even though both studies showed that promotion-focused rather than prevention-focused individuals are more inclined to buy green products, the differences between the two orientations in green
condition are not statistically significant. As a result, the studies cannot determine whether to reject or accept the two main hypothesis.
Social implications
This paper provides some preliminary indications that could be useful to encourage consumers to adopt “green” styles of consumption. Focusing on an individual’s RF is a useful strategy to induce them to change their consumption choices abruptly. Relying more on a “promotion” rather than a “prevention” focus, individuals would be compelled to take immediate responsible behavior.
Originality/value
This paper aims to fill the gap on the role of RF in green consumption. Contrary to the accepted idea that a prevention state is more compatible with consumer ethics than promotion state, the studies showed the controversial role assumed by a prevention state in green consumption
Efficacy and Efficiency of Mass Customization: the Role of Fantastical Thinking
No full textManagers and researchers have identified Mass Customization (MC) as the new frontier for competitive effectiveness (Fuchs and Schreier 2010; Chan et al 2010), able to provide both parties with increased value (Pine 1999; Von Hippel 2001). Thanks to MC toolkits, customers design their own personalized products online, increasing the level of fit between customer expectations and preferences (Franke and Schreier 2011; Fuchs, Prandelli, and Schreier 2009). MC toolkits result in higher perceptions of quality and variety of the selection (Diehl and Gal 2002), higher customer satisfaction (Franke et al 2010; Ouschan et al 2006; Randall et al 2007), generating the feeling of psychological ownership toward products personally designed, and making customers express their innate desire to be unique and original (Franke et al 2010; Franke and Schereier 2008). All these consequences induce customers to pay a premium price, increasing the “money on the table” available to companies investing on MC (Franke et al 2010, 2009; Franke and Piller 2004; Schreier 2006).
Several real world failures in performances (e.g. Barbie, Levi’s) show that MC toolkits share a high level of difficulty of interaction that might make customers fail in designing their products (Salvador et al 2009). Unfortunately, scholars recently pointed out that there are not precise guidelines companies might follow when dealing with mass customization: firms, to be successful, need to “customize mass customization” (Salvador et al 2009) and adapt the process to their customers and to the specificities of their products. This broad and general suggestion makes mass customization application even more complex and risky for firms.
Our research suggest that a specific cognitive process, namely individual fantastical thinking (Wolley 1997) is worthwhile of investment: It helps customers playing with MC toolkits achieving better performances. Thus, more satisfied customers with their own creation are willing to pay premium price for their own product hence increasing their customer equity
Boosting Co-Production through Fantasy
No full textManagers and researchers have recently identified customer participation in production (co-production) as the new frontier for competitive effectiveness even in mass markets (Chan et al 2010). However, customers often do not engage into these complex processes. Process complexity is the barrier preventing customers to start co-production processes. In this paper, thanks to two experimental studies, we show that an individual trait, fantasy, by boosting customers’ cognitive abilities, makes perceive complex processes as effortless. Customers when stimulated with their fantasy, perceive coproduction processes as simpler and hence show a greater outcome satisfactio
Mass Customization Made Easy: When Individual Fantastical Thinking Matters
No full textMass Customization (MC) is nowadays regarded as the new frontier for competitive effectiveness even in mass markets. Nonetheless, companies investing on MC are not fully benefiting by this strategy given that often customers do not engage into these processes, which appear to be too complex for them. This paper proposes that leveraging on individual fantastical thinking is the way to go: it acts a cognitive booster able to make customers perceive MC as being trouble free. Four experimental studies show that: (1) individuals in a high fantastical thinking state develop stronger demand for self designed products; (2) Fantastical thinking reduces perceived effort and increases enjoyment in the process; (3) Individuals in a high fantastical thinking state are better able to design products of good quality and novelty; (4) Fantastical thinking can be primed by employing an effective and applicable procedure
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