Felix Eggers

Standardisation vs. adaption: a conjoint experiment on the influence of psychic, cultural and geographical distance on international marketing mix decisions

This paper delivers new insights into how psychic, cultural and geographical distance influence international marketing mix decisions on the basis of a choice-based conjoint analysis with 96 managers from Switzerland and Liechtenstein. In this experiment, the managers had to decide whether the four Ps of the marketing mix have to be adapted or standardised for international markets (neighbouring country/European country/non-European country). Overall we found that psychic, cultural and geographical distance have a significant moderating effect on the degree of marketing mix adaptation: the larger the distance towards a market, the more inclined the managers are to make a decision that involves a larger degree of adaptation of the four Ps towards the simulated markets. The marketing mix elements product and promotion tend mostly to be adapted when cultural distance increases, while the elements price and distribution are more adapted when psychic distance is high.

Internationalisation of family and non-family firms: a conjoint experiment among CEOs

The aim of this article is to shed light on the individual decision-making process of decision-makers in family and non-family firms in internationalisation activities, which depends on the intertwining of both economic and socioemotional reference points. Our analysis with the help of a choice-based conjoint analysis suggests that the perception of risk and success differs among three types of CEOs: family CEOs, non-family CEOs, and CEOs from non-family firms. We identify significant differences regarding indicators that pertain to geographic, psychological, and cultural distance. CEOs in non-family firms are not sensitive to geographic distance and perceive internationalisation to more distant countries as having the least amount of risk compared to the other CEO types. For family CEOs, psychological distances in language and religion negatively influence internationalisation decisions because these distances are perceived as more risky. For choosing the most successful strategies, reactions to psychological distance are not significantly different among the management types, while reactions to cultural differences are negligible.

Golden - i -: Konzeption und empirische Validitätsüberprüfung eines neuen Instrumentes zur Messung von Markenimages

konstruktive Kritik und die wertvollen Anregungen. Dipl.-Kfm. Mario Farsky, Institut für Marketing und Medien, Universität Hamburg, Von-MellePark 5, 20146 Hamburg, Tel.: +49(0)40 42838 7820, Fax: +49(0)40 42838 3650, E-Mail: farsky@econ.unihamburg.de Dipl.-Kfm. Felix Eggers, Institut für Marketing und Medien, Universität Hamburg, Von-MellePark 5, 20146 Hamburg, Tel.: +49(0)40 42838 7819, Fax: +49(0)40 42838 3650, E-Mail: eggers@econ.unihamburg.de Golden i -: Konzeption und empirische Validitätsüberprüfung eines neuen Instrumentes zur Messung von Markenimages

Consumer Informational Privacy: Current Knowledge and Research Directions

In the current age of information and big data, consumer informational privacy has become an important issue in marketing. Besides being worried about the growing collection, storage, and use of personal information, consumers are anxious about a lack of transparency or control over their personal data. Despite these growing concerns, understanding of how firms’ privacy practices affect consumers remains limited. We review the relevant literature on consumer privacy from a marketing perspective and summarize current knowledge about how information collection, information storage, information use, transparency, and control influence consumers’ behavior. In addition, we discuss to what extent the influence of firms’ privacy practices differs between firms, consumers, and environments. On the basis of this knowledge, we formulate several hypotheses aimed at providing direction for future research regarding the role of consumer informational privacy in marketing.

Adaptive Design Techniques for Complex Choice-Based Conjoint Experiments

Efficient designs for choice-based conjoint experiments must fulfill four criteria: level balance, orthogonality, minimal overlap, and utility balance. Although the first three criteria can be addressed and tested in a static environment, utility balance requires prior assumptions or pretests about the anticipated utility distribution. Recently introduced dynamic approaches adapt utilitiy estimates and the choice design during the questionnaire and therefore do not rely on prior knowledge. This article compares adaptive and static designs in a large empirical study and finds that adaptive designs do not offer superior performance. The findings demonstrate that it is very important to account for different components of response variability and anticipate the magnitude of response error, which affects the performance of adaptive algorithms and therefore the validity of the results.