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Dive into the research topics where Robert A. Mittelstaedt is active.

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Featured researches published by Robert A. Mittelstaedt.


Journal of Small Business Management | 2005

Entrepreneurs or Investors: Do Multi‐unit Franchisees Have Different Philosophical Orientations?

Marko Grünhagen; Robert A. Mittelstaedt

Although multi‐unit ownership has become the dominant form of franchising in the United States, the motivations for either franchisor or franchisee to participate in these agreements continue to be the subject of debate. This study looks at the issue from the perspective of the franchisee. It is argued that some multi‐unit franchisees, especially those operating as area developers, are likely to enter the field viewing their franchise as an investment, while others, especially those operating as sequential multi‐unit operators, are likely to view their franchise as an opportunity to fulfill more personal, entrepreneurial ambitions. A study of multi‐unit franchisees of both types found that both were equally investment‐oriented but that the sequential multi‐unit operators were more likely to seek fulfillment of entrepreneurial goals. Implications for practitioners and for future research are discussed.


Journal of Consumer Research | 1976

Optimal Stimulation Level and the Adoption Decision Process

Robert A. Mittelstaedt; Sanford Grossbart; William W. Curtis; S. P. DeVere

Following the Klonglan-Coward model, adoption decisions are viewed as following evaluation, a cognitive stage in the decision process, or trial, an overt purchase act. Operationalizing a persons optimal stimulation level with Zuckermans Sensation Seeking Scale, hypotheses linking stimulation needs and the tendency to base an adoption decision on evaluation or trial are supported by data from a sample survey of adult females.


Journal of Macromarketing | 2006

Macromarketing as Agorology: Macromarketing Theory and the Study of the Agora

John D. Mittelstaedt; William E. Kilbourne; Robert A. Mittelstaedt

Twenty-five years of conceptual and empirical research in macromarketing can be synthesized in three fundamental, complementary principles: that markets are systems, that markets are heterogeneous, and the actions of market participants have consequences far beyond the boundaries of firms. Together, these principal findings form the foundation of a theory of macromarketing. The authors argue that macro-marketing, in contrast to micromarketing and microeconomics, is uniquely positioned to address many market-related questions of the coming century.


International Journal of Entrepreneurial Behaviour & Research | 2002

Is bigger better

Marko Grünhagen; Robert A. Mittelstaedt

This paper explores from a US perspective two size‐related issues that may motivate aspiring franchisees to consider multi‐unit franchising as a superior alternative to the traditional single‐unit approach. First, one of the reasons for multi‐unit franchising might be the enhanced influence opportunity upon the franchisor’s decision making that arises from owning multiple outlets. Second, a potential franchisee may be interested in engaging in multi‐unit franchising in the anticipation of scale efficiencies, i.e. efficiencies that arise because of the size of the operation. The managerial relevance of the discovered issues and their potential for future research is outlined.


Journal of Retailing | 1999

Assortment overlap: its effect on shopping patterns in a retail market when the distributions of prices and goods are known

Robert E. Stassen; John D. Mittelstaedt; Robert A. Mittelstaedt

Abstract The majority of households divide their grocery shopping between two or more stores each week. This paper examines the merchandising factors affecting the sharing of customers between stores through a pairwise analysis of their assortment overlap, price differentiation, and interstore distance. Results from a study of a market of 27 stores show that assortment overlap and interstore distance are determinants of shared patronage. Results also support hypothesized relationships concerning the differentiation of assortments and price in a spatial market.


Journal of the Academy of Marketing Science | 1990

Economics, Psychology, and the Literature of the Subdiscipline of Consumer Behavior

Robert A. Mittelstaedt

This paper traces the development of the subdiscipline of marketing known as “consumer behavior” and its literature which grew during the 1950s and 1960s and at an increasing rate during the 1970s. In spite of marketings roots in economics, it cam to rely more heavily on psychology as a source for conceptual borrowing. It is suggested that this may have resulted from greater congruity between marketing scholars and psychologists with respect to research purposes and philosophies of science.


Journal of Macromarketing | 1994

Structural Changes in the Phonograph Record Industry and its Channels of Distribution, 1946-1966

Robert A. Mittelstaedt; Robert E. Stassen

The combination of changes in popular preferences and technological advances in sound recording and reproduction led to a deconcentration of the phonograph record industry in the 20 years after World War I. The unbreakable nature of the new products led to an expansion in the outlets by which recordings could be delivered to the consumer. These two trends combined to produce major changes in the channels of distribution.


Consumption Markets & Culture | 2000

Santa Claus does more than deliver toys: Advertising's commercialization of the collective memory of Americans

Cara Okleshen; Stacey Menzel Baker; Robert A. Mittelstaedt

This paper explores the role that advertising plays in shaping the collective memory of Americans by investigating the sources of the image of Santa Claus. Specifically, Coca‐Colas claim to the modern‐day image of Santa Claus is juxtaposed with other sources of the image t(discuss the viability of attributing the image to just one source. The paper also discusses how marketing processes, specifically advertising, reflect, create, and shape the collective memory and cultural meaning of images. The paper concludes by examining the consequences of the commercialization of collective memory.


International Marketing Review | 1997

Multiple diffusion and multicultural aggregate social systems

Madhavan Parthasarathy; Sunkyu Jun; Robert A. Mittelstaedt

Extends the diffusion of innovations paradigm to today’s pluralistic marketplace by introducing the concept of multiple diffusion, whereby an innovation diffuses in multiple sub‐social systems, each with a distinct pattern of adoption, that together comprise the aggregate diffusion pattern for a given society. Identifies variables that affect the multiple diffusion process, presents propositions related to them, and discusses implications of this framework for marketing researchers and practitioners.


Journal of Public Policy & Marketing | 2009

Health Care Choices in the United States and the Constrained Consumer: A Marketing Systems Perspective on Access and Assortment in Health Care

John D. Mittelstaedt; Charles R. Duke; Robert A. Mittelstaedt

One of the great American success stories of the twentieth century was the victory of medicine over disease. Its success relied on the emergence of a marketing system that delivered and managed health care. Yet, for all the success of the U.S. health care marketing system, there persists a consumption constraint of access—namely, access for whom and access to what. The purpose of this essay is to explore the effects of marketing systems on provisioning and constraining consumption and to understand the role of public policy in overcoming the constraints in marketing systems.

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Sanford Grossbart

University of Nebraska–Lincoln

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William W. Curtis

University of Nebraska–Lincoln

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Cara Okleshen

Terry College of Business

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James W. Gentry

University of Nebraska–Lincoln

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Robert D. Rogers

University of Nebraska–Lincoln

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