brasmus@post5.tele.dk


Nye papers

Nedenfor ses en oversigt over de nyeste working papers/research papers m.v. fra de afsætningsøkonomiske institutter. Sidst opdateret i Markedsføring nr. 7/03.


Consumer Decision Making: A Research Note

Torben Hansen, Institut for Afsætning, Handelshøjskolen i København, Working Paper nr. 3, april 2003, 43 sider. E-mail: th.marketing@cbs.dkAbstracts: In this paper, a framework which integrates several perspectives on consumer decision making and which hypothesizes possible links between several basic constructs is developed. The framework is tested by the use of two experimental designs. The results of this study support the complexity of consumer decision. Price affected in both experiments perceived quality, which in turn affected attitude, which in turn affected attitude, which in turn affected buying intention. At the same time, price had no direct effect on buying intention.


Maksimum likelihood estimation af parametrene i logitmodellen med stokastiske individparametre. Et simulationsstudie

Jørgen Kai Olsen, Institut for Afsætning, Handelshøjskolen i København, Research Paper nr. 4, 2003, 36 sider. E-mail: jko. marketing@cbs.dkIndledning: Baseret på en generel logitmodel for forbrugerens købsadfærd er problemstillingen i det nye paper at vise, hvorledes parametrene i denne model kan estimeres ved hjælp af maksimum likelihood metoden (ML), at vise, hvorledes ML-estimationen rent teknisk kan gennemføres ved hjælp af et specielt udviklet etimationsprogram, samt at vise, at det som hovedregel har betydelige konsekvenser for ML-estimaterne, om estimationen gennemføres på basis af 1) en stikprøveplan, hvor der foreligger flere uafhængige, identisk fordelte observationer for hver respondent, eller på basis af 2) en stikprøveplan, hvor der kun foreligger én observation pr. respondent.


Understanding The Role of Emotion in Advertising

Larry Percy, Center for Marketing Communication, Handelshøjskole n i København, Research Paper nr. 5, 2003. 16 sider. E-mail: pc.marktg@cbs.dk. Summary: Persistence of memory is strongly linked to our emotional lives. Memories of past impressions and feelings are filtered through and made consistent with our current impressions and feelings. If we can anticipate the effect emotional memories will have on our advertising, and other marketing communication, even when out-of consciousness, and ensure an appropriate emotional portrayal of the motivation, we will significantly increase its effectiveness.


Ironic Branding? The concept of Ironic Selling Propositions in Danish TV-ads.

Lars Pynt Andersen, Center for Marketing Communication, Handelshøjskolen i København. In proceedings from ACR 2003, Dublin. E-mail: lpa.marktg@cbs.dkAbstract: One often heard remark against postmodern advertising is that it is to complicated or confusing and therefore has to brand poorly. Two samples of recent Danish television advertising are compared. One with Ironic Selling P ropositions (ISP)
and one without it. The findings are that on average the ads with ironic strategies brands just as well as the non-ironic ads.


Årsberetning 2002 fra MAPP

Årsberetningen indeholder bl.a. korte beskrivelser af resultater fra nogle af de nyeste forskningsprojekter, som f.eks. “Historiefortællinger som baggrund for succes med implementering af et IT-system”, “Salgsstrategi i små og mellemstore fødevarevirksomheder”, “Bæredygtig produktion og afsætning af kød fra frilandsgrise”, og “Markedsorientering set fra et værdikædeperspektiv”. E-mail: mapp@asb.dk


The International Communication Effects of Sending English Translations of Danish Intellectual Capital Statements to Customers in Great Britain and Germany: Background for and Design of a Research Projects

Maria Anne Skaates, Institut for Udenrigshandel, Handelshøjskolen i Århus, Working Paper 03-2, 32 sider. E-mail: mask@asb.dkContents: Introduction, What intercultural theory has to say about aspects that often cause p roblems in written, cross-cultural business communication, Contributions that deal with intercultural elements in relation to financial narratives and IC statements, Proposal for a Study Methodology, References.


Supply chain management: New organisational practices for changing procurement realities

P. H. Andersen & Morten Rask, Department of Business Studies, Aalborg University, Journal of Purchasing & Supply Management, 2003(9), 83-95. E-mail: mr@morten-rask.dkBased on case study material of 15Danish companies this contribution develops a set of statements concerning the organisational role and job assignments of procurement in the light of SCM practice. It is suggested that new organisational practices such as key supply management, team based management and changing skill requirements of purchasing personnel may be an outcome of implementing SCM practice towards suppliers.