During a crisis, society calls for individuals to take prosocial actions that promote crisis mana... more During a crisis, society calls for individuals to take prosocial actions that promote crisis management. Indeed, individuals show higher willingness to help after a disaster. However, the COVID-19 pandemic presents significant differences as it is an ongoing crisis that affects all individuals and has the potential to pose a direct health threat to anyone. Therefore, we propose that the pandemic may also negatively affect willingness to help, specifically blood donation intentions. It requires a high level of willingness to donate blood beyond the crisis outbreak, as more blood will be needed when postponed surgeries resume. When comparing blood donation intentions from a pre-pandemic study to results from a six-wave (bi-weekly) panel study conducted in Germany during the first pandemic phase (April to June 2020), we find lower medium and long-term blood donation intentions. While active donors show increased awareness of ability and eligibility to donate at the beginning of the pan...
Background: Donor retention is essential for blood banks because acquiring new donors is more exp... more Background: Donor retention is essential for blood banks because acquiring new donors is more expensive than retaining existing ones. Previous studies show that the temporary deferral of donors negatively impacts future donation likelihood. In this study, we analyze the impact of temporary deferrals on future donation behavior while correcting for potential endogeneity, depending on the level of donor experience and number of previous deferrals. Study Design and Method: We use data from more than 123,000 whole blood donors of the Austrian Red Cross over a period of 5.5 years. We estimate logit models to analyze how a deferral affects future donation behavior while controlling for potential selection biases because donors are not deferred randomly. We control for gender, blood type, years since first donation, and number of previous donations and deferrals. We analyze the direct deferral effect, its interaction with donor experience, and the number of previous deferrals. Results: Our results confirm that temporary deferrals hurt future donation behavior. This effect varies with donor experience and the number of previous deferrals. The effect is weaker with a higher number of previous donations and is stronger with a higher number of previous deferrals. The results suggest that donors learn to cope with deferrals the more they donate. However, the negative effect of deferrals amplifies over time, and each additional deferral decreases donation likelihood. Conclusion: Blood banks that seek to overcome the negative effect of deferrals should be aware that this effect varies with donor experience and with the number of previous deferrals. Our results suggest that blood banks should focus on earlystage donors who are deferred because the negative deferral effect is stronger for more experienced donors. At the same time, blood banks should be careful with donor groups who have experienced deferrals in the past because every additional deferral demotivates future donation behavior. Overall, researchers should be careful to correct for endogeneity because our results suggest that ignoring these effects could lead to substantial underestimation of the negative deferral effect.
A donor health questionnaire (DHQ) aims to ensure the safety of donors and recipients of transfus... more A donor health questionnaire (DHQ) aims to ensure the safety of donors and recipients of transfusions or transplantations with blood components, plasma‐derived medicinal products, tissues, haematopoietic stem cells and medically assisted reproduction (in short substances of human origin; SoHO). Currently, many different DHQs exist across countries and SoHO. TRANSPOSE (TRANSfusion and transplantation PrOtection and SElection of donors) developed and validated a standardized DHQ to use across countries and SoHO. We tested whether participants understand the questions and provide honest answers.
Background and Objective Societies require prosocial activities during crises. The COVID-19 pande... more Background and Objective Societies require prosocial activities during crises. The COVID-19 pandemic presents individuals with unique challenges that may affect their emotional state leading to reformed personal moral norms. Crucially, personal moral norms are important predictors of moral behaviour. Given the longevity of the pandemic, studying its impact on affect, satisfaction and internal drive of (non-)donors during COVID-19 and if personal moral norms are affected is paramount. Material and Methods This study relies on longitudinal data, consisting of six waves carried out biweekly. Our panel is representative for the German population, capturing changes in affect, satisfaction, internal drive and personal moral norms. We compare the emotional state and personal moral norms of (non-)donors in the pandemic to pre-pandemic phase. Moreover, we analyse changes in emotional state and personal moral norms during the pandemic and investigate the role of emotional state on personal moral norms. Results Firstly, our results show that personal moral norms of (non-)donors drop compared to pre-pandemic. Within pandemic, personal moral norms of active donors are not further altered. Secondly, we find significant changes of emotional state in the pandemic compared to pre-pandemic phase, for example individuals feel more optimistic, but less satisfied and less energetic. Thirdly, we find that feeling more grateful increases personal moral norms of non-donors. Conclusion This study provides insights into how crises shape (non-)donors' emotional state and its impact on relevant donor motivations, that is, personal moral norms. Blood banks can use this knowledge to enhance recruiting and retention efforts during crises.
ABSTRACT This paper introduces the new Idea Forum at the Journal of Media Economics and provides ... more ABSTRACT This paper introduces the new Idea Forum at the Journal of Media Economics and provides an overview of the challenges in the movie industry caused by the market entry of subscription-based video on demand (SVOD) providers such as Netflix and Amazon (Prime). Specifically, we focus on the fundamental shift in traditional distributors’ value chains and business models that are threatened by the market entry of global SVOD services. We focus on the need for distributors of filmed entertainment to reinvent their operations in order to stay relevant by leveraging their unique, hard-to-imitate resources. Following the Resource Based View (RBV) of the firm framework, we identify four key sources of competitive advantage associated with traditional distributors, namely their ability to (1) accurately assess product quality and forecast performance, (2) exploit B2C markets through sequential distribution system that combines both physical and digital distribution channels, (3) strategically use their push power, and (4) effectively monetize content via elaborate relationship networks with both production studios and exhibitors. We use competitive market analysis to explain how the distributors’ current competitive environment affects these four resources in response to SVOD. Related to each of the four key resources, we discuss key managerial opportunities for distributors aiming to regain and sustain competitive advantage.
Journal of Media Economics is a leading journal for the media discipline. It publishes relevant i... more Journal of Media Economics is a leading journal for the media discipline. It publishes relevant insights from rigorous original research on the economics and policy of mediated communication, focusing on firms and institutions as well as on markets and societies. The journal has been established in 1988 and was managed for more than three decades by conscientious editors from communication research or media economics. The quality of the journal is reflected in the impressive list of international authors that worked together with the ad hoc reviewers, the editorial board, and the editors in publishing their work. As the new editors, we congratulate you for your excellent work. The Journal of Media Economics is now edited by two researchers that work on the interfaces of innovation, marketing, information systems, and media. We both recognize the initial focus of the Journal of Media Economics on policies promoting social and political objectives because they continue to have significant economic impacts on media. We aim to keep this research tradition alive. In the following, we elaborate on our vision regarding the future scope and structure of the Journal of Media Economics.
Programmatic advertising is prevalent in online advertising. However, it offers managers limited ... more Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type of website where the ad appears, resulting in brand safety issues. Aware of the risk that ads may potentially display on websites of poor quality (nonpremium websites), managers have developed strategies to reduce this risk. Due to the lack of empirical insights, these strategies are based on “gut feeling” and depend on campaign type (branding versus performance) and brand type (premium versus nonpremium). Our research addresses this void and analyzes website quality effects for premium and nonpremium brands in branding and performance campaigns. Our results show that effects, indeed, vary depending on campaign and brand type, but not in ways that managers might expect. When a branding ad appears on a nonpremium website, attitudes towards the ad and the brand deteriorate, but only for premium brands. In contrast, website quality does not affect awareness for either type of brand. When a performance ad appears on a nonpremium website, it generates fewer clicks; this effect is stronger for premium brands. Overall, these findings enrich our understanding of the consequences of programmatic advertising and highlight the crucial role of website quality dependent on campaign goal and brand type.
Die von der Academy of Motion Picture Arts and Sciences verliehenen Oscars gelten als die höchste... more Die von der Academy of Motion Picture Arts and Sciences verliehenen Oscars gelten als die höchste Auszeichnung im Filmgeschäft. Mithilfe unterschiedlicher Regressionsanalysen werden in diesem Beitrag die Faktoren ermittelt, die die Oscar-Nominierung von Kinofilmen beeinflussen. Auf Basis einer Stichprobe von 692 Kinofilmen, die zwischen 2001 und 2005 formal für eine Nominierung in Frage kamen, können insbesondere Kritiken und das Produktionsbudget als Treiber einer Nominierung identifiziert werden. Als nachteilig erweist sich dagegen ein Kinostart lange vor dem Nominierungszeitpunkt. Zudem können wir zeigen, dass der Erfolg an der Kinokasse positiv auf die Nominierung wirkt.
ABSTRACT Managers predict the sales of new entertainment products prior to their release using co... more ABSTRACT Managers predict the sales of new entertainment products prior to their release using comparables, such as similar books from the same author or movies with the same actors. In this study, the authors analyze whether diffusion models for media products provide helpful support in the management task of predicting prelaunch sales of the first distribution channel for three different product categories. They compare the performance of predictions based on (a) simple success factor regressions (OLS) and (b) diffusion models against real management predictions. Based on samples covering the German music, film, and the literary market, we show that model-based forecasts outperform the forecasts of management teams for the majority of the products. In contrast, management is superior in forecasting top sellers. This is due to unobserved factors arising from more management attention attached towards super stars. The authors do not find substantial prediction differences between simple success factor regressions and more complex diffusion models. Thus, managers interested in total sales estimates can easily rely on OLS based success factor predictions. Advertising and product differentiation factors with respect to quality (e.g., star power, critics, or country of origin) are across all 3 industries highly relevant for sales predictions, whereas others variables (e.g., price, distribution power, season, or competition) differ across industries.
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung
SummaryA personal video recorder (PVR) is a video recorder with a hard drive or a PC with an inte... more SummaryA personal video recorder (PVR) is a video recorder with a hard drive or a PC with an integrated TV tuner card. Instead of recording the movies on an analogue tape, they record content digitally on the PVR’s hard drive. PVRs can be connected to the Internet, allowing users to (illegally) massively distribute recorded content online using for example peer-to-peer networks like KaZaA.The PVR technology enables new services, which influence the traditional business models of broadcasters (free and pay TV). On the one hand shows containing commercials are recorded and stored digitally on a user’s hard drive, which allows easy skipping of ads. Some PVRs even automatically skip ads while playing the recording. On the other hand pay TV content is widely available for free on illegal channels like KaZaA reducing the uniqueness of pay TV offerings.This article discusses the risks arising with increasing diffusion of PVRs. Depending on the chosen formats the risks for the business models of free and pay TV stations are presented. The article finally provides strategic implications for TV stations facing the competition of PVRs.
We study the influence of shipping fee schedules on the return behavior of customers. Based on a ... more We study the influence of shipping fee schedules on the return behavior of customers. Based on a randomized field experiment, we analyze the behavior of visitors of an online shop. Specifically, online shop visitors are assigned to one of seven different shipping fee structures where (a) minimum order sizes, (b) shipping fees, and (c) threshold-based free shipping levels are varied. We observe the number and amount of purchases as well as the number and amount of returns, which allows us to calculate the value of the purchased goods after returns in € (net order value). We find a positive effect of shipping fees on purchase value (pre- and post-return). However, we find that minimum order values lead to slightly more returns by current customers and that threshold-based free shipping leads across all customers to a higher number of strategic returns because they tend to return more items. Threshold-based free shipping decreases purchase incidence (but not purchase value). Interestingly, we do not find negative effects of minimum order value on purchase incidence or purchase value.
The collection of blood given by donors has proven to be a substantial societal and a managerial ... more The collection of blood given by donors has proven to be a substantial societal and a managerial challenge. Consequently, blood donation services seek for incentive mechanisms to retain donors. However, economic or material rewards might entail negative side effects such as motivational crowding out or even attracting "bad blood". In an effort to increase the retention of established blood donors, we conducted two randomized field trials (N 1 = 53,257, N 2 = 31,522) in cooperation with the German Red Cross Blood Donation Service and tested the effectiveness of an incentive strategy that is directly related to the blood donation itself: offering a comprehensive blood health check. Contrary to previous related research, we found substantial positive effects of a comprehensive blood health check incentive on donation behavior. In addition, unlike previous studies, we examine effects of repeated exposure to this incentive and do not find any wearout effects. Considering the positive effect of this incentive on donor retention and the relative low cost for providing this service to donors, our findings suggest that offering comprehensive blood health check incentives is a viable and cost-efficient marketing strategy to increase the retention among previous donors even if offered over the longer run.
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 2016
ZusammenfassungDer Kunstmarkt weist bei einem jährlichen internationalen Marktvolumen von ca. 43 ... more ZusammenfassungDer Kunstmarkt weist bei einem jährlichen internationalen Marktvolumen von ca. 43 Mrd. US$ neben dem kulturellen Stellenwert auch interessante ökonomische Implikationen auf, die für die betriebswirtschaftliche Forschung relevant sind. Da ein Gemälde ein Einzelstück ist, das selten gehandelt wird und dessen Wertschätzung sehr subjektiv ist, besteht eine erhebliche Unsicherheit bzgl. des Markt-Preises. Durch die wachsende Bedeutung des Kunstmarktes wurden zunehmend Studien veröffentlicht, die vor allem versuchen, die am Markt erzielten Preise zu erklären. In diesem Aufsatz werden die bisherigen empirischen Forschungsergebnisse aufbereitet. Es werden die zentralen Einflussfaktoren auf die Nachfrage nach Kunstwerken systematisiert und empirische Generalisierungen abgeleitet. Die hier präsentierte Literaturanalyse verdeutlicht entlang einer Analyse der Produkt-, Künstler-, und Handelsfaktoren die zentralen Erfolgsfaktoren von Kunstwerken hinsichtlich des am Markt realisierten Preises für Kunst.AbstractBesides the cultural importance, the fine arts market with an annual market volume of 43 billion US$ has interesting economic implications that are crucial for management research. Because paintings are unique, rarely for sale and their valuation is subjective, there is a large uncertainty regarding the market price. Due to the growing importance of the art market there exist numerous studies that try to explain in particular the market prices. This article provides a synthesis of empirical research results so far. Crucial influence factors on the fine arts demand are systemized and empirical generalizations are derived. Along an analysis of product, artist and trade factors, the present literature study illustrates the crucial success factors of fine arts with regard to the price obtained at the art market.
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 2009
ZusammenfassungInsbesondere bei vertraglich-fixierten Kundenbeziehungen ist oftmals ein nicht une... more ZusammenfassungInsbesondere bei vertraglich-fixierten Kundenbeziehungen ist oftmals ein nicht unerheblicher A nteil der Kundenbasis unprofitabel und liefert somit einen negativen Wertbeitrag zum Gesamtdeckungsbeitrag des U nternehmens. D ieses Kundensegment erfordert ein spezielles M anagement–insbesondere wenn davon auszugehen ist, dass diese Kunden auch in der Zukunft nicht in die Gewinnzone geführt werden können. D ie einzelnen M aßnahmen zur Entbindung unprofitabler Kunden (so genanntes „Demarketing“) variieren dabei nach dem gewünschten A ktivitätslevel des U nternehmens (aktiv versus passiv) und dem angestrebten Beendigungsgrad. Es zeigt sich, dass in der Praxis insbesondere D emarketing-Strategien im Bereich der Produkt- und Preispolitik eingesetzt werden.AbstractThe existence of unprofitable customers is a common problem in many industries, especially in long term contractual relationships. Continuously serving unprofitable customer segments has a negative impact on the companies overall performance. This segment therefore requires special treatment: Demarketing–which is the combination of reducing interaction with selected customer segments and severing the relationship with others completely. Demarketing instruments cover all components of the marketing mix. A detailed literature review shows that companies focus mainly on price and product strategies.
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 2013
ZusammenfassungOnline-Marketing-Managern steht eine große Bandbreite an innovativen Kundenbindung... more ZusammenfassungOnline-Marketing-Managern steht eine große Bandbreite an innovativen Kundenbindungsinstrumenten zur Verfügung, deren Wirkungsstärke unklar ist. Dieser Aufsatz fokussiert auf die Analyse der Treiber der Kundenbindung im Internet und untersucht sieben übergeordnete Instrumentgruppen: Individualisierung, Information, Integration, Interaktion, Convenience, Community und Anreizsysteme. Durch die formative Messung im Rahmen eines PLS-Modells können konkrete Managementaussagen bezüglich der relativen Wirkungsstärke einzelner Instrumente abgeleitet werden. Zusätzlich werden die Erfolgsfaktoren auf Shop-Ebene betrachtet, um Managementimplikationen für spezifische Geschäftsmodelle herleiten zu können. Die Ergebnisse zeigen, dass die Gestaltung der Webseite bezüglich Benutzerfreundlichkeit und Informationsgehalt sowie die Angebots-Individualisierung und Fokussierung der Interaktion maßgebliche Treiber für die Kundenbindung im Internet sind. Zusätzlich sind Community-Aspekte in bestimmten Bereichen von Relevanz.AbstractOnline marketing manager can select from a variety of methods to achieve customer loyalty, whereas the effect of these methods remains unclear. Therefore, this paper focuses on the measurement of drivers of customer retention in an online shopping environment. In detail, we analyze seven different groups of instruments: individualization, information, integration, interaction, convenience, community, and bonus systems. Using formative constructs, we are able to derive detailed management implications with regard to relative performance of different instruments. In addition, we derive management implications for specific business models by estimating PLS-models on an individual shop level. Our model identifies convenience, individualization and informative as well as interactive elements as the most important instruments in order to achieve customer retention. In addition, community aspects are significant in some businesses.
International Journal of Research in Marketing, 2015
Take-down policy If you believe that this document breaches copyright please contact us providing... more Take-down policy If you believe that this document breaches copyright please contact us providing details, and we will remove access to the work immediately and investigate your claim.
During a crisis, society calls for individuals to take prosocial actions that promote crisis mana... more During a crisis, society calls for individuals to take prosocial actions that promote crisis management. Indeed, individuals show higher willingness to help after a disaster. However, the COVID-19 pandemic presents significant differences as it is an ongoing crisis that affects all individuals and has the potential to pose a direct health threat to anyone. Therefore, we propose that the pandemic may also negatively affect willingness to help, specifically blood donation intentions. It requires a high level of willingness to donate blood beyond the crisis outbreak, as more blood will be needed when postponed surgeries resume. When comparing blood donation intentions from a pre-pandemic study to results from a six-wave (bi-weekly) panel study conducted in Germany during the first pandemic phase (April to June 2020), we find lower medium and long-term blood donation intentions. While active donors show increased awareness of ability and eligibility to donate at the beginning of the pan...
Background: Donor retention is essential for blood banks because acquiring new donors is more exp... more Background: Donor retention is essential for blood banks because acquiring new donors is more expensive than retaining existing ones. Previous studies show that the temporary deferral of donors negatively impacts future donation likelihood. In this study, we analyze the impact of temporary deferrals on future donation behavior while correcting for potential endogeneity, depending on the level of donor experience and number of previous deferrals. Study Design and Method: We use data from more than 123,000 whole blood donors of the Austrian Red Cross over a period of 5.5 years. We estimate logit models to analyze how a deferral affects future donation behavior while controlling for potential selection biases because donors are not deferred randomly. We control for gender, blood type, years since first donation, and number of previous donations and deferrals. We analyze the direct deferral effect, its interaction with donor experience, and the number of previous deferrals. Results: Our results confirm that temporary deferrals hurt future donation behavior. This effect varies with donor experience and the number of previous deferrals. The effect is weaker with a higher number of previous donations and is stronger with a higher number of previous deferrals. The results suggest that donors learn to cope with deferrals the more they donate. However, the negative effect of deferrals amplifies over time, and each additional deferral decreases donation likelihood. Conclusion: Blood banks that seek to overcome the negative effect of deferrals should be aware that this effect varies with donor experience and with the number of previous deferrals. Our results suggest that blood banks should focus on earlystage donors who are deferred because the negative deferral effect is stronger for more experienced donors. At the same time, blood banks should be careful with donor groups who have experienced deferrals in the past because every additional deferral demotivates future donation behavior. Overall, researchers should be careful to correct for endogeneity because our results suggest that ignoring these effects could lead to substantial underestimation of the negative deferral effect.
A donor health questionnaire (DHQ) aims to ensure the safety of donors and recipients of transfus... more A donor health questionnaire (DHQ) aims to ensure the safety of donors and recipients of transfusions or transplantations with blood components, plasma‐derived medicinal products, tissues, haematopoietic stem cells and medically assisted reproduction (in short substances of human origin; SoHO). Currently, many different DHQs exist across countries and SoHO. TRANSPOSE (TRANSfusion and transplantation PrOtection and SElection of donors) developed and validated a standardized DHQ to use across countries and SoHO. We tested whether participants understand the questions and provide honest answers.
Background and Objective Societies require prosocial activities during crises. The COVID-19 pande... more Background and Objective Societies require prosocial activities during crises. The COVID-19 pandemic presents individuals with unique challenges that may affect their emotional state leading to reformed personal moral norms. Crucially, personal moral norms are important predictors of moral behaviour. Given the longevity of the pandemic, studying its impact on affect, satisfaction and internal drive of (non-)donors during COVID-19 and if personal moral norms are affected is paramount. Material and Methods This study relies on longitudinal data, consisting of six waves carried out biweekly. Our panel is representative for the German population, capturing changes in affect, satisfaction, internal drive and personal moral norms. We compare the emotional state and personal moral norms of (non-)donors in the pandemic to pre-pandemic phase. Moreover, we analyse changes in emotional state and personal moral norms during the pandemic and investigate the role of emotional state on personal moral norms. Results Firstly, our results show that personal moral norms of (non-)donors drop compared to pre-pandemic. Within pandemic, personal moral norms of active donors are not further altered. Secondly, we find significant changes of emotional state in the pandemic compared to pre-pandemic phase, for example individuals feel more optimistic, but less satisfied and less energetic. Thirdly, we find that feeling more grateful increases personal moral norms of non-donors. Conclusion This study provides insights into how crises shape (non-)donors' emotional state and its impact on relevant donor motivations, that is, personal moral norms. Blood banks can use this knowledge to enhance recruiting and retention efforts during crises.
ABSTRACT This paper introduces the new Idea Forum at the Journal of Media Economics and provides ... more ABSTRACT This paper introduces the new Idea Forum at the Journal of Media Economics and provides an overview of the challenges in the movie industry caused by the market entry of subscription-based video on demand (SVOD) providers such as Netflix and Amazon (Prime). Specifically, we focus on the fundamental shift in traditional distributors’ value chains and business models that are threatened by the market entry of global SVOD services. We focus on the need for distributors of filmed entertainment to reinvent their operations in order to stay relevant by leveraging their unique, hard-to-imitate resources. Following the Resource Based View (RBV) of the firm framework, we identify four key sources of competitive advantage associated with traditional distributors, namely their ability to (1) accurately assess product quality and forecast performance, (2) exploit B2C markets through sequential distribution system that combines both physical and digital distribution channels, (3) strategically use their push power, and (4) effectively monetize content via elaborate relationship networks with both production studios and exhibitors. We use competitive market analysis to explain how the distributors’ current competitive environment affects these four resources in response to SVOD. Related to each of the four key resources, we discuss key managerial opportunities for distributors aiming to regain and sustain competitive advantage.
Journal of Media Economics is a leading journal for the media discipline. It publishes relevant i... more Journal of Media Economics is a leading journal for the media discipline. It publishes relevant insights from rigorous original research on the economics and policy of mediated communication, focusing on firms and institutions as well as on markets and societies. The journal has been established in 1988 and was managed for more than three decades by conscientious editors from communication research or media economics. The quality of the journal is reflected in the impressive list of international authors that worked together with the ad hoc reviewers, the editorial board, and the editors in publishing their work. As the new editors, we congratulate you for your excellent work. The Journal of Media Economics is now edited by two researchers that work on the interfaces of innovation, marketing, information systems, and media. We both recognize the initial focus of the Journal of Media Economics on policies promoting social and political objectives because they continue to have significant economic impacts on media. We aim to keep this research tradition alive. In the following, we elaborate on our vision regarding the future scope and structure of the Journal of Media Economics.
Programmatic advertising is prevalent in online advertising. However, it offers managers limited ... more Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type of website where the ad appears, resulting in brand safety issues. Aware of the risk that ads may potentially display on websites of poor quality (nonpremium websites), managers have developed strategies to reduce this risk. Due to the lack of empirical insights, these strategies are based on “gut feeling” and depend on campaign type (branding versus performance) and brand type (premium versus nonpremium). Our research addresses this void and analyzes website quality effects for premium and nonpremium brands in branding and performance campaigns. Our results show that effects, indeed, vary depending on campaign and brand type, but not in ways that managers might expect. When a branding ad appears on a nonpremium website, attitudes towards the ad and the brand deteriorate, but only for premium brands. In contrast, website quality does not affect awareness for either type of brand. When a performance ad appears on a nonpremium website, it generates fewer clicks; this effect is stronger for premium brands. Overall, these findings enrich our understanding of the consequences of programmatic advertising and highlight the crucial role of website quality dependent on campaign goal and brand type.
Die von der Academy of Motion Picture Arts and Sciences verliehenen Oscars gelten als die höchste... more Die von der Academy of Motion Picture Arts and Sciences verliehenen Oscars gelten als die höchste Auszeichnung im Filmgeschäft. Mithilfe unterschiedlicher Regressionsanalysen werden in diesem Beitrag die Faktoren ermittelt, die die Oscar-Nominierung von Kinofilmen beeinflussen. Auf Basis einer Stichprobe von 692 Kinofilmen, die zwischen 2001 und 2005 formal für eine Nominierung in Frage kamen, können insbesondere Kritiken und das Produktionsbudget als Treiber einer Nominierung identifiziert werden. Als nachteilig erweist sich dagegen ein Kinostart lange vor dem Nominierungszeitpunkt. Zudem können wir zeigen, dass der Erfolg an der Kinokasse positiv auf die Nominierung wirkt.
ABSTRACT Managers predict the sales of new entertainment products prior to their release using co... more ABSTRACT Managers predict the sales of new entertainment products prior to their release using comparables, such as similar books from the same author or movies with the same actors. In this study, the authors analyze whether diffusion models for media products provide helpful support in the management task of predicting prelaunch sales of the first distribution channel for three different product categories. They compare the performance of predictions based on (a) simple success factor regressions (OLS) and (b) diffusion models against real management predictions. Based on samples covering the German music, film, and the literary market, we show that model-based forecasts outperform the forecasts of management teams for the majority of the products. In contrast, management is superior in forecasting top sellers. This is due to unobserved factors arising from more management attention attached towards super stars. The authors do not find substantial prediction differences between simple success factor regressions and more complex diffusion models. Thus, managers interested in total sales estimates can easily rely on OLS based success factor predictions. Advertising and product differentiation factors with respect to quality (e.g., star power, critics, or country of origin) are across all 3 industries highly relevant for sales predictions, whereas others variables (e.g., price, distribution power, season, or competition) differ across industries.
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung
SummaryA personal video recorder (PVR) is a video recorder with a hard drive or a PC with an inte... more SummaryA personal video recorder (PVR) is a video recorder with a hard drive or a PC with an integrated TV tuner card. Instead of recording the movies on an analogue tape, they record content digitally on the PVR’s hard drive. PVRs can be connected to the Internet, allowing users to (illegally) massively distribute recorded content online using for example peer-to-peer networks like KaZaA.The PVR technology enables new services, which influence the traditional business models of broadcasters (free and pay TV). On the one hand shows containing commercials are recorded and stored digitally on a user’s hard drive, which allows easy skipping of ads. Some PVRs even automatically skip ads while playing the recording. On the other hand pay TV content is widely available for free on illegal channels like KaZaA reducing the uniqueness of pay TV offerings.This article discusses the risks arising with increasing diffusion of PVRs. Depending on the chosen formats the risks for the business models of free and pay TV stations are presented. The article finally provides strategic implications for TV stations facing the competition of PVRs.
We study the influence of shipping fee schedules on the return behavior of customers. Based on a ... more We study the influence of shipping fee schedules on the return behavior of customers. Based on a randomized field experiment, we analyze the behavior of visitors of an online shop. Specifically, online shop visitors are assigned to one of seven different shipping fee structures where (a) minimum order sizes, (b) shipping fees, and (c) threshold-based free shipping levels are varied. We observe the number and amount of purchases as well as the number and amount of returns, which allows us to calculate the value of the purchased goods after returns in € (net order value). We find a positive effect of shipping fees on purchase value (pre- and post-return). However, we find that minimum order values lead to slightly more returns by current customers and that threshold-based free shipping leads across all customers to a higher number of strategic returns because they tend to return more items. Threshold-based free shipping decreases purchase incidence (but not purchase value). Interestingly, we do not find negative effects of minimum order value on purchase incidence or purchase value.
The collection of blood given by donors has proven to be a substantial societal and a managerial ... more The collection of blood given by donors has proven to be a substantial societal and a managerial challenge. Consequently, blood donation services seek for incentive mechanisms to retain donors. However, economic or material rewards might entail negative side effects such as motivational crowding out or even attracting "bad blood". In an effort to increase the retention of established blood donors, we conducted two randomized field trials (N 1 = 53,257, N 2 = 31,522) in cooperation with the German Red Cross Blood Donation Service and tested the effectiveness of an incentive strategy that is directly related to the blood donation itself: offering a comprehensive blood health check. Contrary to previous related research, we found substantial positive effects of a comprehensive blood health check incentive on donation behavior. In addition, unlike previous studies, we examine effects of repeated exposure to this incentive and do not find any wearout effects. Considering the positive effect of this incentive on donor retention and the relative low cost for providing this service to donors, our findings suggest that offering comprehensive blood health check incentives is a viable and cost-efficient marketing strategy to increase the retention among previous donors even if offered over the longer run.
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 2016
ZusammenfassungDer Kunstmarkt weist bei einem jährlichen internationalen Marktvolumen von ca. 43 ... more ZusammenfassungDer Kunstmarkt weist bei einem jährlichen internationalen Marktvolumen von ca. 43 Mrd. US$ neben dem kulturellen Stellenwert auch interessante ökonomische Implikationen auf, die für die betriebswirtschaftliche Forschung relevant sind. Da ein Gemälde ein Einzelstück ist, das selten gehandelt wird und dessen Wertschätzung sehr subjektiv ist, besteht eine erhebliche Unsicherheit bzgl. des Markt-Preises. Durch die wachsende Bedeutung des Kunstmarktes wurden zunehmend Studien veröffentlicht, die vor allem versuchen, die am Markt erzielten Preise zu erklären. In diesem Aufsatz werden die bisherigen empirischen Forschungsergebnisse aufbereitet. Es werden die zentralen Einflussfaktoren auf die Nachfrage nach Kunstwerken systematisiert und empirische Generalisierungen abgeleitet. Die hier präsentierte Literaturanalyse verdeutlicht entlang einer Analyse der Produkt-, Künstler-, und Handelsfaktoren die zentralen Erfolgsfaktoren von Kunstwerken hinsichtlich des am Markt realisierten Preises für Kunst.AbstractBesides the cultural importance, the fine arts market with an annual market volume of 43 billion US$ has interesting economic implications that are crucial for management research. Because paintings are unique, rarely for sale and their valuation is subjective, there is a large uncertainty regarding the market price. Due to the growing importance of the art market there exist numerous studies that try to explain in particular the market prices. This article provides a synthesis of empirical research results so far. Crucial influence factors on the fine arts demand are systemized and empirical generalizations are derived. Along an analysis of product, artist and trade factors, the present literature study illustrates the crucial success factors of fine arts with regard to the price obtained at the art market.
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 2009
ZusammenfassungInsbesondere bei vertraglich-fixierten Kundenbeziehungen ist oftmals ein nicht une... more ZusammenfassungInsbesondere bei vertraglich-fixierten Kundenbeziehungen ist oftmals ein nicht unerheblicher A nteil der Kundenbasis unprofitabel und liefert somit einen negativen Wertbeitrag zum Gesamtdeckungsbeitrag des U nternehmens. D ieses Kundensegment erfordert ein spezielles M anagement–insbesondere wenn davon auszugehen ist, dass diese Kunden auch in der Zukunft nicht in die Gewinnzone geführt werden können. D ie einzelnen M aßnahmen zur Entbindung unprofitabler Kunden (so genanntes „Demarketing“) variieren dabei nach dem gewünschten A ktivitätslevel des U nternehmens (aktiv versus passiv) und dem angestrebten Beendigungsgrad. Es zeigt sich, dass in der Praxis insbesondere D emarketing-Strategien im Bereich der Produkt- und Preispolitik eingesetzt werden.AbstractThe existence of unprofitable customers is a common problem in many industries, especially in long term contractual relationships. Continuously serving unprofitable customer segments has a negative impact on the companies overall performance. This segment therefore requires special treatment: Demarketing–which is the combination of reducing interaction with selected customer segments and severing the relationship with others completely. Demarketing instruments cover all components of the marketing mix. A detailed literature review shows that companies focus mainly on price and product strategies.
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 2013
ZusammenfassungOnline-Marketing-Managern steht eine große Bandbreite an innovativen Kundenbindung... more ZusammenfassungOnline-Marketing-Managern steht eine große Bandbreite an innovativen Kundenbindungsinstrumenten zur Verfügung, deren Wirkungsstärke unklar ist. Dieser Aufsatz fokussiert auf die Analyse der Treiber der Kundenbindung im Internet und untersucht sieben übergeordnete Instrumentgruppen: Individualisierung, Information, Integration, Interaktion, Convenience, Community und Anreizsysteme. Durch die formative Messung im Rahmen eines PLS-Modells können konkrete Managementaussagen bezüglich der relativen Wirkungsstärke einzelner Instrumente abgeleitet werden. Zusätzlich werden die Erfolgsfaktoren auf Shop-Ebene betrachtet, um Managementimplikationen für spezifische Geschäftsmodelle herleiten zu können. Die Ergebnisse zeigen, dass die Gestaltung der Webseite bezüglich Benutzerfreundlichkeit und Informationsgehalt sowie die Angebots-Individualisierung und Fokussierung der Interaktion maßgebliche Treiber für die Kundenbindung im Internet sind. Zusätzlich sind Community-Aspekte in bestimmten Bereichen von Relevanz.AbstractOnline marketing manager can select from a variety of methods to achieve customer loyalty, whereas the effect of these methods remains unclear. Therefore, this paper focuses on the measurement of drivers of customer retention in an online shopping environment. In detail, we analyze seven different groups of instruments: individualization, information, integration, interaction, convenience, community, and bonus systems. Using formative constructs, we are able to derive detailed management implications with regard to relative performance of different instruments. In addition, we derive management implications for specific business models by estimating PLS-models on an individual shop level. Our model identifies convenience, individualization and informative as well as interactive elements as the most important instruments in order to achieve customer retention. In addition, community aspects are significant in some businesses.
International Journal of Research in Marketing, 2015
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Papers by Michel Clement