Competition in Marketing: Two Essays on the Impact of by Vera Magin, Prof. Dr. Oliver P. Heil

By Vera Magin, Prof. Dr. Oliver P. Heil

The significance of data to help managerial determination making has been extensively stated, yet basically little learn has been performed at the total influence of such details. In her first essay Vera Magin makes use of fundamental experimental info to discover the consequences of data on advertising judgements, functionality, and festival. the implications point out that greater trained corporations provide extra items, in achieving a better fundamental call for, and exhaust purchaser personal tastes to the next measure. unusually and extra importantly, details affects on functionality are non-significant. This phenomenon is called "managerial over-acting". Managerial over-action introduces a brand new inspiration to the selling self-discipline.

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Extra resources for Competition in Marketing: Two Essays on the Impact of Information on Managerial Decisions and on Spatial Product Differentiation

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Manufacturing companies Data ~Method Competitor orientation significantly impacts performance. No significant effect of customer orientation on performance. National brand focus and selling orientation positively impact performance, private label brand focus negatively relates to performance. Only modest support for the mediating effects of learning and innovation on the relationships between strategic orientations and performance. Market orientation positively affects performance. Customer orientation increases new-tothe-world innovations and decreases metoo-product introductions.

Information intensity leads to increased cooperation among firms, non-product market mix elements become more important, market definitions shift from product-based to market-based. Evidence of locally rational decision making: Decision makers focus on those components of decision making most clearly addressed by the information, not on those components most tied to performance. The increased information exchange in GSS does not improve decision quality. Results L~ Over-reaction (underreaction): managers react overly strong (very little) to competitive actions even though they have only low (very high) impact on consumer response Correspondence between competitive reaction and consumer response Individuals' reaction to regime shifts Impact of standardized information disclosure to firm survival and pricing decisions Leeflang and Wittink 1996 Massey and Wu 2005 Moorman et al.

1992 Different types of information are given to some firms Information processing in groups Impact of group support systems (GSS) on group decision quality Dennis 1996 Focus of investigation / Context of information Content of research Citation Survey (interviews) using 86 managing directors from different industries including above and below average performing companies Laboratory experiments with MBA students using the MARKSTRAT 26 simulation, 9 periods Experiments with business students Data / Method Marketing research activity does not affect performance.

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