In diesem Lehrbuch wird zunächst in kompakter Form die Besonderheiten von Dienstleistungen vorgestellt und im Anschluss daran die zentralen Einflussfaktoren auf die Produktion und Konsumption von Dienstleistungen diskutiert. Im Zentrum des Buches steht die Vorstellung der Marketingkonzeption...

Purpose: We challenge the discontinuity (also called incompatibility) hypothesis of generalized and particularistic trust, suggesting that the two types of trust are incompatible. This view is problematic because if so, it remains unclear, for instance, how communities scoring high in...

Purpose: The purpose of this study is to understand how employees of an organization build and maintain successful business relationships by analyzing major antecedents of relationship quality and relationship commitment. Design/methodology/approach: In this study, the authors develop a...

Purpose – One of the key drivers of competitiveness and growth of emerging countries is their ability to innovate. While India has successfully implemented innovative processes for software development, many Western nations have led in new product designs. The purpose of this paper is to...

Optimierungsmodelle führten im Marketing lange Zeit ein eher bescheidenes Dasein. Dies hat sich jedoch durch die Übertragung der Aussagen der Neuen Institutionenökonomik sowie die gestiegenen Rechnerkapazitäten geändert. Mittlerweile können zum Beispiel agentenbasierte Simulationen...

The present study analyzes data of 191 mobile network operators from 49 countries in order to identify the extent of first-mover and incumbency advantages. A large number of new market entry opportunities and involvement of many previous state-owned monopolists have characterized the mobile...