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Chair der Sitzung: Torsten Bornemann, Goethe-Universität Frankfurt
Ort:C 40.256 Seminarraum
58
Präsentationen
What we know about servitization and its effect on firm performance and what we don’t - A review of existing findings and an agenda for future research.
Stefan Worm
BI Norwegian Business School, Norwegen
The servitization of product-centric manufacturing industries is an ongoing trend that few firms can ignore. Yet, turning a servitization strategy into a success continues to be a challenge. In this presentation, we will review and synthesize the empirical evidence from six studies, including a meta-analysis, on the factors that determine the success of servitization. Drawing from these insights, we will then proceed to outline an integrated model for future research that can help researchers in this field identify new research opportunities.
How and when consumer animosity is a threat to product judgments: A meta-analysis with country-level moderators
Tinka Krüger1, Thomas Niemand2, Jill Klein3, Ipek Nibat4, Robert Mai5, Olivier Trendel5, Wassili Lasarov6, Stefan Hoffmann1
1Christian-Albrechts-Universität zu Kiel, Deutschland; 2TU Clausthal, Deutschland; 3Melbourne Business School, Australien; 4Sabanci University, Türkei; 5Grenoble Ecole de Management, Frankreich; 6Audencia Business School, Frankreich
The globalized world and its interdependencies bear the potential for new or refueling geo-political tensions. Those tensions serve as a ground for developing negative country attitudes towards the aggressor, which highlights the probability of long-lasting animosity. In marketing research, the concept of animosity encompasses factors that influence consumers’ hostile attitudes toward a specific country, which decreases consumers' purchase intention of products from that specific country (Klein et al., 1998).
25 years of research brought up important evidence about antecedents, consequences and conditional effects. However, research findings regarding the effect of consumer animosity on product judgment are inconsistent ranging from null to negative effects. Hence, how and when consumer animosity affects consumers’ product judgment is still unclear. To derive sufficient action recommendations for policy-makers and practitioners, profound evidence about how and when consumer animosity affects consumers’ attitudes and subsequent behavior is crucial. To fill the outlined research gap, this meta-analysis aims to 1) confirm the main effect of consumer animosity on product judgment on a large study set and to 2) investigate moderating effects of different country-specific determinants which influence the relationship between consumer animosity and product judgment. Thoroughly considered, we propose a five-dimensional approach capturing five different facets, which are assumed to be impactful with regard to consumer animosity: Economy, policy, geography, demography, and culture. Our results show a significant negative relationship between consumer animosity and product judgment
(r = -0.27, LCI = -0.32, UCI = -0.22). The results further emphasize that economic, demographic, as well as cultural country characteristics moderate this effect.
This study contributes to academia by introducing a five-dimensional approach considering consumer animosity’s country-specific multidimensionality. On more than 160 observations (N = 21,485) this meta-analysis embraces this inconsistency by revealing country and country dyad economic, political, geographic, demographic and cultural moderators, which explain the divergent research findings.
BERD@NFDI - Services and platform for professional management of research data and algorithms in business studies
Florian Stahl
Universität Mannheim, Deutschland
BERD@NFDI is a powerful platform for collecting, sharing, and preserving Business, Economic, and Related Data – all in one place. The BERD platform facilitates the integrated management of algorithms and data throughout the whole research cycle, with a special focus on unstructured (big) data such as video, image, audio, text, or mobile data.
BERD@NFDI provides a platform for the challenges of expanded empirical research. The platform offers publicly available and online accessible data sets, and enhance data documentation and preservation guided by the FAIR principles. The platform also provides an algorithm repository and benchmarks to analyze (big) data.
