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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.
Informationssuche und Online Word-of-Mouth : eine empirische Analyse anhand von Diskussionsforen
(2013)
Within the last decade, the role of the Creative Industries has grown to become an important part of the economic system. The increasing acceleration of new developments in media and ICT technologies greatly affected the Creative Industries' dynamic with a direct impact on the people working in this sector. Since only a few studies focus on competences needs, more or less isolated from the trends within the industry, we address the topic of individual competence shifts in the turbulent environment of the Creative Industries. We investigated the trends regarding competence shifts and their implications as well as the competences which are essential for creative professionals. We conducted a broad literature review as well as a qualitative study, which includes interviews and workshops with industry experts on trends within the Creative Industries and corresponding dimensions and demands for competences. We present four requirements that call for shifts in the education of competences. Based on the discussion of requirements, we present a competence portfolio for the Creative Industries along the dimensions of professional, methodological and personal-social competences. The portfolio clearly indicates which competences should be taken into consideration for the development of curricula and study programmes in the education of creative professionals. A generalization of these findings suggests new challenges for companies relying on creative professionals.