This paper describes the use of corporate decision and strategy simulations as a decision-support instrument under varying market conditions in the tourism industry. It goes on to illustrate this use of simulations with an experiment which investigates how successful different market...

Consumers increasingly expect companies to make a broader contribution to society. The business benefits of doing so, however, are currently not evident. Prior studies conclude that consumers’ purchase decisions are positively influenced by socially responsible initiatives. However, this...

This paper describes the use of corporate decision and strategy simulations as a decision-support instrument under varying market conditions in the tourism industry. It goes on to illustrate this use of simulations with an experiment which investigates how successful different market...

Identifying the target segment is the basis of developing efficient market segmentation strategies and efficient market segmentation is vital in an industry that is becoming increasingly competitive, as in the case of international tourism. In Austria, hotels in higher star grading categories...

High quality image data on how consumers perceive brands is essential to make good brand management decisions. Prior studies reveal that brand images are not very reliable, as they are typically measured in industry, which might be due to the answer format typically used (Rungie et al., 2005)....

Data-driven segmentation has become standard practice in strategic marketing. Typically, however, respondents are grouped only once, implicitly assuming deterministic nature of the segmentation methods applied. Once the segments are derived, background variables are used to test the significance...

Corporate social responsibility (CSR) has received considerable research attention over the past several decades, including a growing body of work examining consumer responses to firms’ socially-responsible initiatives. Much of this has been of an experimental design, with CSR narrowly focused...

Research into nonprofit organizations abounds, but not much is known about public sector nonprofit organizations. Recent funding incentives in Australia have led to significant changes in the market environment for such organizations. This study describes these market changes and explores the...

Using an experiment built into a longitudinal survey, we demonstrate that the low stability of consumers’ brand-attribute associations (see Rungie et al., 2005) can be partly explained by the prevailing methods used in market research, which can often lead consumers to construct temporary...

Data-driven segmentation has become standard practice in strategic marketing. Typically, however, respondents are grouped only once, implicitly assuming deterministic nature of the segmentation methods applied. Once the segments are derived, background variables are used to test the significance...