Articles in books and Proceedings

Citation:
Eggers, F., Sattler, H., Teichert, T., Völckner F. (2018). Choice-Based Conjoint Analysis, in: Homburg C., Klarmann M., Vomberg A. (Hrg.) Handbook of Market Research. Springer, Cham, 1-39.
https://doi.org/10.1007/978-3-319-05542-8_23-1 

Abstract:
Conjoint analysis is one of the most popular methods to measure preferences of individuals or groups. It determines, for instance, the degree how much consumers like or value specific products, which then leads to a purchase decision. In particular, the method discovers the utilities that (product) attributes add to the overall utility of a product (or stimuli). Conjoint analysis has emerged from the traditional rating- or ranking-based method in marketing to a general experimental method to study individual’s discrete choice behavior with the choice-based conjoint variant. It is therefore not limited to classical applications in marketing, such as new product development, pricing, branding, or market simulations, but can be applied to study research questions from related disciplines, for instance, how marketing managers choose their ad campaign, how managers select internationalization options, why consumers engage in or react to social media, etc. This chapter describes comprehensively the “state-of-the-art” of conjoint analysis and choice-based conjoint experiments and related estimation procedures.

Keywords: Preference measurement, Choice experiments, Conjoint analysis, Conjoint measurement, Tradeoff analysis, Choice-based conjoint, Adaptive conjoint, Utility function, New product development, Revealed preference, Incentive-aligned mechanisms, Willingness-to-pay, Market simulation 

in: 2016 Global Marketing Conference at Hong Kong, 56-66.

in: WHICEB 2016 (Hrsg.): Proceedings, Paper 67, Wuhan.

Abstract: Affected by the factors like population, economic and geographic conditions, accommodation offerings are inherently different at different cities and characterized with their specific features. This heterogeneity is not limited to the supply-side but covers the demand-side as well. For instance, business and leisure tourists may favor different travel destinations. Therefore, the development of accommodation industry needs to match the evolving demands of tourists. In this study, we utilize text mining techniques to understand English-speaking tourists’ likes and dislikes with regard to hotels
at different Chinese cities. Based on the studying the titles of 96,089 English reviews collected from TripAdvisor, the study seeks to explore the hotel attributes that tourists discussed in their reviews with regard to their lodging experience at a specific city. In particular, tourists’ complaints are studied through the use of low rating reviews. In addition, hotel features
favored by tourists are identified via associating hotel attributes with sentiment-featured words like ‘great’ and ‘good’. Finally, an overall perspective on customer reviews is visualized in co-occurrence maps of jointly used sentiments and key-words. The research findings offer city-level strategic insights for hotel management.

Keywords: TripAdvisor, word-of-mouth, content analysis, satisfaction, hotel

in: Homburg, C.; Klarmann, M.; Vomberg, A. (Hrsg.): Handbuch Marktforschung: Methoden - Anwendungen - Praxisbeispiele, 4. Aufl., Wiesbaden, forthcoming.

Conjoint analysis is one of the most popular methods to measure preferences of individuals or groups. It determines, for instance, the degree how much consumers like or value specific products, which then leads to a purchase decision. In particular, the method discovers the utilities that (product) attributes add to the overall utility of a product (or stimuli). Conjoint analysis has emerged from the traditional rating- or ranking-based method in marketing to a general experimental method to study individual’s discrete choice behavior with the choice-based conjoint variant. It is therefore not limited to classical applications in marketing, such as new product development, pricing, branding, or market simulations, but can be applied to study research questions from related disciplines, for instance, how marketing managers choose their ad campaign, how managers select internationalization options, why consumers engage in or react to social media, etc. This chapter describes comprehensible the ‘state-of-the-art’ of conjoint analysis and discrete choice experiments.

In: Li H., Mäntymäki M., Zhang X. (Hrsg.): Digital Services and Information Intelligence. I3E 2014. IFIP Advances in Information and Communication Technology, Vol 445. Springer, Berlin, Heidelberg.

Abstract: Despite considerable efforts have been devoted to study consumer loyalty, there is a lack of knowledge concerning how online service loyalty is or can be established in a competitive e-service market, in which several major service providers coexist to compete for customers. In this study, we attempt to explore the industry environment of Chinese social networking service (SNS), and examine the association between consumer satisfaction and switching costs in building service loyalty. From a resource-based view, unique service resources of SNS (critical mass and supplemental entertainment) are examined regarding their potentials in enhancing consumer satisfaction, habit and switching costs. The results show that habit and the interaction effect of satisfaction and switching cost are the key determinants of SNS loyalty. Critical mass and supplemental entertainment directly or indirectly affect habit and switching costs. This study attempts to bring the thought of competitive environment into e-service loyalty research while new insights for e-service loyalty building in different market environments are discussed.

Keywords
Social networking service loyalty habit critical mass switching cost satisfaction supplemental entertainment SNS

in: Tidd, J. (Hrsg.): From Knowledge Management to Strategic Competence – Assessing Technological, Market and Organisational Innovation, Imperial College Press, London, 281-304.

No abstract available

in: Brem, A.; Tidd, J. (Hrsg.): Perspectives on Supplier Innovation – Theories, Concepts and Empirical Insights on Open Innovation and the Integration of Suppliers, Imperial College Press, London, 311-342.

No abstract available.

in: Ahmad, K. (Hrsg.): Affective Computing and Sentiment Analysis – Emotion, Metaphor and Terminology. Springer Netherlands , Vol. 45, 115-124.

Sentiment analysis is particularly relevant in marketing contexts because it can contribute to an in-depth understanding of consumer behaviour. This manuscript illustrates an exemplary best-practice case study for the application of text analysis tools. The case study analyzes the association of female consumers with the product category “shoes”. Automated text analysis is used to identify features and structures from the qualitative data at hand. The results of the automated text analysis are contrasted with manual feature coding, showing a comparable coding quality while yielding considerable savings of time and effort. Thus we conclude that NLP offers a high potential for future research applications to solve marketing problems.

in: Bronner, K.; Hirt, R.; Ringe, C. (Hrsg.): Audio Branding Academy Yearbook 2010/2011, Nomos Verlag, Baden-Baden, 179-188.

(Sound) design and brand are able to create unique selling propositions and thus constitute key success factors for innovations. This paper examines relevant dimensions of sound design from a customer-behaviour perspective. It assesses the influence of sound design in combination with other product characteristics. A consumer typology is developed and the interactions between sound design and other product attributes are investigated at segment level. A preliminary empirical study reveals that the perception of innovativeness, emphasis of fit and purchase intention depend both on sound design, brand and technical functionality by themselves as well as on their interactions. Conclusions are presented both from marketing and research perspective, and implications for the design process of new products are provided.

in: Bruhn, M.; Hadwich, K. (Hrsg.): Dienstleistungsproduktivität – Innovationsentwicklung, Internationalität, Mitarbeiterperspektive, Forum Dienstleistungsmanagement Band 2, Gabler, Wiesbaden, 145-170.

No abstract available

in: Meyer, S.; Fischer, M. G. (Hrsg.): Gesundheit und Wirtschaftswachstum: Recht, Ökonomie und Ethik als Innovationsmotor für die Medizin, Springer, Berlin et al., 173–192.

No abstract available

Teichert, T.; Wagenführer, D.; Steilmann, E. (2010), Marketing zur strategischen Geschäftsentwicklung

in: Heyer, G. (Hrsg.): Text Mining Services – Building and Applying Text Mining Based Service Infrastructures in Research and Industry, Proceedings of the Conference on Text Mining Services 2009 at Leipzig University, Leipziger Beiträge zur Information Band XIV, 181-190.

The application of textmining services for marketing research purposes has been enjoying encreasing popularity. This manuscript introduces a textmining tool developed specifically for the purpose of analyzing primary data in the form of transcribed interviews. Based on a brand image study for a well-known German automobile brand with 120 in-depth interviews, the power of this tool is evaluated by comparing its results to manual coding. The results show that the textmining tool at hand can achieve a good feature extraction and categorization quality for the most frequently mentioned and thus most salient concepts. Database improvements and extensions as well as the introduction of a threshold of mentioning frequency for the inclusion of a feature in the categorization process could significantly contribute to a reduction of manual re-coding efforts.

in: Baier, D., Brusch, M. (Hrsg.): Conjointanalyse, Berlin, 19–39.

No abstract available

in: Meckl, R., Rongping, M., Fanchen, M.: Technology and Innovation Management. Theories, methods and practices from Germany and China, 2nd Chinese-German Symposium on Innovation, München, 190–197.

No abstract available

in: Sherif, Mostafa H.; Khalil, Tarek M., Management of Technology Innovation and Value Creation, New Jersey, 359–380.

No abstract available

freeDoMS, Department of Management Studies, Indian Institute of Science, Bangalore 1/2 , 1–3.

No abstract available

A broad stream of management literature has focused on resource-based firm strategies for achieving competitive advantage (Barney, 1991; Conner, 1991; Peteraf, 1993; Wernerfelt, 1984). However, relatively little is known on when and how these strategic resources can and should be activated. Gaining a head-start over competitors requires timely responsiveness, reaction to market intelligence as well as rapid and flexible product innovation (Kohli and Jaworski, 1990; Brockhoff, 1997). At the same time, competitive pressures from globalisation have forced firms to make every effort to streamline and rationalise their workflow (Franko, 1989). This has often led to outsourcing and offshoring strategies, that is, the shift of labour-intensive manufacturing to countries with significantly lower labour costs in order to decrease product prices (Teece et at., 1997). Some - and not by coincidence the most successful - companies in their sector, however, have created their own approach to coping with this situation. Spanish fashion retailer ZARA, for example, has been the prototype for a new kind of competitive strategy. It competes within the market in a dynamic manner through its rapid launch of new products. We call this a rapid response capability, which is also referred to in the literature as dynamic capabilities (Eisenhardt and Martin, 2000; Hoopes et at., 2003). More precisely, we explore its roots and antecedents to discover how firms may create and take advantage of employing such capability. This is particularly interesting as the development of rapid response capabilities is an important way to overcome competition based on price/cost advantages through speed and flexibility (Berger, 2006). Building on Nelson and Winter's (1982) view of organisations as a nexus of operational and administrative routines, we define rapid response capabilities specifically as a result of learning mechanisms directed at matching internal strategic resources with the external strategic context (Zollo and Winter, 2002). The goal of this analysis is twofold. First of all, we aim to develop a theoretical framework dealing with this particular type of capability whilst testing it empirically. As Helfat and Peteraf (2003: 997) argued, 'it is difficult to fully explain how firms use resources and capabilities to create a competitive advantage', we provide some initial indications for management on the understanding of rapid response capability development. Our study is designed to, first of all, provide a conceptual framework with accompanying hypotheses. It also presents our empirical study that validates our hypotheses. In addition, the results of this quantitative analysis are also provided here. Based on these results, we discuss our findings on rapid response capabilities and, finally, we offer our concluding remarks.

in: A. Gustafsson, A. Herrmann und F. Huber (Hrsg.): Conjoint Measurement: Methods and Applications, 4. Aufl., Berlin et al. , 113–131.

We propose evolutionary conjoint as a new model-free method based on interactive evolutionary algorithms. Evolutionary algorithms transfer principles of Darwin 's evolution theory (1859) to optimization problems of other disciplines. Algorithms are based on the principle of “survival of the fittest” and provide robust solutions for large dimensioned optimization problems. By combining evolutionary algorithms with conjoint analysis we overcome some limitations of traditional conjoint analysis.

in: A. Herrmann, C. Homburg und M. Klarmann (Hrsg.): Handbuch Marktforschung: Methoden – Anwendungen – Praxisbeispiele, 3. Aufl., Wiesbaden, 2007, 689–711.

This chapter presents a concise description of choice-based conjoint analysis. We briefly describe in section 1 the general concept of the conjoint choice approach. Next, section 2 introduces the random utility view and derives the probabilistic conjoint choice model. In section 3.1 important decisions in designing a choice-based conjoint experiment are discussed. Section 3.2 gives several approaches that can be used to estimate a choice-based conjoint model, namely the multinomial logit model (MNL), the latent class MNL and the hierarchical bayes approach. Finally, section 4 gives an overview of recent developments of choice-based conjoint analysis.

This paper analyzes how CVC programs support incumbents' recognition, adoption and exploitation of radical innovation. We show how CVCs need to reconcile the demands of stakeholders in the areas of: (1) balancing financial versus strategic objectives, (2) managing knowledge transfer and value added, and (3) balancing autonomy with operational integration. We argue that by focusing on financial returns within a strategic mandate, by brokering between the corporate parent and the start-up, and by maintaining autonomy CVC units can enhance incumbents' ability to react to radical innovations arising in their environment.

in: A. Herrmann, C. Homburg und M. Klarmann (Hrsg.): Handbuch Marktforschung: Methoden – Anwendungen – Praxisbeispiele, 3. Aufl., Wiesbaden, 2006, 653–685.

This chapter presents a description of classical conjoint analysis. We briefly describe in section 1 the general concept of the conjoint analysis approach and present an introductory example. Next, section 2 introduces the conjoint utility function, describes the estimation and interpretation of (part-worth) utilities, and discusses the transformation of product utility into choice decisions and choice/market shares respectively. In section 3 we describe the basic steps of a classical conjoint-analysis. Finally, section 4 gives an overview of the many fields of application of conjoint analysis.

In: Ricarda B. Bouncken (Hrsg.): Interkulturelle Kooperation - Wissenschaftliche Jahrestagung der Gesellschaft für Wirtschafts- und Sozialkybernetik vom 6. und 7. Oktober 2005 in Greifswald, Duncker & Humbolt, S. 243–256.

Companies and researchers are struggling with the daunting challenges of both radical as well as global innovation. We analyze Concert, a joint venture between AT&T and BT (British Telecom), that started out with a global innovation vision and ended in a failure with 5 billion US$ reported losses. We specifically focus on the innovation processes and conceptualize generic problems above and beyond the joint venture setting. The data were collected by analyzing public documents and by conducting 18 in-depth interviews with nine key members of the former management board. In contrast to the general conception our results show that cultural problems had only minor negative effects on the innovation performance. In contrast, we identify the concept of an innovation strategy as a distinctive and critical element of corporate strategy. For Concert, a lack of an innovation strategy led to divergent and dynamically adapted objectives over time. As a consequence, Concert was not able to build up the organizational competencies of knowledge and process integration critically needed in a global context. In the end, two thirds of the original innovation projects were finished successfully but they did not serve the initial radical vision and were accompanied by failure of the entire company. We conclude that an innovation strategy is needed in the global context to avoid local optima. Its main functions are twofold: the downward transformation of corporate vision into a balanced innovation portfolio for program and project planning as well as the backward integration of resources and knowledge to shape long-term core competencies.

in: Wirtz, Bernd W./Burmann, Ch. (Hrsg.), Ganzheitliches Direktmarketing, Gabler, Wiesbaden, 563–589.

Heute herrscht weitgehend Einigkeit darüber, dass Neuproduktentwicklung einen der wichtigsten Treiber für Wettbewerbsvorteile darstellt. Dieser Kernprozess der Geschäftstätigkeit wird im Zuge des Wechsels vom Verkäufer- zum Käufermarkt durch Markt- und Kundenorientierung dominiert. Trotz der Maxime der Kundenorientierung werden Kunden während des Neuproduktentwicklungsprozesses in der Regel nur hinzugezogen, um eine anfängliche Positionsbestimmung sowie später eine - wenn auch fortwährende - Überprüfung der im Unternehmen generierten Lösungsansätze vorzunehmen. Die Chance, Kunden als Wertschöpfungspartner innerhalb des Produktentwicklungsprozesses zu betrachten und aktiv einzubinden, wird oft vernachlässigt (Joshi/Sharma, 2004). Den Kunden wird so eine weitgehend passive Rolle zuteil. So kritisiert Eric von Hippel, einer der Pioniere der Forschung zu Innovationsbeiträgen von Anwendern, die mangelhafte Ausnutzung des Potenzials der Einbindung von Kunden und Anwendern in Innovationsprozesse im Sinne eines "speaking only when spoken to" (von Hippel, 1978, S. 243). Dies ist insbesondere bedauernswert, weil die Entwicklung von Wissen über Kundenbedürfnisse und Marktentwicklungen als Schlüsselfaktor für den Erfolg von Neuproduktentwicklungsprojekten identifiziert wurde, der sogar als bedeutsamer als der Neuheitsgrad von Produkten einzuschätzen ist (Cooper, 1979). Ein solch tiefes Verständnis von Kundenbedürfnissen durch Einbindung von Kunden in Neuproduktentwicklungsprozesse wird zuweilen als Jungbrunnen ("engine of renewal") für Unternehmen bezeichnet (Bowen et al., 1994).

in: Täube, V./ Franzen, A. (2006), Aspekte der Innovation und Diffusion, in: BSF Arbeitspapiere, S. 35–54.

Diese Arbeit untersucht dynamische Prozesse der Adoption und Postadoption am Beispiel einer Kommunikationsdienstleistung mit Systemgutcharakter. Neben direkten Netzeffekten, die eine Adoption wesentlich beeinflussen und in dieser Arbeit zentral sind, wird der moderierende Einfluss adopter- und produkt¬spezifischer Determinanten empirisch überprüft. Zugleich verspricht eine Erstadoption der Kommunikations¬dienstleistung noch keine kontinuierliche Nutzung. Aus diesen Gründen wird die Entwicklung des derivativen Nutzens eines Konsumenten in der anschließenden Postadoption getrennt analysiert. Beziehungen zwischen Akteuren und ihrem sozialen Umfeld können als komplexe Tauschnetzwerke betrachtet werden, deren Regeln zunächst erlernt werden müssen. Wie die Ergebnisse zeigen, ist der derivative Nutzen in der Postadoption im Gegensatz zur Präadoption weniger von der Größe, hingegen um so mehr von der Qualität des Umfeldes einer Person bestimmt. Praktische Implikationen betreffen das Marketing von Systemgütern, welches gezielt das Beziehungsumfeld von Konsumenten ansprechen sollte. Zudem postulieren wir vermehrt eine Sozialisationsfunktion des Marketings. Für die Gestaltung und die Erfolgsparameter solcher Maßnahmen wird Forschungsbedarf festgestellt.
Link auf die Publikation im Onlinekatalog des BFS

in: Serdült, U. (Hrsg.), Anwendungen sozialer Netzwerkanalyse: Beiträge zur Tagung vom 14. und 15. Oktober 2004. Zürcher Politik und Evaluationsstudien, Nr. 3. Zürich, Institut für Politikwissenschaft, S. 55–70.

Atomisierte Akteursmodelle haben im sozialwissenschaftlichen Diskurs empirische und theoretische Einschränkungen erfahren. In Folge hiervon erweitern neuere Forschungsansätze ihre Erklärungsebene vom einzelnen Akteur hin zu einem Beziehungsnetz. In der Betriebswirtschaftlehre kommt den Transaktionen zwischen Akteuren eine historisch besondere Bedeutung zuteil, insofern als diese wirtschaftliche Beziehungen zwischen Organisationen und Beziehungen zwischen Mitgliedern von Organisationen zum Untersuchungsgegenstand hat. Die Bedeutung von Netzwerken ist in der Betriebswirtschaftslehre zudem eng verknüpft mit dem Begriff des sozialen Kapitals. Ziel dieses Beitrages ist eine Reflexion von Netzwerkperspektiven und ihrer Bedeutung im betriebswirtschaftlichen Diskurs. Dazu dient eine bibliometrische Analyse des Begriffes des sozialen Kapitals, in der Konzepte und Verwendungsweisen empirisch erfasst werden. Mittels inhaltlicher Reflexion werden divergierende Perspektiven systematisiert. Nach Aufzeigen des Spektrums von betriebswirtschaftlichen Netzwerkanwendungen werden die bedeutendsten Autoren zu sozialem Kapital und ihre Konzepte vorgestellt. In einer vertieften Analyse werden vier idealtypische Perspektiven unterschieden, die den konzeptionellen Diskurs zum Sozialkapital prägen. Diese prinzipiellen Auslegungstypen werden abschliessend mit den konkreten betriebswirtschaftlichen Netzwerkanwendungen verbunden, wodurch Zusammenhänge zwischen theoretischen Grundannahmen und empirischen Forschungsarbeiten aufgezeigt werden.

in: (Eds) Clarke, S. und Coakes, E., Encyclopedia of Communities of Practice in Information and Knowledge Management, University of Westminster & University of Hull, 317–319.

In another contribution in this encyclopedia, we presented the construct social structure as the context in which interactions between CoP members take place. Social structure has been defined along several dimensions, for example, group (CoP) longevity, norms for conflict resolution, and coordination of daily exchange. It has been disputed whether social structure can be deliberately influenced by management, that is, whether CoPs represent a social collective that is manageable to a degree as in, for example, a formal project team. In this article, we argue that the social structure of CoPs can be influenced by using a certain leadership style as an influence tactic. We believe that for influencing the kind of social structure proposed for CoPs, transformational leadership is most suitable.

in: (Eds) Clarke, S. und Coakes, E., Encyclopedia of Communities of Practice in Information and Knowledge Management, University of Westminster & University of Hull, 386–387.

The role of language modes for knowledge creation in communities of practice (CoPs) and innovation teams has been stressed by the accounts of storytelling (Orr, 1996; Nonaka & Takeuchi, 1995). Stories work as metaphors connecting new problem situations with prior problem situations. They guide CoP members to arrive at new connections of prior unconnected knowledge domains within cognitive maps. Cognitive maps contain causal and temporal relations between cognitive concepts: "[Cognitive] maps portray causality, predicate logic, or sequences, all capture temporal relations: if this (in the now), then that (in the future)" (Weick, 1990, p. 1). New connections of knowledge domains brought about by metaphorical reasoning enable innovative problem solutions and serve as a 'platform' for new knowledge creation in the future. Thus, investigating metaphorical language usage promises to add value to the understanding of knowledge creation in CoPs.

in: (Eds) Clarke, S. und Coakes, E., Encyclopedia of Communities of Practice in Information and Knowledge Management, University of Westminster & University of Hull, 459–465.

VCoPs are communities of practice (CoPs) characterized by at least partially virtual interactions. Communities of practice are groups of people bound together by shared expertise and passion for a joint enterprise on behalf of an organization (Wenger, 1998). CoPs provide arenas for learning that tend to endure even if the formal organizational structures are changing. To support effective work practices in an ever more distributed work environment, collocated CoPs are complemented by VCoPs. CoPs are virtual (VCoPs) if members interact supported by collaborative technologies in order to bridge time and/or geographical distances. Toolkits of 'computer mediated environments' facilitate community building in addition to personal interaction (Hinds & Kiesler, 2002; Walther, 1995; Wellman et al., 1996).von Wartburg, I., Teichert, T., Rost, K. (2005), Shaping Social Structure in Virtual Communities of Practice

in: Zerres, Ch. (Hrsg.), Markenforschung, Reiner Hampp, München, S. 311–329.

Regionen müssen sich immer stärker im Wettbewerb um Unternehmen, Investoren, Touristen oder Einwohner behaupten. Nur durch die Profilierung eigener Stärken können sie sich Wettbewerbsvorteile gegenüber Konkurrenzregionen verschaffen. Dies erfordert eine Konzentration auf Kernkompetenzen und eine entsprechende Vermarktung im Sinne einer Unique Selling Proposition, damit die Region als einzigartig und unverwechselbar wahrgenommen wird. Ein ganzheitlicher Auftritt und ein Aufbau einer Dachmarke für die Region ist umso mehr erforderlich, als die Stärken der Region sehr unterschiedlichen Zielgruppen konsistent und glaubwürdig zu kommunizieren sind.

in: Albers, S. (Hrsg.), Cross-Functional Innovation Management, Gabler, Wiesbaden, 369–388.

Author co-citation analysis provides a multifaceted view on the intellectual structure of research in a discipline and here it is successfully applied to innovation manage-ment. The analysis of articles from Research Policy reveals a core-periphery structure in which seven distinct discourses can be distinguished and positioned against each. Further analysis enables a closer characterization of these research streams, relationships and dynamics.

in: Herstatt, C., Sander, J.G. (Hrsg.), "Produktentwicklung mit virtuellen Communities", Gabler, Wiesbaden, 249–276.

Virtuelle Communities of Practice (VCoP) stellen eine neuartige Organisationsform dar. Sie werden zur Wissensgenerierung innerhalb von Unternehmen propagiert. Auch in diesem Beitrag werden VCoP wegen ihres sozialen Kapitals als besonders geeignet für den Aufbau von intellektuellem Kapital und zur Steigerung der Innovativität einer Unternehmung angesehen.

in: Handwörterbuch Unternehmensführung und Organisation, Schäffer-Poeschel, Stuttgart, 798–804.

Managementphilosophie bildet als Referenzrahmen die normative Grundlage für Managementverhalten. Sie dient sowohl zur Komplexitätsreduktion und Interpretation als auch zur Legitimation für Managementhandeln. Managementtrends sind anschlussfähige Managementkonzepte, die den öffentlichen Managementdiskurs als Managementmoden zeitweilig stark prägen. Ihre Adaption und Verbreitung ergibt sich aus einem Wechselspiel zwischen selektiv-rationaler Nachfrage durch das Management, irrationalen Ansteckungseffekten und gezielter Beeinflussung durch Anbieter.

in: Gustafsson, A., Herrmann, A., Huber, F. (Editors), Conjoint Measurement, Berlin/New York: Springer, 225–250.

Basic confounding patterns for full-profile conjoint analyses based upon ranking are examined. It is shown that commonly used orthogonal main-effect designs can lead to biased part-worth estimates, especially to an underestimation of less important variables. A customized design procedure is developed to overcome this flaw. The model is tested by means of simulation analyses and is applied to a marketing research study. Some guidelines for applications are provided

in: Kocaoglu, D., Anderson, T. (Editors), Technology and Innovation Management, Portland, 420–428.

The assessment of R&D collaboration is a highly complex issue. It encounters measuring and evaluating the collaborative context and the characteristics of a collaboration and its outcomes from the perspective of the participating partners. We derive a framework that shows how patent data can be used for this purpose. It will be shown that patent data provide a unique opportunity to assess collaboration activities, their outcomes and their dynamics from a neutral perspective. We will retrieve a broad range of strategic measures from patent data and present exemplary formulas for illustration. These measurement criteria form the basis for an application in the automotive industry. This research is in progress and the empirical results are scheduled to be presented at the conference.

in: Andreas Herrmann/Christian Homburg (Hrsg.): "Marktforschung", Gabler Verlag, Wiesbaden, 471–511.

Im Gegensatz zu anderen in diesem Buch aufgeführten Methoden der Marktforschung, stellt die Conjoint-Analyse primär kein Schätzverfahren dar, sondern ist vor allem ein Ansatz der Datenerhebung und -interpretation. Bei der Auswertung kann auf eine Vielzahl alternativer, an anderer Stelle erörterter Ansätze zurückgegriffen werden. Daher konzentrieren sich die nachfolgenden Erläuterungen des Verfahrens auf seine experimentelle Gestaltung. Mit diesem Fokus ergänzt die Darstellung andere einführende Arbeiten des deutschsprachigen Raumes.