Günther Botschen

Using means-end structures for benefit segmentation : An application to services

Although the basic idea of benefit segmentation lies in using causal, as opposed to descriptive, factors as segmentation criteria, most of the empirical studies do not differentiate between product attributes and the benefit sought by consumers. The objectives of this article are to clarify the distinction between attributes and benefits sought, and to apply a modified laddering technique, based on means‐end theory to use the elicited benefits to form benefit segments. A comparison with attribute‐based segments demonstrates that means‐end chains provide a powerful tool for “true” benefit segmentation.

Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization

Abstract Although the desirability of marketing standardization versus adaptation has long been debated in academic and business circles, few empirical studies are available that investigate the circumstances under which each strategy is appropriate. The degree of similarity of customer needs and expectations in different nations largely determines to which extend marketing program activities of a company can be standardized. In this study, means-end theory is used to investigate the cognitive structures of consumers for a specific clothing line across three countries. Three hundred laddering interviews were conducted in Austria, Germany, and Italy, using a modified paper-and-pencil approach. The results indicate that a detailed analysis of individual cognitive positioning of products makes it possible to determine the degree of potential standardization of product, pricing, and promotion decisions across Austria, Germany, and Italy.

Strategy paradigms for the management of quality:dealing with complexity

Quality management is dominated by rational paradigms for the measurement and management of quality, but these paradigms start to “break down”, when faced with the inherent complexity of managing quality in intensely competitive changing environments. In this article, the various theoretical strategy paradigms employed to manage quality are reviewed and the advantages and limitations of these paradigms are highlighted. A major implication of this review is that when faced with complexity, an ideological stance to any single strategy paradigm for the management of quality is ineffective. A case study is used to demonstrate the need for an integrative multi-paradigm approach to the management of quality as complexity increases.

The use of trade-off analysis for the design of holiday travel packages

Abstract A model of consumer holiday travel package awareness, preference, and choice presented in the first part is applied to learn the destinations competing with Tirol, Austria, for 1987 summer holiday visitors. Open-ended unaided awareness questions were used to measure holiday destination competitors and the relative top-of-mind-shares of Tirol among different target markets. A constant-sum question was used to measure preferences for each respondent toward the destinations he or she was most aware of. Conjoint analysis was used to measure the relative importance of five relevant holiday package features: choice of destination, type of accommodations, number of nights at the destination, total cost per day of the trip, and kind of vacation considered. Cluster analysis based on these relative importances and on the relative utilities of feature categories/levels revealed different consumer segments to be addressed differently with summer holiday package offers.

Internationalization of Encounter-Based Relationship Strategies

This chapter focuses on the development of strategic options for the internationalization of encounter-based relationship strategies. Communication and symbolic interaction theory is used to deepen our understanding of the formation of relationships during encounters and to derive a description of relationship marketing at an operative level. Findings from, service marketing research contribute to the categorization of different types of encounters and their integration into an encounter cascade. The author develops a multistage model for standardizing encounters for application in different countries. He then discusses the factors determining the standardization potential of different encounter types.

Brand-driven leadership for change management in retailing

Change management theorists largely overlook using the brand as a vehicle for change. Similarly, while branding has become an increasingly popular research and business topic, the branding literature appears to neglect change management. Our research bridges this gap through the development of brand identity as the main driver of organizational renewal. In the article we provide insights into brand-driven leadership for change which have been develope by collaborative action research with CEOs and owners of retail firms over a twenty year period. In contrast to the usual planning of change attempting to fit the firm to external trends and considering internal resources our brand-driven approach is based on resonance with consumers by the use of external socio-cultural meanings in society. We highlight phases in the development of brand identity by reference to a prototypical retail case study and presenta framework to help managers with brand-driven leadership for change.

Using Means-End Structures for Benefit Segmentation in a Service Industry

Haley (1968) and Wind (1973) have proposed to segment markets on the basis of benefits sought by identifiable groups of consumers. While psychografic and general attitudinal approaches to segmentation may work statistically well they are less helpful when it comes to deriving effective marketing strategies (Young, Ott, and Fein, 1978). Therefore, benefit segmentation has become the preferred technique for successful product positioning, new product introduction, pricing, advertising, and distribution (Wind, 1978).

Markenorientierter Wandel in Organisationen

Die Bedeutung starker Marken in intensiven Wettbewerbssituationen hat in den vergangenen Jahren laufend zugenommen. Starke Marken erzielen hohere Margen, verteidigen ihre Marktanteile im Vergleich zu Handelsmarken deutlich besser und spielen fur die Bewertung von ganzen Unternehmen eine wesentliche Rolle (Burmann, Meffert, Koers, 2005). Wahrend sich Markenmanagement traditionell im klassischen Konsumguterbereich abspielte, wird das Thema auch fur Dienstleistungen und im Business-to-Business-Bereich immer wichtiger. Acht der zwanzig wertvollsten Marken der Welt (Interbrand Ranking 2007) sind bereits Dienstleistungsmarken. Der Erfolg von faszinierenden Marken wie Red Bull, Hilti, Body Shop oder BMW strahlt sogar so weit aus, dass es wohl keinen Unternehmer gibt, der nicht daran interessiert ware, seine Marke stark und unverwechselbar zu machen. In fast jeder Branche orientieren sich viele Anbieter an den jeweils attraktivsten Marken und setzen Aktivitaten zur Starkung der eigenen Marke.

Identifikation von Kundenerwartungen an die Dienstleistungsqualität — Evaluierung attributorientierter Methoden

Um hervorragende Dienstleistungssqualitat zu erreichen, ist es notwendig, die diesbezuglichen Anspruche und Erwartungen bestehender und zukunftiger Kunden zu erfassen (vgl. Parasuraman/Zeithaml/Berry, 1985, S. 43 ff.; Teas, 1994, S. 132 ff.). Fur die Identifikation der wichtigsten Anspruche steht eine Vielzahl von Marktforschungsmethoden zur Verfugung (vgl. Berekoven 1991, S. 69 ff.). Diese reicht von attributorientierten bis zu ereignisorientierten Verfahren (vgl. Botschen/Bstieler/Woodside, 1995; Haller, 1993; Hentschel, 1992; Stauss/Hentschel, 1990, S. 26 ff;). In empirischen Untersuchungen bezuglich der Erwartungen von Kunden hinsichtlich der Dienstleistungsqualitat oder einzelner Bereiche davon wird meist nur eine Methode angewandt. Nur wenige Studien bedienen sich eines Multimethoden-Ansatzes, um ein und dasselbe Phanomen zu erforschen (vgl. Heeler/ Okechuku/ Reid, 1979, S. 60ff; Vernett, 1987, S. 1ff; Stauss/Hentschel 1991, S. 26ff). Die Beschrankung auf ein Verfahren zur Identifikation der Erwartungen erschwert es dem Forscher zu beurteilen, welche der zahlreichen Verfahren zur Erhebung von Erwartungen im Bereich der Qualitat von Dienstleistungen besonders geeignet sind.