Filtern
Erscheinungsjahr
Dokumenttyp
Sprache
- Englisch (46) (entfernen)
Schlagworte
Institut
- Wirtschaft und Informationstechnik Bocholt (46) (entfernen)
This introduction to a special issue about concepts and facets of entrepreneurial diversity serves as a starting point for further discussion and research in this field. For this purpose, we provide information about the roots of the study of diversity and current trends in entrepreneurship research and present a frame for (researching) entrepreneurial diversity. Additionally, we briefly summarize the three papers selected for inclusion in this special issue. Together, they offer insights into the intersections of different diversity dimensions, personality as a deep dimension of team composition, and a general critical reflection on the conceptualization of entrepreneurial diversity. Taken together, the papers in this special issue present new findings and contribute to further advancing the long overdue research on and discussion about diversity in the field of entrepreneurship.
There is a strongly held belief that if companies can direct their marketing activities to improve customer attitudes and intentions, it will impact on purchase behaviors. Departing from complementary yet sometimes conflicting findings of the current literature, we intend to contribute to the literature by answering two related questions. First, we investigate drivers of loyalty intention over time, and by so doing try to better understand loyalty formation. Second, once we understand loyalty formation, we assess the impact of loyalty on different aspects of purchase behavior, considering temporal effects. Therefore, we develop a consumption-system model which assumes that perceptions, intention, and the impact of perceptions and intention on behavior in one period serve as anchors for the same constructs in a subsequent period, implying a pattern of repeated consumption over time.
Using 3SLS regression analysis, results of a large-scale study using survey data from a sample of 2,478 customers from two points in time and purchase data gathered over a 30-month period suggest interesting findings on the two aforementioned questions:
Considering the first question, we find strong support for customer equity drivers directly influencing loyalty. Moreover, we see evidence for loyalty formation as a consumption-system as equity drivers and loyalty intention of one period are significant predictors of the same constructs in the next period.
Addressing the second research question is less straightforward. We find a significant impact of loyalty intention only for purchase frequency, but not for future sales and average receipt. This suggests that in a retailing context, the amount spent depends to a larger extent on actual needs and not on loyalty intention. Loyalty intention seems to be a more appropriate lead indicator for the frequency of store visits. For most categories, repurchase intention will not necessarily be related to higher sales. On the contrary, higher future sales are more likely to depend on the retailer’s ability to cross- and up-sell to its customers. In all, we need to acknowledge that the strongest predictor of future behavior is, in fact, past behavior.
These results question some of the strongly held beliefs of relationship marketing and its impact on actual behavior. Effects might not be as simple as they appear at first, i.e., temporal interplay between constructs. Moreover, it seems that inertia is more important than some marketing research tends to acknowledge. We would therefore suggest a more detailed investigation of customers’ initial choice behavior. If, in fact, inertia is the driving force behind purchase behavior, companies need to augment their emphasis on increasing initial customer contact and, accordingly, on initial product trial. This is somewhat counter-intuitive from a relationship marketing perspective, because that stream of research largely suggests the advantage of retaining customers rather than acquiring new ones. While we are not denying the importance of customer retention, it seems that companies are already fairly successful in doing so – the strong inertia effect confirms that. Hence, customer retention might not be the best strategy to differentiate in the market. Perhaps companies can better differentiate by excelling in customer acquisition. This, however, would have a significant impact on how marketing budgets should be spent by companies trying to reach sustained success. It might be time for re-balancing customer acquisition and customer retention.
Gaining customer loyalty is an important goal of marketing, and loyalty programs are intended to help in reaching it. Research on loyalty programs suggests that customers differentiate between loyalty to a company and loyalty to a loyalty program, yet little is known about the consequences of these two types of loyalty. Therefore, our study intends to make two main contributions: (1) improving our understanding of the constructs “program loyalty” and “company loyalty”, (2) investigating the relative impact of the two types of loyalty on preference, intention, and purchase behavior for the case of a multi-firm loyalty program. Results indicate that company loyalty influences a customer’s choice to visit a particular provider and to prefer it over competitors, but it is not a strong predictor of purchase behavior. Conversely, program loyalty is a far more important driver of purchase behavior. This implies that company loyalty primarily attracts customers to a particular provider and program loyalty ensures that once inside the store, more money is spent.
Commonly, nanosystems are characterized by their response to time-dependent external fields in the presence of inevitable environmental fluctuations. The direct impact of the external driving on the environment is generally neglected. While this approach is satisfactory for macroscopic systems, on the nanoscale, an interaction of external fields with the environment is often unavoidable on principle. We extend the standard linear response theory of quantum dissipative systems to strongly driven baths. Significant modifications are found for two paradigm examples. First, we evaluate the polarizability of a molecule immersed in a strongly polarizable medium that responds to terahertz radiation. We find an increase of the molecular polarizability by about 30%. Second, we determine the response of a semiconductor quantum dot in close proximity to a metallic nanoparticle. Both are placed in a polarizable medium and exposed to electromagnetic irradiation. We show that the response of the quantum dot is qualitatively modified by the driven nanoparticle, including the generation of an additional channel of stimulated emission.
We propose a quantum-mechanical model to calculate the current through a single molecular junction immersed in a solvent and surrounded by a thin shell of bound water under an applied ac voltage. The solvent plus hydration shell are captured by a dielectric continuum model for which the resulting spectral density is determined. Here the dielectric properties, e.g., the Debye relaxation time and the dielectric constant, of the bulk solvent and the hydration shell as well as the shell thickness directly enter. We determine the charge current through the molecular junction under an ac voltage in the sequential tunneling regime where we solve a quantum master equation by a real-time diagrammatic technique. Interestingly, the Fourier components of the charge current show an exponential-like decline when the hydration shell thickness increases. Finally, we apply our findings to binary solvent mixtures with varying volume fractions and find that the current is highly sensitive to both the hydration shell thickness as well as the volume fraction of the solvent mixture, giving rise to possible applications as shell and concentration sensors on the molecular scale.
Broadening the Target Group for Higher education in Germany: A Case Study on Diversity Management
(2011)
In some industrialized German areas, as in the Ruhr-Area, the percentage of students with migrant background in primary education has overcome the 50 percentage limit with an increasing share in future, the overwhelming part of them with family from Turkey. A large share of those students attains the admission qualification to higher education from “Berufskollegs”, schools which focus on the combination of vocational skills and theoretical education. This migrant potential can primarily be tapped for additional students by universities of applied sciences which are embedded into their regions and dedicated to teaching.
First, we show the approach to conceptualize culture and cultural specifics of migrants with Turkish background this project is based on.
Second, we give an overview on the main actions of the project, systematically presented as a process leading students through the institution (“input, throughput, output”).
Third, we frame the project by referring to principles of diversity management in general.
Diversity Management - an approach to use people of different ages as a resource in enterprises
(2003)
When a hydrophilic solute in water is suddenly turned into a hydrophobic species, for instance, by photoionization, a layer of hydrated water molecules forms around the solute on a time scale of a few picoseconds. We study the dynamic buildup of the hydration shell around a hydrophobic solute on the basis of a time-dependent dielectric continuum model. Information about the solvent is spectroscopically extracted from the relaxation dynamics of a test dipole inside a static Onsager sphere in the nonequilibrium solvent. The growth process is described phenomenologically within two approaches. First, we consider a time-dependent thickness of the hydration layer that grows from zero to a finite value over a finite time. Second, we assume a time-dependent complex permittivity within a finite layer region around the Onsager sphere. The layer is modeled as a continuous dielectric with a much slower fluctuation dynamics. We find a time-dependent frequency shift down to the blue of the resonant absorption of the dipole, together with a dynamically decreasing line width, as compared to bulk water. The blue shift reflects the work performed against the hydrogen-bonded network of the bulk solvent and is a directly measurable quantity. Our results are in agreement with an experiment on the hydrophobic solvation of iodine in water.