Die Qualit�tskontrolle ist in der Wirtschaftspr�fung ein aktuelles Thema. Mit der Option bzw. dem Zwang einer externen Qualit�tskontrolle und den entsprechenden Zertifizierungsm�glichkeiten besteht die M�glichkeit zur Differenzierung am Markt. Hierbei ist insbesondere...

The present study develops and tests based on the objectives of the dual-mediation-model an effectiveness model for free premiums. The proposed model is tested using different types of free premiums' characteristics (value, product-premium fit) as well as characteristics of consumers (smart-...

The identification and analysis of moderator relationships regularly confronts the empirical research with statistical and methodical challenges. Which misinterpretations and false conclusions result from different methodical procedures for the identification of moderator effects shall be...

The degree of adaptation or standardization of the marketing program is critical in international business ventures. However, findings within this important research field and, consequently, implications for practice remain contradictory and confusing. The purpose of this paper is to examine...

Knowledge about the existence or extension of competitive advantages and a comprehensive picture of a target market are important inputs for strategic planning and control. These two factors determine, among other things, the yield and risk of a strategic business unit. Higher market...

Insbesondere vor dem Hintergrund des demographischen Wandels erkennen Unternehmen zunehmend die Potenziale der Konsumenten der Altersgruppe 50plus. Um den Best Ager Markt adäquat bearbeiten zu können, ist es erforderlich die Besonderheiten im Kaufverhalten dieser Zielgruppe zu kennen und in...

Prior research indicates that consumer preferences often depend on the evaluation context, such that different evaluation tasks and different types of attributes used to describe product alternatives have varying influences on preference formation. This study investigates whether these findings...