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Institute
We know exactly what you want the development of a completely individualised conjoint analysis
(2013)
Improving the predictive validity of conjoint analysis has been an important research objective for many years. Whereas the majority of attempts have been different approaches to preference modelling, data collection or product presentation, only a few scholars have tried to improve predictive validity by individualising conjoint designs. This comes as a surprise because many markets have observed an augmented demand for customised products and highly heterogeneous customers' preferences. Against this background, the authors develop a conjoint variant based on a completely individualised conjoint design. More concretely, the new approach not only individualises the attributes, but also the attribute levels. The results of a comprehensive empirical study yield a significantly higher validity than existing standardised-level conjoint approaches. Consequently, they help marketers to gain deeper insights into their customers' preferences.
Wie verhandelt die Praxis?
(2015)
Verhandlungsmanagement
(2015)
In nahezu allen Unternehmensbereichen spielen Verhandlungen eine zentrale Rolle.
- Umfassender Ansatz des betriebswirtschaftlichen Verhandlungsmanagements
- Praxiserfahrungen
- Aktuelle Erkenntnisse der Verhandlungsforschung
- Instrumente und Tools zur Planung, Steuerung und Kontrolle
- Realitätsnahe Fallstudien
- Prägnante Beispiele
- Übungsaufgaben
Findings - The results provide (longitudinal) support for the proposed evaluative approach. They reveal new evidence that building brand equity is a means to mitigate negative effects, and indicate that negative spillover effects within a high-equity brand portfolio are unlikely. Finally, this research identifies situations in which developing a new brand might be more beneficial than leveraging an existing brand. Practical implications - This research has significant implications for firms with high-equity brands that might be affected by a scandal. The findings support managers to navigate their brands through a crisis.
Researchers have shown that structuring issues and organizing an agenda before a negotiation lead to improved negotiation performance. By using issue analysis, negotiators become aware of their own and their opponents' preferences on negotiation issues and are able to use this knowledge to optimize their degree of success. Following research on asymmetrical preferences in negotiations, we introduce a new approach for issue analysis that considers the identification of one-sided preferences, specifically a 0-preference for issues from one party. We conducted an experimental study to test if this type of preference for an issue (chance issue) yields strategic potential for a negotiator. We also examined whether the identification of these chance issues could be particularly relevant for a low-power party in negotiations with a power imbalance, to overcome the lower scope of action due to the weaker negotiating position. The results indicate initial verification that no preference at all for one issue could lead to higher individual performance and noneconomic outcomes. Joint performance was positively affected by 0-preference, even in unbalanced power situations.
Megatrends, affecting multiple aspects of future society, economy, and technology, drive today's business world. They are expected to impact all areas in companies and will, therefore, most likely occur in business negotiations. Although several studies address future developments of different business divisions, the megatrends' impact on negotiations has, thus far, not been analyzed. We designed a model including the three megatrends, i.e., globalization and economic shift, digitalization and new technologies, and demographic and social change, which have main effects on specific negotiation aspects. Our study combined an online survey and expert interviews with negotiation practitioners to provide a first broad view of how megatrends affect future business negotiations. The results confirm our model and reveal a close connection of megatrends and single negotiation aspects. Among others, we examine an orientation toward global partners, an increased interconnection through various electronic systems, as well as two opposite relationship directions - long-term and integrative through strategic cooperation vs. short-term and distributive through competition and new technologies.
Erfolgreiches Verhandeln stellt einen Schlüsselfaktor für Unternehmenserfolge dar. Es angemessen zu trainieren kann jedoch sowohl zeitaufwendig als auch kostenintensiv werden, erfordert es doch idealerweise wiederholte, persönliche Übungen mit professionellen Verhandlungsführern oder Agenten. Digitale Trainingswerkzeuge können zwar ebenfalls Trainingserfolge erzielen, bieten aber eine mangelnde Authentizität der Übungssituation und erschweren somit den Transfer des Gelernten in den Berufsalltag. Das in diesem Beitrag vorgestellte Verhandlungstraining setzt Virtual Reality (VR) als Technologie für realitätsnahe Simulation ein, um eine räumlich authentische Übungssituation zu schaffen. Weiterhin dient ein sprachlich interagierendes Dialogsystem als automatisierter, virtueller Verhandlungsagent. Dieser wurde mit Interaktionsdaten aus einer Verhandlungsstudie trainiert und bietet Trainingspersonen somit einen wirksamen Übungspartner für das VR-Verhandlungstraining.