Edlira Shehu

Investigating Research Streams of Conjoint Analysis: A Bibliometric Study

Conjoint analysis (CA) is one of the most important methods for preference elicitation. In this paper we investigate the intellectual structure within the conjoint analytical research community. Analyses based on single papers provide a method-based overview of streams of conjoint research. By using novel bibliometric techniques in this field we complement findings of existing reviews. We use co-citation and factor analysis of the most cited articles in SSCI to identify the most important articles and research streams. Seven research streams are revealed which are visualized by means of multidimensional scaling. Tables and graphics reveal the disciplinary affiliations of contributors to CA, the special structure within the classes as well as links between them.

Diskussion der Conjointanalyse in der Forschung

Um die Anwendung und Verbreitung einer Methode in der wissenschaftlichen Forschung zu untersuchen, konnen bibliometrische Analysen angewendet werden. Bibliometrische Analysen haben sich als Instrument zur Meta-Analyse von wissenschaftlichen Diskursen etabliert, da Zitate und Referenzen den formalen Informationsaustausch in den Wissenschaften indizieren (Hoffman/Holbrook 1993). In dieser Arbeit werden die Zitations- und Kozitationsanalyse als Instrumente der bibliometrischen Analysen uber Conjointanalysen verwendet. Mittels Zitationsanalyse konnen der absolute und der relative Wert von Veroffentlichungen ermittelt werden. Bei der Kozitationsanalyse wird uber eine rein quantitative Bewertung hinaus eine vertiefte inhaltliche Analyse vorgenommen. Basierend auf der Grundidee, dass gemeinsam zitierte Artikel wahrscheinlich miteinander verwandt sind, wird im Rahmen der Koziationsanalyse die Haufigkeit des gemeinsamen Auftretens zweier Publikationen untersucht. Anhand gemeinsamer Referenzen werden so genannte „Schools of thought“ und gemeinsame Forschungsrichtungen aufgedeckt. Im Folgenden wird die Zitationsanalyse einleitend behandelt, um anhand der Ergebnisse erste Einblicke in die Wissenschaftslandschaft zu gewinnen. Mittels Koziations- und Faktorenanalyse werden anschliesend Forschungsrichtungen aufgedeckt, die mit Hilfe von Netzwerkanalysen visualisiert werden.

Cannibalisation effects in the early market stage of e-books – an analysis of the German book market

ABSTRACT The increasing demand for e-books has led to substantial changes in the book market structure and in the demand for printed books (p-books). In the early market stage, demand side cannibalisation from e-books is potentially underestimated due to two effects: (1) early adopter profiles and (2) different usage context situations for digital and physical products. In two empirical studies, we investigate cannibalisation effects as well as drivers of the cannibalisation potential between e-books and p-books related to consumer needs in different usage situations. We focus on the (early-stage) German e-book market and analyse cannibalisation effects and sources of cannibalisation potential between e-books and p-books in two studies. We do not find empirical support for a cannibalisation of p-book demand in the early market stage of e-books in Germany, even after controlling for potential biases related to early adopter profiles. However, our results indicate a significant cannibalisation potential between e-books and p-books that relates to different consumer needs in different usage situations. Our findings imply that research on cannibalisation effects could substantially benefit from analysing substitution patterns between digital media products and their physical counterparts in early market stages. By this, cannibalisation drivers can be revealed early enough, so that managers can react accordingly. We discuss implications for the early positioning of e-books to reduce potential cannibalisation of p-books.

Kundenbindung im Electronic Commerce Eine empirische Analyse zur Wahrnehmung und Wirkung verschiedener Kundenbindungsinstrumente im Internet

ZusammenfassungOnline-Marketing-Managern steht eine große Bandbreite an innovativen Kundenbindungsinstrumenten zur Verfügung, deren Wirkungsstärke unklar ist. Dieser Aufsatz fokussiert auf die Analyse der Treiber der Kundenbindung im Internet und untersucht sieben übergeordnete Instrumentgruppen: Individualisierung, Information, Integration, Interaktion, Convenience, Community und Anreizsysteme. Durch die formative Messung im Rahmen eines PLS-Modells können konkrete Managementaussagen bezüglich der relativen Wirkungsstärke einzelner Instrumente abgeleitet werden. Zusätzlich werden die Erfolgsfaktoren auf Shop-Ebene betrachtet, um Managementimplikationen für spezifische Geschäftsmodelle herleiten zu können. Die Ergebnisse zeigen, dass die Gestaltung der Webseite bezüglich Benutzerfreundlichkeit und Informationsgehalt sowie die Angebots-Individualisierung und Fokussierung der Interaktion maßgebliche Treiber für die Kundenbindung im Internet sind. Zusätzlich sind Community-Aspekte in bestimmten Bereichen von Relevanz.AbstractOnline marketing manager can select from a variety of methods to achieve customer loyalty, whereas the effect of these methods remains unclear. Therefore, this paper focuses on the measurement of drivers of customer retention in an online shopping environment. In detail, we analyze seven different groups of instruments: individualization, information, integration, interaction, convenience, community, and bonus systems. Using formative constructs, we are able to derive detailed management implications with regard to relative performance of different instruments. In addition, we derive management implications for specific business models by estimating PLS-models on an individual shop level. Our model identifies convenience, individualization and informative as well as interactive elements as the most important instruments in order to achieve customer retention. In addition, community aspects are significant in some businesses.

Host Country Contingencies on Knowledge Protection Strategies of Multinational Firms – Bring a Knife to a Gunfight?

International knowledge spillovers, especially through multinational companies (MNCs), have recently been a major topic of the academic and management discussion. However, most studies treat MNC subsidiaries as relatively passive actors without clear knowledge protection strategies. The goal of this study is to extend this stream of research by investigating both market-based (e.g. secrecy, lead time) as well as legal knowledge protection strategies (e.g. patents, trademarks) of MNC subsidiaries. We argue that these strategies are not independent from the opportunities and challenges of the host country. We suggest that the host country leadership status influences the choice of knowledge protection strategies along two major dimensions: geographical and industry strength of host country firms. We test our hypotheses for a broad sample of more than 1,500 firms in Germany. The results indicate that legal forms of knowledge protection are used more restrictively if the host country geographical environment is technologically leading while technological leadership of host country competitors within the industry leads to less restrictive market-based knowledge protection strategies. We develop management recommendations based on these trade-offs between reliable knowledge protection and the need for reciprocity in exchanging knowledge.