Structural equation modeling (SEM) is increasingly a method of choice for concept and theory development in the social sciences, particularly the marketing discipline. In marketing research there increasingly is a need to assess complex multiple latent constructs and relationships. Second-order...

The term “yellow notes” has long been used to refer to the academician's trusty and unchanged tool for “effective” teaching. This article discusses how new technologies are changing both the marketing discipline and higher education. These changes are making the old “yellow notes” an...

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...

Etwa ein Viertel aller befragten Unternehmen klagt über eine abnehmende Bereitschaft der Banken zur Kreditvergabe und über eine Verschlechterung der Kundenbetreuung. Zwei Drittel der befragten Unternehmen konstatiert die Weigerung der Banken, aufgrund von Forderungsausfällen die Kreditlinie...