Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product...

Option bundling combines different product features (options) to certain product packages (bundles). Customers can select or deselect bundles in order to tailor basic products according to their individual needs. While marketing related aspects are broadly discussed in the literature, the...

Collaboration in Virtual Corporations (VC) increases in importance, especially for small and medium enterprises (SME) that operate in a dynamically changing business environment. Even so, only few empirical efforts have been carried out to analyze the complex issues related to this topic. The...

The objective of this article is to present a didactic example of Structural Equation Modeling using the software SmartPLS 2.0 M3. The program mentioned uses the method of Partial Least Squares and seeks to address the following situations frequently observed in marketing research: Absence of...

Die Zielsetzung der vorliegenden Untersuchung ist die Analyse der Wettbewerbsstrategien im lokalen Telekommunikationsmarkt. Es wurden Unternehmen in der Bundesrepublik Deutschland mittels einer schriftlichen Erhebung befragt, die eine Klasse 3- bzw. 4-Lizenz zur Übertragung von...