Peter Maas

Fitting International Segmentation for Emerging Markets: Conceptual Development and Empirical Illustration

The increasing attractiveness of emerging markets (EMs), alongside the progression of internationalization, raises the question whether setting up a unified marketing strategy for EMs and high-income countries is appropriate. In this study, the authors use institutionally induced heterogeneity, which refers to distinct consumer patterns evoked by contextual differences, to elaborate on the requirements of an international segmentation that includes EMs, such as microlevel analyses and the inclusion of institutional effects. The authors numerically illustrate the established requirements by applying a multilevel finite mixture modeling of global consumer multichannel (search and purchase) behavior. Doing so provides an initial large-scale analysis that compares consumers from EMs and high-income countries. The findings broadly support the suggested requirements, contributing to the international segmentation and EM literature. Practitioners can apply the insights of this investigation to establish an international marketing strategy. The key recommendation proposes that a case-by-case analysis of EMs is necessary and that solely considering EMs derives incorrect conclusions about international segmentation.

Leadership By Customers? New Roles of Service Companies' Customers

In this paper we bring together two worlds that are usually strictly separated in research: leadership and customers. Until now leadership research has concentrated particularly on internal organizational processes, whereas customers were analyzed preferably in the context of marketing and service management. Research shows that the range of roles and functions of customers as key company stakeholders has changed dramatically in the last few years. Especially in service companies, customers (and communities), thought of as prosumers (producers and consumers), are active players, which can exert significant influence particularly on customer contact employees and on employee leadership. As only few of the established leadership concepts are open to an inclusion of customers, we choose Kerr/Jermiers (1978) substitute for leadership theory to show how the relationship between boundary spanning employees and customers can be linked to the relationship between an employee (as a follower) and his supervisor (as a leader). The analysis of this interrelatedness shows that customers can actually assume some leadership functions which subsequently will not only affect the behavior of the employees but also that of leaders. If leadership research wants to take up this challenge, it has to rethink its concepts to include new context factors relevant to the organisation. Corresponding implications and future directions for leadership research and practice are outlined.

Drivers of long-term savings behavior from the consumers’ perspective

Purpose – The purpose of this paper is to delineate the impact of social context and savings attitudes on consumers’ self-reported long-term savings and discuss how these drivers can be influenced to increase an individual’s savings rate. Design/methodology/approach – An online survey was conducted among 993 German savers. A structural equation model quantified the influence of the social context and an individual’s attitudes on long-term savings behavior, as stated by consumers. Findings – Both social context constructs – subjective norms and relationship quality – exert a significant influence on the savings attitudes of perceived anxiety and perceived importance, which in turn significantly affect long-term savings. Furthermore, the results of a mediation analysis indicated that the social context only has an indirect effect on long-term savings. Research limitations/implications – The study was conducted in Germany only. Therefore, the results may not apply across cultures. In addition, the salient be...

Customer Value bei Dienstleistungen – Managementherausforderungen zwischen interner und externer Kundenorientierung

Die Ausrichtung von Produkten und Dienstleistungen an den Wertvorstellungen des Kunden ist entscheidend, um Wettbewerbsvorteile zu generieren. Sie wird von Praxis und Wissenschaft als zentrale Managementherausforderung fur das Erzielen von nachhaltigen Erfolgen betrachtet. In vielen Branchen ruckte „Serviceorientierung“ in den letzten Jahren auf der Management-Agenda ganz nach oben. Das Thema Serviceorientierung erhalt in der Praxis zunehmend eine ahnlich hohe Resonanz wie in der Wissenschaft, wo Konzepte mit Kundenfokus seit den 1980er Jahren im Zentrum der Marketingforschung stehen. Im Laufe des Beitrags wird „Kundenorientierung“ synonym zu der im Titel des Bandes verwendeten „Serviceorientierung“ gebraucht.

Transformation von Geschäftsmodellen in einer digitalisierten Welt

Die digitale Transformation beschreibt den disruptiven Wandel der Markte und fuhrt zu einem akuten Transformationsbedarf etablierter Dienstleistungs-Geschaftsmodelle. Dieser Beitrag ergrundet uber welche Prozesse technologische Entwicklungen zu einer Transformation der Markte fuhren und beschreibt die Implikationen auf etablierte Dienstleistungs-Geschaftsmodelle. Damit wird die Grundlage geschaffen, um Fuhrungskraften eine Orientierung zu bieten, welche strategischen Entscheidungen im Rahmen des Re-Designs des Geschaftsmodells getroffen werden mussen.

Vernetzte Dienstleistungskunden als Co-Creators – die Rolle von Social Media

Neue Formen der Kommunikation und Interaktion haben alltagliche Verhaltensweisen von Individuen stark verandert. Dank Internet und seiner wohl pragnantesten Auspragung der letzten Jahre, den Social Media, erleben wir neue Kommunikations- und Interaktionsformen, sowohl im privaten Bereich als auch in den Markten. So wird die traditionelle One-to-Many-Logik zunehmend abgelost durch eine Many-to-Many-Logik, in der der Vernetzungs- und Partizipationsgrad stark angestiegen ist. Diese Entwicklung wird vorangetrieben durch die rasanten technologischen Neuerungen, die es ermoglichen, ortsunabhangig und in Echtzeit am digitalen Geschehen teilzunehmen.

When customers are willing to disclose information in the insurance industry

The purpose of this paper is to show antecedents of customers’ information disclosure in the insurance industry and demonstrate central levers that foster customers’ information disclosure to companies in the insurance sector.,A conceptual model is presented, which is empirically tested with 3,494 insurance customers from ten counties with structural equation modelling and multi-group analysis.,Customer value in the insurance industry consists of three factors (customer value provided by the company, the agent, and the product) and affects information disclosure directly and indirectly (via satisfaction and trust).,Antecedents of customers’ information disclosure in the insurance industry were identified. Moreover, the authors show that, in line with resource exchange theory, customers are willing to disclose personal and behavioral data to an insurance company in exchange for lower premiums or additional services.,Customers expect benefits in exchange for their personal data. In combination with new technologies (e.g. smartphones or wearables), companies can offer tailored products to their customers and can create a win -win situation for customers as well as insurance companies.,The paper identifies the antecedents of customers’ information disclosure in the insurance industry with a conceptual model. This model is tested in ten countries and offers insights in established (e.g. USA) as well as emergent markets (e.g. Brazil).

Drivers of Long-Term Savings from a Consumers’ Behavioral Perspective: A Large-Scale Empirical Investigation

Putting money aside for future needs and expenses as opposed to immediate consumption poses a very important trade-off for nearly every individual. Adequate savings ensure smooth consumption in the course of time and buffer sudden income shocks (Modigliani 1986; Ulkumen and Cheema 2011). Especially in times of financial turmoil the decision to save, notably for the long term, gains relevance for most households and directly affects their present as well as their future asset allocation. Regarding the crucial impact of savings on an individual’s life, we investigate the long-term savings behavior in an empirical study. Via a self-administered online survey we have collected the data necessary for our analysis. 1281 completed questionnaires from European savers were used in our study.

Kunden transformieren die Versicherungsmärkte

Die digitale Transformation ist bereits dabei, Markte mit Versicherungen grundlegend zu verandern. Fur traditionelle Versicherer wie auch Insurtechs ergeben sich hierbei erhebliche Chancen. Wahrend Erstere uber grose Kundenstamme, die notwendige Marktprasenz und -expertise wie auch uber das notwendige Kapital verfugen, um fundamentale technologische Evolution zu bewirken, bringen Letztere haufig technologische Kompetenzen, Kreativitat, eine Digital-Native Mentalitat und Ideenreichtum bei geringer Legacy mit. Nur wenn es gelingt, alte Tugenden zu bewahren und sich gleichzeitig konsequent von unnotiger Legacy zu befreien, konnen versicherungen sich umpositionieren als kundenzentrische, technologiegetriebene Leistungserbringer, welche Kunden heute branchenubergreifend einfordern.